MARKET STRUCTURES is there anything that can be asked about this comment?

Thank You for any inputs.

The broader industry that Listerine is a part of is the personal care industry, which includes products for oral care, makeup, skincare, and fragrance. However, the mouthwash industry specifically is made up of many brands and it is common to visit a store and see a dozen brands or more on the shelves. Listerine is the main company for mouthwashes, but other main brands include Crest, Scope, Colgate, and ACT. The market concentration is high, as there are not many small firms participating in mouthwash as a market. For example, I searched "mouthwash" on the websites of Walmart, Target, and Walgreens. Walmart and Target had the same brands, while Walgreens had a slightly larger selection with less popular brands. As a whole, brands like Listerine and Crest in particular dominate the mouthwash market. The mouthwash industry is very homogeneous, with every mouthwash's main objective being eliminating germs in the mouth as an extra step to brushing one's teeth. Where brands focus in differentiating their product is bonus features, like Listerine Whitening, Listerine Total Care, or Listerine Gum Therapy. I believe that there would be many barriers to entry into the mouthwash industry mostly due to that high market concentration. Since there are a small group of large, dominant brands, it may be difficult to differentiate a newer brand,especiallywhen the market is homogeneous. Brand loyalty would be a barrier to entry since Listerine itself is one of those brands that has surpassed brand name and become a sort of synonym to the product it represents, such as Kleenex or Chapstick. In addition, meeting FDA regulations for mouthwash and performing the tests necessary may be daunting for a smaller firm. In terms of the market structure, based on sales it seems like Listerine has a monopoly over the mouthwash market. According to Statista's data on the top ten mouthwash brands/lines in 2018, Listerine made up approximately 54.8% of those sales (2020). The next highest brand was Crest with 17% of sales in 2018. This means that two brands alone make up almost 75% of sales in an entire market. In combination with barriers to entry and these large brands' knowledge of economies of scale, it is safe to say that the market structure of mouthwash is a monopoly. Since Listerine is the top dog in the industry and the monopoly in question, they can take advantage of many perks, especially the economies of scale. Their prices for materials are likely lower, they have regular national advertising campaigns, and their large size means that they can likely utilize more advanced and efficient technology, allowing them to produce more in the same time. Since Listerine is so prevalent, it may make other brands feel as if they have less of a chance to succeed in the market; it is difficult to say, though, if they would be led to participate in anticompetitive behaviors. As far as I remember, much of mouthwash advertising focuses on its benefits, not as much on how that benefit compares to that of a competitor. As the COVID-19 virus spread throughout the world, the personal care industries boomed, as it seems people began to put a higher focus on taking care of themselves and keeping healthy as best they can. According to Azelis, it is likely that the personal care industry will see a shift towards personal care products in the next year as opposed to "extra" products like makeup or skincare.