Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- Sales growth projected to remain steady for 2017 and beyond
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- Figure 1: Total US sales and fan chart forecast of oral care products, at current prices, 2012-22
- The issues
- Consumers want multiple benefits while seeking value
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- Figure 2: Select oral care purchase influencers, by product, February 2017
- Consumers prefer to stick with what they know
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- Figure 3: Select oral care shopping behaviors, February 2017
- The opportunities
- Consumers need help with their oral health
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- Figure 4: Oral care regimen activities, February 2017
- Sensitivity products are not reaching all sufferers
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- Figure 5: Usage of sensitivity toothpaste and select attitudes toward sensitivity, February 2017
- Some consumers are willing to spend despite budget tendencies
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- Figure 6: Select oral care shopping behaviors, February 2017
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- Figure 7: Interest and ownership of select oral care innovations, February 2017
- What it means
The Market – What You Need to Know
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- Future growth looks steady for oral care
- Sales growth of mouthwash, toothpaste above category rate
- Potential for growth in oral care should dental care access expand
- Aging population, consumer sentiment shape industry
Market Size and Forecast
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- Steady growth persists as habits and benefits drive demand
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- Figure 8: Total US sales and fan chart forecast of oral care products, at current prices, 2012-22
- Figure 9: Total US sales and forecast of oral care products, at current prices, 2012-22
Market Breakdown
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- Toothpaste sales growth exceeds industry, driven by benefits
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- Figure 10: Share of oral care sales, by segment, 2017 (est)
- Mouthwash sales help drive market growth
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- Figure 11: Sales of oral care products, by segment, 2012-17
Market Perspective
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- Dental care expansion could benefit oral care products
Market Factors
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- Older consumers become more vulnerable
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- Figure 12: Population, by age, 2012-22
- Consumer confidence bodes well for higher priced goods
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- Figure 13: Consumer sentiment index, January 2007-February 2017
- Hispanic population growth could mean gains in oral care
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- Figure 14: Population, by race and Hispanic origin, 2012-22
Key Players – What You Need to Know
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- Leading sensitivity brand sees largest growth
- Value, sensitivity, widespread benefits, and natural brands see growth
- Singular benefits and unfamiliar flavors struggle to keep up
- Consumers will be the ultimate judge of “smart” oral care
Company and Brand Sales of Oral Care
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- P&G holds steady amid growth in niche players
- GSK hits the spot with sensitivity
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- Figure 15: MULO sales of oral care, by leading companies, rolling 52-weeks 2016 and 2017
What’s Working?
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- Providing value
- Addressing sensitivity
- Widening benefits beyond just one
- Interest in natural personal care extends to oral care
- Whitening vividly
What’s Struggling?
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- Single benefit products overshadowed by multipurpose
- Unique flavors miss the mark
What’s Next?
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- Fate of ‘smart’ oral care remains to be seen
- Oral care continues to ride the beauty wave
The Consumer – What You Need to Know
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- Consumers prefer toothpaste with benefits
- Toothpaste, mouthwash more involved purchases than tools
- Retailers shopped reflects importance of cost and convenience
- Convenience, reactive, and value summarize shopping behaviors
- Sensitivity sufferers are plenty, yet many don’t treat
- Familiar innovations that address core routines have higher interest
Product Usage and Routines
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- Consumers want toothpaste to work harder
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- Figure 16: Oral care products used in the last six months and regimen activities, February 2017
- Toothpaste most used delivery system for whitening
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- Figure 17: Toothpastes launched with whitening claims, 2012-16
- Nearly half of adults use three to four oral care products
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- Figure 18: Oral care product usage repertoire analysis, February 2017
- Oral care habits, product usage taken more seriously with age
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- Figure 19: Select oral care products used in the last six months, by age, February 2017
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- Figure 20: Regimen activities, by age, February 2017
- Lower toothbrush usage, dental visits seen in Hispanics’ oral health
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- Figure 21: Select oral care products used in the last six months and regimen activities, by Hispanic origin, February 2017
Purchase Influencers
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- Brand dominates purchase decisions
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- Figure 22: Toothpaste brand primarily used, October 2015-November 2016
- Benefits, flavors, and ingredients hold influence
- Cost is influential across category, particularly with tools
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- Figure 23: Oral care purchase influencers, by product, February 2017
- Younger adults more influenced by low cost, benefit, look
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- Figure 24: Select oral care purchase influencers, by toothpaste and mouthwash, by age, February 2017
- Hispanics’ brand loyalty could impact willingness to spend
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- Figure 25: Select oral care purchase influencers of toothpaste, by Hispanic origin, February 2017
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- Figure 26: Select oral care purchase influencers of mouthwash, by Hispanic origin, February 2017
Purchase Location
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- Purchase locations in line with macro retail trends
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- Figure 27: Total US retail sales of oral care, by channel, at current prices, 2012-17
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- Figure 28: Oral care purchase locations, February 2017
- Club and online retailers shopped more for those who use pricier products
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- Figure 29: Club and online purchase locations, by select product usage, February 2017
- Convenience is important, though age dictates retailer choice
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- Figure 30: Oral care purchase locations, by age, February 2017
- Hispanics seek value
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- Figure 31: Oral care purchase locations, by Hispanic origin, February 2017
Shopping Behaviors
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- Consumers seek familiarity, convenience when shopping
- Reactive purchases may be most attractive
- Budget shopping behaviors can be overcome by incentives
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- Figure 32: Oral care shopping behaviors, February 2017
- Older consumers hard to capture, but could be worth it
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- Figure 33: Oral care shopping behaviors, by age, February 2017
- Hispanics open to splurge…if attention can be captured
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- Figure 34: Oral care shopping behaviors, by Hispanic origin, February 2017
Attitudes toward Sensitivity
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- Opportunity to reach more sensitivity sufferers
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- Figure 35: Usage of sensitivity toothpaste and attitudes toward sensitivity, February 2017
- Some avoid whitening due to sensitivity
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- Figure 36: Usage of tooth whiteners, October 2011-November 2016
- Younger adults experience the most sensitivity
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- Figure 37: Attitudes toward sensitivity, by age, February 2017
- Hispanics are prime target for sensitivity products
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- Figure 38: Attitudes toward sensitivity, by Hispanic origin, February 2017
Interest and Ownership of Innovations
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- Technology supporting core regimens is most appealing
- Unfamiliar forms could garner interest if tied to benefits
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- Figure 39: Interest and ownership of oral care innovations, February 2017
- New innovations appeal to younger adults
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- Figure 40: Any interest (net) in select oral care innovations, by age, February 2017
- Hispanics similar to younger adults
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- Figure 41: Any interest (net) in select oral care innovations, by Hispanic origin, February 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 42: Total US sales and forecast of oral care, at inflation-adjusted prices, 2012-22
- Figure 43: Total US retail sales and forecast of oral care products, by segment, at current prices, 2012-22
- Figure 44: Total retail sales of oral care, by segment, at current prices, 2015 and 2017
- Figure 45: Total US retail sales of oral care, by channel, at current prices, 2012-17
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- Figure 46: Total US retail sales of oral care, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 47: MULO sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 48: MULO sales of toothpaste, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 49: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 50: MULO sales of floss/accessories, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 51: MULO sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 52: MULO sales of oral pain relief, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 53: Hispanic population by age, 2012-22
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- Figure 54: Median household income, by age of householder, 2015
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