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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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
- Market factors
- Apprehensive consumers looking for ways to save
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Total population growth drives usage
- Growing ethnic populations may help market
- General health and oral health strongly linked
- Many lack dental insurance or even access to dental care
- Segment performance
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- Figure 3: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
- Retail channels
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- Figure 4: Share of U.S. retail sales of oral care products, by channel, at current prices, 2010 and 2012
- Market players
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- Figure 5: MULO sales of oral care products, by leading companies, 2013
- The consumer
- Toothpaste and toothbrushes make up many consumers’ daily oral care routines
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- Figure 6: Usage of oral care products, January 2013
- Oral health concerns are prevalent across segments
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- Figure 7: Oral health concerns, very/somewhat concerned, January 2013
- Consumers stick with the brands and products that they are familiar with
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- Figure 8: Oral care shopping behaviors, January 2013
- Price and brand familiarity are the most important purchase factors
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- Figure 9: Oral care purchase factors, January 2013
- Teeth and gum repair attributes are what consumers find the most interesting
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- Figure 10: Interest in toothpaste attributes, January 2013
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- Figure 11: Interest in mouthwash attributes, by gender and age, January 2013
- Consumers demonstrate some interest in toothbrush sanitizers; life stage-specific products appealing to older consumers
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- Figure 12: Interest in new oral care product formats/types, by gender and age, January 2013
- What we think
Issues in the Market
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- How can market players reinvigorate interest in branded offerings and reclaim their share?
- How can market players reinvigorate sales in the stagnant toothbrush category?
- What are some new areas of benefit exploration for companies and brands to pursue to deliver greater value to consumers?
Insights and Opportunities
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- Support parents as they teach their children about oral health
- Help consumers manage cold/flu symptoms
- More life-stage products for growing Baby Boomer/senior population
Trend Applications
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- Trend: Perfecting the Details
- Trend: Make it Mine
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Oral care market sales are expected to grow steadily in the coming years
- Sales and forecast of oral care market
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- Figure 13: Total U.S. retail sales and forecast of oral care market, at current prices, 2007-17
- Figure 14: Total U.S. retail sales and forecast of oral care market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
Market Drivers
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- Key points
- Shaky consumer confidence leads to cost-cutting behaviors
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- Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Total population growth drives usage
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- Figure 17: Population, by age, 2008-18
- Growing ethnic populations may help market
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- Figure 18: Population, by race and Hispanic Origin, 2008-18
- Growing awareness around link between general health and oral health
- Many consumers lack comprehensive dental insurance
Competitive Context
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- Gum and probiotic mints might cause people to brush less during the day
- Opportunity for the oral care market:
Segment Performance
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- Key points
- Toothpaste segment leads the oral care market
- Sales of oral care products, by segment
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- Figure 19: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
Segment Performance—Toothpaste
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- Key points
- Toothpaste top selling segment in the market
- Sales and forecast of toothpaste
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- Figure 20: Total U.S. retail sales and forecast of toothpaste, at current prices, 2007-17
Segment Performance—Mouthwash/Rinses
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- Key points
- Mouthwash/rinses see steady growth
- Sales and forecast of mouthwash/rinses
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- Figure 21: Total U.S. retail sales and forecast of mouthwash/rinses, at current prices, 2007-17
Segment Performance—Toothbrushes
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- Key points
- Toothbrush sales are flat
- Sales and forecast of toothbrushes
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- Figure 22: Total U.S. retail sales and forecast of toothbrushes, at current prices, 2007-17
Segment Performance—Floss/Accessories/Tools
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- Key points
- Floss/accessories/tools show strong promise
- Sales and forecast of floss/accessories/tools
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- Figure 23: Total U.S. retail sales and forecast of floss/accessories/tools, at current prices, 2007-17
Segment Performance—Bleaching/Whitening Kits Performance
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- Key points
- Bleaching/whitening kits see significant decline in 2012
- Sales of bleaching/whitening kits
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- Figure 24: Total U.S. retail sales of bleaching/whitening kits, at current prices, 2007-12
Retail Channels
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- Key points
- Mass merchandisers, supercenters, warehouse clubs capture oral care sales
- Sales of oral care products, by channel
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- Figure 25: Total U.S. retail sales of oral care products, by channel, at current prices, 2010-12
- Figure 26: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Natural channel sales of oral care products growing
- Sales of oral care in the natural channel
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- Figure 27: Natural supermarket sales of oral care, at current prices, 2010-12
- Figure 28: Natural supermarket sales of oral care, at inflation-adjusted prices, 2010-12
- Natural channel sales of oral care by segment
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- Figure 29: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12Natural supermarket sales of oral care, by segment, 2010-12
Leading Companies
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- Key points
- Oral care market highly competitive
- MULO manufacturer sales of oral care products
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- Figure 30: MULO sales of oral care products, by leading companies, 2012 and 2013
Brand Share—Toothpaste
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- Key points
- Whitening and enamel focused offerings lead the market
- Colgate Optic White drives sales for the brand
- Sensodyne posts growth due to its focus on enamel
- MULO sales of toothpaste
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- Figure 31: MULO sales of toothpaste by leading companies, 2012 and 2013
Brand Share—Mouthwash/Rinses
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- Key points
- Johnson & Johnson top company in mouthwash/rinses
- Crest sees growth with whitening offering and rebranded Scope
- Private label has a strong presence
- MULO sales of mouthwash/rinses
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- Figure 32: MULO sales of mouthwash/rinses by leading companies, 2012 and 2013
Brand Share—Toothbrushes
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- Key points
- Economical manual toothbrushes still outsell power toothbrushes
- P&G top company with Oral-B brand
- Colgate-Palmolive sees strong gains with Optic White offering
- Arm & Hammer Spinbrush sales decline, but focus on other offerings helps Church & Dwight
- Private label begins to see sales slip
- MULO sales of toothbrushes
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- Figure 33: MULO sales of toothbrushes by leading companies, 2012 and 2013
Brand Share—Floss/Accessories/Tools
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- Key points
- P&G top manufacturer with Oral-B floss
- Sunstar Americas shows strong promise with line of GUM products
- Private label posts gains
- MULO sales of floss/accessories/tools
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- Figure 34: MULO sales of floss/accessories/tools by leading companies, 2012 and 2013
Brand Share—Bleaching/Whitening Kits
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- Key points
- MULO segment reflects declines experienced overall
- MULO sales of bleaching/whitening kits
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- Figure 35: MULO sales of bleaching/whitening kits by leading companies, 2012 and 2013
Innovations and Innovators
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- Top market players lead with most launches
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- Figure 36: oral care product launches, by company, 2007-13
- Functional and beauty enhancing claims most common among oral care product launches
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- Figure 37: oral care product launches, by claims category, 2007-13
- Breath-freshening and whitening among most common claims in oral care products
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- Figure 38: oral care product launches, by claims, 2007-13
- Private label continues to have presence
- Whitening remains key trend
- Products that promise “repair” represent growing need
- More products for those 50+
- Getting kids started at younger ages
- Kid-specific products prevalent
Marketing Strategies
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- Overview of the key marketing themes
- Theme: Emphasis on white
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- Figure 39: Crest, “stop yellowing” TV ad, 2013
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- Figure 40: Crest 3D White strips print ad, 2012
- Figure 41: Crest 3D White print ad, 2012
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- Figure 42: Colgate, “smile as accessory” TV ad, 2013
- Theme: Emphasis on total health
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- Figure 43: Crest, “Crest-Pro Health” TV ad, 2013
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- Figure 44: Colgate, “Smile for Me” TV ad, 2013
- Figure 45: Colgate total print ad, 2012
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- Figure 46: Listerine, “Missed Spots” TV ad, 2013
- Theme: Oral hygiene is important in relationships
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- Figure 47: Scope print ad, 2013
- Figure 48: Scope social media
- Theme: Making oral care fun for kids
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- Figure 49: Arm & Hammer, “Emily Tunes Out,” TV ad, 2013
- Figure 50: Aquafresh website, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 51: Key brand metrics, oral care, April 2013
- Market overview
- Brand usage and awareness
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- Figure 52: Usage and awareness of selected oral care brands, January 2013
- Interaction with brands
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- Figure 53: Interaction with selected oral care brands, January 2013
- Online conversations
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- Figure 54: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
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- Figure 55: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
- Where are people talking about oral care brands?
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- Figure 56: Selected Scope Twitter mentions, March 29, 2013
- Figure 57: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
- What are people talking about online?
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- Figure 58: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
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- Figure 59: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
- Figure 60: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
- Brand analysis
- Crest
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- Figure 61: Crest key social media indicators, April 2013
- Key online campaigns
- What we think
- Colgate
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- Figure 62: Colgate key social media metrics, April 2013
- Key online campaigns
- What we think
- Oral-B
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- Figure 63: Oral-B key social media indicators, April 2013
- Key online campaigns
- What we think
- Scope
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- Figure 64: Scope key social media indicators, April 2013
- Key online campaigns
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- Figure 65: Scope April Fool’s Day Campaign
- What we think
- Sensodyne
- Key online campaigns
- What we think
- Philips Sonicare
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- Figure 66: Philips Sonicare key social media indicators, April 2013
- Key online campaigns
- What we think
Usage of Oral Care Products
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- Key points
- Toothpaste enjoys highest incidence of use
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- Figure 67: Usage of oral care products, by gender, August 2011-August 2012
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- Figure 68: Usage of oral care products, by age, August 2011-August 2012
- Multipurpose toothpaste the most popular
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- Figure 69: Usage of oral care products, January 2013
- Younger consumers more apt to use whitening toothpaste
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- Figure 70: Usage of oral care products, by gender and age, January 2013
- Affluence drives use of power toothbrushes and whitening toothpaste
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- Figure 71: Usage of oral care products, by household income, January 2013
Frequency of Product Usage
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- Key points
- Toothpaste and manual toothbrushes used most frequently
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- Figure 72: Frequency of use of oral care products, August 2011-August 2012
- Frequency of some product use declines with age
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- Figure 73: Frequency of use of oral care products, by age, August 2011-August 2012
Oral Health Concerns
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- Key points
- Oral health concerns are prevalent
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- Figure 74: Oral health concerns, January 2013
- Women more likely to be concerned about oral health issues
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- Figure 75: Oral health concerns, by gender and age, January 2013
- Less affluent consumers report more concern
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- Figure 76: Oral health concerns, by household income, January 2013
Shopping Behaviors
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- Key points
- Consumers stick with the brands and products they know
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- Figure 77: Oral care shopping behaviors, by gender and age, January 2013
- Parents less loyal
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- Figure 78: Oral care shopping behaviors, by parents with children and age, January 2013
Purchase Factors
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- Key points
- Price is a priority in product purchase
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- Figure 79: Oral care purchase factors, January 2013
- Price more important to women
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- Figure 80: Importance of Oral care purchase factors, by gender and age, January 2013
- Less affluent more driven by price
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- Figure 81: Importance of Oral care purchase factors, by household income, January 2013
Interest in Product Attributes
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- Key points
- Repair benefits most desired in toothpaste
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- Figure 82: Interest in toothpaste attributes, by gender and age, January 2013
- Less affluent report interest in cold/flu fighting ingredients
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- Figure 83: Interest in toothpaste attributes, by household income, January 2013
- Repair of teeth and gums desired in mouthwash offerings
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- Figure 84: Interest in mouthwash attributes, by gender and age, January 2013
Interest in New Types of Products
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- Key points
- Toothbrush sanitizers and gum creams command greatest interest
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- Figure 85: Interest in new oral care product formats/types, by gender and age, January 2013
- Germs a concern for families
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- Figure 86: Interest in new oral care product formats/types, by parents with children and age, January 2013
Race and Hispanic Origin
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- Key points
- Product usage varies by race/ethnic origin
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- Figure 87: Usage of oral care products, by race/Hispanic origin, August 2011-August 2012
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- Figure 88: Usage of oral care products, by race/Hispanic origin, January 2013
- Blacks demonstrate concern over cosmetic issues
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- Figure 89: Oral health concerns, by race/Hispanic origin, January 2013
- Blacks are more loyal, whilst other races like to experiment
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- Figure 90: Oral care shopping behaviors, by race/Hispanic origin, January 2013
- Hispanics more driven by price and brand, whereas blacks looking for dentist/hygienist recommendation
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- Figure 91: Importance of Oral care purchase factors, by race/Hispanic origin, January 2013
- Daily repair appealing across segments
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- Figure 92: Interest in toothpaste attributes, by race/Hispanic origin, January 2013
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- Figure 93: Interest in mouthwash attributes, by race/Hispanic origin, January 2013
- Cleanliness a top priority for Blacks
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- Figure 94: Interest in new oral care product formats/types, by race/Hispanic origin, January 2013
Cluster Analysis
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- Figure 95: Target clusters, January 2013
- Cluster 1: Practical
- Opportunities
- Cluster 2: Basic
- Opportunities
- Cluster 3: Involved
- Opportunities
- Cluster 4: Confident
- Opportunities
- Cluster characteristic tables
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- Figure 96: Usage of oral care products, by target clusters, January 2013
- Figure 97: Oral health concerns, by target clusters, January 2013
- Figure 98: Oral care shopping behaviors, by target clusters, January 2013
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- Figure 99: Importance of oral care purchase factors, by target clusters, January 2013
- Figure 99: Interest in toothpaste attributes, by target clusters, January 2013
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- Figure 100: Interest in mouthwash attributes, by target clusters, January 2013
- Figure 101: Interest in new oral care product formats/types, by target clusters, January 2013
- Cluster demographics
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- Figure 102: Target clusters, by demographic, January 2013
- Cluster methodology
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SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of toothpaste
- Toothpaste
- Consumer insights on key purchase measures – toothpaste
- Brand map
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- Figure 103: Brand map, selected brands of toothpaste buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 104: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending June 24, 2012
- Overview of toothbrush/dental accessories
- Manual toothbrushes
- Consumer insights on key purchase measures – manual toothbrushes
- Brand map
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- Figure 105: Brand map, selected brands of manual toothbrushes buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 106: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 52 weeks ending June 24, 2012
- Dental floss
- Consumer insights on key purchase measures – dental floss
- Brand map
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- Figure 107: Brand map, selected brands of dental floss buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 108: Key purchase measures for the top brands of dental floss, by household penetration, 52 weeks ending June 24, 2012
- Mouthwash
- Consumer insights on key purchase measures – mouthwash
- Brand map
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- Figure 109: Brand map, selected brands of mouthwash buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 110: Key purchase measures for the top brands of mouthwash, by household penetration, 52 weeks ending June 24, 2012
Appendix—Other Useful Consumer Tables
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- Usage of oral care products
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- Figure 111: Usage of oral care products, by age, August 2011-August 2012
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- Figure 112: Usage of oral care products, by parents with children and age, January 2013
- Frequency of product use
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- Figure 113: Frequency of toothpaste brand use in average day, by gender, August 2011-August 2012
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- Figure 114: Frequency of manual toothbrush brand use in average day, by gender, August 2011-August 2012
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- Figure 115: Frequency of mouthwash/dental rinse brand use, by gender, August 2011-August 2012
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- Figure 116: Frequency of dental floss/flosser brand use, by gender, August 2011-August 2012
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- Figure 117: Frequency of use of oral care products, by race/Hispanic origin, August 2011-August 2012
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- Figure 118: Frequency of use of oral care products, by gender, August 2011-August 2012
- Brand usage
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- Figure 119: Brands of toothpaste used, by age, August 2011-August 2012
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- Figure 120: Brands of power toothbrushes, by age, August 2011-August 2012
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- Figure 121: Brands of manual toothbrushes used, by age, August 2011-August 2012
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- Figure 122: Brands of mouthwash used, by age, August 2011-August 2012
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- Figure 123: Brands of dental floss used, by age, August 2011-August 2012
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- Figure 124: Brands of tooth whiteners, by age, August 2011-August 2012
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- Figure 125: Brands of toothpaste used, by race/Hispanic origin, August 2011-August 2012
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- Figure 126: Brands of power toothbrushes, by race/Hispanic origin, August 2011-August 2012
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- Figure 127: Brands of manual toothbrushes used, by race/Hispanic origin, August 2011-August 2012
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- Figure 128: Brands of mouthwash used, by race/Hispanic origin, August 2011-August 2012
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- Figure 129: Brands of dental floss used, by race/Hispanic origin, August 2011-August 2012
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- Figure 130: Brands of tooth whiteners, by race/Hispanic origin, August 2011-August 2012
- Shopping behaviors
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- Figure 131: Oral care shopping behaviors, by household income, January 2013
- Purchase factors
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- Figure 132: Importance of oral care purchase factors, by parents with children and age, January 2013
- Interest in product attributes
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- Figure 133: Interest in toothpaste and mouthwash attributes, January 2013
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- Figure 134: Interest in mouthwash attributes, by household income, January 2013
- Interest in new types of products
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- Figure 135: Interest in new oral care product formats/types, by household income, January 2013
Appendix—Social Media
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- Usage and awareness
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- Figure 136: Brand usage or awareness, January 2013
- Figure 137: Crest usage or awareness, by demographics, January 2013
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- Figure 138: Colgate usage or awareness, by demographics, January 2013
- Figure 139: Sensodyne usage or awareness, by demographics, January 2013
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- Figure 140: Oral-B usage or awareness, by demographics, January 2013
- Figure 141: Philips Sonicare usage or awareness, by demographics, January 2013
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- Figure 142: Scope usage or awareness, by demographics, January 2013
- Activities done
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- Figure 143: Activities done, January 2013
- Figure 144: Crest – Activities done, by demographics, January 2013
- Figure 145: Colgate – Activities done, by demographics, January 2013
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- Figure 146: Sensodyne – Activities done, by demographics, January 2013
- Figure 147: Oral-B – Activities done, by demographics, January 2013
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- Figure 148: Philips Sonicare – Activities done, by demographics, January 2013
- Figure 149: Scope – Activities done, by demographics, January 2013
- Online conversations
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- Figure 150: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
- Figure 151: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
- Figure 152: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
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- Figure 153: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
- Figure 154: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
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- Figure 155: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
Appendix—Trade Associations
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