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Oral Care - US - June 2011

The products covered in this report include toothpaste, manual and power toothbrushes, mouthwash/dental rinse, dental floss, accessories and tools, and teeth bleaching and whitening kits.

Abbreviations

The following abbreviations are used in this report:

ADA - American Dental Association

CPI - Consumer Price Index

FDMx - Food, Drug, and Mass Merchandisers, excluding Walmart—SymphonyIRI definition

FDMW - Food, Drug, and Mass Merchandisers, including Walmart—SymphonyIRI definition

NCS/NHCS - National Consumer Survey/National Hispanic Consumer Survey (Experian Simmons)

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data Sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Sales return to pre-recession levels
                        • Floss/Accessories/Tools likely to play a key role in driving 2011 growth
                          • Whitening and enamel protection are attributes driving growth
                            • Macroeconomic conditions remain weak
                              • P&G, Colgate-Palmolive, and Johnson & Johnson remain dominant
                                • Differentiation key as many cannot clearly distinguish between brands
                                  • Consider focusing messaging and product development on key attributes
                                    • Media can be persuasive but most influenced by friends and coupons
                                    • Insights and Opportunities

                                      • Consider designing more for kids and teens
                                        • Crest targets tweens with Oral-B Pro-Health For Me Regimen
                                          • Natural could drive future growth
                                            • GlaxoSmithKline educates with Wealth of Oral Health website
                                              • Orabrush Tongue Cleaner highlights power of social media
                                              • Inspire Insights

                                                  • Trend: Guiding Choice
                                                    • P&G’s shift toward product regimens sets a new standard for oral care innovation
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Sales return to pre-recession levels in 2010
                                                          • Figure 1: FDMx sales and forecast of oral care products, at current prices, 2005-15
                                                          • Figure 2: FDMx sales and forecast of oral care products, at inflation-adjusted prices, 2005-15
                                                        • Fan chart forecast
                                                            • Figure 3: FDMx sales and fan chart forecast of oral care, at current prices, 2005-15
                                                          • Walmart sales
                                                          • Market Drivers

                                                            • Key points
                                                              • Population growth will help to drive overall sales growth
                                                                • Figure 4: Population, by age, 2006-16
                                                              • Increase in households with children could drive growth
                                                                • Figure 5: Households, by presence of children, 2000-10
                                                              • Increased emphasis on whitening, connection to overall health driving sales
                                                                • Whitening
                                                                  • Overall health
                                                                    • High unemployment, low consumer confidence continue to drive widespread frugality
                                                                      • Figure 6: Unemployment, Jan 2007-May 2011
                                                                      • Figure 7: Consumer confidence index, March 2007-March 2011
                                                                  • Competitive Context

                                                                    • Probiotic mints could represent competitive threat to some oral care categories
                                                                      • Private label continues to challenge national brands
                                                                      • Segment Performance

                                                                        • Whitening and floss/accessories/tools promise growth
                                                                          • Figure 8: FDMx sales of oral care products, segmented by type, 2008 and 2010
                                                                      • Segment Performance—Toothpaste

                                                                        • Key points
                                                                          • Innovation drives 2010 toothpaste sales above 2007 levels
                                                                            • Figure 9: FDMx sales and forecast of toothpaste, at current prices, 2005-15
                                                                        • Segment Performance—Mouthwash/Rinse

                                                                          • Key points
                                                                            • Growth flat in 2010 but multibenefit formations drive gains at some firms
                                                                              • Figure 10: FDMx sales and forecast of mouthwash/rinse, at current prices, 2005-15
                                                                          • Segment Performance—Toothbrushes

                                                                            • Key points
                                                                              • Sales down again in 2010, but some posted gains with innovative designs
                                                                                • Figure 11: FDMx sales and forecast of toothbrushes, at current prices, 2005-15
                                                                            • Segment Performance—Floss/Accessories/Tools

                                                                              • Key points
                                                                                • Floss/accessories/tools continued to grow through the recession
                                                                                  • Figure 12: FDMx sales and forecast of floss/accessories/tools, at current prices, 2005-15
                                                                              • Segment Performance—Bleaching/Whitening Products

                                                                                • Key points
                                                                                  • Bleach sales up in 2010, but it faces competition from other categories
                                                                                    • Figure 13: FDMx sales and forecast of bleaching/whitening products, at current prices, 2005-15
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Gains in the drug channel, lower FDMW Walmart share
                                                                                      • Figure 14: FDMx sales of oral care products, by retail channel, 2008 and 2010
                                                                                  • Retail Channels—Food Stores

                                                                                    • Food store sales of oral care products still below 2007 levels
                                                                                      • Figure 15: U.S. Food store sales of oral care products, at current prices, 2005-10
                                                                                  • Retail Channels—Other FDMx

                                                                                    • Drug channel realizes growth with private label
                                                                                      • Figure 16: U.S. Other FDMx channel sales of oral care products, at current prices, 2005-10
                                                                                  • The Natural Channel Marketplace

                                                                                    • Key points
                                                                                      • Insights
                                                                                        • Sales of oral care products in the natural channel
                                                                                          • Figure 17: Natural supermarket sales of oral care, at current prices, rolling 52 weeks ending 2009-11
                                                                                          • Figure 18: Natural supermarket sales of oral care, at inflation-adjusted prices, rolling 52 weeks ending 2009-11
                                                                                        • Natural channel sales by segment
                                                                                          • Figure 19: Natural supermarket sales of oral care, by segment, rolling 52 weeks ending 2009 and 2011
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • P&G maintains dominance with 3D White and other innovations
                                                                                            • Colgate-Palmolive (Colgate)
                                                                                              • Johnson & Johnson (Listerine)
                                                                                                • GlaxoSmithKline (Sensodyne, Aquafresh)
                                                                                                  • Church & Dwight Co. Inc. (Arm & Hammer, Orajel)
                                                                                                    • Manufacturer sales of oral care products
                                                                                                      • Figure 20: Manufacturer FDMx sales of oral care products, rolling 52 weeks ending 2010-11
                                                                                                  • Brand Share—Toothpaste

                                                                                                    • Key points
                                                                                                      • Crest finds growth with Pro-Health and 3D White lines
                                                                                                        • Colgate Total Plus Whitening continues to win with multiple benefits
                                                                                                          • GlaxoSmithKline makes inroads with Sensodyne ProNamel
                                                                                                            • Figure 21: Selected FDMx brand sales and market share of toothpaste, rolling 52 weeks ending 2010-11
                                                                                                        • Brand Share— Mouthwash/Dental Rinse

                                                                                                          • Key points
                                                                                                            • Crest 3D White reflects strong demand for whitening benefits
                                                                                                              • ACT Kids drives growth at Chattem Inc.
                                                                                                                • Figure 22: Selected FDMx brand sales and market share of mouthwash/dental rinse, rolling 52 weeks ending 2010-11
                                                                                                            • Brand Share—Toothbrushes

                                                                                                              • Key points
                                                                                                                • P&G wins again with 3D and deep-cleaning brushes
                                                                                                                  • WISP sales down but ActiFlex drives some growth for Colgate
                                                                                                                    • Church & Dwight, Philips find growth with innovative powered brushes
                                                                                                                      • Figure 23: Selected FDMx brand sales and market share of toothbrushes, rolling 52 weeks ending 2010-11
                                                                                                                  • Brand Share—Floss/Accessories/Tools

                                                                                                                    • Key points
                                                                                                                      • Sunstar Americas Inc. capitalizes on strong demand for dental ancillaries
                                                                                                                        • Crest wins with floss innovation
                                                                                                                          • Phillips posts category gains with replacement brush heads
                                                                                                                            • Figure 24: Selected FDMx brand sales and market share of floss/accessories/tools , rolling 52 weeks ending 2010-11
                                                                                                                        • Brand Share—Bleaching/Whitening Products

                                                                                                                          • Key points
                                                                                                                            • Performance of 3D Whitestrips another clear indication of regimen success
                                                                                                                              • Private label also gained some ground during the review period
                                                                                                                                • Figure 25: Selected FDMx brand sales and market share of tooth bleaching/whitening products, rolling 52 weeks ending 2010-11
                                                                                                                            • Innovation and Innovators

                                                                                                                              • Key points
                                                                                                                                • Number of new launches up in 2010
                                                                                                                                  • Figure 26: New oral care product launches, by category, 2006-11
                                                                                                                                • Breath freshening and whitening attributes common in new launches
                                                                                                                                  • Figure 27: Claims associated with new oral care product launches, 2006-11
                                                                                                                                  • Figure 28: New oral care private label launches as a percent of total product launches, 2006-11
                                                                                                                                • Dental ancillaries
                                                                                                                                  • Figure 29: Claims associated with new dental ancillary product launches, 2006-11
                                                                                                                                • Number of private label SKUs down in 2010, but many positioned to compete with national
                                                                                                                                  • Figure 30: New private label ancillary launches as a percent of total product launches, 2006-11
                                                                                                                                • Toothpaste
                                                                                                                                  • Figure 31: Claims associated with new toothpaste launches, 2006-11
                                                                                                                                  • Figure 32: New private label toothpaste launches as a percent of total launches, 2006-11
                                                                                                                                • Toothbrushes
                                                                                                                                  • Figure 33: Claims associated with new toothbrush launches, 2006-11
                                                                                                                                  • Figure 34: New toothbrush private label launches as a percent of total launches, 2006-11
                                                                                                                                • Mouthwash
                                                                                                                                  • Figure 35: Claims associated with new mouthwash launches, 2006-11
                                                                                                                                  • Figure 36: New mouthwash private label launches as a percent of total launches, 2006-11
                                                                                                                              • Brands and Marketing Strategies

                                                                                                                                • Overview of the brand landscape
                                                                                                                                  • Crest (Procter & Gamble)
                                                                                                                                    • Brand Overview
                                                                                                                                      • Figure 37: Brand analysis of Crest, 2010
                                                                                                                                    • Television ads emphasize multiple benefits and sex appeal
                                                                                                                                      • Figure 38: Crest 3D White Enamel Renewal Toothpaste, 2011
                                                                                                                                      • Figure 39: Crest Pro-Health Clinical Gum Protection Toothpaste, 2011
                                                                                                                                    • Crest.com
                                                                                                                                      • Facebook
                                                                                                                                        • Twitter
                                                                                                                                          • Oral-B (Procter & Gamble)
                                                                                                                                            • Figure 40: Brand analysis of brand, 2010
                                                                                                                                          • Television Advertising
                                                                                                                                            • Figure 41: Oral-B Advantage Glide Floss (Oral-B), 2010
                                                                                                                                            • Figure 42: Oral-B Toothbrush (Oral-B), 2011
                                                                                                                                          • Oralb.com
                                                                                                                                            • Facebook
                                                                                                                                              • Twitter
                                                                                                                                                • Oral-B teams with Brand Ambassador dentist to establish credibility
                                                                                                                                                  • Colgate
                                                                                                                                                    • Brand Overview
                                                                                                                                                      • Television Advertising
                                                                                                                                                        • Figure 43: Colgate Total Gum Defense ad, 2011
                                                                                                                                                        • Figure 44: Colgate Total Toothpaste, 2011
                                                                                                                                                      • Colgate.com
                                                                                                                                                        • Facebook
                                                                                                                                                          • Twitter
                                                                                                                                                          • Oral Care Concerns

                                                                                                                                                            • Key points
                                                                                                                                                              • A majority express concern about a variety of oral health issues
                                                                                                                                                                • Figure 45: Oral care concerns, by age, February 2011
                                                                                                                                                              • Upper middle class often express range of concerns
                                                                                                                                                                • Figure 46: Oral care concerns, by household income, February 2011
                                                                                                                                                              • Households with kids more likely to express a variety of oral care concerns
                                                                                                                                                                • Figure 47: Oral care concerns, by age, February 2011
                                                                                                                                                            • Purchase Habits and Preferences

                                                                                                                                                              • Key points
                                                                                                                                                                • Women, especially mothers, a key segment for marketers
                                                                                                                                                                  • Figure 48: Responsibility for purchasing oral care products, by gender, February 2011
                                                                                                                                                                • Young adults more likely to try unfamiliar products
                                                                                                                                                                  • Figure 49: Product interest and trial, by age, February 2011
                                                                                                                                                                • Parents more likely to respond to promotional efforts
                                                                                                                                                                  • Figure 50: Product interest and trial, by presence and number of children in household, February 2011
                                                                                                                                                              • Usage Summary

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women’s oral care use reflects commitment to health and wellness
                                                                                                                                                                    • Figure 51: Types of oral care product used, by gender, February 2011
                                                                                                                                                                  • Target young adults with whitening products
                                                                                                                                                                    • Figure 52: Types of oral care product used, by age, February 2011
                                                                                                                                                                  • Affluents generally more likely to use various oral care products
                                                                                                                                                                    • Figure 53: Types of oral care product used, by household income, February 2011
                                                                                                                                                                  • Approximately one third are brand loyal
                                                                                                                                                                    • Figure 54: Oral care brand selection, by product type, February 2011
                                                                                                                                                                • Toothbrush Brand Preferences

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Consistent with brand sales, Colgate and Oral-B most commonly used
                                                                                                                                                                      • Figure 55: Brands of manual toothbrush used, by age, October 2009-December 2010
                                                                                                                                                                    • Affluents more likely to use Oral-B
                                                                                                                                                                      • Figure 56: Brands of manual toothbrush used, by household income, October 2009-December 2010
                                                                                                                                                                    • Oral-B and Colgate also dominate powered segment
                                                                                                                                                                      • Figure 57: Brands of power toothbrush used, by household income, October 2009-December 2010
                                                                                                                                                                  • Toothpaste Usage and Interest in Attributes

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Young adults more interested in trying new types of toothpaste
                                                                                                                                                                        • Figure 58: Opinions toward toothpaste, by age, February 2011
                                                                                                                                                                      • Parents are more likely to be interested in new flavors
                                                                                                                                                                        • Figure 59: Opinions regarding toothpaste choices, by presence and number of children in household, February 2011
                                                                                                                                                                      • Young are more interested in pastes and paste/gel combinations
                                                                                                                                                                        • Figure 60: Forms of toothpaste used, by age, October 2009-December 2010
                                                                                                                                                                      • Young are much more interested in whitening
                                                                                                                                                                        • Figure 61: Types of toothpaste used, by age, October 2009-December 2010
                                                                                                                                                                      • Cavities most important, young also want whitening and bad breath control
                                                                                                                                                                        • Figure 62: Attributes sought when purchasing toothpaste, by age, February 2011
                                                                                                                                                                      • Colgate and Crest are most popular brands across age groups
                                                                                                                                                                        • Figure 63: Brands of toothpaste used, by age, October 2009-December 2010
                                                                                                                                                                    • Mouthwash Usage and Interest in Attributes

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Many are interested in new mouthwash types/flavors, especially young
                                                                                                                                                                          • Figure 64: Opinions toward mouthwash, by age, February 2011
                                                                                                                                                                        • Brand loyalty is relatively high among mouthwash users
                                                                                                                                                                          • Figure 65: Mouthwash brand decisions, by presence and number of children in household, February 2011
                                                                                                                                                                        • Most want mouthwashes that kill germs and eliminate bad breath
                                                                                                                                                                          • Figure 66: Attributes sought when purchasing mouthwash, by gender, February 2011
                                                                                                                                                                        • Young show more interest in a number of mouthwash attributes
                                                                                                                                                                          • Figure 67: Attributes sought when purchasing mouthwash, by age, February 2011
                                                                                                                                                                        • Listerine remains most popular mouthwash brand
                                                                                                                                                                          • Figure 68: Brands of mouthwash used, by age, October 2009-December 2010
                                                                                                                                                                      • Whitening Products

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Young adults are more likely to have tried to whiten teeth
                                                                                                                                                                            • Figure 69: Use of tooth whitening products, by age, February 2011
                                                                                                                                                                          • More affluent are more likely to use tooth whitening products
                                                                                                                                                                            • Figure 70: Use of tooth whitening products, by household income, February 2011
                                                                                                                                                                        • Dental Floss Preferences and Brand Usage

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Brand loyalty for dental floss is relatively low
                                                                                                                                                                              • Figure 71: Opinions regarding dental floss choices, by age, February 2011
                                                                                                                                                                            • Oral-B is the most-used brand of dental floss
                                                                                                                                                                              • Figure 72: Brands of dental floss used, by age, October 2009-December 2010
                                                                                                                                                                          • Attitudes toward Oral Care Products

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Most do not perceive major differences in quality between big brands
                                                                                                                                                                                • Figure 73: Attitudes toward oral care products, by age, February 2011
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Colgate is especially popular among Hispanics
                                                                                                                                                                                  • Figure 74: Brands of toothpaste used, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                • Blacks most likely to use store brand floss
                                                                                                                                                                                  • Figure 75: Brands of dental floss used, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                • Listerine most popular mouthwash brand, especially with blacks and Hispanics
                                                                                                                                                                                  • Figure 76: Brands of mouthwash used, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                  • The Unconcerned
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Somewhat concerned
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Concerned Whiteners
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Characteristic tables
                                                                                                                                                                                                • Figure 77: Oral care clusters, February 2011
                                                                                                                                                                                                • Figure 78: Oral care concerns, by oral care clusters, February 2011
                                                                                                                                                                                                • Figure 79: Oral care product usage summary, by oral care clusters, February 2011
                                                                                                                                                                                                • Figure 80: Use of whitening products, by oral care clusters, February 2011
                                                                                                                                                                                                • Figure 81: Attitudes toward oral care, by oral care clusters, February 2011
                                                                                                                                                                                                • Figure 82: Responsibility for purchase of oral care products, by oral care clusters, February 2011
                                                                                                                                                                                              • Demographic tables
                                                                                                                                                                                                • Figure 83: Oral care clusters, by gender, February 2011
                                                                                                                                                                                                • Figure 84: Oral care clusters, by age, February 2011
                                                                                                                                                                                                • Figure 85: Oral care clusters, by household income, February 2011
                                                                                                                                                                                                • Figure 86: Oral care clusters, by race/Hispanic origin, February 2011
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                  • Overview of toothbrush/dental accessories
                                                                                                                                                                                                    • Manual toothbrushes
                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 87: Brand map, selected brands of manual toothbrushes buying rate by household penetration, 2010
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 88: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 2010
                                                                                                                                                                                                          • Dental floss
                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 89: Brand map, selected brands of dental floss buying rate by household penetration, 2010
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 90: Key purchase measures for the top brands of dental floss, by household penetration, 2010
                                                                                                                                                                                                                • Toothpaste
                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 91: Brand map, selected brands of toothpaste buying rate by household penetration, 2010
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 92: Key purchase measures for the top brands of toothpaste, by household penetration, 2010
                                                                                                                                                                                                                      • Mouthwash
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 93: Brand map, selected brands of mouthwash buying rate by household penetration, 2010
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 94: Key purchase measures for the top brands of mouthwash, by household penetration, 2010
                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                              • Figure 95: Oral care concerns, by gender, February 2011
                                                                                                                                                                                                                              • Figure 96: Product interest and trial, by gender, February 2011
                                                                                                                                                                                                                              • Figure 97: Attitudes toward oral care products, by gender, February 2011
                                                                                                                                                                                                                              • Figure 98: Attitudes toward oral care products, by household income, February 2011
                                                                                                                                                                                                                              • Figure 99: Use of tooth whitening products, by gender, February 2011
                                                                                                                                                                                                                              • Figure 100: Opinions toward mouthwash, by gender, February 2011
                                                                                                                                                                                                                              • Figure 101: Opinions toward mouthwash, by household income, February 2011
                                                                                                                                                                                                                              • Figure 102: Opinions toward toothpaste, by gender, February 2011
                                                                                                                                                                                                                              • Figure 103: Opinions toward toothpaste, by household income, February 2011
                                                                                                                                                                                                                              • Figure 104: Product interest and trial, by household income, February 2011
                                                                                                                                                                                                                              • Figure 105: Attributes sought when purchasing toothpaste, by gender, February 2011
                                                                                                                                                                                                                              • Figure 106: Attributes sought when purchasing toothpaste, by household income, February 2011
                                                                                                                                                                                                                          • Appendix: SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • American Academy of Cosmetic Dentistry (AACD)
                                                                                                                                                                                                                                • American Academy of Periodontology (AAP)
                                                                                                                                                                                                                                • American Dental Association
                                                                                                                                                                                                                                • Burt's Bees Inc.
                                                                                                                                                                                                                                • Chattem, Inc.
                                                                                                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                                • Natural Products Association
                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • Water Pik Technologies, Inc.

                                                                                                                                                                                                                                Oral Care - US - June 2011

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