Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Oral Care - US - May 2015

"Sales within the oral care market remain steady, benefiting from widespread product usage. Opportunities exist in the $7.2 billion category for brands to increase the frequency of product usage, especially through portable oral care products, and a focus on new product innovations within the floss/accessories/tools segment. Additionally, brands can benefit from educating consumers on proper children’s oral care."
- Margie Nanninga, Home and Personal Care Analyst

This report discusses the following key topics:

  • Category experiences steady growth, benefiting from strong floss/accessories/tools sales
  • Toothbrushing is widespread, fewer consumers using mouthwash and floss
  • Parents express confusion over proper children’s oral care

While product usage is widespread, opportunities exist for brands to increase sales, primarily by encouraging consumers to increase product usage throughout the day. Brands can benefit by encouraging consumers to add a middle-of-the-day usage occasion by introducing more portable oral care options, helping consumers to more easily use oral care products while on-the-go. Additionally, brands can address the main concerns of consumers, especially when it comes to sensitivity and yellowing teeth. Finally, brands can gain the trust of parents by educating consumers on proper children’s oral care, a subject that many consumers express confusion.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category experiences steady growth, benefiting from strong floss/accessories/tools sales
            • Figure 1: Total US sales and fan chart forecast of oral care products, at current prices, 2009-19
          • Toothbrushing is widespread, fewer consumers using mouthwash and floss
            • Figure 2: Perform oral care at least once per day, by age, January 2015
          • Parents express confusion over proper children’s oral care
            • Figure 3: Attitudes toward children’s oral care, January 2015
          • The opportunities
            • Focus on increased product usage, especially through portable oral care products
              • Figure 4: Toothbrushing routine, by age, January 2015
            • Address common consumer concerns regarding yellowing teeth, sensitivity
              • Figure 5: Oral care concerns – Any, January 2015
            • Educate consumers on children’s oral care
              • Figure 6: Attitudes toward children's oral care, by gender and age, January 2015
            • What it means
            • The Market – What You Need to Know

              • Oral care poised for slow, steady growth
                • Professional whitening becomes more prevalent
                  • Population shifts present both challenges and opportunities for oral care market
                  • Market Size and Forecast

                    • Historic and projected sales for oral care
                      • Figure 7: Total US sales and fan chart forecast of market, at current prices, 2009-19
                      • Figure 8: Total US sales and forecast of market, at current prices, 2009-19
                  • Market Breakdown

                    • Toothpaste remains largest segment, gains seen in floss/accessories/tools
                      • Figure 9: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
                    • MULO channels being impacted by online sales
                      • Figure 10: MULO sales as share of total market sales, by segment, 2009-14
                  • Market Perspective

                    • Professional whitening slows bleaching/whitening sales
                      • Oral care competes for share of consumer’s personal care dollars
                        • Figure 11: Share of personal care sales, by category, 2014 (est)
                    • Market Factors

                      • Population shifts impact children’s products, opportunities with older consumers
                        • Figure 12: Population by age, 2010-20
                      • Median household incomes improving
                        • Figure 13: Median household income, 2003-13
                      • Lack of dental insurance boosts product usage
                        • Opportunities with growing population of Black, Hispanic, and Asian consumers
                          • Figure 14: Population by race and Hispanic origin, 2010-20
                        • Consumer awareness of the link between oral health and overall health
                        • Key Players – What You Need to Know

                          • MULO oral care market dominated by P&G and Colgate-Palmolive
                            • Floss/accessories/tools most successful market segment
                              • Sales of toothbrushes and bleaching/whitening kits struggle
                                • Portability, sensitivity, and advanced technology provide opportunities for future growth
                                • Manufacturer Sales of Oral Care Products

                                  • Leading brands continue to dominate
                                    • Manufacturer sales of oral care products
                                      • Figure 15: Leading manufacturer sales of oral care products, 2014 and 2015
                                  • What’s Working?

                                    • Accessories/tools lifted by product innovations and brush head replacements
                                      • Figure 16: MULO sales of select accessories/floss products, 52-weeks ending Feb. 22, 2015
                                    • Colgate Optic White products boost floss/accessories/tools segment
                                      • Figure 17: MULO sales of select Colgate Optic White products, 52-weeks ending Feb. 22, 2015
                                    • Strong performance in natural toothpastes improves segment
                                      • Figure 18: MULO sales of select natural toothpaste products, 52-weeks ending Feb. 22, 2015
                                    • Mouthwash segment given a boost by children’s mouthwash sales
                                      • Figure 19: MULO sales of select children’s mouthwash products, 52-weeks ending Feb. 22, 2015
                                  • What’s Struggling?

                                    • Power toothbrush sales struggle as brush head sales prosper
                                      • Figure 20: MULO sales of select power toothbrushes, 2012-14
                                    • Increased whitening options lead to sluggish bleaching/whitening kit sales
                                      • Figure 21: MULO sales of select bleaching/whitening kits, 2012-14
                                    • Floss sales struggle in light of increased options for floss alternatives
                                      • Figure 22: MULO sales of select floss products, 2012-14
                                  • What’s Next?

                                    • Greater variety of portable oral care products
                                      • New whitening options
                                        • Sensitive tooth solutions
                                          • Advanced technology integrations
                                          • The Consumer – What You Need to Know

                                            • Opportunities to increase oral care activities throughout the day
                                              • Consumers report multiple oral care concerns
                                                • Consumers lack dental insurance, not visiting the dentist
                                                  • Confusion over children’s oral care presents opportunities
                                                  • Oral Care Product Usage

                                                    • Toothbrushing most common oral care activity, yet toothbrush sales struggle
                                                      • Figure 23: Perform oral care at least once per day, January 2015
                                                    • More portable oral care options may increase product usage
                                                      • Figure 24: Toothbrushing routine, by age, January 2015
                                                    • Opportunities exist with Black, Hispanic, and Asian populations
                                                      • Figure 25: Oral care use (mean), by race/Hispanic origin, January 2015
                                                    • Usage of bleaching/whitening products remains flat
                                                      • Figure 26: Usage of bleaching/whitening products, November 2008-December 2014
                                                      • Figure 27: Brand usage of tooth whiteners, November 2013-December 2014
                                                  • Oral Care Attitudes

                                                    • Younger consumers express more concerns over oral health
                                                      • Figure 28: Any concerned with oral care, all and 18-34s, January 2015
                                                    • Signs of a clean mouth
                                                      • Figure 29: Top signs of a clean mouth, January 2015
                                                  • Interest in New Products

                                                    • Functional innovations are of highest interest to consumers
                                                      • Figure 30: Interested and would pay more for functional oral care benefits, by gender, January 2015
                                                    • Consumers concerned about ingredients, interested in new products
                                                      • Figure 31: Interest in oral care innovations, January 2015
                                                  • Dentist Visits

                                                    • Consumers lack insurance, not visiting the dentist often enough
                                                      • Figure 32: Have visited a dentist and have dental insurance, by race/Hispanic origin, November 2013-December 2014
                                                      • Figure 33: Have visited a dentist and have dental insurance, by household income, November 2013-December 2014
                                                  • Children’s Oral Care

                                                    • Confusion exists over proper children’s oral care
                                                        • Figure 34: Attitudes toward children’s oral care, by age of parent, January 2015
                                                      • Children’s oral care routines
                                                        • Figure 35: Children’s oral care habits, by age of parent, January 2015
                                                    • Appendix – Data Sources and Abbreviations

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

                                                                    • Figure 36: Total US retail sales and forecast of oral care products, at inflation-adjusted prices, 2009-19
                                                                    • Figure 37: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
                                                                    • Figure 38: Total US retail sales of oral care products, by channel, at current prices, 2012 and 2014
                                                                    • Figure 39: Total US retail sales of toothbrushes, by type, at current prices, 2009-14
                                                                • Appendix – Key Players

                                                                    • Figure 40: MULO sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 41: MULO sales of toothpaste, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 42: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 43: MULO sales of floss/accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 44: MULO sales of bleaching/whitening kits, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Figure 45: GNPD new product claims, mouthwash and floss, 2014
                                                                • Appendix – Consumer

                                                                    • Figure 46: Denture use, November 2013-December 2014
                                                                    • Figure 47: Tooth whitening types used, November 2013-December 2014
                                                                    • Figure 48: Usage of bleaching/whitening products, November 2008-December 2014

                                                                Companies Covered

                                                                • Walmart Stores (USA)

                                                                Oral Care - US - May 2015

                                                                £3,174.67 (Excl.Tax)