Oral Care - US - May 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US retail sales and fan chart forecast of oral care products, at current prices, 2008-18
Market factors
Consumers still want to save money despite economic outlook
Many consumers don’t have dental insurance or access to dental services
Segment performance
Figure 2: Total US retail sales and forecast of oral care products, by segment, at current prices, 2010-15
Market players
Figure 3: Share of MULO sales of oral care products, by leading companies, 2013
The consumer
Toothpaste and manual toothbrushes enjoy highest household penetration
Figure 4: Usage of oral care products, November 2012-December 2013
Consumers try to stick with name brands
Figure 5: Brand and private label preferences, February 2014
“Nice to have” product benefits can differentiate products on shelf
A number of consumers not going to the dentist often enough
Figure 6: Attitudes concerning the dentist, February 2014
What we think
ISSUES AND INSIGHTS
Influence consumers to adopt more complex oral care routines
The issues
The implications
Better outreach to underserved consumer segments
The issues
The implications
Grow toothbrush sales
The issues
The implications
TREND APPLICATION
Trend: Non-Standard Society
Trend: Guiding Choice
Trend: Mood to Order
MARKET SIZE AND FORECAST
Key points
Oral care sales are growing modestly
Sales and forecast of oral care products
Figure 7: Total US retail sales and forecast of oral care products, at current prices, 2008-18
Figure 8: Total US retail sales and forecast of oral care products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 9: Total US retail sales and fan chart forecast of oral care products, at current prices, 2008-18
MARKET DRIVERS
Key points
Consumer confidence is growing, but consumers still look to save
Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Median household income continues to decline
Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
Hispanic and Black families present opportunity for the market
Figure 12: Population, by race and Hispanic Origin, 2008-18
Many consumers don’t have dental insurance
Continued awareness of link between general health and oral health
SEGMENT PERFORMANCE
Key points
Toothpaste, mouthwash, and floss/accessories growth drivers for market
Figure 13: Segment share of total US retail sales of oral care products, 2013
Toothpaste segment continues to see gains
Figure 14: Total US retail sales and forecast of toothpaste, at current prices, 2008-18
Mouthwash/rinses experience steady growth
Figure 15: Total US retail sales and forecast of mouthwash/rinse, at current prices, 2008-18
Toothbrush sales flat
Figure 16: Total US retail sales and forecast of toothbrushes, at current prices, 2008-18
Floss/accessories/tools show strongest gains across category
Figure 17: Total US retail sales and forecast of floss/accessories/tools, at current prices, 2008-18
Bleaching/whitening kits rebound slightly, but will likely continue to struggle
Figure 18: Total US retail sales and forecast of bleaching/whitening kits, at current prices, 2008-18
RETAIL CHANNELS
Key points
Most oral care purchases take place through “other retail channels”
Sales of oral care products, by channel
Figure 19: Total US retail sales of oral care products, by channel, at current prices, 2008-13
LEADING COMPANIES
Key points
Oral care market remains highly competitive
MULO manufacturer sales of oral care products
Figure 20: MULO sales of oral care products, by leading companies, 2012 and 2013
BRAND SHARE – TOOTHPASTE
Key points
P&G leads segment with gains in both sales and share
Colgate-Palmolive struggles to grow sales in toothpaste category
Sensodyne continues to drive sales for GlaxoSmithKline
MULO sales of toothpaste
Figure 21: MULO sales of toothpaste, by leading companies, 2012 and 2013
P&G sees gains in household penetration and brand loyalty
Figure 22: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – MOUTHWASH/RINSE
Key points
Johnson & Johnson leads segment despite declines
MULO sales of mouthwash/rinse
Figure 23: MULO sales of mouthwash/rinse, by leading companies, 2012 and 2013
Johnson & Johnson enjoys highest penetration rate
Figure 24: Key purchase measures for the top brands of mouthwash/rinse, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – TOOTHBRUSHES
Key points
P&G leads struggling toothbrush segment
Colgate-Palmolive saw biggest growth in sales, segment share
Philips and Church & Dwight struggle to post gains
MULO sales of toothbrushes
Figure 25: MULO sales of toothbrushes, by leading companies, 2012 and 2013
Category leader P&G posts biggest gains in brand loyalty
Figure 26: Key purchase measures for the top brands of toothbrushes, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – FLOSS/ACCESSORIES/TOOLS
Key points
P&G dominates MULO sales of floss/accessories/tools
Private label sales remain mostly flat
MULO sales of floss/accessories/tools
Figure 27: MULO sales of floss/accessories/tools, by leading companies, 2012 and 2013
Brands and private label see gains in brand loyalty
Figure 28: Key purchase measures for the top brands of floss/accessories/tools, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
BRAND SHARE – BLEACHING/WHITENING KITS
Key points
Sales of bleaching/whitening kits grow due to P&G growth
MULO sales of bleaching/whitening kits
Figure 29: MULO sales of bleaching/whitening kits, by leading companies, 2012 and 2013
INNOVATIONS AND INNOVATORS
New flavor profiles shake up the oral care market
Whitening options continue to be plentiful
Greater variety of portable oral care options
Expanded oral care options for babies and toddlers
MARKETING STRATEGIES
Overview
A white smile in one day
Figure 30: Crest 3D Luxe ad
Figure 31: Colgate Optic White ad
Promoting the full range of oral care products for better oral health
Figure 32: Colgate Total Ad
Figure 33: Crest Pro-Health ad
Figure 34: Carolina on Crest Pro-Health Toothpaste ad
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 35: Key performance indicators, selected oral care brands, April 21, 2013-April 20, 2014
Brand usage and awareness
Figure 36: Brand usage and awareness of oral care brands, February 2014
Interaction with brands
Figure 37: Interaction with oral care brands, February 2014
Leading online campaigns
Viral videos
Social good
What we think
Online conversations
Figure 38: Crest topic cloud, by relevance, January 2014
Figure 39: Online mentions, selected oral care brands, April 21, 2013-April 20, 2014
Where are people talking about oral care brands?
Figure 40: Mentions by page type, selected oral care brands, April 21, 2013-April 20, 2014
What are people talking about online?
Figure 41: Mentions by topic of conversation, selected oral care brands, April 21, 2013-April 20, 2014
ORAL CARE PRODUCT USAGE
Key points
Toothpaste and manual toothbrushes most widely used products
Figure 42: Usage of oral care products, by gender and age, November 2012-December 2013
Multipurpose toothpaste enjoys most daily use
Figure 43: Oral care product usage – Daily usage, February 2014
Younger consumers embrace greater number of products
Figure 44: Oral care product usage – Daily usage, by gender and age, February 2014
Income impacts product use
Figure 45: Oral care product usage – Daily usage, by household income, February 2014
SHOPPING FOR ORAL CARE PRODUCTS
Key points
Most purchase their own oral care products
Figure 46: Oral care purchase responsibility, February 2014
Figure 47: Oral care purchase responsibility, by gender and age, February 2014
Toothpaste commands strongest brand loyalty
Figure 48: Brand and private label preferences, February 2014
Older consumers stick with name brands
Figure 49: Brand and private label preferences – Toothpaste, by gender and age, February 2014
Figure 50: Brand and private label preferences – Mouthwash, by gender and age, February 2014
Figure 51: Brand and private label preferences – Manual toothbrushes, by gender and age, February 2014
Figure 52: Brand and private label preferences – Floss/dental accessories, by gender and age, February 2014
PRODUCT ATTRIBUTES
Key points
Cleaning effectiveness, price, and prevention top product attributes
Figure 53: Important product attributes, February 2014
Price has slight edge over effectiveness of cleaning among younger shoppers
Figure 54: Important product attributes, by gender and age, February 2014
ATTITUDES CONCERNING DENTISTS
Key points
Nearly a quarter of consumers say they don’t go to dentist often enough
Figure 55: Attitudes concerning the dentist, February 2014
Figure 56: Percentage of US adults who have visited the dentist over the previous 12 months, 2008 and 2013
Older adults wish they had better dental coverage
Visiting the dentist causes anxiety for some
Figure 57: Attitudes concerning the dentist, by gender and age, February 2014
Less affluent consumers most likely to say they aren’t visiting the dentist as often as they should
Figure 58: Percentage of US adults who have visited the dentist over the previous 12 months, by annual household income, 2008 and 2013
Figure 59: Attitudes concerning the dentist, by household income, February 2014
CHILDREN’S ORAL CARE
Key points
Confusion regarding children’s oral health
Figure 60: Attitudes concerning children's oral care, by parents/guardian with children in household, February 2014
RACE AND HISPANIC ORIGIN
Key points
Product usage varies by race/ethnic origin
Figure 61: Oral care product usage – Daily usage, by race/Hispanic origin, February 2014
Blacks and Hispanics highly brand loyal
Figure 62: Oral care purchase responsibility, by race/Hispanic origin, February 2014
Figure 63: Brand and private label preferences – Toothpaste, by race/Hispanic origin, February 2014
Figure 64: Brand and private label preferences – Mouthwash, by race/Hispanic origin, February 2014
Figure 65: Brand and private label preferences – Manual toothbrushes, by race/Hispanic origin, February 2014
Cleaning effectiveness and price matter most to Blacks and Hispanics
Figure 66: Important product attributes, by race/Hispanic origin, February 2014
Hispanics and Blacks less likely to have seen dentist in past year
Figure 67: Percentage of US adults who have visited the dentist over the previous 12 months, by race/ethnicity, 2008 and 2013
Figure 68: Attitudes concerning the dentist, by race/Hispanic origin, February 2014
APPENDIX – OTHER MARKET TABLES
Segment performance
Figure 69: Total US retail sales of oral care products, by segment, at current prices, 2011 and 2013
Retail channels
Figure 70: Total US retail sales of oral care products, by channel, at current prices, 2011-13
APPENDIX – OTHER USEFUL CONSUMER TABLES
Oral care product usage
Figure 71: Usage of oral care products, by household income, November 2012-December 2013
Figure 72: Types of power toothbrushes used, by race/Hispanic origin, November 2012-December 2013
Figure 73: Types of power toothbrushes used, by household income, November 2012-December 2013
Figure 74: Types of power toothbrushes used, by gender and age, November 2012-December 2013
Figure 75: Kinds of toothpaste used, by race/Hispanic origin, November 2012-December 2013
Figure 76: Kinds of toothpaste used, by household income, November 2012-December 2013
Figure 77: Kinds of toothpaste used, by gender and age, November 2012-December 2013
Figure 78: Frequency of power toothbrush brand use in average day, by race/Hispanic origin, November 2012-December 2013
Figure 79: Frequency of power toothbrush brand use in average day, by household income, November 2012-December 2013
Figure 80: Frequency of power toothbrush brand use in average day, by gender and age, November 2012-December 2013
Figure 81: Frequency of manual toothbrush brand use in average day, by race/Hispanic origin, November 2012-December 2013
Figure 82: Frequency of manual toothbrush brand use in average day, by household income, November 2012-December 2013
Figure 83: Frequency of manual toothbrush brand use in average day, by gender and age, November 2012-December 2013
Figure 84: Frequency of mouthwash/dental rinse brand use, by race/Hispanic origin, November 2012-December 2013
Figure 85: Frequency of mouthwash/dental rinse brand use, by household income, November 2012-December 2013
Figure 86: Frequency of mouthwash/dental rinse brand use, by gender and age, November 2012-December 2013
Figure 87: Frequency of dental floss/flosser brand use, by race/Hispanic origin, November 2012-December 2013
Figure 88: Frequency of dental floss/flosser brand use, by household income, November 2012-December 2013
Figure 89: Frequency of dental floss/flosser brand use, by gender and age, November 2012-December 2013
Figure 90: Oral care product usage, February 2014
Figure 91: Oral care product usage – Regular usage, by gender and age, February 2014
Figure 92: Oral care product usage – Regular usage, by household income, February 2014
Figure 93: Oral care product usage – Daily usage, by repertoire of types of name brand, February 2014
Shopping for oral care products
Figure 94: Brand and private label preferences – Toothpaste, by household income, February 2014
Figure 95: Brand and private label preferences – Mouthwash, by household income, February 2014
Figure 96: Brand and private label preferences – Manual toothbrushes, by household income, February 2014
Figure 97: Brand and private label preferences – Floss/dental accessories, by household income, February 2014
Product attributes
Figure 98: Important product attributes, by household income, February 2014
Figure 99: Important product attributes, by parents/guardian with children in household, February 2014
Figure 100: Important product attributes, by repertoire of types of name brand, February 2014
Attitudes concerning dentists
Figure 101: Attitudes concerning the dentist, by repertoire of types of name brand, February 2014
Children’s oral care
Figure 102: Attitudes concerning children's oral care, by gender and age, February 2014
Figure 103: Attitudes concerning children's oral care, by household income, February 2014
Race and Hispanic origin
Figure 104: Usage of oral care products, by race/Hispanic origin, November 2012-December 2013
Figure 105: Oral care product usage – Regular usage, by race/Hispanic origin, February 2014
APPENDIX – SOCIAL MEDIA
Figure 106: Online mentions, selected oral care brands, April 21, 2013-April 20, 2014
Brand analysis
Figure 107: Crest key social media indicators, April 2014
Figure 108: Colgate key social media indicators, April 2014
Figure 109: Oral-B key social media indicators, April 2014
Figure 110: Listerine key social media indicators, April 2014
Figure 111: Scope key social media indicators, April 2014
Figure 112: Philips Sonicare key social media indicators, April 2014
Brand usage or awareness
Figure 113: Brand usage or awareness, February 2014
Figure 114: Crest usage or awareness, by demographics, February 2014
Figure 115: Colgate usage or awareness, by demographics, February 2014
Figure 116: Listerine usage or awareness, by demographics, February 2014
Figure 117: Scope usage or awareness, by demographics, February 2014
Figure 118: Oral-B usage or awareness, by demographics, February 2014
Figure 119: Philips Sonicare usage or awareness, by demographics, February 2014
Activities done
Figure 120: Activities done, February 2014
Figure 121: Crest – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 122: Crest – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 123: Crest – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 124: Crest – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 125: Colgate – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 126: Colgate – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 127: Colgate – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 128: Colgate – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 129: Listerine – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 130: Listerine – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 131: Listerine – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 132: Listerine – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 133: Scope – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 134: Scope – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 135: Scope – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 136: Scope – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 137: Oral-B – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 138: Oral-B – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 139: Oral-B – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 140: Oral-B – Activities done – I have researched the brand on social media to, by demographics, February 2014
Figure 141: Philips Sonicare – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
Figure 142: Philips Sonicare – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
Figure 143: Philips Sonicare – Activities done – I follow/like the brand on social media because, by demographics, February 2014
Figure 144: Philips Sonicare – Activities done – I have researched the brand on social media to, by demographics, February 2014
APPENDIX – TRADE ASSOCIATIONS