Table of Contents
Executive Summary
-
- Growth in oral care market slows
-
- Figure 1: Best- and worst-case forecast of UK value sales of oral care products, 2011-21
- Decline in new innovation mars sales growth
-
- Figure 2: New launches in the UK oral care market, by launch type, 2013-16
- Bolstering own-label oral care
- Manual toothbrushes dominate
-
- Figure 3: Usage of oral hygiene equipment in the last three months, March 2016
- Treating dental complaints
-
- Figure 4: Oral care concerns experienced in the last 12 months, March 2016
- Pro-ageing claims could help brands engage with seniors
-
- Figure 5: Factors negatively impacting appearance of teeth, March 2016
- Developing more thorough oral care habits in kids
-
- Figure 6: Parents’ attitudes towards children’s oral care, March 2016
- What we think
Issues and Insights
-
- Expanding own-label in the oral care market
- The facts
- The implications
- Tapping into the beauty and fashion market
- The facts
- The implications
The Market – What You Need to Know
-
- Growth in oral care market begins to slow
- Mouthwash sales continue to sink…
- …whilst sales of dental accessories enjoy strong growth
- Supermarkets continue to perform well
- UK age profile continues to change
- Smoking rates decline
- War on sugar continues to rage
- Tooth decay still on the rise among children
Market Size and Forecast
-
- Growth in oral care market begins to slow
-
- Figure 7: UK retail value sales of oral care products, at current and constant prices, 2011-21
- Further innovation generates more sustained growth
-
- Figure 8: Best- and worst-case forecast of UK value sales of oral care products, 2011-21
Segment Performance
-
- Sales of toothpaste and toothbrushes on the rise
-
- Figure 9: UK retail value sales of oral care products, by segment, 2014 and 2015
- Mouthwash sales continue to sink…
- …whilst sales of dental accessories enjoy strong growth
Channels to Market
-
- Supermarkets continue to perform well
-
- Figure 10: UK retail value sales of oral care products, by outlet type, 2014 and 2015
Market Drivers
-
- Ageing population poses opportunities for oral care brands
-
- Figure 11: Trends in the age structure of the UK population, 2010-20
- Baby boom slows
-
- Figure 12: Trends in the number of live births, England and Wales, 2004-14
- Proportion of population visiting dentist stumbles
-
- Figure 13: Number of patients and the percentage of the population seen by an NHS dentist in the 24 months to June 2011 and December 2015, England
-
- Figure 14: NHS dental charges in England, 2011-17
- Smoking rates decline
-
- Figure 15: Proportion of people aged 16 and over who smoke cigarettes in Great Britain, by sex, 1980-2013
- War on sugar continues to rage
-
- Figure 16: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
- Tooth decay still on the rise among children
- Study finds children’s toothpaste no different to regular
Key Players – What You Need to Know
-
- Colgate dominates toothpaste market
- Corsodyl inches ahead of Colgate in mouthwash market
- Decline in true innovation contributes to slowing value sales growth
- Growth in mouthwash launches
- Advertising investment continues to grow
Market Share
-
- Colgate dominates toothpaste market
-
- Figure 17: Retail value sales of toothpaste, by brand, years ending March 2015 and 2016
- Electric toothbrush brands perform well
-
- Figure 18: Retail value sales of toothbrushes, by brand, years ending March 2015 and 2016
- Corsodyl inches ahead of Colgate in mouthwash market
-
- Figure 19: Retail value sales of mouthwash, by brand, years ending March 2015 and 2016
- Fixodent grows share of denture accessories market
-
- Figure 20: Retail value sales of denture products, by brand, years ending March 2015 and 2016
- Brands begin to develop in dental accessories category
-
- Figure 21: Retail value sales of dental accessories, by brand, years ending March 2015 and 2016
Launch Activity and Innovation
-
- Growth in mouthwash launches
-
- Figure 22: New launches in the UK oral care market, by product segment, 2013-16
- Figure 23: Product launch examples from the mouthwash sub-category, 2015
- Decline in new innovation contributes to slowing value sales growth
-
- Figure 24: New launches in the UK oral care market, by launch type, 2013-16
- Figure 25: Examples of “new product” launches in the UK oral care market, 2015
- Electric toothbrush launches tap into fashion trends
-
- Figure 26: Bruzzoni Global toothbrushes, January 2016
- Branded vs own-label
-
- Figure 27: New launches in the UK oral care market, branded versus own-label, 2013-16
- Colgate leads launch activity
-
- Figure 28: NPD in the UK oral care market, by top 10 ultimate companies and other (based on 2015), 2013-16
-
- Figure 29: Product launch examples from Colgate-Palmolive, January 2015-March 2016
- Product claims
- Dental ancillary product claims
-
- Figure 30: Product launch examples in the dental ancillaries sub-category, 2014-15
- Figure 31: Examples of launches in the dental ancillaries sub-category carrying “antibacterial”, “odour-neutralising” and/or “breath-freshening” claims, 2015
- Mouthwash aims for more natural perceptions
-
- Figure 32: Top 10 fastest-growing product positioning claims in the mouthwash sub-category, 2014-15
- Toothpaste claims also skew natural
-
- Figure 33: Top 10 fastest-growing product positioning claims in the toothpaste sub-category, 2014-15
- Figure 34: Examples of product launches in the toothpaste category carrying natural claims, 2015
- Increase in toothbrush NPD aimed at kids
-
- Figure 35: Top 10 fastest-growing product positioning claims in the toothbrush sub-category, 2014-15
- Electric toothbrushes also tap into kids market
-
- Figure 36: Philips Sonicare For Kids, August 2015
- Figure 37: Buddies Tooth Brushing System, November 2015
-
- Figure 38: ISSA mikro, April 2016
Advertising and Marketing Activity
-
- Advertising investment continues to grow
-
- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, 2013-16
- Transforming outdoor advertising
-
- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by media type, 2013-16
- Oral-B and Colgate lead advertising expenditure
-
- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by top 10 brands and other, 2015
- Figure 42: Oral-B ‘May the 4th be with you’ campaign, May 2015
- Colgate takes beauty angle
-
- Figure 43: Colgate Max White Toothbrush + Whitening Pen, 2016
- Corsodyl continues to shock
-
- Figure 44: Corsodyl ‘Dreams’ campaign, March 2016
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 45: Attitudes towards and usage of selected brands, April 2016
- Key brand metrics
-
- Figure 46: Key metrics for selected brands, April 2016
- Brand attitudes: Colgate proves most trustworthy
-
- Figure 47: Attitudes, by brand, April 2016
- Brand personality: Aquafresh deemed ‘fun’
-
- Figure 48: Brand personality – Macro image, April 2016
- Perceptions of Pearl Drops skew negative
-
- Figure 49: Brand personality – Micro image, April 2016
- Brand analysis
- Three quarters of all adults have used Colgate products in the last 12 months
-
- Figure 50: User profile of Colgate, April 2016
- Sensodyne enjoys strong differentiation
-
- Figure 51: User profile of Sensodyne, April 2016
- Aquafresh must do more to stand out
-
- Figure 52: User profile of Aquafresh, April 2016
- Educational campaigns could help boost Dentyl Active
-
- Figure 53: User profile of Dentyl Active, April 2016
- Perceptions of Pearl Drops skew negative
-
- Figure 54: User profile of Pearl Drops, April 2016
The Consumer – What You Need to Know
-
- Bristle strength education
- Electric toothbrush penetration rises
- Replacing oral care equipment
- Treating dental complaints
- Non-alcoholic drinks deemed to have biggest impact on teeth
- Pro-ageing claims could help brands engage with seniors
- Developing more thorough oral care habits in kids
- Branded vs own-label
Usage and Replacement of Oral Care Equipment
-
- Manual toothbrushes dominate
-
- Figure 55: Usage of oral hygiene equipment in the last three months, March 2016
- Bristle strength education
- Electric toothbrush penetration rises
-
- Figure 56: Usage of electric manual and electric toothbrushes, March 2015 and March 2016
-
- Figure 57: Shelf image from London Boots store, May 2016
- Dental floss usage declines
-
- Figure 58: Usage of oral hygiene equipment in the last three months, March 2015 and March 2016
- Men fall behind for dental floss usage
-
- Figure 59: Usage of dental floss in the last three months, by gender, March 2016
- Replacing oral care equipment
-
- Figure 60: Regularity of replacing oral care equipment, March 2016
Oral Care Complaints and Treatments Sought
-
- Treating dental complaints
-
- Figure 61: Oral care concerns experienced in the last 12 months, March 2016
- Changing oral care habits
-
- Figure 62: Oral care concerns most likely to see consumers make changes^ to their oral care habits, by gender, March 2016
Factors Impacting Appearance of Teeth
-
- Non-alcoholic drinks deemed to have biggest impact on teeth
-
- Figure 63: Factors negatively impacting appearance of teeth, March 2016
-
- Figure 64: Examples of oral care product launches offering sugar-neutralising benefits, January 2015-March 2016
- Pro-ageing claims could help brands engage with seniors
-
- Figure 65: Proportion of adults indicating that ageing has impacted the appearance of their teeth, by gender and age, March 2016
- Nearly a quarter cite poor hygiene as cause of dental imperfections
-
- Figure 66: Proportion of adults citing poor dental hygiene as having negative impact of appearance of their teeth, by gender and age, March 2016
Attitudes towards Children’s Oral Care
-
- 62% of parents interested in dental care monitoring tools
-
- Figure 67: Parents’ attitudes towards children’s oral care, March 2016
- Developing more thorough oral care habits in kids
-
- Figure 68: Parents’ attitudes towards children’s oral care, March 2016 (continued)
- Tapping into pester power
-
- Figure 69: Oral-B ‘May the 4th be with you’ campaign, May 2015
- Encouraging regular dentist appointments
-
- Figure 70: Parents’ attitudes towards children’s oral care – Regularity of taking children to the dentist, March 2016
- Branded vs own-label
-
- Figure 71: Parent’s attitudes towards children’s oral care – Branded vs own-label, March 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Forecast methodology
- Brand research
- Brand map
- Correspondence analysis
Back to top