Table of Contents
Executive Summary
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- The market
- Market weakens further, mouthwash impacted most
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- Figure 1: UK retail value sales of the oral care market, 2014-24
- Mouthwash experiences a heavy decline
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- Figure 2: UK retail value sales of oral care products, by segment, 2017 and 2018
- Companies and brands
- Colgate continues to enjoy trusted brand status
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- Figure 3: Retail value sales of toothpaste, % share by brand, year ending May 2019
- Humble benefits from the sustainability trend
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- Figure 4: Retail value sales of toothbrushes, % share by brand, year ending May 2019
- A widespread decline in the mouthwash segment
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- Figure 5: Retail value sales of mouthwash, % share by brand, year ending May 2019
- TePe loses market share in dental accessories segment
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- Figure 6: Retail value sales of dental accessories, % share by brand, year ending May 2019
- Fixodent maintains market leader position
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- Figure 7: Retail value sales of denture products, % share by brand, year ending May 2019
- Overall decline in NPD in 2018
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- Figure 8: New launches by subcategory within oral care, January 2015-April 2018
- The consumer
- Increasing interest in electric toothbrushes
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- Figure 9: Usage of toothbrushes, May 2018 and May 2019
- Mouthwash faces a sharp decline
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- Figure 10: Usage of other oral care products in past three months, 2017, 2018, 2019
- Perfect brushing for perfect teeth
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- Figure 11: Frequency of oral care activities, May 2019
- Enhanced functionality of toothpaste influences perceptions
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- Figure 12: Correspondence analysis of words or phrases associated with oral care products, May 2019
- Gum care and breath-freshening are key factors for toothpaste
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- Figure 13: Purchase factors for toothpaste, May 2019
- Rise in private dental visits
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- Figure 14: Dental visits in the last six months in 2017 and 2019, March 2017-May 2019
- Inertia in oral care routines
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- Figure 15: Oral care behaviours, May 2019
- A need to communicate unique differences between brands
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- Figure 16: Attitudes towards oral care, May 2019
- What we think
Issues and Insights
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- Positioning oral hygiene as part of holistic wellness and beauty regime
- The facts
- The implications
- Stepping up to Go Green towards a sustainable environment
- The facts
- The implications
The Market – What You Need to Know
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- Market weakens further, mouthwash impacted most
- Mouthwash experiences a heavy decline
- Premium and specialist products may boost pharmacy channel
- Oral health aligns with total health and wellbeing
Market Size and Forecast
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- Market weakens further, mouthwash impacted most
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- Figure 17: UK retail value sales of oral care products, at current and constant prices, 2014-24
- Further decline in sight with current market conditions
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- Figure 18: UK retail value sales of the oral care market, 2014-24
- Forecast methodology
Market Segmentation
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- Oral care endures harsh market conditions
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- Figure 19: UK retail value sales of oral care products, by segment, 2017 and 2018
- Mouthwash experiences a heavy decline
Channels to Market
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- Supermarkets contribute towards challenging market
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- Figure 20: Retail value sales of oral care products, by outlet type, 2017 and 2018
- Premium and specialist products may boost pharmacy channel
- Online set for further growth
Market Drivers
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- Oral health aligns with total health and wellbeing
- Lifestyle behaviours impacting on desire for breath-freshening claims
- White and shiny and bright
- Be a part of the circular economy
- Significance of oral health in children needs to be promoted
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- Figure 21: Percentage of child (18 or below) patients seen by 31 December of each year, 2013-18
- Oral care brands can assist with war on sugar
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- Figure 22: Summary of progress of COS across categories – Comparison between the baseline and year: 2015 and 2017
Companies and Brands – What You Need to Know
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- Colgate continues to enjoy trusted brand status
- Humble benefits from the sustainability trend
- Overall decline in NPD in 2018
- Brands increase adspend to revive category
- Oral-B scores highly across the board
Market Share
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- Colgate continues to enjoy trusted brand status
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- Figure 23: Retail value sales of toothpaste, by brand, years ending March 2018 and March 2019
- Humble benefits from the sustainability trend
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- Figure 24: Retail value sales of toothbrush, by brand, years ending March 2018 and March 2019
- A widespread decline in the mouthwash segment
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- Figure 25: Retail value sales of mouthwash, by brand, years ending March 2018 and March 2019
- TePe loses market share in dental accessories segment
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- Figure 26: Retail value sales of dental accessories, by brand, years ending March 2018 and March 2019
- Fixodent maintains market leader position
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- Figure 27: Retail value sales of denture products, by brand, years ending March 2018 and March 2019
Launch Activity and Innovation
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- Overall decline in NPD in 2018
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- Figure 28: New launches by subcategory within oral care, January 2015-April 2018
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- Figure 29: Johnson & Johnson’s Listerine Go! Tabs launch, February 2019
- Differentiation is key for toothbrush launches
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- Figure 30: Examples of toothbrush launches, 2018
- Colgate-Palmolive most active in NPD
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- Figure 31: NPD in the UK oral care market, by top 10 ultimate companies and others, 2018
- New products drive NPD
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- Figure 32: New launches in the UK oral care market, by launch type, January 2015-April 2019
- Figure 33: Examples of new product launches in the oral care category, 2018
- Harmonising consumer requirements with product on offer
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- Figure 34: Top 12 claims in the UK oral care market 2017-18
Advertising and Marketing Activity
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- Brands increase adspend to revive category
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by product type, January 2015-April 2019
- Ragged adspend across segments/products
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2017-April 2019
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- Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by top brands and other, 2018
- TV remains by far the most popular medium
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- Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by media type, 2018
- Colgate’s effort towards a greener planet
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- Figure 39: Products which can be recycled in Colgate Oral Care Recycling Programme
- National Smile Month promotes importance of good oral health
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- Figure 40: National Smile Month is organised by Oral Health Foundation to promote good oral health
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of selected brands, June 2019
- Key brand metrics
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- Figure 42: Key metrics for selected brands, June 2019
- Brand attitudes: Oral-B and Colgate are most likely to be trusted
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- Figure 43: Attitudes, by brand, June 2019
- Brand personality: Oral-B is considered most accessible, Sensodyne and Corsodyl seen as boring
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- Figure 44: Brand personality – macro image, June 2019
- Oral-B perceived as expert
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- Figure 45: Brand personality – micro image, June 2019
- Brand analysis
- Oral-B – the most likely to be recommended
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- Figure 46: User profile of Oral-B, June 2019
- Colgate – synonymous with trust
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- Figure 47: User profile of Colgate, June 2019
- Sensodyne – highest differentiator, Younger Millennials brand
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- Figure 48: User profile of Sensodyne, June 2019
- Corsodyl – boring but an expert for health & wellness
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- Figure 49: User profile of Corsodyl, June 2019
- Aquafresh – high awareness, value for money
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- Figure 50: User profile of Aquafresh, June 2019
- Georganics – the ethical brand yet to boom
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- Figure 51: Examples of NPD from Georganics, 2018-19
- Figure 52: User profile of Georganics, June 2019
The Consumer – What You Need to Know
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- Increasing interest in electric toothbrushes
- Mouthwash faces a sharp decline
- Perfect brushing for perfect teeth
- Enhanced functionality of toothpaste influences perceptions
- Gum care and breath-freshening are key factors for toothpaste
- Rise in private dental visits
- Inertia in oral care routines
- A need to communicate unique differences between brands
Usage of Oral Care Products
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- Increasing interest in electric toothbrushes
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- Figure 53: Usage of toothbrushes in past three months, 2017, 2018, 2019
- Consumers need convincing of smart benefits
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- Figure 54: Colgate Magik Toothbrushing Kit, January 2019
- Mouthwash faces a sharp decline
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- Figure 55: Usage of other oral care products in past three months, 2017, 2018, 2019
- Increase in interest in electrical water flossers
Frequency of Oral Care Activities
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- Perfect brushing for perfect teeth
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- Figure 56: Frequency of oral care activities, May 2019
- Teeth whitening kits frequently used
Perceptions of Oral Care Products
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- Enhanced functionality of toothpaste influences perceptions
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- Figure 57: Correspondence analysis of words or phrases associated with oral care products, May 2019
- On-the-go could be a route to success for mouthwash and floss
- A need to reassert longer-term benefits of flossing
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- Figure 58: Words or phrases associated with oral care products, May 2019
Important Factors when Buying Toothpaste
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- Gum care and breath-freshening top the list of purchase factors
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- Figure 59: Purchase factors for toothpaste, May 2019
Dental Visits
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- We keep missing the dentist
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- Figure 60: Dental visits in the last six months, March 2017 and May 2019
- Rise in private dental visits
Oral Care Behaviours
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- Inertia in oral care routines
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- Figure 61: Oral care behaviours, May 2019
- Linking to emotional wellbeing
- Eco-friendly claim could be promoted to cash on global trends
Attitudes towards Oral Care
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- Awareness and trust are building blocks for oral care brands
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- Figure 62: Attitudes towards oral care, May 2019
- Electric toothbrushes enticing consumers
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 63: Best- and worst-case forecast of UK value sales of toothbrush and toothpaste products, 2013-23
- Figure 64: Best- and worst-case forecast of UK value sales of mouthwash products, 2013-23
- Figure 65: Best- and worst-case forecast of UK value sales of dental accessories and denture products, 2013-23
- Forecast methodology
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