Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Category snapshot: little growth, little innovation, and lots of private label
- Segment snapshots
- Private label takes a bite out of category sales
- The natural sector
- Insights and opportunities
- General attitudes towards oral care products
- The role of race
Insights and Opportunities
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- The key customer: under 45, and usually with kids
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- Figure 1: Interest in specially designed oral care products, by age, March 2009
- Hispanics want specially designed products
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- Figure 2: Interest in specially designed oral care products, by race/Hispanic origin, March 2009
- Professional-quality products are hot, room for additional expansion
- Organic/natural products
- Exotic toothpastes, mouthwashes, and dental floss
- Ultra-premium dental floss
- Solutions to the threat of brand dilution
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- Figure 3: Attitudes towards oral care quality, by age, March 2009
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- Figure 4: Growth in sales of private label oral hygiene at FDMx, 2006-08
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- Figure 5: Generating oral care product trial, by age, March 2009
Inspire Insights
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- Trend: Death of the Middle Ground
- What it’s about
- Trade me up, trade me down
- Implications
- Trend: Customization
- What it’s about
- Anyway I want it
- Implications
Market Size and Forecast
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- Key points
- Flat growth in the face of the recession…
- …with little change in the coming years
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- Figure 6: U.S. FDMx sales and forecast of oral hygiene products, at current prices, 2003-13
- Figure 7: U.S. FDMx sales and forecast of oral hygiene products, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- Gum, mints, and other breath fresheners
- Inter-category competition
- Access to dental care
Segment Performance—The Oral Hygiene Market
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- Key points
- Mouthwash is in; whitening products are out
- Oral hygiene sales by segment
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- Figure 8: U.S. FDMx sales and forecast of oral hygiene products, at current prices, by segment, 2003-13
- Figure 9: FDMx sales of oral hygiene products, by segment, 2008 and 2009
Segment Performance—Toothpaste
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- Key points
- Private label squeezing the big brands
- Innovation and education is needed
- Toothpaste sales and forecast
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- Figure 10: FDMx sales and forecast of toothpaste, 2003-13
Segment Performance—Mouthwash/Rinse
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- Key points
- Bright smiles in the mouthwash/rinse category
- A bubbly future—mouthwash sales and forecast
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- Figure 11: FDMx sales and forecast of mouthwash/rinse, 2003-13
Segment Performance—Toothbrushes
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- Key points
- Falling prices and private label stunt growth
- Take a page from toothpaste
- Toothbrush sales and forecast
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- Figure 12: FDMx sales and forecast of toothbrushes, 2003-13
Segment Performance—Floss/Accessories/Tools
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- Key points
- Postponing dental visits, innovation, and premium products drive sales
- Benefiting from the recession, and perhaps after—floss/accessory sales and forecast
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- Figure 13: FDMx sales and forecast of floss/accessories/tools, 2003-13
Segment Performance—Bleaching/Whitening Products
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- Key points
- A segment that’s lost its shine
- Reinventing the bleaching segment—sales and forecast
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- Figure 14: FDMx sales and forecast of bleaching/whitening products, 2003-13
Retail Channels
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- Key points
- Drug stores/mass merchants cash in on private label, appeal to premium shopper
- Retail channel sales of oral care products
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- Figure 15: FDMx sales of oral hygiene products, by retail channel, 2007 and 2008
Retail Channels—Supermarkets/Food Stores
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- Key points
- Supermarkets challenged from all sides
- Selection and private label are the antidote
- Oral care sales at supermarkets/food stores
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- Figure 16: U.S. sales of oral hygiene products at supermarkets/food stores, 2003-08
Understanding the Natural Channel
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- Sales of natural products—FDMx vs. Natural
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- Figure 17: Sales of select natural oral hygiene products at natural grocery stores and FDMx, 2006 and 2008
- Tom’s dominates at FDMx…
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- Figure 18: U.S. sales of top natural brands in oral hygiene in FDMx, 2007 and 2008
- …and natural channels alike
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- Figure 19: U.S. brand sales of oral hygiene at natural grocery stores, 2006 and 2008
- Understanding the appeal—a look at Tom’s of Maine consumers
Market Drivers
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- Key points
- Trading up and down during the recession
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- Figure 20: Oral care cost-cutting measures, by age, March 2009
- Growth will come from Hispanics
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- Figure 21: U.S. Hispanic population, by age, 2004-14
- A decline in households with children will hurt the category
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- Figure 22: U.S. households, by presence of children, 1998-2008
- A dearth of innovation portends trouble for big brands
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- Figure 23: New oral care product launches, 2003-08
- Figure 24: New oral care product introductions, by company, 2003-08
Leading Companies
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- Key points
- Brand leaders tread water
- Private label grows at the expense of brand leaders
- Manufacturer sales of oral hygiene products
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- Figure 25: Manufacturer FDMx sales of oral hygiene products in the U.S., 2008 and 2009
Brand Share—Toothpaste
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- Key points
- Multiple product claims are in
- Niche claims thrive
- Toothpaste brand share
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- Figure 26: FDMx sales and brand share for toothpaste, 2008 and 2009
Brand Share—Mouthwash/Rinse
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- Key points
- Listerine leads
- Special formulations are popular
- Mouthwash brand share
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- Figure 27: FDMx sales and brand share of mouthwash/rinse, 2008 and 2009
Brand Share—Toothbrushes
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- Key points
- P&G’s Oral-B keeps the company on top
- High-end features attract interest
- Toothpaste brand share
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- Figure 28: FDMx sales and brand share of toothbrushes, 2008 and 2009
Brand Share—Floss/Accessories/Tools
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- Key points
- Better oral care boosts premium products
- Floss/accessories/tools brand share
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- Figure 29: FDMx sales and brand share of floss/accessories/tools, 2008 and 2009
Brand Share—Bleaching/Whitening Products
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- Key points
- A shrinking segment
- Bleaching/whitening brand share
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- Figure 30: FDMx sales and brand share of bleaching/whitening products, 2008 and 2009
Brand Qualities
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- Living life large with Listerine
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- Figure 31: Usage of Listerine mouthwash brands, topline, October 2007-December 2008
- Colgate cares
- Crest and Oral-B get hip
Innovation and Innovators
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- Innovative toothbrushes from Colgate
- Innovation from P&G
- Crest
- Oral-B
- Church & Dwight launches new toothbrushes and toothpaste
- Other innovations and innovators
Advertising and Promotion
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- Adspend by top oral care companies and shift towards new strategies
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- Figure 32: Top oral care advertisers, 2006 and 2007
- Colgate turns to the internet and mobile phones to build brand awareness and consumer loyalty
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- Figure 33: Colgate Total Advanced Whitening television ad, 2008
- P&G employs traditional and non-traditional methods alike
- Crest
- Oral-B
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- Figure 34: Oral-B Tooth and Gum Care television ad, 2008
- A look at Listerine
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- Figure 35: Listerine Total Care television ad, 2009
- Other commercials
- Rembrandt 2 Hour White Kit
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- Figure 36: Rembrandt 2 Hour White Kit television ad, 2009
- Sonicare
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- Figure 37: Philips/Sonicare television ad, 2008
- Aquafresh Advanced
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- Figure 38: Aquafresh Advanced television ad, 2009
Who’s Using What?
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- Key points
- Females make the purchase decision
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- Figure 39: Purchase of oral care products, by gender, March 2009
- Females and younger respondents use more products
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- Figure 40: Types of oral care products used, by gender, March 2009
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- Figure 41: Types of oral care products used, by age, March 2009
- More people translates into usage of diverse products
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- Figure 42: Types of oral products used, by number of people in household, March 2009
Toothbrush Usage and Brands
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- Key points
- More than eight in 10 use manual toothbrushes, one third use power
- Popular manual toothbrushes
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- Figure 44: Brands of manual toothbrushes used, October 2007-December 2008
- A three-way tie for power toothbrushes
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- Figure 45: Brands of power toothbrushes used, October 2007-December 2008
- Income affects brand choice of power toothbrush
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- Figure 46: Brands of power toothbrushes used, by HH income, October 2007-December 2008
Toothpaste: Capitalizing on Consumer Interest in Brands, Flavors and Forms
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- Key points
- Paste is popular
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- Figure 47: Forms of toothpaste used, October 2007-December 2008
- Colgate, Crest, and then everything else
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- Figure 48: Brands of toothpaste used, October 2007-December 2008
- Whitening toothpaste is for under-45s
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- Figure 49: Types of toothpaste used, by age, October 2007-December 2008
- Claims drive toothpaste purchase among 18-44 year olds
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- Figure 50: Factors influencing toothpaste purchase, by age, March 2009
- Under-45s like to experiment with flavor
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- Figure 51: Attitudes toward toothpaste types/flavors, by age, March 2009
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- Figure 52: Interest in toothpaste flavors, by age, March 2009
Motivating Mouthwash Purchase and Usage
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- Key points
- Germs, bad breath, and gum disease drive purchase habits
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- Figure 53: Factors influencing mouthwash purchase, by age, March 2009
- The presence of children makes a difference
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- Figure 54: Factors influencing mouthwash purchase, by presence of children in HH, March 2009
- Listerine is king
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- Figure 55: Brands of mouthwash used, October 2007-December 2008
- 18-44s want to try new types/flavors
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- Figure 56: Attitudes toward mouthwash types/flavors, by age, March 2009
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- Figure 57: Interest in mouthwash flavors, by age, March 2009
Dental Floss Usage and Flavor Interest
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- Key points
- Females like floss
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- Figure 58: Types of dental floss used, by gender, March 2009
- Affluent respondents more likely to use floss
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- Figure 59: Types of dental floss used, by HH income, March 2009
- 18-44 and buying a variety of flavors
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- Figure 60: Attitudes toward dental floss types/flavors, by age, March 2009
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- Figure 61: Interest in dental floss flavors, by age, March 2009
Ways We Whiten
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- Key points
- Females more likely to whiten, Crest takes the cake
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- Figure 62: Use of teeth whiteners and brands used, by gender, October 2007-December 2008
- Teeth whitening popular among youngest respondents
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- Figure 63: Types of whitening products used, by age, March 2009
Interest in Demographic-Specific Oral Care Products
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- Key points
- Respondents aged 18-44 want products based on age and gender
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- Figure 64: Interest in specially designed oral care products, by age, March 2009
- Respondents with larger households want more products
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- Figure 65: Interest in specially designed oral care products, by number of people in HH, March 2009
Race and Hispanic Origin
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- Key points
- Black and Hispanic respondents show high interest in whitening
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- Figure 66: Types of toothpaste used, by race/Hispanic origin, March 2009
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- Figure 67: Types of whitening products used, by race/Hispanic origin, March 2009
- Hispanic respondents want specially designed products
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- Figure 68: Interest in specially designed oral care products, by race/Hispanic origin, March 2009
Cluster Analysis
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- Simple Scrubbers
- Who they are
- Opportunity
- Experimenters
- Who they are
- Opportunity
- Healthy and Brights
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 69: Oral hygiene clusters, March 2009
- Figure 70: Types of oral care products used, by oral hygiene clusters, March 2009
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- Figure 71: Types of whitening products used, by oral hygiene clusters, March 2009
- Figure 72: Oral care cost-cutting measures, by oral hygiene clusters, March 2009
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- Figure 73: Attitudes towards oral care, by oral hygiene clusters, March 2009
- Figure 74: Interest in specially designed oral care products, by oral hygiene clusters, March 2009
- Cluster demographics
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- Figure 75: Oral hygiene clusters, by gender, March 2009
- Figure 76: Oral hygiene clusters, by age, March 2009
- Figure 77: Oral hygiene clusters, by HH income, March 2009
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- Figure 78: Oral hygiene clusters, by race/Hispanic origin, March 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Age and gender matter
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- Figure 79: Types of oral care products used, by gender and age, March 2009
- Younger respondents interested in flavored toothpastes
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- Figure 80: Interest in toothpaste flavors, by gender and age, March 2009
- The presence of children increases usage of products
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- Figure 81: Types of oral care products used, by gender and presence of children in HH, March 2009
- With kids and whitening
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- Figure 82: Teeth-whitening products/methods used, by gender and presence of children in HH, March 2009
IRI/Builders Panel—Key Household Purchase Measures
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- Consumer insights overview
- Toothpaste
- Mouthwash
- Toothbrush/dental accessories
- Overview
- Manual toothbrushes
- Dental floss
- Toothpaste
- Brand map
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- Figure 83: Brand map, selected brands of toothpaste, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of toothpaste, by household penetration, 2008
- Mouthwash
- Brand map
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- Figure 85: Brand map, selected brands of mouthwash, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of mouthwash, by household penetration, 2008
- Manual toothbrushes
- Brand map
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- Figure 87: Brand map, selected brands of manual toothbrushes, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 2008
- Dental floss
- Brand map
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- Figure 89: Brand map, selected brands of dental floss, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 90: Key purchase measures for the top brands of dental floss, by household penetration, 2008
Appendix: Other Useful Consumer Tables
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- Different brands of power toothbrushes for different ethnicities
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- Figure 91: Brands of power toothbrushes used, by race/Hispanic origin, October 2007-December 2008
- Females prefer strips
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- Figure 92: Type of teeth whiteners used, by gender, October 2007-December 2008
- 75+ and not flossing
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- Figure 93: Types of dental floss used, by age, March 2009
- More people in the house and always buying the same brand of floss
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- Figure 94: Brand selection of dental floss, by number of people in HH, March 2009
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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