Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Foaming formats
- Dual chamber packaging – lessons from women’s skincare
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- Figure 1: The L'Oréal Dermo-Expertise brand featuring a dual chamber bottle holding two seperate creams, that is said to give maximum efficiency when combined, May 2004
- On-the-go cleaning
- Day/night formulas
- Shortening the replacement cycles of manual toothbrushes
- Beyond teeth to pouting lips
- Targeting men
- Dental Implant specific products
Executive Summary
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- Enhancing the grooming regime
- Oral hygiene market worth £616 million
- Denture market drops in value
- A few key players dominate
- Adspend hits a high
- Supermarkets’ growing dominance of the distribution map
- Nine in ten consumers use toothpaste
- Is an ancillary explosion imminent?
- Trade up to power
Market Drivers
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- Improving oral hygiene
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- Figure 2: Adults who wear dentures, 2001-05
- Consumers more aware of their image
- Trading up
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- Figure 4: Agreement with statement ‘I only use good quality toiletries’, by gender, 2001, 2003 and 2005
- From health to beauty
- Cosmetic and further products
- Health attitudes and dentistry
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- Figure 5: Active patients registered with an NHS dentist* and treatments undertaken, September 2003 and September 2005
- Impact on the oral hygiene market
- Eating well?
Market Size and Trends
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- Accelerated growth favours the market
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- Figure 6: UK retail sales of oral hygiene products, including toothbrushes, 2000-05
- The ancillary knock-on effect
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- Figure 7: UK retail sales of oral hygiene products, by sector, 2001-05
- Denture market’s slow decline
- Toothpastes recover some momentum
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- Figure 8: UK retail sales of toothpaste, 2000-05
- Protection and looking good are key motivators
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- Figure 9: UK retail sales of toothpaste, by type, 2001-05
- Emerging toothpastes
- Manual dominates
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- Figure 10: UK retail value and volume of toothbrush sales, by type, 2001, 2003 and 2005
- Rechargeable toothbrushes are the major partner
- Polarisation of price points
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- Figure 11: UK value and volume sales of power-operated toothbrushes, by type, 2001-05
- Supermarkets driving down the price of battery-operated units
- Price of power-operated brushes falling
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- Figure 12: Average cost of a toothbrush, by type, 2001, 2003 and 2005
- Children’s toothbrushes enjoy rise in popularity
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- Figure 13: UK retail sales, segmented by children’s and adults’ toothbrushes, 2001-05
- Establishing the ritual
- Super-premium brushes sell well
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- Figure 14: UK volume sales of manual toothbrushes, by price type, 2001-05
- Mouthwash more popular than ever
- Opportunities abound for further diversification
The Supply Structure
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- Big three increase squeeze on toothpaste sector
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- Figure 15: Manufacturers’ shares in the UK toothpaste market, 2001-05
- Simplification may be the way forward in manual market
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- Figure 16: UK manufacturers’ shares of manual toothbrushes, 2001-05
- Gillette, Philips and Colgate are empowered
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- Figure 17: UK manufacturers’ share of the power-operated toothbrush market, 2001-05
- Pfizer’s market share approaches the 50% mark
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- Figure 18: Manufacturers’ shares in the UK mouthwash and breath freshener market, 2001-05
- Fixatives and cleansers
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- Figure 19: Manufacturers’ shares in the UK denture cleansers and fixatives market, 2005
- Company profiles
- Colgate-Palmolive
- GlaxoSmithKline
- Johnson & Johnson
- Pfizer Consumer Healthcare
- Philips
- Procter & Gamble
- Reckitt Benckiser
- Wisdom
- Combe International
New Product Development
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- Whitening products stand out
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- Figure 20: New oral hygiene products, by positioning trends, January 2000-05
- Not quite a success story?
- All they are wrapped up to be?
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- Figure 21: New oral hygiene products, by type of packaging, January 2000-05
- New product briefs
- Toothbrushes
- Toothpaste
- Mouthwash
- Dental floss
- Denture
- Other products
- New Product Briefs
Advertising and Promotion
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- Figure 22: Main monitored media advertising expenditure on oral hygiene products, 2001-05
- A five year high
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- Figure 23: Main monitored media advertising expenditure on oral hygiene products and toothbrushes, by sector, 2001-05
- Figure 24: Index of Main monitored media advertising expenditure on oral hygiene products, by sector, 2001-05
- Dentures
- False dawn for dentures
- Toothpaste and polishes
- Toothpaste adspend fell between 2001 and 2004
- 2005 sees a rise in toothpaste
- Sensodyne – the biggest brand advertiser
- Whiter than white?
- Tooth brushes
- Rechargeable toothbrushes dominate spend on all toothbrushes
- Powering ahead
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- Figure 25: Main Monitored media spend on rechargeable toothbrushes, by quarter, 2005
- Manual toothbrushes fighting back
- Mouthwash, rinses, other dental range additions
- A masterbrand moment looms?
- Bright ideas require attractive ads
- Brushed off
- Advertising media spend by category
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- Figure 26: Leading companies main monitored media spend on toothbrushes*, 2003-05
- Figure 27: Leading companies main monitored media spend on toothpaste and polishes, 2003-05
- Figure 28: Leading companies main Monitored media spend on denture products, 2003-5
- Figure 29: Leading companies main monitored media spend on dental ancillaries, mouthwashes, rinses, and range extensions, 2003-05
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Distribution
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- Supermarkets clean up…
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- Figure 30: Distribution share of the UK oral hygiene market, by channel, 2001-05
- …but Boots gains ground
- Grocery multiples provide most manual toothbrushes
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- Figure 31: UK retail sales of manual toothbrushes, by outlet type, 2005
- Power brushes are big business for Boots and the catalogue shops
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- Figure 32: UK retail sales of powered toothbrushes, by outlet type, 2005
The Consumer
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- Type of dental products used
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- Figure 33: Types of dental products used, October 2005
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- Figure 34: Consumers who use electric toothbrushes and standard toothbrushes regularly, by socio-economic status, October 2005
- Moving into power
- Youth and experience
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- Figure 35: Consumers who use mouthwash regularly, by age, October 2005
- New media, new opportunities
- Larger households have traditional cleaning regimes
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- Figure 36: Consumers who regularly use toothbrushes (electric and standard), and toothpaste, October 2005
- Convenience
- Whitening products – an alternative to the dentist
- Dental floss for on-the-go
- Young consumers chew more dental gum
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- Figure 37: regular usage of dental gum by age and presence of children in household, October 2005
- Scots are the least aware of oral hygiene products
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- Figure 38: Adults who wear dentures, by region, 2005
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- Figure 39: Regular usage of a variety of dental products, October 2005
- Repertoire analysis
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- Figure 40: Repertoire of types of dental products used, October 2005
- Supermarket correlation analysis
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- Figure 41: Correlation between types of dental product used and supermarket, October 2005
Detailed Demographics
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- Types of dental products used
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- Figure 42: Types of dental products used, by demographics October 2005
- Figure 43: Types of dental products used, by demogs, October 2005
- Figure 44: Other types of dental products used, by demogs, October 2005
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- Figure 45: Other types of dental products used, by demogs, October 2005
The Consumer – Attitudes and Motivations
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- Figure 46: Attitudes to toothcare, October 2005
- Somewhere short of the truth
- Young consumers most concerned with aesthetics and fresh breath
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- Figure 47: Consumer attitudes towards dental hygeine, October 2005
- AB consumers most likely to go to the dentist
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- Figure 48: Consumers who visit their dentist at least once a year, October 2005
- A forgotten generation
- Men hold insouciant views
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- Figure 49: Consumer attitudes towards dental hygiene, by gender, October 2005
- Brand awareness and recall
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- Figure 50: Preferred brands of toothbrushes and toothpaste, October 2005
- Repertoire of brands
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- Figure 51: Repertoire of brands used, October 2005
- Consumers opt for brands when they want to whiten
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- Figure 52: Cross-analysis of types of dental products and brands used, October 2005
- Cross-analysis by brand
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- Figure 53: Cross-analysis of attitudes to dental products and leading brands, October 2005
- Correlation of brands and dental products
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- Figure 54: Correlation of brands used and types of dental products, October 2005
- Conclusions
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Attitudes and Motivations – Detailed Demographics
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- Attitudes to toothcare
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- Figure 55: Attitudes to toothcare, October 2005
- Figure 56: Attitudes to toothcare, October 2005
- Figure 57: Attitudes to toothcare, October 2005
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- Figure 58: Attitudes to toothcare, October 2005
- Repertoire analysis
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- Figure 59: Repertoire of dental products used, October 2005
- Figure 60: Repertoire of brands of dental products used, October 2005
The Future
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- Rosy forecast
- Dentistry shake-up
- Targeting the older consumer
- Whitewash from the US
- Power on
- Mouthwash tsunami
- Further market consolidation likely
- Denture care decline
- Ancillary fiesta!
- Targeting the on the go needs
Forecast
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- Oral Hygiene
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- Figure 61: Forecast of the UK market for oral hygiene, 2005-10
- A mature market for the old favourites
- The future’s bright, the future is white
- Toothbrushes
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- Figure 62: Forecast of the UK market for toothbrushes, 2005-10
- Electric gains the brushing power
- Factors used in the forecast
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