Oral Care - US - May 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
Market factors
Apprehensive consumers looking for ways to save
Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
Total population growth drives usage
Growing ethnic populations may help market
General health and oral health strongly linked
Many lack dental insurance or even access to dental care
Segment performance
Figure 3: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
Retail channels
Figure 4: Share of U.S. retail sales of oral care products, by channel, at current prices, 2010 and 2012
Market players
Figure 5: MULO sales of oral care products, by leading companies, 2013
The consumer
Toothpaste and toothbrushes make up many consumers’ daily oral care routines
Figure 6: Usage of oral care products, January 2013
Oral health concerns are prevalent across segments
Figure 7: Oral health concerns, very/somewhat concerned, January 2013
Consumers stick with the brands and products that they are familiar with
Figure 8: Oral care shopping behaviors, January 2013
Price and brand familiarity are the most important purchase factors
Figure 9: Oral care purchase factors, January 2013
Teeth and gum repair attributes are what consumers find the most interesting
Figure 10: Interest in toothpaste attributes, January 2013
Figure 11: Interest in mouthwash attributes, by gender and age, January 2013
Consumers demonstrate some interest in toothbrush sanitizers; life stage-specific products appealing to older consumers
Figure 12: Interest in new oral care product formats/types, by gender and age, January 2013
What we think
ISSUES IN THE MARKET
How can market players reinvigorate interest in branded offerings and reclaim their share?
How can market players reinvigorate sales in the stagnant toothbrush category?
What are some new areas of benefit exploration for companies and brands to pursue to deliver greater value to consumers?
INSIGHTS AND OPPORTUNITIES
Support parents as they teach their children about oral health
Help consumers manage cold/flu symptoms
More life-stage products for growing Baby Boomer/senior population
TREND APPLICATIONS
Trend: Perfecting the Details
Trend: Make it Mine
Mintel Futures: Old Gold
MARKET SIZE AND FORECAST
Key points
Oral care market sales are expected to grow steadily in the coming years
Sales and forecast of oral care market
Figure 13: Total U.S. retail sales and forecast of oral care market, at current prices, 2007-17
Figure 14: Total U.S. retail sales and forecast of oral care market, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 15: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
MARKET DRIVERS
Key points
Shaky consumer confidence leads to cost-cutting behaviors
Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-12
Total population growth drives usage
Figure 17: Population, by age, 2008-18
Growing ethnic populations may help market
Figure 18: Population, by race and Hispanic Origin, 2008-18
Growing awareness around link between general health and oral health
Many consumers lack comprehensive dental insurance
COMPETITIVE CONTEXT
Gum and probiotic mints might cause people to brush less during the day
Opportunity for the oral care market:
SEGMENT PERFORMANCE
Key points
Toothpaste segment leads the oral care market
Sales of oral care products, by segment
Figure 19: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
SEGMENT PERFORMANCE—TOOTHPASTE
Key points
Toothpaste top selling segment in the market
Sales and forecast of toothpaste
Figure 20: Total U.S. retail sales and forecast of toothpaste, at current prices, 2007-17
SEGMENT PERFORMANCE—MOUTHWASH/RINSES
Key points
Mouthwash/rinses see steady growth
Sales and forecast of mouthwash/rinses
Figure 21: Total U.S. retail sales and forecast of mouthwash/rinses, at current prices, 2007-17
SEGMENT PERFORMANCE—TOOTHBRUSHES
Key points
Toothbrush sales are flat
Sales and forecast of toothbrushes
Figure 22: Total U.S. retail sales and forecast of toothbrushes, at current prices, 2007-17
SEGMENT PERFORMANCE—FLOSS/ACCESSORIES/TOOLS
Key points
Floss/accessories/tools show strong promise
Sales and forecast of floss/accessories/tools
Figure 23: Total U.S. retail sales and forecast of floss/accessories/tools, at current prices, 2007-17
SEGMENT PERFORMANCE—BLEACHING/WHITENING KITS PERFORMANCE
Key points
Bleaching/whitening kits see significant decline in 2012
Sales of bleaching/whitening kits
Figure 24: Total U.S. retail sales of bleaching/whitening kits, at current prices, 2007-12
RETAIL CHANNELS
Key points
Mass merchandisers, supercenters, warehouse clubs capture oral care sales
Sales of oral care products, by channel
Figure 25: Total U.S. retail sales of oral care products, by channel, at current prices, 2010-12
Figure 26: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Natural channel sales of oral care products growing
Sales of oral care in the natural channel
Figure 27: Natural supermarket sales of oral care, at current prices, 2010-12
Figure 28: Natural supermarket sales of oral care, at inflation-adjusted prices, 2010-12
Natural channel sales of oral care by segment
Figure 29: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12Natural supermarket sales of oral care, by segment, 2010-12
LEADING COMPANIES
Key points
Oral care market highly competitive
MULO manufacturer sales of oral care products
Figure 30: MULO sales of oral care products, by leading companies, 2012 and 2013
BRAND SHARE—TOOTHPASTE
Key points
Whitening and enamel focused offerings lead the market
Colgate Optic White drives sales for the brand
Sensodyne posts growth due to its focus on enamel
MULO sales of toothpaste
Figure 31: MULO sales of toothpaste by leading companies, 2012 and 2013
BRAND SHARE—MOUTHWASH/RINSES
Key points
Johnson & Johnson top company in mouthwash/rinses
Crest sees growth with whitening offering and rebranded Scope
Private label has a strong presence
MULO sales of mouthwash/rinses
Figure 32: MULO sales of mouthwash/rinses by leading companies, 2012 and 2013
BRAND SHARE—TOOTHBRUSHES
Key points
Economical manual toothbrushes still outsell power toothbrushes
P&G top company with Oral-B brand
Colgate-Palmolive sees strong gains with Optic White offering
Arm & Hammer Spinbrush sales decline, but focus on other offerings helps Church & Dwight
Private label begins to see sales slip
MULO sales of toothbrushes
Figure 33: MULO sales of toothbrushes by leading companies, 2012 and 2013
BRAND SHARE—FLOSS/ACCESSORIES/TOOLS
Key points
P&G top manufacturer with Oral-B floss
Sunstar Americas shows strong promise with line of GUM products
Private label posts gains
MULO sales of floss/accessories/tools
Figure 34: MULO sales of floss/accessories/tools by leading companies, 2012 and 2013
BRAND SHARE—BLEACHING/WHITENING KITS
Key points
MULO segment reflects declines experienced overall
MULO sales of bleaching/whitening kits
Figure 35: MULO sales of bleaching/whitening kits by leading companies, 2012 and 2013
INNOVATIONS AND INNOVATORS
Top market players lead with most launches
Figure 36: oral care product launches, by company, 2007-13
Functional and beauty enhancing claims most common among oral care product launches
Figure 37: oral care product launches, by claims category, 2007-13
Breath-freshening and whitening among most common claims in oral care products
Figure 38: oral care product launches, by claims, 2007-13
Private label continues to have presence
Whitening remains key trend
Products that promise “repair” represent growing need
More products for those 50+
Getting kids started at younger ages
Kid-specific products prevalent
MARKETING STRATEGIES
Overview of the key marketing themes
Theme: Emphasis on white
Figure 39: Crest, “stop yellowing” TV ad, 2013
Figure 40: Crest 3D White strips print ad, 2012
Figure 41: Crest 3D White print ad, 2012
Figure 42: Colgate, “smile as accessory” TV ad, 2013
Theme: Emphasis on total health
Figure 43: Crest, “Crest-Pro Health” TV ad, 2013
Figure 44: Colgate, “Smile for Me” TV ad, 2013
Figure 45: Colgate total print ad, 2012
Figure 46: Listerine, “Missed Spots” TV ad, 2013
Theme: Oral hygiene is important in relationships
Figure 47: Scope print ad, 2013
Figure 48: Scope social media
Theme: Making oral care fun for kids
Figure 49: Arm & Hammer, “Emily Tunes Out,” TV ad, 2013
Figure 50: Aquafresh website, 2013
SOCIAL MEDIA
Key points
 KEY SOCIAL MEDIA METRICS
Figure 51: Key brand metrics, oral care, April 2013
Market overview
Brand usage and awareness
Figure 52: Usage and awareness of selected oral care brands, January 2013
Interaction with brands
Figure 53: Interaction with selected oral care brands, January 2013
Online conversations
Figure 54: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
Figure 55: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
Where are people talking about oral care brands?
Figure 56: Selected Scope Twitter mentions, March 29, 2013
Figure 57: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
What are people talking about online?
Figure 58: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
Figure 59: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
Figure 60: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
 BRAND ANALYSIS
Crest
Figure 61: Crest key social media indicators, April 2013
Key online campaigns
What we think
Colgate
Figure 62: Colgate key social media metrics, April 2013
Key online campaigns
What we think
Oral-B
Figure 63: Oral-B key social media indicators, April 2013
Key online campaigns
What we think
Scope
Figure 64: Scope key social media indicators, April 2013
Key online campaigns
Figure 65: Scope April Fool’s Day Campaign
What we think
Sensodyne
Key online campaigns
What we think
Philips Sonicare
Figure 66: Philips Sonicare key social media indicators, April 2013
Key online campaigns
What we think
USAGE OF ORAL CARE PRODUCTS
Key points
Toothpaste enjoys highest incidence of use
Figure 67: Usage of oral care products, by gender, August 2011-August 2012
Figure 68: Usage of oral care products, by age, August 2011-August 2012
Multipurpose toothpaste the most popular
Figure 69: Usage of oral care products, January 2013
Younger consumers more apt to use whitening toothpaste
Figure 70: Usage of oral care products, by gender and age, January 2013
Affluence drives use of power toothbrushes and whitening toothpaste
Figure 71: Usage of oral care products, by household income, January 2013
FREQUENCY OF PRODUCT USAGE
Key points
Toothpaste and manual toothbrushes used most frequently
Figure 72: Frequency of use of oral care products, August 2011-August 2012
Frequency of some product use declines with age
Figure 73: Frequency of use of oral care products, by age, August 2011-August 2012
ORAL HEALTH CONCERNS
Key points
Oral health concerns are prevalent
Figure 74: Oral health concerns, January 2013
Women more likely to be concerned about oral health issues
Figure 75: Oral health concerns, by gender and age, January 2013
Less affluent consumers report more concern
Figure 76: Oral health concerns, by household income, January 2013
SHOPPING BEHAVIORS
Key points
Consumers stick with the brands and products they know
Figure 77: Oral care shopping behaviors, by gender and age, January 2013
Parents less loyal
Figure 78: Oral care shopping behaviors, by parents with children and age, January 2013
PURCHASE FACTORS
Key points
Price is a priority in product purchase
Figure 79: Oral care purchase factors, January 2013
Price more important to women
Figure 80: Importance of Oral care purchase factors, by gender and age, January 2013
Less affluent more driven by price
Figure 81: Importance of Oral care purchase factors, by household income, January 2013
INTEREST IN PRODUCT ATTRIBUTES
Key points
Repair benefits most desired in toothpaste
Figure 82: Interest in toothpaste attributes, by gender and age, January 2013
Less affluent report interest in cold/flu fighting ingredients
Figure 83: Interest in toothpaste attributes, by household income, January 2013
Repair of teeth and gums desired in mouthwash offerings
Figure 84: Interest in mouthwash attributes, by gender and age, January 2013
INTEREST IN NEW TYPES OF PRODUCTS
Key points
Toothbrush sanitizers and gum creams command greatest interest
Figure 85: Interest in new oral care product formats/types, by gender and age, January 2013
Germs a concern for families
Figure 86: Interest in new oral care product formats/types, by parents with children and age, January 2013
RACE AND HISPANIC ORIGIN
Key points
Product usage varies by race/ethnic origin
Figure 87: Usage of oral care products, by race/Hispanic origin, August 2011-August 2012
Figure 88: Usage of oral care products, by race/Hispanic origin, January 2013
Blacks demonstrate concern over cosmetic issues
Figure 89: Oral health concerns, by race/Hispanic origin, January 2013
Blacks are more loyal, whilst other races like to experiment
Figure 90: Oral care shopping behaviors, by race/Hispanic origin, January 2013
Hispanics more driven by price and brand, whereas blacks looking for dentist/hygienist recommendation
Figure 91: Importance of Oral care purchase factors, by race/Hispanic origin, January 2013
Daily repair appealing across segments
Figure 92: Interest in toothpaste attributes, by race/Hispanic origin, January 2013
Figure 93: Interest in mouthwash attributes, by race/Hispanic origin, January 2013
Cleanliness a top priority for Blacks
Figure 94: Interest in new oral care product formats/types, by race/Hispanic origin, January 2013
CLUSTER ANALYSIS
Figure 95: Target clusters, January 2013
Cluster 1: Practical
Opportunities
Cluster 2: Basic
Opportunities
Cluster 3: Involved
Opportunities
Cluster 4: Confident
Opportunities
Cluster characteristic tables
Figure 96: Usage of oral care products, by target clusters, January 2013
Figure 97: Oral health concerns, by target clusters, January 2013
Figure 98: Oral care shopping behaviors, by target clusters, January 2013
Figure 99: Importance of oral care purchase factors, by target clusters, January 2013
Figure 99: Interest in toothpaste attributes, by target clusters, January 2013
Figure 100: Interest in mouthwash attributes, by target clusters, January 2013
Figure 101: Interest in new oral care product formats/types, by target clusters, January 2013
Cluster demographics
Figure 102: Target clusters, by demographic, January 2013
Cluster methodology
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF TOOTHPASTE
 TOOTHPASTE
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES – TOOTHPASTE
Brand map
Figure 103: Brand map, selected brands of toothpaste buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 104: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending June 24, 2012
 OVERVIEW OF TOOTHBRUSH/DENTAL ACCESSORIES
 MANUAL TOOTHBRUSHES
Consumer insights on key purchase measures – manual toothbrushes
Brand map
Figure 105: Brand map, selected brands of manual toothbrushes buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 106: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 52 weeks ending June 24, 2012
 DENTAL FLOSS
Consumer insights on key purchase measures – dental floss
Brand map
Figure 107: Brand map, selected brands of dental floss buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 108: Key purchase measures for the top brands of dental floss, by household penetration, 52 weeks ending June 24, 2012
 MOUTHWASH
Consumer insights on key purchase measures – mouthwash
Brand map
Figure 109: Brand map, selected brands of mouthwash buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 110: Key purchase measures for the top brands of mouthwash, by household penetration, 52 weeks ending June 24, 2012
APPENDIX—OTHER USEFUL CONSUMER TABLES
Usage of oral care products
Figure 111: Usage of oral care products, by age, August 2011-August 2012
Figure 112: Usage of oral care products, by parents with children and age, January 2013
Frequency of product use
Figure 113: Frequency of toothpaste brand use in average day, by gender, August 2011-August 2012
Figure 114: Frequency of manual toothbrush brand use in average day, by gender, August 2011-August 2012
Figure 115: Frequency of mouthwash/dental rinse brand use, by gender, August 2011-August 2012
Figure 116: Frequency of dental floss/flosser brand use, by gender, August 2011-August 2012
Figure 117: Frequency of use of oral care products, by race/Hispanic origin, August 2011-August 2012
Figure 118: Frequency of use of oral care products, by gender, August 2011-August 2012
Brand usage
Figure 119: Brands of toothpaste used, by age, August 2011-August 2012
Figure 120: Brands of power toothbrushes, by age, August 2011-August 2012
Figure 121: Brands of manual toothbrushes used, by age, August 2011-August 2012
Figure 122: Brands of mouthwash used, by age, August 2011-August 2012
Figure 123: Brands of dental floss used, by age, August 2011-August 2012
Figure 124: Brands of tooth whiteners, by age, August 2011-August 2012
Figure 125: Brands of toothpaste used, by race/Hispanic origin, August 2011-August 2012
Figure 126: Brands of power toothbrushes, by race/Hispanic origin, August 2011-August 2012
Figure 127: Brands of manual toothbrushes used, by race/Hispanic origin, August 2011-August 2012
Figure 128: Brands of mouthwash used, by race/Hispanic origin, August 2011-August 2012
Figure 129: Brands of dental floss used, by race/Hispanic origin, August 2011-August 2012
Figure 130: Brands of tooth whiteners, by race/Hispanic origin, August 2011-August 2012
Shopping behaviors
Figure 131: Oral care shopping behaviors, by household income, January 2013
Purchase factors
Figure 132: Importance of oral care purchase factors, by parents with children and age, January 2013
Interest in product attributes
Figure 133: Interest in toothpaste and mouthwash attributes, January 2013
Figure 134: Interest in mouthwash attributes, by household income, January 2013
Interest in new types of products
Figure 135: Interest in new oral care product formats/types, by household income, January 2013
APPENDIX—SOCIAL MEDIA
Usage and awareness
Figure 136: Brand usage or awareness, January 2013
Figure 137: Crest usage or awareness, by demographics, January 2013
Figure 138: Colgate usage or awareness, by demographics, January 2013
Figure 139: Sensodyne usage or awareness, by demographics, January 2013
Figure 140: Oral-B usage or awareness, by demographics, January 2013
Figure 141: Philips Sonicare usage or awareness, by demographics, January 2013
Figure 142: Scope usage or awareness, by demographics, January 2013
Activities done
Figure 143: Activities done, January 2013
Figure 144: Crest – Activities done, by demographics, January 2013
Figure 145: Colgate – Activities done, by demographics, January 2013
Figure 146: Sensodyne – Activities done, by demographics, January 2013
Figure 147: Oral-B – Activities done, by demographics, January 2013
Figure 148: Philips Sonicare – Activities done, by demographics, January 2013
Figure 149: Scope – Activities done, by demographics, January 2013
Online conversations
Figure 150: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
Figure 151: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
Figure 152: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
Figure 153: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
Figure 154: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
Figure 155: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
APPENDIX—TRADE ASSOCIATIONS