Better brushing boosts European oral care sales.

EUROPE: The efforts of government agencies and product marketers to convince Europeans of the importance of better oral care appears to have paid off as sales of oral care products jumped more than 6% in 2006, according to a newly-published study by global management consulting and market research firm Kline & Company.

Data from Kline's Global Cosmetics & Toiletries 2006 program indicates that oral care became the second fastest growing product class in the European cosmetics and toiletries market in 2006, trailing only skin care, which posted 6.5% growth. By comparison, annual growth in oral care product sales for other developed markets like the U.S. and Japan is hovering around the 3% mark.

The trend is expected to continue, with sales of oral care products in Europe expected to grow by as much as 4.5% annually through 2011, surpassing Kline's growth forecasts for the overall personal care market. More info: www.klinegroup.com.