While still a small part of the oral care category, natural products are starting to take their place alongside their mainstream counterparts. For example, at Bi-Lo, Greenville, S.C., has put Tom's of Maine products in its oral care set, as well as in the natural and organics area. “It actually sells better in the oral care section,” said Tom Cerwick, senior category manager, non-edibles. “It's a trade-up, and the consumer feels that it's a little bit more ecological.” These products also ...

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