US Media Consulting works with many industries and we thought it would be interesting to share some of the market analysis that are executed in the hopes that it will give you insights into your products/services. One of the many analyses that have been performed has focused on the subject of oral hygiene in Mexico. It shows that the importance of oral health has increased in recent years in that market. Extremely significant information was found in a study released by Euromonitor International about oral health care. Euromonitor research states that "children's toothpaste in Mexico showed an impressive 50% growth in current value terms, as mothers believe toothpaste can provide a more pleasant experience and take better care of the special needs of babies' and children's teeth." Dental beauty has become increasingly important in Mexico, and in return there has been a large increase in the use of tooth whitening products. In 2008, a boom was seen in the area of whitening and antibacterial products. Today, almost all large companies in the oral industry have invested in the development of oral hygiene products specifically formulated to create whiter, healthier smiles. In fact, tooth whitening is the most popular dental cosmetic treatment.

Toothpaste constitutes by far the largest area of the global oral hygiene market. Research shows that tooth paste accounts for some 58% of total value sales in 2004. Innovations in toothpaste formulation were most popular during 2008. Euromonitor research shows that Mexican people prefer to buy standard/traditional formulations of toothpaste. "In toothpaste, standard/traditional formulations still controlled sales in 2008, with a 54% value share." Research shows that the most important variants in choosing toothpaste are: total care and whitening formula toothpastes, taste, and price. The total care and whitening formula toothpastes have continued to show an increase in market share and are expected to diminish shares of standard/traditional and fresh breath formulations. Taste is also an important factor: mint and herbal flavors, which are usually found in standard formulations, are preferred over strong, spicy and novel variants. Finally, price is significant, yet it is not the main sales driver.

Oral hygiene brands have shown a pattern of using television, magazines and billboards most often to advertise. It is said that these are the most important and impactful mediums for the industry, yet other channels are used such supermarkets/hypermarkets through the use of in-store displays and price discounts. Promotions, bundled products and free samples are part of the strategies used to capture the attention of consumers and increase revenue. Moreover, Internet promotions are becoming increasingly popular as more and more consumers are looking online for coupons and information.

For effective ways to implement media, please contact your US Media Consulting Representative at 305-772-5500.

Sources: Source: http://www.euromonitor.com/industryalert.aspx Oral Hygiene-Mexico