Oral Hygiene - US - January 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations & terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Oral hygiene is a $3 billion market
The category shows declines in FDM channels
Migration to Wal-Mart is a likely explanation for other sales declines in FDM channels
Wanted: maximum effect with least effort
Products that provide advanced cleaning get ahead
Manufacturers have segment specialties but broadening through acquisitions
In toothpaste, Colgate and Procter & Gamble go head-to-head for every mouth
Powered toothbrush users fall into two camps
Women have more reasons to smile
Oral hygiene suppliers track the rise and fall of kid-friendly characters
Forecast
MARKET DRIVERS
Avoidance of oral problems
Figure 1: Oral problems currently have or ever had, November 2004
Category burnout?
Figure 2: Number of new product introductions, 1999-2004
Population shifts
America getting older
Figure 3: U.S. population projections, 2000-10
Figure 4: Oral problems currently have or ever had, by age, November 2004
Kids
Figure 5: Population aged 19 and younger, 2000-10
Time crunch and need for convenience
Figure 6: Average hours spent on typical daily activities, by gender, 2003
Maximum effect with least effort
Need for portability and disposability
Figure 7: Purchase occasions in the past month for “on the go” food and drink, September 2004
Professional influence
Figure 8: Percentage of people who visited a dentist or dental clinic in the past year, by gender, age, educational status and ethnicity/race, 1997 and 1999
Figure 9: Whether have dental insurance plan and how, November 2004
Number of denture wearers declining
Figure 10: Percentage of over-65s with complete tooth loss, by educational status, gender, income and ethnicity/race, 1999
MARKET SIZE & TRENDS
Figure 11: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
Graph1: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
MARKET SEGMENTATION
Overview
Figure 12: FDM sales of oral hygiene products, by segment, 2002 and 2004
Figure 13: Units of oral hygiene products sold in FDM channels, segmented by category, 2002 and 2004
Toothpaste
Figure 14: FDM sales of toothpaste, at current and constant prices, 1999-2004
Toothbrushes
Figure 15: FDM sales of toothbrushes, at current and constant prices, 1999-2004
Figure 16: Units of toothbrush/tool products sold in FDM channels, segmented by sub-category, 2002 and 2004
Mouthwash
Figure 17: FDM sales of mouthwash, at current and constant prices, 1999-2004
Denture products
Figure 18: FDM sales of denture products, at current and constant prices, 1999-2004
Portable oral care
Figure 19: FDM sales of portable oral care, at current and constant prices, 1999-2004
Oral pain relief
Figure 20: FDM sales of oral pain relief, at current and constant prices, 1999-2004
Floss
Figure 21: FDM sales of floss, at current and constant prices, 1999-2004
Breath-freshening sprays and drops
Figure 22: FDM sales of breath-freshening sprays and drops, at current and constant prices, 1999-2004
SUPPLY STRUCTURE
Introduction
Overview
Figure 23: Manufacturer sales in FDM of oral hygiene in the U.S., 2002 and 2004
Toothpaste
Figure 24: Manufacturer brand sales in FDM of toothpaste in the U.S., 2002 and 2004
Toothbrushes
Figure 25: Manufacturer brand sales in FDM of toothbrushes in the U.S., 2002 and 2004
Mouthwash
Figure 26: Manufacturer brand sales in FDM of mouthwash in the U.S., 2002 and 2004
Denture products
Figure 27: Manufacturer brand sales in FDM of denture products in the U.S., 2002 and 2004
Portable oral care
Figure 28: Manufacturer brand sales in FDM of portable oral care in the U.S., 2002 and 2004
Oral pain relief
Figure 29: Manufacturer brand sales in FDM of oral pain relief in the U.S., 2002 and 2004
Floss
Figure 30: Manufacturer brand sales in FDM of floss in the U.S., 2002 and 2004
Breath-freshening sprays and drops
Figure 31: Manufacturer brand sales in FDM of breath-freshening sprays and drops in the U.S., 2002 and 2004
 MAJOR MANUFACTURERS
Procter & Gamble
Colgate-Palmolive
Pfizer
The Gillette Company
GlaxoSmithKline
Church & Dwight
Johnson & Johnson
ADVERTISING & PROMOTION
Procter & Gamble
Colgate-Palmolive
Pfizer
The Gillette Company
GlaxoSmithKline
Church & Dwight
Johnson & Johnson
RETAIL DISTRIBUTION
Overview
Figure 32: U.S. FDM sales of all oral hygiene products, by channel, 2002 and 2004
Figure 33: U.S. FDM sales of oral hygiene segments, by channel, 2004
Supermarkets
Figure 34: U.S. supermarket sales of oral hygiene products, at current and constant prices, 1999-2004
Drug stores
Figure 35: U.S. drug store sales of oral hygiene products, at current and constant prices, 1999-2004
Figure 36: U.S. sales of private-label oral hygiene products in drug stores, 2002 and 2004
Mass merchandisers
Figure 37: U.S. mass merchandiser sales of oral hygiene products, at current and constant prices, 1999-2004
THE CONSUMER
Introduction
Oral hygiene product usage
Figure 38: Adult use of oral care products, by type of product, May 2003-April 2004
Figure 39: Adult use of oral care products, by type of product, by gender, May 2003-April 2004
Figure 40: Adult use of oral care products, by type of product, by age, May 2003-April 2004
Figure 41: Cross-tabulation of oral care product usage, May 2003-April 2004
Types of toothpaste used
Figure 42: Types and forms of toothpaste used, May 2003-April 2004
Figure 43: Types of toothpaste used, by gender and age, May 2003-April 2004
Figure 44: Types of toothpaste used, by household income, May 2003-April 2004
Types of manual toothbrush used
Figure 45: Types of manual toothbrush used, May 2003-April 2004
Types of powered toothbrushes used
Figure 46: Types of powered toothbrush used, May 2003-April 2004
Figure 47: Types of powered toothbrush used, by household income, May 2003-April 2004
Frequency of toothpaste usage
Figure 48: Frequency of toothpaste usage, May 2003-April 2004
Figure 49: Frequency of toothpaste usage, by gender, May 2003-April 2004
Frequency of mouthwash/dental rinse usage
Figure 50: Number of times used mouthwash/dental rinse in the past week, May 2003-April 2004
Frequency of denture cleaner usage
Figure 51: Number of times used denture cleaner in the past week, May 2003-April 2004
Use of other oral hygiene products
Figure 52: Other, specific oral hygiene products used at least occasionally, November 2004
Figure 53: Other, specific oral hygiene products used at least occasionally, by gender, November 2004
Figure 54: Other, specific oral hygiene products used at least occasionally, by age, November 2004
Figure 55: Other, specific oral hygiene products used at least occasionally, by household income, November 2004
Oral hygiene product usage among teens
Figure 56: Whether use listed type of oral care product, teens vs. adults, May 2003-April 2004
Figure 57: Teen use of oral care products, by type of product, by gender, May 2003-April 2004
Figure 58: Teen use of oral care product, by type of product, by age, May 2003-April 2004
Figure 59: Cross-tabulation of usage of oral care products, May 2003-April 2004
Types of toothpaste used by teens
Figure 60: Types and forms of toothpaste used by teens, May 2003-April 2004
Oral hygiene product usage among children
Figure 61: Children’s use of toothpaste and mouthwash/dental rinse, May 2003-April 2004
Frequency of dentist visits among adults
Figure 62: How often adults go to the dentist, November 2004
Summary
FUTURE & FORECAST
 FUTURE TRENDS
Science to bring more advancements to toothcare
Oral care to blend with other categories
Baby Boomers aging means more products to address aging needs
Figure 63: U.S. population, by generation and gender, 2004
 MARKET FORECAST
Oral hygiene products
Figure 64: Forecast of total U.S. FDM sales of oral hygiene products, at current and constant prices, 2004-09
Toothpaste
Figure 65: Forecast of U.S. FDM sales of toothpaste, at current and constant prices, 2004-09
Toothbrushes
Figure 66: Forecast of U.S. FDM sales of toothbrushes, at current and constant prices, 2004-09
Mouthwash
Figure 67: Forecast of U.S. FDM sales of mouthwash, at current and constant prices, 2004-09
Denture products
Figure 68: Forecast of U.S. FDM sales of denture products, at current and constant prices, 2004-09
Forecast Factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT DEVELOPMENTS
 CATEGORY REVIEW – ORAL HYGIENE
Introduction
Executive summary
Product trends
Children’s products
Specialized toothbrushes
Clean your teeth without toothpaste
Herbal and natural varieties of toothpaste and mouthwash
Toothpaste and mouthwash formula advancements bring new types of benefits
Future Trends
 NEW PRODUCT BRIEFS
Lander: Bubble Gum Anti-Tartar Dental Rinse
Waterpik Technologies: Power Flosser
World Trend Inc.: Shrek 2 Happee Care Action-Magic Toothbrush
Del Labs: Orajel Toddler Power Brush
Orawave: Home Hygienist Power Whitener
Oral-B Laboratories: Oral-B Stages Winnie the Pooh Battery Toothbrush