Table of Contents
Issues in the Market
-
- Key themes
- Definitions
Insights and Opportunities
-
- Catering to older consumers
- Travelling light
- Men need persuading
Fast Forward Trends
-
- Trend 1: Shamless
- What it is
- Market touchpoints/implications
- Trend 2: Customise this
- What it is
- Market touchpoints/implications
Market in Brief
-
- Oral care routines expand
- New niches
- Dental options are reduced
- Big versus small
- Consumer choices
- Future
Internal Market Environment
-
- Key Points
- Active dental registrations
-
- Figure 1: Active patient registrations in England and Wales, 2003-06*
- The influence of diet
- Soft drinks
-
- Figure 2: Consumption of soft drinks in the last 12 months, 2002-06
- Sweets
-
- Figure 3: Purchasing of sweets (including sweets for children) in the last 12 months, 2002-06
- Smoking
-
- Figure 4: Cigarette smoking in the last 12 months, 2002-06
- Denture wearers
-
- Figure 5: Adults who wear dentures, 2002-06
- Smile beauty
- Bright shiny trends for US market
Broader Market Environment
-
- Key Points
- Rising cost of dentistry
- Dental tourism is on the increase
- Implications of ageing population on dental health
-
- Figure 6: Structure of the UK population, by age and gender, 2002-12
- Celebrity smiles
Competitive Context
-
- Key Points
- Chewing gum
-
- Figure 7: Consumption of chewing gum in the last 12 months, 2002-06
-
- Figure 8: Type of chewing gum chewed most often, 2002-06
- Mints
-
- Figure 9: Consumption of mints in the last 12 months, 2002-06
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key Points
- Manufacturers and brands
-
- Figure 10: Trends in oral hygiene launches, by company, 2002-06.
- Antibacterial growth
-
- Figure 11: Trends in oral hygiene launches, by product claims, 2002-06
- Toothpastes – creating new niches
- Acid erosion
- Anti-ageing
- Baby teeth
- Cosmetic growth?
- Powering innovation in brushes
- Mouthwashes – they’re allwight
- Dental floss
Market Size and Forecast
-
- Key Points
-
- Figure 12: Market size and forecast of the oral hygiene market, by avlue, 2002-12
- The future of oral hygiene
Segment Performance
-
- Key Points
-
- Figure 13: UK retail value sales of oral hygiene, by sector, 2002-07
- Toothpastes
-
- Figure 14: UK retail sales of toothpaste, by type, 2005 and 2006
- Whitening
- Acid erosion
- Tartar control
- Targeting children
- Toothbrushes
- Replacement key target
- Manual hold their own with added benefits
-
- Figure 15: UK retail sales of toothbrushes, by sector, 2002-07
- Power brushes clean up on growth
- Mouthwashes and fresh breath products
- Ancillary oral care products
Market Share
-
- Key Points
- Manufacturer shares
-
- Figure 16: Brand shares in toothpastes, 2005-07
- Manual toothbrushes
-
- Figure 17: Brands’ value shares of manual toothbrushes, 2005-07
- Power toothbrushes
-
- Figure 18: Brands’ value shares of power toothbrushes, 2005-07
- Fresh breath products
-
- Figure 19: Brands’ value shares of fresh breath products, 2005-07
- Denture care products
Companies and Products
-
- Colgate-Palmolive
- GlaxoSmithKline
- Procter & Gamble/Oral-B
- Johnson & Johnson
- Pfizer Consumer Healthcare
- Wisdom
- Philips
- Church & Dwight
- Other oral care companies
- Combe
- Manx
- Pierre Fabre
- DenTek
- Periproducts
- Biotène
- Dentyl
- Natural brands
- Cosmetic brands
- Own-label
Brand Elements
-
- Colgate
-
- Figure 20: Words associated with Colgate oral hygiene brand, April 2007
- Brand qualities
- Recommendations and opportunities
- Going clinical: the pearly gates for Colgate?
- Squeezing some fun into the brand
- Macleans
-
- Figure 21: Words associated with Macleans oral hygiene brand, April 2007
- Brand qualities
- Recommendations and opportunities
- Building brand loyalty
- Men to help Macleans up?
- Oral-B
-
- Figure 22: Words associated with Oral-B oral hygiene brand, April 2007
- Brand qualities
- Recommendations and opportunities
- Giving the brand the salon treatment
- Niche spin offs?
- Crest
-
- Figure 23: Words associated with Crest oral hygiene brand, April 2007
- Brand qualities
- Recommendations and opportunities
- Crest-fallen
- Cleaning up brand image
- The future is green?
- Dentyl
-
- Figure 24: Words associated with Dentyl oral hygiene brand, April 2007
- Brand qualities
- Recommendations and opportunities
- Bracing for change
- Sorting out teething troubles
- Usage of brands
- Colgate most favoured
-
- Figure 25: Consumer usage of various oral hygiene brands, April 2007
- Attitudes towards brands
-
- Figure 26: Customer attitudes to oral hygiene brands, April 2007
- Brand satisfaction and performance
-
- Figure 27: Customer rating of oral hygiene brands, April 2007
- Brand commitment
-
- Figure 28: Brand commitment towards oral hygiene brands, April 2007
Brand Communication and Promotion
-
- Key Points
- Advertising spend
-
- Figure 29: Main monitored media advertising spend on oral hygiene, 2002-06
- Advertising by sector
-
- Figure 30: Main monitored media advertising spend on oral hygiene, by sector, 2002-06
- Adspend by advertiser
-
- Figure 31: Main monitored media advertising spend on oral hygiene, by advertiser, 2002-06
- Developing niche understanding
- Building brand
- Advertising strategy
- Trading up and adding value
- Marketing themes
- Price competition
- Professional recommendation and education
- Children
- Celebrity endorsement is low
- The natural approach
Channels to Market
-
- Key Points
- A clean sweep for supermarkets
-
- Figure 32: Retail distribution of oral hygiene, 2005-07
- Online
Consumer – Usage and Frequency
-
- Key Points
- Product usage
-
- Figure 33: Oral hygiene product usage, February 2007
- A simple routine
- Men lag behind
- Young people go for looks
- Good oral health comes with age
- Toothbrushes
- Usage and frequency
-
- Figure 34: Usage of toothbrushes in the last 12 months, 2002-06
-
- Figure 35: How often 11-14-year-olds get a new toothbrush, 2002-06
- Type of toothbrush
-
- Figure 36: Types used, 2004 and 2006
- Electric change
-
- Figure 37: Ownership of electric toothbrushes, 2002-06
- Expenditure
-
- Figure 38: Expenditure on electric toothbrushes bought in the last 12 months, 2002-06
- Toothpaste
- Usage and frequency – adults
-
- Figure 39: Usage of toothpaste in the last 12 months, 2002-06
- Usage and frequency – youths
-
- Figure 40: 11-14-year-olds who use toothpaste, 2002-06
- Other
- Usage and frequency – adults
-
- Figure 41: Usage of mouthwashes and gargles in the last 12 months, 2002-06
- Usage – youths
-
- Figure 42: Usage of other dental products – 11-14-year-olds, 2002-06
Consumer Purchase
-
- Key Points
- Influence on purchase and use
-
- Figure 43: Reasons for using oral hygiene products, February 2007
- Daily grind
- Mouthwash is used to freshen breath
- Cosmetic whiteners
- Women tick all the boxes
- Good intentions amongst the young are not enough
- Should we worry?
- Toothbrushes
- Influences – adults
- Influences – youths
-
- Figure 44: Who decides the kind of toothbrush that 11-14-year-olds use, 2002-06
- Toothpaste
- Influences – adults
- Influences – youths
-
- Figure 45: Toothpaste usage – 11-14-year-olds, 2002-06
- Other
- Reasons for purchase
-
- Figure 46: Important factors when choosing oral hygiene products, February 2007
- Must be effective
- An acquired taste
- Special offers
- Brand loyalty
Consumer Attitudes
-
- Key Points
-
- Figure 47: Attitudes towards oral hygiene, February 2007
- Concern for teeth rather than oral health
- The great divide
- No connection between tooth health and diet
- A gap in the market?
- Consumer Typologies
- Sensible
- Enthusiasts
- Apathetic
- Room for Improvement
Appendix
-
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal Market Environment
-
- Figure 48: Usage of oral hygiene products in the last 12 months – women, 2002-06
- Market size and forecast
- Factors incorporated in the forecast
- Consumer usage and frequency
-
- Figure 49: Use of oral hygiene products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Figure 50: Reason for use of toothbrush, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
-
- Figure 51: Reason for use of toothbrush, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Figure 52: Reason for use of fresh breath products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
-
- Figure 53: Reason for use of cosmetic oral hygiene products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Consumer purchase
-
- Figure 54: Important factors when choosing a toothbrush, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Figure 55: Important factors when choosing toothpaste, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
-
- Figure 56: Important factors when choosing fresh breath products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Figure 57: Important factors when choosing cosmetic oral hygiene products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Cross Tabulation
-
- Figure 58: Most popular reasons for using a toothbrush by what is important when choosing which toothbrush to use, February 2007
- Figure 59: Reasons for using a toothbrush by what is important when choosing which toothbrush to use, February 2007
- Figure 60: Most popular reasons for using toothpaste by what is important when choosing which toothpaste to use, February 2007
-
- Figure 61: Reasons for using toothpaste by what is important when choosing which toothpaste to use, February 2007
- Figure 62: Popular reasons for using fresh breath products by what is important when choosing which fresh breath products to use, February 2007
-
- Figure 63: Reasons for using fresh breath products by what is important when choosing which fresh breath products to use, February 2007
- Figure 64: Most commonly used oral hygiene products by attitudes towards oral hygiene, February 2007
-
- Figure 65: Oral hygiene products used by attitudes towards oral hygiene, February 2007
- Consumer attitudes
-
- Figure 66: Consumer attitudes towards oral hygiene products, by gender, age, region, working status of main income earner, daily newspapers, household income, age of own children, daily Internet usage, supermarket used, commercial TV, working status, household size and tenure, February 2007
- Consumer Typologies
-
- Figure 67: Consumer typologies, by gender, age, region, social grade, household income, daily internet usage, daily commercial TV viewing, working status, household size, tenure, age of own children, supermarket usage, february 2007.
- Figure 68: Consumer typologies by oral hygiene products used, February 2007
-
- Figure 69: Consumer typologies by product usage repertoire, February 2007
- Figure 70: Consumer typologies by reasons for using oral hygiene products, February 2007
-
- Figure 71: Consumer typologies by influencing factors on the choice of oral hygiene products, February 2007
- Figure 72: Consumer typologies by attitudes towards oral hygiene products, February 2007
Back to top