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Oral Care - UK - June 2015

“Whilst the essential nature of oral care products means that usage is relatively high across most demographics, there remains an opportunity for oral care brands to grow sales by targeting marketing and NPD at seniors and men, helping to make them more engaged with the market overall.”
– Jack Duckett, Consumer Lifestyle Analyst

This report discusses the following key topics:

  • Engaging with the senior oral care market
  • Nudging men into better oral care habits
  • Bolstering sales in the mouthwash market
Following strong performance of the mouthwash segment in 2013 as a result of unit price increases and the introduction of premium-priced versions, sales declined in 2014, impacted by media reports of a link between high mouthwash usage and oral cancer. It is therefore important for brands operating in the category to be more transparent and educational about product content, as well as to use more natural ingredients where possible, to help allay consumer concerns.

Whilst the essential nature of toothbrushes and toothpaste means that that portion of the market is relatively protected in terms of sales, recent media attention over the supposed link between excessive mouthwash usage and oral cancers have likely contributed to reduced usage of the segment; mouthwashes formulated with naturally derived ingredients could therefore help dispel concerns and attract lapsed users. Brands could also look to further grow sales by further appealing to men and seniors, two groups which have historically proven to be less engaged in oral care.

This report explores the different types of oral care products people use and their underlying oral health concerns. In addition, this report investigates what indicators people use to signify that they have cleaned their teeth properly, and also looks at brushing techniques.

This report covers the UK consumer market for oral hygiene products, including products in the following categories:

  • Toothbrushes – standard manual, electric (rechargeable), battery-powered (non-rechargeable), replacement toothbrush heads, travel brushes and combined toothbrush/tongue scrapers
  • Toothpaste – including pastes, gels, polish and powder formats
  • Mouthwash/rinse – primarily for the maintenance of dental and oral hygiene, includes medicated and non-medicated
  • Denture products – cleaners and fixatives and cleaners for orthodontic appliances
  • Dental accessories/ancillaries – includes cosmetic whitening products, eg gels, fresh breath dental chewing gum (eg Colgate Whitening Dental Gum) with product licences for the treatment and maintenance of oral hygiene, tongue scrapers, fresh breath strips and other breath fresheners, dental floss/tape, nterdental sticks and brushes, disclosing tablets.

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Table of contents

  1. 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

                                                                                                Companies Covered

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

                                                                                                Oral Care - UK - June 2015

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