re working on toothpastes that claim to help rematerialize teeth, which apparently are dematerialized through exposure to food and sugar.
             A confluence of changes in demographics, science, marketing and competition has added new dimensions, and niches, to the industry. It offers a glimpse into how the mind-set of consumer products manufacturers is changing and how much more demanding consumers have become. Consumers like getting targeted therapeutic benefits from all kinds of products - consider calcium in orange juice, for example. People want to think they can be healthier with no extra effort, encouraging manufacturers to create even more targeted benefits. Today, the average supermarket or drugstore carries nearly 84 different toothpaste items, not including all the new whitening products, according to market
             Diane Dietz, marketing director for North American Oral Care for Procter & Gamble. P&G used to make new products and then hand them off to the marketing department to sell them, Dietz said. Now
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