Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- 2017 sales see more modest growth, generate $8 billion
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- Figure 1: Total US sales and fan chart forecast of oral care, at current prices, 2013-23
- The issues
- Private label growth hinders brands, lowers overall revenue
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- Figure 2: MULO sales of private label, by segment, rolling 52 weeks 2017-18
- Benefit-led toothpaste limits need for other products in regimen
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- Figure 3: Toothpaste usage, April 2018
- The opportunities
- Leverage the connection with beauty and oral care products to grow sales
- Address frustrations through new offerings, innovations
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- Figure 4: Select routine hang-ups, April 2018
- Dentists’ influence can be used to attract more users
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- Figure 5: Select attitudes towards dentists’ influence, April 2018
- What it means
The Market – What You Need to Know
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- Modest sales increase in 2017 driven by slower toothpaste sales
- Soft sales of key brands leads to segment declines
- Despite hygiene, notable number of Americans have oral health issues
- Consumer confidence, population growth bode well for demand
Market Size and Forecast
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- Modest growth in 2017 due to slowing sales
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- Figure 6: Total US sales and fan chart forecast of oral care, at current prices, 2013-23
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- Figure 7: Total US retail sales and forecast of oral care, at current prices, 2013-23
Market Breakdown
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- Toothpaste continues to grow, but at a slower pace
- Mouthwash hindered by toothpaste benefits, lack of innovation
- Toothbrush, floss/accessories, whitening kits challenged by value brands
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- Figure 8: Total US retail sales and forecast of oral health products, by segment, at current prices, 2013-23
Market Perspective
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- Epidemic of cavities, gum disease reveals more guidance needed
- Widespread coffee and soft drink consumption drives need for oral care
Market Factors
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- Strong consumer confidence bodes well for premium product sales
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- Figure 9: Consumer Sentiment Index, January 2007- April 2018
- Increasing US population, consumer segments, positive growth signs
- Aging population
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- Figure 10: US population, by age, 2013-23
- Hispanic population
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- Figure 11: Population by race and Hispanic origin, 2013-23
Key Players – What You Need to Know
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- GlaxoSmithKline generates highest category growth
- Specialty and niche brands, private label resonate with consumers
- Value seekers, functional nature of oral care hindering branded growth
- Subscriptions will be challenged to expand beyond small consumer base
Company and Brand Sales of Oral Health
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- GlaxoSmithKline leads growth due to Sensodyne, filling a market whitespace
- Industry leader P&G declines as Crest sales struggle to keep pace
- Colgate-Palmolive on par with category growth led by toothbrushes
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- Figure 12: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Brands with treatment positioning experience strong growth
- Specialty mouthwash brands treating dry mouth, bad breath see growth
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- Figure 13: MULO sales of select specialty mouthwash brands, rolling 52 weeks 2017-18
- Sensitivity toothpaste succeeds due to prevalence of sufferers, variety of products
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- Figure 14: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Brands touting gum health benefits enter the market
- Natural brands growing faster than legacy competitors
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- Figure 15: MULO sales of select natural toothpaste brands, rolling 52 weeks 2017-18
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- Figure 16: Select purchase behaviors, April 2018
What’s Struggling?
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- Consumer focus on value, functional nature boosting private label
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- Figure 17: MULO sales of private label, by oral care segment, rolling 52 weeks 2017-18
- Whitening strips/kits decline due to whitening toothpaste
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- Figure 18: Percentage of new toothpaste launches in the US containing whitening claims, 2013-17
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- Figure 19: MULO sales dollar and unit volume of whitening strips and kits, 2013-17
- Toothpaste benefits impact mouthwash sales
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- Figure 20: Total US retail sales of mouthwash, at current prices, calendar year 2013-17
What’s Next?
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- Brand loyalty, cost hinder subscription brands
- Leverage dentists to increase brand reach
- Beauty claims featured in oral care
- Employ beauty industry marketing strategies
The Consumer – What You Need to Know
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- Traditional products are preferred; toothpaste is a staple
- Around one in five reflect a desire to improve oral health
- Minimal frustrations are present in the category
- Brand loyalty is typical – but a notable minority switch
- Half of users consider mouthwash to be essential in their routine
- Dental professionals hold notable influence over home routines
Product Usage
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- Traditional products preferred over newer alternatives
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- Figure 21: Floss product usage, April 2018
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- Figure 22: Manual toothbrush usage, April 2017-November 2017
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- Figure 23: Electric toothbrush usage, April 2018
- Toothpaste is a hygiene staple and product workhorse
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- Figure 24: Select product usage, April 2018
- Engagement in health, appearance drives higher usage among women
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- Figure 25: Select product usage, by gender, April 2018
- Income reveals differences in floss usage – not whitening
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- Figure 26: Select product usage, by household income, April 2018
- Hispanics are above-average users of secondary products
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- Figure 27: Select product usage, by Hispanic origin, April 2018
Routine Trends
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- Oral hygiene routines remain steady, with a minority increasing care
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- Figure 28: Core regimen routine trends, April 2018
- Whitening toothpaste limits need for separate whitening routines
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- Figure 29: Whitening routine trends, April 2018
- Core hygiene behaviors become more consistent with age
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- Figure 30: Select core regimen trends, by age, April 2018
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- Figure 31: Select whitening trends, by age, April 2018
- Hispanics are improving their hygiene and whitening regimens
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- Figure 32: Select core regimen and whitening trends, by Hispanic origin, April 2018
Routine Hang-ups
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- Frustration with routines is relatively minimal
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- Figure 33: Routine hang-ups, April 2018
- Heightened frustrations among sensitivity toothpaste users
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- Figure 34: Routine hang-ups, by sensitivity toothpaste usage, April 2018
- Adults grow out of their frustrations as they age
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- Figure 35: Select routine hang-ups, by age, April 2018
- Engagement, age influence frustration among Hispanics
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- Figure 36: Select routine hang-ups, by Hispanic origin, April 2018
- Lower-income consumers report heightened frustrations
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- Figure 37: Select routine hang-ups, by household income- less than $50K, April 2018
Purchase Behaviors
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- Mouthwash, toothpaste attitudes and behaviors are similar
- Brand loyalty is prevalent, but some users still switch
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- Figure 38: Select purchase behaviors, April 2018
- Younger consumers are less brand loyal, enjoy experimenting
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- Figure 39: Select purchase behaviors, by age, April 2018
Attitudes toward Mouthwash
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- Mouthwash plays various roles in routines
- Benefit formulations not critical to mouthwash users
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- Figure 40: Attitudes towards mouthwash, June 2018
- Regimens help explain the essential nature of mouthwash among men
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- Figure 41: Select attitudes towards mouthwash, by gender, June 2018
- Older adults appreciate cleaning, dry mouth benefits of mouthwash
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- Figure 42: Select attitudes towards mouthwash, by age, June 2018
Dentists’ Influence
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- Samples can encourage full-sized product purchases
- Dental professional recommendations wield significant influence
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- Figure 43: Dentists’ influence, April 2018
- More engaged consumers agree they use samples
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- Figure 44: Dentists’ Influence- select attitudes, by gender and age, April 2018
- Hispanics more likely to probe professionals – but refrain from purchasing
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- Figure 45: Dentists’ influence- select attitudes, by Hispanic origin, April 2018
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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- Oral Health Products
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- Figure 46: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2013-23
- Figure 47: Total US retail sales of oral health products, by segment, at current prices, 2016 and 2018
- Figure 48: Total US retail sales and forecast of oral health products, by toothbrushes, toothpaste and mouthwash, at current prices, 2013-23
- Figure 49: Total US retail sales and forecast of oral health products, by floss and dental accessories/tools, teeth whiteners, and oral pain relief, at current prices, 2013-23
- Figure 50: Total US retail sales of oral health products, by channel, at current prices, 2013-18
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- Figure 51: Total US retail sales of oral health products, by channel, at current prices, 2016 and 2018
- Figure 52: US supermarket sales of oral health products, at current prices, 2013-18
- Figure 53: US drugstore sales of oral health products, at current prices, 2013-18
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- Figure 54: US sales of oral health products through other retail channels, at current prices, 2013-18
- Segment: Toothbrushes
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- Figure 55: Total US retail sales and forecast of toothbrushes, at current prices, 2013-23
- Figure 56: Total US retail sales and forecast of toothbrushes, at inflation-adjusted prices, 2013-23
- Segment: Toothpaste
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- Figure 57: Total US retail sales and forecast of toothpaste, at current prices, 2013-23
- Figure 58: Total US retail sales and forecast of toothpaste, at inflation-adjusted prices, 2013-23
- Segment: Mouthwash
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- Figure 59: Total US retail sales and forecast of mouthwash, at current prices, 2013-23
- Figure 60: Total US retail sales and forecast of mouthwash, at inflation-adjusted prices, 2013-23
- Segment: Floss and dental accessories/tools
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- Figure 61: Total US retail sales and forecast of floss and dental accessories/tools, at current prices, 2013-23
- Figure 62: Total US retail sales and forecast of floss and dental accessories/tools, at inflation-adjusted prices, 2013-23
- Segment: Teeth whiteners
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- Figure 63: Total US retail sales and forecast of teeth whiteners, at current prices, 2013-23
- Figure 64: Total US retail sales and forecast of teeth whiteners, at inflation-adjusted prices, 2013-23
- Segment: Oral pain relief products
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- Figure 65: Total US retail sales and forecast of oral pain relief products, at current prices, 2013-23
- Figure 66: Total US retail sales and forecast of oral pain relief products, at inflation-adjusted prices, 2013-23
Appendix – Key Players
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- Figure 67: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 68: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 69: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 70: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 71: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 72: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2017 and 2018
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Appendix – The Consumer
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- TURF Analysis- Methodology
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- Figure 73: TURF Analysis – Routine hang-ups, April 2018
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- Figure 74: Table - TURF Analysis – Routine hang-ups, April 2018
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