Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast value sales for oral healthcare products, 2006-16
- Segmentation
- Market factors
- New regulations on OTC teeth whitening
- Dental costs start to bite
- The influence of diet on tooth staining
- Companies, brands and innovation
- Brand share by sector
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- Figure 2: Manufacturers’ shares in UK value sales of oral hygiene, by sector, 2011
- Innovation
- The consumer
- Key oral care concerns
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- Figure 3: Oral health concerns, November 2011
- Purchasing behaviour
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- Figure 4: Brand usage, November 2011
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- Figure 5: Benefits sought when purchasing toothpaste, November 2011
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- Figure 6: Attitudes towards oral care products, November 2011
- Teeth whitening
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- Figure 7: Use of teeth-whitening treatments, by type, November 2011
- Figure 8: Would be interested in teeth-whitening products, by demographics, November 2011
- What we think
Issues in the Market
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- How is the recession impacting on sales of oral hygiene products?
- Which sectors of the market have most potential for growth?
- What are consumers’ main oral health concerns?
- What benefits do consumers look for when purchasing toothpastes?
- What impact will the ageing population have on the oral care market?
- Who is most interested in teeth-whitening treatments, and how can marketers better target them?
Future Opportunities
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- Trend: Mood to Order
- Trend: Retired for Hire
Internal Market Environment
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- Key points
- Visits to the dentist
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- Figure 9: Number of patients seen in England in previous 24 months, 2008/09 and 2010/11
- Courses of dental treatments by region
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- Figure 10: Courses of dental treatments in England, by region, 2009/10 and 2010/11
- Improved dental hygiene sees decline in denture wearers
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- Figure 11: Trends in the number of adults who wear dentures, 2007-11
- New regulations on OTC tooth-whitening
- Young people risking their oral health
- Diet and stained teeth
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- Figure 12: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2007-11
- Poor brushing habits
- Dental costs start to bite
- Concerns about safety of ingredients
Broader Market Environment
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- Key points
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- Figure 13: Forecast growth in the UK population, by age and gender, 2011-16
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- Figure 14: Trends in the socio-economic structure of the UK population, 2011-16
- Greater focus on price as incomes squeezed
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- Figure 15: Attitudes towards price when shopping, 2007-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Product launches by category
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- Figure 16: New product launches in the oral healthcare market, by category, UK, 2011
- Popular product claims
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- Figure 17: New product launches in the oral healthcare market, by claim, UK, 2011
- Manufacturers and brands
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- Figure 18: New product launches in the UK oral hygiene market, by company, 2011
- Examples of new launches by claim
- Breath Freshening
- Children’s products (5-12)
- Babies and toddlers (0-4)
- Botanical and herbal ingredients
- Sensitive teeth
- Teeth Whitening
- Milder taste
- Solid toothpastes
- Multifunctional care
- In-built reminders
Competitive Context
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- Key points
- Oral care is a key element of the beauty and personal care market
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- Figure 19: UK retail value sales of selected cosmetics and toiletries, 2006-11
- Snacking benefits oral care
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- Figure 20: Trends in the tendency to eat treats, 2006-10
- Chewing gum as opposed to brushing
- Use of electric toothbrushes
Market Size and Forecast
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- Key points
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- Figure 21: UK value sales and forecast of oral healthcare, at current and constant prices, 2006-16
- The future of the market
- Forecast
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- Figure 22: Best- and worst-case forecast retail value sales of oral healthcare, 2006-16
Segment Performance
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- Key points
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- Figure 23: UK retail value sales and forecast of oral healthcare, by sector, 2006-16
- Toothpaste
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- Figure 24: UK retail value sales of toothpaste, by type, 2009-11
- Toothbrushes
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- Figure 25: UK retail value sales of toothbrushes, by type, 2009-11
- Mouthwash
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- Figure 26: UK retail value sales of mouthwash, by type, 2009-11
- Denture products
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- Figure 27: UK retail value sales of denture products, 2009-11
Market Share
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- Key points
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- Figure 28: Manufacturers’ shares in UK value sales of toothpaste, 2010 and 2011
- Toothbrushes
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- Figure 29: Manufacturers’ shares in UK value sales of tootbrushes, 2010 and 2011
- Mouthwashes
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- Figure 30: Manufacturers’ shares in UK value sales of mouthwashes, 2010 and 2011
Companies and Products
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- Colgate-Palmolive
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- Figure 31: Colgate-Palmolive’s most recent product launches in the oral healthcare market, UK, July-December 2011
- GlaxoSmithKline
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- Figure 32: GSK’s most recent product launches in the oral healthcare market, UK, July-December 2011
- Procter & Gamble
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- Figure 33: Procter & Gamble’s most recent product launches in the oral healthcare market, UK, July-December 2011
- Wisdom Toothbrushes
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- Figure 34: Wisdom’s most recent product launches in the oral healthcare market, UK, July-December 2011
- Philips
- Church & Dwight
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- Figure 35: Church & Dwight’s most recent product launches in the oral healthcare market, UK, July-December 2011
- Johnson & Johnson
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- Figure 36: Johnson & Johnson’s most recent product launches in the oral healthcare market, UK, July-December 2011
- Alliance Boots
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- Figure 37: Boots’ most recent product launches in the oral healthcare market, UK, July-December 2011
Brand Communication and Promotion
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- Key points
- Topline adspend
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- Figure 38: Main monitored media advertising spend on oral hygiene, 2007-11
- Adspend by sector
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- Figure 39: Main monitored media advertising spend on oral hygiene, by sector, 2010
- Adspend by company
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- Figure 40: Main monitored media advertising, by company, 2010
- GlaxoSmithKline
- Colgate-Palmolive
- Johnson & Johnson
- Oral-B
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of brands in the oral health market, November 2011
- Correspondence analysis
- Brand attitudes
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- Figure 42: Attitudes by oral health brand, November 2011
- Brand personality
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- Figure 43: Oral health brand personality – macro image, November 2011
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- Figure 44: Oral health brand personality – micro image, November 2011
- Brand experience
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- Figure 45: Oral health brand usage, November 2011
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- Figure 46: Satisfaction with various oral health brands, November 2011
- Figure 47: Consideration of oral health brands, November 2011
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- Figure 48: Consumer perceptions of current oral health brand performance, November 2011
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- Figure 49: Oral health brand recommendation – Net Promoter Score, November 2011
- Brand index
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- Figure 50: Oral health brand index, November 2011
- Figure 51: Oral health brand index vs. recommendation, November 2011
- Target group analysis
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- Figure 52: Target groups, November 2011
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- Figure 53: Oral health brand usage, by target groups, November 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Channels to Market
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- Key points
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- Figure 54: UK value sales of oral hygiene products, by outlet type, 2009-11
- Grocery multiples dominate distribution
- Product variety is key USP for Boots
- Online appeals to convenience shoppers
- Independent chemists benefit from top-up and distress purchases
The Consumer – Usage and Frequency
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- Key points
- Toothpaste
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- Figure 55: Trends in frequency and use of toothpaste, 2007-11
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- Figure 56: Type of toothpaste used, 2007-11
- Toothbrushes
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- Figure 57: Trends in frequency and use of toothbrushes, 2007-11
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- Figure 58: Trends in use of standard and electric toothbrushes, and ownership and purchasing of electric toothbrushes, 2007-11
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- Figure 59: Ownership and purchasing of electric toothbrushes, by socio-economic group, 2011
- Mouthwashes
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- Figure 60: Trends in frequency and use of mouthwashes, 2010 and 2011
- Dental ancillaries
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- Figure 61: Use of oral care products (other than toothpaste), 2010 and 2011
- Non-users are key targets
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- Figure 62: Non-users of oral care products, by age group, 2011
The Consumer – Oral Health Concerns
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- Key points
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- Figure 63: Oral health concerns, November 2011
- Encouraging men to brush more often to combat plaque/tartar
- 16-24-year-olds worry about stained/yellowing teeth
- Heavy consumption of fizzy carbonates means 16-24-year-olds suffer from tooth sensitivity
- Ageing population drives demand for products targeting cavities and receding gums
- Office workers worry about bad breath
- Men are less concerned about their oral health
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- Figure 64: Selected oral health concerns, by gender, November 2011
The Consumer – Brand Usage
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- Key points
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- Figure 65: Brand usage, November 2011
- Brand loyalty
- Brand switching
- Chasing promotions
- Any brand
The Consumer – Benefits Sought When Purchasing Toothpaste
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- Key points
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- Figure 66: Benefits sought when purchasing toothpaste, November 2011
- Cosmetic benefits
- Functional benefits
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- Figure 67: Benefits sought when purchasing toothpaste, by brand usage, November 2011
The Consumer – Attitudes towards Oral Care Products
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- Key points
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- Figure 68: Attitudes towards oral care products, November 2011
- Price promotions appeal to the 25-34s
- Price promotions also appeal to larger household sizes
- Students economise on their oral care expenditure
- Asking for advice
- Targeting men with non-mint based toothpaste flavours
- Safety of ingredients
- Swayed by marketing
The Consumer – Teeth-whitening Treatments
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- Key points
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- Figure 69: Use of teeth-whitening treatments, any at-home treatments and any out-of-home treatments, November 2011
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- Figure 70: Use of teeth-whitening treatments, any treatments at home and professional treatments away from home, by age, November 2011
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- Figure 71: Use of teeth-whitening treatments, by type, November 2011
- Teeth whitening at-home
- Professional teeth whitening at a dental clinic or beauty salon/spa
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- Figure 72: Use of professional teeth-whitening treatments, by marital status, November 2011
Appendix – Internal Market Environment
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- Figure 73: Number of adults who wear dentures, by demographics, 2011
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Appendix – Brand Research
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- Figure 14: Brand usage, November 2011
- Figure 15: Brand commitment, November 2011
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- Figure 16: Brand momentum, November 2011
- Figure 17: Brand diversity, November 2011
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- Figure 18: Brand satisfaction, November 2011
- Figure 19: Brand recommendation, November 2011
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- Figure 20: Brand attitude, November 2011
- Figure 21: Brand image – macro image, November 2011
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- Figure 22: Brand image – micro image, November 2011
- Figure 23: Profile of target groups by demographic, November 2011
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- Figure 24: Psychographic segmentation by target group, November 2011
- Figure 25: Brand usage by target group, November 2011
- Brand index
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- Figure 26: Brand index, November 2011
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Appendix – The Consumer – Usage and Frequency
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- Figure 74: Frequency and use of toothpaste, by demographics, 2011
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- Figure 75: Frequency and use of toothbrushes, by demographics, 2011
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- Figure 76: Ownership and purchasing of electric toothbrushes, by demographics, 2011
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- Figure 77: Frequency and use of oral care (other than toothpaste), by demographics, 2011
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Appendix – The Consumer – Oral Health Concerns
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- Figure 78: Concern about stained/yellowing teeth, by demographics, November 2011
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- Figure 79: Concern about sensitive teeth, by demographics, November 2011
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- Figure 80: Concern about plaque/tartar build-up, by demographics, November 2011
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- Figure 81: Concern about cold sores, by demographics, November 2011
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- Figure 82: Concern about cavities, by demographics, November 2011
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- Figure 83: Concern about gum problems in teeth, by demographics, November 2011
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- Figure 84: Concern about acid erosion/thinning enamel, by demographics, November 2011
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- Figure 85: Concern about bad breath, by demographics, November 2011
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- Figure 86: Concern about oral problems, by demographics, November 2011
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- Figure 87: Concern about teething problems, by demographics, November 2011
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- Figure 88: Concern about gingivitis or periodontal disease, by demographics, November 2011
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- Figure 89: Concern about protecting dental work, by demographics, November 2011
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Appendix – The Consumer – Brand Usage
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- Figure 90: Toothpaste usage, by demographics, November 2011
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- Figure 91: Toothbrush usage, by demographics, November 2011
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- Figure 92: Dental floss usage, by demographics, November 2011
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- Figure 93: Mouthwash usage, by demographics, November 2011
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Appendix – The Consumer – Benefits Sought When Purchasing Toothpaste
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- Figure 94: Most popular benefits sought, by demographics, November 2011
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- Figure 95: Next most popular benefits sought, by demographics, November 2011
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Appendix – The Consumer – Attitudes towards Oral Care Products
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- Figure 96: Agreement with the statements ‘I am concerned about the safety of ingredients used in oral care products’ and ‘Private-label oral care products are just as good as well-known brands’, by demographics, November 2011
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- Figure 97: Agreement with the statements ‘I am more likely to buy oral care products that are on promotion’ and ‘If I see an oral care product advertised (ie on TV or in a magazine), I am likely to try it’, by demographics, November 2011
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- Figure 98: Agreement with the statements ‘I try new oral care products based on family/ friends’ recommendations’ and ‘I try new oral care products based on recommendations from a dentist/hygienist’, November 2011
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- Figure 99: Agreement with the statements ‘I try new oral care products based on recommendations from a pharmacist’ and ‘I buy oral care products which provide the largest volumes per pack’, by demographics, November 2011
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- Figure 100: Agreement with the statements ‘I buy the cheapest available oral care products’ and ‘I would be interested in trying toothpaste in flavours other than mint’, by demographics, November 2011
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Appendix – The Consumer – Teeth-whitening Treatments
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- Figure 101: A professional service at a dental office for teeth whitening, by demographics, November 2011
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- Figure 102: A professional service at a beauty salon or a spa for teeth whitening, by demographics, November 2011
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- Figure 103: At home, with professional products purchased at a dental office or beauty salon for teeth whitening, by demographics, November 2011
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- Figure 104: At home, with whitening toothpaste for teeth whitening, by demographics, November 2011
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- Figure 105: At home, with over-the-counter whitening trays for teeth whitening, by demographics, November 2011
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- Figure 106: At home, with over-the-counter whitening strips for teeth whitening, by demographics, November 2011
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- Figure 107: At home, with mouthwash or rinse for teeth whitening, by demographics, November 2011
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- Figure 108: At home, with home laser gadget for teeth whitening, by demographics, November 2011
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