Industry guides

Go-to-Market Strategy for floss

If you're looking to launch a new floss product, you need a solid go-to-market strategy.

Flossing is an essential part of maintaining good oral hygiene. A recent study by the American Dental Association states that flossing can remove up to 80% of plaque, improving gum health. With such importance, it is no surprise that the floss market is evolving rapidly. In this article, we'll explore the go-to-market strategy for floss and the key factors to consider when entering this competitive market.

Understanding the Floss Market

The floss market is a dynamic and evolving industry that is constantly growing and changing. It is composed of various players, including established brands, private labels, and new entrants. These players are all competing to gain market share and meet the demands of consumers who are seeking more innovative and convenient products.

One of the key factors driving the growth of the floss market is rising awareness of oral hygiene. As people become more aware of the importance of maintaining good oral health, they are seeking out products that can help them achieve this goal. This has led to increased dental care expenditure, which has further fueled the growth of the floss market.

Market Size and Growth Potential

The floss market is a rapidly growing industry, with a high growth potential. In the US, the floss market size was valued at USD 1.53 billion in 2019. However, this is expected to grow at a CAGR of 5.1% from 2020 to reach USD 2.08 billion by 2025.

One of the key drivers of this growth is the growing geriatric population. As people age, they become more susceptible to oral health problems, which has led to an increased demand for floss products. Additionally, the rise of e-commerce has made it easier for consumers to purchase floss products online, which has further fueled the growth of the market.

Key Players and Competitors

The floss market is highly competitive, with a range of established brands, private labels, and new entrants vying for market share. Some of the major players in the market include Colgate-Palmolive, Johnson & Johnson, and Procter & Gamble. These companies have a significant market share and are constantly innovating to stay ahead of the competition.

Private labels such as Target, Walmart, and Walgreens also have considerable market share. These companies offer their own brand of floss products, which are often cheaper than established brands. However, they must still compete with established companies to gain market share.

Target Audience and Consumer Behavior

The target audience for floss products is anyone who wants to maintain good oral hygiene. This includes people of all ages, from children to the elderly. However, there are certain demographic groups that are more likely to use floss products, such as those with braces or dental implants.

Increasingly, consumers are looking for innovative and convenient products, which are easier to use and have additional benefits, such as flavor. Consumers also seek natural and eco-friendly products that do not harm the environment. As a result, many companies are developing floss products that are biodegradable and made from sustainable materials.

In conclusion, the floss market is a rapidly growing industry that is constantly evolving to meet the demands of consumers. With rising awareness of oral hygiene and a growing geriatric population, the market is expected to continue to grow in the coming years. Established brands, private labels, and new entrants will all continue to compete for market share by offering innovative and convenient products that meet the needs of consumers.

Defining Your Floss Product

Before entering the floss market, you'll need to define your product and unique selling proposition.

When it comes to dental hygiene, flossing is an essential part of maintaining healthy teeth and gums. However, with so many floss products available in the market, it can be challenging to stand out from the competition.

Unique Selling Proposition (USP)

The USP is what sets your product apart from its competitors. Your floss product must fulfill a gap in the market, solve a consumer problem, or provide additional value to consumers.

For instance, a product designed for sensitive teeth can be a unique selling proposition. Many people with sensitive teeth find flossing painful and uncomfortable. By developing a floss product that is gentle on sensitive teeth, you can attract a niche market and stand out from the competition.

Eco-friendly packaging is another unique selling proposition that can appeal to consumers who are environmentally conscious. By using recycled materials or biodegradable packaging, you can differentiate your product from others in the market and appeal to a growing segment of consumers who prioritize sustainability.

Product Variations and Features

Based on your target audience's needs, you can develop various floss products such as waxed, unwaxed, flavored, or eco-friendly options.

Waxed floss is popular because it glides easily between teeth, making it less likely to shred or break. Unwaxed floss, on the other hand, is thinner and can get into tight spaces more easily, making it a good option for people with crowded teeth.

Flavored floss is another option that can appeal to consumers who don't enjoy the taste of traditional floss. Popular flavors include mint, cinnamon, and berry.

Features such as ergonomic dispensers, refillable containers, or biodegradable floss can give your product a competitive edge. Ergonomic dispensers can make flossing more comfortable and convenient, while refillable containers can reduce waste and appeal to eco-conscious consumers.

Pricing Strategy

The floss market has offerings at various price points, ranging from premium to affordable. Your pricing strategy should consider your product's unique features, production costs, and competitor pricing.

For example, if your product is made from high-quality, eco-friendly materials, you may need to charge a premium price to cover your production costs. However, if your product is aimed at budget-conscious consumers, you may need to price it competitively to attract customers.

Finding the right price point is crucial to attract consumers and gain market share. Conducting market research and analyzing consumer behavior can help you determine the optimal price for your product.

Distribution Channels

Choosing the right distribution channels can help maximize product reach and sales. It is important to understand your target market and where they are most likely to buy your product. Here are some additional details on the distribution channels mentioned:

Online Sales Platforms

Online sales platforms such as Amazon, Walmart, and Target can help reach a broader audience and generate online sales. It is important to optimize your product listings with high-quality images, detailed descriptions, and relevant keywords to increase visibility and attract potential customers. Offering discounts and promotions can also help increase sales and attract new customers. Providing customer reviews and feedback can help build trust and credibility with potential buyers.

Another way to increase sales through online sales platforms is to utilize social media marketing. By creating engaging social media content and running targeted ad campaigns, you can drive traffic to your product listings and increase sales.

Retail Partnerships

Promoting your product at retail stores, such as drugstores, supermarkets, or specialty stores, can increase product visibility and reach. Establishing partnerships with such stores can help get your product on their shelves and in front of their customers. Offering promotions or discounts to incentivize customers to try your product can help increase sales. It is important to have eye-catching packaging and in-store displays to attract potential customers.

You can also consider partnering with influencers or bloggers in your niche to help promote your product and generate buzz. By sending them free samples or offering them a commission for any sales they generate, you can tap into their audience and increase your reach.

Dental Professionals and Clinics

Partnering with dental professionals and clinics can provide additional credibility for your product and reach a captive audience. By offering free samples or establishing referral programs, you can attract new customers and generate more sales. It is important to have scientific evidence and research to back up the effectiveness of your product, as dental professionals are likely to recommend products that have been clinically proven to work.

You can also consider attending dental conferences or events to network with professionals in the industry and showcase your product. By building relationships with key opinion leaders in the dental industry, you can help establish your product as a trusted and effective solution.

Marketing and Promotion Strategies

A comprehensive marketing and promotion strategy can help create product awareness and drive sales. However, it's important to note that there is no one-size-fits-all approach to marketing and promotion. Your strategy should be tailored to your target audience and the unique features and benefits of your product.

Here are some additional strategies to consider:

Branding and Packaging

Your product's branding and packaging should be attractive, eye-catching, and reflect the product's unique features and benefits. But there's more to packaging than just aesthetics. Eco-friendly and sustainable packaging can further differentiate your product and attract environmentally conscious consumers. Consider using materials like recycled paper or biodegradable plastics.

When it comes to branding, think beyond just a logo. Your brand should encompass your company's values, mission, and personality. This can help create a connection with consumers and foster brand loyalty.

Social Media and Influencer Marketing

Social media platforms such as Instagram, TikTok, or Facebook can create product awareness and generate sales. However, it's important to have a clear social media strategy in place. This includes identifying your target audience, creating engaging content, and measuring the success of your campaigns.

Partnering with social media influencers can further amplify product reach and create product buzz. But it's important to choose influencers that align with your brand and have a genuine connection with their followers.

Content Marketing and SEO

Developing informative and engaging content, such as blog posts, infographics, or videos, can help educate consumers and create product awareness. But it's not just about creating content - it's also about optimizing it for search engines.

Optimizing your website and product listings for SEO can improve search engine rankings and further increase product visibility. This includes conducting keyword research, optimizing meta tags and descriptions, and building high-quality backlinks.

Public Relations and Events

Generating product coverage through traditional media outlets, such as magazines or newspapers, can further boost product awareness. But don't overlook the power of events.

Attending industry events or sponsoring dental conferences can provide opportunities to showcase your product and generate leads. This can also help establish your company as a thought leader in the industry.

By combining these strategies, you can create a comprehensive marketing and promotion plan that drives product awareness and sales.


The floss market is growing at a steady rate, with consumers increasingly seeking innovative and convenient products. To enter the market successfully, you must define a unique selling proposition, develop various product options, choose the right distribution channels, and develop a comprehensive marketing strategy. Taking these steps can help drive sales and establish your product in this competitive market.

Learn more about Industry Guidelines