Table of Contents
Executive Summary
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- The issues
- Slow growth due to high household penetration of oral care products
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- Figure 1: Total US sales and fan chart forecast of oral care, at current prices, 2011-21
- Whitening kits face challenges
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- Figure 2: Select attitudes toward teeth whitening, March 2016
- Older consumers least likely to use oral care, but more likely to suffer oral care issues
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- Figure 3: Select oral care product usage, any use, by generations, March 2016
- The opportunities
- Hispanics’ lack of dental coverage, expanding population, spell opportunity
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- Figure 4: Select oral care product usage, currently use, by Hispanic origin, March 2016
- Households with children are engaged in the category
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- Figure 42: Children's oral care, March 2016
- Personalizing oral care
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- Figure 6: Oral-B brand perceptions, March 2016
- What it means
The Market – What You Need to Know
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- Slow growth due to market saturation
- Toothpaste accounts for highest category share
- Demographics figure strongly into product usage
Market Size and Forecast
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- Slow growth projected
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- Figure 7: Total US sales and fan chart forecast of oral care, at current prices, 2011-21
- Figure 8: Total US sales and forecast of oral care, at current prices, 2011-21
Market Breakdown
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- Toothpaste leads among segments
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- Figure 9: Total US retail sales of oral care, by segment, at current prices, 2014 and 2016
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- Figure 10: Share of oral care sales, by segment, at current prices, 2016
Market Perspective
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- Professional whitening services slow OTC whitening product sales
Market Factors
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- High household penetration results in slow growth
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- Figure 11: Usage of oral care products, 2009-15
- Product usage influenced by demographic factors
- Hispanics are heavy users; seeing above-average population growth
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- Figure 12: Select oral care product usage, currently use, by Hispanic origin, March 2016
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- Figure 13: Population by race and Hispanic origin, 2010-20
- Households with children are above-average oral care users
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- Figure 14: Oral care product usage, currently use, by presence of children, March 2016
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- Figure 15: Households, by presence of own children, 2013
- Older consumers
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- Figure 16: Oral care product usage, currently use, by age, March 2016
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- Figure 17: Population, by age, 2011-21
Key Players – What You Need to Know
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- Small group of leading companies
- Brand growth from technology products and old standbys
- Whitening products suffer from negative consumer perceptions
- Standby brands suffer from competition, cannibalization
- Technological innovations, two-step systems, whitening, and sensitivity
Manufacturer Sales of Oral Care
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- Four major players account for majority of MULO sales
- Manufacturer sales of oral care
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- Figure 18: MULO sales of oral care, by leading companies, rolling 52-weeks 2015 and 2016
What’s Working?
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- Oral-B banks on toothbrush technology
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- Figure 19: Oral-B power toothbrush TV ad, 2016
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- Figure 20: MULO sales of Oral-B toothbrushes, rolling 52-weeks 2015 and 2016
- Tom’s of Maine toothpaste leverages natural positioning
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- Figure 21: MULO sales of Tom’s of Maine toothpaste, rolling 52-weeks 2015 and 2016
- Sensodyne’s unique positioning drives growth
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- Figure 22: MULO sales of Sensodyne toothpaste, rolling 52-weeks 2015 and 2016
- Listerine grows mouthwash and floss/accessory sales
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- Figure 23: Listerine TV ad, 2016
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- Figure 24: MULO sales of Listerine mouthwash, rolling 52-weeks 2015 and 2016
What’s Struggling?
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- Teeth whitening product sales continue to decline
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- Figure 25: Select attitudes toward teeth whitening, March 2016
- Arm & Hammer toothbrushes struggling
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- Figure 26: MULO sales of Arm & Hammer toothbrushes, rolling 52-weeks 2015 and 2016
What’s Next?
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- Technological innovation personalizes oral care
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- Figure 27: Oral-B 7000 YouTube video, 2016
- Crest two-step systems address deep cleaning and polishing
- Sensodyne True White targets whitening alongside tooth sensitivity
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- Figure 28: Sensodyne True White toothpaste TV ad, 2016
The Consumer – What You Need to Know
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- Near penetration for everyday products, less so for support products
- Opportunity for multipurpose products
- Whitening kits mostly perceived negatively
- Consumers divided over natural products
- High use and interest in children’s oral care products
- Perceptions similar across leading oral care brands
Oral Care Product Usage
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- Opportunity for expanded oral care repertoire
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- Figure 29: Oral care product usage, March 2016
- Oral care use declines with age
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- Figure 30: Select oral care product usage, any use, by generations, March 2016
- Household income impacts usage
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- Figure 31: Oral care product usage, any use, by household income, March 2016
Important Product Attributes
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- Plaque removal, cavity prevention, breath freshening most important
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- Figure 32: Important product claims, March 2016
- Cosmetic benefits most important to younger generations
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- Figure 33: Important product claims, by generations, March 2016
- Hispanics less apt to look for health attributes
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- Figure 34: Important product claims, by Hispanic origin, March 2016
- Plaque removal and breath freshening are point-of-entry claims
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- Figure 35: TURF analysis – Product claims, March 2016
- Figure 36: Table - TURF analysis – Product claims, March
- Methodology
Attitudes toward Teeth Whitening
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- Whitening kits considered costly, but white teeth generate confidence
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- Figure 37: Attitudes toward teeth whitening, March 2016
- Older Millennials least concerned about negative effects
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- Figure 38: Attitudes toward teeth whitening, by Millennials, March 2016
Attitudes toward Natural Oral Care Products
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- Cost aversion and skepticism toward natural products
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- Figure 39: Attitudes toward natural products, March 2016
- Millennials divided on natural products
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- Figure 40: Select attitudes toward natural products, by Millennials, March 2016
- Hispanics also divided over natural products
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- Figure 41: Select attitudes toward natural products, by Hispanic origin, March 2016
Children’s Oral Care
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- High use of child-specific products among family households
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- Figure 42: Children's oral care, March 2016
- Products that make child oral care easier will appeal to Hispanics
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- Figure 43: Select attitudes toward children's oral care, by Hispanic origin, March 2016
Brand Perceptions
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- Little differentiation across leading oral care brands
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- Figure 44: Correspondence analysis – Brand perceptions, March 2016
- Methodology
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- Figure 45: Brand perceptions, March 2016
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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- Market size
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- Figure 46: Total US sales and forecast of oral care, at inflation-adjusted prices, 2011-21
- Market segments
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- Figure 47: Total US sales and forecast of toothbrushes, by type, at current prices, 2011-16
- Figure 48: Total US sales and forecast of toothpaste, at current prices, 2011-21
- Figure 49: Total US sales and forecast of mouthwash, at current prices, 2011-21
- Figure 50: Total US sales and forecast of floss and accessories/tools, at current prices, 2011-21
- Figure 51: Total US sales and forecast of teeth whiteners, at current prices, 2011-21
- Retail channels
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- Figure 52: Total US retail sales of oral care products, by channel, at current prices, 2014 and 2016
- Figure 53: Total US retail sales of oral care products, by channel, at current prices, 2014 and 2016
Appendix – Key Players
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- Figure 54: MULO sales of toothbrushes, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 55: MULO sales of toothpaste, by leading companies and brands, rolling 52-weeks 2015 and 2016
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- Figure 56: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 57: MULO sales of floss/accessories, by leading companies and brands, rolling 52-weeks 2015 and 2016
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- Figure 58: MULO sales of bleaching/whitening kits, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 59: Top 20 selling gum health toothpastes, 52-weeks ending Feb. 21, 2016
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Appendix – Consumer
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- Figure 60: Kinds of toothpaste used, October 2014-December 2015
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- Figure 61: Use of power toothbrushes, October 2014-December 2015
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- Figure 62: Type of power toothbrush used, October 2014-December 2015
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- Figure 63: Dentist visits, October 2014-December 2015
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- Figure 64: Oral care expenditures, October 2014-December 2015
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