Oral Care unPACKED™ Report

Oral care products such as toothpaste, toothbrushes, mouthwash, floss, and whitening treatments are widely available across US supermarkets, drugstores, and convenience stores, making them a staple in consumers’ daily routines. Whether shoppers are making a quick stop for a replacement item, stocking up on household essentials, or preparing for travel, there are countless occasions to purchase oral care products in-store. In these moments, packaging becomes a critical factor that shapes how shoppers navigate the aisle and ultimately choose between competing options.

To win in this competitive space, oral care brands must ensure their packaging delivers on the 4S’s: Be Seen, Be Shoppable, Be Seductive, and ultimately, Be Selected. These principles guide brands toward designs that break through visually, enable intuitive navigation, create emotional appeal, and convert shopper interest into action. When informed by strong insights and validated through pack testing, the right packaging strategy can significantly improve in-store performance and drive growth within the oral care category.

Every pack. ^unPACKED.^™

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