The oral hygiene market comprises toothpaste, denture products, mouthwash/breath fresheners and ancillary items, such as dental floss and disclosing tablets. While toothpaste dominates the market, it has also hampered the growth of the industry, having long since reached saturation point and recording sales that are dependent on which specific brand is being offered at a discount price. This is not to suggest that the manufacturers of this product are not looking at different initiatives designed to re-invigorate the market, and their various efforts are considered in this report.

The extent to which the public has taken on-board the advertisers’ and indeed dentists’ messages regarding the worth of other products is also focused on in this, Mintel’s latest analysis of the market. Exclusive consumer research investigates ownership of and attitudes toward oral hygiene products, helping you identify key target groups to focus your marketing activity towards and to maximise sales opportunities with.

Analysing the market’s size, trends and structure, our authoritative market analysis provides insight into all the key industry issues, including:

The full effects of toothpaste saturation on the market

The increasing importance of the cosmetic appeal

The effect of growing demand on the dental profession

Consumer ambivalence towards toothpaste brands

Key influences on consumer purchasing decisions

Media and advertising trends

Changes in distribution trends.