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Oral Healthcare - UK - January 2011

While the market has reached close to 100% penetration for basic items (eg toothpaste and toothbrushes) and is serviced by a comprehensive and wide-ranging product offer, there is still room for growth. There is an opportunity to upgrade the basic one-step brushing regimen to include a mouthwash and, for more sophisticated shoppers, interdental items, which are relatively uncommon features of bathroom cabinets in the UK.

  • According to research commissioned for this report, worries about yellowing or stained teeth prey on the minds of four in ten adults, making cosmetic issues the most prevalent oral health concern.
  • Sensitivity is also a concern for almost four in ten adults and around a third of the population are concerned about plaque build up, cavities and gum problemes, in that order. Today's diets - whether fruit filled and healthy or more indulgent and peppered with sweet treats - damage teeth.
  • Dentists' recommendations are persuasive for three in ten adults when buying toothpaste or toothbrushes, although brand reputation is a more important driver of toothpaste choice for four in ten.
  • Research also shows that one in five adults only change their toothbrush when absolutely necessary, wheni ts bristles are bent for example. Encouraging more frequent replacement of brushes is one growth opportunity for manufacturers therefore.
  • Representing a relatively small proportion of sales, ancillaries also offer significant opportunities for growth. Steadily increasing sales of mouthwash suggest consumers are widening their personal oral care product portfolios so it is possible that additional care steps - such as flossing- could be added on a more regular basis.
  • Traditional advertising, promotional activities and low prices have little impact on consumer purchasing choices; just over one in ten are influenced by cheap prices. Hygienists recommendations influence a similar proportion.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Excluded
            • Abbreviations
            • Future Opportunities

                • For your own good
                  • Fresh and clean, wherever you are…
                  • Market in Brief

                    • Restricted regimens
                      • Talk to a professional
                        • Don’t dent(ure) my confidence
                          • The great white way
                            • Brushes get the brush-off
                              • Future
                              • Internal Market Environment

                                • Key points
                                  • Visits to the dentist
                                    • Figure 1: Number of dentists and patients seen in England in previous 24 months, 2008/09 and 2009/10
                                  • Regional influences
                                    • Figure 2: Courses of dental treatments in England, by region, 2008-10
                                  • Water fluoridation
                                    • Grin and wear it
                                      • Figure 3: Non-surgical procedures carried out in the UK, 2008-10
                                    • Denture wearers
                                      • Figure 4: Trends in the number of adults who wear dentures, 2006-10
                                  • Broader Market Environment

                                    • Key points
                                      • Diet and stained teeth
                                        • Figure 5: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2006-10
                                      • Gum and mints
                                        • Figure 6: Trends in consumption of chewing gum and mints, 2006-10
                                      • Demographic changes
                                        • Figure 7: Trends in the age structure of the UK population, 2005-15
                                    • Strengths and Weaknesses in the Market

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Launch activity
                                              • Popular product claims
                                                • Figure 8: New product launches in the UK oral hygiene market, by claim, 2010
                                              • Product launches by category
                                                • Figure 9: New product launches in the UK oral hygiene market, by category, 2010
                                              • Manufacturers and brands
                                                • Figure 10: New product launches in the UK oral hygiene market, by company, 2010
                                              • Themes
                                                • Milk round
                                                  • Power tools
                                                    • Multitasking
                                                      • Age concern
                                                        • Smiles of style
                                                          • White out
                                                            • A cleanse with polish
                                                              • On the radar elsewhere
                                                                • White wash
                                                                  • Ageing gracefully
                                                                    • Repairs on the run
                                                                      • Alternative formats
                                                                        • The germinators
                                                                          • Bundle up
                                                                            • Getting specific
                                                                              • Precious pastes
                                                                                • Age to age
                                                                                  • It’s fun to floss
                                                                                    • Clean getaway
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • The beauty market
                                                                                          • Figure 11: UK retail value sales of selected cosmetics and toiletries, 2005-09
                                                                                        • Defence against diets
                                                                                          • Chewing gum and mints
                                                                                            • Power brushes
                                                                                              • The tooth about beauty
                                                                                              • Market Size and Forecast

                                                                                                • Key points
                                                                                                  • Figure 12: UK value sales of oral hygiene, at current and constant prices, 2005-15
                                                                                                • Bridging gaps in the market
                                                                                                  • Put your money where your mouth is
                                                                                                    • Navigating the offer
                                                                                                      • The future of the market
                                                                                                        • Forecast
                                                                                                          • Figure 13: Best- and worst-case forecasts for oral hygiene, 2005-15
                                                                                                          • Figure 14: Forecasts for oral hygiene, 2010-15
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                            • Figure 15: UK retail value sales and forecast of oral hygiene, by sector, 2005-15
                                                                                                          • Toothpaste
                                                                                                            • Figure 16: UK retail value sales of toothpaste, by type, 2009 and 2010
                                                                                                          • Toothbrushes
                                                                                                            • Figure 17: UK retail value sales of toothbrushes, by type, 2005-10
                                                                                                          • Mouthwash
                                                                                                            • Figure 18: UK retail value sales of mouthwash, by type, 2005-10
                                                                                                          • Denture products
                                                                                                            • Figure 19: UK value sales of denture products, 2005-10
                                                                                                          • The future of the market
                                                                                                            • Dental ancillaries
                                                                                                            • Market Share

                                                                                                              • Key points
                                                                                                                • Market shares
                                                                                                                  • Toothpaste
                                                                                                                    • Figure 20: Manufacturers’ shares, in UK value sales of toothpaste, 2009
                                                                                                                  • Toothbrushes
                                                                                                                    • Figure 21: Manufacturers’ shares, in UK value sales of toothbrushes, 2009
                                                                                                                  • Mouthwash
                                                                                                                    • Figure 22: Manufacturers’ shares in UK value sales of mouthwash, 2009
                                                                                                                • Companies and Products

                                                                                                                  • Brand map
                                                                                                                    • Major players
                                                                                                                      • Colgate-Palmolive Ltd
                                                                                                                        • GlaxoSmithKline
                                                                                                                          • Procter & Gamble
                                                                                                                            • Wisdom Toothbrushes
                                                                                                                              • Philips
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                    • Figure 23: Main monitored media advertising spend on oral hygiene, 2006-10
                                                                                                                                  • Adspend’s recovery
                                                                                                                                    • Figure 24: Main monitored media advertising spend on oral hygiene, by sector, 2006-10
                                                                                                                                  • Adspend by media channel
                                                                                                                                    • Figure 25: Main monitored media advertising spend on oral hygiene, by media type, 2006-10
                                                                                                                                  • Adspend by company
                                                                                                                                    • Figure 26: Main monitored media advertising spend on oral hygiene, top 20 companies, 2006-10
                                                                                                                                  • Advertising themes
                                                                                                                                    • Expect the unexpected
                                                                                                                                        • Figure 27: Seasonality in the UK oral hygiene market, new product launches vs. adspend, 2006-10*
                                                                                                                                      • Marketing themes
                                                                                                                                        • Dealing with discounting
                                                                                                                                          • Beautiful smiles
                                                                                                                                            • Off-the-box campaigns
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Distribution
                                                                                                                                                  • Figure 28: UK value sales of oral hygiene, by outlet type, 2008-10
                                                                                                                                                • Importance of merchandising
                                                                                                                                                • The Consumer – Usage and Frequency

                                                                                                                                                  • Key points
                                                                                                                                                    • Toothpaste
                                                                                                                                                      • Figure 29: Trends in frequency and use of toothpaste, 2006-10
                                                                                                                                                      • Figure 30: Trends in type of toothpaste used, 2007-10
                                                                                                                                                    • Toothbrushes
                                                                                                                                                      • Figure 31: Trends in frequency and use of toothbrushes, 2006-10
                                                                                                                                                      • Figure 32: Trends in use of standard and electric toothbrushes, and ownership and purchasing of electric toothbrushes, 2006-10
                                                                                                                                                    • Mouthwashes
                                                                                                                                                        • Figure 33: Trends in frequency and use of mouthwashes and gargles, 2006-09
                                                                                                                                                      • Dental ancillaries
                                                                                                                                                          • Figure 34: Types/kinds of oral care products (other than toothpaste) used, 2010
                                                                                                                                                          • Figure 35: Frequency and use of oral care (other than toothpaste), 2010
                                                                                                                                                        • The children’s market
                                                                                                                                                            • Figure 36: Trends in usage of oral hygiene – 11-14s, 2006-10
                                                                                                                                                            • Figure 37: Brand deciders for oral hygiene products – 11-19s, 2008-10
                                                                                                                                                            • Figure 38: Usage of dental ancillary products – 11-19s, 2006-10
                                                                                                                                                        • The Consumer – Oral Health Concerns

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 39: Oral health concerns, November 2010
                                                                                                                                                            • White out
                                                                                                                                                                • Figure 40: Benefits looked at while purchasing toothpaste for self or someone in household, by leading personal concerns about overall oral health, November 2010
                                                                                                                                                              • Problems with solutions
                                                                                                                                                                  • Figure 41: Attitudes towards oral health, by leading personal concerns about overall oral health, November 2010
                                                                                                                                                                • Call to action
                                                                                                                                                                  • A sensitive issue
                                                                                                                                                                    • Beating bad breath
                                                                                                                                                                      • Men give oral care the brush-off
                                                                                                                                                                        • Figure 42: Difference in selected oral health concerns, by gender, November 2010
                                                                                                                                                                    • Consumer Influence on Choice of Dental Products

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Toothpaste
                                                                                                                                                                            • Figure 43: Benefits looked at while purchasing toothpaste for self or someone in household, November 2010
                                                                                                                                                                            • Figure 44: Factors influencing the usage of toothpaste, November 2010
                                                                                                                                                                          • Toothbrushes
                                                                                                                                                                              • Figure 45: Factors influencing the usage of toothbrushes, November 2010
                                                                                                                                                                            • Mouthwash
                                                                                                                                                                                • Figure 46: Benefits looked at while purchasing mouthwash for self or someone in household, November 2010
                                                                                                                                                                                • Figure 47: Factors influencing the usage of mouthwashes, November 2010
                                                                                                                                                                              • Dental ancillaries
                                                                                                                                                                                  • Figure 48: Factors influencing the usage of dental floss/tape/interdental sticks and brushes, November 2010
                                                                                                                                                                              • Consumer Attitudes Towards Oral Health

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 49: Attitudes towards oral health, November 2010
                                                                                                                                                                                  • Brushing the surface
                                                                                                                                                                                    • The kids aren’t all right
                                                                                                                                                                                      • Men behaving badly
                                                                                                                                                                                      • Target Groups

                                                                                                                                                                                        • Key points
                                                                                                                                                                                            • Figure 50: Target groups for oral hygiene, November 2010
                                                                                                                                                                                          • Mouth Proud
                                                                                                                                                                                            • Dentally Disengaged
                                                                                                                                                                                              • Bad With Brushes
                                                                                                                                                                                                • Image Conscious
                                                                                                                                                                                                    • Figure 51: Attitudes towards oral health, by target groups, November 2010
                                                                                                                                                                                                    • Figure 52: Personal concerns about overall oral health, by target groups, November 2010
                                                                                                                                                                                                    • Figure 53: Benefits looked at while purchasing toothpaste for self or someone in household, by target groups, November 2010
                                                                                                                                                                                                    • Figure 54: Factors influencing the usage of toothbrushes, by target groups, November 2010
                                                                                                                                                                                                    • Figure 55: Benefits looked at while purchasing mouthwash for self or someone in household, by target groups, November 2010
                                                                                                                                                                                                    • Figure 56: Factors influencing the usage of dental floss/tape/interdental sticks and brushes, by target groups, November 2010
                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                    • Figure 57: Adults who wear dentures, by demographics, 2010
                                                                                                                                                                                                    • Figure 58: Denture wearers, by age and gender, 2010
                                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                                    • Figure 59: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                                                                                    • Figure 60: Trends and projections in the UK population, by age group, 2005-15
                                                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                                                    • Figure 61: New product launches in the UK oral hygiene market, by sub-category, 2006-10
                                                                                                                                                                                                    • Figure 62: New product launches in the UK oral hygiene market, by claim category, 2006-10 (top 10)
                                                                                                                                                                                                    • Figure 63: New product launches in the UK oral hygiene market, by flavour component sub-group, 2006-10
                                                                                                                                                                                                    • Figure 64: New product launches in the UK oral hygiene market, by private label, 2006-10
                                                                                                                                                                                                • Appendix – Segment Performance

                                                                                                                                                                                                    • Figure 65: Best- and worst-case forecast for toothpaste, 2005-15
                                                                                                                                                                                                    • Figure 66: Best- and worst-case forecast for toothbrushes, 2005-15
                                                                                                                                                                                                    • Figure 67: Best- and worst-case forecast for mouthwash, 2005-15
                                                                                                                                                                                                    • Figure 68: Best- and worst-case forecast for denture products, 2005-15
                                                                                                                                                                                                    • Figure 69: Best- and worst-case forecast for dental ancillaries, 2005-15
                                                                                                                                                                                                • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                    • Figure 70: Main monitored media advertising spend on oral hygiene products, top 20, 2006-10
                                                                                                                                                                                                • Appendix – Consumer Usage and Frequency

                                                                                                                                                                                                    • Figure 71: Frequency of toothbrush usage, by demographics, 2010
                                                                                                                                                                                                    • Figure 72: Frequency of use of toothpaste, by demographics, 2010
                                                                                                                                                                                                    • Figure 73: Frequency of use of mouthwash and gargles, by demographics, 2009
                                                                                                                                                                                                    • Figure 74: Frequency of use of oral care (other than toothpaste), by demographics, 2010
                                                                                                                                                                                                • Appendix – Consumer Oral Health Concerns

                                                                                                                                                                                                    • Figure 75: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
                                                                                                                                                                                                    • Figure 76: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
                                                                                                                                                                                                    • Figure 77: Thinking about your overall oral health (eg your teeth, gums, etc), which, if any, of these are you personally concerned about?, November 2010
                                                                                                                                                                                                    • Figure 78: Agreement with selected lifestyle statements, GB, 2005-09
                                                                                                                                                                                                    • Figure 79: Benefits looked at while purchasing mouthwash for self or someone in household, by most popular personal concerns about overall oral health, November 2010
                                                                                                                                                                                                    • Figure 80: Benefits looked at while purchasing mouthwash for self or someone in household, by next most popular personal concerns about overall oral health, November 2010
                                                                                                                                                                                                • Appendix – Influence on Choice of Dental Products

                                                                                                                                                                                                  • Further analysis
                                                                                                                                                                                                    • Influences on choosing dental products
                                                                                                                                                                                                      • Figure 81: Factors influencing the usage of toothpaste, by target groups, November 2010
                                                                                                                                                                                                      • Figure 82: Factors influencing the usage of toothpaste, by demographic, November 2010
                                                                                                                                                                                                      • Figure 83: Factors influencing the usage of toothpaste, by demographic, November 2010
                                                                                                                                                                                                  • Appendix – Consumer Attitudes Towards Oral Health

                                                                                                                                                                                                      • Figure 84: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
                                                                                                                                                                                                      • Figure 85: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
                                                                                                                                                                                                      • Figure 86: Still thinking about your oral health, which of the following, if any, apply to you?, November 2010
                                                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                                                      • Figure 87: Attitudes towards oral health, by demographics, November 2010

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Alliance Boots UK Retail
                                                                                                                                                                                                  • Braun GmbH
                                                                                                                                                                                                  • British Dental Health Federation
                                                                                                                                                                                                  • Church & Dwight UK Ltd
                                                                                                                                                                                                  • Colgate-Palmolive Company
                                                                                                                                                                                                  • Crest Trading Ltd
                                                                                                                                                                                                  • GlaxoSmithKline Plc
                                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                                  • Oral B Laboratories Ltd
                                                                                                                                                                                                  • Periproducts Limited
                                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                                  • Superdrug Stores Plc
                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                  • Unilever Plc
                                                                                                                                                                                                  • Wm. Wrigley Jr. Company

                                                                                                                                                                                                  Oral Healthcare - UK - January 2011

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