Oral Care - US - May 2014
“Oral care sales are expected to grow modestly into 2018. However, there are ways for companies and brands to accelerate sales growth, which include influencing consumers to adopt more complex oral care routines, provide better outreach to underserved consumer segments, and grow toothbrush sales.”
– Gabriela Elani, Home & Personal Care Analyst
This report answers the following issues:
- Influence consumers to adopt more complex oral care routines
- Better outreach to underserved consumer segments
- Grow toothbrush sales
Sales for the oral care market have been growing steadily year-to-year since 2008, and the category grew during 2008-13. Many of the products in this market, namely toothpaste and toothbrushes, enjoy high household penetration as consumers need to use these products on a daily basis to maintain their oral health and hygiene. In addition, this category benefits from having few to no competitive alternatives. Consumers’ reliance on these products for cleaning and caring for their teeth will be the main driver of continued, steady growth for this market. Mintel expects that sales will continue to grow steadily in the coming years.
Though the category has enjoyed steady, modest growth, more accelerated growth has been tempered by consumers’ cost-savings behaviors when shopping the category and several products already having universal household penetration. To accelerate growth in the coming years, companies should focus their efforts on encouraging consumers to enhance their current oral care routines by adding less commonly used products to their repertoires, such as mouthwash, floss, and brush picks. Companies could also pursue ways to encourage consumers to spend slightly more on products, by continuing to introduce interesting new product flavors or adding new functional benefits.
The key topics of focus for the 2014 report include understanding which oral care products consumers are using most frequently, their decision between name brands versus private label for certain types of oral care products, and what product attributes they consider to be the most important when choosing which oral care products to buy and use. The report also puts a strong emphasis on determining which types of tactics should be employed to drive category growth at a more accelerated pace, such as strategies that can be implemented to encourage consumers to expand their current oral care routines. And finally, this report will also explore consumers’ attitudes toward dentists and children’s healthcare.
This report builds on the analysis presented in Mintel’s Oral Care – US, May 2013 and previous reports with this same title in June 2012, June 2011, July 2010, June 2009, June 2008, January 2006, January 2005, April 2003, and May 2001. It also builds on the Oral Care –The Consumer – US, June 2007 and Oral Care – The Market – US, April 2007 reports.
Mintel defines the US oral care market as consisting of the following product categories:
- 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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