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Oral Hygiene - Europe - December 2011

European sales of oral care products have had mixed fortunes of late, with the recent economic recession making consumers increasingly price-conscious, and resulting in some lacklustre performances in the Big 5 European markets. However, growing demand for specialist and value-added products is supporting sales, as is improved consumer awareness of the importance of a daily dental health routine. Backed by its larger population size, Germany is clearly the most valuable market, with sales expected to reach €1.5 billion in 2011.

Some questions answered in this report include:

  • Economic recession and consumers’ increased price-consciousness results in some lacklustre performances in the Big 5.
  • Growing demand for specialist and value-added, high-performing products, with multiple benefits, is a positive market driver.
  • Breath-freshening, anti-bacterial and whitening have been the top NPD claims.
  • The range of oral care incorporating botanical and herbal components is expanding, reflecting the greater consumer appreciation of more natural, less artificial personal care products.
  • Toothpaste is one of the most essential and frequently used toiletries, which gives it near universal penetration.
  • While the majority of toothpaste users brush their teeth twice a day, heavy usage is geared towards women, over-44s, the bottom income group, non-workers and one-person households.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Abbreviations
          • Executive Summary

              • The market
                • A mixed bag
                  • Figure 1: Retail value sales of oral care, by sector, The Big 5, 2010
                • Companies, brands and innovation
                  • Multinationals dominate, but own-labels are also important
                    • Figure 2: New product launches in oral hygiene, % by company, Europe, Jan 2010-Oct 2011
                  • The range of natural products with botanical and herbal ingredients is expanding
                    • The consumer
                      • A toiletry essential
                        • Figure 3: Frequency of using toothpaste, by country, 2010
                      • Standard toothpaste still the top choice
                        • Consumer attitudes
                        • European Market Size and Forecast

                          • Key points
                            • Figure 4: Retail value sales of oral care, by country, 2005-15
                            • Figure 5: Per capita spend on oral care, by country, 2005-15
                        • Market Segmentation

                          • Key points
                            • France
                              • Figure 6: Retail value sales of oral care, by sector, France, 2010
                            • Germany
                              • Figure 7: Retail value sales of oral care, by sector, Germany, 2010
                            • Italy
                              • Figure 8: Retail value sales of oral care, by sector, Italy, 2010
                            • Spain
                              • Figure 9: Retail value sales of oral care, by sector, Spain, 2010
                            • UK
                              • Figure 10: Retail value sales of oral care, by sector, UK, 2010
                          • Companies and Product Innovation

                            • Key points
                              • Global launches
                                • Figure 11: New product launches in oral hygiene, % share by global region, Jan 2010-Oct 2011
                              • European launches
                                • Figure 12: New product launches in oral hygiene, % by European country, Jan 2010-Oct 2011
                                • Figure 13: New product launches in oral hygiene, % by product sector, Europe Jan 2010-Oct 2011
                                • Figure 14: New product launches in oral hygiene, % branded vs. own label, by country, Jan 2010-Oct 2011
                                • Figure 15: New product launches in oral hygiene, % share by company, Europe Jan 2010-Oct 2011
                              • France
                                • Innovation
                                  • Figure 16: New product launches in oral hygiene, by claim, France, Jan 2010-Oct 2011
                                • Fresh sensation
                                  • Brush ergonomics
                                    • On-the-go oral care
                                      • Germany
                                        • Innovation
                                          • Figure 17: New product launches in oral hygiene, by claim, Germany, Jan 2010-Oct 2011
                                        • Anti-bacterial protection
                                          • Fun products for kids
                                            • Natural ingredients
                                              • Flossing it
                                                • Italy
                                                  • Innovation
                                                    • Figure 18: New product launches in oral hygiene, by claim, Italy, Jan 2010-Oct 2011
                                                  • Freshness in focus
                                                    • Botanical and herbal formulations
                                                      • Firm hold
                                                        • Spain
                                                          • Innovation
                                                            • Figure 19: New product launches in oral hygiene, by claim, Spain, Jan 2010-Oct 2011
                                                          • Care for children’s teeth
                                                            • Alcohol-free mouthwashes
                                                              • Bright smiles
                                                                • UK
                                                                  • Innovation
                                                                    • Figure 20: New product launches in oral hygiene, by claim, UK, Jan 2010-Oct 2011
                                                                  • Recyclable packaging
                                                                    • Multitasking toothpaste
                                                                      • Milder formulations
                                                                        • Clean between the teeth
                                                                        • The Consumer – Use of Toothpaste and Mouthwash

                                                                          • Key points
                                                                            • Toothpaste
                                                                              • Figure 21: Use toothpaste, Europe, 2005-10
                                                                              • Figure 22: Frequency of using toothpaste, GB, 2008-10
                                                                              • Figure 23: Frequency of using toothpaste, France, 2008-10
                                                                              • Figure 24: Frequency of using toothpaste, Spain, 2008-10
                                                                              • Figure 25: Frequency of using toothpaste, Germany, 2008-10
                                                                              • Figure 26: Types of toothpaste used most often, GB, 2007-10
                                                                              • Figure 27: Types of toothpaste used most often, France, 2007-10
                                                                              • Figure 28: Types of toothpaste used most often, Spain, 2008-10
                                                                              • Figure 29: Types of toothpaste used most often, Germany, 2010
                                                                            • Mouthwash
                                                                              • Figure 30: Use mouthwash/gargle, Europe, 2010
                                                                              • Figure 31: Frequency of using mouthwash/gargle, Spain, 2005-10
                                                                              • Figure 32: Frequency of using mouthwash/gargle, Germany, 2005-10
                                                                          • Consumer Attitudes towards Appearance

                                                                            • Key points
                                                                                • Figure 33: Attitudes towards appearance and cosmetics, GB, 2005-10
                                                                                • Figure 34: Attitudes towards appearance and cosmetics, France, 2005-10
                                                                                • Figure 35: Attitudes towards appearance and cosmetics, Spain, 2005-10
                                                                                • Figure 36: Attitudes towards appearance and cosmetics, Germany, 2005-10
                                                                            • Appendix – The Consumer

                                                                                • Figure 37: Frequency of using toothpaste, by demographics, GB, 2010
                                                                                • Figure 38: Frequency of using toothpaste, by demographics, GB, 2010
                                                                                • Figure 39: Frequency of using toothpaste, by demographics, France, 2010
                                                                                • Figure 40: Frequency of using toothpaste, by demographics, France, 2010
                                                                                • Figure 41: Frequency of using toothpaste, by demographics, Spain, 2010
                                                                                • Figure 42: Frequency of using toothpaste, by demographics, Spain, 2010
                                                                                • Figure 43: Frequency of using toothpaste, by demographics, Germany, 2010
                                                                                • Figure 44: Frequency of using toothpaste, by demographics, Germany, 2010
                                                                                • Figure 45: Frequency of using mouthwash/gargle, by demographics, Spain, 2010
                                                                                • Figure 46: Frequency of using mouthwash/gargle, by demographics, Spain, 2010
                                                                                • Figure 47: Frequency of using mouthwash/gargle, by demographics, Germany, 2010
                                                                                • Figure 48: Frequency of using mouthwash/gargle, by demographics, Germany, 2010
                                                                                • Figure 49: Attitudes towards appearance and cosmetics, by demographics, GB, 2010
                                                                                • Figure 50: Attitudes towards appearance and cosmetics, by demographics, France, 2010
                                                                                • Figure 51: Attitudes towards appearance and cosmetics, by demographics, Spain, 2010
                                                                                • Figure 52: Attitudes towards appearance and cosmetics, by demographics, Germany, 2010

                                                                            Companies Covered

                                                                            To learn more about the companies covered in this report please contact us.

                                                                            Oral Hygiene - Europe - December 2011

                                                                            £1,877.00 (Excl.Tax)