Table of Contents
Executive Summary
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- The issues
- Category experiences steady growth, benefiting from strong floss/accessories/tools sales
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- Figure 1: Total US sales and fan chart forecast of oral care products, at current prices, 2009-19
- Toothbrushing is widespread, fewer consumers using mouthwash and floss
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- Figure 2: Perform oral care at least once per day, by age, January 2015
- Parents express confusion over proper children’s oral care
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- Figure 3: Attitudes toward children’s oral care, January 2015
- The opportunities
- Focus on increased product usage, especially through portable oral care products
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- Figure 4: Toothbrushing routine, by age, January 2015
- Address common consumer concerns regarding yellowing teeth, sensitivity
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- Figure 5: Oral care concerns – Any, January 2015
- Educate consumers on children’s oral care
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- Figure 6: Attitudes toward children's oral care, by gender and age, January 2015
- What it means
The Market – What You Need to Know
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- Oral care poised for slow, steady growth
- Professional whitening becomes more prevalent
- Population shifts present both challenges and opportunities for oral care market
Market Size and Forecast
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- Historic and projected sales for oral care
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- Figure 7: Total US sales and fan chart forecast of market, at current prices, 2009-19
- Figure 8: Total US sales and forecast of market, at current prices, 2009-19
Market Breakdown
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- Toothpaste remains largest segment, gains seen in floss/accessories/tools
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- Figure 9: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
- MULO channels being impacted by online sales
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- Figure 10: MULO sales as share of total market sales, by segment, 2009-14
Market Perspective
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- Professional whitening slows bleaching/whitening sales
- Oral care competes for share of consumer’s personal care dollars
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- Figure 11: Share of personal care sales, by category, 2014 (est)
Market Factors
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- Population shifts impact children’s products, opportunities with older consumers
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- Figure 12: Population by age, 2010-20
- Median household incomes improving
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- Figure 13: Median household income, 2003-13
- Lack of dental insurance boosts product usage
- Opportunities with growing population of Black, Hispanic, and Asian consumers
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- Figure 14: Population by race and Hispanic origin, 2010-20
- Consumer awareness of the link between oral health and overall health
Key Players – What You Need to Know
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- MULO oral care market dominated by P&G and Colgate-Palmolive
- Floss/accessories/tools most successful market segment
- Sales of toothbrushes and bleaching/whitening kits struggle
- Portability, sensitivity, and advanced technology provide opportunities for future growth
Manufacturer Sales of Oral Care Products
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- Leading brands continue to dominate
- Manufacturer sales of oral care products
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- Figure 15: Leading manufacturer sales of oral care products, 2014 and 2015
What’s Working?
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- Accessories/tools lifted by product innovations and brush head replacements
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- Figure 16: MULO sales of select accessories/floss products, 52-weeks ending Feb. 22, 2015
- Colgate Optic White products boost floss/accessories/tools segment
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- Figure 17: MULO sales of select Colgate Optic White products, 52-weeks ending Feb. 22, 2015
- Strong performance in natural toothpastes improves segment
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- Figure 18: MULO sales of select natural toothpaste products, 52-weeks ending Feb. 22, 2015
- Mouthwash segment given a boost by children’s mouthwash sales
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- Figure 19: MULO sales of select children’s mouthwash products, 52-weeks ending Feb. 22, 2015
What’s Struggling?
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- Power toothbrush sales struggle as brush head sales prosper
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- Figure 20: MULO sales of select power toothbrushes, 2012-14
- Increased whitening options lead to sluggish bleaching/whitening kit sales
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- Figure 21: MULO sales of select bleaching/whitening kits, 2012-14
- Floss sales struggle in light of increased options for floss alternatives
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- Figure 22: MULO sales of select floss products, 2012-14
What’s Next?
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- Greater variety of portable oral care products
- New whitening options
- Sensitive tooth solutions
- Advanced technology integrations
The Consumer – What You Need to Know
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- Opportunities to increase oral care activities throughout the day
- Consumers report multiple oral care concerns
- Consumers lack dental insurance, not visiting the dentist
- Confusion over children’s oral care presents opportunities
Oral Care Product Usage
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- Toothbrushing most common oral care activity, yet toothbrush sales struggle
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- Figure 23: Perform oral care at least once per day, January 2015
- More portable oral care options may increase product usage
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- Figure 24: Toothbrushing routine, by age, January 2015
- Opportunities exist with Black, Hispanic, and Asian populations
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- Figure 25: Oral care use (mean), by race/Hispanic origin, January 2015
- Usage of bleaching/whitening products remains flat
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- Figure 26: Usage of bleaching/whitening products, November 2008-December 2014
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- Figure 27: Brand usage of tooth whiteners, November 2013-December 2014
Oral Care Attitudes
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- Younger consumers express more concerns over oral health
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- Figure 28: Any concerned with oral care, all and 18-34s, January 2015
- Signs of a clean mouth
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- Figure 29: Top signs of a clean mouth, January 2015
Interest in New Products
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- Functional innovations are of highest interest to consumers
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- Figure 30: Interested and would pay more for functional oral care benefits, by gender, January 2015
- Consumers concerned about ingredients, interested in new products
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- Figure 31: Interest in oral care innovations, January 2015
Dentist Visits
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- Consumers lack insurance, not visiting the dentist often enough
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- Figure 32: Have visited a dentist and have dental insurance, by race/Hispanic origin, November 2013-December 2014
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- Figure 33: Have visited a dentist and have dental insurance, by household income, November 2013-December 2014
Children’s Oral Care
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- Confusion exists over proper children’s oral care
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- Figure 34: Attitudes toward children’s oral care, by age of parent, January 2015
- Children’s oral care routines
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- Figure 35: Children’s oral care habits, by age of parent, January 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 36: Total US retail sales and forecast of oral care products, at inflation-adjusted prices, 2009-19
- Figure 37: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
- Figure 38: Total US retail sales of oral care products, by channel, at current prices, 2012 and 2014
- Figure 39: Total US retail sales of toothbrushes, by type, at current prices, 2009-14
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Appendix – Key Players
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- Figure 40: MULO sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 41: MULO sales of toothpaste, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 42: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 43: MULO sales of floss/accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 44: MULO sales of bleaching/whitening kits, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 45: GNPD new product claims, mouthwash and floss, 2014
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Appendix – Consumer
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- Figure 46: Denture use, November 2013-December 2014
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- Figure 47: Tooth whitening types used, November 2013-December 2014
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- Figure 48: Usage of bleaching/whitening products, November 2008-December 2014
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