About the market:

The market for oral hygiene products has grown year on year since the turn of the decade with achieving an estimated value of £680m in 2005. Two sub-divisions, toothbrushes and toothpaste, dominate the market. As consumers increasingly realise the value of maintaining good oral hygiene and seek to attain whiter teeth (often to emulate the look of various celebrities) they are likely to spend more on standard products, such as toothpaste, resulting in their value rising by 4% since 2003.

However, levels of growth have accelerated since 2003 as consumers also latch on an ever-expanding number of ancillary products, such as tongue scrapers, mouthwash etc. For the future, Mintel’s exclusive research points to a further significant increase of sales in the ancillary products range.

About Mintel’s report:

Mintel’s new market intelligence report provides the user with a fresh insight into a healthy market.

Compiling together the most sought-after trend data and authoritative, independent market analysis, it offers you a vital way of fully understanding the UK retail market for oral hygiene products. It also offers you unique findings from exclusive consumer research; invaluable information that will enable you to tailor your business to real consumer demand. Mintel’s research report has been designed to help you:

Track UK retail sales of oral hygiene products, market segmentation and key market drivers

Discover if looking good truly is the key motivator behind consumers’ appetite for oral hygiene products

Explore the market share of key brands and their positioning

Track trends in the market’s advertising and promotion spend

Track consumer purchasing behaviour in the market

Understand consumer attitudes towards oral hygiene products and pinpoint key target audiences accordingly

Gem up on supermarkets recent clean up strategy

Rate the success of new product developments

Pinpoint market potential before your competitors

Jump on the ancillary fiesta bandwagon

Use market forecasts to set future sales strategies.

Intriguing findings include:

Around a third of adults (34%) use at least four types of oral hygiene product.

Since 2001, tartar control products have fallen into a black hole with sales declining by 80%.

Influence of dentist/hygienist towards purchase decisions is high with 18% of consumers using recommended products.