Table of Contents
Issues in the Market
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- Key themes
- Definitions
Future Opportunities
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- Teaching new habits
- Baby boomers can afford to ‘live for now’ but this is not a trend for the younger generation
- Insights
- Age Concern
- Trends in responding to an ageing consumer
- Insights
Market in Brief
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- No real regime usage
- Prevention, not cure
- Gaps in the market
- Toothbrush usage
- Consumer choices
- Future
Internal Market Environment
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- Key points
- Visits to the dentist
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- Figure 1: Number of patients (England) seen in previous 24 months, 2006/07 and 2007/08
- Bad habits and stained teeth
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- Figure 2: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2006-08
- Gum
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- Figure 3: Trends in consumption of chewing gum, 2006-08
- Rising interest in smile beauty
- Trends in dental treatments
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- Figure 4: Topline summary of cosmetic dental surgery had, February 2007
- Denture wearers
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- Figure 5: Trends in adults who wear dentures, 2006-08
- Piercings
Broader Market Environment
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- Key points
- Demographic changes
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- Figure 6: Structure of the UK population, by age and gender, 2003-13
- Regional influences
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- Figure 7: Courses of treatments in England, by region, 2006-08
- NHS dental care provision
- Regulations/Safety
Competitive Context
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- Key points
- Changing diet
- Chewing gum
- Electric and sonic toothbrushes
- Smile beauty on the high street
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Manufacturers and brands
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- Figure 8: Leading innovators of oral hygiene, January-September 2008
- Product launches by category
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- Figure 9: Innovation in oral hygiene, by sub-category, January 2004-September 2008
- Positioning of oral hygiene launches
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- Figure 10: New launches, by product positioning, top three, 2006-08
- Themes
- Innovation in toothpastes
- Natural
- Oral health
- Interdental
- Brush sanitisers
Market Size and Forecast
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- Key points
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- Figure 11: UK value sales of oral hygiene, 2003-13
- Promoting regime usage
- Trading up to premium-priced products
- Targeting dental problems with specialist products
- The future of the market
Segment Performance
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- Key points
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- Figure 12: UK retail value sales of oral hygiene, by category, 2008
- Toothpaste
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- Figure 13: UK retail value sales of toothpaste, by type, 2006-08
- Super-segmentation drives growth
- Dental health and hygiene
- Children
- Toothbrushes
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- Figure 14: UK retail value sales of toothbrushes, by type, 2003-08
- Brush replacement to drive growth
- Rechargeable toothbrushes
- Dental ancillaries
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- Figure 15: UK retail value sales of dental ancillaries, 2006-08
- Multifunctional mouthwashes
- Encouraging better oral hygiene habits
- Teeth-whitening kits
- Denture products
- The future of the market
- Healthy but slower growth
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- Figure 16: Forecast of UK value sales of oral hygiene by sector, at current prices, 2003-13
- Extras to lead growth
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- Figure 17: Forecast of UK value sales of oral hygiene by sector, at 2008 prices, 2003-13
Market Share
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- Key points
- Market share
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- Figure 18: Market share of oral hygiene market, 2008
- Toothpaste
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- Figure 19: Manufacturers’ shares in toothpastes, 2006-08
- Manual toothbrushes
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- Figure 20: Value shares of manual toothbrushes, 2006-08
- Power toothbrushes
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- Figure 21: Value shares of power toothbrushes and toothbrush heads, 2006-08
- Mouthwash
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- Figure 22: Value shares of mouthwash, 2006-08
- Dental ancillaries
- Denture products
Companies and Products
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- Figure 23: Brand map
- Colgate-Palmolive
- GlaxoSmithKline
- Procter & Gamble/Oral-B/Braun
- Johnson & Johnson
- Philips
- Wisdom
- Other oral care companies
- Whitening brands
- Natural brands
- Own-label
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Brand Elements
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- Brand map
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- Figure 24: Attitudes and usage of oral hygiene brands, January 2009
- Colgate
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Colgate brand, January 2009
- Crest
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Crest brand, January 2009
- Sensodyne
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Sensodyne brand, January 2009
- Listerine
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Listerine brand, January 2009
- Brand qualities of oral hygiene brands
- Colgate sweeps the board, but Aquafresh as good for families
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- Figure 29: Personalities of various oral hygiene brands, January 2009
- Experience of oral hygiene brands
- Colgate most popular, Pearl Drops lacks experience
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- Figure 30: Consumer usage of various oral hygiene brands, January 2009
- Brand intentions for oral hygiene brands
- Colgate has best retention, but consideration of others is high
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- Figure 31: Consideration of various oral hygiene brands, January 2009
- Brand momentum for oral hygiene brands
- Colgate moving furthest forward
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- Figure 32: Momentum of various oral hygiene brands, January 2009
- Brand satisfaction for oral hygiene brands
- Colgate most excellent
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- Figure 33: Satisfaction with various oral hygiene brands, January 2009
- Brand commitment to oral hygiene brands
- Colgate has highest commitment, but Pearl Drops disappointing
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- Figure 34: Commitment to various oral hygiene brands, January 2009
- Round up
Brand Communication and Promotion
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- Key points
- Cutting back on adspend
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- Figure 35: Main monitored media advertising spend on oral hygiene, 2004-08
- Switch to low-penetration categories
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- Figure 36: Change in main monitored media advertising spend on oral hygiene, by sub-category, 2004-07
- Adspend by advertiser
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- Figure 37: Main monitored media advertising spend on oral hygiene, by advertiser, 2004-08
- Marketing themes
- Special offers
- Targeting children
- Hollywood smile/beauty/whitening
- Gum health and hygiene
Channels to Market
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- Key points
- Distribution
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- Figure 38: Retail distribution of oral hygiene, 2006-08
- Importance of merchandising
- Online grows in importance
Consumer Usage and Frequency
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- Key points
- Greatest growth for gargles and mouthwashes
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- Figure 39: Trends of oral hygiene use, 2006-08
- Power brush users not ready to let go of manual brushes just yet
- Toothpastes
- Mouthwashes
- Oral hygiene usage amongst teens and tweens
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- Figure 40: Trends for oral hygiene amongst 11-14s, 2006-08
- Little difference between oral hygiene habits of children and adults
- Pester power fosters healthier approach to toothbrush replacement
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- Figure 41: Brand deciders for oral hygiene products amongst 7-19-year-olds, 2006-08
Consumer Oral Health Concerns
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- Key points
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- Figure 42: Oral health concerns, November 2008
- Cosmetic concerns
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- Figure 43: Oral health concerns, by those who are concerned by stained/yellowing teeth, November 2008
- Sensitive generation
- The fear of fillings
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- Figure 44: Visits to the dentist or hygienist, by those who are concerned by cavities/caries and by those who have at least one filling, November 2008
- Breathing new life into the oral hygiene market
- Oral health problems come with age
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- Figure 45: Difference in selected oral health concerns, by age, November 2008
- Men are less concerned about their teeth
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- Figure 46: Difference in selected oral health concerns, by gender, November 2008
- Repertoire – number of oral health concerns
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- Figure 47: Number of oral health concerns, November 2008
Consumer Influence on Choice of Dental Products
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- Key points
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- Figure 48: Influences on choice of dental products, November 2008
- As recommended by your dentist
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- Figure 49: Influences on choice of dental products, November 2008
- Women with children look for bargains
- Under-25s attracted by new brand advertising
- Number of influences on choice of dental products
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- Figure 50: Number of influences when choosing dental products, November 2008
Consumer Attitudes Towards Oral Health
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- Key points
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- Figure 51: Influences on choice of dental products, November 2008
- Oral hygiene habits could be better
- Dental problems come with age
- Laissez-faire attitude amongst younger people
- Women care more than men over their teeth
- Further analysis
- Oral hygiene target groups
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- Figure 52: Oral hygiene target groups, November 2008
- Profiles
- Fresh Breath Concerned
- Expert Care
- Neglecters and Minimal Care
- Conscientious Cleaners
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- Figure 53: Oral hygiene target groups, by influences on choice of dental products, November 2008
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- Figure 54: Oral hygiene target groups, by number of concerns about oral hygiene, November 2008
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- Figure 55: Oral hygiene target groups, by concerns about oral hygiene, November 2008
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- Figure 56: Oral hygiene target groups, by influences when choosing dental products, November 2008
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- Figure 57: Cross-tabulation of oral hygiene target groups, November 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 58: Adults who wear dentures, by demographic sub-group, 2008
- Figure 59: Denture wearers, by age and gender, 2007
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- Figure 60: Frequency of sweets consumption, 2005-07
- Figure 61: Trends for frequency of cigarette consumption, 2006-08
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- Figure 62: Trends for frequency of chewing gum consumption, 2006-08
- Figure 63: Trends for frequency of mint consumption, 2006-08
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Appendix – Broader Market Environment
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- Figure 64: Monitored main media spend on oral hygiene in England, by region, 2004-08
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Appendix – Consumer Usage and Frequency
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- Toothbrushes
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- Figure 65: Frequency of toothbrush usage, by demographic sub-group, 2008
- Toothpaste
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- Figure 66: Frequency of use of toothpaste, by demographic sub-group, 2008
- Mouthwashes and gargles
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- Figure 67: Frequency of use of mouthwash and gargles, by demographic sub-group, 2008
Appendix – Consumer Oral Health Concerns
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- Figure 68: Oral health concerns, by demographic sub-group, November 2008
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- Figure 69: Oral health concerns, by demographic sub-group, November 2008
- Further analysis
- Repertoire – number of oral health concerns
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- Figure 70: Number of oral health concerns, by type of concerns, November 2008
- Figure 71: Number of oral health concerns, by demographic sub-group, November 2008
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Appendix – Influence on Choice of Dental Products
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- Figure 72: Influence on choice of dental products, by demographic sub-group, November 2008
- Further analysis
- Influences on choosing dental products
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- Figure 73: Number of influences when choosing dental products, by type of influence, November 2008
- Figure 74: Number of influences when choosing dental products, by demographic sub-group, November 2008
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Appendix – Attitudes Towards Oral Health
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- Figure 75: Attitudes towards oral health, by demographic sub-group, November 2008
- Figure 76: Attitudes towards oral health, by demographic sub-group, November 2008
- Further analysis
- Consumer typologies by demographics
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- Figure 77: Oral hygiene target groups, by demographic sub-group, November 2008
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