Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of oral care products, at current prices, 2008-18
- Market factors
- Consumers still want to save money despite economic outlook
- Many consumers don’t have dental insurance or access to dental services
- Segment performance
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- Figure 2: Total US retail sales and forecast of oral care products, by segment, at current prices, 2010-15
- Market players
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- Figure 3: Share of MULO sales of oral care products, by leading companies, 2013
- The consumer
- Toothpaste and manual toothbrushes enjoy highest household penetration
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- Figure 4: Usage of oral care products, November 2012-December 2013
- Consumers try to stick with name brands
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- Figure 5: Brand and private label preferences, February 2014
- “Nice to have” product benefits can differentiate products on shelf
- A number of consumers not going to the dentist often enough
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- Figure 6: Attitudes concerning the dentist, February 2014
- What we think
Issues and Insights
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- Influence consumers to adopt more complex oral care routines
- The issues
- The implications
- Better outreach to underserved consumer segments
- The issues
- The implications
- Grow toothbrush sales
- The issues
- The implications
Trend Application
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- Trend: Non-Standard Society
- Trend: Guiding Choice
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Oral care sales are growing modestly
- Sales and forecast of oral care products
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- Figure 7: Total US retail sales and forecast of oral care products, at current prices, 2008-18
- Figure 8: Total US retail sales and forecast of oral care products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US retail sales and fan chart forecast of oral care products, at current prices, 2008-18
Market Drivers
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- Key points
- Consumer confidence is growing, but consumers still look to save
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- Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Median household income continues to decline
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- Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
- Hispanic and Black families present opportunity for the market
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- Figure 12: Population, by race and Hispanic Origin, 2008-18
- Many consumers don’t have dental insurance
- Continued awareness of link between general health and oral health
Segment Performance
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- Key points
- Toothpaste, mouthwash, and floss/accessories growth drivers for market
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- Figure 13: Segment share of total US retail sales of oral care products, 2013
- Toothpaste segment continues to see gains
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- Figure 14: Total US retail sales and forecast of toothpaste, at current prices, 2008-18
- Mouthwash/rinses experience steady growth
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- Figure 15: Total US retail sales and forecast of mouthwash/rinse, at current prices, 2008-18
- Toothbrush sales flat
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- Figure 16: Total US retail sales and forecast of toothbrushes, at current prices, 2008-18
- Floss/accessories/tools show strongest gains across category
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- Figure 17: Total US retail sales and forecast of floss/accessories/tools, at current prices, 2008-18
- Bleaching/whitening kits rebound slightly, but will likely continue to struggle
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- Figure 18: Total US retail sales and forecast of bleaching/whitening kits, at current prices, 2008-18
Retail Channels
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- Key points
- Most oral care purchases take place through “other retail channels”
- Sales of oral care products, by channel
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- Figure 19: Total US retail sales of oral care products, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Oral care market remains highly competitive
- MULO manufacturer sales of oral care products
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- Figure 20: MULO sales of oral care products, by leading companies, 2012 and 2013
Brand Share – Toothpaste
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- Key points
- P&G leads segment with gains in both sales and share
- Colgate-Palmolive struggles to grow sales in toothpaste category
- Sensodyne continues to drive sales for GlaxoSmithKline
- MULO sales of toothpaste
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- Figure 21: MULO sales of toothpaste, by leading companies, 2012 and 2013
- P&G sees gains in household penetration and brand loyalty
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- Figure 22: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Mouthwash/Rinse
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- Key points
- Johnson & Johnson leads segment despite declines
- MULO sales of mouthwash/rinse
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- Figure 23: MULO sales of mouthwash/rinse, by leading companies, 2012 and 2013
- Johnson & Johnson enjoys highest penetration rate
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- Figure 24: Key purchase measures for the top brands of mouthwash/rinse, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Toothbrushes
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- Key points
- P&G leads struggling toothbrush segment
- Colgate-Palmolive saw biggest growth in sales, segment share
- Philips and Church & Dwight struggle to post gains
- MULO sales of toothbrushes
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- Figure 25: MULO sales of toothbrushes, by leading companies, 2012 and 2013
- Category leader P&G posts biggest gains in brand loyalty
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- Figure 26: Key purchase measures for the top brands of toothbrushes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Floss/Accessories/Tools
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- Key points
- P&G dominates MULO sales of floss/accessories/tools
- Private label sales remain mostly flat
- MULO sales of floss/accessories/tools
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- Figure 27: MULO sales of floss/accessories/tools, by leading companies, 2012 and 2013
- Brands and private label see gains in brand loyalty
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- Figure 28: Key purchase measures for the top brands of floss/accessories/tools, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Bleaching/Whitening Kits
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- Key points
- Sales of bleaching/whitening kits grow due to P&G growth
- MULO sales of bleaching/whitening kits
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- Figure 29: MULO sales of bleaching/whitening kits, by leading companies, 2012 and 2013
Innovations and Innovators
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- New flavor profiles shake up the oral care market
- Whitening options continue to be plentiful
- Greater variety of portable oral care options
- Expanded oral care options for babies and toddlers
Marketing Strategies
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- Overview
- A white smile in one day
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- Figure 30: Crest 3D Luxe ad
- Figure 31: Colgate Optic White ad
- Promoting the full range of oral care products for better oral health
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- Figure 32: Colgate Total Ad
- Figure 33: Crest Pro-Health ad
- Figure 34: Carolina on Crest Pro-Health Toothpaste ad
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 35: Key performance indicators, selected oral care brands, April 21, 2013-April 20, 2014
- Brand usage and awareness
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- Figure 36: Brand usage and awareness of oral care brands, February 2014
- Interaction with brands
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- Figure 37: Interaction with oral care brands, February 2014
- Leading online campaigns
- Viral videos
- Social good
- What we think
- Online conversations
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- Figure 38: Crest topic cloud, by relevance, January 2014
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- Figure 39: Online mentions, selected oral care brands, April 21, 2013-April 20, 2014
- Where are people talking about oral care brands?
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- Figure 40: Mentions by page type, selected oral care brands, April 21, 2013-April 20, 2014
- What are people talking about online?
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- Figure 41: Mentions by topic of conversation, selected oral care brands, April 21, 2013-April 20, 2014
Oral Care Product Usage
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- Key points
- Toothpaste and manual toothbrushes most widely used products
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- Figure 42: Usage of oral care products, by gender and age, November 2012-December 2013
- Multipurpose toothpaste enjoys most daily use
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- Figure 43: Oral care product usage – Daily usage, February 2014
- Younger consumers embrace greater number of products
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- Figure 44: Oral care product usage – Daily usage, by gender and age, February 2014
- Income impacts product use
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- Figure 45: Oral care product usage – Daily usage, by household income, February 2014
Shopping for Oral Care Products
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- Key points
- Most purchase their own oral care products
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- Figure 46: Oral care purchase responsibility, February 2014
- Figure 47: Oral care purchase responsibility, by gender and age, February 2014
- Toothpaste commands strongest brand loyalty
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- Figure 48: Brand and private label preferences, February 2014
- Older consumers stick with name brands
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- Figure 49: Brand and private label preferences – Toothpaste, by gender and age, February 2014
- Figure 50: Brand and private label preferences – Mouthwash, by gender and age, February 2014
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- Figure 51: Brand and private label preferences – Manual toothbrushes, by gender and age, February 2014
- Figure 52: Brand and private label preferences – Floss/dental accessories, by gender and age, February 2014
Product Attributes
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- Key points
- Cleaning effectiveness, price, and prevention top product attributes
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- Figure 53: Important product attributes, February 2014
- Price has slight edge over effectiveness of cleaning among younger shoppers
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- Figure 54: Important product attributes, by gender and age, February 2014
Attitudes Concerning Dentists
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- Key points
- Nearly a quarter of consumers say they don’t go to dentist often enough
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- Figure 55: Attitudes concerning the dentist, February 2014
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- Figure 56: Percentage of US adults who have visited the dentist over the previous 12 months, 2008 and 2013
- Older adults wish they had better dental coverage
- Visiting the dentist causes anxiety for some
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- Figure 57: Attitudes concerning the dentist, by gender and age, February 2014
- Less affluent consumers most likely to say they aren’t visiting the dentist as often as they should
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- Figure 58: Percentage of US adults who have visited the dentist over the previous 12 months, by annual household income, 2008 and 2013
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- Figure 59: Attitudes concerning the dentist, by household income, February 2014
Children’s Oral Care
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- Key points
- Confusion regarding children’s oral health
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- Figure 60: Attitudes concerning children's oral care, by parents/guardian with children in household, February 2014
Race and Hispanic Origin
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- Key points
- Product usage varies by race/ethnic origin
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- Figure 61: Oral care product usage – Daily usage, by race/Hispanic origin, February 2014
- Blacks and Hispanics highly brand loyal
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- Figure 62: Oral care purchase responsibility, by race/Hispanic origin, February 2014
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- Figure 63: Brand and private label preferences – Toothpaste, by race/Hispanic origin, February 2014
- Figure 64: Brand and private label preferences – Mouthwash, by race/Hispanic origin, February 2014
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- Figure 65: Brand and private label preferences – Manual toothbrushes, by race/Hispanic origin, February 2014
- Cleaning effectiveness and price matter most to Blacks and Hispanics
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- Figure 66: Important product attributes, by race/Hispanic origin, February 2014
- Hispanics and Blacks less likely to have seen dentist in past year
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- Figure 67: Percentage of US adults who have visited the dentist over the previous 12 months, by race/ethnicity, 2008 and 2013
- Figure 68: Attitudes concerning the dentist, by race/Hispanic origin, February 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 69: Total US retail sales of oral care products, by segment, at current prices, 2011 and 2013
- Retail channels
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- Figure 70: Total US retail sales of oral care products, by channel, at current prices, 2011-13
Appendix – Other Useful Consumer Tables
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- Oral care product usage
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- Figure 71: Usage of oral care products, by household income, November 2012-December 2013
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- Figure 72: Types of power toothbrushes used, by race/Hispanic origin, November 2012-December 2013
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- Figure 73: Types of power toothbrushes used, by household income, November 2012-December 2013
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- Figure 74: Types of power toothbrushes used, by gender and age, November 2012-December 2013
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- Figure 75: Kinds of toothpaste used, by race/Hispanic origin, November 2012-December 2013
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- Figure 76: Kinds of toothpaste used, by household income, November 2012-December 2013
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- Figure 77: Kinds of toothpaste used, by gender and age, November 2012-December 2013
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- Figure 78: Frequency of power toothbrush brand use in average day, by race/Hispanic origin, November 2012-December 2013
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- Figure 79: Frequency of power toothbrush brand use in average day, by household income, November 2012-December 2013
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- Figure 80: Frequency of power toothbrush brand use in average day, by gender and age, November 2012-December 2013
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- Figure 81: Frequency of manual toothbrush brand use in average day, by race/Hispanic origin, November 2012-December 2013
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- Figure 82: Frequency of manual toothbrush brand use in average day, by household income, November 2012-December 2013
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- Figure 83: Frequency of manual toothbrush brand use in average day, by gender and age, November 2012-December 2013
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- Figure 84: Frequency of mouthwash/dental rinse brand use, by race/Hispanic origin, November 2012-December 2013
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- Figure 85: Frequency of mouthwash/dental rinse brand use, by household income, November 2012-December 2013
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- Figure 86: Frequency of mouthwash/dental rinse brand use, by gender and age, November 2012-December 2013
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- Figure 87: Frequency of dental floss/flosser brand use, by race/Hispanic origin, November 2012-December 2013
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- Figure 88: Frequency of dental floss/flosser brand use, by household income, November 2012-December 2013
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- Figure 89: Frequency of dental floss/flosser brand use, by gender and age, November 2012-December 2013
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- Figure 90: Oral care product usage, February 2014
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- Figure 91: Oral care product usage – Regular usage, by gender and age, February 2014
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- Figure 92: Oral care product usage – Regular usage, by household income, February 2014
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- Figure 93: Oral care product usage – Daily usage, by repertoire of types of name brand, February 2014
- Shopping for oral care products
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- Figure 94: Brand and private label preferences – Toothpaste, by household income, February 2014
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- Figure 95: Brand and private label preferences – Mouthwash, by household income, February 2014
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- Figure 96: Brand and private label preferences – Manual toothbrushes, by household income, February 2014
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- Figure 97: Brand and private label preferences – Floss/dental accessories, by household income, February 2014
- Product attributes
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- Figure 98: Important product attributes, by household income, February 2014
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- Figure 99: Important product attributes, by parents/guardian with children in household, February 2014
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- Figure 100: Important product attributes, by repertoire of types of name brand, February 2014
- Attitudes concerning dentists
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- Figure 101: Attitudes concerning the dentist, by repertoire of types of name brand, February 2014
- Children’s oral care
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- Figure 102: Attitudes concerning children's oral care, by gender and age, February 2014
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- Figure 103: Attitudes concerning children's oral care, by household income, February 2014
- Race and Hispanic origin
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- Figure 104: Usage of oral care products, by race/Hispanic origin, November 2012-December 2013
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- Figure 105: Oral care product usage – Regular usage, by race/Hispanic origin, February 2014
Appendix – Social Media
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- Figure 106: Online mentions, selected oral care brands, April 21, 2013-April 20, 2014
- Brand analysis
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- Figure 107: Crest key social media indicators, April 2014
- Figure 108: Colgate key social media indicators, April 2014
- Figure 109: Oral-B key social media indicators, April 2014
- Figure 110: Listerine key social media indicators, April 2014
- Figure 111: Scope key social media indicators, April 2014
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- Figure 112: Philips Sonicare key social media indicators, April 2014
- Brand usage or awareness
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- Figure 113: Brand usage or awareness, February 2014
- Figure 114: Crest usage or awareness, by demographics, February 2014
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- Figure 115: Colgate usage or awareness, by demographics, February 2014
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- Figure 116: Listerine usage or awareness, by demographics, February 2014
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- Figure 117: Scope usage or awareness, by demographics, February 2014
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- Figure 118: Oral-B usage or awareness, by demographics, February 2014
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- Figure 119: Philips Sonicare usage or awareness, by demographics, February 2014
- Activities done
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- Figure 120: Activities done, February 2014
- Figure 121: Crest – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 122: Crest – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 123: Crest – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 124: Crest – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 125: Colgate – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 126: Colgate – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 127: Colgate – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 128: Colgate – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 129: Listerine – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 130: Listerine – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 131: Listerine – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 132: Listerine – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 133: Scope – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 134: Scope – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 135: Scope – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 136: Scope – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 137: Oral-B – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 138: Oral-B – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 139: Oral-B – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 140: Oral-B – Activities done – I have researched the brand on social media to, by demographics, February 2014
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- Figure 141: Philips Sonicare – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
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- Figure 142: Philips Sonicare – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
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- Figure 143: Philips Sonicare – Activities done – I follow/like the brand on social media because, by demographics, February 2014
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- Figure 144: Philips Sonicare – Activities done – I have researched the brand on social media to, by demographics, February 2014
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Appendix – Trade Associations
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