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Oral Care - UK - May 2014

“Although a high proportion of the population visit the dentist, there remains a large proportion who do not do so, as well as a large proportion of parents who do not take their children to the dentist, suggesting missed opportunities for product endorsements. Despite the rise in products designed for children, and the rise in the population of children, only a small proportion of parents agree that it is necessary to use oral care products beyond toothpaste for their child.”

– Roshida Khanom, Senior Personal Care Analyst

Some questions answered in this report include:

  • Are people being encouraged to visit the dentist?
  • Can brands do more to encourage to purchase dental products for babies/children?

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of UK oral care, 2008-18
                • Market factors
                  • Companies, brands and innovation
                    • Figure 2: Percentage of branded vs own-label launches, January 2009-March 2014
                    • Figure 3: Brand shares of total oral care, year ending January 2014
                  • The consumer
                    • Figure 4: Oral health concerns influencing purchase, February 2014
                    • Figure 5: Attitudes towards buying oral healthcare products, February 2014
                  • What we think
                  • Issues and Insights

                      • People are not being encouraged to visit the dentist
                        • The facts
                          • The implications
                            • Parents do not feel the need for dental products for babies/children
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Prove It
                                      • Trend: Guiding Choice
                                        • Trend: Generation Next
                                        • Market Drivers

                                          • Key points
                                            • Dentists remain important
                                              • Figure 6: Number of patients and the percentage of the population seen by an NHS dentist in the 24 months to December 2011 and December 2013, England
                                              • Figure 7: Timing of attempt to book last dental appointment, England 2013
                                            • Rise in children offers opportunities for family packs
                                              • Figure 8: Trends in the age structure of the UK population, 2008-18
                                            • Young professionals offer opportunities for more premium products
                                              • Impact of lifestyle choices on teeth
                                              • Who’s Innovating?

                                                • Key points
                                                  • Toothpaste leads new launches
                                                    • Figure 9: New launches in the UK oral care market, by product segment, January 2009-March 2014
                                                    • Figure 10: Examples of whitening toothbrushes launches, 2013
                                                    • Figure 11: Examples of multi-benefit mouthwash launches, January 2013-April 2014
                                                    • Figure 12: Examples of dental ancillary launches, 2014
                                                  • Electric toothbrushes
                                                    • Own-label leads dental accessories
                                                      • Figure 13: Percentage of branded vs own-label launches, January 2009-March 2014
                                                      • Figure 14: Percentage share of launch activity in the UK oral healthcare market, by company, January 2011-March 2014
                                                      • Figure 15: Examples of own-label dental accessories launches, 2013
                                                    • GSK and Colgate-Palmolive lead new launches
                                                      • Free-from sees a rise in the toothpaste segment
                                                        • Figure 16: Top claims in the UK toothpaste market as a percentage of total launches, January 2011-March 14
                                                      • Whitening sees a rise in the toothbrush segment
                                                        • Figure 17: Top claims in the UK manual toothbrushes market as a percentage of total launches, January 2011-March 14
                                                        • Figure 18: Examples of product launches aimed at babies aged 0-2 years, January 2013-March 2014
                                                      • Time/speed claims sees a rise in mouthwash segment
                                                        • Figure 19: Top claims in the UK mouthwash market as a percentage of total launches, January 2011-March 14
                                                      • Environmentally friendly packaging sees a rise in dental accessories
                                                        • Figure 20: Top claims in the UK dental accessories market as a percentage of total launches, January 2011-March 14
                                                      • 2013: Premium oral healthcare
                                                        • Figure 21: Examples of premium oral care launches, 2013
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Strong growth in 2012 and 2013
                                                          • Figure 22: UK retail value sales of oral healthcare, at current and constant prices, 2008-18
                                                        • Growth driven by mouthwash
                                                          • Figure 23: Best- and worst-case forecast of UK oral care, 2008-18
                                                        • Forecast methodology
                                                        • Segment Performance

                                                          • Key points
                                                            • Rise in price per unit drives sales
                                                              • Figure 24: UK retail value sales of oral care, by sector, 2012 and 2013
                                                          • Market Share

                                                            • Key points
                                                              • Top brands lead in oral care
                                                                • Figure 25: Brand shares of total oral care, years ending January 2013 and January 2014
                                                              • P&G leads toothbrushes
                                                                • Figure 26: Brand shares of toothbrushes, years ending January 2013 and January 2014
                                                              • Colgate dominates toothpaste
                                                                • Figure 27: Brand shares of toothpaste, years ending January 2013 and January 2014
                                                              • Corsodyl sees biggest growth in mouthwash segment
                                                                • Figure 28: Brand shares of mouthwash, years ending January 2013 and January 2014
                                                              • Poli Grip sees biggest rise in denture products
                                                                • Figure 29: Brand shares of denture products, years ending January 2013 and January 2014
                                                              • Own-label shows strong growth in dental accessories
                                                                • Figure 30: Brand shares of dental accessories, years ending January 2013 and January 2014
                                                            • Companies and Products

                                                              • GlaxoSmithKline
                                                                  • Figure 31: GlaxoSmithKline UK Limited financial performance, 2011-12
                                                                  • Figure 32: Examples of new product launches by GlaxoSmithKline in the oral care market, July 2013-April 2014
                                                                • Procter & Gamble
                                                                    • Figure 33: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
                                                                    • Figure 34: Examples of new product launches by Procter & Gamble in the oral care market, July 2013-April 2014
                                                                  • Johnson & Johnson
                                                                      • Figure 35: Johnson & Johnson Limited financial performance, 2011-12
                                                                      • Figure 36: Examples of new product launches by Johnson & Johnson in the oral care market, July 2013-April 2014
                                                                    • Church & Dwight
                                                                        • Figure 37: Church & Dwight (UK) Limited financial performance, 2011-12
                                                                        • Figure 38: Examples of new product launches by Church & Dwight in the oral care market, July 2013 to April 2014
                                                                      • Colgate-Palmolive
                                                                        • Figure 39: Colgate-Palmolive (UK) Limited financial performance, 2011-12
                                                                        • Figure 40: Examples of new product launches by Colgate-Palmolive in the oral care market, July 2013 to April 2014
                                                                    • Brand Communication and Promotion

                                                                      • Key points
                                                                        • Advertising spend remained constant
                                                                          • Figure 41: Topline adspend and adspend: sales ratio in the UK oral care category, January 2010-March 2014
                                                                        • Focus on toothbrushes
                                                                          • Figure 42: Adspend in the UK oral care category, by segment, 2012-13
                                                                        • GSK remains biggest spender
                                                                          • Figure 43: Advertising spend in the oral care category, by top companies, 2012-13
                                                                      • Brand Perceptions and Social Media

                                                                        • Brand perceptions
                                                                          • Key brand metrics
                                                                            • Figure 44: Key brand metrics, March 2014
                                                                          • Brand map
                                                                              • Figure 45: Attitudes towards and usage of brands in the oral care sector, March 2014
                                                                            • Correspondence analysis
                                                                              • Brand attitudes
                                                                                • Figure 46: Attitudes, by oral care brand, March 2014
                                                                              • Brand personality
                                                                                • Figure 47: Oral care brand personality – macro image, March 2014
                                                                                • Figure 48: Oral care brand personality – micro image, March 2014
                                                                              • Brand usage
                                                                                • Figure 49: Oral care brand usage, March 2014
                                                                              • Brand experience
                                                                                • Figure 50: Oral care brand experience, March 2014
                                                                              • Social media and online buzz
                                                                                • Social media metrics
                                                                                  • Figure 51: Social media metrics of selected oral care brands, April 2014
                                                                                • Online mentions
                                                                                  • Figure 52: Online mentions of selected oral care brands, 31st March 2013-29th March 2014
                                                                                • Topics of discussion
                                                                                  • Figure 53: Mentions around teeth and gums in general and breakout topics, 31st March 2013 – 29th March 2014
                                                                                • Where discussion occurs
                                                                                  • Figure 54: Sites through which oral care brands are discussed, 31st March 2013-29th March 2014
                                                                                • Analysis by brand
                                                                                  • Colgate
                                                                                      • Figure 55: Topic cloud around mentions of Colgate, 31st March 2013 – 29th March 2014
                                                                                    • Oral-B
                                                                                        • Figure 56: Topic cloud around mentions of Oral-B, 31st March 2013 – 29th March 2014
                                                                                      • Listerine
                                                                                        • Figure 57: Topic cloud around mentions of Listerine, 31st March 2013 – 29th March 2014
                                                                                      • Aquafresh
                                                                                        • Figure 58: Topic cloud around mentions of Aquafresh, 31st March 2013 – 29th March 2014
                                                                                      • Corsodyl
                                                                                        • Figure 59: Topic cloud of mentions around Corsodyl, 31st March 2013-29th March 2014
                                                                                      • Sensodyne
                                                                                        • Figure 60: Usage of social media websites, by age, March 2014
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Discount stores drive sales in ‘other’ channel
                                                                                          • Figure 61: UK value sales of oral care products, by outlet type, 2012 and 2013
                                                                                      • The Consumer – Usage and Frequency

                                                                                        • Key points
                                                                                          • Toothpaste is a must
                                                                                            • Figure 62: Usage and frequency of oral care products, February 2014
                                                                                          • Whiteness is a focus for young people, singletons and men
                                                                                            • Usage of dental accessories linked to employment status
                                                                                              • Older people use electric toothbrushes
                                                                                              • The Consumer – Purchase of Oral Care

                                                                                                • Key points
                                                                                                  • Women remain primary purchasers
                                                                                                    • Figure 63: Purchase responsibility of oral care products, February 2014
                                                                                                  • Plaque/tartar build-up is the leading concern
                                                                                                    • Figure 64: Oral health concerns influencing purchase, February 2014
                                                                                                  • Bad breath is a concern for young people
                                                                                                    • Concern drives usage
                                                                                                      • High brand loyalty
                                                                                                        • Figure 65: Attitudes towards buying oral care products, February 2014
                                                                                                      • Own-label has low influence
                                                                                                        • Young people want more help
                                                                                                        • The Consumer – Interest in Product Attributes

                                                                                                          • Key points
                                                                                                            • People want instant results
                                                                                                              • Figure 66: Interest in product attributes
                                                                                                            • Younger people are more willing to pay for added benefits
                                                                                                            • The Consumer – Parental Attitudes towards Oral Care

                                                                                                              • Key points
                                                                                                                • Mums are more involved
                                                                                                                  • Figure 67: Parental attitudes towards children’s oral care, February 2014
                                                                                                                • Edible toothpaste for children could encourage brushing
                                                                                                                  • Dentist not visited enough
                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                      • Figure 68: UK retail value sales of toothpaste and toothbrushes, at current and constant prices, 2008-18
                                                                                                                      • Figure 69: UK retail value sales of mouthwash, at current and constant prices, 2008-18
                                                                                                                      • Figure 70: UK retail value sales of dental accessories/denture products, at current and constant prices, 2008-18
                                                                                                                  • Appendix – Brand Research

                                                                                                                      • Figure 71: Brand usage, March 2014
                                                                                                                      • Figure 72: Brand commitment, March 2014
                                                                                                                      • Figure 73: Brand diversity, March 2014
                                                                                                                      • Figure 74: Brand satisfaction, March 2014
                                                                                                                      • Figure 75: Brand recommendation, March 2014
                                                                                                                      • Figure 76: Brand attitude, March 2014
                                                                                                                      • Figure 77: Brand image – macro image, March 2014
                                                                                                                      • Figure 78: Brand image – micro image, march 2014
                                                                                                                      • Figure 79: Online mentions of selected oral healthcare brands, 31st March 2013-29th March 2014
                                                                                                                  • Appendix – The Consumer – Usage and Frequency

                                                                                                                      • Figure 80: Product usage and frequency, February 2014
                                                                                                                      • Figure 81: Product usage and frequency – Manual toothbrush, by demographics, February 2014
                                                                                                                      • Figure 82: Product usage and frequency – Multi-purpose toothpaste, by demographics, February 2014
                                                                                                                      • Figure 83: Product usage and frequency – Power toothbrush, by demographics, February 2014
                                                                                                                      • Figure 84: Product usage and frequency – Whitening toothpaste, by demographics, February 2014
                                                                                                                      • Figure 85: Product usage and frequency – Floss, by demographics, February 2014
                                                                                                                      • Figure 86: Product usage and frequency – Tongue scraper, by demographics, February 2014
                                                                                                                      • Figure 87: Product usage and frequency – Whitening strips/kits, by demographics, February 2014
                                                                                                                      • Figure 88: Attitudes towards buying oral healthcare products, by usage and frequency of mouthwash, February 2014
                                                                                                                  • Appendix – Demographics

                                                                                                                      • Figure 89: Demographics
                                                                                                                  • Appendix – The Consumer – Purchase of Oral Care

                                                                                                                      • Figure 90: Purchase responsibility, February 2014
                                                                                                                      • Figure 91: Purchase responsibility, by demographics, February 2014
                                                                                                                      • Figure 92: Product usage and frequency, by purchase responsibility, February 2014
                                                                                                                      • Figure 93: Oral health concerns influencing purchase, February 2014
                                                                                                                      • Figure 94: Most popular oral health concerns influencing purchase, by demographics, February 2014
                                                                                                                      • Figure 95: Next most popular oral health concerns influencing purchase, by demographics, February 2014
                                                                                                                      • Figure 96: Other oral health concerns influencing purchase, by demographics, February 2014
                                                                                                                      • Figure 97: Oral health concerns influencing purchase, by product usage and frequency – Whitening strips/kits, February 2014
                                                                                                                      • Figure 98: Oral health concerns influencing purchase, by product usage and frequency – Mouthwash, February 2014
                                                                                                                      • Figure 99: Repertoire of oral health concerns influencing purchase, February 2014
                                                                                                                      • Figure 100: Repertoire of oral health concerns influencing purchase, by demographics, February 2014
                                                                                                                      • Figure 101: Attitudes towards buying oral healthcare products, by repertoire of oral health concerns influencing purchase, February 2014
                                                                                                                      • Figure 102: Product usage and frequency, by repertoire of oral health concerns influencing purchase, February 2014
                                                                                                                      • Figure 103: Attitudes towards buying oral care products, February 2014
                                                                                                                      • Figure 104: Most popular attitudes towards buying oral care products, by demographics, February 2014
                                                                                                                      • Figure 105: Next most popular attitudes towards buying oral care products, by demographics, February 2014
                                                                                                                      • Figure 106: Attitudes towards buying oral care products, by repertoire of oral health concerns influencing purchase, February 2014
                                                                                                                  • Appendix – The Consumer – Interest in Product Attributes

                                                                                                                      • Figure 107: Interest in new product attributes, February 2014
                                                                                                                      • Figure 108: Interest in new product attributes – Visible results instantly, by demographics, February 2014
                                                                                                                      • Figure 109: Interest in new product attributes – Visible results within one month, by demographics, February 2014
                                                                                                                      • Figure 110: Interest in new product attributes – Contains natural ingredients, by demographics, February 2014
                                                                                                                      • Figure 111: Interest in new product attributes – Environmentally friendly packaging, by demographics, February 2014
                                                                                                                      • Figure 112: Interest in new product attributes, by product usage and frequency – Mouthwash, February 2014
                                                                                                                  • Appendix - The Consumer – Parental Attitudes towards Oral Healthcare

                                                                                                                      • Figure 113: Parents attitudes towards children's oral care, February 2014
                                                                                                                      • Figure 114: Most popular attitudes towards buying oral care products, by demographics, February 2014
                                                                                                                      • Figure 115: Next most popular attitudes towards buying oral care products, by demographics, February 2014

                                                                                                                  Companies Covered

                                                                                                                  • Advertising Standards Authority
                                                                                                                  • Church & Dwight Co. Inc
                                                                                                                  • Colgate-Palmolive Company
                                                                                                                  • Facebook, Inc.
                                                                                                                  • GlaxosmithKline
                                                                                                                  • GlaxoSmithKline Plc
                                                                                                                  • Godrej Consumer Products Ltd
                                                                                                                  • Johnson & Johnson
                                                                                                                  • McNeil Healthcare (UK) Limited
                                                                                                                  • Oral B Laboratories Ltd
                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                  • Twitter, Inc.

                                                                                                                  Oral Care - UK - May 2014

                                                                                                                  £1,995.00 (Excl.Tax)