Retailers are making a big splash with new mouthwash formulations that go beyond fresh breath. Multipurpose formulations combined with new flavors have regenerated the oral care category, retailers told SN. Sales of mouthwash/dental products were up 2.4% in supermarkets to $275.6 million for the 52 weeks ending May 15, 2005, according to Information Research Inc., Chicago. Consumer trends leading to new mouthwash launches include the demand for new flavors that lessen the harsh sting of ...

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