Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US retail sales and forecast of oral health products, at current prices, 2015-25
- Impact of COVID-19 on oral health products and dental services
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- Figure 2: Short, medium and long term impact of COVID-19 on professional dental services and oral health products, July 2020
- Opportunities and challenges
- Oral care products sustain growth amidst pandemic
- Self-care positioning opens door for oral beauty segment
- Tech-based solutions will gain appeal through personalization and accessibility
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- Figure 3: Trial and interest in oral health innovations, March 2021
The Market – Key Takeaways
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- Oral care market benefits from at-home routines
- Most segments perform well; toothpaste continues to dominate the market
- Consumers appreciate their day-to-day rituals
- Tech-based oral care can take on a new positioning
Market Size and Forecast
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- Historic and projected sales performance of oral health products
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- Figure 4: Total US retail sales and forecast of oral health products, at current prices, 2015-25
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- Figure 5: Total US retail sales and forecast of oral health products, at current prices, 2015-25
- Impact of COVID-19 on oral health products and dental services
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- Figure 6: Short, medium and long term impact of COVID-19 on professional dental services and oral health products, July 2020
- COVID-19: US context
Segment Performance
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- Toothpaste leads US retail sales; mouthwash brings growth opportunity
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- Figure 7: Total US retail sales and forecast of oral health products, by segment, at current prices, 2015-25
- Majority of oral care purchase come from “other” channel
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- Figure 8: Total US retail sales of oral health products, by channel, at current prices, 2015-20
Market Factors
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- At-home routines bolster oral health occasions in the near term
- Mouthwash segment sees short-term sales spike from germ reducing claims
- Key players put sustainable dentistry into motion
Market Opportunities
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- Tech-based oral care solutions garner consumer interest
- Emerging oral beauty segment
- Connect consistent routines to self-care
- Digitally native brands will see success by locking in on key consumers
Companies and Brands – Key Takeaways
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- Leading brands hold their top position in the market
- Brands are connecting to holistic health
- Lower-cost electric toothbrushes enter the market
Market Share
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- P&G leads the pack; Colgate invests in trend-driven brands
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- Figure 9: Multi-outlet sales of oral health, by leading companies, rolling 52 weeks 2020 and 2021
- Toothbrush sales benefit from adults upgrading at-home products
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- Figure 10: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Toothpaste brands offering added benefits outpace traditional players
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- Figure 11: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Mouthwash benefits from anti-bacterial claims during COVID-19
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- Figure 12: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Up-and-coming whitening products support segment growth
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- Figure 13: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Supporting mental wellbeing through consumer routines
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- Figure 14: Hello good morning and good night toothpaste collection, March 2021
- Partner with key channels to strengthen purchasing
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- Figure 15: Tom’s of Maine Amazon page
- Economizing tech-based oral care solutions
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- Figure 16: Brüush electric toothbrush, April 2021
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- Figure 17: Hum and Headspace partnership, March 2021
- Colgate launches product line to target younger generations
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- Figure 18: Co. by Colgate, March 2021
The Consumer – Key Takeaways
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- Usage increases for secondary oral care products
- Professional dentist visits remain steady
- Adults are investing time; brands can invest in product development
- Changes to oral health routines
- Connect oral care to holistic health
Product Usage
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- Consumers stay consistent with the basics of oral care
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- Figure 19: Product usage, March 2021
- Oral care priorities vary across age groups
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- Figure 20: Product usage, by age, March 2021
- Parents are a natural target for natural oral care
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- Figure 21: Use of natural toothpaste, by parental status, March 2021
Attitudes toward Visiting the Dentist
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- Consumers continue to prioritize professional dental care
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- Figure 22: Frequency of in-person dentist visits, March 2021
- Personal health concerns inhibit dental visits, but oral health is top of mind
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- Figure 23: Attitudes toward returning to the dentist, March 2021
- The challenge of building preventive habits with young consumers
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- Figure 24: Select attitudes toward returning to the dentist, by age, March 2021
Oral Health Management
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- Adults lean on a mix of professional and at-home care for oral health
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- Figure 25: Oral health management, March 2021
Changes to Oral Health Routines
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- Adults are investing more time in their oral care routines
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- Figure 26: Changes to oral care routines, March 2021
- Hispanic adults are investing time and products in oral care
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- Figure 27: Increased time spent and number of products used during oral care routine, by Hispanic origin, March 2021
- Parents are taking time to optimize their oral care routine
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- Figure 28: Changes to oral care routines, March 2021
Trial and Interest in Oral Health Innovations
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- Oral health innovations garner strong interest from consumers
- Consumers seek multi-functional ingredients that align with lifestyle needs
- Bring convenience into at-home oral care routines
- Tech-based innovations will win through personalization
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- Figure 29: Trial and interest in oral health innovations, March 2021
- Young men are key target for ingredient and technology innovations
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- Figure 30: Trial and interest in oral health ingredient and technology innovations, by gender and age, March 2021
- Young women are seeking added personalization
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- Figure 31: Trial and interest in oral health products formulated for personal health needs, by gender and age, March 2021
Attitudes toward Oral Health
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- Holistic health opens the door for oral care innovation
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- Figure 32: Attitudes toward oral health, March 2021
- Young women connect smile health with inner confidence
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- Figure 33: A healthy smile improves confidence, by gender and age, March 2021
- Prevention and professional care gain traction as adults age
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- Figure 34: Select attitudes toward oral health, by age, March 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 35: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2015-25
- Figure 36: Average household spending on oral health products, 2015-20
- Figure 37: Total US retail sales and forecast of oral pain relief products, at current prices, 2015-25
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Appendix – Companies and Brands
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- Figure 38: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 39: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 40: Multi-outlet sales of denture products, by leading companies and brands, rolling 52 weeks 2020 and 2021
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