Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Excluded
- Abbreviations
Future Opportunities
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- For your own good
- Fresh and clean, wherever you are…
Market in Brief
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- Restricted regimens
- Talk to a professional
- Don’t dent(ure) my confidence
- The great white way
- Brushes get the brush-off
- Future
Internal Market Environment
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- Key points
- Visits to the dentist
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- Figure 1: Number of dentists and patients seen in England in previous 24 months, 2008/09 and 2009/10
- Regional influences
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- Figure 2: Courses of dental treatments in England, by region, 2008-10
- Water fluoridation
- Grin and wear it
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- Figure 3: Non-surgical procedures carried out in the UK, 2008-10
- Denture wearers
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- Figure 4: Trends in the number of adults who wear dentures, 2006-10
Broader Market Environment
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- Key points
- Diet and stained teeth
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- Figure 5: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2006-10
- Gum and mints
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- Figure 6: Trends in consumption of chewing gum and mints, 2006-10
- Demographic changes
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- Figure 7: Trends in the age structure of the UK population, 2005-15
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Launch activity
- Popular product claims
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- Figure 8: New product launches in the UK oral hygiene market, by claim, 2010
- Product launches by category
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- Figure 9: New product launches in the UK oral hygiene market, by category, 2010
- Manufacturers and brands
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- Figure 10: New product launches in the UK oral hygiene market, by company, 2010
- Themes
- Milk round
- Power tools
- Multitasking
- Age concern
- Smiles of style
- White out
- A cleanse with polish
- On the radar elsewhere
- White wash
- Ageing gracefully
- Repairs on the run
- Alternative formats
- The germinators
- Bundle up
- Getting specific
- Precious pastes
- Age to age
- It’s fun to floss
- Clean getaway
Competitive Context
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- Key points
- The beauty market
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- Figure 11: UK retail value sales of selected cosmetics and toiletries, 2005-09
- Defence against diets
- Chewing gum and mints
- Power brushes
- The tooth about beauty
Market Size and Forecast
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- Key points
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- Figure 12: UK value sales of oral hygiene, at current and constant prices, 2005-15
- Bridging gaps in the market
- Put your money where your mouth is
- Navigating the offer
- The future of the market
- Forecast
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- Figure 13: Best- and worst-case forecasts for oral hygiene, 2005-15
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- Figure 14: Forecasts for oral hygiene, 2010-15
Segment Performance
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- Key points
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- Figure 15: UK retail value sales and forecast of oral hygiene, by sector, 2005-15
- Toothpaste
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- Figure 16: UK retail value sales of toothpaste, by type, 2009 and 2010
- Toothbrushes
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- Figure 17: UK retail value sales of toothbrushes, by type, 2005-10
- Mouthwash
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- Figure 18: UK retail value sales of mouthwash, by type, 2005-10
- Denture products
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- Figure 19: UK value sales of denture products, 2005-10
- The future of the market
- Dental ancillaries
Market Share
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- Key points
- Market shares
- Toothpaste
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- Figure 20: Manufacturers’ shares, in UK value sales of toothpaste, 2009
- Toothbrushes
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- Figure 21: Manufacturers’ shares, in UK value sales of toothbrushes, 2009
- Mouthwash
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- Figure 22: Manufacturers’ shares in UK value sales of mouthwash, 2009
Companies and Products
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- Brand map
- Major players
- Colgate-Palmolive Ltd
- GlaxoSmithKline
- Procter & Gamble
- Wisdom Toothbrushes
- Philips
Brand Communication and Promotion
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- Key points
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- Figure 23: Main monitored media advertising spend on oral hygiene, 2006-10
- Adspend’s recovery
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- Figure 24: Main monitored media advertising spend on oral hygiene, by sector, 2006-10
- Adspend by media channel
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- Figure 25: Main monitored media advertising spend on oral hygiene, by media type, 2006-10
- Adspend by company
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- Figure 26: Main monitored media advertising spend on oral hygiene, top 20 companies, 2006-10
- Advertising themes
- Expect the unexpected
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- Figure 27: Seasonality in the UK oral hygiene market, new product launches vs. adspend, 2006-10*
- Marketing themes
- Dealing with discounting
- Beautiful smiles
- Off-the-box campaigns
Channels to Market
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- Key points
- Distribution
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- Figure 28: UK value sales of oral hygiene, by outlet type, 2008-10
- Importance of merchandising
The Consumer – Usage and Frequency
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- Key points
- Toothpaste
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- Figure 29: Trends in frequency and use of toothpaste, 2006-10
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- Figure 30: Trends in type of toothpaste used, 2007-10
- Toothbrushes
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- Figure 31: Trends in frequency and use of toothbrushes, 2006-10
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- Figure 32: Trends in use of standard and electric toothbrushes, and ownership and purchasing of electric toothbrushes, 2006-10
- Mouthwashes
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- Figure 33: Trends in frequency and use of mouthwashes and gargles, 2006-09
- Dental ancillaries
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- Figure 34: Types/kinds of oral care products (other than toothpaste) used, 2010
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- Figure 35: Frequency and use of oral care (other than toothpaste), 2010
- The children’s market
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- Figure 36: Trends in usage of oral hygiene – 11-14s, 2006-10
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- Figure 37: Brand deciders for oral hygiene products – 11-19s, 2008-10
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- Figure 38: Usage of dental ancillary products – 11-19s, 2006-10
The Consumer – Oral Health Concerns
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- Key points
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- Figure 39: Oral health concerns, November 2010
- White out
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- Figure 40: Benefits looked at while purchasing toothpaste for self or someone in household, by leading personal concerns about overall oral health, November 2010
- Problems with solutions
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- Figure 41: Attitudes towards oral health, by leading personal concerns about overall oral health, November 2010
- Call to action
- A sensitive issue
- Beating bad breath
- Men give oral care the brush-off
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- Figure 42: Difference in selected oral health concerns, by gender, November 2010
Consumer Influence on Choice of Dental Products
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- Key points
- Toothpaste
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- Figure 43: Benefits looked at while purchasing toothpaste for self or someone in household, November 2010
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- Figure 44: Factors influencing the usage of toothpaste, November 2010
- Toothbrushes
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- Figure 45: Factors influencing the usage of toothbrushes, November 2010
- Mouthwash
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- Figure 46: Benefits looked at while purchasing mouthwash for self or someone in household, November 2010
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- Figure 47: Factors influencing the usage of mouthwashes, November 2010
- Dental ancillaries
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- Figure 48: Factors influencing the usage of dental floss/tape/interdental sticks and brushes, November 2010
Consumer Attitudes Towards Oral Health
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- Key points
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- Figure 49: Attitudes towards oral health, November 2010
- Brushing the surface
- The kids aren’t all right
- Men behaving badly
Target Groups
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- Key points
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- Figure 50: Target groups for oral hygiene, November 2010
- Mouth Proud
- Dentally Disengaged
- Bad With Brushes
- Image Conscious
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- Figure 51: Attitudes towards oral health, by target groups, November 2010
- Figure 52: Personal concerns about overall oral health, by target groups, November 2010
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- Figure 53: Benefits looked at while purchasing toothpaste for self or someone in household, by target groups, November 2010
- Figure 54: Factors influencing the usage of toothbrushes, by target groups, November 2010
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- Figure 55: Benefits looked at while purchasing mouthwash for self or someone in household, by target groups, November 2010
- Figure 56: Factors influencing the usage of dental floss/tape/interdental sticks and brushes, by target groups, November 2010
Appendix – Internal Market Environment
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- Figure 57: Adults who wear dentures, by demographics, 2010
- Figure 58: Denture wearers, by age and gender, 2010
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Appendix – Broader Market Environment
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- Figure 59: Trends in the age structure of the UK population, by gender, 2005-15
- Figure 60: Trends and projections in the UK population, by age group, 2005-15
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Appendix – Who’s Innovating?
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- Figure 61: New product launches in the UK oral hygiene market, by sub-category, 2006-10
- Figure 62: New product launches in the UK oral hygiene market, by claim category, 2006-10 (top 10)
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- Figure 63: New product launches in the UK oral hygiene market, by flavour component sub-group, 2006-10
- Figure 64: New product launches in the UK oral hygiene market, by private label, 2006-10
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Appendix – Segment Performance
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- Figure 65: Best- and worst-case forecast for toothpaste, 2005-15
- Figure 66: Best- and worst-case forecast for toothbrushes, 2005-15
- Figure 67: Best- and worst-case forecast for mouthwash, 2005-15
- Figure 68: Best- and worst-case forecast for denture products, 2005-15
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- Figure 69: Best- and worst-case forecast for dental ancillaries, 2005-15
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Appendix – Brand Communication and Promotion
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- Figure 70: Main monitored media advertising spend on oral hygiene products, top 20, 2006-10
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Appendix – Consumer Usage and Frequency
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- Figure 71: Frequency of toothbrush usage, by demographics, 2010
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- Figure 72: Frequency of use of toothpaste, by demographics, 2010
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- Figure 73: Frequency of use of mouthwash and gargles, by demographics, 2009
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- Figure 74: Frequency of use of oral care (other than toothpaste), by demographics, 2010
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Appendix – Consumer Oral Health Concerns
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- Figure 75: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
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- Figure 76: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
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- Figure 77: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
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- Figure 78: Agreement with selected lifestyle statements, GB, 2005-09
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- Figure 79: Benefits looked at while purchasing mouthwash for self or someone in household, by most popular personal concerns about overall oral health, November 2010
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- Figure 80: Benefits looked at while purchasing mouthwash for self or someone in household, by next most popular personal concerns about overall oral health, November 2010
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Appendix – Influence on Choice of Dental Products
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- Further analysis
- Influences on choosing dental products
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- Figure 81: Factors influencing the usage of toothpaste, by target groups, November 2010
- Figure 82: Factors influencing the usage of toothpaste, by demographic, November 2010
- Figure 83: Factors influencing the usage of toothpaste, by demographic, November 2010
Appendix – Consumer Attitudes Towards Oral Health
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- Figure 84: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
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- Figure 85: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
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- Figure 86: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
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Appendix – Target Groups
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- Figure 87: Attitudes towards oral health, by demographics, November 2010
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