The oral care category saw a slowdown in growth in 2014, with value sales rising 2.9% year-on-year to £1.1 billion as value and volume sales of mouthwash declined following a previously strong performance.

Whilst the essential nature of toothbrushes and toothpaste means that that portion of the market is relatively protected in terms of sales, recent media attention over the supposed link between excessive mouthwash usage and oral cancers have likely contributed to reduced usage of the segment; mouthwashes formulated with naturally derived ingredients could therefore help dispel concerns and attract lapsed users. Brands could also look to further grow sales by further appealing to men and seniors, two groups which have historically proven to be less engaged in oral care.

This report explores the different types of oral care products people use and their underlying oral health concerns. In addition, this report investigates what indicators people use to signify that they have cleaned their teeth properly, and also looks at brushing techniques.

This report covers the UK consumer market for oral hygiene products, including products in the following categories:

• Toothbrushes – standard manual, electric (rechargeable), battery-powered (non-rechargeable), replacement toothbrush heads, travel brushes and combined toothbrush/tongue scrapers

• Toothpaste – including pastes, gels, polish and powder formats

• Mouthwash/rinse – primarily for the maintenance of dental and oral hygiene, includes medicated and non-medicated

• Denture products – cleaners and fixatives and cleaners for orthodontic appliances

• Dental accessories/ancillaries – includes cosmetic whitening products, eg gels, fresh breath dental chewing gum (eg Colgate Whitening Dental Gum) with product licences for the treatment and maintenance of oral hygiene, tongue scrapers, fresh breath strips and other breath fresheners, dental floss/tape, nterdental sticks and brushes, disclosing tablets.

Products used solely by the dental profession or products available only on prescription.

General-purpose antiseptic liquids, treatments for sore throats and products for the treatment of oral lesions, sores and mouth ulcers, such as gums, pastilles and teething gels are not included in the market size data, but are discussed within the scope of the report.

The report only covers retail sales, although the proportion of products sold direct via dental surgeries will also be discussed where appropriate.

Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2015 prices are calculated using Mintel’s Chemist Goods deflator.

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