Toothpastes offer multiple benefits.(ORAL CARE)

NEW YORK -- Consumers want toothpastes that deliver multiple benefits: fighting cavities, gum disease and plaque while brightening smiles and freshening breath.

Procter & Gamble Co. (P&G) maintains that its Crest brand has been at the forefront of toothpaste development since 1955, when the company introduced the first clinically proven fluoride toothpaste.

P&G's most recent entry into the field is Crest Pro-Health toothpaste. Company officials say the product is the first and only toothpaste with the American Dental Association seal that addresses all the areas dentists routinely check: gingivitis, plaque, cavities, tartar, sensitivity and stains. It also freshens breath.

Of course, while some consumers appreciate toothpastes that reflect the latest scientific advances, others prefer items that promise a more natural approach. Henry Stewart, chief executive officer of Minar Products, cites research showing that sales of natural and organic products totaled $5 billion in 2004, up 50% from 2000. The global market for such products is expected to reach $100 billion in 2008, with an annual growth rate of about 20%.

Minar, which also makes a natural soap and is introducing a skin care lotion, participates in the oral care category through the rollout of its Minar toothpaste. The product promises to whiten teeth, prevent tartar buildup and fight cavities. It contains no animal fats (used by some manufacturers to create gels), no alcohol, no sugar and no saccharine.

Minar got its start in February 2000, and in the early days it sold its natural products via the Internet and to health food stores. The company has since expanded its distribution to comprise mass market retailers, including such chains as Jewel-Osco and Dominick's Finer Foods.

Colgate-Palmolive Co. has become a major player in the natural toothpastes segment as well, following its $100 million acquisition last year of Tom's of Maine, the No. 1 oral care brand in the natural products category.

"This strategically important acquisition gives us access to a loyal, emerging consumer group and allows us to accelerate the growth of Tom's of Maine by extending its reach in the United States and in Colgate's strong markets outside the U.S.," Colgate chairman and chief executive officer Reuben Mark said when the deal was completed.

 Toothpaste                     DOLLAR SALES           UNIT VOLUME                            $1.19 bil. (+0.9%) *   456.3 mil. (+0.7%) *                                Percent Change         Percent Change                                     vs.                    vs.                              Prior 12 Months        Prior 12 Months  For 52 Weeks                   Supermarkets           Supermarkets Ending 12/31/06                    -0.6%                  +0.6%                                Drug Stores            Drug Stores                                    +1.2%                  -0.5%  Top Brands                        Dollar                   Unit                                   Sales                   Volume   1. Crest                       $139.3 mil.              59.6 mil.  2. Colgate Total                100.5 mil.              38.1 mil.  3. Crest Whitening Plus          95.0 mil.              36.1 mil.     Scope  4. Colgate                       94.6 mil.              46.6 mil.  5. Sensodyne                     61.6 mil.              12.6 mil.  6. Crest Whitening               61.4 mil.              23.9 mil.     Expressions  7. Colgate Max Fresh             43.3 mil.              16.4 mil.  8. Aquafresh Extreme             36.5 mil.              13.8 mil.     Clean  9. Colgate Total                 28.7 mil.              11.5 mil.     Advanced Fresh 10. Colgate Sparkling             26.7 mil.              13.1 mil.     White  * Total of supermarkets, drug stores and discount stores excluding Wal-Mart Stores Inc.  Source: Information Resources Inc.