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This article was originally published in The Tan Sheet

Executive Summary

Den Mat's whitening toothpaste in 3 ounce tubes is the category leader in drug stores based on dollar volume during the 12 months ended in May, according to Towne-Oller data. Rembrandt toothpaste mint flavor (3 ounce) ranked second in the category. The premium-priced products both carry a suggested retail price of $ 9.88. Measured in unit volume, Rembrandt whitening toothpaste ranks 24th in drug stores, while Pepsodent fluoride toothpaste (6.4 oz. tube) is the leader. Dollar market share for the Rembrandt brand in drug stores is 6.4% for the same period, ranking fourth behind Crest (24%), Colgate (19.8%) and Arm & Hammer (9.9%). Rembrandt whitening toothpaste has been sold in drug stores less than two years. The brand is currently being extended with three new toothpaste formulas: natural, sensitive teeth and berry-flavored for children ("The Tan Sheet" July 5, In Brief)

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