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- Oral Healthcare - UK - January 2012
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“As consumers take extra care in keeping their teeth in tip-top condition to avoid the financial sting of dental treatments, this is helping to support oral care sales. Marketing messages which focus on ‘prevention rather than cure’, encouraging consumers to invest in their oral health to minimise the chance of needing expensive remedial work, will help to boost oral care usage and sales further”.
– Ricky Lakhani, Personal Care Analyst
Some questions answered in the report include:
- How is the recession impacting on sales of oral hygiene products?
- Which sectors of the market have most potential for growth?
- What are consumers’ main oral health concerns?
- What benefits do consumers look for when purchasing toothpastes?
- What impact will the ageing population have on the oral care market?
- Who is most interested in teeth-whitening treatments, and how can marketers better target them?
Introduction
Definitions
Abbreviations
Executive Summary
The market
Figure 1: Best- and worst-case forecast value sales for oral healthcare products, 2006-16
Segmentation
Market factors
New regulations on OTC teeth whitening
Dental costs start to bite
The influence of diet on tooth staining
Companies, brands and innovation
Brand share by sector
Figure 2: Manufacturers’ shares in UK value sales of oral hygiene, by sector, 2011
Innovation
The consumer
Key oral care concerns
Figure 3: Oral health concerns, November 2011
Purchasing behaviour
Figure 4: Brand usage, November 2011
Figure 5: Benefits sought when purchasing toothpaste, November 2011
Figure 6: Attitudes towards oral care products, November 2011
Teeth whitening
Figure 7: Use of teeth-whitening treatments, by type, November 2011
Figure 8: Would be interested in teeth-whitening products, by demographics, November 2011
What we think
Issues in the Market
How is the recession impacting on sales of oral hygiene products?
Which sectors of the market have most potential for growth?
What are consumers’ main oral health concerns?
What benefits do consumers look for when purchasing toothpastes?
What impact will the ageing population have on the oral care market?
Who is most interested in teeth-whitening treatments, and how can marketers better target them?
Future Opportunities
Trend: Mood to Order
Trend: Retired for Hire
Internal Market Environment
Key points
Visits to the dentist
Figure 9: Number of patients seen in England in previous 24 months, 2008/09 and 2010/11
Courses of dental treatments by region
Figure 10: Courses of dental treatments in England, by region, 2009/10 and 2010/11
Improved dental hygiene sees decline in denture wearers
Figure 11: Trends in the number of adults who wear dentures, 2007-11
New regulations on OTC tooth-whitening
Young people risking their oral health
Diet and stained teeth
Figure 12: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2007-11
Poor brushing habits
Dental costs start to bite
Concerns about safety of ingredients
Broader Market Environment
Key points
Figure 13: Forecast growth in the UK population, by age and gender, 2011-16
Figure 14: Trends in the socio-economic structure of the UK population, 2011-16
Greater focus on price as incomes squeezed
Figure 15: Attitudes towards price when shopping, 2007-11
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Who’s Innovating?
Key points
Product launches by category
Figure 16: New product launches in the oral healthcare market, by category, UK, 2011
Popular product claims
Figure 17: New product launches in the oral healthcare market, by claim, UK, 2011
Manufacturers and brands
Figure 18: New product launches in the UK oral hygiene market, by company, 2011
Examples of new launches by claim
Breath Freshening
Children’s products (5-12)
Babies and toddlers (0-4)
Botanical and herbal ingredients
Sensitive teeth
Teeth Whitening
Milder taste
Solid toothpastes
Multifunctional care
In-built reminders
Competitive Context
Key points
Oral care is a key element of the beauty and personal care market
Figure 19: UK retail value sales of selected cosmetics and toiletries, 2006-11
Snacking benefits oral care
Figure 20: Trends in the tendency to eat treats, 2006-10
Chewing gum as opposed to brushing
Use of electric toothbrushes
Market Size and Forecast
Key points
Figure 21: UK value sales and forecast of oral healthcare, at current and constant prices, 2006-16
The future of the market
Forecast
Figure 22: Best- and worst-case forecast retail value sales of oral healthcare, 2006-16
Segment Performance
Key points
Figure 23: UK retail value sales and forecast of oral healthcare, by sector, 2006-16
Toothpaste
Figure 24: UK retail value sales of toothpaste, by type, 2009-11
Toothbrushes
Figure 25: UK retail value sales of toothbrushes, by type, 2009-11
Mouthwash
Figure 26: UK retail value sales of mouthwash, by type, 2009-11
Denture products
Figure 27: UK retail value sales of denture products, 2009-11
Market Share
Key points
Figure 28: Manufacturers’ shares in UK value sales of toothpaste, 2010 and 2011
Toothbrushes
Figure 29: Manufacturers’ shares in UK value sales of tootbrushes, 2010 and 2011
Mouthwashes
Figure 30: Manufacturers’ shares in UK value sales of mouthwashes, 2010 and 2011
Companies and Products
Colgate-Palmolive
Figure 31: Colgate-Palmolive’s most recent product launches in the oral healthcare market, UK, July-December 2011
GlaxoSmithKline
Figure 32: GSK’s most recent product launches in the oral healthcare market, UK, July-December 2011
Procter & Gamble
Figure 33: Procter & Gamble’s most recent product launches in the oral healthcare market, UK, July-December 2011
Wisdom Toothbrushes
Figure 34: Wisdom’s most recent product launches in the oral healthcare market, UK, July-December 2011
Philips
Church & Dwight
Figure 35: Church & Dwight’s most recent product launches in the oral healthcare market, UK, July-December 2011
Johnson & Johnson
Figure 36: Johnson & Johnson’s most recent product launches in the oral healthcare market, UK, July-December 2011
Alliance Boots
Figure 37: Boots’ most recent product launches in the oral healthcare market, UK, July-December 2011
Brand Communication and Promotion
Key points
Topline adspend
Figure 38: Main monitored media advertising spend on oral hygiene, 2007-11
Adspend by sector
Figure 39: Main monitored media advertising spend on oral hygiene, by sector, 2010
Adspend by company
Figure 40: Main monitored media advertising, by company, 2010
GlaxoSmithKline
Colgate-Palmolive
Johnson & Johnson
Oral-B
Brand Research
Brand map
Figure 41: Attitudes towards and usage of brands in the oral health market, November 2011
Correspondence analysis
Brand attitudes
Figure 42: Attitudes by oral health brand, November 2011
Brand personality
Figure 43: Oral health brand personality – macro image, November 2011
Figure 44: Oral health brand personality – micro image, November 2011
Brand experience
Figure 45: Oral health brand usage, November 2011
Figure 46: Satisfaction with various oral health brands, November 2011
Figure 47: Consideration of oral health brands, November 2011
Figure 48: Consumer perceptions of current oral health brand performance, November 2011
Figure 49: Oral health brand recommendation – Net Promoter Score, November 2011
Brand index
Figure 50: Oral health brand index, November 2011
Figure 51: Oral health brand index vs. recommendation, November 2011
Target group analysis
Figure 52: Target groups, November 2011
Figure 53: Oral health brand usage, by target groups, November 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
Channels to Market
Key points
Figure 54: UK value sales of oral hygiene products, by outlet type, 2009-11
Grocery multiples dominate distribution
Product variety is key USP for Boots
Online appeals to convenience shoppers
Independent chemists benefit from top-up and distress purchases
The Consumer – Usage and Frequency
Key points
Toothpaste
Figure 55: Trends in frequency and use of toothpaste, 2007-11
Figure 56: Type of toothpaste used, 2007-11
Toothbrushes
Figure 57: Trends in frequency and use of toothbrushes, 2007-11
Figure 58: Trends in use of standard and electric toothbrushes, and ownership and purchasing of electric toothbrushes, 2007-11
Figure 59: Ownership and purchasing of electric toothbrushes, by socio-economic group, 2011
Mouthwashes
Figure 60: Trends in frequency and use of mouthwashes, 2010 and 2011
Dental ancillaries
Figure 61: Use of oral care products (other than toothpaste), 2010 and 2011
Non-users are key targets
Figure 62: Non-users of oral care products, by age group, 2011
The Consumer – Oral Health Concerns
Key points
Figure 63: Oral health concerns, November 2011
Encouraging men to brush more often to combat plaque/tartar
16-24-year-olds worry about stained/yellowing teeth
Heavy consumption of fizzy carbonates means 16-24-year-olds suffer from tooth sensitivity
Ageing population drives demand for products targeting cavities and receding gums
Office workers worry about bad breath
Men are less concerned about their oral health
Figure 64: Selected oral health concerns, by gender, November 2011
The Consumer – Brand Usage
Key points
Figure 65: Brand usage, November 2011
Brand loyalty
Brand switching
Chasing promotions
Any brand
The Consumer – Benefits Sought When Purchasing Toothpaste
Key points
Figure 66: Benefits sought when purchasing toothpaste, November 2011
Cosmetic benefits
Functional benefits
Figure 67: Benefits sought when purchasing toothpaste, by brand usage, November 2011
The Consumer – Attitudes towards Oral Care Products
Key points
Figure 68: Attitudes towards oral care products, November 2011
Price promotions appeal to the 25-34s
Price promotions also appeal to larger household sizes
Students economise on their oral care expenditure
Asking for advice
Targeting men with non-mint based toothpaste flavours
Safety of ingredients
Swayed by marketing
The Consumer – Teeth-whitening Treatments
Key points
Figure 69: Use of teeth-whitening treatments, any at-home treatments and any out-of-home treatments, November 2011
Figure 70: Use of teeth-whitening treatments, any treatments at home and professional treatments away from home, by age, November 2011
Figure 71: Use of teeth-whitening treatments, by type, November 2011
Teeth whitening at-home
Professional teeth whitening at a dental clinic or beauty salon/spa
Figure 72: Use of professional teeth-whitening treatments, by marital status, November 2011
Appendix – Internal Market Environment
Figure 73: Number of adults who wear dentures, by demographics, 2011
Appendix – Brand Research
Figure 14: Brand usage, November 2011
Figure 15: Brand commitment, November 2011
Figure 16: Brand momentum, November 2011
Figure 17: Brand diversity, November 2011
Figure 18: Brand satisfaction, November 2011
Figure 19: Brand recommendation, November 2011
Figure 20: Brand attitude, November 2011
Figure 21: Brand image – macro image, November 2011
Figure 22: Brand image – micro image, November 2011
Figure 23: Profile of target groups by demographic, November 2011
Figure 24: Psychographic segmentation by target group, November 2011
Figure 25: Brand usage by target group, November 2011
Brand index
Figure 26: Brand index, November 2011
Appendix – The Consumer – Usage and Frequency
Figure 74: Frequency and use of toothpaste, by demographics, 2011
Figure 75: Frequency and use of toothbrushes, by demographics, 2011
Figure 76: Ownership and purchasing of electric toothbrushes, by demographics, 2011
Figure 77: Frequency and use of oral care (other than toothpaste), by demographics, 2011
Appendix – The Consumer – Oral Health Concerns
Figure 78: Concern about stained/yellowing teeth, by demographics, November 2011
Figure 79: Concern about sensitive teeth, by demographics, November 2011
Figure 80: Concern about plaque/tartar build-up, by demographics, November 2011
Figure 81: Concern about cold sores, by demographics, November 2011
Figure 82: Concern about cavities, by demographics, November 2011
Figure 83: Concern about gum problems in teeth, by demographics, November 2011
Figure 84: Concern about acid erosion/thinning enamel, by demographics, November 2011
Figure 85: Concern about bad breath, by demographics, November 2011
Figure 86: Concern about oral problems, by demographics, November 2011
Figure 87: Concern about teething problems, by demographics, November 2011
Figure 88: Concern about gingivitis or periodontal disease, by demographics, November 2011
Figure 89: Concern about protecting dental work, by demographics, November 2011
Appendix – The Consumer – Brand Usage
Figure 90: Toothpaste usage, by demographics, November 2011
Figure 91: Toothbrush usage, by demographics, November 2011
Figure 92: Dental floss usage, by demographics, November 2011
Figure 93: Mouthwash usage, by demographics, November 2011
Appendix – The Consumer – Benefits Sought When Purchasing Toothpaste
Figure 94: Most popular benefits sought, by demographics, November 2011
Figure 95: Next most popular benefits sought, by demographics, November 2011
Appendix – The Consumer – Attitudes towards Oral Care Products
Figure 96: Agreement with the statements ‘I am concerned about the safety of ingredients used in oral care products’ and ‘Private-label oral care products are just as good as well-known brands’, by demographics, November 2011
Figure 97: Agreement with the statements ‘I am more likely to buy oral care products that are on promotion’ and ‘If I see an oral care product advertised (ie on TV or in a magazine), I am likely to try it’, by demographics, November 2011
Figure 98: Agreement with the statements ‘I try new oral care products based on family/ friends’ recommendations’ and ‘I try new oral care products based on recommendations from a dentist/hygienist’, November 2011
Figure 99: Agreement with the statements ‘I try new oral care products based on recommendations from a pharmacist’ and ‘I buy oral care products which provide the largest volumes per pack’, by demographics, November 2011
Figure 100: Agreement with the statements ‘I buy the cheapest available oral care products’ and ‘I would be interested in trying toothpaste in flavours other than mint’, by demographics, November 2011
Appendix – The Consumer – Teeth-whitening Treatments
Figure 101: A professional service at a dental office for teeth whitening, by demographics, November 2011
Figure 102: A professional service at a beauty salon or a spa for teeth whitening, by demographics, November 2011
Figure 103: At home, with professional products purchased at a dental office or beauty salon for teeth whitening, by demographics, November 2011
Figure 104: At home, with whitening toothpaste for teeth whitening, by demographics, November 2011
Figure 105: At home, with over-the-counter whitening trays for teeth whitening, by demographics, November 2011
Figure 106: At home, with over-the-counter whitening strips for teeth whitening, by demographics, November 2011
Figure 107: At home, with mouthwash or rinse for teeth whitening, by demographics, November 2011
Figure 108: At home, with home laser gadget for teeth whitening, by demographics, November 2011
- Alliance Boots
- British Dental Health Federation
- Church & Dwight UK Ltd
- Colgate-Palmolive Company
- Colgate-Palmolive UK Ltd
- GlaxosmithKline
- GlaxoSmithKline Plc
- Johnson & Johnson
- Oral B Laboratories Ltd
- Pfizer Consumer Healthcare (UK)
- Procter & Gamble UK & Ireland
- Reckitt Benckiser (UK)
- Unilever Bestfoods UK Ltd
- Wisdom Toothbrushes Limited
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