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This shows that in the US market there is more therapeutic benefits sought from toothpastes. Exhibit 2B on the other hand qualifies that consumer benefit data. It shows that between 2000 and 2004 data. There is a dwindling importance of the therapeutic benefit : ‘anti-cavity/tartar’ at -22.7% while there is a growth in cosmetic benefits : ‘whitening’ at +16.4% and ‘freshening/cleaning’ at +2.9%. For 2004, therapeutic benefits total at 53.4% while cosmetic benefits add up to 46.6%.
CMF’s success in the US market is attributed to the fit in the needs, wants and expectations of the consumers with the products main benefits : breath freshening and teeth whitening...
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