Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
- Figure 2: Total US retail sales and forecast of oral health products, by segment, at current prices, 2017-19
- The issues
- Small brands and private label cannibalize sales of mainstream counterparts
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- Figure 3: Multi-outlet sales of oral health products, by private label and other companies, rolling 52 weeks 2018 and 2019
- Lack of product innovation feeds complacent consumer behavior
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- Figure 4: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
- The opportunities
- Shifting consumer desires necessitate natural products
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- Figure 5: Attitudes toward natural, March 2019
- Convenience claims will bolster acceptance of new formats
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- Figure 6: Trial and interest of select oral health innovations, march 2019
- What it means
The Market – What You Need to Know
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- Frequent usage offers steady growth
- Toothpaste segment carries the team
- Convenience is king: at-home health offerings challenge professional services
- The fluoride debate
- Aging population may face dental insurance barriers
- Teen tobacco use sparks oral health concerns
Market Size and Forecast
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- Oral health market benefits from high usage
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- Figure 7: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
- Figure 8: Total US retail sales and forecast of oral health products, at current prices, 2014-24
Market Breakdown
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- Toothpaste sales dominate; whitening continues to struggle
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- Figure 9: Total US retail sales and forecast of oral health products, by segment, at current prices, 2014-24
Market Perspective
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- At-home health services may challenge traditional patient-to-physician relationships
- To fluoride or not to fluoride?
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- Figure 10: Boka Instagram post, Ela mint toothpaste
Market Factors
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- Medicare offerings may impact aging population
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- Figure 11: US population, by age, 2015, 2020, 2025
- Figure 12: Select oral health attitudes, by age, March 2019
- Increasing tobacco use among US youth poses problems for oral health
Key Players – What You Need to Know
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- Naturally positioned products ride success of ingredient trends in beauty
- Oral health brands establish ethical partnerships
- Private label success continues
- Whitening products offer lackluster performance
- Design-forward oral care products for countertop display
- Tech-infused toothbrushes may disrupt simplicity and convenience
- Safe-to-swallow oral care formats add in-transit usage occasion
Company and Brand Sales of Oral Health
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- Procter & Gamble maintains market share with minimal growth
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- Figure 13: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Naturally positioned products gain momentum
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- Figure 14: Multi-outlet sales of select natural toothpastes, by companies, rolling 52 weeks 2018 and 2019
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- Figure 15: Burt’s Bees Instagram post, new toothpaste products
- Figure 16: Naturally positioned toothpaste products
- Helping smiles around the world; oral care gives back
- Private label bolsters growth across segments
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- Figure 17: Sensitive toothpaste products
- Sensitivity claims resonate at point-of-purchase
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- Figure 18: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Struggling?
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- Whitening segment dulls category growth
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- Figure 19: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 20: Active Wow activated coconut charcoal powder
- Lack of innovation challenges the toothbrush segment
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- Figure 21: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Next?
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- Facelift for oral care products
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- Figure 22: Public Goods Instagram post, oral care line
- Technology delivers more meaningful brushing but could add complexity
- New formats expand usage occasions
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- Figure 23: Swish to go – Zesty Lemon 3 in 1 Complete Oral Care
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- Figure 24: Autobrush Instagram post
The Consumer – What You Need to Know
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- Multiproduct routines support consistent usage
- Majority of consumers visit the dentist and value professional advice
- Young consumers prioritize appearance; older focus on preventive care
- Natural oral care products resonate with younger demographic
- Oral care innovations could gain acceptance through use of social media platforms
- Parents of young children worry about product ingredients; parents of teenagers struggle with adherence
Product Usage
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- Multiproduct routines offers prevalent use
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- Figure 25: Product use, March 2019
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- Figure 26: Repertoire of product use, March 2019
- Appearance benefits captivate young consumers
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- Figure 27: Toothpaste usage, by age, March 2019
- Electric toothbrushes generate buzz with high-income consumers
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- Figure 28: Electric toothbrush usage, by age and household income, March 2019
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- Figure 29: Quip Instagram post, Toothbrushes
- The dentist impact
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- Figure 30: Visit the dentist regularly, by product usage, March 2019
Oral Health Concerns
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- Cavities are the leading oral health concern
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- Figure 31: Oral health concerns (net), March 2019
- Social obligations influence oral health concerns in young adults
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- Figure 32: Select oral health concerns (net), by age, March 2019
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- Figure 33: Hello Instagram post, charcoal + natural dragon fruit toothpaste
- Figure 34: Concerned about teeth discoloration or bad breath, by product use, by age 18-34, March 2019
- Older consumers focus on fighting plaque
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- Figure 35: Concerned about plaque, by product use, by age 55+, March 2019
- Visiting the dentist impacts oral health concerns
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- Figure 36: Visit the dentist regularly, by oral health concern, March 2019
- Rural consumer’s health habits misalign with self-perceptions
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- Figure 37: Select oral health concerns (net), by area, March 2019
Oral Health Attitudes and Behaviors
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- Visiting the dentist and daily brushing remain the baseline in oral care
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- Figure 38: Oral health attitudes, March 2019
- Age influences approach to oral health
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- Figure 39: Select oral health attitudes, by age, March 2019
- Parents are limited by lack of time
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- Figure 40: Oral health attitudes, by parental status, March 2019
Attitudes toward Natural Oral Care Products
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- Positive perceptions of natural products; ingredient education could build acceptance
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- Figure 41: Attitudes toward natural, March 2019
- Young consumers are most likely to choose natural products
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- Figure 42: Crest whitening therapy toothpaste variations
- Figure 43: Select attitudes toward natural, by age, March 2019
- Hispanic consumers are willing to experiment, but expect results
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- Figure 44: Select attitudes toward natural, by Hispanic origin, March 2019
- Social media provides opportunity to reach young consumers
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- Figure 45: Attitudes toward natural, by daily usage of YouTube, Instagram and Snapchat, March 2019
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- Figure 46: Frequency of social media visits of consumers aged 18-34, Spring 2018
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- Figure 47: Select statements on social media use, by 18-34, Spring 2018
Trial and Interest in Oral Health Innovations
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- Oral health innovations are challenged by regimented routines
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- Figure 48: Trial and interest in oral health innovations, March 2019
- Parents look for convenience with on-the-go oral care
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- Figure 49: Trial/interest in portable oral health innovations (net), by parental status, March 2019
- Social media strategy could shift interest to trial in young adults
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- Figure 50: Trial and interest in oral health innovations (net), by age 18-34, March 2019
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- Figure 51: Trial and interest in natural oral care products and whitening light devices, by age 18-34, March 2019
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- Figure 52: HiSmile Instagram post, celebrity endorsement
Parental Attitudes toward Children’s Oral Care
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- Parents instill good oral hygiene at an early age
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- Figure 53: Parental attitudes toward children’s oral care, March 2019
- Child age impacts parental behaviors
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- Figure 54: Parental attitudes toward children’s oral care, by child age, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 55: Total US sales and forecast of oral health products, at inflation-adjusted prices, 2014-24
- Figure 56: Total US retail sales of oral health products, by segment, at current prices, 2017 and 2019
- Figure 57: Total US retail sales of oral health products, by channel, at current prices, 2014-19
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- Figure 58: Total US retail sales of oral health products, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 59: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 60: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 61: Multi-outlet sales of oral pain relief, by leading companies and brands, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 62: Manual and power toothbrush usage, April 2017-June 2018
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