Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data for this report
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Dental offices present an opportunity to reach those who care about oral care
- Women shop for the whole family
- Young adults most interested in a bright smile
- Minorities offer potential to drive oral care growth
- Education propels awareness
- Children’s products ready for growth
Topline Results and the Role of the Dental Office
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- Introduction
- Visiting the hygienist
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- Figure 1: Any visits to a hygienist, by gender, age and income, March 2007
- The role of professionals in recommending products
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- Figure 2: Interest in professional recommendations, by visits to hygienist, March 2007
- Frequency of oral hygiene product use
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- Figure 3: Frequency of oral hygeine product use, January-October 2006
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- Figure 4: Oral care products frequency of use, March 2007
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- Figure 5: Flossing frequency, by visits to hygienist, March 2007
- Attitudes and usage of floss and alternatives to floss
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- Figure 6: Use of any type of flossing device or a waterpik, by four demographic criteria, March 2007
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- Figure 7: Reasons for not flossing, by visits to hygienist, March 2007
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- Figure 8: Opinions about flossing, by visits to the hygienist, March 2007
- Oral pain
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- Figure 9: Use of treatments for oral pain, March 2007
- Those who visit the hygienist more likely to shop for the whole household
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- Figure 10: Purchase oral care products for others, by visits to hygienist, March 2007
- Use of power toothbrushes
- The desirability of specific product claims in toothpaste and mouthwash
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- Figure 11: Comparison of product claim desirability for mouthwash and toothpaste, March 2007
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- Figure 12: Willingness to pay premiums for specific toothpaste properties, by visits to hygienist, March 2007
- General attitudes toward oral care
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- Figure 13: General attitudes to oral hygiene, by visits to hygienist, March 2007
- Problem-solution products
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- Figure 14: Need for problem-solution products, by visits to hygienist, March 2007
- Portable products
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- Figure 15: Attitudes toward and usage of portable oral care, by visits to dental hygienist, March 2007
- Attitudes toward branding
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- Figure 16: Attitudes toward brand, by visits to hygienist, March 2007
- Preferences for specific types of products
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- Figure 17: Attitudes toward specific oral care product types, March 2007
- Cosmetics and the impression that a clean mouth makes on others
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- Figure 18: Cosmetic impressions, March 2007
- Communicating with consumers
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- Figure 19: Communicating with consumers, March 2007
- What oral care problems cause concern
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- Figure 20: Oral problems that cause concern, by visits to hygienist, March 2007
- Use of whitening products
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- Figure 21: Use of whitening products, by visits to hygienist, March 2007
- Satisfaction with whitening products and procedures
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- Figure 22: Satisfaction with whitening products/services, by gender, March 2007
Role of Gender
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- Overview
- Special products for women
- Visits to oral care professionals
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- Figure 23: Usage of professional services, by gender, March 2007
- Women are the primary shoppers for oral care
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- Figure 24: Purchasing for self and others, by gender, March 2007
- Feature preferences in toothpaste
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- Figure 25: Willingness to pay premiums for specific toothpaste properties, by gender, March 2007
- General attitudes toward oral care
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- Figure 26: Attitudes towards oral care, by gender, March 2007
- Problem-solution products
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- Figure 27: Need for and attitudes toward problem-solution products, by gender, March 2007
- Use of floss
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- Figure 28: Use of dental floss, by gender, March 2007
- Portable products
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- Figure 29: Attitudes toward and usage of portable oral care, by gender, March 2007
- Attitudes toward trying new oral care products
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- Figure 30: Attitudes toward trying new products, by gender, March 2007
- Men more likely to enjoy burning sensation from mouthwash
- Women have a keener interest in white teeth and a great smile
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- Figure 31: Opinions about smiles and teeth whitening, by gender, March 2007
- Communicating with consumers
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- Figure 32: Openness to corporate communications, by gender, March 2007
- What oral care problems cause concern
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- Figure 33: Level of concern regarding potential oral care problems, by gender, March 2007
- Use of whitening products
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- Figure 34: Use of whitening products, by gender, March 2007
- Women who prioritize oral care
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- Figure 35: Women who prioritize oral care, by age, and visiting the hygienist, March 2007
Impact of Age
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- Introduction
- Older Americans offer potential market growth
- Specialty products for seniors
- Age trends in America
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- Figure 36: Population by age, 2002-12
- Toothpaste feature choices
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- Figure 37: Type of toothpaste used, by age, January 2006-October 2006
- Visits to oral care professionals
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- Figure 38: Usage of professional services, by age, March 2007
- Shopping for the whole family
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- Figure 39: Primary oral care buyer, by age, March 2007
- Desirability of specific product claims in toothpaste
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- Figure 40: Willingness to pay extra for toothpaste product features, by age, March 2007
- General attitudes toward oral care and teeth whitening
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- Figure 41: Attitudes towards oral care, by age, March 2007
- Portable products
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- Figure 42: Portable oral care product usage, by age, March 2007
- Brand loyalty
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- Figure 43: Opinions about branding of oral care products, by age, March 2007
- Product preferences
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- Figure 44: Product preferences, by age, March 2007
- Cosmetics and the impression that a clean mouth makes on others
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- Figure 45: Concern with appearance of gums and teeth, by age, March 2007
- Communicating with consumers
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- Figure 46: Willingness to entertain point-of-sale and other communications, by age, March 2007
- Penetration of oral problems and procedures
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- Figure 47: Oral problems and professional treatments, by age, March 2007
- Use of whitening products
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- Figure 48: Use of whitening products, by age, March 2007
- Reasons for not using OTC whitening kits
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- Figure 49: Reasons for not using OTC whitening kits, by age, March 2007
Household Income and Education
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- Introduction
- Reaching low-education households
- Trends in household income
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- Figure 50: Distribution of households, by income (in current dollars), 1999 and 2005
- Figure 51: Change in number of households per income bracket, 1999-2005
- Use of whitening toothpaste
- Visits to oral care professionals
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- Figure 52: Usage of professional services, by household income, March 2007
- General attitudes toward oral care
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- Figure 53: Attitudes towards oral care, by household income, March 2007
- Impact of education on oral care habits and perspectives
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- Figure 54: Oral care attitudes and behavior, by education, March 2007
Impact of Race/Ethnicity
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- Introduction
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- Figure 55: Population by race and Hispanic origin, 2002-12
- Type of toothpaste used
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- Figure 56: Type of toothpaste used, by race, January-October 2006
- Frequency of oral hygiene product use
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- Figure 57: Frequency of oral hygeine product use, by race, January 2006-October 2006
- Visits to the hygienist
- The desirability of specific product claims in toothpaste and mouthwash
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- Figure 58: Willingness to pay more for specific toothpaste product features, by race/ethnicity, March 2007
- General attitudes toward oral care
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- Figure 59: Attitudes towards oral care, by race/ethnicity, March 2007
- Portable products
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- Figure 60: Use of portable oral care away from home, by race/ethnicity, March 2007
- Brand loyalty and interest in samples
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- Figure 61: Brand loyalty and interest in samples, by race/ethnicity, March 2007
- Preferences for specific types of products
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- Figure 62: Opinions about smiles and oral care products, by race/ethnicity, March 2007
- Communicating with consumers
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- Figure 63: Interest in corporate communication, by race/ethnicity, March 2007
- Use of whitening products
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- Figure 64: Use of whitening products, by race/ethnicity, March 2007
Teens and Kids
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- Use of mouthwash rising among kids
- Parental attitudes toward oral care products for children
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- Figure 65: Parental attitudes toward children’s oral care products, by gender, March 2007
Dentures and Related Products
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- Introduction
- Denture Adhesive
- Reported brand usage
- Denture cleaners
Brand Preferences
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- Brand of toothpaste used
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- Figure 66: Brand of toothpaste used, 2003,2004, 2005, and 2006
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- Figure 67: Brand of toothpaste used, by age, January-October 2006
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- Figure 68: Brand of toothpaste used, by race/ethnicity, January 2006-October 2006
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- Figure 69: Brand of toothpaste used, by household income, January-October 2006
- Brand of power toothbrush used
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- Figure 70: Brand of power toothbrush used, 2003, 2004, 2005 and 2006
- Figure 71: Brand of power toothbrush used, by age, January-October 2006
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- Figure 72: Brand of power toothbrush used, by race/ethnicity, January-October 2006
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- Figure 73: Brand of power toothbrush used, by household income, January-October 2006
- Brand of manual toothbrush used
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- Figure 74: Brand of power toothbrush used, 2003, 2004, 2005 and 2006
- Figure 75: Brand of toothbrush used, by age, January 2006-October 2006
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- Figure 76: Brand of toothbrush used, by household income, January-October 2006
- Brand of tooth whitener used
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- Figure 77: Brand of tooth whitener used, January-October 2006
Appendix: Trade Associations
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