Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Slow growth overall, but dynamic segments
- Considerable opportunity exists
- Oral care and life care
- Products for children
- Specialized products
- Snapshot of retail sector
- Americans want white teeth
- Colgate and Crest rule
- Whitening products are for the young and women
- Other interesting findings
- Introducing new products
- Looking ahead
Insights and Opportunities
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- Oral care is life care
- A market with room for growth: children’s oral care
- Personalized products for every cohort
Market Size and Forecast
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- Key points
- Private label erodes sales growth
- Innovation that catches a trend is the key
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- Figure 1: U.S. FDMx sales and forecast of oral care and dental hygiene products, at current prices, 2002-12
- Figure 2: U.S. FDMx sales and forecast of oral care and dental hygiene products, at inflation-adjusted* prices, 2002-12
- Wal-Mart sales
Segment Performance
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- Key points
- Mouthwash steals market share from tooth whitening/bleaching
- Manual toothbrushes gain at the expense of power toothbrushes
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- Figure 3: U.S. FDMx sales of oral care and dental hygiene products, by segment, 2005 and 2007
Segment Performance – Toothpaste
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- Key points
- Mass merchandisers hurt the segment
- Innovations breathe new life and increase profits
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- Figure 4: U.S. FDMx sales and forecast of toothpaste, 2002-12
Segment Performance – Mouthwash/Dental Rinse
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- Key points
- Whitening claims result in significant sales increases
- Future growth is likely
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- Figure 5: U.S. FDMx sales and forecast of mouthwash/dental rinse, 2002-12
Segment Performance – Manual Toothbrushes
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- Key points
- Surviving the power toothbrush onslaught
- Innovations satisfy holdouts, increase profits
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- Figure 6: U.S. FDMx sales and forecast of manual toothbrushes, 2002-12
Segment Performance – Dental Accessories and Tools
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- Key points
- Diverse products appeal to niche demographics
- Fears of gum disease, aging bode well for segment
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- Figure 7: U.S. FDMx sales and forecast of dental accessories and tools, 2002-12
Segment Performance – Tooth Bleaching and Whitening
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- Key points
- Tooth-whitening and bleaching products temporarily lost their shine
- Innovations win back consumers
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- Figure 8: U.S. FDMx sales and forecast of tooth bleaching and whitening, 2002-12
Competitive Context
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- Dental care without dentists
- Do it yourself
Retail Channels
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- Key points
- Poor merchandise selection slows sales
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- Figure 9: U.S. FDMx sales of oral care and dental hygiene products, by retail channel, 2005 and 2007
- An alternative view
- Stop & Shop cuts prices to compete
- Retail distribution – a wider context
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- Figure 10: U.S. sales of other hygiene needs*, by retail channel, 2005 and 2007
Retail Channels – Drug Stores
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- Key points
- The right products at the right time
- The next big thing
- Drug store sales
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- Figure 11: U.S. FDMx sales of oral care and dental hygiene products at drug stores, 2002-07
Market Drivers
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- Poor brushing habits translate into market opportunities
- Millions can’t afford to see a dentist
- The never-ending quest for white teeth
- Tobacco, wine, and coffee discolor teeth and drive demand for products
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- Figure 12: Sales of tobacco products, wine, and coffee, 2003-11
- The American diet causes cavities
- A perfect storm: illness, age, and bad breath
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- Figure 13: Population, by age, 2002-12
Leading Companies
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- Key points
- Aquafresh extensions propel growth
- Chattem scores with ACT
- Grinding is good for U.S. DenTek
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- Figure 14: Manufacturer FDMx sales of oral care and dental hygiene products, 2007 and 2008
Brand Share – Toothpaste
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- Key points
- P&G hits a home run with two brands
- GlaxoSmithKline also cashes in on the whitening craze
- Manufacturer and brand sales
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- Figure 15: FDMx brand sales of toothpaste in the U.S., 2007 and 2008
Brand Share – Mouthwash/Dental Rinse
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- Key points
- ACT gets acquired
- Crest Mouthwash a bright spot in a lackluster portfolio
- Manufacturer and brand sales
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- Figure 16: FDMx brand sales of mouthwash/dental rinse in the U.S., 2007 and 2008
Brand Share – Manual Toothbrushes
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- Key points
- Dr. Seuss does it for Aquafresh
- Private label increasingly appeals
- Manufacturer and brand sales
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- Figure 17: FDMx brand sales of manual toothbrushes in the U.S., 2007 and 2008
Brand Share – Dental Accessories/Tools
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- Key points
- DenTek stops grinding
- A Crest spin-off succeeds
- Manufacturer and brand sales
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- Figure 18: FDM brand sales of dental accessories/tools in the U.S., 2007 and 2008
Brand Share – Tooth Bleaching and Whitening
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- Key points
- Aquafresh whitening kit delivers results
- Listerine Whitening Strips: the right product at the right time
- Consumers grab up less expensive alternatives
- Manufacturer and brand sales
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- Figure 19: FDMx brand sales of tooth bleaching and whitening in the U.S., 2007 and 2008
Brand Qualities
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- Trust and efficacy are universal and requisite qualities
- Aquafresh promises a happy life
- Crest gets clinical
Innovation and Innovators
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- Whiteners
- Toothbrushes
- Toothpastes
- Other products
- Innovative approaches
Advertising and Promotion
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- Key points
- Market share and adspend
- Spends shifting online
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- Figure 20: Ad expenditures for toothpaste, by brand, 2007
- TV commercials’ key points
- Self-confidence
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- Figure 21: Aquafresh white trays, 2007
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- Figure 22: Listerine whitening strips, 2007
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- Figure 23: Crest Scope extra white, 2007
- Fear
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- Figure 24: Doctor's night guard, 2007
- Technology
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- Figure 26: Oral-B Triumph, 2007
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- Figure 27: Crest SpinBrush Pro Clean, 2007
- Celebrities
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- Figure 28: Colgate and Brooke Shileds, 2007
Fast Forward Trends
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- Learning Through Play
- What's it about?
- What we've seen
- Specifics
- Implications
- Sense of the Intense
- What's it about?
- What we've seen
- The mouth as pleasure center
- Why not oral care?
- But why can’t oral care play more directly on sensuality and pleasure? After all, if we weren’t attracted to other people, oral care sales would plummet.
Adult Toothpaste Usage and Rationales
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- Key points
- Almost everyone uses toothpaste
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- Figure 29: Usage of toothpaste, January 2007-November 2007
- Paste is popular
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- Figure 30: Type of toothpaste used, by age, January 2007-November 2007
- Reasons for purchasing toothpaste
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- Figure 31: Reasons for purchasing toothpaste, April 2008
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- Figure 32: Reasons for purchasing toothpaste, by gender, April 2008
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- Figure 33: Reasons for purchasing toothpaste, by income, April 2008
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- Figure 34: Reasons for purchasing toothpaste, by age, April 2008
Usage of Toothbrushes
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- Key points
- Over eight in ten use a manual toothbrush…
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- Figure 35: Use of manual toothbrushes, January 2007-November 2007
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- Figure 36: Type of bristle used, by gender, January 2007-November 2007
- …and a third use power toothbrushes
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- Figure 37: Use of power toothbrush, January 2007-November 2007
Usage and Reasons for Using Mouthwash
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- Key points
- A segment with room for growth
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- Figure 38: Use of mouthwash/dental rinse, May 2006-June 2007
- Reasons for purchasing mouthwash
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- Figure 39: Reasons for purchasing mouthwash, April 2008
Whitening Product Usage and Attitudes
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- Key points
- Purchase of whitening products
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- Figure 40: Use of whitener, by gender, April 2008
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- Figure 41: Use of tooth whiteners, by gender, April 2008
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- Figure 42: Type of tooth whitener used, by age, April 2008
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- Figure 43: Ways used for whitening teeth, by household income, April 2008
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- Figure 44: Ways used for whitening teeth, by age, April 2008
Oral Care Purchasing Insights, Concern and Perceptions
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- Key points
- Women are more open-minded towards new products
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- Figure 45: Oral care purchasing insights – concern and perceptions, by gender, April 2008
- Women are more concerned about oral health and appearance
- Oral care concerns
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- Figure 46: Concerns about oral care, by gender, April 2008
- Attitudes towards oral care issues
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- Figure 47: Attitudes towards oral care issues, by gender, April 2008
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- Figure 48: Attitudes towards oral care issues, by age, April 2008
Teen Toothbrush, Toothpaste and Mouthwash Usage
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- Key points
- Usage and attitudes of toothpaste
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- Figure 49: Type of toothpaste used by teens, January 2007-November 2007
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- Figure 50: Type of toothpaste used by teens, by gender, January 2007-November 2007
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- Figure 51: Brand of toothpaste used by teens, January 2007-November 2007
- Usage of and attitudes toward manual toothbrushes
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- Figure 52: Teen use of manual toothbrushes, January 2007-November 2007
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- Figure 53: Type of bristle used by teens, by gender, January 2007-November 2007
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- Figure 54: Brand of manual toothbrush used by teens, January 2007-November 2007
- Usage of and attitudes toward power toothbrushes
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- Figure 55: Teen use of power toothbrushes, January 2007-November 2007
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- Figure 56: Brand of power toothbrush used by teens, January 2007-November 2007
- Usage of and attitudes toward mouthwash/dental rinse
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- Figure 57: Teen use of mouthwash/dental rinse, January 2007-November 2007
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- Figure 58: Teen mouthwash usage, by brand, January 2007-November 2007
- Teeth whitener penetration is low with teens
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- Figure 59: Teen use of tooth whiteners, January 2007-November 2007
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- Figure 60: Teen use of tooth whiteners, by race/ethnicity, January 2007-November 2007
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- Figure 61: Type of tooth whitener used by teens, by gender, January 2007-November 2007
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- Figure 62: Brand of tooth whitener used by teens, January 2007-November 2007
Attitudes and Concerns Towards Children’s Oral Care
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- Figure 63: Attitudes towards oral care issues, April 2008
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Brand Usage
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- Key points
- Toothpaste: Colgate and Crest the two most popular brands
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- Figure 64: Brand of toothpastes used, by age, January 2007-November 2007
- Toothbrushes: most popular brands
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- Figure 65: Manual toothbrush used, by brand, May 2006-June 2007
- Mouthwash: Listerine is the most popular brand
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- Figure 66: Brands of mouthwash/dental rinse used, May 2006-June 2007
- Tooth whiteners: most popular brands
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- Figure 67: Brand of tooth whitener used, May 2006-June 2007
Race and Ethnicity
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- Key points
- Usage of toothpaste by race and Hispanic origin
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- Figure 68: Usage of toothpaste, by race and Hispanic origin, January 2007-November 2007
- Type of toothpaste used
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- Figure 69: Type of toothpaste used, by race and Hispanic origin, January 2007-November 2007
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- Figure 70: Type of toothpaste used, by race and Hispanic origin, January 2007-November 2007
- Brand of toothpaste used
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- Figure 71: Brand of toothpaste used, by race and Hispanic origin, January 2007-November 2007
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- Figure 72: Brand of manual toothbrush used, by race and Hispanic origin, January 2007-November 2007
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- Figure 73: Attitudes towards oral care issues, by race and Hispanic origin, April 2008
- Use of mouthwash by ethnicity
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- Figure 74: Use of mouthwash/dental rinse, by race and Hispanic origin, May 2006-June 2007
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- Figure 75: Brands of mouthwash/dental rinse used, by race and Hispanic origin, May 2006-June 2007
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- Figure 76: Brand of tooth whitener used, by race and Hispanic origin, May 2006-June 2007
Cluster Analysis
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- I like my teeth yellow, my smile takes toothpaste, and new product seekers
- I like my teeth yellow
- My smile takes toothpaste
- New product seekers
- Cluster characteristics
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- Figure 77: Oral care clusters, April 2008
- Figure 78: Reasons for purchasing toothpaste, by clusters, April 2008
- Figure 79: Reasons for purchasing Mouthwash, by clusters, April 2008
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- Figure 80: Oral care purchasing insights – concern and perceptions, by clusters, April 2008
- Figure 81: Attitudes towards oral care issues, by clusters, April 2008
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- Figure 82: Use of whitener, by clusters, April 2008
- Figure 83: Attitudes towards oral care issues, by clusters, April 2008
- Cluster demographics
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- Figure 84: Oral care clusters, by gender, April 2008
- Figure 85: Oral care clusters, by age, April 2008
- Figure 86: Oral care clusters, by household income, April 2008
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- Figure 87: Oral care clusters, by race, April 2008
- Figure 88: Oral care clusters, by Hispanic origin, April 2008
- Methodology
Custom Consumer Groups
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- Affluent blacks prefer gel
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- Figure 89: Type of toothpaste used, by race and income, January 2007-November 2007
- Young females use whitening toothpaste
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- Figure 90: Type of toothpaste used, by race/ethnicity and age, January 2007-November 2007
- Race matters for tartar control, whitening, and baking soda
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- Figure 91: Usage of toothpaste, by race/ethnicity and age, January 2007-November 2007
- Brand of toothpaste used
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- Figure 92: Brand of toothpaste used, by race/ethnicity and age, January 2007-November 2007
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- Figure 93: Brand of toothpaste used, by race/ethnicity and age, January 2007-November 2007
- Older Asians use power toothbrushes
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- Figure 94: Usage of a power toothbrush, by race/ethnicity and age, January 2007-November 2007
IRI/Builders Panel Data
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- Consumer insights – toothpaste and mouthwash
- Toothpaste
- Toothpaste: brand leaders by penetration
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- Figure 95: Top 10 toothpaste brands, by household penetration for the 52 weeks ending June 24, 2007
- Mouthwash
- Mouthwash: brand leaders by penetration
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- Figure 96: Top 10 mouthwash and dental rinse brands, by household penetration for the 52 weeks ending June 24, 2007
Appendix: IRI/Builders Panel Data Definitions
Appendix: Simmons Cohort Analysis
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- Usage of toothpaste by cohorts
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- Figure 97: Usage of toothpaste, by cohort group, January 2007-November 2007
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- Figure 98: Use of toothpaste, by cohort group, January 2007-November 2007
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- Figure 99: Use of toothpaste, by cohort group, January 2007-November 2007
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- Figure 100: Use of toothpaste, by cohort group, January 2007-November 2007
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- Figure 101: Use of toothpaste, by cohort group, January 2007-November 2007
- Use of power toothbrushes
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- Figure 102: Use of power toothbrushes, by cohort, January 2007-November 2007
Appendix: Segment Performance
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- Dental floss
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- Figure 103: U.S. FDMx sales of dental floss, 2002-07
- Oral pain relief
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- Figure 104: U.S. FDMx sales of oral pain relief, 2002-07
- Denture products
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- Figure 105: U.S. FDMx sales of denture products, 2002-07
- Power toothbrushes
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- Figure 106: U.S. FDMx sales of power toothbrushes, 2002-07
- Breath freshener sprays/drops
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- Figure 107: U.S. FDMx sales of breath freshener sprays/drops, 2002-07
- Portable oral care
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- Figure 108: U.S. FDMx sales of portable oral care, 2002-07
Appendix: Trade Associations
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