Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2006-16
- Market factors
- Older age segments to drive sales in the coming years
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- Figure 2: Any concern over health of teeth and gums, by age, October 2010-November 2011
- Women more likely than men to use range of oral health products
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- Figure 3: Use of oral care products, by gender, February 2012
- Economic woes stall growth
- Demand for whitening products helps drive market growth
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- Figure 4: Trial of tooth whitening products, by gender, February 2012
- Oral health/general health connection could stimulate sales
- Hispanics, blacks report more concern about oral health issues
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- Figure 5: Any concern over select oral care issues, by race/Hispanic origin, February 2012
- Retail channels
- Key players
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- Figure 6: Manufacturer FDMx sales of oral care products in the U.S., 2010 and 2011
- The oral care consumer
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- Figure 7: Any concern over select oral care issues, by gender, February 2012
- What we think
Issues in the Market
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- To what extent will an aging population impact growth in the oral care market?
- To what extent will teeth whitening play a role in the oral care market?
- How are oral care routines changing and what does that mean for the market as a whole?
Insights and Opportunities
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- Forwarding the oral health/general health link
- More ergonomic products for the growing Boomer/senior population
- Emphasis on kid’s oral health
- Adding innovative products to the oral care routine
- Co-branding with gum and mint makers for a new oral health category
Inspire Insights
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- Trend: Hungry Planet
- Trend: Life Coaching
Market Size and Forecast
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- Key points
- Older consumers, women most likely to be concerned about oral health
- Economic challenges negatively impact larger growth margins
- Brighter smiles, general health will help drive future sales
- Sales and forecast of oral care products
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- Figure 8: Total U.S. retail sales and forecast of oral care market, at current prices, 2006-16
- Figure 9: Total U.S. retail sales and forecast of oral care market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 10: Total U.S. retail sales and fan chart forecast of oral care, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Population increases in older age groups set to push further growth
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- Figure 11: Concern over health of teeth and gums, by age, October 2010-November 2011
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- Figure 12: Population, by age, 2006-16
- Encouraging oral health at a young age
- Women more likely to use a range of oral care products than men
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- Figure 13: U.S. female population, by age, 2006-16
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- Figure 14: Use of oral care products, by gender, February 2012
- High unemployment, fluctuating consumer confidence decelerate growth
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- Figure 15: Unemployment, January 2007-March 2012
- Figure 16: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
- Cosmetic concerns; link between oral and overall health also drive sales
- Demand for whiter teeth
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- Figure 17: Trial of tooth whitening products, February 2012
- Oral health can influence general health
- Blacks, Hispanics often have limited access to professional dental care
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- Figure 18: Level of concern over select oral care issues, by race/Hispanic origin, February 2012
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- Figure 19: Population, by race and Hispanic origin, 2006-16
Competitive Context
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- Private label competes on value during a down economy
- Natural products are a niche market, but sales are growing
- Professional procedures are costly and compete with OTC oral care
- Chewing gums, probiotic mints promise oral care results
Segment Performance
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- Key points
- Toothpaste accounts for more than a third of the market
- Economic recovery to spur sales of mouthwash, accessories, whiteners
- Sales of oral care products by segment
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- Figure 20: Sales of oral care products, segmented, by type, 2010 and 2011
Segment Performance—Toothpaste
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- Key points
- Toothpaste penetration high, but added benefits can help grow sales
- Sales and forecast of toothpaste
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- Figure 21: Sales and forecast of Toothpaste, at current prices, 2006-16
Segment Performance—Mouthwash/Rinses
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- Key points
- Mouthwash sales to grow as manufacturers provide “total care”
- Sales and forecast of mouthwash/rinses
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- Figure 22: Sales and forecast of mouthwash/rinses, at current prices, 2006-16
Segment Performance—Toothbrushes
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- Key points
- Toothbrush sales expected to decline into 2016
- Sales and forecast of toothbrushes
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- Figure 23: Sales and forecast of toothbrushes, at current prices, 2006-16
Segment Performance—Floss/Accessories/Tools
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- Key points
- Floss/accessories/tools benefit from innovation
- Sales and forecast of floss/accessories/tools
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- Figure 24: Sales and forecast of floss/accessories/tools, at current prices, 2006-16
Segment Performance—Bleaching/Whitening Kits
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- Key points
- Cosmetic concerns drive growth, but other products set to compete
- Sales and forecast of bleaching/whitening kits
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- Figure 25: Sales and forecast of bleaching/whitening kits, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets, drug stores struggle to compete with mass merchandisers, club stores, and other retailers
- Sales of oral care products, by channel
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- Figure 26: U.S. retail sales of oral care products, by channel, 2010 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarkets are convenient, but cannot compete with mass pricing
- Supermarket sales of oral care products
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- Figure 27: U.S. supermarket sales of oral care products, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug channel drops 10.4% in 2011; store brands could turn around sales
- Drug store sales of oral care products
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- Figure 28: U.S. drug store sales of oral care products, at current prices, 2006-11
Retail Channels—Other Retailers
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- Key points
- Mass merchandisers/club stores offer unparalleled value
- Other retail channel sales of oral care products
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- Figure 29: Other retail channel sales of oral care products, at current prices, 2006-11
Natural Channel Marketplace
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- Key points
- Sales growth strong in natural grocery channel
- Sales of oral care in the natural channel
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- Figure 30: Natural supermarket sales of oral care at current prices, 2009-11
- Figure 31: Natural supermarket sales of oral care, at inflation-adjusted prices, 2009-11
- Natural channel sales of oral care by segment
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- Figure 32: Natural supermarket sales of oral care, by segment, 2009 and 2011
Leading Companies
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- Key points
- Procter & Gamble holds more than a third of the FDMx market
- Colgate-Palmolive, GlaxoSmithKline grow sales substantially
- Johnson & Johnson, Church & Dwight both decline
- Private label sells more than GlaxoSmithKline and Church & Dwight
- Manufacturer sales of oral care products
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- Figure 33: Manufacturer FDMx sales of oral care products in the U.S., 2011-12
Brand Share—Toothpaste
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- Key points
- Crest toothpaste brands boost sales for P&G
- Colgate Optic White launch grows sales for Colgate-Palmolive
- Sensodyne Pronamel lifts GlaxoSmithKline by 7.7%
- Church & Dwight drops despite growth from Arm & Hammer Complete Care
- Manufacturer sales and brand sales of toothpaste
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- Figure 34: Selected FDMx brand sales and market share of toothpaste in the U.S., 2011-12
Brand Share—Mouthwash/Rinses
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- Key points
- Listerine tops mouthwash segment, but Crest Pro grows strongly
- The “Total Care” trend
- Private label is a presence in mouthwash
- Manufacturer sales and brand sales of mouthwash/rinses
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- Figure 35: Selected FDMx brand sales and market share of mouthwash/rinses in the U.S., 2011-12
Brand Share—Toothbrushes
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- Key points
- Manual toothbrush brands still outsell power toothbrushes
- Private label performs with $6 million in sales
- Manufacturer sales and brand sales of toothbrushes
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- Figure 36: Selected FDMx brand sales and market share of toothbrushes in the U.S., 2011-12
Brand Share—Floss/Accessories/Tools
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- Key points
- P&G declines despite surging Oral-B Glide Pro Health floss
- Sonicare E Series replacement brush heads soar
- Dentek, Sunstar outpace all other leading manufacturers
- J&J, Waterpik manage small gains
- Private label makes up 15% of FDMx market
- Manufacturer sales and brand sales of floss/accessories/tools
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- Figure 37: Selected FDMx brand sales and market share of floss/accessories/tools in the U.S., 2011-2012
Brand Share—Bleaching/Whitening Kits
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- Key points
- P&G dominates the FDMx whitening/bleaching segment
- Private label comprises more than 12% of the FDMx market
- Manufacturer sales and brand sales of bleaching/whitening kits
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- Figure 38: Selected FDMx brand sales and market share of bleaching/whitening kits in the U.S, 2011-12
Innovations and Innovators
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- Mouthwash introductions increase in 2011
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- Figure 39: New oral care product launches, by category, 2007-11
- Cavity prevention is still the top toothpaste attribute
- Demand for gleaming teeth drives innovation
- Making flossing more convenient
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Crest 3D White
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- Figure 40: Brand analysis of Crest 3D White toothpaste, 2012
- Online initiatives
- TV presence
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- Figure 41: Crest 3D White toothpaste television ad, 2012
- Print and other
- Brand analysis: Colgate Optic White
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- Figure 42: Brand analysis of Colgate Optic White, 2012
- Online initiatives
- TV presence
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- Figure 43: Colgate Optic White toothpaste television ad, 2012
- Brand analysis: Arm & Hammer Advance White
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- Figure 44: Brand analysis of Arm & Hammer Advance White toothpaste, 2012
- Online initiatives
- TV presence
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- Figure 45: Arm & Hammer Advance White toothpaste television ad, 2012
- Print and other
Oral Care Concerns
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- Key points
- Women are more likely than men to express concern about oral health
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- Figure 46: Concern over health of teeth and gums, by gender, October 2010-November 2011
- 18-24s are least likely to be concerned about oral health; 55-64s are likely to be the most concerned
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- Figure 47: Concern over health of teeth and gums, by age, October 2010-November 2011
- Overall concern slightly down from 2008
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- Figure 48: Concern about the health of teeth and gums, by age and gender, October 2010-November 2011
- Most are very/somewhat concerned about a range of oral health issues
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- Figure 49: Colgate oral care products television ad, 2011
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- Figure 50: Level of concern over select oral care issues, February 2012
- Women are more likely than men to report concern about specific oral health issues
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- Figure 51: likelihood of concern over select oral care issues, by gender, February 2012
- Concern about specific oral health issues declines with age
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- Figure 52: Likelihood of concern over select oral care issues, by age, February 2012
Product Usage
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- Key points
- Manual toothbrush, mouthwash, anti-cavity toothpaste used most
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- Figure 53: Use of oral care products, by gender, February 2012
- 18-24s least likely to use a range of oral care products
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- Figure 54: Use of oral care products, by age, February 2012
- Household income impacts oral care product usage
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- Figure 55: Use of oral care products, by household income, February 2012
- Use of oral care for thinning enamel, halitosis, receding gums, gingivitis
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- Figure 56: Use of oral care products, by level of concern over select oral care issues, February 2012
Whitening Products
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- Key points
- Four in 10 have tried whitening at home with toothpaste
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- Figure 57: Trial of tooth whitening products, by gender, February 2012
- Trial of teeth whitening products/services declines with age
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- Figure 58: Crest 3D White Whitestrips 2 Hour Express television ad, 2011
- Figure 59: Trial of tooth whitening products, by age, February 2012
Purchase Habits and Preferences
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- Key points
- Women far more likely than men to buy oral care for the household
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- Figure 60: Primary purchaser of oral care products, by gender, February 2012
- 18-24s least likely to be primary oral care buyer for the household
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- Figure 61: Primary purchaser of oral care products, by age, February 2012
- Half of respondents try new oral care based on dentist recommendation
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- Figure 62: Attitudes toward trying new oral care products, by gender, February 2012
- 18-34s most likely to try new products based on TV, print, or internet ads
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- Figure 63: Attitudes toward trying new oral care products, by age, February 2012
- Trial of new products largely dependent on household income
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- Figure 64: Attitudes toward trying new oral care products, by household income, February 2012
Interest in Oral Care Product Attributes
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- Key points
- Respondents look for attributes in toothpaste more than mouthwash
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- Figure 65: ACT Restoring television ad, 2011
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- Figure 66: Purchasing criteria for toothpaste and mouthwash, February 2012
- 18-24s most likely to look for a range of product attributes
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- Figure 67: Purchasing criteria for mouthwash and toothpaste, by age, February 2012
Brand Selection and Usage
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- Key points
- Oral-B and Colgate power toothbrushes rate highest among consumers
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- Figure 68: Brands of power toothbrushes used, October 2010-November 2011
- Oral-B is also reported as consumers’ preferred manual toothbrush, followed by Crest
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- Figure 69: Brands of manual toothbrushes used, October 2010-November 2011
- Consumers most likely to use Listerine as their mouthwash brand
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- Figure 70: Brands of mouthwash used, October 2010-November 2011
- Oral-B used most by floss users
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- Figure 71: Brands of dental floss used, October 2010-November 2011
Attitudes toward Oral Care Products
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- Key points
- A quarter of respondents are concerned about oral care product safety
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- Figure 72: Attitudes toward oral care products, by gender, February 2012
- 18-24s most likely to notice quality difference in national brand pastes
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- Figure 73: Attitudes toward oral care products, by age, February 2012
Interest in New Types of Oral Care Products
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- Key points
- Majority are uninterested in/unaware of some new oral care products
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- Figure 74: Willingness to try new oral care products, February 2012
- Women are more likely than men to be interested in some new types of oral care
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- Figure 75: Willingness to try new oral care products, by gender, February 2012
- Younger respondents more likely to be interested in new types of oral care products
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- Figure 76: Willingness to try new oral care products, by age, February 2012
Oral Care Packaging Preferences
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- Key points
- Packaging not a big issue for respondents
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- Figure 77: Attitudes toward packaging, by gender, February 2012
- 18-34s most likely to wish for more recycled packaging
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- Figure 78: Attitudes toward packaging, by age, February 2012
Impact of Race/Hispanic Origin
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- Key points
- Blacks, Hispanics more likely to be concerned about various oral health concerns
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- Figure 79: Likelihood of concern over select oral care issues, by race/Hispanic origin, February 2012
- Blacks most likely to use mouthwash on a regular basis
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- Figure 80: Use of oral care products, by race/Hispanic origin, February 2012
- Blacks, Hispanics most likely to try to whiten teeth with mouthwash
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- Figure 81: Trial of tooth whitening products, by race/Hispanic origin, February 2012
- Asian and Hispanic respondents more likely to be concerned about product safety
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- Figure 82: Attitudes toward oral care products, by race/Hispanic origin, February 2012
- Hispanics least likely to try new products based on dentist/hygienist recommendation
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- Figure 83: Attitudes toward trying new oral care products, by race/Hispanic origin, February 2012
Custom Consumer Groups
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- Key points
- Presence of children translates to higher rate of oral health concerns
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- Figure 84: Likelihood of concern over select oral care issues, by gender, February 2012
- Parents with children under 18 in the household more likely to look for a range of product attributes
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- Figure 85: Purchasing criteria for mouthwash and toothpaste, by age, February 2012
SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures
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- Overview of toothpaste
- Toothpaste
- Consumer insights on key purchase measures
- Brand map
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- Figure 86: Brand map, selected brands of toothpaste buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending 6/26/2011
- Overview of toothbrush/dental accessories
- Manual toothbrushes
- Consumer insights on key purchase measures
- Brand map
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- Figure 88: Brand map, selected brands of manual toothbrushes buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 52 weeks ending 6/26/2011
- Dental floss
- Consumer insights on key purchase measures
- Brand map
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- Figure 90: Brand map, selected brands of dental floss buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of dental floss, by household penetration, 52 weeks ending 6/26/2011
- Mouthwash
- Consumer insights on key purchase measures
- Brand map
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- Figure 92: Brand map, selected brands of mouthwash buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of mouthwash, by household penetration, 52 weeks ending 6/26/2011
Appendix—Other Useful Consumer Tables
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- Oral care concerns
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- Figure 94: Level of concern over select oral care issues, by household income, February 2012
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- Figure 95: Use of oral care products, by level of concern over select oral care issues, February 2012
- Whitening products
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- Figure 96: Trial of tooth whitening products, by household income, February 2012
- Interest in oral care product attributes
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- Figure 97: Purchasing criteria for mouthwash and toothpaste, by gender, February 2012
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- Figure 98: Purchasing criteria for mouthwash and toothpaste, by household income, February 2012
- Attitudes toward oral care products
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- Figure 99: Attitudes toward oral care products, by household income, February 2012
- Interest in new types of oral care products
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- Figure 100: Willingness to try new oral care products, by household income, February 2012
- Oral care packaging preferences
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- Figure 101: Attitudes toward packaging, by household income, February 2012
- Impact of race/Hispanic origin
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- Figure 102: Willingness to try new oral care products, by race/Hispanic origin, February 2012
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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