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Oral Care - US - June 2016

"The US oral care category has suffered from slow growth in recent years and grew only 2.2% in 2016. Near universal penetration of everyday products such as toothbrushes, toothpaste, mouthwash, and floss leave little room for increased usage. Opportunities exist in key demographics such as Hispanics, households with children, and older consumers."

Margie Nanninga, Beauty and Personal Care Analyst

This report looks at the following areas:

  • Slow growth due to high household penetration of oral care products
  • Whitening kits face challenges
  • Older consumers least likely to use oral care, but more likely to suffer oral care issues

For the purposes of this report, Mintel has defined the oral care market as follows:

  • Toothpaste
  • Manual and power toothbrushes
  • Mouthwash and rinse
  • Dental floss, dental accessories, and dental tools
  • Bleaching/whitening kits

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow growth due to high household penetration of oral care products
            • Figure 1: Total US sales and fan chart forecast of oral care, at current prices, 2011-21
          • Whitening kits face challenges
            • Figure 2: Select attitudes toward teeth whitening, March 2016
          • Older consumers least likely to use oral care, but more likely to suffer oral care issues
            • Figure 3: Select oral care product usage, any use, by generations, March 2016
          • The opportunities
            • Hispanics’ lack of dental coverage, expanding population, spell opportunity
              • Figure 4: Select oral care product usage, currently use, by Hispanic origin, March 2016
            • Households with children are engaged in the category
              • Figure 42: Children's oral care, March 2016
            • Personalizing oral care
              • Figure 6: Oral-B brand perceptions, March 2016
            • What it means
            • The Market – What You Need to Know

              • Slow growth due to market saturation
                • Toothpaste accounts for highest category share
                  • Demographics figure strongly into product usage
                  • Market Size and Forecast

                    • Slow growth projected
                      • Figure 7: Total US sales and fan chart forecast of oral care, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of oral care, at current prices, 2011-21
                  • Market Breakdown

                    • Toothpaste leads among segments
                      • Figure 9: Total US retail sales of oral care, by segment, at current prices, 2014 and 2016
                      • Figure 10: Share of oral care sales, by segment, at current prices, 2016
                  • Market Perspective

                    • Professional whitening services slow OTC whitening product sales
                    • Market Factors

                      • High household penetration results in slow growth
                        • Figure 11: Usage of oral care products, 2009-15
                      • Product usage influenced by demographic factors
                        • Hispanics are heavy users; seeing above-average population growth
                          • Figure 12: Select oral care product usage, currently use, by Hispanic origin, March 2016
                          • Figure 13: Population by race and Hispanic origin, 2010-20
                        • Households with children are above-average oral care users
                          • Figure 14: Oral care product usage, currently use, by presence of children, March 2016
                          • Figure 15: Households, by presence of own children, 2013
                        • Older consumers
                          • Figure 16: Oral care product usage, currently use, by age, March 2016
                          • Figure 17: Population, by age, 2011-21
                      • Key Players – What You Need to Know

                        • Small group of leading companies
                          • Brand growth from technology products and old standbys
                            • Whitening products suffer from negative consumer perceptions
                              • Standby brands suffer from competition, cannibalization
                                • Technological innovations, two-step systems, whitening, and sensitivity
                                • Manufacturer Sales of Oral Care

                                  • Four major players account for majority of MULO sales
                                    • Manufacturer sales of oral care
                                      • Figure 18: MULO sales of oral care, by leading companies, rolling 52-weeks 2015 and 2016
                                  • What’s Working?

                                    • Oral-B banks on toothbrush technology
                                      • Figure 19: Oral-B power toothbrush TV ad, 2016
                                      • Figure 20: MULO sales of Oral-B toothbrushes, rolling 52-weeks 2015 and 2016
                                    • Tom’s of Maine toothpaste leverages natural positioning
                                      • Figure 21: MULO sales of Tom’s of Maine toothpaste, rolling 52-weeks 2015 and 2016
                                    • Sensodyne’s unique positioning drives growth
                                      • Figure 22: MULO sales of Sensodyne toothpaste, rolling 52-weeks 2015 and 2016
                                    • Listerine grows mouthwash and floss/accessory sales
                                      • Figure 23: Listerine TV ad, 2016
                                      • Figure 24: MULO sales of Listerine mouthwash, rolling 52-weeks 2015 and 2016
                                  • What’s Struggling?

                                    • Teeth whitening product sales continue to decline
                                      • Figure 25: Select attitudes toward teeth whitening, March 2016
                                    • Arm & Hammer toothbrushes struggling
                                      • Figure 26: MULO sales of Arm & Hammer toothbrushes, rolling 52-weeks 2015 and 2016
                                  • What’s Next?

                                    • Technological innovation personalizes oral care
                                      • Figure 27: Oral-B 7000 YouTube video, 2016
                                    • Crest two-step systems address deep cleaning and polishing
                                      • Sensodyne True White targets whitening alongside tooth sensitivity
                                        • Figure 28: Sensodyne True White toothpaste TV ad, 2016
                                    • The Consumer – What You Need to Know

                                      • Near penetration for everyday products, less so for support products
                                        • Opportunity for multipurpose products
                                          • Whitening kits mostly perceived negatively
                                            • Consumers divided over natural products
                                              • High use and interest in children’s oral care products
                                                • Perceptions similar across leading oral care brands
                                                • Oral Care Product Usage

                                                  • Opportunity for expanded oral care repertoire
                                                    • Figure 29: Oral care product usage, March 2016
                                                  • Oral care use declines with age
                                                    • Figure 30: Select oral care product usage, any use, by generations, March 2016
                                                  • Household income impacts usage
                                                    • Figure 31: Oral care product usage, any use, by household income, March 2016
                                                • Important Product Attributes

                                                  • Plaque removal, cavity prevention, breath freshening most important
                                                    • Figure 32: Important product claims, March 2016
                                                  • Cosmetic benefits most important to younger generations
                                                      • Figure 33: Important product claims, by generations, March 2016
                                                    • Hispanics less apt to look for health attributes
                                                      • Figure 34: Important product claims, by Hispanic origin, March 2016
                                                    • Plaque removal and breath freshening are point-of-entry claims
                                                      • Figure 35: TURF analysis – Product claims, March 2016
                                                      • Figure 36: Table - TURF analysis – Product claims, March
                                                    • Methodology
                                                    • Attitudes toward Teeth Whitening

                                                      • Whitening kits considered costly, but white teeth generate confidence
                                                        • Figure 37: Attitudes toward teeth whitening, March 2016
                                                      • Older Millennials least concerned about negative effects
                                                        • Figure 38: Attitudes toward teeth whitening, by Millennials, March 2016
                                                    • Attitudes toward Natural Oral Care Products

                                                      • Cost aversion and skepticism toward natural products
                                                        • Figure 39: Attitudes toward natural products, March 2016
                                                      • Millennials divided on natural products
                                                        • Figure 40: Select attitudes toward natural products, by Millennials, March 2016
                                                      • Hispanics also divided over natural products
                                                        • Figure 41: Select attitudes toward natural products, by Hispanic origin, March 2016
                                                    • Children’s Oral Care

                                                      • High use of child-specific products among family households
                                                          • Figure 42: Children's oral care, March 2016
                                                        • Products that make child oral care easier will appeal to Hispanics
                                                          • Figure 43: Select attitudes toward children's oral care, by Hispanic origin, March 2016
                                                      • Brand Perceptions

                                                        • Little differentiation across leading oral care brands
                                                            • Figure 44: Correspondence analysis – Brand perceptions, March 2016
                                                          • Methodology
                                                            • Figure 45: Brand perceptions, March 2016
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – Market

                                                                      • Market size
                                                                        • Figure 46: Total US sales and forecast of oral care, at inflation-adjusted prices, 2011-21
                                                                      • Market segments
                                                                        • Figure 47: Total US sales and forecast of toothbrushes, by type, at current prices, 2011-16
                                                                        • Figure 48: Total US sales and forecast of toothpaste, at current prices, 2011-21
                                                                        • Figure 49: Total US sales and forecast of mouthwash, at current prices, 2011-21
                                                                        • Figure 50: Total US sales and forecast of floss and accessories/tools, at current prices, 2011-21
                                                                        • Figure 51: Total US sales and forecast of teeth whiteners, at current prices, 2011-21
                                                                      • Retail channels
                                                                        • Figure 52: Total US retail sales of oral care products, by channel, at current prices, 2014 and 2016
                                                                        • Figure 53: Total US retail sales of oral care products, by channel, at current prices, 2014 and 2016
                                                                    • Appendix – Key Players

                                                                        • Figure 54: MULO sales of toothbrushes, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                        • Figure 55: MULO sales of toothpaste, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                        • Figure 56: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                        • Figure 57: MULO sales of floss/accessories, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                        • Figure 58: MULO sales of bleaching/whitening kits, by leading companies and brands, rolling 52-weeks 2015 and 2016
                                                                        • Figure 59: Top 20 selling gum health toothpastes, 52-weeks ending Feb. 21, 2016
                                                                    • Appendix – Consumer

                                                                        • Figure 60: Kinds of toothpaste used, October 2014-December 2015
                                                                        • Figure 61: Use of power toothbrushes, October 2014-December 2015
                                                                        • Figure 62: Type of power toothbrush used, October 2014-December 2015
                                                                        • Figure 63: Dentist visits, October 2014-December 2015
                                                                        • Figure 64: Oral care expenditures, October 2014-December 2015

                                                                    Companies Covered

                                                                    • Walmart Stores (USA)

                                                                    Oral Care - US - June 2016

                                                                    £3,277.28 (Excl.Tax)