Premium toothpastes are reshaping the entire $1.5 billion oral-care category by filling consumer needs for specialty and therapeutic attributes at higher retails. Although premium pastes represent a small percentage of the total category, supermarkets are finding more profit in items that they don't have to football in price like commodity brands. For small-sized grocery chains, premium brands are enabling them to compete more effectively against their larger competitors, said David Himel, ...

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