Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US sales and fan chart forecast of oral health products, at current prices, 2014-24
- Impact of COVID-19 on Oral Health
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- Figure 2: Short, medium and longer term impact of COVID-19 on oral health, May 2020
- The issues
- COVID-19 pressures dental care industry
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- Figure 3: Influence of the dentist on teeth appearance and using oral care products, March 2020
- Oral care routines are consistent and difficult to disrupt
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- Figure 4: Attitudes toward oral health routine simplicity and being the same in the morning and night every day, March 2020
- The opportunities
- Convenience and wellness will result in vast consumer reach
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- Figure 5: TURF analysis – oral health product attitudes/drivers, March 2020
- What does a healthy smile mean?
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- Figure 6: Attitudes toward oral health, by gender, March 2020
- What it means/what’s next
Impact of COVID-19 on Oral Health
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- Figure 7: Short, medium and longer term impact of COVID-19 on oral health, May 2020
- Opportunities and Threats
- Position at-home routines as self-care to maintain wellbeing
- Income loss and dental business closures will increase reliance on at-home oral care
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- Figure 8: Frequency of dentist visits, March 2020
- DTC brands can fill the gap left by professional services
- The crisis will reinforce a focus on sustainable packaging
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- Figure 9: Colgate-Palmolive Smile for Good toothpaste launch – UK, January 2020
- Natural brands must add value to compete with mainstream players
- Masking smiles around the world
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- Figure 10: Hello toothpaste, #nojudgemint campaign, April 2020
- From on-the-go to at-home; the future of convenience claims
- Impact on the oral health products market
- Oral care category sales will persist; professional services may suffer
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- Figure 11: Total US retail sales and forecast of oral health products, at current prices, 2014-24
- How the COVID-19 crisis will affect oral health’s key consumer segments
- Older adults crave professional interactions, but will rely on at-home routines
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- Figure 12: Visited the dentist in the last six months, by age, March 2020
- Cost is a barrier to dentist visits for low-income adults; higher unemployment likely to compound the problem
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- Figure 13: Visited the dentist in the last six months, by household income, March 2020
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- Figure 14: Selected unemployment indicators, seasonally adjusted, by age, May 2019, April 2020, May 2020
- Figure 15: Motivations to visit the dentist more often, by age, March 2020
- How a COVID-19 recession will reshape the oral health industry
- Personal care category has maintained slow growth since last recession
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- Figure 16: Consumer spending on personal care products, annual, 2000-19 and Q1 2020
- Low product innovation and economizing attitudes stagnated oral care sales during previous recession; reliance on at-home routines will keep market stable
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- Figure 17: U.S. FDMx sales and forecast of oral care products, at current prices, 2005-15
- Traditional distribution channels will continue to be challenged
- Secondary products may be challenged without dentist guidance
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- Figure 18: Influence of the dentist recommendations, by adults who receive personalized product recommendations from dentist/hygienist, March 2020
- COVID-19: US context
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The Market – What You Need to Know
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- Steady market offers steady performance
- Toothpaste segment holds market share
- Limited need to browse in-store supports online purchasing
- Convenience is key for oral care innovations
- Positioning oral care as a moment of “me time”
- Preventive products will reach the growing aging population
- COVID-19 income loss and business closures impact dentist visits
Market Size and Forecast
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- Historic and projected sales performance of oral health products
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- Figure 19: Total US sales and fan chart forecast of oral health products, at current prices, 2014-24
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- Figure 20: Total US retail sales and forecast of oral health products, at current prices, 2014-24
Market Breakdown
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- Toothpaste continues to drive the oral health market forward
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- Figure 21: Total US retail sales and forecast of oral health products, at current prices, 2014-19
- Online and mass channels dominate as the primary destinations
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- Figure 22: Total US retail sales of oral health products, by channel, at current prices, 2017 and 2019
Market Perspective
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- Consumers are looking for more convenient oral care options
- Oral care market focuses on niche claim categories
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- Figure 23: Oral hygiene, by leading claim categories, 2015-20
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- Figure 24: Colgate-Palmolive Smile for Good toothpaste launch – UK, January 2020
Market Factors
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- Positioning preventive oral care to the aging population
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- Figure 25: Population aged 18 or older, by age, 2014-24
- Social distancing lessens the importance of appearance
Key Players – What You Need to Know
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- Toothpaste with added health benefits
- Flossing segment benefits from growing aging population
- Colgate employs new strategy to boost sales
- Whitening products suffer from occasional use
- Celebrating healthy smiles brings opportunity
- Niche health focuses and sustainability will grow in oral health
Company and Brand Sales of Oral Health Products
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- Toothpaste and floss segments support category growth
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- Figure 26: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working
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- Toothpaste brands dive into functional health ingredients
- Flossing segment gains momentum
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- Figure 27: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2019 and 2020
What’s Struggling
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- Colgate takes on new trends to bolster MULO sales
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- Figure 28: Multi-outlet sales of toothpaste, by leading companies, rolling 52 weeks 2019 and 2020
- Tom’s of Maine dips as Hello heats up
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- Figure 29: Multi-outlet sales of Hello and Tom’s of Maine toothpaste, rolling 52 weeks 2019 and 2020
- Whitening segment is stunted by occasional use
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- Figure 30: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 31: Moon oral care stain prevention wipes, January 2020
What to Watch
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- Flossing segment is ripe for innovation
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- Figure 32: Frequency of using flossing products, by interest in select oral care product attributes, March 2020
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- Figure 33: Quip flossing tool, October 2019
- More adults see oral care as a component of self-care than a chore
- Redefining a healthy smile
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- Figure 34: Hello customers, September 2019
- Sustainability claims increase in importance
- Niche health focuses could build loyalty with consumer segments
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- Figure 35: Oral health concerns to improve or prevent, March 2020
The Consumer – What You Need to Know
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- Adults abide by the basics of oral care
- Professional guidance influences use of oral care products
- Leaning into the self-care occasion
- Oral health routines are rooted in prevention
- Functional needs are still essential
- Giving adults a reason to smile
Product Usage and Frequency
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- Multi-product oral health routines are universal
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- Figure 36: Product usage, March 2020
- Majority of adults stick to the basics of oral care
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- Figure 37: Product usage, by frequency, March 2020
- Natural toothpaste and whitening has vast reach with younger men
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- Figure 38: Consistent usage of natural toothpaste and whitening kits/strips, by gender and age, March 2020
- Older adults consistently floss; young adults offer opportunity
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- Figure 39: Consistent usage of string floss, by age, March 2020
Influence of the Dentist
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- Majority of consumers prioritize visiting the dentist
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- Figure 40: Frequency of dentist visits, March 2020
- Who regularly visits the dentist?
- Older adults are focused on bettering oral care
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- Figure 41: Visited the dentist in the last six months, by age, March 2020
- Employee-sponsored health insurance may provide discounted dental care
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- Figure 42: Visited the dentist in the last six months, by employment status, March 2020
- High income lessens financial burden; cost is a barrier to low-income adults
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- Figure 43: Visited the dentist in the last six months, by household income, March 2020
- Oral care confidence starts at the dentist office
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- Figure 44: Influence of the dentist, March 2020
- Adults follow personalized recommendations
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- Figure 45: Influence of the dentist recommendations, by adults who receive personalized product recommendations from dentist/hygienist, March 2020
- Lower price points would incentivize more frequent visits
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- Figure 46: Motivations to visit the dentist more often, March 2020
- Added rewards and guidance motivate young consumers
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- Figure 47: Motivations to visit the dentist more often, by age, March 2020
Attitudes toward Oral Health Routines
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- Oral care is considered a component of self-care
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- Figure 48: Attitudes toward oral health routines, March 2020
- Parents value convenience
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- Figure 49: Attitudes toward oral health routines, by parental status, March 2020
- Self-care occasion opens the door for oral care innovation
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- Figure 50: Interest in select oral care product attributes, by agree oral care routine is a part of self-care, March 2020
Oral Health Concerns
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- Oral health routines are focused on prevention
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- Figure 51: Oral health concerns to improve or prevent, March 2020
- Secondary oral care products find their place delivering on specific needs
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- Figure 52: Consistent use of oral care products, by adults working to improve bad breath and tooth sensitivity, March 2020
Interest in Oral Care Product Attributes
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- Consumers are looking for innovative oral care
- Highlight convenience and multi-functional benefits
- Functional ingredients win over natural ingredients
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- Figure 53: Interest in oral care product attributes, March 2020
- Ingredient claims have more influence as a secondary focus
- Convenience first, wellness second
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- Figure 54: TURF analysis – oral health product attitudes/drivers, March 2020
- Once essential needs are met, tie in supplemental benefits
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- Figure 55: Hello toothpaste launch, white turmeric toothpaste
- Young men seek products for in-the-moment use
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- Figure 56: Interest in select oral care product attributes, by gender and age, March 2020
- Drive value through functional health ingredients for Hispanic adults
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- Figure 57: Interest in select oral care product attributes, by Hispanic origin, March 2020
Attitudes toward Oral Health
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- Smile appearance motivates oral hygiene efforts
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- Figure 58: Attitudes toward oral health, March 2020
- Women are more connected to smile appearance
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- Figure 59: Attitudes toward oral health, by gender, March 2020
- Healthy smiles from the inside out
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- Figure 60: Attitudes toward the impact of diet on oral health, by gender and age, March 2020
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- Figure 61: Tom’s of Maine prebiotic personal care line sponsored post partnership, March 2020
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 62: Total US sales and forecast of oral health products, at inflation-adjusted prices, 2014-24
- Figure 63: Total US retail sales of oral health products, by segment, at current prices, 2017 and 2019
- Figure 64: Total US retail sales and forecast of oral pain relief products, at current prices, 2014-19
- Figure 65: Total US retail sales of oral health products, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 66: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 67: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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Appendix – The Consumer
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- Turf analysis
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- Figure 68: Table - TURF analysis – oral health product attitudes/drivers, March 2020
- Methodology
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