Table of Contents
Executive Summary
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- Mouthwash segment slows overall market growth
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- Figure 1: Best and worst-case forecast for UK retail sales of oral care products, 2010-20
- Driving engagement with men and seniors
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- Figure 2: Repertoire of times of day oral care routines carried out, March 2015
- Toothpaste accounts for largest share of launch activity
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- Figure 3: New launches in the UK oral care market, by product segment, January 2012-March 2015
- Natural ingredients could help to increase mouthwash usage
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- Figure 4: Oral care product usage, March 2015
- Young adults have more oral health concerns
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- Figure 5: Oral health concerns, March 2015
- Fresh mouth indicates cleanliness to seven in 10
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- Figure 6: Oral hygiene indicators, March 2015
- Opportunity to expand smart technology
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- Figure 7: Brushing technique, March 2015
- What we think
Issues and Insights
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- Engaging with the senior oral care market
- The facts
- The implications
- Nudging men into better oral care habits
- The facts
- The implications
- Bolstering sales in the mouthwash market
- The facts
- The implications
Market Drivers
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- Key points
- Oral care regimens
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- Figure 8: Repertoire of times of day oral care routines carried out, March 2015
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- Figure 9: Oral care routine, March 2015
- Nearly three in 10 unhappy with appearance of their teeth
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- Figure 10: Contentment with appearance of teeth, September 2014
- Number of dentist visits rises
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- Figure 11: Number of patients and the percentage of the population seen by an NHS dentist in the 24 months to June 2011 and June 2014, England
- Figure 12: Number of dentists with NHS activity in England, 2006-07/2013-14
- War on sugar offers further opportunities to oral care sector
- Nearly half of all 15-year-olds show signs of tooth decay
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- Figure 13: Percentage of children with obvious decay experience in permanent teeth, by age, 2003 and 2013
- Opportunity to better engage with senior market
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- Figure 14: Trends in the age structure of the UK population, 2009-19
Who’s Innovating?
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- Key points
- Toothpaste accounts for largest share of launch activity
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- Figure 15: New launches in the UK oral care market, by product segment, January 2012-March 2015
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- Figure 16: Examples of dental ancillary product launches, January 2014-March 2015
- New products account for over seven in 10 launches
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- Figure 17: New launches in the UK oral care market, by launch type, January 2012-March 2015
- Figure 18: Examples of toothbrush product launches, January 2014-March 2015
- Newer technologies in electric brushing emerge
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- Figure 19: Kolibree toothbrush, 2015
- Independent brands regain dominance over launch activity
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- Figure 20: New launches in the UK oral care market, branded versus own-label, January 2012-March 2015
- Figure 21: NPD in the UK oral care market, by top 10 ultimate companies and other (based on 2014), January 2012-March 2015
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- Figure 22: Colgate Maximum Cavity Protection range, 2014
- Figure 23: Examples of product launches by GSK in the UK oral care market, 2014
- Rise of smaller oral care brands
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- Figure 24: Examples of product launches by companies from outside the top 10, January 2012-March 2015
- Whitening claims gain further traction in mouthwash category
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- Figure 25: Top 10 product positioning claims (in 2014) in the mouthwash sub-category, January 2012-March 2015
- Figure 26: Mouthwash launches carrying whitening claims, January 2014-March 2015
- Rise in toothbrushes aimed at babies and young children
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- Figure 27: Top 10 product positioning claims (in 2014) in the toothbrush sub-category, January 2012-March 2015
- Figure 28: Examples of toothbrushes launches designed for babies/toddlers and children aged 5-12, 2014
- Whitening claims take inspiration from technology sector
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- Figure 29: Top 10 product positioning claims (in 2014) in the toothpaste sub-category, January 2012-March 2015
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- Figure 30: Examples of whitening toothpastes using technology-inspired language, 2014
- Growth in antibacterial claims
- Flossing on-the-go
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- Figure 31: Top 10 product positioning claims (in 2014) in the dental ancillaries sub-category, January 2012-March 2015
Market Size and Forecast
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- Key points
- Growth hampered by mouthwash segment
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- Figure 32: UK retail value sales of oral care products, 2015-20
- Denture products to drive growth
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- Figure 33: Best and worst-case forecast of UK retail value sales of oral care products, 2010-20
- Forecast methodology
Segment Performance
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- Key points
- High price point drives value sales of toothbrushes and toothpaste
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- Figure 34: UK retail value sales of oral care, by sector, years ending December 2013 and 2014
- Mouthwash sales decline
- Denture products and dental accessories boom
Market Share
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- Key points
- Colgate leads toothpaste market
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- Figure 35: UK retail value sales of toothpaste, by brand, years ending March 2014 and 2015
- Oral-B dominates toothbrush category
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- Figure 36: UK retail value sales of toothbrushes, by brand, years ending March 2014 and 2015
- Colgate enjoys increase in value sales in mouthwash segment
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- Figure 37: UK retail value sales of mouthwash, by brand, years ending March 2014 and 2015
- Fixodent drives sales of denture products
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- Figure 38: UK retail value sales of denture products, by brand, years ending March 2014 and 2015
- Own-label stands out in dental accessories market
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- Figure 39: UK retail value sales of dental accessories, by brand, years ending March 2014 and 2015
Companies and Products
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- Colgate-Palmolive
- Background and structure
- Strategy and financial performance
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- Figure 40: Colgate-Palmolive (UK) Limited financial performance, 2011-12
- Product range and innovation
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- Figure 41: Examples of new product launches by Colgate-Palmolive in the oral care products market, May 2014-April 2015
- Marketing and advertising
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- Figure 42: Main monitored advertising spend in the UK oral care category, by Colgate-Palmolive, January 2012-March 2015
- GlaxoSmithKline
- Background and structure
- Strategy and financial performance
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- Figure 43: Glaxo-smithkline UK Limited financial performance, 2012-13
- Product range and innovation
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- Figure 44: Examples of new product launches by GSK in the oral care products market, May 2014-April 2015
- Marketing and advertising
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- Figure 45: Main monitored advertising spend in the UK oral care products category, by GSK, January 2012-March 2015
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 46: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2013-14
- Product range and innovation
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- Figure 47: Examples of new product launches by P&G in the oral care products market, May 2014 – April 2015
- Marketing and advertising
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- Figure 48: Main monitored advertising spend in the UK oral care category, by P&G, January 2012-March 2015
- Johnson & Johnson (McNeil Products)
- Background and structure
- Strategy and financial performance
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- Figure 49: McNeil Healthcare (UK) Limited financial performance, 2012-13
- Product range and innovation
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- Figure 50: Examples of new product launches by Johnson & Johnson in the oral care products market, May 2014-April 2015
- Marketing and advertising
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- Figure 51: Main monitored advertising spend in the UK oral care category, by Johnson & Johnson, January 2012-March 2015
- Church & Dwight
- Background and structure
- Strategy and financial performance
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- Figure 52: Church & Dwight (UK) Limited financial performance, 2012-13
- Product range and innovation
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- Figure 53: Examples of new product launches by Church & Dwight in the oral care products market, May 2014-April 2015
- Marketing and advertising
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- Figure 54: Main monitored advertising spend in the UK oral care category, by Church & Dwight, January 2012-March 2015
Brand Research
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- Key points
- Brand map
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- Figure 55: Attitudes towards and usage of selected brands, March 2015
- Key brand metrics
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- Figure 56: Key metrics for selected brands, March 2015
- Brand attitudes: Colgate is most trusted brand on display
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- Figure 57: Attitudes, by brand, March 2015
- Brand personality: Aquafresh’s colourful branding and promotion encourages fun image
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- Figure 58: Brand personality – Macro image, March 2015
- Oral-B and Listerine have the advantage in perceived expertise
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- Figure 59: Brand personality – Micro image, March 2015
- Brand analysis
- Colgate manages to appeal to a wide cross-section of the public
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- Figure 60: User profile of Colgate, March 2015
- Oral-B has innovative image through technological and electronic expertise
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- Figure 61: User profile of Oral-B, March 2015
- Listerine potentially has scope to extend product breadth
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- Figure 62: User profile of Listerine, March 2015
- Aquafresh’s usage limited by particularly youthful image
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- Figure 63: User profile of Aquafresh, March 2015
- Arm & Hammer lacks relevant brand image and may struggle to boost usage
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- Figure 64: User profile of Arm & Hammer, March 2015
Brand Communication and Promotion
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- Key points
- Small rise in advertising expenditure in 2014
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- Figure 65: Main monitored advertising spend in the UK oral care category, by sub-category, January 2012-March 2015
- GSK leads advertising expenditure
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- Figure 66: Main monitored advertising spend in the UK oral care category, by advertiser, January 2012-March 2015
- Colgate and Oral-B lead brand expenditure in 2014
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- Figure 67: Main monitored advertising spend in the UK oral care category, by top 10 brands and other, 2014
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- Figure 68: Listerine World Cup Tweet, June 2014
- Opportunity to explore alternative advertising channels
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- Figure 69: Main monitored advertising spend in the UK oral care category, by media type, January 2012-March 2015
Channels to Market
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- Key points
- Restructuring oral care aisles
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- Figure 70: UK retail value sales of oral care products, by outlet type, 2013 and 2014
- Discounters grow share of market
- Opportunity to expand oral care vending sales
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- Figure 71: Purchase of oral care products from vending machines in last 12 months, by selected demographics, August 2014
The Consumer – Usage of Oral Care Products
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- Key points
- Manual versus electric
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- Figure 72: Toothbrush usage, March 2015
- Men prefer firmer toothbrushes
- Over four in 10 use whitening toothpastes
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- Figure 73: Toothpaste usage, March 2015
- 17% of adults use an alcohol-free mouthwash
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- Figure 74: Mouthwash usage, March 2015
- Just 43% use dental floss
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- Figure 75: Usage of other oral care products, March 2015
The Consumer – Oral Health Concerns
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- Key points
- Younger consumers most engaged over dental concerns
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- Figure 76: Oral health concerns, March 2015
- Thinning enamel concerns 52% of adults
- Half of all adults concerned about bad breath
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- Figure 77: Oral health concerns, March 2015
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- Figure 78: Mint device and accompanying smartphone app, February 2015
- Opportunity to drive oral care education amongst men
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- Figure 79: Oral health concerns, March 2015
- Regular brushers more concerned about their teeth and gums
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- Figure 80: Oral health concerns, any concerned, by daily product users, March 2015
- Fresh mouth indicates cleanliness to seven in 10
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- Figure 81: Oral hygiene indicators, March 2015
- Older adults more influenced by fresh feeling
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- Figure 82: Selected oral hygiene indicators, by age, March 2015
The Consumer – Brushing Technique
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- Key points
- Opportunity to expand smart technology
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- Figure 83: Brushing technique, March 2015
- Improving oral care routines for manual toothbrush users
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- Figure 84: Length of brushing time, by electric toothbrush users versus manual toothbrush users, March 2015
- Opportunity to increase oral care awareness amongst older consumers
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- Figure 85: Brushing technique, March 2015
Appendix – Who’s Innovating?
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- Figure 86: New launches in the UK oral care market, by launch type and sub category, 2014
- Figure 87: New launches in the UK oral care market, by launch type and branded versus own-label, 2014
- Figure 88: New launches in the UK oral care market, by subcategory and branded versus own-label, 2014
- Figure 89: New launches in the UK oral care market, by launch type of top five ultimate companies, 2014
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Appendix – Brand Communication and Promotion
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- Figure 90: Advertising expenditure in the UK oral care category, by segment, January 2012-March 2015
- Figure 91: Advertising expenditure in the UK oral care category, by brand, 2014
- Figure 92: P&G advertising expenditure in the UK oral care category, January 2012-March 2015
- Figure 93: Colgate-Palmolive advertising expenditure in the UK oral care category, January 2012-March 2015
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