Tooth whitening products.(O-T-C BEST-SELLERS)(Illustration) 
From: Chain Drug Review Date: January 2, 2006 


Tooth whitening products 
 
% change 
Trade class  Dollar sales vs. year ago 
 
TOTAL MASS MARKET ([dagger]) $235,611,500-16.7% 
DRUG STORES  $104,706,900-14.2% 
SUPERMARKETS  $67,765,230-19.0% 
 
% change 
Trade class   Unit sales  vs. year ago 
 
TOTAL MASS MARKET ([dagger])12,300,850   -21.9% 
DRUG STORES  5,459,096   -17.9% 
SUPERMARKETS 3,640,303   -26.8% 
 
([dagger]) Sales are through drug stores, supermarkets and discount 
stores (excluding Wal-Mart Stores Inc.) for the 52 weeks ended October 
30, 2005. 
 
Best-sellers in drug stores 
 
Brand  ManufacturerDollar sales 
 
Crest Whitestrips Premium  Procter & Gamble $26,932,920 
Crest Whitestrips  Procter & Gamble $20,095,730 
Crest Whitestrips Premium 
  Plus Procter & Gamble $11,539,090 
Oral B Rembrandt Whitening 
  Strips   Gillette  $5,640,163 
Rembrandt  Gillette  $4,865,831 
Crest Night EffectsProcter & Gamble  $3,831,587 
Colgate Simply White Night Colgate-Palmolive $3,230,314 
Plus+White CCA Industries$2,535,477 
Colgate Simply White   Colgate-Palmolive $2,256,776 
Rembrandt Plus Gillette  $2,196,142 
 
   Dollar salesDollarDollar share 
Brand% change  share   % change 
 
Crest Whitestrips Premium  -24.4%   25.7%-3.5% 
Crest Whitestrips  -41.9%   19.2%-9.2% 
Crest Whitestrips Premium 
  Plus   N/A11.0%   +11.0% 
Oral B Rembrandt Whitening 
  Strips  +480.4%5.4%+4.6% 
Rembrandt  -27.1%4.6%-0.8% 
Crest Night Effects-58.9%3.7%-4.0% 
Colgate Simply White Night -47.3%3.1%-1.9% 
Plus+White  +8.0%2.4%+0.5% 
Colgate Simply White   -58.8%2.2%-2.3% 
Rembrandt Plus -11.7%2.1%+0.1% 
 
 Unit sales 
Brand  Unit sales % change Unit share 
 
Crest Whitestrips Premium 858,158   -22.1%15.7% 
Crest Whitestrips 822,464   -36.1%15.1% 
Crest Whitestrips Premium 
  Plus314,986 N/A  5.8% 
Oral B Rembrandt Whitening 
  Strips  209,815  +478.2% 3.8% 
Rembrandt 268,256   -26.0% 4.9% 
Crest Night Effects   281,614   -57.8% 5.2% 
Colgate Simply White Night305,971   -42.3% 5.6% 
Plus+White358,759+9.6% 6.6% 
Colgate Simply White  292,185   -57.7% 5.4% 
Rembrandt Plus 89,677   -10.2% 1.6% 
 
   Unit share 
Brand   % change 
 
Crest Whitestrips Premium -0.9% 
Crest Whitestrips -4.3% 
Crest Whitestrips Premium 
  Plus+5.8% 
Oral B Rembrandt Whitening 
  Strips  +3.3% 
Rembrandt -0.5% 
Crest Night Effects   -4.9% 
Colgate Simply White Night-2.4% 
Plus+White+1.6% 
Colgate Simply White  -5.0% 
Rembrandt Plus+0.1% 
 
* Private label brands account for 9.4% of dollar sales and 12% of unit 
sales.