Table of Contents
Introduction And Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Oral hygiene is a $3 billion market
- The category shows declines in FDM channels
- Migration to Wal-Mart is a likely explanation for other sales declines in FDM channels
- Wanted: maximum effect with least effort
- Products that provide advanced cleaning get ahead
- Manufacturers have segment specialties but broadening through acquisitions
- In toothpaste, Colgate and Procter & Gamble go head-to-head for every mouth
- Powered toothbrush users fall into two camps
- Women have more reasons to smile
- Oral hygiene suppliers track the rise and fall of kid-friendly characters
- Forecast
Market Drivers
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- Avoidance of oral problems
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- Figure 1: Oral problems currently have or ever had, November 2004
- Category burnout?
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- Figure 2: Number of new product introductions, 1999-2004
- Population shifts
- America getting older
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- Figure 3: U.S. population projections, 2000-10
- Figure 4: Oral problems currently have or ever had, by age, November 2004
- Kids
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- Figure 5: Population aged 19 and younger, 2000-10
- Time crunch and need for convenience
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- Figure 6: Average hours spent on typical daily activities, by gender, 2003
- Maximum effect with least effort
- Need for portability and disposability
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- Figure 7: Purchase occasions in the past month for “on the go” food and drink, September 2004
- Professional influence
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- Figure 8: Percentage of people who visited a dentist or dental clinic in the past year, by gender, age, educational status and ethnicity/race, 1997 and 1999
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- Figure 9: Whether have dental insurance plan and how, November 2004
- Number of denture wearers declining
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- Figure 10: Percentage of over-65s with complete tooth loss, by educational status, gender, income and ethnicity/race, 1999
Market Size & Trends
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- Figure 11: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
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- Graph1: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
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Market Segmentation
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- Overview
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- Figure 12: FDM sales of oral hygiene products, by segment, 2002 and 2004
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- Figure 13: Units of oral hygiene products sold in FDM channels, segmented by category, 2002 and 2004
- Toothpaste
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- Figure 14: FDM sales of toothpaste, at current and constant prices, 1999-2004
- Toothbrushes
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- Figure 15: FDM sales of toothbrushes, at current and constant prices, 1999-2004
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- Figure 16: Units of toothbrush/tool products sold in FDM channels, segmented by sub-category, 2002 and 2004
- Mouthwash
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- Figure 17: FDM sales of mouthwash, at current and constant prices, 1999-2004
- Denture products
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- Figure 18: FDM sales of denture products, at current and constant prices, 1999-2004
- Portable oral care
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- Figure 19: FDM sales of portable oral care, at current and constant prices, 1999-2004
- Oral pain relief
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- Figure 20: FDM sales of oral pain relief, at current and constant prices, 1999-2004
- Floss
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- Figure 21: FDM sales of floss, at current and constant prices, 1999-2004
- Breath-freshening sprays and drops
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- Figure 22: FDM sales of breath-freshening sprays and drops, at current and constant prices, 1999-2004
Supply Structure
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- Introduction
- Overview
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- Figure 23: Manufacturer sales in FDM of oral hygiene in the U.S., 2002 and 2004
- Toothpaste
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- Figure 24: Manufacturer brand sales in FDM of toothpaste in the U.S., 2002 and 2004
- Toothbrushes
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- Figure 25: Manufacturer brand sales in FDM of toothbrushes in the U.S., 2002 and 2004
- Mouthwash
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- Figure 26: Manufacturer brand sales in FDM of mouthwash in the U.S., 2002 and 2004
- Denture products
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- Figure 27: Manufacturer brand sales in FDM of denture products in the U.S., 2002 and 2004
- Portable oral care
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- Figure 28: Manufacturer brand sales in FDM of portable oral care in the U.S., 2002 and 2004
- Oral pain relief
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- Figure 29: Manufacturer brand sales in FDM of oral pain relief in the U.S., 2002 and 2004
- Floss
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- Figure 30: Manufacturer brand sales in FDM of floss in the U.S., 2002 and 2004
- Breath-freshening sprays and drops
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- Figure 31: Manufacturer brand sales in FDM of breath-freshening sprays and drops in the U.S., 2002 and 2004
- MAJOR MANUFACTURERS
- Procter & Gamble
- Colgate-Palmolive
- Pfizer
- The Gillette Company
- GlaxoSmithKline
- Church & Dwight
- Johnson & Johnson
Advertising & Promotion
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- Procter & Gamble
- Colgate-Palmolive
- Pfizer
- The Gillette Company
- GlaxoSmithKline
- Church & Dwight
- Johnson & Johnson
Retail Distribution
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- Overview
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- Figure 32: U.S. FDM sales of all oral hygiene products, by channel, 2002 and 2004
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- Figure 33: U.S. FDM sales of oral hygiene segments, by channel, 2004
- Supermarkets
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- Figure 34: U.S. supermarket sales of oral hygiene products, at current and constant prices, 1999-2004
- Drug stores
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- Figure 35: U.S. drug store sales of oral hygiene products, at current and constant prices, 1999-2004
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- Figure 36: U.S. sales of private-label oral hygiene products in drug stores, 2002 and 2004
- Mass merchandisers
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- Figure 37: U.S. mass merchandiser sales of oral hygiene products, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Oral hygiene product usage
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- Figure 38: Adult use of oral care products, by type of product, May 2003-April 2004
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- Figure 39: Adult use of oral care products, by type of product, by gender, May 2003-April 2004
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- Figure 40: Adult use of oral care products, by type of product, by age, May 2003-April 2004
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- Figure 41: Cross-tabulation of oral care product usage, May 2003-April 2004
- Types of toothpaste used
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- Figure 42: Types and forms of toothpaste used, May 2003-April 2004
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- Figure 43: Types of toothpaste used, by gender and age, May 2003-April 2004
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- Figure 44: Types of toothpaste used, by household income, May 2003-April 2004
- Types of manual toothbrush used
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- Figure 45: Types of manual toothbrush used, May 2003-April 2004
- Types of powered toothbrushes used
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- Figure 46: Types of powered toothbrush used, May 2003-April 2004
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- Figure 47: Types of powered toothbrush used, by household income, May 2003-April 2004
- Frequency of toothpaste usage
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- Figure 48: Frequency of toothpaste usage, May 2003-April 2004
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- Figure 49: Frequency of toothpaste usage, by gender, May 2003-April 2004
- Frequency of mouthwash/dental rinse usage
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- Figure 50: Number of times used mouthwash/dental rinse in the past week, May 2003-April 2004
- Frequency of denture cleaner usage
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- Figure 51: Number of times used denture cleaner in the past week, May 2003-April 2004
- Use of other oral hygiene products
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- Figure 52: Other, specific oral hygiene products used at least occasionally, November 2004
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- Figure 53: Other, specific oral hygiene products used at least occasionally, by gender, November 2004
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- Figure 54: Other, specific oral hygiene products used at least occasionally, by age, November 2004
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- Figure 55: Other, specific oral hygiene products used at least occasionally, by household income, November 2004
- Oral hygiene product usage among teens
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- Figure 56: Whether use listed type of oral care product, teens vs. adults, May 2003-April 2004
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- Figure 57: Teen use of oral care products, by type of product, by gender, May 2003-April 2004
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- Figure 58: Teen use of oral care product, by type of product, by age, May 2003-April 2004
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- Figure 59: Cross-tabulation of usage of oral care products, May 2003-April 2004
- Types of toothpaste used by teens
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- Figure 60: Types and forms of toothpaste used by teens, May 2003-April 2004
- Oral hygiene product usage among children
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- Figure 61: Children’s use of toothpaste and mouthwash/dental rinse, May 2003-April 2004
- Frequency of dentist visits among adults
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- Figure 62: How often adults go to the dentist, November 2004
- Summary
Future & Forecast
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- FUTURE TRENDS
- Science to bring more advancements to toothcare
- Oral care to blend with other categories
- Baby Boomers aging means more products to address aging needs
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- Figure 63: U.S. population, by generation and gender, 2004
- MARKET FORECAST
- Oral hygiene products
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- Figure 64: Forecast of total U.S. FDM sales of oral hygiene products, at current and constant prices, 2004-09
- Toothpaste
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- Figure 65: Forecast of U.S. FDM sales of toothpaste, at current and constant prices, 2004-09
- Toothbrushes
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- Figure 66: Forecast of U.S. FDM sales of toothbrushes, at current and constant prices, 2004-09
- Mouthwash
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- Figure 67: Forecast of U.S. FDM sales of mouthwash, at current and constant prices, 2004-09
- Denture products
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- Figure 68: Forecast of U.S. FDM sales of denture products, at current and constant prices, 2004-09
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
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- CATEGORY REVIEW – ORAL HYGIENE
- Introduction
- Executive summary
- Product trends
- Children’s products
- Specialized toothbrushes
- Clean your teeth without toothpaste
- Herbal and natural varieties of toothpaste and mouthwash
- Toothpaste and mouthwash formula advancements bring new types of benefits
- Future Trends
- NEW PRODUCT BRIEFS
- Lander: Bubble Gum Anti-Tartar Dental Rinse
- Waterpik Technologies: Power Flosser
- World Trend Inc.: Shrek 2 Happee Care Action-Magic Toothbrush
- Del Labs: Orajel Toddler Power Brush
- Orawave: Home Hygienist Power Whitener
- Oral-B Laboratories: Oral-B Stages Winnie the Pooh Battery Toothbrush
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