Table of Contents
Executive Summary
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- Impact of COVID-19 on oral care
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- Figure 1: Short, medium and long-term impact of COVID-19 on oral care, 2021
- The market
- Market size and forecast
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- Figure 2: Forecast for the value of the UK oral care market, 2016-26
- Shift retailer focus from cost to added-value benefits
- Companies and brands
- Explore specialist claims and flavour innovation in toothpaste
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- Figure 3: Retail value sales of toothpaste, by brand, 2021
- Sustainability positioning grows stronger in manual toothbrushes
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- Figure 4: Retail value sales of toothbrushes, by brand, 2021
- Consumers invest in added benefits in mouthwash
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- Figure 5: Retail value sales of mouthwash, by brand, 2021
- In-store accessibility remains key for dental accessories
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- Figure 6: Retail value sales of dental accessories, by brand, 2021
- Denture-cleaning products benefit from indulgent lockdown snacking
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- Figure 7: Retail value sales of denture products, by brand, 2021
- The consumer
- Use the interest in bristle types to drive value for toothbrushes
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- Figure 8: Usage of toothbrushes in the last three months, 2021
- Mouthwash takes the spotlight amidst COVID-19
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- Figure 9: Usage of other oral care products in the last three months, 2021
- Innovate toothbrush replacement indicators to drive replacement frequency
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- Figure 10: Frequency of toothbrush replacement, 2021
- Online will continue to gain traction post-COVID-19
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- Figure 11: Channels of purchase for oral care products, 2021
- Pharmacies can leverage technology to promote expertise
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- Figure 12: Retailers used to purchase oral care products, 2021
- Keep authenticity in mind when innovating in eco-friendly oral care
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- Figure 13: Interest in eco-friendly oral care product innovations, 2021
- Support consumers looking to self-treat
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- Figure 14: Oral care behaviours in the last 12 months, 2021
Issues and Insights
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- COVID-19 will fuel self-treatment trends
- Stand out amongst the rising eco-ethical competition
- Education is vital to revive the toothbrush segment
The Market – Key Takeaways
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- Value deteriorates further in 2020 due to relaxed COVID-19 behaviours…
- …but self-treatment trends will revive demand going forwards
- Position oral care as self-care to appeal to teens and tweens
Market Size and Forecast
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- COVID-19 curtails spend in 2020
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- Figure 15: Short, medium and long-term impact of COVID-19 on oral care, 2021
- Relaxed attitudes towards oral care impact value in 2020
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- Figure 16: Forecast for the value of the UK oral care market, at current and constant prices, 2016-26
- Preference for self-treatment will guide future growth
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- Figure 17: Forecast for the value of the UK oral care market, at current prices, 2016-26
- Market drivers and assumptions
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- Figure 18: Key drivers affecting Mintel’s market forecast, 2016-25
- Value and convenience remain key drivers
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- Figure 19: UK retail value sales of oral care, 2007-17
- Forecast methodology
Market Segmentation
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- COVID-19-relaxed behaviours impact some segments
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- Figure 20: UK retail value sales of oral care products, by segment, 2019 and 2020
- Savvy behaviours continue to impact toothbrush/paste
- Hygiene and convenience demands drive spend on mouthwash
Channels to Market
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- Multiple grocers benefit from convenience during the pandemic
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- Figure 21: UK retail value sales of oral care products, by outlet type, 2019 and 2020
- Online gains momentum in 2020
Market Drivers
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- Consumer confidence picks up as lockdown eases
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- Figure 22: Trends in how respondents would describe their financial situation, 2018-21
- Consumer sentiment around Brexit is improving
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- Figure 23: Impact of Brexit on consumer sentiment, net positive sentiment, 2016-21
- Brexit will have a bigger impact on dentistry
- Keep oral care top of mind amidst fewer dental visits
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- Figure 24: Number of adult patients seen in England under the NHS over the previous 24 months, 2017-20
- Support the ageing population’s increased oral health concerns
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- Figure 25: Trends in the age structure of the UK population, 2015-25
- Design for the teens & tweens population
- Target the growing base of coffee drinkers
- COVID-19 fuels healthy eating trend amongst some
Companies and Brands – Key Takeaways
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- Protective and preventative positioning gains attention amidst COVID-19
- NPD and marketing activity targets eco-conscious Gen Z and Millennials
- Quality is key, benefitting brands
Market Share
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- Specialist claims and flavour disruption are key in toothpaste
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- Figure 26: Retail value sales of toothpaste, by brand, 2020 and 2021
- Low toothbrush replacement frequency impacts Oral-B and Colgate
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- Figure 27: Retail value sales of toothbrushes, by brand, 2020 and 2021
- Consumers seek preventative benefits and excitement from mouthwash
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- Figure 28: Retail value sales of mouthwash, by brand, 2020 and 2021
- Accessibility benefits TePe, whilst lockdowns drive self-treatment
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- Figure 29: Retail value sales of dental accessories, by brand, 2020 and 2021
- Hygiene concerns lead to gains for Steradent
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- Figure 30: Retail value sales of denture products, by brand, 2020 and 2021
- Quality remains a priority driving consumers towards brands
Launch Activity and Innovation
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- Mouthwash regains attention in NPD, strengthening hygiene claims
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- Figure 31: New product launches in the oral care market, by product segment, 2018-21
- Figure 32: Examples of NPD in mouthwash with botanical/herbal claims, 2020 and 2021
- Brands add plant-based varieties to toothpaste ranges
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- Figure 33: New product launches in the oral care market, by launch type, 2018-21
- Figure 34: Examples of new varieties/range extensions in the toothpaste segment with natural/botanical ingredients, 2020
- Leading brands widen sustainability stance
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- Figure 35: New product launches in the UK oral care market, by top ultimate companies, 2020
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- Figure 36: Examples of NPD by Colgate and Wisdom featuring sustainability claims, 2020
- Brands continue to innovate in specialised products
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- Figure 37: Examples of NPD by Oral-B and Sensodyne featuring gum caring and teeth sensitivity claims, 2020 and 2021
- Aquafresh innovates in flavour, whilst Poligrip taps into comfort trends
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- Figure 38: Examples of NPD by GSK in the oral care market, 2020 and 2021
- Toothbrush brands innovate replacement indicators to drive usage
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- Figure 39: Examples of NPD in toothbrushes with bristle replacement indicators, 2020 and 2021
- Eco-friendly claims reach new levels in 2021
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- Figure 40: Top 10 claims in the UK oral care market, by 2020, 2019 and 2020
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- Figure 41: Examples of oral care products launched with eco-friendly claims, 2021
- Oral care strengthens crossover with beauty
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- Figure 42: Examples of NPD in oral care with beauty claims, 2021
- Protective and preventative positioning grows
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- Figure 43: Examples of NPD in oral care featuring preventative and protective features, 2020 and 2021
Advertising and Marketing Activity
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- TV advertising remains most common in oral care
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- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by media type, 2018-21
- Oral care goes online to reach Gen Z and Millennials
- COVID-19 puts community spirit in the spotlight
- Toothpaste dominates advertising spend
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- Figure 45: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by product type, 2020
- Oral-B pushes for a premium image in toothbrushes
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- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by top ultimate companies, 2020
- Sensodyne empowers those experiencing tooth sensitivity
- Listerine ingrains mouthwash as a core aspect of oral care
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of selected brands, 2021
- Key brand metrics
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- Figure 48: Key metrics for selected brands, 2021
- Brand attitudes: Arm & Hammer is seen to offer high quality
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- Figure 49: Attitudes, by brand, 2021
- Brand personality: Aquafresh is perceived as fun
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- Figure 50: Brand personality – macro image, 2021
- Sensodyne is considered to be innovative and effective
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- Figure 51: Brand personality – micro image, 2021
- Brand analysis
- Sensodyne is seen as an expert
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- Figure 52: User profile of Sensodyne, 2021
- Flavour innovation drives perceptions of Aquafresh as fun and youthful
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- Figure 53: User profile of Aquafresh, 2021
- Fixodent has strong brand loyalty amongst users
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- Figure 54: User profile of Fixodent, 2021
- Arm & Hammer can use natural image to promote usage amongst younger adults
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- Figure 55: User profile of Arm & Hammer, 2021
- Wisdom’s new eco range could carve a stronger brand positioning
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- Figure 56: User profile of Wisdom, 2021
- Reading word clouds
The Consumer – Key Takeaways
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- Empower consumers to care for their teeth amidst COVID-19
- Engage consumers in toothbrush selection to drive usage
- Packaging and authenticity are demands when it comes to sustainability
Impact of COVID-19 on Consumer Behaviour
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- Concerns towards oral health are heightened
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- Figure 57: Behaviours around oral care, 2021
- A relaxed approach to personal hygiene divides 16-34s
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- Figure 58: Worry about oral health and feeling less motivated to take care of oral care, by age, 2021
- Educational initiatives will allay parents’ concerns
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- Figure 59: Worry about oral health and feeling less motivated to take care of oral care, by parents of children aged 18 and under, 2021
- Easing of restrictions will revive routines going forwards
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- Figure 60: Concerns over the risk of being exposed to the coronavirus/COVID-19, any worry (worried and extremely worried), 2020-21
- Health trumps financial saving as a priority, favouring brands
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- Figure 61: Changes in priorities when purchasing beauty/grooming products since the start of the COVID-19 outbreak, 2021
- ‘Zoom boom’ puts the focus on appearance features
- Health focus will drive interest in natural ingredients and the microbiome
- Emotional wellbeing will remain a priority
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- Figure 62: Planned changes to beauty/grooming routines once COVID-19 is no longer a concern, 2021
Usage of Oral Care Products
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- Educate on bristle type as consumers shift away from medium
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- Figure 63: Usage of toothbrushes in the last three months, 2019-21
- Price barrier prevents 16-24s from using electric toothbrushes
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- Figure 64: Usage of electric toothbrushes in the last three months, by age, 2021
- COVID-19 hygiene concerns drive interest in mouthwash
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- Figure 65: Usage of other oral care products in the last three months, 2019-21
- A simple routine is favoured
- Lockdowns drive use of teeth-whitening kits amongst 16-24s
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- Figure 66: Usage of whitening strips/kits in the last three months, by age, 2020 and 2021
Frequency of Toothbrush Replacement
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- Drive awareness of toothbrush replacement indicators
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- Figure 67: Frequency of toothbrush replacement, 2021
- Subscriptions could appeal to 25-34s’ frequent replacement
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- Figure 68: Replacement of toothbrushes once a month of more, by age, 2021
Retailers Used for Oral Care Products
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- Online shopping makes its mark in 2020
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- Figure 69: Channels of purchase for oral care products, April 2021
- Make online shopping easier for the over-75s
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- Figure 70: Channels of purchase for oral care products, by age, 2021
- Shift the focus from cost to added-value benefits at supermarkets
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- Figure 71: Retailers used to purchase oral care products, 2021
- Beauty-positioned oral care drives shoppers to BPC retailers
- Pharmacies could leverage technology to drive footfall
- Deliver cost-saving benefits with subscriptions
Interest in Eco-Friendly Innovation in Oral Care
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- Green innovation is an expectation
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- Figure 72: Interest in eco-friendly oral care product innovations, 2021
- Swapping out plastic for eco-friendly alternatives
- Address the limitations of using toothpaste tablets
- Keep hygiene concerns in mind
- Educate consumers on green formulas to engage
- Take ethical initiatives beyond sustainability
- Consumers seek authenticity with green supply chain practices
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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