Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total value sales of oral hygiene market, China, 2008-18
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- Figure 2: Breakdown of oral hygiene market, by value, 2013
- Companies and brands
- Market share
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- Figure 3: Leading companies’ market share in China’s oral hygiene market, by value, 2011-13
- Who’s innovating?
- The consumer
- Consumer segmentation
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- Figure 4: Percentage distribution of each consumer segment, February 2014
- Usage frequency of different oral hygiene products
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- Figure 5: Frequency of using oral hygiene products, February 2014
- Brands used in the past six months
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- Figure 6: Brands used in the past six months, February 2014
- Desired functions in oral hygiene products
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- Figure 7: Desired functions in oral hygiene products, February 2014
- Attitudes towards oral hygiene brands, products, ingredients and price
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- Figure 8: Attitudes towards oral hygiene brands, products, ingredients and price, February 2014
- Interests in different types of oral hygiene products
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- Figure 9: Interests in different types of oral hygiene products, February 2014
- General attitudes towards oral heath
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- Figure 10: General attitudes towards oral health, February 2014
- Key trends
- Why are mouthwash products important for brands to cultivate long-term consumer relationship?
- What are the key product aspects for brands to capitalise on to encourage trading up?
- How do emotional-driven product innovations help to sustain consumer interests?
- Why is medicated oral hygiene product a latent opportunity for brands?
- What we think
Issues and Insights
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- Why are mouthwash products important for brands to cultivate long-term consumer relationship?
- The facts
- The implications
- What are the key product aspects for brands to capitalise on to encourage trading up?
- The facts
- The implications
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- Figure 11: Top six claims in oral hygiene products, China, 2010-14
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- Figure 12: Crest’s jasmine tea flavour toothpaste and Xin Wen’s bamboo charcoal salt black toothpaste, 2014
- How do emotional-driven product innovations help to sustain consumer interests?
- The facts
- The implications
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- Figure 13: Crest’s launch of Crest Be toothpaste in the US, 2014
- Why is medicated oral hygiene product a latent opportunity for brands?
- The facts
- The implications
Trend Application
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- How can brands engage consumers with diversified needs?
- How can brands capture consumers’ exclusive attention in a crowded market by effective advertising?
Market Size and Forecast
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- Key points
- The oral hygiene market experienced steady growth
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- Figure 14: Total value sales of oral hygiene products, China, 2008-13
- There is room to further expand per capita spending
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- Figure 15: Top six oral hygiene products consumption nations and their annual per capita spending, by country, 2012
- Robust growth outlook over the next five years
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- Figure 16: Total value sales of oral hygiene market, China, 2008-18
- Growth drivers and challenges
- Increasing emphasis on oral health and oral beauty
- Low dentist to population ratio will continue to support the boom in the retail business
- Online channels liberate geographic constraint and offer international product choices
- Regional difference in climates, diets and macro environment create diversified needs
- Short-term inertia preventing the trial of more sophisticated oral hygiene products
Market Segmentation
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- Key points
- Toothpaste
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- Figure 17: Market value and growth of toothpaste, China, 2012 and 2013
- Figure 18: Total value sales of toothpaste products, China, 2008-18
- Toothbrushes
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- Figure 19: Market value and growth of toothbrushes, China, 2012 and 2013
- Figure 20: Share of total number of new products in oral hygiene market, by segment, China, 2013
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- Figure 21: Total value sales of toothbrush products, China, 2008-18
- Dental ancillaries
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- Figure 22: Market value and growth of dental ancillaries, China, 2012 and 2013
- Figure 23: Total value sales of ancillaries, China, 2008-18
- Mouthwash
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- Figure 24: Market value and growth of mouthwash, China, 2012 and 2013
- Figure 25: Segment share of total number of new product launches in oral hygiene market, China, US and Japan, 2013
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- Figure 26: Total value sales of mouthwash products, China, 2008-18
Market Share
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- Key points
- Brand share
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- Figure 27: Leading companies’ market share in China’s oral hygiene market, by value, 2011-13
Who’s Innovating?
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- Key points
- New product launches
- A surge in whitening claims to fulfil beauty aspiration
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- Figure 28: Examples of new product launches with a whitening proposition, China, 2012 and 2013
- Professional oral hygiene solution gains recognition
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- Figure 29: Examples of new product launches with a professional oral care proposition, China, 2010-13
- Day-and-night toothpaste encourages more frequent teeth brushing
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- Figure 30: Examples of new product launches to target day part usage occasions, China, 2010-14
- Charcoal toothbrush to deliver superior cleaning effectiveness
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- Figure 31: Examples of new product launches with charcoal bristles, 2012 and 2013
- Extra soft toothbrush for gum problems and sensitive teeth
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- Figure 32: Examples of new product launches to cater for specific dental problems, China, 2012 and 2013
- Marketing communications
- E-commerce for greater brand/consumer interaction online
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- Figure 33: Examples of online advertising and promotion by Crest and Colgate, 2014
- Brands seize on holidays and special occasions to engage consumers via online social media
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- Figure 34: Examples of social media campaigns by Crest and Zhonghua, 2014
- Advertisement with free gift to strengthen brand loyalty
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- Figure 35: Examples of Chinese New Year online promotions by Colgate and Darlie, 2014
- New sales channels and promotion strategies
- Online retailers adopt multipack offerings to stimulate sales
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- Figure 36: Examples of multipack offerings by Ora2 and Yunnan Baiyao, 2014
- Bundle packs form synergy for cross-sub-category selling
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- Figure 37: Examples of cross-sub-category product bundle packs by Crest, Colgate, Listerine and Lion, 2014
Companies and Brands
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- Overview of product functions by leading toothpaste brands
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- Figure 38: Product functions, by top five brands, 2014
- Figure 39: Product functions, by top five brands, 2014 (continued)
- Procter & Gamble (Guangzhou) Co., Ltd.
- Colgate-Palmolive Co.
- Hawley & Hazel (BVI) Co., Ltd.
- Yunnan Baiyao Group Co., Ltd.
- Unilever Group
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- Figure 40: Zhonghua’s Glister White and White Now toothpaste products, 2012
- Figure 41: Zhonghua’s Porcelain White and Expert Protection toothpastes, 2013
- Johnson & Johnson
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- Figure 42: Listerine’s mouthwash products, 2014
The Consumer Segmentation
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- Key points
- Consumer segmentation
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- Figure 43: Three target groups in oral hygiene market, February 2014
- Dubious Variety Seekers (38%)
- The Demotivated (33%)
- Health and Beauty Adorers (29%)
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- Figure 44: General attitudes towards oral health, by target groups, February 2014
The Consumer – Usage Frequency of Different Oral Hygiene Products
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- Key points
- Toothpaste and manual toothbrush are used on daily basis
- Mouthwash has potential to become part of the daily routine
- Electric toothbrush usage witnessed significant growth over the past two years
- Dental floss still needs to build product awareness and foster usage habit
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- Figure 45: Frequency of using different oral hygiene products, February 2014
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- Figure 46: Frequency of using different oral hygiene products, February 2014 (continued)
- Mouthwash usage is higher among male, parents, 40-49-year-olds and higher earners
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- Figure 47: Frequency of using oral hygiene products – Mouthwash, by demographics, February 2014
- High earners, those aged 30-49, and families with children are more likely to adopt electric toothbrushes as daily routine
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- Figure 48: Frequency of using oral hygiene products – Electric toothbrush, by demographics, February 2014
- Younger consumers are potential users for dental floss
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- Figure 49: Frequency of using oral hygiene products – Dental floss/floss pick, by demographics, February 2014
- Guangzhou residents use more niche oral hygiene products
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- Figure 50: Frequency of using oral hygiene products – Electric toothbrush, dental floss/floss pick, toothpick, by city, February 2014
The Consumer – Brands Used in the Past Six Months
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- Key points
- Crest and Colgate lead with higher popularity
- Awareness, price and distribution are key for young foreign brands to expand market presence
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- Figure 51: Brands used in the past six months, February 2014
- Brand usage varies by demographics
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- Figure 52: Brands used in the past six months, by gender, February 2014
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- Figure 53: Brands used in the past six months, by age, February 2014
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- Figure 54: Brands used in the past six months, by city tier, February 2014
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- Figure 55: Brands used in the past six months, by income, February 2014
The Consumer – Repertoire Analysis of Brand Usage
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- Key points
- Consumers have the inclination to try multiple brands
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- Figure 56: Repertoire of brands used in the past six months, February 2014
- Those with higher income and education level tend to use more brands
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- Figure 57: Repertoire of brands used in the past six months, by demographics, February 2014
The Consumer – Desired Functions in Oral Hygiene Products
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- Key points
- ‘Teeth-whitening’, ‘breath refreshing’ and ‘germ curbing’ are top benefits expected
- The desire for multifunctional benefits unveils a market for all-in-one products
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- Figure 58: Desired functions in oral hygiene products, February 2014
- Teeth-whitening is more important for females and those aged 20-39
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- Figure 59: Desired functions in oral hygiene products, by demographics, February 2014
- More females expect specialised products to solve plaque, gum and teeth sensitivity problems
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- Figure 60: Desired functions in oral hygiene products, by gender, February 2014
- 30-49-year-olds and high earners desire more advanced, and treatment-based benefits
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- Figure 61: Desired functions in oral hygiene products, by demographics, February 2014
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- Figure 62: Desired functions in oral hygiene products, by demographics, February 2014 (continued)
- ‘Relieve toothache’ and ‘protecting dental work’ can be potential selling points for electric toothbrushes and mouthwash
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- Figure 63: Frequency of using electric toothbrush and mouthwash, by desired benefits, February 2014
The Consumer – Attitudes Towards Oral Hygiene Brands, Products, Ingredients and Price
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- Key points
- Both multifunctional products and products with specialised benefits have growth opportunities
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- Figure 64: Attitudes towards oral hygiene products, by functional properties, February 2014
- Superior functional performance and natural ingredients can justify premium price
- Promotional events further stimulate sales
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- Figure 65: Attitudes towards oral hygiene price, February 2014
- Greater product satisfaction can lead to higher consumer loyalty
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- Figure 66: Attitudes towards oral hygiene brands, February 2014
- Strengthen beauty-enhancing claims with emotional persuasion
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- Figure 67: Attitudes towards oral hygiene products, by emotional appeal, February 2014
- Medicated toothpastes exert credibility
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- Figure 68: Attitudes towards oral hygiene ingredients, February 2014
- Innate value is more convincing than price to prove quality
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- Figure 69: Attitudes towards oral hygiene price and brands, February 2014
- Females are more price-sensitive
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- Figure 70: Attitudes towards oral hygiene brands, products, ingredients and price, by gender, February 2014
- 30-39-year-old group are savvy shoppers
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- Figure 71: Attitudes towards oral hygiene brands, products, ingredients and price, by age, February 2014
- High earners more interested in beauty-enhancing benefits and prepared to pay more for natural ingredients
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- Figure 72: Attitudes towards oral hygiene brands, products, ingredients and price, by income, February 2014
- Married people are more demanding of additional product features
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- Figure 73: Attitudes towards oral hygiene brands, products, ingredients and price, by marital status, February 2014
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- Figure 74: Attitudes towards oral hygiene brands, products, ingredients and price, by marital status, February 2014 (continued)
The Consumer – Interests in Different Types of Oral Hygiene Products
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- Key points
- Innovation flavours, herbal and plant extract and breath-freshening varieties attract wide usage
- Key interests lie in natural, breath-freshening properties and innovative flavours
- Organic and occasion-driven toothpaste by day and night highlights the greatest market gap
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- Figure 75: Interests in different types of oral hygiene products, February 2014
- Females are more interested in trying organic toothpaste and using toothpaste products for day and night
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- Figure 76: Interests in different types of oral hygiene products, by gender, February 2014
- Breath-freshening strips generate trial interest across a wide age range
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- Figure 77: Interests in different types of oral hygiene products, by age, February 2014
- Lower price points can entice trial
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- Figure 78: Interests in different types of oral hygiene products, by income, February 2014
The Consumer – General Attitudes Towards Oral Health
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- Key points
- Health and beauty perceived with equal importance
- Difference in product effects are yet to be proven
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- Figure 79: General attitudes towards oral health, February 2014
- Men tend to think less about their oral hygiene routine
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- Figure 80: General attitudes towards oral health, by gender, February 2014
- 20-29-year-olds and low income earners are less engaged in oral health
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- Figure 81: General attitudes towards oral health, by demographics, February 2014
Appendix – Market Size
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- Figure 82: China total oral hygiene market, value sales, 2008-18
- Figure 83: China toothpaste market, value sales, 2008-18
- Figure 84: China toothbrush market, value sales, 2008-18
- Figure 85: China ancillary market, value sales, 2008-18
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- Figure 86: China mouthwash market, value sales, 2008-18
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Appendix – Frequency of Using Oral Hygiene Products
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- Figure 87: Frequency of using oral hygiene products, February 2014
- Figure 88: Frequency of using oral hygiene products, February 2014 (continued)
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- Figure 89: Most popular frequency of using oral hygiene products – Toothpaste, by demographics, February 2014
- Figure 90: Next most popular frequency of using oral hygiene products – Toothpaste, by demographics, February 2014
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- Figure 91: Most popular frequency of using oral hygiene products – Manual toothbrush, by demographics, February 2014
- Figure 92: Next most popular frequency of using oral hygiene products – Manual toothbrush, by demographics, February 2014
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- Figure 93: Most popular frequency of using oral hygiene products – Electric toothbrush, by demographics, February 2014
- Figure 94: Next most popular frequency of using oral hygiene products – Electric toothbrush, by demographics, February 2014
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- Figure 95: Most popular frequency of using oral hygiene products – Mouthwash, by demographics, February 2014
- Figure 96: Next most popular frequency of using oral hygiene products – Mouthwash, by demographics, February 2014
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- Figure 97: Most popular frequency of using oral hygiene products – Dental floss/floss pick, by demographics, February 2014
- Figure 98: Next most popular frequency of using oral hygiene products – Dental floss/floss pick, by demographics, February 2014
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- Figure 99: Most popular frequency of using oral hygiene products – Toothpicks, by demographics, February 2014
- Figure 100: Next most popular frequency of using oral hygiene products – Toothpicks, by demographics, February 2014
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Appendix – Brands Used in the Past Six Months
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- Figure 101: Brands used in the past six months, February 2014
- Figure 102: Most popular brands used in the past six months, by demographics, February 2014
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- Figure 103: Next most popular brands used in the past six months, by demographics, February 2014
- Figure 104: Other brands used in the past six months, by demographics, February 2014
- Repertoire analysis
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- Figure 105: Repertoire of brands used in the past six months, February 2014
- Figure 106: Repertoire of brands used in the past six months, by demographics, February 2014
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Appendix – Desired Functions in Oral Hygiene Products
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- Figure 107: Desired functions in oral hygiene products, February 2014
- Figure 108: Most popular desired functions in oral hygiene products, by demographics, February 2014
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- Figure 109: Next most popular desired functions in oral hygiene products, by demographics, February 2014
- Figure 110: Other desired functions in oral hygiene products, by demographics, February 2014
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Appendix – Attitudes Towards Oral Hygiene Brands, Products, Ingredients and Price
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- Figure 111: Attitudes towards oral hygiene brands, products, ingredients and price, February 2014
- Figure 112: Most popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
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- Figure 113: Next most popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
- Figure 114: Other attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
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- Figure 115: Least popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
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Appendix – Interests in Different Types of Oral Hygiene Products
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- Figure 116: Interests in different types of oral hygiene products, February 2014
- Figure 117: Interests in different types of oral hygiene products – Toothpaste/mouthwash with innovative flavours, by demographics, February 2014
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- Figure 118: Interests in different types of oral hygiene products – Toothpaste with herbal/plant extracts, by demographics, February 2014
- Figure 119: Interests in different types of oral hygiene products – Toothpaste set for day and night usage, by demographics, February 2014
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- Figure 120: Interests in different types of oral hygiene products – Organic toothpaste, by demographics, February 2014
- Figure 121: Interests in different types of oral hygiene products – Toothpaste with creative heads for different shapes, by demographics, February 2014
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- Figure 122: Interests in different types of oral hygiene products – Whitening tooth strips, by demographics, February 2014
- Figure 123: Interests in different types of oral hygiene products – Dentifrice, by demographics, February 2014
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- Figure 124: Interests in different types of oral hygiene products – Breath-freshening mouth sprays, by demographics, February 2014
- Figure 125: Interests in different types of oral hygiene products – Breath-freshening strips, by demographics, February 2014
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- Figure 126: Interests in different types of oral hygiene products – Tooth tissues, by demographics, February 2014
- Figure 127: Interests in different types of oral hygiene products – Tooth wipes for use on the go, by demographics, February 2014
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- Figure 128: Interests in different types of oral hygiene products – Oral care products without chemical additives, by demographics, February 2014
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Appendix – General Attitudes Towards Oral Health
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- Figure 129: General attitudes towards oral health, February 2014
- Figure 130: Agreement with the statement ‘Health/hygiene driven’, by demographics, February 2014
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- Figure 131: Agreement with the statement ‘Beauty driven’, by demographics, February 2014
- Figure 132: Agreement with the statement ‘Uninvolved/one size fits all’, by demographics, February 2014
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- Figure 133: Agreement with the statement ‘Taking care of my oral health makes me feel healthier overall’, by demographics, February 2014
- Figure 134: Agreement with the statement ‘I am concerned about the safety of ingredients used in oral care products’, by demographics, February 2014
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- Figure 135: Agreement with the statement ‘I don’t feel clean if I haven’t taken care of my teeth’, by demographics, February 2014
- Figure 136: Agreement with the statement ‘Using single oral care product is not sufficient to satisfy my oral care needs’, by demographics, February 2014
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- Figure 137: Agreement with the statement ‘It’s important to visit the dentist regularly’, by demographics, February 2014
- Figure 138: Agreement with the statement ‘I don’t feel attractive if I haven’t taken care of my oral health’, by demographics, February 2014
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- Figure 139: Agreement with the statement ‘It’s important to me what other people think of my teeth’, by demographics, February 2014
- Figure 140: Agreement with the statement ‘A person’s teeth can enhance his/her overall appearance’, by demographics, February 2014
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- Figure 141: Agreement with the statement ‘I worry that the food I eat is staining my teeth’, by demographics, February 2014
- Figure 142: Agreement with the statement ‘Cheaper toothpastes tend to do the same job as more expensive ones’, by demographics, February 2014
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- Figure 143: Agreement with the statement ‘Brushing/caring for my teeth is a routine I don’t think much about’, by demographics, February 2014
- Figure 144: Agreement with the statement ‘There is no big difference in product effects between different brands of oral care products’, by demographics, February 2014
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Appendix – Further Analysis
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- Figure 145: Target groups, February 2014
- Figure 146: Target groups, by demographics, February 2014
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- Figure 147: Frequency of using oral hygiene products, by target groups, February 2014
- Figure 148: Brands used in the past six months, by target groups, February 2014
- Figure 149: Desired functions in oral hygiene products, by target groups, February 2014
- Figure 150: Attitudes towards oral hygiene brands, products, ingredients and price, by target groups, February 2014
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- Figure 151: Interests in different types of oral hygiene products, by target groups, February 2014
- Figure 152: General attitudes towards oral health, by target groups, February 2014
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