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Oral Care - UK - July 2018

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Market growth to be sluggish
Figure 1: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
Companies and brands
Oral-B insulated from toothbrush market fall
Figure 2: Retail value sales of toothbrushes, % share by brand, year ending May 2018
Colgate’s popularity could be denting its value growth
Figure 3: Retail value sales of toothpastes, % share by brand, year ending May 2018
Mouthwash falls across the board
Figure 4: Retail value sales of mouthwash, % share by brand, year ending May 2018
TePe stretches lead over Oral-B in ancillaries
Figure 5: Retail value sales of dental ancillaries, % share by brand, year ending May 2018
Denture products yet to benefit from ageing population
Figure 6: Retail value sales of denture products, % share by brand, year ending May 2018
Overall NPD activity rising
Figure 7: New launches in the UK oral care market, by product segment, January 2015-May 2018
The consumer
Consumers flow from manual to electric toothbrushes
Figure 8: Usage of toothbrushes, May 2017 and May 2018
Whitening kit usage trails interest in whitening
Figure 9: Usage of other oral care products, May 2017 and May 2018
Whitening kit frequency rises
Figure 10: Frequency of oral care, May 2018
Consumers show most interest in natural products
Figure 11: Interest in oral care products and services, May 2018
Under-35s seek better breath and whiter teeth
Figure 12: Behaviours around oral care, May 2018
Some claims hard to believe
Figure 13: Attitudes towards oral care, May 2018
Some parents lax on dental check-ups
Figure 14: Parents’ behaviours around children’s oral care, May 2018
Parents could benefit from more understanding around kids’ dental care
Figure 15: Parents’ attitudes towards children’s oral care, May 2018
What we think
ISSUES AND INSIGHTS
Whitening looks to be a lasting trend
The facts
The implications
Category needs to promote standardised oral care recommendations
The facts
The implications
Continued discounting risks undermining true innovation
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market size decreases
Sales slide across the board
Only online channel sees growth
Ageing population boom yet to come
Changes in tobacco and coffee consumption could impact sales
Sugar awareness rises
MARKET SIZE AND FORECAST
Market size slips further into decline…
Figure 16: UK retail value sales of oral care products, at current and constant prices, 2013-23
…which is expected to continue to 2023
Figure 17: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
Forecast methodology
MARKET SEGMENTATION
Sales slide across the board
Figure 18: UK retail value sales of oral care products, by segment, 2016 and 2017
CHANNELS TO MARKET
Only online channel sees growth
Figure 19: Retail value sales of oral care products, by outlet type, 2016 and 2017
MARKET DRIVERS
Ageing population boom yet to come
Figure 20: Trends in the age structure of the UK population, 2012-22
Three in 10 adults unhappy with appearance of teeth
Figure 21: Proportion of adults who indicate that they are unhappy/very unhappy with appearance of their teeth, by gender and age, November 2017
Smoking rate continues to fall
Figure 22: Proportion of current smokers and smokers who have quit, all persons aged 16 and over, 1976-2016
Coffee consumption levels out
Figure 23: Forecast of UK retail volume sales of coffee*, 2012-22
Sugar awareness rises…
…but stress could be keeping consumption high
Access to NHS dental services continues to reduce
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Oral-B, Colgate and Listerine see value fall
Overall NPD activity rising
Whitening claims increase
Recorded advertising spend bounces back
Colgate the most recognised and used brand
MARKET SHARE
Oral-B insulated from toothbrush market fall
Figure 24: Retail value sales of toothbrushes, by brand, years ending May 2017 and 2018
Colgate’s popularity could be denting its value growth
Figure 25: Retail value sales of toothpaste, by brand, years ending May 2017 and 2018
Mouthwash falls across the board
Figure 26: Retail value sales of mouthwash, by brand, years ending May 2017 and 2018
TePe stretches lead over Oral-B in ancillaries
Figure 27: Retail value sales of dental accessories, by brand, years ending May 2017 and 2018
Denture products yet to benefit from ageing population
Figure 28: Retail value sales of denture products, by brand, years ending May 2017 and 2018
LAUNCH ACTIVITY AND INNOVATION
Overall NPD activity rising
Figure 29: New launches in the UK oral care market, by product segment, January 2015-May 2018
Figure 30: Examples of dental ancillary launches, 2017-18
NPD in mouthwashes continues to slide
Figure 31: UltraDEX One GO on-the-go mouthwash sachets, 2018
True innovation continues to slow
Figure 32: New launches in the UK oral care market, by launch type, January 2015-May 2018
Figure 33: Examples of relaunched or repackaged oral care products from leading brands, 2017
Figure 34: NPD in the UK oral care market, by top 10 ultimate companies and other, 2017
Whitening claims increase in prevalence
Figure 35: Top 10 claims in the UK oral care market (based on 2017), 2016 and 2017
Figure 36: Examples of whitening toothpaste/powder launches, 2017
ADVERTISING AND MARKETING ACTIVITY
Recorded adspend bounces back
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by product type, January 2015-May 2018
Colgate-Palmolive ups adspend to catch rivals
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2016-May 2018
Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by top 10 brands and other, 2017
TV increases its domination
Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by media type, January 2015-May 2018
Figure 41: Corsodyl ‘Journey’ TV advert, 2017
Oral-B links with image filtering trend
Figure 42: Oral-B White Luxe Perfection toothpaste advert, October 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 43: Attitudes towards and usage of selected brands, April 2018
Key brand metrics
Figure 44: Key metrics for selected brands, April 2018
Brand attitudes: Colgate and Aquafresh most trusted
Figure 45: Attitudes, by brand, April 2018
Brand personality: DenTek and CB12 seen as boring
Figure 46: Brand personality – macro image, April 2018
Sensodyne perceived as an expert
Figure 47: Brand personality – micro image, April 2018
Brand analysis
Sensodyne resonates with women
Figure 48: User profile of Sensodyne, April 2018
Colgate the most recognised and used brand
Figure 49: User profile of Colgate, April 2018
Aquafresh skews younger than Colgate
Figure 50: User profile of Aquafresh, April 2018
CB12 attracts affluent younger demographic
Figure 51: User profile of CB12, April 2018
DenTek yet to make an impact
Figure 52: User profile of DenTek, April 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Consumers flow from manual to electric toothbrushes
Whitening kit usage trails interest in whitening
Core oral care routines still not following guidelines
Consumers show most interest in natural products
Three in 10 interested in food and drink for oral care
Under-35s seek better breath and whiter teeth
Some claims hard to believe
Parents could benefit from more understanding around kids’ dental care
USAGE OF ORAL CARE PRODUCTS
Consumers flow from manual to electric toothbrushes
Figure 53: Usage of toothbrushes, May 2017 and May 2018
Figure 54: Repertoire of toothbrush usage, May 2018
Mouthwash penetration remains flat
Figure 55: Usage of other oral care products, May 2017 and May 2018
Whitening kit usage trails interest in whitening
Flossing sticks gain ground
FREQUENCY OF ORAL CARE
Whitening kit frequency rises
Figure 56: Frequency of oral care, May 2018
Core oral care routines still not following guidelines
INTEREST IN ORAL CARE PRODUCTS AND SERVICES 
Consumers show most interest in natural products
Figure 57: Interest in oral care products and services, May 2018
Three in 10 interested in food and drink for oral care
Figure 58: Clear drink launches in Japan, 2018
Lower interest in subscription and apps
BEHAVIOURS AROUND ORAL CARE
Under-35s seek better breath…
Figure 59: Behaviours around oral care, May 2018
…and whiter teeth
ATTITUDES TOWARDS ORAL CARE
Some claims hard to believe
Figure 60: Attitudes towards oral care, May 2018
Caring for the environment
CHILDREN’S ORAL CARE
Some parents lax on children’s dental check-ups
Figure 61: Parents’ behaviours around children’s oral care, May 2018
Adopting ‘healthier’ lifestyle choices for children’s dental health
Trust in children to brush properly
Figure 62: FunZone features in the Oral-B app, 2018
Figure 63: Parents’ attitudes towards children’s oral care, May 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
APPENDIX – THE MARKET
Figure 64: Best- and worst-case forecast of UK value sales of toothbrush and toothpaste products, 2013-23
Figure 65: Best- and worst-case forecast of UK value sales of mouthwash products, 2013-23
Figure 66: Best- and worst-case forecast of UK value sales of dental accessories and denture products, 2013-23
APPENDIX – COMPANIES AND BRANDS
Figure 67: New launches in the UK oral care market, branded versus own-label, January 2015-May 2018

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