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Oral Care - UK - July 2017

“As a hygiene essential, the category continues to experience some growth in the face of price promotions. However, a reduction in oral care routines is undermining true growth potential, with mouthwash falling from favour. A focus on reinvigorating interest in mouthwashing through new usage propositions could benefit the overall category, whilst the continued alignment of oral care with beauty can boost interest and spend amongst a younger, more appearance-focussed audience.”
– Hera Crossan, Personal Care Analyst

This Report discusses the following key topics:

  • The evolution of whitening
  • Boosting mouthwash usage
  • Cutting through the noise

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Table of contents

  1. 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

                                                                                                                        Companies Covered

                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                        Oral Care - UK - July 2017

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