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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- Sales return to pre-recession levels
- Floss/Accessories/Tools likely to play a key role in driving 2011 growth
- Whitening and enamel protection are attributes driving growth
- Macroeconomic conditions remain weak
- P&G, Colgate-Palmolive, and Johnson & Johnson remain dominant
- Differentiation key as many cannot clearly distinguish between brands
- Consider focusing messaging and product development on key attributes
- Media can be persuasive but most influenced by friends and coupons
Insights and Opportunities
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- Consider designing more for kids and teens
- Crest targets tweens with Oral-B Pro-Health For Me Regimen
- Natural could drive future growth
- GlaxoSmithKline educates with Wealth of Oral Health website
- Orabrush Tongue Cleaner highlights power of social media
Inspire Insights
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- Trend: Guiding Choice
- P&G’s shift toward product regimens sets a new standard for oral care innovation
Market Size and Forecast
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- Key points
- Sales return to pre-recession levels in 2010
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- Figure 1: FDMx sales and forecast of oral care products, at current prices, 2005-15
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- Figure 2: FDMx sales and forecast of oral care products, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of oral care, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Population growth will help to drive overall sales growth
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- Figure 4: Population, by age, 2006-16
- Increase in households with children could drive growth
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- Figure 5: Households, by presence of children, 2000-10
- Increased emphasis on whitening, connection to overall health driving sales
- Whitening
- Overall health
- High unemployment, low consumer confidence continue to drive widespread frugality
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- Figure 6: Unemployment, Jan 2007-May 2011
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- Figure 7: Consumer confidence index, March 2007-March 2011
Competitive Context
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- Probiotic mints could represent competitive threat to some oral care categories
- Private label continues to challenge national brands
Segment Performance
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- Whitening and floss/accessories/tools promise growth
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- Figure 8: FDMx sales of oral care products, segmented by type, 2008 and 2010
Segment Performance—Toothpaste
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- Key points
- Innovation drives 2010 toothpaste sales above 2007 levels
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- Figure 9: FDMx sales and forecast of toothpaste, at current prices, 2005-15
Segment Performance—Mouthwash/Rinse
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- Key points
- Growth flat in 2010 but multibenefit formations drive gains at some firms
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- Figure 10: FDMx sales and forecast of mouthwash/rinse, at current prices, 2005-15
Segment Performance—Toothbrushes
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- Key points
- Sales down again in 2010, but some posted gains with innovative designs
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- Figure 11: FDMx sales and forecast of toothbrushes, at current prices, 2005-15
Segment Performance—Floss/Accessories/Tools
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- Key points
- Floss/accessories/tools continued to grow through the recession
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- Figure 12: FDMx sales and forecast of floss/accessories/tools, at current prices, 2005-15
Segment Performance—Bleaching/Whitening Products
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- Key points
- Bleach sales up in 2010, but it faces competition from other categories
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- Figure 13: FDMx sales and forecast of bleaching/whitening products, at current prices, 2005-15
Retail Channels
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- Key points
- Gains in the drug channel, lower FDMW Walmart share
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- Figure 14: FDMx sales of oral care products, by retail channel, 2008 and 2010
Retail Channels—Food Stores
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- Food store sales of oral care products still below 2007 levels
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- Figure 15: U.S. Food store sales of oral care products, at current prices, 2005-10
Retail Channels—Other FDMx
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- Drug channel realizes growth with private label
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- Figure 16: U.S. Other FDMx channel sales of oral care products, at current prices, 2005-10
The Natural Channel Marketplace
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- Key points
- Insights
- Sales of oral care products in the natural channel
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- Figure 17: Natural supermarket sales of oral care, at current prices, rolling 52 weeks ending 2009-11
- Figure 18: Natural supermarket sales of oral care, at inflation-adjusted prices, rolling 52 weeks ending 2009-11
- Natural channel sales by segment
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- Figure 19: Natural supermarket sales of oral care, by segment, rolling 52 weeks ending 2009 and 2011
Leading Companies
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- Key points
- P&G maintains dominance with 3D White and other innovations
- Colgate-Palmolive (Colgate)
- Johnson & Johnson (Listerine)
- GlaxoSmithKline (Sensodyne, Aquafresh)
- Church & Dwight Co. Inc. (Arm & Hammer, Orajel)
- Manufacturer sales of oral care products
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- Figure 20: Manufacturer FDMx sales of oral care products, rolling 52 weeks ending 2010-11
Brand Share—Toothpaste
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- Key points
- Crest finds growth with Pro-Health and 3D White lines
- Colgate Total Plus Whitening continues to win with multiple benefits
- GlaxoSmithKline makes inroads with Sensodyne ProNamel
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- Figure 21: Selected FDMx brand sales and market share of toothpaste, rolling 52 weeks ending 2010-11
Brand Share— Mouthwash/Dental Rinse
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- Key points
- Crest 3D White reflects strong demand for whitening benefits
- ACT Kids drives growth at Chattem Inc.
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- Figure 22: Selected FDMx brand sales and market share of mouthwash/dental rinse, rolling 52 weeks ending 2010-11
Brand Share—Toothbrushes
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- Key points
- P&G wins again with 3D and deep-cleaning brushes
- WISP sales down but ActiFlex drives some growth for Colgate
- Church & Dwight, Philips find growth with innovative powered brushes
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- Figure 23: Selected FDMx brand sales and market share of toothbrushes, rolling 52 weeks ending 2010-11
Brand Share—Floss/Accessories/Tools
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- Key points
- Sunstar Americas Inc. capitalizes on strong demand for dental ancillaries
- Crest wins with floss innovation
- Phillips posts category gains with replacement brush heads
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- Figure 24: Selected FDMx brand sales and market share of floss/accessories/tools , rolling 52 weeks ending 2010-11
Brand Share—Bleaching/Whitening Products
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- Key points
- Performance of 3D Whitestrips another clear indication of regimen success
- Private label also gained some ground during the review period
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- Figure 25: Selected FDMx brand sales and market share of tooth bleaching/whitening products, rolling 52 weeks ending 2010-11
Innovation and Innovators
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- Key points
- Number of new launches up in 2010
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- Figure 26: New oral care product launches, by category, 2006-11
- Breath freshening and whitening attributes common in new launches
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- Figure 27: Claims associated with new oral care product launches, 2006-11
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- Figure 28: New oral care private label launches as a percent of total product launches, 2006-11
- Dental ancillaries
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- Figure 29: Claims associated with new dental ancillary product launches, 2006-11
- Number of private label SKUs down in 2010, but many positioned to compete with national
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- Figure 30: New private label ancillary launches as a percent of total product launches, 2006-11
- Toothpaste
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- Figure 31: Claims associated with new toothpaste launches, 2006-11
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- Figure 32: New private label toothpaste launches as a percent of total launches, 2006-11
- Toothbrushes
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- Figure 33: Claims associated with new toothbrush launches, 2006-11
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- Figure 34: New toothbrush private label launches as a percent of total launches, 2006-11
- Mouthwash
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- Figure 35: Claims associated with new mouthwash launches, 2006-11
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- Figure 36: New mouthwash private label launches as a percent of total launches, 2006-11
Brands and Marketing Strategies
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- Overview of the brand landscape
- Crest (Procter & Gamble)
- Brand Overview
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- Figure 37: Brand analysis of Crest, 2010
- Television ads emphasize multiple benefits and sex appeal
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- Figure 38: Crest 3D White Enamel Renewal Toothpaste, 2011
- Figure 39: Crest Pro-Health Clinical Gum Protection Toothpaste, 2011
- Crest.com
- Oral-B (Procter & Gamble)
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- Figure 40: Brand analysis of brand, 2010
- Television Advertising
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- Figure 41: Oral-B Advantage Glide Floss (Oral-B), 2010
- Figure 42: Oral-B Toothbrush (Oral-B), 2011
- Oralb.com
- Oral-B teams with Brand Ambassador dentist to establish credibility
- Colgate
- Brand Overview
- Television Advertising
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- Figure 43: Colgate Total Gum Defense ad, 2011
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- Figure 44: Colgate Total Toothpaste, 2011
- Colgate.com
Oral Care Concerns
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- Key points
- A majority express concern about a variety of oral health issues
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- Figure 45: Oral care concerns, by age, February 2011
- Upper middle class often express range of concerns
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- Figure 46: Oral care concerns, by household income, February 2011
- Households with kids more likely to express a variety of oral care concerns
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- Figure 47: Oral care concerns, by age, February 2011
Purchase Habits and Preferences
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- Key points
- Women, especially mothers, a key segment for marketers
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- Figure 48: Responsibility for purchasing oral care products, by gender, February 2011
- Young adults more likely to try unfamiliar products
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- Figure 49: Product interest and trial, by age, February 2011
- Parents more likely to respond to promotional efforts
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- Figure 50: Product interest and trial, by presence and number of children in household, February 2011
Usage Summary
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- Key points
- Women’s oral care use reflects commitment to health and wellness
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- Figure 51: Types of oral care product used, by gender, February 2011
- Target young adults with whitening products
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- Figure 52: Types of oral care product used, by age, February 2011
- Affluents generally more likely to use various oral care products
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- Figure 53: Types of oral care product used, by household income, February 2011
- Approximately one third are brand loyal
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- Figure 54: Oral care brand selection, by product type, February 2011
Toothbrush Brand Preferences
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- Key points
- Consistent with brand sales, Colgate and Oral-B most commonly used
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- Figure 55: Brands of manual toothbrush used, by age, October 2009-December 2010
- Affluents more likely to use Oral-B
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- Figure 56: Brands of manual toothbrush used, by household income, October 2009-December 2010
- Oral-B and Colgate also dominate powered segment
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- Figure 57: Brands of power toothbrush used, by household income, October 2009-December 2010
Toothpaste Usage and Interest in Attributes
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- Key points
- Young adults more interested in trying new types of toothpaste
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- Figure 58: Opinions toward toothpaste, by age, February 2011
- Parents are more likely to be interested in new flavors
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- Figure 59: Opinions regarding toothpaste choices, by presence and number of children in household, February 2011
- Young are more interested in pastes and paste/gel combinations
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- Figure 60: Forms of toothpaste used, by age, October 2009-December 2010
- Young are much more interested in whitening
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- Figure 61: Types of toothpaste used, by age, October 2009-December 2010
- Cavities most important, young also want whitening and bad breath control
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- Figure 62: Attributes sought when purchasing toothpaste, by age, February 2011
- Colgate and Crest are most popular brands across age groups
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- Figure 63: Brands of toothpaste used, by age, October 2009-December 2010
Mouthwash Usage and Interest in Attributes
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- Key points
- Many are interested in new mouthwash types/flavors, especially young
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- Figure 64: Opinions toward mouthwash, by age, February 2011
- Brand loyalty is relatively high among mouthwash users
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- Figure 65: Mouthwash brand decisions, by presence and number of children in household, February 2011
- Most want mouthwashes that kill germs and eliminate bad breath
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- Figure 66: Attributes sought when purchasing mouthwash, by gender, February 2011
- Young show more interest in a number of mouthwash attributes
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- Figure 67: Attributes sought when purchasing mouthwash, by age, February 2011
- Listerine remains most popular mouthwash brand
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- Figure 68: Brands of mouthwash used, by age, October 2009-December 2010
Whitening Products
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- Key points
- Young adults are more likely to have tried to whiten teeth
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- Figure 69: Use of tooth whitening products, by age, February 2011
- More affluent are more likely to use tooth whitening products
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- Figure 70: Use of tooth whitening products, by household income, February 2011
Dental Floss Preferences and Brand Usage
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- Key points
- Brand loyalty for dental floss is relatively low
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- Figure 71: Opinions regarding dental floss choices, by age, February 2011
- Oral-B is the most-used brand of dental floss
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- Figure 72: Brands of dental floss used, by age, October 2009-December 2010
Attitudes toward Oral Care Products
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- Key points
- Most do not perceive major differences in quality between big brands
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- Figure 73: Attitudes toward oral care products, by age, February 2011
Race and Hispanic Origin
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- Key points
- Colgate is especially popular among Hispanics
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- Figure 74: Brands of toothpaste used, by race/Hispanic origin, October 2009-December 2010
- Blacks most likely to use store brand floss
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- Figure 75: Brands of dental floss used, by race/Hispanic origin, October 2009-December 2010
- Listerine most popular mouthwash brand, especially with blacks and Hispanics
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- Figure 76: Brands of mouthwash used, by race/Hispanic origin, October 2009-December 2010
Cluster Analysis
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- The Unconcerned
- Characteristics
- Somewhat concerned
- Characteristics
- Concerned Whiteners
- Characteristics
- Characteristic tables
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- Figure 77: Oral care clusters, February 2011
- Figure 78: Oral care concerns, by oral care clusters, February 2011
- Figure 79: Oral care product usage summary, by oral care clusters, February 2011
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- Figure 80: Use of whitening products, by oral care clusters, February 2011
- Figure 81: Attitudes toward oral care, by oral care clusters, February 2011
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- Figure 82: Responsibility for purchase of oral care products, by oral care clusters, February 2011
- Demographic tables
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- Figure 83: Oral care clusters, by gender, February 2011
- Figure 84: Oral care clusters, by age, February 2011
- Figure 85: Oral care clusters, by household income, February 2011
- Figure 86: Oral care clusters, by race/Hispanic origin, February 2011
- Cluster methodology
SymphonyIRI Group Builders Panel Data
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- Overview of toothbrush/dental accessories
- Manual toothbrushes
- Consumer insights on key purchase measures
- Brand map
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- Figure 87: Brand map, selected brands of manual toothbrushes buying rate by household penetration, 2010
- 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, 2010
- Dental floss
- Consumer insights on key purchase measures
- Brand map
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- Figure 89: Brand map, selected brands of dental floss buying rate by household penetration, 2010
- 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, 2010
- Toothpaste
- Consumer insights on key purchase measures
- Brand map
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- Figure 91: Brand map, selected brands of toothpaste buying rate by household penetration, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of toothpaste, by household penetration, 2010
- Mouthwash
- Consumer insights on key purchase measures
- Brand map
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- Figure 93: Brand map, selected brands of mouthwash buying rate by household penetration, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of mouthwash, by household penetration, 2010
Appendix: Other Useful Consumer Tables
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- Figure 95: Oral care concerns, by gender, February 2011
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- Figure 96: Product interest and trial, by gender, February 2011
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- Figure 97: Attitudes toward oral care products, by gender, February 2011
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- Figure 98: Attitudes toward oral care products, by household income, February 2011
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- Figure 99: Use of tooth whitening products, by gender, February 2011
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- Figure 100: Opinions toward mouthwash, by gender, February 2011
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- Figure 101: Opinions toward mouthwash, by household income, February 2011
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- Figure 102: Opinions toward toothpaste, by gender, February 2011
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- Figure 103: Opinions toward toothpaste, by household income, February 2011
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- Figure 104: Product interest and trial, by household income, February 2011
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- Figure 105: Attributes sought when purchasing toothpaste, by gender, February 2011
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- Figure 106: Attributes sought when purchasing toothpaste, by household income, February 2011
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Appendix: SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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