The U.S. dentifrice market is highly competitive, fueled by improved benefits and new product introductions. According to the latest available statistics, the paste category accounted for $2.7 billion in annual sales and is growing at 1 to 2 percent per year. The market is segmented into base and premium, with base products offering cavity and tartar protection and premium products offering multiple benefits and whitening. The premium segment is driving category growth as consumers seek new and improved products.
Crest has been a leader in oral-care innovations since its introduction in 1955 and has been the leading toothpaste brand in the United States over the past 50 years. In 1976 the American Chemical Society recognized Crest with fluoride as one of the 100 greatest discoveries of the previous 100 years. In 1999 Crest was the first whitening toothpaste to receive the ADA Seal of Acceptance. In 2006 Crest received another ADA seal of acceptance for its Pro-Health toothpaste.
Crest’s heritage is grounded in the dentifrice market, but the company has expanded into many other oral-care product lines. It now offers a broad range of products for dental needs and conducts the nation’s best-known activities on behalf of good dental practices among children.