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Oral Care - UK - July 2017

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Market value plateaus
Figure 1: Best- and worst-case forecast of UK value sales of oral care products, 2012-22
Companies and brands
Oral-B dominates tooth brushing…
Figure 2: Brand shares of UK value sales in the toothbrush segment, year to April 2017
…and improves sales performance in toothpaste segment
Figure 3: Brand shares of UK value sales in the toothpaste segment, year to April 2017
Listerine struggles to counter falling interest in mouthwash
Figure 4: Brand shares of UK value sales in the mouthwash segment, year to April 2017
Innovation soars
Figure 5: New launches in the UK oral care market, by product segment, January 2014-May 2017
The consumer
Electric toothbrushes gain momentum
Figure 6: Toothbrush usage in the last three months, March 2016 and May 2017
Mouthwash struggles to stay relevant
Figure 7: Usage of other oral care products in the last three months, March 2016 and May 2017
A lack of clear guidance could be harming oral health
Figure 8: Frequency of conducting oral care activities, May 2017
Opportunity for brands to extend expert status
Figure 9: Oral care visits in the last six months, May 2017
Harnessing interest from young adults
Figure 10: Actions taken for oral health in the last six months, May 2017
Familiar whitening products most sought
Figure 11: Interest in whitening products and services, May 2017
Instilling good habits in young adults
Figure 12: Attitudes towards oral care, May 2017
What we think
ISSUES AND INSIGHTS
The evolution of whitening
The facts
The implications
Boosting mouthwash usage
The facts
The implications
Cutting through the noise
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market value plateaus
Sales of mouthwash struggle
Savvy shopping benefits multiple grocers and online
Population growth could boost the category
Harnessing lifestyle trends
MARKET SIZE AND FORECAST
Market value plateaus
Figure 13: UK retail value sales of oral care products, at current and constant prices, 2012-22
Future growth muted
Figure 14: Best- and worst-case forecast of UK value sales of oral care products, 2012-22
Forecast methodology
MARKET SEGMENTATION
Regularity of tooth brushing keeps category value afloat
Figure 15: UK retail value sales of oral care products, by segment, 2015 and 2016
Sales of mouthwash continue to struggle
CHANNELS TO MARKET
Savvy shopping on branded goods benefits multiple grocers
Figure 16: UK retail value sales of oral care products, by outlet type, 2015 and 2016
Amazon initiatives give online channels a boost
Figure 17: Oral-B Genius Black Friday offer, November 2016
Potential for subscription services
MARKET DRIVERS
Population growth could benefit the category
Figure 18: Trends in the age structure of the UK population, 2012-22
The power of the selfie
Daily grooming routines under pressure
Figure 19: Daily beauty and grooming routines, December 2016
Leveraging coffee trends
Figure 20: Frequency of using coffee shops, October 2016
Tobacco smoking rates continue to fall
Figure 21: Smoking status, November 2014 and October 2016
Financial confidence and Brexit
Figure 22: Changes in household finances, January 2015-May 2017
Benefits of flossing under question
NHS visits see an uplift…
Figure 23: Number (in thousands) of adult patients seen in the previous 24 months, child patients seen in the previous 12 months and the percentage of the population, at specified dates, June 2016-March 2017
…despite coming under increased pressure
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Oral-B performs well for tooth brushing and toothpaste
TePe storms ahead in the dental accessories segment
Lack of advertising dents value sales of denture products
Innovation soars
An increase in whitening claims
Adspend for electric toothbrushes rises
Colgate adjusts its advertising approach
Oral-B and Listerine have strong positive perceptions
MARKET SHARE
Market leader Oral-B continues to perform well in tooth brushing…
Figure 24: Retail value sales of toothbrushes, by brand, years ending April 2016 and 2017
…and steals share for toothpaste
Figure 25: Retail value sales of toothpaste, by brand, years ending April 2016 and 2017
Value sales of Listerine mouthwash slide
Figure 26: Retail value sales of mouthwash, by brand, years ending April 2016 and 2017
TePe replaces Oral-B as leading dental accessories brand
Figure 27: Retail value sales of dental accessories, by brand, years ending April 2016 and 2017
Lack of advertising clout hampers growth of denture brands
Figure 28: Retail value sales of denture products, by brand, years ending April 2016 and 2017
LAUNCH ACTIVITY AND INNOVATION
Growth in overall launch activity
Figure 29: New launches in the UK oral care market, by product segment, January 2014-May 2017
Figure 30: Examples of advanced toothpaste and toothbrush launches, 2016-17
True innovation rises, but could prove detrimental
Figure 31: New launches in the UK oral care market, by launch type, January 2014-May 2017
Figure 32: Examples of toothbrushes and toothpastes featuring ‘new product’ launch type, 2016
Own-label NPD sees an uplift
Figure 33: New launches in the UK oral care market, branded versus own-label, January 2014-May 2017
Figure 34: Examples of own-label dental ancillary launches, 2016
Colgate-Palmolive dominates launch activity
Figure 35: NPD in the UK oral care market, by top 10 ultimate companies and other, 2016
Whitening claims increase
Figure 36: Fastest growing product positioning claims in the dental ancillaries sub-category, 2015-16
Figure 37: Examples of oral care product launches featuring whitening claims, 2017
Paint it black
Figure 38: Examples of oral care product launches featuring black formulae, 2016-17
Colour-correction for whitening
Figure 39: PopWhite dental care system, 2017
Decline in mouthwash NPD impacts claims
Own-label contributes to increased kids’ offerings
Figure 40: Own-label oral care launches for children, 2016
ADVERTISING AND MARKETING ACTIVITY
Electric toothbrushes an increasing area of focus
Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, January 2014-May 2017
P&G and GSK increase share of adspend
Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2014-May 2017
Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by top 10 brands and other, 2016
Figure 44: Quip Twitter feed, June 2017
Colgate continues more targeted approach to build awareness
Figure 45: Colgate Max White campaign, in support of Britain’s Next Top Model, May 2017
Digital spend on the rise
Figure 46: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by media type, January 2014-May 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 47: Attitudes towards and usage of selected brands, May 2017
Key brand metrics
Figure 48: Key metrics for selected brands, May 2017
Brand attitudes: Oral-B the stand-out brand
Figure 49: Attitudes, by brand, May 2017
Brand personality: Arm & Hammer lacks positive brand image
Figure 50: Brand personality – Macro image, May 2017
Listerine, Corsodyl and Oral-B viewed as more expert and effective
Figure 51: Brand personality – Micro image, May 2017
Brand analysis
Oral-B is a strong all-rounder
Figure 52: User profile of Oral-B, May 2017
Corsodyl viewed as effective and caring
Figure 53: User profile of Corsodyl, May 2017
Listerine has a good reputation
Figure 54: User profile of Listerine, May 2017
Arm & Hammer struggles with old-fashioned image
Figure 55: User profile of Arm & Hammer, May 2017
BlanX lacks brand image
Figure 56: User profile of BlanX, May 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Electric toothbrushes gain momentum
Mouthwash struggles to stay relevant
A lack of clear guidance could be harming oral health
Opportunity for brands to extend expert status
Harnessing interest from young adults
Familiar whitening products most sought
Instilling good habits in young adults
ORAL CARE PRODUCT USAGE
Electric toothbrushes gain momentum…
Figure 57: Toothbrush usage in the last three months, March 2016 and May 2017
…whilst manual toothbrush usage plateaus
Mouthwash struggles to stay relevant
Figure 58: Usage of other oral care products in the last three months, March 2016 and May 2017
Penetration of floss rises, despite negative media attention
FREQUENCY OF ORAL CARE ACTIVITIES
A third of toothbrush users not following guidance
Figure 59: Frequency of conducting oral care activities, May 2017
Floss and mouthwash risk falling out of routines
BEHAVIOURS AROUND ORAL CARE
Opportunity for brands to extend expert status
Figure 60: Oral care visits in the last six months, May 2017
Older women make more oral care visits
Figure 61: Oral care check-up visits amongst women, by age group, May 2017
Ingrained habits are tough to break
Figure 62: Actions taken for oral health in the last six months, May 2017
INTEREST IN WHITENING PRODUCTS AND SERVICES
Consumers lean towards more familiar whitening products
Figure 63: Interest in whitening products and services, May 2017
A ‘healthier’ whitening proposition
Borrowing from beauty
Oil-pulling as an emerging trend
ATTITUDES TOWARDS ORAL CARE
Young adults believe white = healthy
Figure 64: Attitudes towards oral care, May 2017
Overwhelming choice
Refusal to prepare may be a calculated risk
Dental health is mental health
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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