Dental ancillaries are increasing in importance as consumers become better educated about oral hygiene. The category offers significant potential to grow and add value to the oral hygiene market, according to an analysis by Mintel's Global New Products Database.

    Increased availability and a choice of dental ancillaries such as dental floss, interdental brushes, bacteria-removing sprays and gums, and tongue cleaners have exploded onto the scene. Further, Mintel reports, increased consumer interest in cosmetic dentistry has brought about more convenient at-home whitening kits.

    Packaging is helping to bring about differentiation in dental ancillaries products. In dental floss, World’s Best International is taking convenience to a higher level with its Brushpicks toothpicks, introduced in the United States under the Doctor’s brand. The product removes plaque and food debris by using a rounded safety tip that protects gums, and tiny bristles that brush away food particles. A slender, plastic carrying case provides the portability benefit. The case holds the toothpicks, and it includes a chain attachment.

    In Italy, Rolly Brush has rolled a variation on the convenience factor with Toothbrush on the Go. The “toothbrush” is a mini wheel with 276 mini bristles that roll around the mouth to clean teeth. The gum-base mini wheels are packed in a blister tray that rests inside a richly colored carton that delivers the “in-your-face clean” message.
    
    Gillette takes the wipes route in introducing Brush Aways (also marketed as Brush-Ups in some countries) individually wrapped, disposable mint-flavored teeth wipes. Gillette markets the product under the Oral-B brand. Wipes, in flexible packages of three or 12 units, are suitable for on-the-go use because they slip over the fingertip and require no water during use, Gillette says.
    
     Mintel’s analysis of the category shows that packaging communications will be a deciding factor in growing the dental ancillaries market. Consumers are interested in products that clean their teeth beyond merely brushing them, so they can improve their chances of keeping their teeth for their lifetime. This is one category in which packaging can stimulate purchase decisions by communicating value and product benefits.