Each new benefit is a chance for toothpaste makers to push prices upward and drive sales. With some 93% of U.S. adults using toothpaste, according to Mintel, there's little room to recruit new users.
I hope you picked up on the disturbing part of that: Only 93% of adults use toothpaste? I mean I guess Water Pik users could be, like, another 1%, but who are the rest? The toothless? How can such a large percentage of adults in the world's richest nation be toothless?