Percentage of mouthwash sales in the U.S. 2018, by brand

The statistic shows the percentage of total mouthwash and dental rinse sales in the United States in 2018, by leading brands. In that year, the Crest Pro Health Multi Protection brand had 4.5 percent of total dollar sales in the United States.

Mouthwash and dental health care in the United States

A chemotherapeutic agent used to enhance oral hygiene, mouthwash and dental rinses kill bacterial plaque that causes cavities, gingivitis, bad breath and tooth decay.

Consumers are starting to make the connection that good oral health contributes to good overall health. As a result oral care has risen in importance in consumers' daily routines. That said, with the aging consumer population, care for gums and teeth is becoming more critical. With the recent recession, the private label industry saw a significant increase in consumers switching from national brands to private label products to save money. In 2015, private label vendors were the third leading mouthwash vendors in the United States, generating over 200 million U.S. dollars in sales.

In response, the national brand companies are creating "umbrella brands" under which they're grouping products such as Crest's Pro Health line up of floss, toothpaste, mouthwash and whitening strips. Retailers and private label companies need to respond to this initiative by developing and launching their own "umbrella brands" and oral care systems. Given the importance of good oral health, it is critical for retailers to offer consumers the highest quality products possible. Beyond product quality it is also important for retailers to partner with manufacturers who provide excellent customer service, offer new and innovative products and assist in maximizing their oral care planogram sales and profitability through product mix, pricing, product placement and promotional programs.