“As a hygiene essential, the category continues to experience some growth in the face of price promotions. However, a reduction in oral care routines is undermining true growth potential, with mouthwash falling from favour. A focus on reinvigorating interest in mouthwashing through new usage propositions could benefit the overall category, whilst the continued alignment of oral care with beauty can boost interest and spend amongst a younger, more appearance-focussed audience ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Issues and Insights
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
The Market – What You Need to Know
Market Size and Forecast
Market Segmentation
Channels to Market
Market Drivers
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
The Consumer – What You Need to Know
Oral Care Product Usage
Frequency of Oral Care Activities
Behaviours around Oral Care
Interest in Whitening Products and Services
Attitudes towards Oral Care
Brand/Company
Brand/Company
Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.
Companies and Brands – What You Need to Know
Market Share
Launch Activity and Innovation
Advertising and Marketing Activity
Brand Research
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Data Sources, Abbreviations and Supporting Information
30th April 2018
“The skirmish between Colgate and Sensodyne over a misleading ad may not amount to much more than a sideshow, but the issues it highlights are much bigger. Whitening claims are now of huge importance to consumers in the oral care sector, and brands will go to great lengths to gain ... 
17th April 2018
“As prescription costs to NHS patients in England increase by 2.3%, NHS England has also announced it is to free up more funds by abolishing prescriptions for OTC medicines to treat ‘minor, short-term conditions’, to the potential benefit of many healthcare brands and the pharmacy channel.”
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The evolution of whitening
