Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- In FDM and natural channels, (excluding Wal-Mart) oral hygiene sales are nearly $2.7 billion
- Women more receptive to new products
- “For kids” products continue to support sales—and will continue to do so
- Toothpaste leads the category, but mouthwash shows most growth since 2003
- Powered toothbrush sales slide but manual toothbrush sales grow slightly
- Consumers see differences in the category worth paying for
- P&G’s 2005 purchase of Gillette instigated a number of brand shifts
- Supermarkets have more than half of category sales
- Opportunity for mouthwash to further penetrate young teen market
- Cranberries may be the basis of new, “all natural” oral hygiene products
- Category sales forecast to drop to $2.6 billion by 2010 (excluding Wal-Mart)
Market Drivers
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- Oral care is part of the daily personal care process
- Women support the oral hygiene category
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- Figure 1: Female population, number and percentage of the U.S. population, 2000 and 2005
- Category innovations offer consumers more and more choices
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- Figure 2: Number of new products in toothbrushes, toothpastes and mouthwashes in the U.S., 2000-05
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- Figure 3: Top five positioning claims for new toothbrushes, toothpastes and mouthwashes in the U.S., 2000-05
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- Figure 4: Advanced oral hygiene products in which consumers are “not interested,” by gender, November 2005
- Number of denture wearers declining
- Professional tooth protection reduces risk of oral hygiene problems
Market Size and Trends
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- Market size
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- Figure 5: U.S. retail sales of oral hygiene products in FDM and natural food channels, at current and constant prices, 2000-05
- Market trends
- Functional formulae
- Natural formulae
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- Figure 6: U.S. Natural Food stores sales of oral hygiene products, at current and constant prices, 2000-05
- “Gourmet” oral care
- “Designer” oral care
- Focus on proper brushing time
- Combination tools
- Multi-tasking products
Market Segmentation
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- Overview
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- Figure 7: Sales of oral hygiene products in FDM and natural food channels, segmented by product type, 2003 and 2005
- Toothpaste
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- Figure 8: Sales of toothpaste in FDM and natural food channels, at current and constant prices, 2000-05
- Mouthwash
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- Figure 9: Sales of mouthwash at FDM and natural food channels, at current and constant prices, 2000-05
- Manual toothbrushes
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- Figure 10: Sales of manualtoothbrushes at FDM and natural food channels, at current and constant prices, 2000-05
- Denture care
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- Figure 11: Sales of denture care products, at current and constant prices, 2000-05
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- Figure 12: Graph: Sales of denture care products, in millions, by sub-sector, 2005
- Powered toothbrushes
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- Figure 13: Sales of powered toothbrushes at FDM, at current and constant prices, 2000-05
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- Figure 14: Number of powered toothbrushes sold at FDM, 2000-05
Supply Structure
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- Introduction
- Overview
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- Figure 15: Manufacturer FDM sales of oral hygiene products in the U.S., 2003 and 2005
- Toothpaste
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- Figure 16: Manufacturer brand FDM sales of toothpaste in the U.S., 2003 and 2005
- Mouthwash
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- Figure 17: Manufacturer brand FDM sales of mouthwash/dental rinse in the U.S., 2003 and 2005
- Manual toothbrushes
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- Figure 18: Manufacturer brand FDM sales of manual toothbrushes in the U.S., 2003 and 2005
- Denture care products
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- Figure 19: Manufacturer brand FDM sales of denture care products in the U.S., 2003 and 2005
- Powered toothbrushes
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- Figure 20: Manufacturer brand FDM sales of powered toothbrushes in the U.S., 2003 and 2005
- Major manufacturers
- Procter & Gamble/Gillette
- Colgate-Palmolive
- Pfizer
- GlaxoSmithKline (GSK)
- Church & Dwight
- Johnson & Johnson
Advertising and Promotion
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- Overview
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- Figure 21: Global ad spending, by product category, 2003 and 2004
- P&G/Gillette
- Colgate-Palmolive
- Pfizer
- Church & Dwight
- Johnson & Johnson
Retail Distribution
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- Introduction
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- Figure 22: U.S. retail sales of oral hygiene products, by channel, 2003 and 2005
- Supermarkets
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- Figure 23: U.S. supermarket sales of oral hygiene products, at current and constant prices, 2000-05
- Drug stores
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- Figure 24: U.S. drug store sales of oral hygiene products, at current and constant prices, 2000-05
The Consumer
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- Introduction
- Oral hygiene product usage
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- Figure 25: Adult use of oral care products, by type of product, May 2004-May 2005
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- Figure 26: Adult use of oral care products, by type of product, by gender, May 2004-May 2005
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- Figure 27: Adult use of oral care products, by type of product, by age, May 2004-May 2005
- Types of toothpaste used
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- Figure 28: Types and forms of toothpaste used, May 2004-May 2005
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- Figure 29: Types of toothpaste used, by gender, May 2004-May 2005
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- Figure 30: Types and forms of toothpaste used, by age, May 2004-May 2005
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- Figure 31: Types of toothpaste used, by household income, May 2004-May 2005
- Types of manual toothbrush used
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- Figure 32: Types of manual toothbrush used, May 2004-May 2005
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- Figure 33: Types of toothpaste used, by race/ethnicity, May 2004-May 2005
- Types of powered toothbrushes used
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- Figure 34: Types of powered toothbrush used, May 2004-May 2005
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- Figure 35: Types of powered toothbrush used, by household income, May 2004-May 2005
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- Figure 36: Types of powered toothbrush used, by age, May 2004-May 2005
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- Figure 37: Types of powered toothbrush used, by race/ethnicity, May 2004-May 2005
- Types of advanced oral care products consumers would be most likely to purchase
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- Figure 38: Likelihood to purchase specific advanced oral hygiene products, November 2005
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- Figure 39: Would definitely buy specific advanced oral hygiene products, by gender, November 2005
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- Figure 40: Specific oral hygiene products not likely to purchase, by gender, November 2005
- Attitudes toward purchase of oral hygiene products
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- Figure 41: Attitudes regarding oral hygiene product purchase, November 2005
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- Figure 42: Attitudes regarding toothbrush purchases, by type of toothbrush owned, November 2005
- Oral hygiene product usage among teens
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- Figure 43: Whether use listed type of oral care product, teens vs. adults, May 2004-May 2005
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- Figure 44: Teen use of oral care products, by type of product, by gender, May 2004-May 2005
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- Figure 45: Teen use of oral care product, by type of product, by age, May 2004-May 2005
- Types of toothpaste used by teens
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- Figure 46: Types and forms of toothpaste used by teens, May 2004-May 2005
- Oral hygiene product usage among children
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- Figure 47: Children’s use of toothpaste and mouthwash/dental rinse, May 2004-May 2005
- Summary
Future and Forecast
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- Future trends
- Functional formulae may extend to disease prevention
- More natural oral hygiene products
- New sales channels for oral hygiene products
- Kids’ oral hygiene will be an area of increasing focus
- Market forecast
- Oral hygiene products
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- Figure 48: Forecast of total U.S. sales of oral hygiene products, at current and constant prices, 2005-10
- Toothpaste
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- Figure 49: Forecast of U.S. sales of toothpaste, at current and constant prices, 2005-10
- Mouthwash
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- Figure 50: Forecast of U.S. sales of mouthwash, at current and constant prices, 2005-10
- Manual toothbrushes
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- Figure 51: Forecast of U.S. sales of manual toothbrushes, at current and constant prices, 2005-10
- Denture care products
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- Figure 52: Forecast of U.S. sales of denture care products, at current and constant prices, 2005-10
- Powered toothbrushes
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- Figure 53: Forecast of U.S. sales of powered toothbrushes, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- GlaxoSmithKline: Aquafresh Kids Toothpaste
- Personal Products: Reach Curious George Toothpaste
- CVS: Whitening Pre-Brush Rinse
- Gillette: Oral-B Rembrandt Stain Therapy Mouth Rinse
- Tom’s of Maine: Natural Anti-cavity Mouthwash
- Sunshine Products: Madagascar Toothpaste
- Sanrio Company: Hello Kitty Fun ‘N Fruity Toothpaste
- Procter & Gamble: Crest Whitening Expressions in Lemon Ice
- Gillette: Oral-B CrossAction Powered Whitening Toothbrush
- Jason Natural: Jason Healthy Mouth Antiseptic Mouthwash
- Jason Natural: Jason Powersmile Whitening Toothpaste
- Colgate-Palmolive: Colgate 2-in-1 Oxygen Whitening Toothpaste
- Colgate Palmolive: Colgate Luminous Toothpaste
- McNeil Consumer & Specialty Pharmaceuticals: Reach Max Tooth and Gum Toothbrush
- Paglieri Mugnos: Fructodent Gourmet Toothpaste
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