Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- Market growth to be sluggish
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- Figure 1: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
- Companies and brands
- Oral-B insulated from toothbrush market fall
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- Figure 2: Retail value sales of toothbrushes, % share by brand, year ending May 2018
- Colgate’s popularity could be denting its value growth
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- Figure 3: Retail value sales of toothpastes, % share by brand, year ending May 2018
- Mouthwash falls across the board
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- Figure 4: Retail value sales of mouthwash, % share by brand, year ending May 2018
- TePe stretches lead over Oral-B in ancillaries
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- Figure 5: Retail value sales of dental ancillaries, % share by brand, year ending May 2018
- Denture products yet to benefit from ageing population
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- Figure 6: Retail value sales of denture products, % share by brand, year ending May 2018
- Overall NPD activity rising
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- Figure 7: New launches in the UK oral care market, by product segment, January 2015-May 2018
- The consumer
- Consumers flow from manual to electric toothbrushes
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- Figure 8: Usage of toothbrushes, May 2017 and May 2018
- Whitening kit usage trails interest in whitening
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- Figure 9: Usage of other oral care products, May 2017 and May 2018
- Whitening kit frequency rises
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- Figure 10: Frequency of oral care, May 2018
- Consumers show most interest in natural products
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- Figure 11: Interest in oral care products and services, May 2018
- Under-35s seek better breath and whiter teeth
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- Figure 12: Behaviours around oral care, May 2018
- Some claims hard to believe
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- Figure 13: Attitudes towards oral care, May 2018
- Some parents lax on dental check-ups
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- Figure 14: Parents’ behaviours around children’s oral care, May 2018
- Parents could benefit from more understanding around kids’ dental care
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- Figure 15: Parents’ attitudes towards children’s oral care, May 2018
- What we think
Issues and Insights
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- Whitening looks to be a lasting trend
- The facts
- The implications
- Category needs to promote standardised oral care recommendations
- The facts
- The implications
- Continued discounting risks undermining true innovation
- The facts
- The implications
The Market – What You Need to Know
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- Market size decreases
- Sales slide across the board
- Only online channel sees growth
- Ageing population boom yet to come
- Changes in tobacco and coffee consumption could impact sales
- Sugar awareness rises
Market Size and Forecast
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- Market size slips further into decline…
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- Figure 16: UK retail value sales of oral care products, at current and constant prices, 2013-23
- …which is expected to continue to 2023
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- Figure 17: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
- Forecast methodology
Market Segmentation
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- Sales slide across the board
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- Figure 18: UK retail value sales of oral care products, by segment, 2016 and 2017
Channels to Market
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- Only online channel sees growth
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- Figure 19: Retail value sales of oral care products, by outlet type, 2016 and 2017
Market Drivers
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- Ageing population boom yet to come
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- Figure 20: Trends in the age structure of the UK population, 2012-22
- Three in 10 adults unhappy with appearance of teeth
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- Figure 21: Proportion of adults who indicate that they are unhappy/very unhappy with appearance of their teeth, by gender and age, November 2017
- Smoking rate continues to fall
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- Figure 22: Proportion of current smokers and smokers who have quit, all persons aged 16 and over, 1976-2016
- Coffee consumption levels out
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- Figure 23: Forecast of UK retail volume sales of coffee*, 2012-22
- Sugar awareness rises…
- …but stress could be keeping consumption high
- Access to NHS dental services continues to reduce
Companies and Brands – What You Need to Know
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- Oral-B, Colgate and Listerine see value fall
- Overall NPD activity rising
- Whitening claims increase
- Recorded advertising spend bounces back
- Colgate the most recognised and used brand
Market Share
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- Oral-B insulated from toothbrush market fall
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- Figure 24: Retail value sales of toothbrushes, by brand, years ending May 2017 and 2018
- Colgate’s popularity could be denting its value growth
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- Figure 25: Retail value sales of toothpaste, by brand, years ending May 2017 and 2018
- Mouthwash falls across the board
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- Figure 26: Retail value sales of mouthwash, by brand, years ending May 2017 and 2018
- TePe stretches lead over Oral-B in ancillaries
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- Figure 27: Retail value sales of dental accessories, by brand, years ending May 2017 and 2018
- Denture products yet to benefit from ageing population
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- Figure 28: Retail value sales of denture products, by brand, years ending May 2017 and 2018
Launch Activity and Innovation
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- Overall NPD activity rising
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- Figure 29: New launches in the UK oral care market, by product segment, January 2015-May 2018
- Figure 30: Examples of dental ancillary launches, 2017-18
- NPD in mouthwashes continues to slide
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- Figure 31: UltraDEX One GO on-the-go mouthwash sachets, 2018
- True innovation continues to slow
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- Figure 32: New launches in the UK oral care market, by launch type, January 2015-May 2018
- Figure 33: Examples of relaunched or repackaged oral care products from leading brands, 2017
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- Figure 34: NPD in the UK oral care market, by top 10 ultimate companies and other, 2017
- Whitening claims increase in prevalence
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- Figure 35: Top 10 claims in the UK oral care market (based on 2017), 2016 and 2017
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- Figure 36: Examples of whitening toothpaste/powder launches, 2017
Advertising and Marketing Activity
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- Recorded adspend bounces back
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- Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by product type, January 2015-May 2018
- Colgate-Palmolive ups adspend to catch rivals
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- Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2016-May 2018
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- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by top 10 brands and other, 2017
- TV increases its domination
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- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by media type, January 2015-May 2018
- Figure 41: Corsodyl ‘Journey’ TV advert, 2017
- Oral-B links with image filtering trend
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- Figure 42: Oral-B White Luxe Perfection toothpaste advert, October 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 44: Key metrics for selected brands, April 2018
- Brand attitudes: Colgate and Aquafresh most trusted
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- Figure 45: Attitudes, by brand, April 2018
- Brand personality: DenTek and CB12 seen as boring
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- Figure 46: Brand personality – macro image, April 2018
- Sensodyne perceived as an expert
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- Figure 47: Brand personality – micro image, April 2018
- Brand analysis
- Sensodyne resonates with women
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- Figure 48: User profile of Sensodyne, April 2018
- Colgate the most recognised and used brand
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- Figure 49: User profile of Colgate, April 2018
- Aquafresh skews younger than Colgate
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- Figure 50: User profile of Aquafresh, April 2018
- CB12 attracts affluent younger demographic
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- Figure 51: User profile of CB12, April 2018
- DenTek yet to make an impact
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- Figure 52: User profile of DenTek, April 2018
The Consumer – What You Need to Know
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- Consumers flow from manual to electric toothbrushes
- Whitening kit usage trails interest in whitening
- Core oral care routines still not following guidelines
- Consumers show most interest in natural products
- Three in 10 interested in food and drink for oral care
- Under-35s seek better breath and whiter teeth
- Some claims hard to believe
- Parents could benefit from more understanding around kids’ dental care
Usage of Oral Care Products
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- Consumers flow from manual to electric toothbrushes
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- Figure 53: Usage of toothbrushes, May 2017 and May 2018
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- Figure 54: Repertoire of toothbrush usage, May 2018
- Mouthwash penetration remains flat
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- Figure 55: Usage of other oral care products, May 2017 and May 2018
- Whitening kit usage trails interest in whitening
- Flossing sticks gain ground
Frequency of Oral Care
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- Whitening kit frequency rises
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- Figure 56: Frequency of oral care, May 2018
- Core oral care routines still not following guidelines
Interest in Oral Care Products and Services
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- Consumers show most interest in natural products
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- Figure 57: Interest in oral care products and services, May 2018
- Three in 10 interested in food and drink for oral care
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- Figure 58: Clear drink launches in Japan, 2018
- Lower interest in subscription and apps
Behaviours around Oral Care
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- Under-35s seek better breath…
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- Figure 59: Behaviours around oral care, May 2018
- …and whiter teeth
Attitudes towards Oral Care
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- Some claims hard to believe
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- Figure 60: Attitudes towards oral care, May 2018
- Caring for the environment
Children’s Oral Care
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- Some parents lax on children’s dental check-ups
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- Figure 61: Parents’ behaviours around children’s oral care, May 2018
- Adopting ‘healthier’ lifestyle choices for children’s dental health
- Trust in children to brush properly
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- Figure 62: FunZone features in the Oral-B app, 2018
- Figure 63: Parents’ attitudes towards children’s oral care, May 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – The Market
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- Figure 64: Best- and worst-case forecast of UK value sales of toothbrush and toothpaste products, 2013-23
- Figure 65: Best- and worst-case forecast of UK value sales of mouthwash products, 2013-23
- Figure 66: Best- and worst-case forecast of UK value sales of dental accessories and denture products, 2013-23
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Appendix – Companies and Brands
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- Figure 67: New launches in the UK oral care market, branded versus own-label, January 2015-May 2018
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