$1.8 Billion dollars is the total annual consumer spending on toothpaste. (ACNielsen, 2002) Colgate Palmolive Company now has 34.6% share of the US toothpaste market. Its recently introduced Simply White tooth-whitening product gained a 30% share of the at-home whitening market . 74% of Americans are affected by some type of periodontal or gum disease or gingivitis. (AGD, 2002) $775 Million dollars is the total annual consumer spending on toothbrushes. (ACNielsen, 2002) $885 Million dollars if the total annual consumer spending on oral antiseptics/rinses. (ACNielsen, 2002)*
