What you need to know

Value sales growth in the UK oral care market has gradually slowed in recent years as a result of falling mouthwash sales and declining innovation, rising just 1.6% in 2015 to £1.06 billion. There is scope for own-label to expand its presence in the category, whilst independent brands can widen their appeal by further alignment with the beauty and personal care market.

Parents are largely mindful of their children’s oral hygiene, although there remain opportunities to broaden the repertoire of oral care products used, such as encouraging flossing from an early age.

Products covered in this Report

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, interdental sticks and brushes, disclosing tablets.

Excluded

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.

Back to top