There are some products most people feel they just can’t live without. One of these is toothpaste. But honestly, when there are so many different brands and different kinds of the same product, how on earth are we supposed to know which kind to buy? Shopping for something that should be easy has instead been becoming pretty overwhelming. However, many manufacturers are realizing this and so last year a reported 69 new toothpastes hit stores instead of 102 like in 2007. One well-known company, Proctor & Gamble, which makes the well known brand, Crest reported significantly reducing the number of toothpaste and oral hygiene products that it makes worldwide in the past couple of years. Matt Doyle, the director of global oral-care research and development at this company said “we’ve come to realize that fewer is better.” In addition to companies cutting down the number of products they are creating, stores are also limiting the number of different toothpastes they are selling. Almost everyone in the US uses toothpaste and they use it regularly which has allowed companies to continue upping the price of this product despite the current state of the economy. Companies are also putting more effort into packaging, such as reducing size or making their product more attractive so that customers are more likely to pick their product from the sea of options. In order to remain competitive companies are stepping up their innovation and investing more in trying to make their current products more attractive, rather than overwhelming customers with more new ones.
Article used:
http://online.wsj.com/article/SB10001424052748703373404576148363319407354.html?mod=WSJ_Consumerproducts_leftHeadlines
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