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Oral Care - US - May 2013

“The oral care market can expect to see growth in the coming years due to consumers’ regular usage of these products along with a lack of competitive alternatives. However, this market does have some issues it will need to address. In some segments, private label offerings are slowly starting to grab market share from branded offerings; toothbrush sales have been stagnant for several years, and consumers have come to expect more from their oral care products. Market players will need to explore ways to refocus consumers’ attention on branded offerings, methods of reinvigorating toothbrush sales, and new product benefits that consumers will be willing to pay for.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • How can market players reinvigorate interest in branded offerings and reclaim their share?
  • How can market players reinvigorate sales in the stagnant toothbrush category?
  • What are some new areas of benefit exploration for companies and brands to pursue to deliver greater value to consumers?
 

The U.S. oral care market has grown modestly in the past few years, with the expectation that growth will continue into 2017. In 2012, the market achieved sales of $6.4 billion, posting a 10% increase during 2007-12. Consumers continue to use oral care products, most commonly toothpaste and toothbrushes, on a daily basis in order to maintain their oral health and hygiene.

The market also benefits from a lack of competitive alternatives.

However, though sales have continued to grow, this growth has been modest because consumers have developed an economizing mindset as a result of challenging economic circumstances. Shopping behaviors have changed and consumers display a preference for shopping at retailers that offer lower price points and deep discounts. Private label also has a strong presence in some product categories, offering consumers the same product benefits for a lower price. The products that have performed well in recent years are products such as toothpastes that offer consumers comprehensive care along with the integration of cosmetic benefits such as whitening. Consumers also display a strong interest in repairing the current state of their teeth and gums and further exploration and integration of this benefit could help accelerate growth in the coming years.

This report analyzes U.S. sales performance of oral care products in the past five years, the market forecast through 2017, and how consumers are shopping for products in this category. Personal oral care product usage, current oral health concerns, purchase factors, and interest in new product attributes and formats are also explored in this report.

The products covered in this report include:

  • Toothpaste
  • Mouthwash and rinses
  • Manual and power toothbrushes (battery operated and electric)
  • Dental floss, dental accessories, and dental tools
  • Bleaching/whitening kits
 

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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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
                        • Market factors
                          • Apprehensive consumers looking for ways to save
                            • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                          • Total population growth drives usage
                            • Growing ethnic populations may help market
                              • General health and oral health strongly linked
                                • Many lack dental insurance or even access to dental care
                                  • Segment performance
                                    • Figure 3: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
                                  • Retail channels
                                    • Figure 4: Share of U.S. retail sales of oral care products, by channel, at current prices, 2010 and 2012
                                  • Market players
                                    • Figure 5: MULO sales of oral care products, by leading companies, 2013
                                  • The consumer
                                    • Toothpaste and toothbrushes make up many consumers’ daily oral care routines
                                      • Figure 6: Usage of oral care products, January 2013
                                    • Oral health concerns are prevalent across segments
                                      • Figure 7: Oral health concerns, very/somewhat concerned, January 2013
                                    • Consumers stick with the brands and products that they are familiar with
                                      • Figure 8: Oral care shopping behaviors, January 2013
                                    • Price and brand familiarity are the most important purchase factors
                                      • Figure 9: Oral care purchase factors, January 2013
                                    • Teeth and gum repair attributes are what consumers find the most interesting
                                      • Figure 10: Interest in toothpaste attributes, January 2013
                                      • Figure 11: Interest in mouthwash attributes, by gender and age, January 2013
                                    • Consumers demonstrate some interest in toothbrush sanitizers; life stage-specific products appealing to older consumers
                                      • Figure 12: Interest in new oral care product formats/types, by gender and age, January 2013
                                    • What we think
                                    • Issues in the Market

                                        • How can market players reinvigorate interest in branded offerings and reclaim their share?
                                          • How can market players reinvigorate sales in the stagnant toothbrush category?
                                            • What are some new areas of benefit exploration for companies and brands to pursue to deliver greater value to consumers?
                                            • Insights and Opportunities

                                              • Support parents as they teach their children about oral health
                                                • Help consumers manage cold/flu symptoms
                                                  • More life-stage products for growing Baby Boomer/senior population
                                                  • Trend Applications

                                                      • Trend: Perfecting the Details
                                                        • Trend: Make it Mine
                                                          • Mintel Futures: Old Gold
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Oral care market sales are expected to grow steadily in the coming years
                                                                • Sales and forecast of oral care market
                                                                  • Figure 13: Total U.S. retail sales and forecast of oral care market, at current prices, 2007-17
                                                                  • Figure 14: Total U.S. retail sales and forecast of oral care market, at inflation-adjusted prices, 2007-17
                                                                • Fan chart forecast
                                                                    • Figure 15: Total U.S. retail sales and fan chart forecast of oral care market, at current prices, 2007-17
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Shaky consumer confidence leads to cost-cutting behaviors
                                                                      • Figure 16: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                    • Total population growth drives usage
                                                                      • Figure 17: Population, by age, 2008-18
                                                                    • Growing ethnic populations may help market
                                                                      • Figure 18: Population, by race and Hispanic Origin, 2008-18
                                                                    • Growing awareness around link between general health and oral health
                                                                      • Many consumers lack comprehensive dental insurance
                                                                      • Competitive Context

                                                                        • Gum and probiotic mints might cause people to brush less during the day
                                                                          • Opportunity for the oral care market:
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Toothpaste segment leads the oral care market
                                                                                • Sales of oral care products, by segment
                                                                                  • Figure 19: Total U.S. retail sales of oral care market, by segment, at current prices, 2010 and 2012
                                                                              • Segment Performance—Toothpaste

                                                                                • Key points
                                                                                  • Toothpaste top selling segment in the market
                                                                                    • Sales and forecast of toothpaste
                                                                                      • Figure 20: Total U.S. retail sales and forecast of toothpaste, at current prices, 2007-17
                                                                                  • Segment Performance—Mouthwash/Rinses

                                                                                    • Key points
                                                                                      • Mouthwash/rinses see steady growth
                                                                                        • Sales and forecast of mouthwash/rinses
                                                                                          • Figure 21: Total U.S. retail sales and forecast of mouthwash/rinses, at current prices, 2007-17
                                                                                      • Segment Performance—Toothbrushes

                                                                                        • Key points
                                                                                          • Toothbrush sales are flat
                                                                                            • Sales and forecast of toothbrushes
                                                                                              • Figure 22: Total U.S. retail sales and forecast of toothbrushes, at current prices, 2007-17
                                                                                          • Segment Performance—Floss/Accessories/Tools

                                                                                            • Key points
                                                                                              • Floss/accessories/tools show strong promise
                                                                                                • Sales and forecast of floss/accessories/tools
                                                                                                  • Figure 23: Total U.S. retail sales and forecast of floss/accessories/tools, at current prices, 2007-17
                                                                                              • Segment Performance—Bleaching/Whitening Kits Performance

                                                                                                • Key points
                                                                                                  • Bleaching/whitening kits see significant decline in 2012
                                                                                                    • Sales of bleaching/whitening kits
                                                                                                      • Figure 24: Total U.S. retail sales of bleaching/whitening kits, at current prices, 2007-12
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Mass merchandisers, supercenters, warehouse clubs capture oral care sales
                                                                                                        • Sales of oral care products, by channel
                                                                                                          • Figure 25: Total U.S. retail sales of oral care products, by channel, at current prices, 2010-12
                                                                                                          • Figure 26: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12
                                                                                                      • Retail Channels—Natural Supermarkets

                                                                                                        • Key points
                                                                                                          • Natural channel sales of oral care products growing
                                                                                                            • Sales of oral care in the natural channel
                                                                                                              • Figure 27: Natural supermarket sales of oral care, at current prices, 2010-12
                                                                                                              • Figure 28: Natural supermarket sales of oral care, at inflation-adjusted prices, 2010-12
                                                                                                            • Natural channel sales of oral care by segment
                                                                                                              • Figure 29: Total U.S. retail sales of oral care products, by channel, at current prices, 2007-12Natural supermarket sales of oral care, by segment, 2010-12
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Oral care market highly competitive
                                                                                                                • MULO manufacturer sales of oral care products
                                                                                                                  • Figure 30: MULO sales of oral care products, by leading companies, 2012 and 2013
                                                                                                              • Brand Share—Toothpaste

                                                                                                                • Key points
                                                                                                                  • Whitening and enamel focused offerings lead the market
                                                                                                                    • Colgate Optic White drives sales for the brand
                                                                                                                      • Sensodyne posts growth due to its focus on enamel
                                                                                                                        • MULO sales of toothpaste
                                                                                                                          • Figure 31: MULO sales of toothpaste by leading companies, 2012 and 2013
                                                                                                                      • Brand Share—Mouthwash/Rinses

                                                                                                                        • Key points
                                                                                                                          • Johnson & Johnson top company in mouthwash/rinses
                                                                                                                            • Crest sees growth with whitening offering and rebranded Scope
                                                                                                                              • Private label has a strong presence
                                                                                                                                • MULO sales of mouthwash/rinses
                                                                                                                                  • Figure 32: MULO sales of mouthwash/rinses by leading companies, 2012 and 2013
                                                                                                                              • Brand Share—Toothbrushes

                                                                                                                                • Key points
                                                                                                                                  • Economical manual toothbrushes still outsell power toothbrushes
                                                                                                                                    • P&G top company with Oral-B brand
                                                                                                                                      • Colgate-Palmolive sees strong gains with Optic White offering
                                                                                                                                        • Arm & Hammer Spinbrush sales decline, but focus on other offerings helps Church & Dwight
                                                                                                                                          • Private label begins to see sales slip
                                                                                                                                            • MULO sales of toothbrushes
                                                                                                                                              • Figure 33: MULO sales of toothbrushes by leading companies, 2012 and 2013
                                                                                                                                          • Brand Share—Floss/Accessories/Tools

                                                                                                                                            • Key points
                                                                                                                                              • P&G top manufacturer with Oral-B floss
                                                                                                                                                • Sunstar Americas shows strong promise with line of GUM products
                                                                                                                                                  • Private label posts gains
                                                                                                                                                    • MULO sales of floss/accessories/tools
                                                                                                                                                      • Figure 34: MULO sales of floss/accessories/tools by leading companies, 2012 and 2013
                                                                                                                                                  • Brand Share—Bleaching/Whitening Kits

                                                                                                                                                    • Key points
                                                                                                                                                      • MULO segment reflects declines experienced overall
                                                                                                                                                        • MULO sales of bleaching/whitening kits
                                                                                                                                                          • Figure 35: MULO sales of bleaching/whitening kits by leading companies, 2012 and 2013
                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                        • Top market players lead with most launches
                                                                                                                                                          • Figure 36: oral care product launches, by company, 2007-13
                                                                                                                                                        • Functional and beauty enhancing claims most common among oral care product launches
                                                                                                                                                          • Figure 37: oral care product launches, by claims category, 2007-13
                                                                                                                                                        • Breath-freshening and whitening among most common claims in oral care products
                                                                                                                                                          • Figure 38: oral care product launches, by claims, 2007-13
                                                                                                                                                        • Private label continues to have presence
                                                                                                                                                          • Whitening remains key trend
                                                                                                                                                            • Products that promise “repair” represent growing need
                                                                                                                                                              • More products for those 50+
                                                                                                                                                                • Getting kids started at younger ages
                                                                                                                                                                  • Kid-specific products prevalent
                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                    • Overview of the key marketing themes
                                                                                                                                                                      • Theme: Emphasis on white
                                                                                                                                                                        • Figure 39: Crest, “stop yellowing” TV ad, 2013
                                                                                                                                                                        • Figure 40: Crest 3D White strips print ad, 2012
                                                                                                                                                                        • Figure 41: Crest 3D White print ad, 2012
                                                                                                                                                                        • Figure 42: Colgate, “smile as accessory” TV ad, 2013
                                                                                                                                                                      • Theme: Emphasis on total health
                                                                                                                                                                        • Figure 43: Crest, “Crest-Pro Health” TV ad, 2013
                                                                                                                                                                        • Figure 44: Colgate, “Smile for Me” TV ad, 2013
                                                                                                                                                                        • Figure 45: Colgate total print ad, 2012
                                                                                                                                                                        • Figure 46: Listerine, “Missed Spots” TV ad, 2013
                                                                                                                                                                      • Theme: Oral hygiene is important in relationships
                                                                                                                                                                        • Figure 47: Scope print ad, 2013
                                                                                                                                                                        • Figure 48: Scope social media
                                                                                                                                                                      • Theme: Making oral care fun for kids
                                                                                                                                                                        • Figure 49: Arm & Hammer, “Emily Tunes Out,” TV ad, 2013
                                                                                                                                                                        • Figure 50: Aquafresh website, 2013
                                                                                                                                                                    • Social Media

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Key social media metrics
                                                                                                                                                                          • Figure 51: Key brand metrics, oral care, April 2013
                                                                                                                                                                        • Market overview
                                                                                                                                                                          • Brand usage and awareness
                                                                                                                                                                            • Figure 52: Usage and awareness of selected oral care brands, January 2013
                                                                                                                                                                          • Interaction with brands
                                                                                                                                                                            • Figure 53: Interaction with selected oral care brands, January 2013
                                                                                                                                                                          • Online conversations
                                                                                                                                                                            • Figure 54: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                            • Figure 55: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
                                                                                                                                                                          • Where are people talking about oral care brands?
                                                                                                                                                                            • Figure 56: Selected Scope Twitter mentions, March 29, 2013
                                                                                                                                                                            • Figure 57: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                          • What are people talking about online?
                                                                                                                                                                            • Figure 58: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                            • Figure 59: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
                                                                                                                                                                            • Figure 60: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
                                                                                                                                                                          • Brand analysis
                                                                                                                                                                            • Crest
                                                                                                                                                                              • Figure 61: Crest key social media indicators, April 2013
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Colgate
                                                                                                                                                                                  • Figure 62: Colgate key social media metrics, April 2013
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Oral-B
                                                                                                                                                                                      • Figure 63: Oral-B key social media indicators, April 2013
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Scope
                                                                                                                                                                                          • Figure 64: Scope key social media indicators, April 2013
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • Figure 65: Scope April Fool’s Day Campaign
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Sensodyne
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Philips Sonicare
                                                                                                                                                                                                  • Figure 66: Philips Sonicare key social media indicators, April 2013
                                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                  • Usage of Oral Care Products

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Toothpaste enjoys highest incidence of use
                                                                                                                                                                                                        • Figure 67: Usage of oral care products, by gender, August 2011-August 2012
                                                                                                                                                                                                        • Figure 68: Usage of oral care products, by age, August 2011-August 2012
                                                                                                                                                                                                      • Multipurpose toothpaste the most popular
                                                                                                                                                                                                        • Figure 69: Usage of oral care products, January 2013
                                                                                                                                                                                                      • Younger consumers more apt to use whitening toothpaste
                                                                                                                                                                                                        • Figure 70: Usage of oral care products, by gender and age, January 2013
                                                                                                                                                                                                      • Affluence drives use of power toothbrushes and whitening toothpaste
                                                                                                                                                                                                        • Figure 71: Usage of oral care products, by household income, January 2013
                                                                                                                                                                                                    • Frequency of Product Usage

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Toothpaste and manual toothbrushes used most frequently
                                                                                                                                                                                                          • Figure 72: Frequency of use of oral care products, August 2011-August 2012
                                                                                                                                                                                                        • Frequency of some product use declines with age
                                                                                                                                                                                                          • Figure 73: Frequency of use of oral care products, by age, August 2011-August 2012
                                                                                                                                                                                                      • Oral Health Concerns

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Oral health concerns are prevalent
                                                                                                                                                                                                            • Figure 74: Oral health concerns, January 2013
                                                                                                                                                                                                          • Women more likely to be concerned about oral health issues
                                                                                                                                                                                                            • Figure 75: Oral health concerns, by gender and age, January 2013
                                                                                                                                                                                                          • Less affluent consumers report more concern
                                                                                                                                                                                                            • Figure 76: Oral health concerns, by household income, January 2013
                                                                                                                                                                                                        • Shopping Behaviors

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Consumers stick with the brands and products they know
                                                                                                                                                                                                                • Figure 77: Oral care shopping behaviors, by gender and age, January 2013
                                                                                                                                                                                                              • Parents less loyal
                                                                                                                                                                                                                • Figure 78: Oral care shopping behaviors, by parents with children and age, January 2013
                                                                                                                                                                                                            • Purchase Factors

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Price is a priority in product purchase
                                                                                                                                                                                                                  • Figure 79: Oral care purchase factors, January 2013
                                                                                                                                                                                                                • Price more important to women
                                                                                                                                                                                                                  • Figure 80: Importance of Oral care purchase factors, by gender and age, January 2013
                                                                                                                                                                                                                • Less affluent more driven by price
                                                                                                                                                                                                                  • Figure 81: Importance of Oral care purchase factors, by household income, January 2013
                                                                                                                                                                                                              • Interest in Product Attributes

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Repair benefits most desired in toothpaste
                                                                                                                                                                                                                    • Figure 82: Interest in toothpaste attributes, by gender and age, January 2013
                                                                                                                                                                                                                  • Less affluent report interest in cold/flu fighting ingredients
                                                                                                                                                                                                                    • Figure 83: Interest in toothpaste attributes, by household income, January 2013
                                                                                                                                                                                                                  • Repair of teeth and gums desired in mouthwash offerings
                                                                                                                                                                                                                    • Figure 84: Interest in mouthwash attributes, by gender and age, January 2013
                                                                                                                                                                                                                • Interest in New Types of Products

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Toothbrush sanitizers and gum creams command greatest interest
                                                                                                                                                                                                                      • Figure 85: Interest in new oral care product formats/types, by gender and age, January 2013
                                                                                                                                                                                                                    • Germs a concern for families
                                                                                                                                                                                                                      • Figure 86: Interest in new oral care product formats/types, by parents with children and age, January 2013
                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Product usage varies by race/ethnic origin
                                                                                                                                                                                                                        • Figure 87: Usage of oral care products, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                        • Figure 88: Usage of oral care products, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                      • Blacks demonstrate concern over cosmetic issues
                                                                                                                                                                                                                        • Figure 89: Oral health concerns, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                      • Blacks are more loyal, whilst other races like to experiment
                                                                                                                                                                                                                        • Figure 90: Oral care shopping behaviors, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                      • Hispanics more driven by price and brand, whereas blacks looking for dentist/hygienist recommendation
                                                                                                                                                                                                                        • Figure 91: Importance of Oral care purchase factors, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                      • Daily repair appealing across segments
                                                                                                                                                                                                                        • Figure 92: Interest in toothpaste attributes, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                        • Figure 93: Interest in mouthwash attributes, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                      • Cleanliness a top priority for Blacks
                                                                                                                                                                                                                        • Figure 94: Interest in new oral care product formats/types, by race/Hispanic origin, January 2013
                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                        • Figure 95: Target clusters, January 2013
                                                                                                                                                                                                                      • Cluster 1: Practical
                                                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                                                          • Cluster 2: Basic
                                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                                              • Cluster 3: Involved
                                                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                                                  • Cluster 4: Confident
                                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                                        • Figure 96: Usage of oral care products, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 97: Oral health concerns, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 98: Oral care shopping behaviors, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 99: Importance of oral care purchase factors, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 99: Interest in toothpaste attributes, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 100: Interest in mouthwash attributes, by target clusters, January 2013
                                                                                                                                                                                                                                        • Figure 101: Interest in new oral care product formats/types, by target clusters, January 2013
                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                        • Figure 102: Target clusters, by demographic, January 2013
                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                      • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                          • Overview of toothpaste
                                                                                                                                                                                                                                            • Toothpaste
                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – toothpaste
                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                  • Figure 103: Brand map, selected brands of toothpaste buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                    • Figure 104: Key purchase measures for the top brands of toothpaste, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                  • Overview of toothbrush/dental accessories
                                                                                                                                                                                                                                                    • Manual toothbrushes
                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – manual toothbrushes
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 105: Brand map, selected brands of manual toothbrushes buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 106: Key purchase measures for the top brands of manual toothbrushes, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                          • Dental floss
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – dental floss
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 107: Brand map, selected brands of dental floss buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 108: Key purchase measures for the top brands of dental floss, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                                • Mouthwash
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures – mouthwash
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 109: Brand map, selected brands of mouthwash buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 110: Key purchase measures for the top brands of mouthwash, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                      • Usage of oral care products
                                                                                                                                                                                                                                                                        • Figure 111: Usage of oral care products, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 112: Usage of oral care products, by parents with children and age, January 2013
                                                                                                                                                                                                                                                                      • Frequency of product use
                                                                                                                                                                                                                                                                        • Figure 113: Frequency of toothpaste brand use in average day, by gender, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 114: Frequency of manual toothbrush brand use in average day, by gender, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 115: Frequency of mouthwash/dental rinse brand use, by gender, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 116: Frequency of dental floss/flosser brand use, by gender, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 117: Frequency of use of oral care products, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 118: Frequency of use of oral care products, by gender, August 2011-August 2012
                                                                                                                                                                                                                                                                      • Brand usage
                                                                                                                                                                                                                                                                        • Figure 119: Brands of toothpaste used, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 120: Brands of power toothbrushes, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 121: Brands of manual toothbrushes used, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 122: Brands of mouthwash used, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 123: Brands of dental floss used, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 124: Brands of tooth whiteners, by age, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 125: Brands of toothpaste used, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 126: Brands of power toothbrushes, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 127: Brands of manual toothbrushes used, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 128: Brands of mouthwash used, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 129: Brands of dental floss used, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                        • Figure 130: Brands of tooth whiteners, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                                                                      • Shopping behaviors
                                                                                                                                                                                                                                                                        • Figure 131: Oral care shopping behaviors, by household income, January 2013
                                                                                                                                                                                                                                                                      • Purchase factors
                                                                                                                                                                                                                                                                        • Figure 132: Importance of oral care purchase factors, by parents with children and age, January 2013
                                                                                                                                                                                                                                                                      • Interest in product attributes
                                                                                                                                                                                                                                                                        • Figure 133: Interest in toothpaste and mouthwash attributes, January 2013
                                                                                                                                                                                                                                                                        • Figure 134: Interest in mouthwash attributes, by household income, January 2013
                                                                                                                                                                                                                                                                      • Interest in new types of products
                                                                                                                                                                                                                                                                        • Figure 135: Interest in new oral care product formats/types, by household income, January 2013
                                                                                                                                                                                                                                                                    • Appendix—Social Media

                                                                                                                                                                                                                                                                      • Usage and awareness
                                                                                                                                                                                                                                                                        • Figure 136: Brand usage or awareness, January 2013
                                                                                                                                                                                                                                                                        • Figure 137: Crest usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 138: Colgate usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 139: Sensodyne usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 140: Oral-B usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 141: Philips Sonicare usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 142: Scope usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                                                        • Figure 143: Activities done, January 2013
                                                                                                                                                                                                                                                                        • Figure 144: Crest – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 145: Colgate – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 146: Sensodyne – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 147: Oral-B – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 148: Philips Sonicare – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                        • Figure 149: Scope – Activities done, by demographics, January 2013
                                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                                        • Figure 150: Percentage of consumer conversation by selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                        • Figure 151: Online mentions, selected oral care brands, by day, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                        • Figure 152: Mentions by page type, selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                        • Figure 153: Mentions by type of conversation, selected oral care brands, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                        • Figure 154: Major areas of discussion surrounding oral care brands, by day, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                        • Figure 155: Major areas of discussion surrounding oral care brands, by page type, March 9, 2013, April 8, 2013
                                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                      • GlaxoSmithKline (USA)
                                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                                      • Philips Consumer Electronics North America
                                                                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                                                                      • Royal Philips Electronics
                                                                                                                                                                                                                                                                      • Tom's of Maine
                                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                                      Oral Care - US - May 2013

                                                                                                                                                                                                                                                                      £3,174.67 (Excl.Tax)