Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast of UK oral care, 2008-18
- Market factors
- Companies, brands and innovation
-
- Figure 2: Percentage of branded vs own-label launches, January 2009-March 2014
- Figure 3: Brand shares of total oral care, year ending January 2014
- The consumer
-
- Figure 4: Oral health concerns influencing purchase, February 2014
- Figure 5: Attitudes towards buying oral healthcare products, February 2014
- What we think
Issues and Insights
-
- People are not being encouraged to visit the dentist
- The facts
- The implications
- Parents do not feel the need for dental products for babies/children
- The facts
- The implications
Trend Application
-
- Trend: Prove It
- Trend: Guiding Choice
- Trend: Generation Next
Market Drivers
-
- Key points
- Dentists remain important
-
- Figure 6: Number of patients and the percentage of the population seen by an NHS dentist in the 24 months to December 2011 and December 2013, England
- Figure 7: Timing of attempt to book last dental appointment, England 2013
- Rise in children offers opportunities for family packs
-
- Figure 8: Trends in the age structure of the UK population, 2008-18
- Young professionals offer opportunities for more premium products
- Impact of lifestyle choices on teeth
Who’s Innovating?
-
- Key points
- Toothpaste leads new launches
-
- Figure 9: New launches in the UK oral care market, by product segment, January 2009-March 2014
- Figure 10: Examples of whitening toothbrushes launches, 2013
-
- Figure 11: Examples of multi-benefit mouthwash launches, January 2013-April 2014
- Figure 12: Examples of dental ancillary launches, 2014
- Electric toothbrushes
- Own-label leads dental accessories
-
- Figure 13: Percentage of branded vs own-label launches, January 2009-March 2014
- Figure 14: Percentage share of launch activity in the UK oral healthcare market, by company, January 2011-March 2014
- Figure 15: Examples of own-label dental accessories launches, 2013
- GSK and Colgate-Palmolive lead new launches
- Free-from sees a rise in the toothpaste segment
-
- Figure 16: Top claims in the UK toothpaste market as a percentage of total launches, January 2011-March 14
- Whitening sees a rise in the toothbrush segment
-
- Figure 17: Top claims in the UK manual toothbrushes market as a percentage of total launches, January 2011-March 14
- Figure 18: Examples of product launches aimed at babies aged 0-2 years, January 2013-March 2014
- Time/speed claims sees a rise in mouthwash segment
-
- Figure 19: Top claims in the UK mouthwash market as a percentage of total launches, January 2011-March 14
- Environmentally friendly packaging sees a rise in dental accessories
-
- Figure 20: Top claims in the UK dental accessories market as a percentage of total launches, January 2011-March 14
- 2013: Premium oral healthcare
-
- Figure 21: Examples of premium oral care launches, 2013
Market Size and Forecast
-
- Key points
- Strong growth in 2012 and 2013
-
- Figure 22: UK retail value sales of oral healthcare, at current and constant prices, 2008-18
- Growth driven by mouthwash
-
- Figure 23: Best- and worst-case forecast of UK oral care, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
- Rise in price per unit drives sales
-
- Figure 24: UK retail value sales of oral care, by sector, 2012 and 2013
Market Share
-
- Key points
- Top brands lead in oral care
-
- Figure 25: Brand shares of total oral care, years ending January 2013 and January 2014
- P&G leads toothbrushes
-
- Figure 26: Brand shares of toothbrushes, years ending January 2013 and January 2014
- Colgate dominates toothpaste
-
- Figure 27: Brand shares of toothpaste, years ending January 2013 and January 2014
- Corsodyl sees biggest growth in mouthwash segment
-
- Figure 28: Brand shares of mouthwash, years ending January 2013 and January 2014
- Poli Grip sees biggest rise in denture products
-
- Figure 29: Brand shares of denture products, years ending January 2013 and January 2014
- Own-label shows strong growth in dental accessories
-
- Figure 30: Brand shares of dental accessories, years ending January 2013 and January 2014
Companies and Products
-
- GlaxoSmithKline
-
- Figure 31: GlaxoSmithKline UK Limited financial performance, 2011-12
-
- Figure 32: Examples of new product launches by GlaxoSmithKline in the oral care market, July 2013-April 2014
- Procter & Gamble
-
- Figure 33: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
-
- Figure 34: Examples of new product launches by Procter & Gamble in the oral care market, July 2013-April 2014
- Johnson & Johnson
-
- Figure 35: Johnson & Johnson Limited financial performance, 2011-12
-
- Figure 36: Examples of new product launches by Johnson & Johnson in the oral care market, July 2013-April 2014
- Church & Dwight
-
- Figure 37: Church & Dwight (UK) Limited financial performance, 2011-12
-
- Figure 38: Examples of new product launches by Church & Dwight in the oral care market, July 2013 to April 2014
- Colgate-Palmolive
-
- Figure 39: Colgate-Palmolive (UK) Limited financial performance, 2011-12
-
- Figure 40: Examples of new product launches by Colgate-Palmolive in the oral care market, July 2013 to April 2014
Brand Communication and Promotion
-
- Key points
- Advertising spend remained constant
-
- Figure 41: Topline adspend and adspend: sales ratio in the UK oral care category, January 2010-March 2014
- Focus on toothbrushes
-
- Figure 42: Adspend in the UK oral care category, by segment, 2012-13
- GSK remains biggest spender
-
- Figure 43: Advertising spend in the oral care category, by top companies, 2012-13
Brand Perceptions and Social Media
-
- Brand perceptions
- Key brand metrics
-
- Figure 44: Key brand metrics, March 2014
- Brand map
-
- Figure 45: Attitudes towards and usage of brands in the oral care sector, March 2014
- Correspondence analysis
- Brand attitudes
-
- Figure 46: Attitudes, by oral care brand, March 2014
- Brand personality
-
- Figure 47: Oral care brand personality – macro image, March 2014
-
- Figure 48: Oral care brand personality – micro image, March 2014
- Brand usage
-
- Figure 49: Oral care brand usage, March 2014
- Brand experience
-
- Figure 50: Oral care brand experience, March 2014
- Social media and online buzz
- Social media metrics
-
- Figure 51: Social media metrics of selected oral care brands, April 2014
- Online mentions
-
- Figure 52: Online mentions of selected oral care brands, 31st March 2013-29th March 2014
- Topics of discussion
-
- Figure 53: Mentions around teeth and gums in general and breakout topics, 31st March 2013 – 29th March 2014
- Where discussion occurs
-
- Figure 54: Sites through which oral care brands are discussed, 31st March 2013-29th March 2014
- Analysis by brand
- Colgate
-
- Figure 55: Topic cloud around mentions of Colgate, 31st March 2013 – 29th March 2014
- Oral-B
-
- Figure 56: Topic cloud around mentions of Oral-B, 31st March 2013 – 29th March 2014
- Listerine
-
- Figure 57: Topic cloud around mentions of Listerine, 31st March 2013 – 29th March 2014
- Aquafresh
-
- Figure 58: Topic cloud around mentions of Aquafresh, 31st March 2013 – 29th March 2014
- Corsodyl
-
- Figure 59: Topic cloud of mentions around Corsodyl, 31st March 2013-29th March 2014
- Sensodyne
-
- Figure 60: Usage of social media websites, by age, March 2014
Channels to Market
-
- Key points
- Discount stores drive sales in ‘other’ channel
-
- Figure 61: UK value sales of oral care products, by outlet type, 2012 and 2013
The Consumer – Usage and Frequency
-
- Key points
- Toothpaste is a must
-
- Figure 62: Usage and frequency of oral care products, February 2014
- Whiteness is a focus for young people, singletons and men
- Usage of dental accessories linked to employment status
- Older people use electric toothbrushes
The Consumer – Purchase of Oral Care
-
- Key points
- Women remain primary purchasers
-
- Figure 63: Purchase responsibility of oral care products, February 2014
- Plaque/tartar build-up is the leading concern
-
- Figure 64: Oral health concerns influencing purchase, February 2014
- Bad breath is a concern for young people
- Concern drives usage
- High brand loyalty
-
- Figure 65: Attitudes towards buying oral care products, February 2014
- Own-label has low influence
- Young people want more help
The Consumer – Interest in Product Attributes
-
- Key points
- People want instant results
-
- Figure 66: Interest in product attributes
- Younger people are more willing to pay for added benefits
The Consumer – Parental Attitudes towards Oral Care
-
- Key points
- Mums are more involved
-
- Figure 67: Parental attitudes towards children’s oral care, February 2014
- Edible toothpaste for children could encourage brushing
- Dentist not visited enough
Appendix – Market Size and Forecast
-
-
- Figure 68: UK retail value sales of toothpaste and toothbrushes, at current and constant prices, 2008-18
- Figure 69: UK retail value sales of mouthwash, at current and constant prices, 2008-18
- Figure 70: UK retail value sales of dental accessories/denture products, at current and constant prices, 2008-18
-
Appendix – Brand Research
-
-
- Figure 71: Brand usage, March 2014
- Figure 72: Brand commitment, March 2014
-
- Figure 73: Brand diversity, March 2014
- Figure 74: Brand satisfaction, March 2014
-
- Figure 75: Brand recommendation, March 2014
- Figure 76: Brand attitude, March 2014
-
- Figure 77: Brand image – macro image, March 2014
- Figure 78: Brand image – micro image, march 2014
-
- Figure 79: Online mentions of selected oral healthcare brands, 31st March 2013-29th March 2014
-
Appendix – The Consumer – Usage and Frequency
-
-
- Figure 80: Product usage and frequency, February 2014
-
- Figure 81: Product usage and frequency – Manual toothbrush, by demographics, February 2014
-
- Figure 82: Product usage and frequency – Multi-purpose toothpaste, by demographics, February 2014
-
- Figure 83: Product usage and frequency – Power toothbrush, by demographics, February 2014
-
- Figure 84: Product usage and frequency – Whitening toothpaste, by demographics, February 2014
-
- Figure 85: Product usage and frequency – Floss, by demographics, February 2014
-
- Figure 86: Product usage and frequency – Tongue scraper, by demographics, February 2014
-
- Figure 87: Product usage and frequency – Whitening strips/kits, by demographics, February 2014
-
- Figure 88: Attitudes towards buying oral healthcare products, by usage and frequency of mouthwash, February 2014
-
Appendix – Demographics
-
-
- Figure 89: Demographics
-
Appendix – The Consumer – Purchase of Oral Care
-
-
- Figure 90: Purchase responsibility, February 2014
-
- Figure 91: Purchase responsibility, by demographics, February 2014
-
- Figure 92: Product usage and frequency, by purchase responsibility, February 2014
-
- Figure 93: Oral health concerns influencing purchase, February 2014
-
- Figure 94: Most popular oral health concerns influencing purchase, by demographics, February 2014
-
- Figure 95: Next most popular oral health concerns influencing purchase, by demographics, February 2014
-
- Figure 96: Other oral health concerns influencing purchase, by demographics, February 2014
-
- Figure 97: Oral health concerns influencing purchase, by product usage and frequency – Whitening strips/kits, February 2014
-
- Figure 98: Oral health concerns influencing purchase, by product usage and frequency – Mouthwash, February 2014
-
- Figure 99: Repertoire of oral health concerns influencing purchase, February 2014
-
- Figure 100: Repertoire of oral health concerns influencing purchase, by demographics, February 2014
-
- Figure 101: Attitudes towards buying oral healthcare products, by repertoire of oral health concerns influencing purchase, February 2014
-
- Figure 102: Product usage and frequency, by repertoire of oral health concerns influencing purchase, February 2014
-
- Figure 103: Attitudes towards buying oral care products, February 2014
-
- Figure 104: Most popular attitudes towards buying oral care products, by demographics, February 2014
-
- Figure 105: Next most popular attitudes towards buying oral care products, by demographics, February 2014
-
- Figure 106: Attitudes towards buying oral care products, by repertoire of oral health concerns influencing purchase, February 2014
-
Appendix – The Consumer – Interest in Product Attributes
-
-
- Figure 107: Interest in new product attributes, February 2014
-
- Figure 108: Interest in new product attributes – Visible results instantly, by demographics, February 2014
-
- Figure 109: Interest in new product attributes – Visible results within one month, by demographics, February 2014
-
- Figure 110: Interest in new product attributes – Contains natural ingredients, by demographics, February 2014
-
- Figure 111: Interest in new product attributes – Environmentally friendly packaging, by demographics, February 2014
-
- Figure 112: Interest in new product attributes, by product usage and frequency – Mouthwash, February 2014
-
Appendix - The Consumer – Parental Attitudes towards Oral Healthcare
-
-
- Figure 113: Parents attitudes towards children's oral care, February 2014
-
- Figure 114: Most popular attitudes towards buying oral care products, by demographics, February 2014
-
- Figure 115: Next most popular attitudes towards buying oral care products, by demographics, February 2014
-
Back to top