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Oral Care - UK - June 2015

INTRODUCTION
Products covered in this report
Excluded
Abbreviations
EXECUTIVE SUMMARY
Mouthwash segment slows overall market growth
Figure 1: Best and worst-case forecast for UK retail sales of oral care products, 2010-20
Driving engagement with men and seniors
Figure 2: Repertoire of times of day oral care routines carried out, March 2015
Toothpaste accounts for largest share of launch activity
Figure 3: New launches in the UK oral care market, by product segment, January 2012-March 2015
Natural ingredients could help to increase mouthwash usage
Figure 4: Oral care product usage, March 2015
Young adults have more oral health concerns
Figure 5: Oral health concerns, March 2015
Fresh mouth indicates cleanliness to seven in 10
Figure 6: Oral hygiene indicators, March 2015
Opportunity to expand smart technology
Figure 7: Brushing technique, March 2015
What we think
ISSUES AND INSIGHTS
Engaging with the senior oral care market
The facts
The implications
Nudging men into better oral care habits
The facts
The implications
Bolstering sales in the mouthwash market
The facts
The implications
MARKET DRIVERS
Key points
Oral care regimens
Figure 8: Repertoire of times of day oral care routines carried out, March 2015
Figure 9: Oral care routine, March 2015
Nearly three in 10 unhappy with appearance of their teeth
Figure 10: Contentment with appearance of teeth, September 2014
Number of dentist visits rises
Figure 11: Number of patients and the percentage of the population seen by an NHS dentist in the 24 months to June 2011 and June 2014, England
Figure 12: Number of dentists with NHS activity in England, 2006-07/2013-14
War on sugar offers further opportunities to oral care sector
Nearly half of all 15-year-olds show signs of tooth decay
Figure 13: Percentage of children with obvious decay experience in permanent teeth, by age, 2003 and 2013
Opportunity to better engage with senior market
Figure 14: Trends in the age structure of the UK population, 2009-19
WHO’S INNOVATING?
Key points
Toothpaste accounts for largest share of launch activity
Figure 15: New launches in the UK oral care market, by product segment, January 2012-March 2015
Figure 16: Examples of dental ancillary product launches, January 2014-March 2015
New products account for over seven in 10 launches
Figure 17: New launches in the UK oral care market, by launch type, January 2012-March 2015
Figure 18: Examples of toothbrush product launches, January 2014-March 2015
Newer technologies in electric brushing emerge
Figure 19: Kolibree toothbrush, 2015
Independent brands regain dominance over launch activity
Figure 20: New launches in the UK oral care market, branded versus own-label, January 2012-March 2015
Figure 21: NPD in the UK oral care market, by top 10 ultimate companies and other (based on 2014), January 2012-March 2015
Figure 22: Colgate Maximum Cavity Protection range, 2014
Figure 23: Examples of product launches by GSK in the UK oral care market, 2014
Rise of smaller oral care brands
Figure 24: Examples of product launches by companies from outside the top 10, January 2012-March 2015
Whitening claims gain further traction in mouthwash category
Figure 25: Top 10 product positioning claims (in 2014) in the mouthwash sub-category, January 2012-March 2015
Figure 26: Mouthwash launches carrying whitening claims, January 2014-March 2015
Rise in toothbrushes aimed at babies and young children
Figure 27: Top 10 product positioning claims (in 2014) in the toothbrush sub-category, January 2012-March 2015
Figure 28: Examples of toothbrushes launches designed for babies/toddlers and children aged 5-12, 2014
Whitening claims take inspiration from technology sector
Figure 29: Top 10 product positioning claims (in 2014) in the toothpaste sub-category, January 2012-March 2015
Figure 30: Examples of whitening toothpastes using technology-inspired language, 2014
Growth in antibacterial claims
Flossing on-the-go
Figure 31: Top 10 product positioning claims (in 2014) in the dental ancillaries sub-category, January 2012-March 2015
MARKET SIZE AND FORECAST
Key points
Growth hampered by mouthwash segment
Figure 32: UK retail value sales of oral care products, 2015-20
Denture products to drive growth
Figure 33: Best and worst-case forecast of UK retail value sales of oral care products, 2010-20
Forecast methodology
SEGMENT PERFORMANCE
Key points
High price point drives value sales of toothbrushes and toothpaste
Figure 34: UK retail value sales of oral care, by sector, years ending December 2013 and 2014
Mouthwash sales decline
Denture products and dental accessories boom
MARKET SHARE
Key points
Colgate leads toothpaste market
Figure 35: UK retail value sales of toothpaste, by brand, years ending March 2014 and 2015
Oral-B dominates toothbrush category
Figure 36: UK retail value sales of toothbrushes, by brand, years ending March 2014 and 2015
Colgate enjoys increase in value sales in mouthwash segment
Figure 37: UK retail value sales of mouthwash, by brand, years ending March 2014 and 2015
Fixodent drives sales of denture products
Figure 38: UK retail value sales of denture products, by brand, years ending March 2014 and 2015
Own-label stands out in dental accessories market
Figure 39: UK retail value sales of dental accessories, by brand, years ending March 2014 and 2015
COMPANIES AND PRODUCTS
Colgate-Palmolive
Background and structure
Strategy and financial performance
Figure 40: Colgate-Palmolive (UK) Limited financial performance, 2011-12
Product range and innovation
Figure 41: Examples of new product launches by Colgate-Palmolive in the oral care products market, May 2014-April 2015
Marketing and advertising
Figure 42: Main monitored advertising spend in the UK oral care category, by Colgate-Palmolive, January 2012-March 2015
GlaxoSmithKline
Background and structure
Strategy and financial performance
Figure 43: Glaxo-smithkline UK Limited financial performance, 2012-13
Product range and innovation
Figure 44: Examples of new product launches by GSK in the oral care products market, May 2014-April 2015
Marketing and advertising
Figure 45: Main monitored advertising spend in the UK oral care products category, by GSK, January 2012-March 2015
Procter & Gamble
Background and structure
Strategy and financial performance
Figure 46: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2013-14
Product range and innovation
Figure 47: Examples of new product launches by P&G in the oral care products market, May 2014 – April 2015
Marketing and advertising
Figure 48: Main monitored advertising spend in the UK oral care category, by P&G, January 2012-March 2015
Johnson & Johnson (McNeil Products)
Background and structure
Strategy and financial performance
Figure 49: McNeil Healthcare (UK) Limited financial performance, 2012-13
Product range and innovation
Figure 50: Examples of new product launches by Johnson & Johnson in the oral care products market, May 2014-April 2015
Marketing and advertising
Figure 51: Main monitored advertising spend in the UK oral care category, by Johnson & Johnson, January 2012-March 2015
Church & Dwight
Background and structure
Strategy and financial performance
Figure 52: Church & Dwight (UK) Limited financial performance, 2012-13
Product range and innovation
Figure 53: Examples of new product launches by Church & Dwight in the oral care products market, May 2014-April 2015
Marketing and advertising
Figure 54: Main monitored advertising spend in the UK oral care category, by Church & Dwight, January 2012-March 2015
BRAND RESEARCH
Key points
Brand map
Figure 55: Attitudes towards and usage of selected brands, March 2015
Key brand metrics
Figure 56: Key metrics for selected brands, March 2015
Brand attitudes: Colgate is most trusted brand on display
Figure 57: Attitudes, by brand, March 2015
Brand personality: Aquafresh’s colourful branding and promotion encourages fun image
Figure 58: Brand personality – Macro image, March 2015
Oral-B and Listerine have the advantage in perceived expertise
Figure 59: Brand personality – Micro image, March 2015
Brand analysis
Colgate manages to appeal to a wide cross-section of the public
Figure 60: User profile of Colgate, March 2015
Oral-B has innovative image through technological and electronic expertise
Figure 61: User profile of Oral-B, March 2015
Listerine potentially has scope to extend product breadth
Figure 62: User profile of Listerine, March 2015
Aquafresh’s usage limited by particularly youthful image
Figure 63: User profile of Aquafresh, March 2015
Arm & Hammer lacks relevant brand image and may struggle to boost usage
Figure 64: User profile of Arm & Hammer, March 2015
BRAND COMMUNICATION AND PROMOTION
Key points
Small rise in advertising expenditure in 2014
Figure 65: Main monitored advertising spend in the UK oral care category, by sub-category, January 2012-March 2015
GSK leads advertising expenditure
Figure 66: Main monitored advertising spend in the UK oral care category, by advertiser, January 2012-March 2015
Colgate and Oral-B lead brand expenditure in 2014
Figure 67: Main monitored advertising spend in the UK oral care category, by top 10 brands and other, 2014
Figure 68: Listerine World Cup Tweet, June 2014
Opportunity to explore alternative advertising channels
Figure 69: Main monitored advertising spend in the UK oral care category, by media type, January 2012-March 2015
CHANNELS TO MARKET
Key points
Restructuring oral care aisles
Figure 70: UK retail value sales of oral care products, by outlet type, 2013 and 2014
Discounters grow share of market
Opportunity to expand oral care vending sales
Figure 71: Purchase of oral care products from vending machines in last 12 months, by selected demographics, August 2014
THE CONSUMER – USAGE OF ORAL CARE PRODUCTS
Key points
Manual versus electric
Figure 72: Toothbrush usage, March 2015
Men prefer firmer toothbrushes
Over four in 10 use whitening toothpastes
Figure 73: Toothpaste usage, March 2015
17% of adults use an alcohol-free mouthwash
Figure 74: Mouthwash usage, March 2015
Just 43% use dental floss
Figure 75: Usage of other oral care products, March 2015
THE CONSUMER – ORAL HEALTH CONCERNS
Key points
Younger consumers most engaged over dental concerns
Figure 76: Oral health concerns, March 2015
Thinning enamel concerns 52% of adults
Half of all adults concerned about bad breath
Figure 77: Oral health concerns, March 2015
Figure 78: Mint device and accompanying smartphone app, February 2015
Opportunity to drive oral care education amongst men
Figure 79: Oral health concerns, March 2015
Regular brushers more concerned about their teeth and gums
Figure 80: Oral health concerns, any concerned, by daily product users, March 2015
Fresh mouth indicates cleanliness to seven in 10
Figure 81: Oral hygiene indicators, March 2015
Older adults more influenced by fresh feeling
Figure 82: Selected oral hygiene indicators, by age, March 2015
THE CONSUMER – BRUSHING TECHNIQUE
Key points
Opportunity to expand smart technology
Figure 83: Brushing technique, March 2015
Improving oral care routines for manual toothbrush users
Figure 84: Length of brushing time, by electric toothbrush users versus manual toothbrush users, March 2015
Opportunity to increase oral care awareness amongst older consumers
Figure 85: Brushing technique, March 2015
APPENDIX – WHO’S INNOVATING?
Figure 86: New launches in the UK oral care market, by launch type and sub category, 2014
Figure 87: New launches in the UK oral care market, by launch type and branded versus own-label, 2014
Figure 88: New launches in the UK oral care market, by subcategory and branded versus own-label, 2014
Figure 89: New launches in the UK oral care market, by launch type of top five ultimate companies, 2014
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 90: Advertising expenditure in the UK oral care category, by segment, January 2012-March 2015
Figure 91: Advertising expenditure in the UK oral care category, by brand, 2014
Figure 92: P&G advertising expenditure in the UK oral care category, January 2012-March 2015
Figure 93: Colgate-Palmolive advertising expenditure in the UK oral care category, January 2012-March 2015

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