- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
What you need to know
The oral care market remains steady as adults prioritize at-home routines. The COVID-19 pandemic caused many adults to spend more time within their homes and put added effort into simple, day-to-day rituals. Since last year, many adults report spending more time on their oral care routines, which has bolstered use of primary and secondary oral health products and US retail sales of the market as a whole. With greater investment from consumers, brands have the opportunity to innovate formulas and marketing strategies.
Key issues covered in this Report
The impact of COVID-19 on consumer behavior and oral health products and dental services
Oral health products sustain growth amidst pandemic times
The self-care evolution continues for oral care products
Brands must maintain a sense of value through innovation
Definition
For the purposes of this Report, Mintel has defined the oral health (sometimes interchangeably referred to as oral care) market as follows:
Toothpaste
Manual and power toothbrushes
Mouthwash and rinse
Dental floss, dental accessories and dental tools
Bleaching/whitening kit and strips
Oral pain relief
Professional services are also discussed in this Report, but are not included in the market size, forecast market breakdown or company and brand sales of oral health products.
COVID-19: market context
The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in spring 2020, and non-essential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.
Vaccine rollout began in December 2020. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as vaccines are widely administered and social distancing restrictions and capacity limitations are relaxed.
Economic and other assumptions
Mintel bases its expectations for economic growth on projections provided by the CBO, the FOMC, the Conference Board and other public sources. Consensus estimates forecast US GDP to increase by 6.5% in 2021. Unemployment has been forecast to decline to as low as 4.1% by the end of 2021 with an average of 5.7% for the year.
