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Oral Healthcare - UK - January 2012

“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?

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Table of contents

  1. 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

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • 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

                                                                                                                                                                                                  Oral Healthcare - UK - January 2012

                                                                                                                                                                                                  £1,995.00 (Excl.Tax)