North America Mouthwash Market Forecast to 2027 - COVID-19 Impact and Regional Analysis By Product Type (Fluoride, Cosmetics, Antiseptics, and Oral Gels), Flavour (Active Salt, Mint Fresh Tea, Natural Lemon, Herbs, and Fruit and Gums), Indication (Mouth Ulcers, Aphthous Ulcers, Post Oral Surgery, Oral Lesions, Periodontitis, Gingivitis, Receding Gums, Frequent Dry Mouth, Chronic Bad Breath, and Toothache), Distribution Channel (Hypermarkets, Supermarkets, Online Stores, Independent Pharmacies / Drugstores, Hospital Pharmacies, and Independent Grocery Stores), and End User (Adult and Kids)
Market Introduction
The North America mouthwash market is a highly fragmented market with the presence of considerable regional and local players providing numerous solutions for companies investing in the market arena. The high incidence of dental caries has also majorly driven the market. According to 2015 statistics by the Centers for Disease Control and Prevention (CDC), 91% of the US population aged 20–64 years had dental caries, among them 27% remained untreated. This result in a growing need for oral care products; thereby, boosting the market growth. Oral ulceration is a common condition among population; it has estimated 4%-point prevalence in the US, and 25% of the North America population is thought to be affected by aphthous ulcers, one of the common causes of oral ulcerate. Moreover, increasing recommendation from dental physicians worldwide for the treatment of plague and gingivitis fuels the growth of the mouthwash market. Besides, mouthwash when used in mouthwashes, antimicrobial ingredients such as cetylpyridinium, chlorhexidine, and essential oils have been shown to reduce plaque and gingivitis when combined with daily brushing and flossing. Further, mouthwash boosts oral health and gives breathe a makeover as it contains fluoride, which can help reduce cavities and demineralization of teeth. Fluoride rinse mouthwash contains 0.05% of sodium fluoride, which is enough to avoid tooth decay. Also, herbal mouthwashes have potential benefits in plaque and inflammation control as supplements to patients' daily oral hygiene with gingivitis. The increasing prevalence of dental problems, such as dental caries, gingivitis, and plaques is one of the significant factors expected to propel the market growth over the coming years.
While the ongoing COVID-19 pandemic don’t have much of an impact on the oral care market, the mouthwash market is also not expected to be significantly impacted by the pandemic. However, there could be possible disruptions in the distribution channel due to the lockdown and restricted movements, which are imposed to control the virus spread and flatten the curve. Social distancing protocols and quarantine measures have led to a shift in consumer purchasing patterns from in-store to online, which would be reflected in oral care/oral hygiene product sales. Major players in the market have continued their production activities during this period, which, in turn, has maintained the growth of the market.
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Market Overview and Dynamics
The mouthwash market in North America is expected to grow from US$ 2,702.73 million in 2020 to US$ 3,911.91 million by 2027; it is estimated to grow at a CAGR of 5.4% from 2020 to 2027. There has been a remarkable shift in the retailing of oral care products in North America in recent years. Online retailers are gradually being preferred over traditional distributors, retailers, and pharmacies. Purchasing oral care products through e-commerce portals offers several advantages, such as the availability of multi-brand oral care products at relatively lower prices, ease of purchasing, and free shipping. The successful sales of oral care products through e-commerce have prompted increasing investment toward these channels by major market players. Moreover, large merchants who sell their products in stores also sell them online. For instance, Hello sells its products via ecommerce merchants such as Amazon.com Inc., iHerb.com, Thrive Market, and Grove Collective, as well as via its own direct-to-consumer site Hello-Products.com, along with retail sales. These sites cumulatively account for ~15% of its overall sales. Additionally, Hello-Products.com launched ecommerce functionality in 2017.
Key Market Segments
Based on product type, the cosmetics segment accounted for the largest share of the North America mouthwash market in 2020. Based on flavour, the mint fresh tea segment accounted for the largest share of the North America mouthwash market in 2020. As per indication, the chronic bad breath segment accounted for the largest share of the North America mouthwash market in 2020. On the basis of distribution channel, the hypermarkets segment accounted for the largest share of the North America mouthwash market in 2020. Based on end user, the adult segment accounted for the largest share of the North America mouthwash market in 2020.
Major Sources and Companies Listed
A few major primary and secondary sources referred to for preparing this report on the North America mouthwash market are company websites, annual reports, financial reports, national government documents, and statistical database, among others. Major companies listed in the report include Colgate-Palmolive Company, Procter & Gamble, GlaxoSmithKline plc., Unilever, Johnson and Johnson Services, Inc., The Himalaya Drug Company, Lion Corporation, Amway, Church & Dwight, Inc., and SmartMouth Oral Health Laboratories.
Reasons to buy report
- To understand the North America mouthwash market landscape and identify market segments that are most likely to guarantee a strong return
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- Helps to take knowledgeable business decisions from perceptive and comprehensive analysis of market performance of various segment form North America mouthwash market
- Obtain market revenue forecast for market by various segments from 2019-2027 in North America region.
North America Mouthwash Market Segmentation
North America Mouthwash Market -By Product Type
- Fluoride
- Cosmetics
- Antiseptics
- Oral Gels
North America Mouthwash Market -By Flavour
- Active Salt
- Mint Fresh Tea
- Natural Lemon
- Herbs
- Fruit and Gums
North America Mouthwash Market -By Indication
- Mouth Ulcers
- Aphthous Ulcers
- Post Oral Surgery
- Oral Lesions
- Periodontitis
- Gingivitis
- Receding Gums
- Frequent Dry Mouth
- Chronic Bad Breath
- Toothache
North America Mouthwash Market -By Distribution Channel
- Hypermarkets
- Supermarkets
- Online Stores
- Independent Pharmacies / Drugstores
- Hospital Pharmacies
- Independent Grocery Stores
North America Mouthwash Market -By End User
- Adult
- Kids
North America Mouthwash Market – By Country
- US
- Canada
- Mexico
North America Mouthwash Market – Company Profiles
- Colgate-Palmolive Company
- Procter & Gamble
- GlaxoSmithKline plc.
- Unilever
- Johnson and Johnson Services, Inc.
- The Himalaya Drug Company
- Lion Corporation
- Amway
- Church & Dwight, Inc.
- SmartMouth Oral Health Laboratories
TABLE OF CONTENTS
1. Introduction
1.1 Scope of the Study
1.2 The Insight Partners Research Report Guidance
1.3 Market Segmentation
1.3.1 North America Mouthwash Market – By Product Type
1.3.2 North America Mouthwash Market – By Flavours
1.3.3 North America Mouthwash Market – By Indication
1.3.4 North America Mouthwash Market – By Distribution Channel
1.3.5 North America Mouthwash Market – By End User
1.3.6 North America Mouthwash Market – By Country
2. Mouthwash Market – Key Takeaways
3. Research Methodology
3.1 Coverage
3.2 Secondary Research
3.3 Primary Research
4. North America Mouthwash Market – Market Landscape
4.1 Overview
4.2 PEST Analysis
4.3 Expert Opinions
4.4 Qualitative Analysis of Indications In the Region
4.4.1 North America
5. Mouthwash Market– Key Market Dynamics
5.1 Market Drivers
5.1.1 Increasing Prevalence of Dental Problems
5.1.2 Increasing Oral Hygiene Campaigns
5.2 Market Restraints
5.2.1 Excessive Use of Mouthwash Resulting To Have Negative Impact On Health
5.3 Market Opportunities
5.3.1 Increasing Online Purchase of Oral Care Products
5.4 Future Trends
5.4.1 Rise in Adoption of Alcohol-Free Mouthwash
5.5 Impact Analysis
6. Mouthwash Market – North America Analysis
6.1 North America Mouthwash Market Revenue Forecast and Analysis
7. North America Mouthwash Market – Product Type
7.1 Overview
7.2 Mouthwash Market Share, Product, 2019 and 2027 (%)
7.3 Fluoride
7.3.1 Overview
7.3.2 Fluoride: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
7.4 Cosmetics
7.4.1 Overview
7.4.2 Cosmetics: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
7.5 Antiseptics
7.5.1 Overview
7.5.2 Antiseptics: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
7.6 Oral Gels
7.6.1 Overview
7.6.2 Oral Gels: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
8. North America Mouthwash Market– Flavour
8.1 Overview
8.2 Mouthwash Market Share, Flavour, 2019 and 2027 (%)
8.3 Active Salt
8.3.1 Overview
8.3.2 Active Salt: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
8.4 Mint Fresh Tea
8.4.1 Overview
8.4.2 Mint Fresh Tea: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
8.5 Natural Lemon
8.5.1 Overview
8.5.2 Natural Lemon: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
8.6 Herbs
8.6.1 Overview
8.6.2 Herbs: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
8.7 Fruit and Gums
8.7.1 Overview
8.7.2 Fruit and Gums: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9. North America Mouthwash Market– Indication
9.1 Overview
9.2 Mouthwash Market Share, Indication, 2019 and 2027 (%)
9.3 Mouth Ulcers
9.3.1 Overview
9.3.2 Mouth Ulcers: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.4 Aphthous Ulcers
9.4.1 Overview
9.4.2 Aphthous Ulcers: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.5 Post Oral Surgery
9.5.1 Overview
9.5.2 Post Oral Surgery: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.6 Oral Lesions
9.6.1 Overview
9.6.2 Oral Lesions: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.7 Periodontitis
9.7.1 Overview
9.7.2 Periodontitis: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.8 Gingivitis
9.8.1 Overview
9.8.2 Gingivitis: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.9 Receding Gums
9.9.1 Overview
9.9.2 Receding Gums: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.10 Frequent Dry Mouth
9.10.1 Overview
9.10.2 Frequent Dry Mouth: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.11 Chronic Bad Breath
9.11.1 Overview
9.11.2 Chronic Bad Breath: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
9.12 Toothache
9.12.1 Overview
9.12.2 Toothache: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
10. North America Mouthwash Market – By Distribution Channel
10.1 Overview
10.2 Mouthwash Market Revenue Share, by Distribution Channel (2019 and 2027)
10.3 Hypermarkets
10.3.1 Overview
10.3.2 Hypermarket: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
10.4 Supermarket
10.4.1 Overview
10.4.2 Supermarket: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
10.5 Online Stores
10.5.1 Overview
10.5.2 Online Stores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
10.6 Hospital Pharmacies
10.6.1 Overview
10.6.2 Hospital Pharmacies: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
10.7 Independent Pharmacies/Drugstores
10.7.1 Overview
10.7.2 Independent Pharmacies/Drugstores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
10.8 Independent Grocery Stores
10.8.1 Overview
10.8.2 Independent Grocery Stores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
11. North America Mouthwash Market – By End User
11.1 Overview
11.2 Mouthwash Market Revenue Share, by End User (2019 and 2027)
11.3 Adults
11.3.1 Overview
11.3.2 Adults: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
11.4 Kids
11.4.1 Overview
11.4.2 Kids: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
12. North America Mouthwash Market – Country Analysis
12.1 North America: Mouthwash Market
12.1.1 Overview
12.1.3 North America: Mouthwash Market, by Country, 2019& 2027 (%)
12.1.3.1 US: Mouthwash Market– Revenue and Forecast to 2027 (USD Million)
12.1.3.1.1 US: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
12.1.3.1.2 US: Mouthwash Market, by Product Type, 2018–2027 (USD Million)
12.1.3.1.3 US: Mouthwash Market, by Flavour, 2018–2027 (USD Million)
12.1.3.1.4 US: Mouthwash Market, by Indication, 2018–2027 (USD Million)
12.1.3.1.5 US: Mouthwash Market, by Distribution Channel, 2018–2027 (USD Million)
12.1.3.1.6 US: Mouthwash Market, by End User, 2018–2027 (USD Million)
12.1.3.2 Canada: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
12.1.3.2.1 Canada: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
12.1.3.2.2 Canada: Mouthwash Market, by Product Type, 2018–2027 (USD Million)
12.1.3.2.3 Canada: Mouthwash Market, by Flavour, 2018–2027 (USD Million)
12.1.3.2.4 Canada: Mouthwash Market, by Indication, 2018–2027 (USD Million)
12.1.3.2.5 Canada: Mouthwash Market, by Distribution Channel, 2018–2027 (USD Million)
12.1.3.2.6 Canada: Mouthwash Market, by End User, 2018–2027 (USD Million)
12.1.3.3 Mexico: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
12.1.3.3.1 Mexico: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
12.1.3.3.2 Mexico: Mouthwash Market, by Product Type, 2018–2027 (USD Million)
12.1.3.3.3 Mexico: Mouthwash Market, by Flavour, 2018–2027 (USD Million)
12.1.3.3.4 Mexico: Mouthwash Market, by Indication, 2018–2027 (USD Million)
12.1.3.3.5 Mexico: Mouthwash Market, by Distribution Channel, 2018–2027 (USD Million)
12.1.3.3.6 Mexico: Mouthwash Market, by End User, 2018–2027 (USD Million)
13. Impact of COVID-19 Pandemic on North America Mouthwash Market
13.1 North America: Impact Assessment of COVID-19 Pandemic
14. North America Mouthwash Market–Industry Landscape
14.1 Overview
14.2 Growth Strategies Done by the Companies in the Market, (%)
14.3 Organic Developments
14.3.1 Overview
14.4 Inorganic Developments
14.4.1 Overview
15. Company Profiles
15.1 Colgate-Palmolive Company
15.1.1 Key Facts
15.1.2 Business Description
15.1.3 Products and Services
15.1.4 Financial Overview
15.1.5 SWOT Analysis
15.1.6 Key Developments
15.2 Procter & Gamble
15.2.1 Key Facts
15.2.2 Business Description
15.2.3 Products and Services
15.2.4 Financial Overview
15.2.5 SWOT Analysis
15.2.6 Key Developments
15.3 GlaxoSmithKline plc.
15.3.1 Key Facts
15.3.2 Business Description
15.3.3 Products and Services
15.3.4 Financial Overview
15.3.5 SWOT Analysis
15.3.6 Key Developments
15.4 Unilever
15.4.1 Key Facts
15.4.2 Business Description
15.4.3 Products and Services
15.4.4 Financial Overview
15.4.5 SWOT Analysis
15.4.6 Key Developments
15.5 Johnson and Johnson Services, Inc.
15.5.1 Key Facts
15.5.2 Business Description
15.5.3 Products and Services
15.5.4 Financial Overview
15.5.5 SWOT Analysis
15.5.6 Key Developments
15.6 The Himalaya Drug Company
15.6.1 Key Facts
15.6.2 Business Description
15.6.3 Products and Services
15.6.4 Financial Overview
15.6.5 SWOT Analysis
15.6.6 Key Developments
15.7 Lion Corporation
15.7.1 Key Facts
15.7.2 Business Description
15.7.3 Products and Services
15.7.4 Financial Overview
15.7.5 SWOT Analysis
15.7.6 Key Developments
15.8 Amway
15.8.1 Key Facts
15.8.2 Business Description
15.8.3 Products and Services
15.8.4 Financial Overview
15.8.5 SWOT Analysis
15.8.6 Key Developments
15.9 Church & Dwight, Inc.
15.9.1 Key Facts
15.9.2 Business Description
15.9.3 Products and Services
15.9.4 Financial Overview
15.9.5 SWOT Analysis
15.9.6 Key Developments
15.10 SmartMouth Oral Health Laboratories
15.10.1 Key Facts
15.10.2 Business Description
15.10.3 Products and Services
15.10.4 Financial Overview
15.10.5 SWOT Analysis
15.10.6 Key Developments
16. Appendix
16.1 About The Insight Partners
16.2 Glossary of TermsLIST OF TABLES
Table 1. North America Mouthwash Market –Revenue and Forecast to 2027 (US$ Mn)
Table 2. US Mouthwash Market, by Product Type – Revenue and Forecast to 2027 (USD Million)
Table 3. US Mouthwash Market, by Flavor, – Revenue and Forecast to 2027 (USD Million)
Table 4. US Mouthwash Market, by Indication, – Revenue and Forecast to 2027 (USD Million)
Table 5. US Mouthwash Market, by Distribution Channel, – Revenue and Forecast to 2027 (USD Million)
Table 6. US Mouthwash Market, by End User, – Revenue and Forecast to 2027 (USD Million)
Table 7. Canada Mouthwash Market, by Product Type – Revenue and Forecast to 2027 (USD Million)
Table 8. Canada Mouthwash Market, by Flavor, – Revenue and Forecast to 2027 (USD Million)
Table 9. Canada Mouthwash Market, by Indication, – Revenue and Forecast to 2027 (USD Million)
Table 10. Canada Mouthwash Market, by Distribution Channel, – Revenue and Forecast to 2027 (USD Million)
Table 11. Canada Mouthwash Market, by End User, – Revenue and Forecast to 2027 (USD Million)
Table 12. Mexico Mouthwash Market, by Product Type – Revenue and Forecast to 2027 (USD Million)
Table 13. Mexico Mouthwash Market, by Flavor, – Revenue and Forecast to 2027 (USD Million)
Table 14. Mexico Mouthwash Market, by Indication, – Revenue and Forecast to 2027 (USD Million)
Table 15. Mexico Mouthwash Market, by Distribution Channel, – Revenue and Forecast to 2027 (USD Million)
Table 16. Mexico Mouthwash Market, by End User, – Revenue and Forecast to 2027 (USD Million)
Table 17. Organic Developments Done By Companies
Table 18. Inorganic Developments Done By Companies
Table 19. Glossary of Terms, Mouthwash MarketLIST OF FIGURES
Figure 1. Mouthwash Market Segmentation
Figure 2. Mouthwash Market Segmentation, By Country
Figure 3. Mouthwash Market Overview
Figure 4. Cosmetics Product Type Segment Held Largest Share of Mouthwash Market
Figure 5. US to Show Significant Growth During Forecast Period
Figure 6. North America Mouthwash Market, Industry Landscape
Figure 7. North America PEST Analysis
Figure 8. Mouthwash Market impact analysis of driver and restraints
Figure 9. North America Mouthwash Market – Revenue Forecast and Analysis – 2019- 2027
Figure 10. Mouthwash Market Share, Product, 2019 and 2027 (%)
Figure 11. Fluoride: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 12. Cosmetics: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 13. Antiseptics: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 14. Oral Gels: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 15. Mouthwash Market Share, Flavor, 2019 and 2027 (%)
Figure 16. Active Salt: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 17. Mint Fresh Tea: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 18. Natural Lemon: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 19. Herbs: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 20. Fruit and Gums: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 21. Mouthwash Market Share, Indication, 2019 and 2027 (%)
Figure 22. Mouth Ulcers: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 23. Aphthous Ulcers: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 24. Post Oral Surgery: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 25. Oral Lesions: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 26. Periodontitis: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 27. Gingivitis: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 28. Receding Gums: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 29. Frequent Dry Mouth: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 30. Chronic Bad Breath: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 31. Toothache: Mouthwash Market– Revenue and Forecast to 2027 (US$ million)
Figure 32. Mouthwash Market Revenue Share, by Distribution Channel (2019 and 2027)
Figure 33. Hypermarket: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 34. Supermarket: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 35. Online Stores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 36. Hospital Pharmacies: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 37. Independent Pharmacies/Drug Stores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 38. Independent Grocery Stores: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 39. Mouthwash Market Revenue Share, by End User (2019 and 2027)
Figure 40. Adults: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 41. Kids: Mouthwash Market – Revenue and Forecast to 2027 (US$ Million)
Figure 42. North America: Mouthwash Market, by Key Country – Revenue (2019) (USD Million)
Figure 43. North America: Mouthwash Market, by Country, 2019 & 2027 (%)
Figure 44. US: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
Figure 45. Canada: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
Figure 46. Mexico: Mouthwash Market – Revenue and Forecast to 2027 (USD Million)
Figure 47. Impact of COVID-19 Pandemic on Mouthwash Market in North American Countries
Figure 48. Growth Strategies Done by the Companies in the Market, (%)- Colgate-Palmolive Company
- Procter & Gamble
- GlaxoSmithKline plc.
- Unilever
- Johnson and Johnson Services, Inc.
- The Himalaya Drug Company
- Lion Corporation
- Amway
- Church & Dwight, Inc.
- SmartMouth Oral Health Laboratories
- Save and reduce time carrying out entry-level research by identifying the growth, size, leading players, and segments in the North America mouthwash market.
- Highlights key business priorities in order to assist companies to realign their business strategies
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- Develop/modify business expansion plans by using substantial growth offering developed and emerging markets
- Scrutinize in-depth North America market trends and outlook coupled with the factors driving the North America mouthwash market, as well as those hindering it
- Enhance the decision-making process by understanding the strategies that underpin commercial interest with respect to client products, segmentation, pricing and distribution