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Oral Healthcare - UK - June 2013

“Appearance, health and hygiene remain the most important drivers in this category, with older people more focused on health and hygiene and younger people more focused on appearance. With the growth of the oldest and youngest demographics predicted, this offers opportunities for more tailored product offerings. Own-label remains competitive in this market; however, branded products should show the added benefits of better technology and innovation both to the dentist and the consumer.”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • Which age demographics are likely to contribute the most to growth?
  • What role does the dentist have in this market?
  • What have been some interesting innovations in 2012 and 2013?
  • How is own-label performing in this segment?
  • What is more important, appearance or hygiene benefits?

The oral healthcare category (made up of toothbrushes, toothpaste, mouthwash, denture products and dental ancillaries) has seen fluctuation historically, but grew by 4% in 2012 and is predicted to witness continued growth. It is currently worth almost £1 billion. Product launches in the category in 2012 have been focused on line extensions, relaunches and packaging changes with little in the way of new product innovation.

Consumers show high involvement in the category, driven by health and hygiene but also appearance motivations. Attitudes vary by demographic and this can be used to target communication for age-appropriate brands or products effectively. The market has seen much in communication to professionals (ie dentists) and although the cost of visiting the dentist has gone up, the role of the dentist is likely to remain important in product recommendations.

This report covers the UK consumer market for oral hygiene products, including products in the following categories:

  • Toothbrushes – standard manual, electric (rechargeable), battery-powered (non-rechargeable), replacement toothbrush heads, travel brushes and combined toothbrush/tongue scraper
  • Toothpaste – including pastes, gels, polish and powder formats
  • Mouthwash/rinse – primarily for the maintenance of dental and oral hygiene, includes medicated and non-medicated
  • Denture products – cleaners and fixatives and cleaners for orthodontic appliances
  • Dental accessories/ancillaries – includes cosmetic whitening products, eg gels, fresh breath dental chewing gum (eg Colgate Whitening Dental Gum) with product licences for the treatment and maintenance of oral hygiene, tongue scraper, fresh breath strips and other breath fresheners, dental floss, tape, gum/ulcer/teething gel, eg Bonjela, interdental sticks and brushes, disclosing tablets
  • Note that data have been revised since the last report due to new information from the trade.

Excluded

  • Products used solely by the dental profession or products available only on prescription.
  • General-purpose antiseptic liquids, treatments for sore throats and products for the treatment of oral lesions, sores and mouth ulcers, such as gums, pastilles and teething gels are not included in the market size data, but are discussed within the scope of the report.
  • The report only covers retail sales, although the proportion of products sold direct via dental surgeries will also be discussed where appropriate.

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Methodology
            • Consumer research
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Best- and worst-case forecast of UK oral healthcare, 2007-17
                  • Market factors
                    • Companies, brands and innovation
                      • Figure 2: Manufacturers’ shares of total oral healthcare category, year ending March 2013
                      • Figure 3: NPD in the UK oral healthcare market, by product segment, 2008-12
                      • Figure 4: Interest in new products, March 2013
                    • The consumer
                      • Figure 5: Attitudes towards oral healthcare, March 2013
                    • What we think
                    • Issues in the Market

                        • Which age demographics are likely to contribute the most to growth?
                          • What role does the dentist have in this market?
                            • What have been some interesting innovations in 2012 and 2013?
                              • How is own-label performing in this segment?
                                • What is more important, appearance or hygiene benefits?
                                • Trend Application

                                  • Trend: Help Me Help Myself
                                    • Trend: Mood to Order
                                      • Mintel Futures: Old Gold
                                      • Market Drivers

                                        • Key points
                                          • A rise in the number of patients seen by a dentist
                                            • Figure 6: Number of patients seen by dentists in England in previous 24 months, 2008/09-2011/12
                                          • Diet and stained teeth
                                            • Rise in the youngest and oldest demographics
                                              • Figure 7: Trends in the age structure of the UK population, 2007-17
                                          • Who’s Innovating?

                                            • Key points
                                              • Increased launch activity in the mouthwash sector
                                                • Figure 8: NPD in the UK oral healthcare market, by product segment, 2008-12
                                              • Own-label remains competitive
                                                • Figure 9: Percentage of branded vs. own-label launches, 2008-12
                                                • Figure 10: Tesco own-label toothbrush launch in 2012
                                              • Nothing new in NPD in 2012
                                                • Figure 11: NPD in the UK oral healthcare category, by launch type, 2008-12
                                                • Figure 12: New product launches and relaunches in 2012
                                              • A rise in children’s launches
                                                • Figure 13: Product line extensions launched in 2012 aimed at children
                                              • 2012 saw a high proportion of vitamin/mineral-fortified launches
                                                • Figure 14: Growth index of top five claims in the UK oral healthcare market, 2008-12
                                                • Figure 15: Product launches with vitamin/mineral claims, 2012
                                              • GSK and Colgate-Palmolive lead innovation in 2012
                                                • Figure 16: Share of NPD in the UK oral healthcare market, by company, 2008-12
                                            • Market Size and Forecast

                                              • Key points
                                                • Historical market size maintained by toothbrush and toothpaste sales
                                                  • Figure 17: UK retail value sales of oral healthcare, at current and constant prices, 2007-17
                                                • The future is in mouthwash and dentures
                                                  • Figure 18: Best- and worst-case forecast of UK oral healthcare, 2007-17
                                                • Forecast methodology
                                                • Segment Performance

                                                  • Key points
                                                    • Rise in average price per unit is behind growth
                                                      • Figure 19: UK retail value and volume sales of oral healthcare, by sector, 2011 and 2012
                                                  • Market Share

                                                    • Key points
                                                      • Colgate, GSK and P&G take the lead
                                                        • Figure 20: Manufacturers’ shares of total oral healthcare category, years ending March 2012 and March 2013
                                                      • ASA investigation boosts P&G sales
                                                        • Figure 21: Manufacturers’ shares of toothpaste, year ending March 2013
                                                      • Electric toothbrushes boosting the category
                                                        • Figure 22: Manufacturers’ shares of toothbrushes, year ending March 2013
                                                      • Listerine leads in mouthwash
                                                        • Figure 23: Manufacturers’ shares of mouthwash, year ending March 2013
                                                      • Big brands lead in denture products
                                                        • Figure 24: Manufacturers’ shares of denture products, year ending March 2013
                                                      • Opportunity for brands in dental ancillaries
                                                        • Figure 25: Manufacturers’ shares of dental ancillaries, year ending March 2013
                                                    • Companies and Products

                                                      • GlaxoSmithKline
                                                        • Figure 26: Key global financials for GSK, 2011 and 2012
                                                        • Figure 27: GSK’s product launches in the oral healthcare market, January 2012-March 2013
                                                      • Colgate-Palmolive
                                                        • Figure 28: Key global financials for Colgate-Palmolive, 2011 and 2012
                                                        • Figure 29: Colgate-Palmolive’s product launches in the oral healthcare market, January 2012-March 2013
                                                      • Procter & Gamble
                                                          • Figure 30: Key global financials for Procter & Gamble, 2011 and 2012
                                                          • Figure 31: P&G’s product launches in the oral healthcare market, January 2012-March 2013
                                                        • Johnson & Johnson
                                                            • Figure 32: Key global financials for Johnson & Johnson, 2010-12
                                                            • Figure 33: Johnson & Johnson’s product launches in the oral healthcare market, January 2012-March 2013
                                                          • Church & Dwight
                                                              • Figure 34: Key global financials Church & Dwight, 2011 and 2012
                                                              • Figure 35: Church & Dwight’s product launches in the oral healthcare market, January 2012-March 2013
                                                            • Wisdom Toothbrushes
                                                              • Figure 36: Key financials for Wisdom Toothbrushes Limited, 2011 and 2012
                                                              • Figure 37: Wisdom Toothbrushes Ltd’s product launches in the oral healthcare market, January 2012-March 2013
                                                            • Philips
                                                                • Figure 38: Key global financials of Philips Group, 2010-12
                                                              • Acdoco
                                                                • Boots UK
                                                                  • Figure 39: Boots’ product launches in the oral healthcare market, January 2012-March 2013
                                                                • Combe International
                                                                  • Henkel UK & Ireland
                                                                    • Purity Laboratories
                                                                      • Figure 40: Purity Laboratories product launches in the oral healthcare market, January 2012-March 2013
                                                                    • Periproducts
                                                                      • Figure 41: Periproducts product launches in the oral healthcare market, January 2012-March 2013
                                                                  • Brand Research

                                                                    • Brand map
                                                                        • Figure 42: Attitudes towards and usage of brands in the oral health sector, April 2013
                                                                      • Correspondence analysis
                                                                        • Brand attitudes
                                                                          • Figure 43: Attitudes, by oral health brand, April 2013
                                                                        • Brand personality
                                                                          • Figure 44: Oral health brand personality – macro image, April 2013
                                                                          • Figure 45: Oral health brand personality – micro image, April 2013
                                                                        • Brand experience
                                                                          • Figure 46: Oral health brand usage, April 2013
                                                                          • Figure 47: Satisfaction with various oral health brands, April 2013
                                                                          • Figure 48: Consideration of oral health brands, April 2013
                                                                          • Figure 49: Consumer perceptions of current oral health brand performance, April 2013
                                                                          • Figure 50: Oral health brand recommendation – Net Promoter Score, April 2013
                                                                        • Brand index
                                                                          • Figure 51: Oral health brand index, April 2013
                                                                          • Figure 52: Oral health brand index vs. recommendation, April 2013
                                                                        • Target group analysis
                                                                          • Figure 53: Target groups, April 2013
                                                                          • Figure 54: Oral health brand usage, by target groups, April 2013
                                                                        • Group One – Conformists
                                                                          • Group Two – Simply the Best
                                                                            • Group Three – Shelf Stalkers
                                                                              • Group Four – Habitual Shoppers
                                                                                • Group Five – Individualists
                                                                                • Brand Communication and Promotion

                                                                                  • Key points
                                                                                    • Advertising spend is reflective of launch activity
                                                                                      • Figure 55: Topline adspend and adspend: sales ratio in the UK oral healthcare category, 2009-12
                                                                                    • Consumers increasingly sceptical of toothpaste adverts
                                                                                      • Figure 56: Adspend in the UK oral healthcare category, by segment, 2012
                                                                                    • Own-label does not feature in top spenders
                                                                                      • Figure 57: Adspend in the UK oral healthcare category, by top advertisers, 2012
                                                                                    • Professional endorsements key to brands in 2012
                                                                                      • Figure 58: Advertising spend in the oral healthcare category, by top brands, 2009-12
                                                                                    • Internet remains a cost-effective form of advertising
                                                                                      • Figure 59: Adspend in the UK oral healthcare category, by media type, 2009-12
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Figure 60: UK value sales of oral hygiene products, by outlet type, 2011 and 2012
                                                                                  • The Consumer – Usage and Frequency of Oral Healthcare Products

                                                                                    • Key points
                                                                                      • Electric toothbrushes are more popular with older people
                                                                                        • Figure 61: Usage of oral healthcare products, March 2013
                                                                                      • Multipurpose toothpaste has broader appeal
                                                                                        • Women are more involved in their oral health regimes
                                                                                          • Figure 62: Responsibility of purchase for oral health products, March 2013
                                                                                      • The Consumer – Factors Influencing Purchase of Oral Healthcare Products

                                                                                        • Key points
                                                                                          • Oral health concerns can be used to guide claims
                                                                                            • Figure 63: Selected factors influencing purchase of oral healthcare products, March 2013
                                                                                          • Gender differences
                                                                                            • Younger people are influenced by bad breath, cold sores and teething problems
                                                                                            • The Consumer – Interest in New Oral Healthcare Products

                                                                                              • Key points
                                                                                                • Interest in new products
                                                                                                  • Figure 64: Interest in new products, March 2013
                                                                                                • Age of difference
                                                                                                  • Women show a greater interest in products with added benefits
                                                                                                    • Young people are into hygiene
                                                                                                    • The Consumer – Attitudes Towards Oral Healthcare

                                                                                                      • Key points
                                                                                                        • Appearance is a key driver for the youth…
                                                                                                          • Figure 65: Attitudes towards oral healthcare, March 2013
                                                                                                        • …hygiene is more important to older adults
                                                                                                          • People worried about teeth staining are more interested in innovations
                                                                                                            • Parents worry about germs and ingredients
                                                                                                            • Consumer Typologies

                                                                                                              • Key points
                                                                                                                  • Figure 66: Consumer typologies, March 2013
                                                                                                                • Oral Care Obsessed (38% or the equivalent of 1.6 million adults)
                                                                                                                  • Who are they?
                                                                                                                    • Back to Basics (32% or the equivalent of 1.3 million adults)
                                                                                                                      • Who are they?
                                                                                                                        • Experience Seekers (30% or the equivalent of 1.3 million adults)
                                                                                                                          • Who are they?
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                              • Figure 67: UK retail value sales of toothbrush and toothpaste segments, at current and constant prices, 2007-17
                                                                                                                              • Figure 68: UK retail value sales of mouthwash segment, at current and constant prices, 2007-17
                                                                                                                              • Figure 69: UK retail value sales of denture products/dental ancillaries, at current and constant prices, 2007-17
                                                                                                                              • Figure 70: Best- and worst-case forecast of UK toothbrush and toothpaste segment, 2007-17
                                                                                                                              • Figure 71: Best- and worst-case forecast of UK mouthwash segment, 2007-17
                                                                                                                              • Figure 72: Best- and worst-case forecast of UK denture products/dental ancillaries segment, 2007-17
                                                                                                                          • Appendix – Market Share

                                                                                                                              • Figure 73: Manufacturers’ shares of toothpaste, years ending March 2012 and March 2013
                                                                                                                              • Figure 74: Manufacturers’ shares of toothbrushes, years ending March 2012 and March 2013
                                                                                                                              • Figure 75: Manufacturers’ shares of mouthwash, years ending March 2012 and March 2013
                                                                                                                              • Figure 76: Manufacturers’ shares of denture products, years ending March 2012 and March 2013
                                                                                                                              • Figure 77: Manufacturers’ shares of dental ancillaries, years ending March 2012 and March 2013
                                                                                                                          • Appendix – Brand Research

                                                                                                                              • Figure 78: Brand usage, April 2013
                                                                                                                              • Figure 79: Brand commitment, April 2013
                                                                                                                              • Figure 80: Brand momentum, April 2013
                                                                                                                              • Figure 81: Brand diversity, April 2013
                                                                                                                              • Figure 82: Brand satisfaction, April 2013
                                                                                                                              • Figure 83: Brand recommendation, April 2013
                                                                                                                              • Figure 84: Brand attitude, April 2013
                                                                                                                              • Figure 85: Brand image – macro image, April 2013
                                                                                                                              • Figure 86: Brand image – micro image, April 2013
                                                                                                                              • Figure 87: Profile of target groups, by demographics, April 2013
                                                                                                                              • Figure 88: Psychographic segmentation, by target groups, April 2013
                                                                                                                              • Figure 89: Brand usage, by target groups, April 2013
                                                                                                                            • Brand index
                                                                                                                              • Figure 90: Brand index, April 2013
                                                                                                                          • Appendix – The Consumer – Usage and Frequency of Oral Healthcare Products

                                                                                                                              • Figure 91: Usage of oral healthcare products, March 2013
                                                                                                                              • Figure 92: Usage of multipurpose toothpaste, by demographics, March 2013
                                                                                                                              • Figure 93: Usage of whitening toothpaste, by demographics, March 2013
                                                                                                                              • Figure 94: Usage of regular toothpaste, by demographics, March 2013
                                                                                                                              • Figure 95: Usage of mouthwash, by demographics, March 2013
                                                                                                                              • Figure 96: Usage of manual toothbrush, by demographics, March 2013
                                                                                                                              • Figure 97: Usage of power toothbrush, by demographics, March 2013
                                                                                                                              • Figure 98: Usage of regular dental floss, by demographics, March 2013
                                                                                                                              • Figure 99: Usage of manual, disposable flosser, by demographics, March 2013
                                                                                                                              • Figure 100: Usage of tongue scraper, by demographics, March 2013
                                                                                                                              • Figure 101: Usage of oral healthcare products, by most popular factors influencing purchase, March 2013
                                                                                                                              • Figure 102: Usage of oral healthcare products, by next most popular factors influencing purchase, March 2013
                                                                                                                              • Figure 103: Usage of oral healthcare products, by other factors influencing purchase, March 2013
                                                                                                                              • Figure 104: Responsibility for purchase of oral healthcare products, March 2013
                                                                                                                              • Figure 105: Responsibility for purchase of oral healthcare products, by demographics, March 2013
                                                                                                                              • Figure 106: Repertoire of oral healthcare products used once a week or more often in the last three months, March 2013
                                                                                                                              • Figure 107: Repertoire of oral healthcare products used once a week or more often in the last three months, by demographics, March 2013
                                                                                                                          • Appendix – The Consumer – Factors Influencing Purchase of Oral Healthcare Products

                                                                                                                              • Figure 108: Factors influencing purchase, March 2013
                                                                                                                              • Figure 109: Most popular factors influencing purchase, by demographics, March 2013
                                                                                                                              • Figure 110: Next most popular factors influencing purchase, by demographics, March 2013
                                                                                                                              • Figure 111: Other factors influencing purchase, by demographics, March 2013
                                                                                                                          • Appendix – The Consumer – Interest in New Oral Healthcare Products

                                                                                                                              • Figure 112: Interest in new products, March 2013
                                                                                                                              • Figure 113: Interest in breath strips with whitening properties and tooth wipes for use on the go, by demographics, March 2013
                                                                                                                              • Figure 114: Interest in disposable toothbrushes with ready-filled toothpaste and alternative toothpaste flavours other than mint, by demographics, March 2013
                                                                                                                              • Figure 115: Interest in gum cream that helps to rejuvenate and rebuild receding gums and products with cold/flu-fighting ingredients, by demographics, March 2013
                                                                                                                              • Figure 116: Interest in toothbrush sanitisers and disinfectant mouth sprays, by demographics, March 2013
                                                                                                                              • Figure 117: Interest in oral health products with added vitamins/minerals and mouthwash/rinse with cooling properties for chest and throat, by demographics, March 2013
                                                                                                                              • Figure 118: Interest in oral care products that change colour when you have brushed/flossed for the appropriate amount of time, by demographics, March 2013
                                                                                                                          • Appendix – The Consumer – Attitudes Towards Oral Healthcare

                                                                                                                              • Figure 119: Attitudes towards oral healthcare, March 2013
                                                                                                                              • Figure 120: Agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I am concerned about the safety of ingredients used in oral care products’, by demographics, March 2013
                                                                                                                              • Figure 121: Agreement with the statements ‘I don’t feel clean if I haven’t taken care of my teeth’ and ‘I worry about germs on my toothbrush’, by demographics, March 2013
                                                                                                                              • Figure 122: Agreement with the statements ‘It’s important to visit the dentist every six months’ and ‘I don’t feel attractive if I haven’t taken care of my oral health’, by demographics, March 2013
                                                                                                                              • Figure 123: Agreement with the statements ‘It’s important to me what other people think of my teeth’ and ‘A person’s teeth can enhance their overall appearance’, by demographics, March 2013
                                                                                                                              • Figure 124: Agreement with the statements ‘I worry that the food I eat is staining my teeth’ and ‘All toothpastes do the same thing regardless of what they claim’, by demographics, March 2013
                                                                                                                              • Figure 125: Agreement with the statements ‘Brushing/caring for my teeth is a routine I don’t think much about’ and ‘I prefer to use as few products in my oral health regime as possible’, by demographics, March 2013
                                                                                                                              • Figure 126: Usage of oral healthcare products, by agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I am concerned about the safety of ingredients used in oral care products’, March 2013
                                                                                                                              • Figure 127: Usage of oral healthcare products, by agreement with the statements ‘I don’t feel clean if I haven’t taken care of my teeth’ and ‘I worry about germs on my toothbrush’, March 2013
                                                                                                                              • Figure 128: Usage of oral healthcare products, by agreement with the statements ‘It’s important to visit the dentist every six months’ and ‘I don’t feel attractive if I haven’t taken care of my oral health’, March 2013
                                                                                                                              • Figure 129: Usage of oral healthcare products, by agreement with the statements ‘It’s important to me what other people think of my teeth’ and ‘A person’s teeth can enhance their overall appearance’, March 2013
                                                                                                                              • Figure 130: Usage of oral healthcare products, by agreement with the statements ‘I worry that the food I eat is staining my teeth’ and ‘All toothpastes do the same thing regardless of what they claim’, March 2013
                                                                                                                              • Figure 131: Usage of oral healthcare products, by agreement with the statements ‘Brushing/caring for my teeth is a routine I don’t think much about’ and ‘I prefer to use as few products in my oral health regime as possible’, March 2013
                                                                                                                          • Appendix – Consumer Typologies

                                                                                                                              • Figure 132: Target groups, by demographics, March 2013
                                                                                                                              • Figure 133: Usage of oral healthcare products, by target groups, March 2013
                                                                                                                              • Figure 134: Responsibility for purchase of oral healthcare products, by target groups, March 2013
                                                                                                                              • Figure 135: Interest in new products, by target groups, March 2013
                                                                                                                              • Figure 136: Repertoire of usage of oral healthcare products, by target groups, March 2013
                                                                                                                              • Figure 137: Attitudes towards oral healthcare, by target groups, March 2013

                                                                                                                          Companies Covered

                                                                                                                          • ACDOCO Limited
                                                                                                                          • Alliance Boots
                                                                                                                          • Church & Dwight Co. Inc
                                                                                                                          • Church & Dwight UK Ltd
                                                                                                                          • Colgate-Palmolive Company
                                                                                                                          • Combe International Limited
                                                                                                                          • Facebook, Inc.
                                                                                                                          • GlaxoSmithKline Plc
                                                                                                                          • Henkel Corporation
                                                                                                                          • Johnson & Johnson
                                                                                                                          • Koninklijke Philips Electronics N.V.
                                                                                                                          • Omron Healthcare Europe B.V.
                                                                                                                          • Oral B Laboratories Ltd
                                                                                                                          • Periproducts Limited
                                                                                                                          • Philips Consumer Electronics UK
                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                          • Twitter, Inc.
                                                                                                                          • Wisdom Toothbrushes Limited

                                                                                                                          Oral Healthcare - UK - June 2013

                                                                                                                          £1,995.00 (Excl.Tax)