Table of Contents
Introduction and Abbreviations
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- Market definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Executive Summary
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- Toothpaste saturates the market
- Cosmetic appeal increasingly important
- Demand on the dental profession has an effect
- The impact of other products
- Market for oral hygiene stands at £442 million
- Few companies dominate the oral hygiene marketplace
- £31 million invested in advertising oral hygiene products
- GlaxoSmithKline and Colgate are the biggest advertisers
- Most oral hygiene products sold through supermarkets
- Consumers ambivalent about toothpaste
Market Drivers
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- Population continues to rise
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- Figure 1: Trends and projections in total UK population, by age group, 1998-2007
- More older and younger people indicate areas for potential growth
- PDI and consumer expenditure grows hand in hand
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- Figure 2: PDI and consumer expenditure in the UK, at constant 1998 prices, 1998-2007
- Dentists: the oral hygiene market’s friend
- Number of dentists continues to rise
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- Figure 3: The number of dentists in the general dental service, 1998/99-2002/03
- Number of registered patients remains constant..
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- Figure 4: Number of patients registered on the general dental service in England, in millions, 1998/99-2002/03
- Dentists undertake over 26,000 courses of treatment per year
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- Figure 5: Number of courses of treatment by dentists, 1998/99-2002/03
- Half of all dentists recommend use of additional oral health products
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- Figure 6: Outcome of visits to dentists and dental hygiene behaviour, percentage point change, 1978-98
- The word is out but is anyone reading?
- The fluoride issue
Market Size and Trends
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- Toothpaste holds the market back
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- Figure 7: UK retail sales of oral hygiene products, 1999-2004
- Other products bite back
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- Figure 8: UK retail sales of oral hygiene products, by sector, 1999-2003
Market Segmentation
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- Toothpaste market stagnates
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- Figure 9: UK retail sales of toothpaste, 1999-2004
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- Figure 10: UK retail sales of toothpaste, by type, 1999-2003
- Whitening paste continues to shine
- Ageing population favours sensitive toothpaste
- Green teeth?
- Natural products take away from baking soda
- Total protection grows at the expense of specific protection
- Most people use the tube
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- Figure 11: Sales of toothpaste, by type of package, 2003
- Awash with breath fresheners
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- Figure 12: UK retail sales of mouthwash/breath fresheners, 1999-2004
- Medicated or non-medicated?
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- Figure 13: retail sales of mouthwash/breath fresheners, by type, 2003
- A false dawn?
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- Figure 14: UK retail sales of denture products, 1999-2004
- Gum one gum all
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- Figure 15: UK retail sales of ancillary oral care products, 1999-2004
The Supply Structure
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- Colgate-Palmolive leads the toothpaste market
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- Figure 16: Manufacturers’ shares in the UK toothpaste market, 1999-2003
- Mouthwash market bossed by Pfizer
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- Figure 17: Manufacturers’ shares in the UK mouthwash and breath freshener market, 1999-2003
- Reckitt Benckiser cleans up
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- Figure 18: Manufacturers’ shares in the UK market for denture cleansers, 2003
- Over half of all fixatives sold by GlaxoSmithKline
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- Figure 19: Manufacturers’ shares in the UK market for denture fixatives, 2003
- Profile of the key players
- Colgate-Palmolive
- GlaxoSmithKline
- Procter & Gamble
- Pfizer Consumer Healthcare
- Lever Fabergé
- Reckitt Benckiser
- Combe Incorporated
New Product Briefs
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- March 2004
- February 2004
- January 2004
- December 2003
- September 2003
- August 2003
- July 2003
Advertising and Promotion
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- Almost £31 million spent on advertising in 2003
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- Figure 20: Main monitored media advertising expenditure on oral hygiene products, by sector, 1999-2003
- Television adverts lead the way
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- Figure 21: Total advertising expenditure on toothpaste, denture and other oral hygiene products, by main media type, 2002 and 2003
- GlaxoSmithKline and Colgate dominate toothpaste advertising
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- Figure 22: Main monitored media advertising expenditure on toothpaste, by top spenders, 2001-03
- Procter & Gamble focuses on dentures
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- Figure 23: Main monitored media advertising expenditure on denture products, by top spenders, 2001-03
- Advertising spend for other oral hygiene products grows 44% since 2001
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- Figure 24: Main monitored media advertising expenditure on other oral hygiene products including mouthwash, 2001-03
- Below the line
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- Figure 25: Selected manufacturer initiatives in below-the-line promotion of oral hygiene products, 2003
Distribution
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- Most oral hygiene products sold through supermarkets
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- Figure 26: Manufacturers’ shares in the UK oral hygiene market, by channel, 1999-2003
- Oral hygiene products increasingly available online
The Consumer
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- Product usage
- Toothpaste
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- Figure 27: Usage of oral hygiene products, by weight of usage, 2003
- Non-usage of toothpaste highest among the elderly
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- Figure 28: Weight of usage of toothpaste, by gender, age and socio-economic group, 2003
- Presence of children exerts an influence
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- Figure 29: Weight of usage of toothpaste, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Household size shows importance of large tubes
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- Figure 30: Weight of usage of toothpaste, by region, marital status, working status and household size, 2003
- Mouthwashes – usage declines with age
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- Figure 31: Weight of usage of mouthwashes and gargles, by gender, age and socio-economic group, 2003
- Possible opportunity to target childless households
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- Figure 32: Weight of usage of mouthwashes and gargles, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- Usage peaks in London and Scotland
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- Figure 33: Weight of usage of mouthwashes and gargles, by region, marital status, working status and household size, 2003
- Two thirds of consumers use mouthwash and/or dental floss
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- Figure 34: Oral hygiene product usage, by type of product, February 2004
- Dental gum more popular among younger people
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- Figure 35: Oral hygiene product usage, by gender, age and socio-economic group, February 2004
- Consumers with children more likely to use mouthwash
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- Figure 36: Oral hygiene product usage, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- Mouthwash more popular in the North
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- Figure 37: Oral hygiene product usage, by working status, household size, region and ACORN categories, February 2004
- Four in ten mouthwash users read broadsheet papers
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- Figure 38: Oral hygiene product usage, by media usage, supermarkets shopped and commercial TV viewing, February 2004
The Consumer – Attitudes and Typologies
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- Attitudes towards toothpaste types and brands
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- Figure 39: Attitudes towards oral hygiene products and brands, 2004
- A third of 20-24-year-olds tend to buy whitening toothpastes
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- Figure 40: Attitudes towards oral hygiene products, by gender, age and socio-economic group, February 2004
- Many parents keen to buy special toothpaste for their children
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- Figure 41: Attitudes towards oral hygiene products, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- The North/South divide
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- Figure 42: Attitudes towards oral hygiene products, by working status, region, ACORN categories and household size, February 2004
- Stain prevention of greater interest to avid television viewers
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- Figure 43: Attitudes towards oral hygiene products, by media usage, commercial TV viewing and supermarkets shopped, February 2004
- Attitudes towards oral healthcare in general
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- Figure 44: Attitudes towards oral hygiene, February 2004
- Need for educational campaigns
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- Figure 45: Attitudes towards oral hygiene, by gender, age and socio-economic group, February 2004
- Third agers for a receptive audience
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- Figure 46: Attitudes towards toothcare, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- North/South divide evident
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- Figure 47: Attitudes towards oral hygiene, by working status, household size, region and ACORN categories, February 2004
- Sainsbury’s and Safeway shoppers show concern
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- Figure 48: Attitudes towards oral hygiene, by media usage, commercial TV viewing and supermarket used, February 2004
- Attitudes towards oral care products
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- Figure 49: Attitudes towards oral care products, by gender, age and socio-economic group, February 2004
- One-person households are brand-loyal
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- Figure 50: Attitudes towards oral care products, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- North West is the key region
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- Figure 51: Attitudes towards oral care products, by working status, household size, region and ACORN categories, February 2004
- Making best use of the Internet
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- Figure 52: Attitudes towards oral care products, by media usage, commercial TV viewing and supermarkets shopped, February 2004
- 94% of those who pay extra for better products consider the time factor
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- Figure 53: Attitudes towards oral hygiene product types, by general oral care opinions, February 2004
- Brand ambivalence – attitudes towards brands
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- Figure 54: Attitudes towards oral hygiene product brands, by age, gender and region, February 2004
- Few are keen to experiment
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- Figure 55: Attitudes towards oral hygiene product brands, by socio-economic status, working status and ACORN categories, February 2004
- A quarter of retired people think all toothpastes do the same job
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- Figure 56: Attitudes towards oral hygiene product brands, by presence of children, household size, lifestage and Mintel’s Special Groups, February 2004
- Many broadsheet readers are disinterested in toothpaste
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- Figure 57: Attitudes towards oral hygiene product brands, by media usage, commercial TV viewing and supermarkets shopped, February 2004
- The quest for fresh breath
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- Figure 58: Attitudes towards oral hygiene product brands, by general oral care opinions, February 2004
- Dental recommendations prove invaluable
- Identifying target markets
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- Figure 59: Consumer typologies – oral hygiene, February 2004
- Apathetic (45% of sample)
- Aesthetic Brushers (24% of sample)
- Practical Cleaners (17% of sample)
- Habitual Buyers (14% of sample)
- Apathetic need educational campaign
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- Figure 60: Consumer typologies – oral hygiene, by gender, age and socio-economic group, February 2004
- Smaller pack sizes for Practical Cleaners?
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- Figure 61: Consumer typologies – oral hygiene, by lifestage, presence of children and Mintel’s Special Groups, February 2004
- Apathetic tend to be retired
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- Figure 62: Consumer typologies – oral hygiene, by working status, household size, region and ACORN categories, February 2004
- Internet advertising
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- Figure 63: Consumer typologies – oral hygiene, by media usage, commercial TV viewing and supermarket shopped, February 2004
- Assessing consumer enthusiasm
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- Figure 64: Different types of oral hygiene products bought, February 2004
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- Figure 65: Consumer typologies, by number of oral hygiene products bought, February 2004
The Future
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- Growing population to impact further on consumers’ oral health
- Government support could prove vital
- Whitening toothpaste may revitalise the toothpaste sector
- Emphasis firmly on the complementary product
- Dental gum seeks to become chew of choice
- Market set for further consolidation
- Adspend intensified to ensure market share maintained
- Mind the gap?
Forecast
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- Figure 66: Forecast of the UK market for oral hygiene, 2003-07
- Market saturation will affect future sales
- Oral healthcare concerns fuel growth in other sectors
- Factors incorporated in the forecast
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