Oral Hygiene and Toothbrushes - UK - March 2006

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Foaming formats
Dual chamber packaging – lessons from women’s skincare
Figure 1: The L'Oréal Dermo-Expertise brand featuring a dual chamber bottle holding two seperate creams, that is said to give maximum efficiency when combined, May 2004
On-the-go cleaning
Day/night formulas
Shortening the replacement cycles of manual toothbrushes
Beyond teeth to pouting lips
Targeting men
Dental Implant specific products
EXECUTIVE SUMMARY
Enhancing the grooming regime
Oral hygiene market worth £616 million
Denture market drops in value
A few key players dominate
Adspend hits a high
Supermarkets’ growing dominance of the distribution map
Nine in ten consumers use toothpaste
Is an ancillary explosion imminent?
Trade up to power
MARKET DRIVERS
Improving oral hygiene
Figure 2: Adults who wear dentures, 2001-05
Consumers more aware of their image
Trading up
Figure 4: Agreement with statement ‘I only use good quality toiletries’, by gender, 2001, 2003 and 2005
From health to beauty
Cosmetic and further products
Health attitudes and dentistry
Figure 5: Active patients registered with an NHS dentist* and treatments undertaken, September 2003 and September 2005
Impact on the oral hygiene market
Eating well?
MARKET SIZE AND TRENDS
Accelerated growth favours the market
Figure 6: UK retail sales of oral hygiene products, including toothbrushes, 2000-05
The ancillary knock-on effect
Figure 7: UK retail sales of oral hygiene products, by sector, 2001-05
Denture market’s slow decline
Toothpastes recover some momentum
Figure 8: UK retail sales of toothpaste, 2000-05
Protection and looking good are key motivators
Figure 9: UK retail sales of toothpaste, by type, 2001-05
Emerging toothpastes
Manual dominates
Figure 10: UK retail value and volume of toothbrush sales, by type, 2001, 2003 and 2005
Rechargeable toothbrushes are the major partner
Polarisation of price points
Figure 11: UK value and volume sales of power-operated toothbrushes, by type, 2001-05
Supermarkets driving down the price of battery-operated units
Price of power-operated brushes falling
Figure 12: Average cost of a toothbrush, by type, 2001, 2003 and 2005
Children’s toothbrushes enjoy rise in popularity
Figure 13: UK retail sales, segmented by children’s and adults’ toothbrushes, 2001-05
Establishing the ritual
Super-premium brushes sell well
Figure 14: UK volume sales of manual toothbrushes, by price type, 2001-05
Mouthwash more popular than ever
Opportunities abound for further diversification
THE SUPPLY STRUCTURE
Big three increase squeeze on toothpaste sector
Figure 15: Manufacturers’ shares in the UK toothpaste market, 2001-05
Simplification may be the way forward in manual market
Figure 16: UK manufacturers’ shares of manual toothbrushes, 2001-05
Gillette, Philips and Colgate are empowered
Figure 17: UK manufacturers’ share of the power-operated toothbrush market, 2001-05
Pfizer’s market share approaches the 50% mark
Figure 18: Manufacturers’ shares in the UK mouthwash and breath freshener market, 2001-05
Fixatives and cleansers
Figure 19: Manufacturers’ shares in the UK denture cleansers and fixatives market, 2005
 COMPANY PROFILES
Colgate-Palmolive
GlaxoSmithKline
Johnson & Johnson
Pfizer Consumer Healthcare
Philips
Procter & Gamble
Reckitt Benckiser
Wisdom
Combe International
NEW PRODUCT DEVELOPMENT
Whitening products stand out
Figure 20: New oral hygiene products, by positioning trends, January 2000-05
Not quite a success story?
All they are wrapped up to be?
Figure 21: New oral hygiene products, by type of packaging, January 2000-05
 NEW PRODUCT BRIEFS
Toothbrushes
Toothpaste
Mouthwash
Dental floss
Denture
Other products
 NEW PRODUCT BRIEFS
ADVERTISING AND PROMOTION
Figure 22: Main monitored media advertising expenditure on oral hygiene products, 2001-05
A five year high
Figure 23: Main monitored media advertising expenditure on oral hygiene products and toothbrushes, by sector, 2001-05
Figure 24: Index of Main monitored media advertising expenditure on oral hygiene products, by sector, 2001-05
 DENTURES
False dawn for dentures
 TOOTHPASTE AND POLISHES
Toothpaste adspend fell between 2001 and 2004
2005 sees a rise in toothpaste
Sensodyne – the biggest brand advertiser
Whiter than white?
 TOOTH BRUSHES
Rechargeable toothbrushes dominate spend on all toothbrushes
Powering ahead
Figure 25: Main Monitored media spend on rechargeable toothbrushes, by quarter, 2005
Manual toothbrushes fighting back
 MOUTHWASH, RINSES, OTHER DENTAL RANGE ADDITIONS
A masterbrand moment looms?
Bright ideas require attractive ads
Brushed off
 ADVERTISING MEDIA SPEND BY CATEGORY
Figure 26: Leading companies main monitored media spend on toothbrushes*, 2003-05
Figure 27: Leading companies main monitored media spend on toothpaste and polishes, 2003-05
Figure 28: Leading companies main Monitored media spend on denture products, 2003-5
Figure 29: Leading companies main monitored media spend on dental ancillaries, mouthwashes, rinses, and range extensions, 2003-05
DISTRIBUTION
Supermarkets clean up…
Figure 30: Distribution share of the UK oral hygiene market, by channel, 2001-05
…but Boots gains ground
Grocery multiples provide most manual toothbrushes
Figure 31: UK retail sales of manual toothbrushes, by outlet type, 2005
Power brushes are big business for Boots and the catalogue shops
Figure 32: UK retail sales of powered toothbrushes, by outlet type, 2005
THE CONSUMER
 TYPE OF DENTAL PRODUCTS USED
Figure 33: Types of dental products used, October 2005
Figure 34: Consumers who use electric toothbrushes and standard toothbrushes regularly, by socio-economic status, October 2005
Moving into power
Youth and experience
Figure 35: Consumers who use mouthwash regularly, by age, October 2005
New media, new opportunities
Larger households have traditional cleaning regimes
Figure 36: Consumers who regularly use toothbrushes (electric and standard), and toothpaste, October 2005
Convenience
Whitening products – an alternative to the dentist
Dental floss for on-the-go
Young consumers chew more dental gum
Figure 37: regular usage of dental gum by age and presence of children in household, October 2005
Scots are the least aware of oral hygiene products
Figure 38: Adults who wear dentures, by region, 2005
Figure 39: Regular usage of a variety of dental products, October 2005
 REPERTOIRE ANALYSIS
Figure 40: Repertoire of types of dental products used, October 2005
Supermarket correlation analysis
Figure 41: Correlation between types of dental product used and supermarket, October 2005
DETAILED DEMOGRAPHICS
Types of dental products used
Figure 42: Types of dental products used, by demographics October 2005
Figure 43: Types of dental products used, by demogs, October 2005
Figure 44: Other types of dental products used, by demogs, October 2005
Figure 45: Other types of dental products used, by demogs, October 2005
THE CONSUMER – ATTITUDES AND MOTIVATIONS
Figure 46: Attitudes to toothcare, October 2005
Somewhere short of the truth
Young consumers most concerned with aesthetics and fresh breath
Figure 47: Consumer attitudes towards dental hygeine, October 2005
AB consumers most likely to go to the dentist
Figure 48: Consumers who visit their dentist at least once a year, October 2005
A forgotten generation
Men hold insouciant views
Figure 49: Consumer attitudes towards dental hygiene, by gender, October 2005
 BRAND AWARENESS AND RECALL
Figure 50: Preferred brands of toothbrushes and toothpaste, October 2005
Repertoire of brands
Figure 51: Repertoire of brands used, October 2005
Consumers opt for brands when they want to whiten
Figure 52: Cross-analysis of types of dental products and brands used, October 2005
Cross-analysis by brand
Figure 53: Cross-analysis of attitudes to dental products and leading brands, October 2005
Correlation of brands and dental products
Figure 54: Correlation of brands used and types of dental products, October 2005
Conclusions
ATTITUDES AND MOTIVATIONS  – DETAILED DEMOGRAPHICS
Attitudes to toothcare
Figure 55: Attitudes to toothcare, October 2005
Figure 56: Attitudes to toothcare, October 2005
Figure 57: Attitudes to toothcare, October 2005
Figure 58: Attitudes to toothcare, October 2005
Repertoire analysis
Figure 59: Repertoire of dental products used, October 2005
Figure 60: Repertoire of brands of dental products used, October 2005
THE FUTURE
Rosy forecast
Dentistry shake-up
Targeting the older consumer
Whitewash from the US
Power on
Mouthwash tsunami
Further market consolidation likely
Denture care decline
Ancillary fiesta!
Targeting the on the go needs
FORECAST
Oral Hygiene
Figure 61: Forecast of the UK market for oral hygiene, 2005-10
A mature market for the old favourites
The future’s bright, the future is white
Toothbrushes
Figure 62: Forecast of the UK market for toothbrushes, 2005-10
Electric gains the brushing power
 FACTORS USED IN THE FORECAST