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Oral Hygiene - UK - January 2009

People use oral hygiene products not only to keep their teeth clean, but for cosmetic reasons, such as achieving a brighter smile. The market has evolved to satisfy differing consumer needs, with new niches evolving to help people maintain optimum dental health and beauty.

However, not everyone takes as much care over their teeth as they should. In particular, men are more lax when it comes to oral hygiene, although this changes amongst older men who are more concerned than women about denture care.

Key report themes:

  • Growth in whitening products reflects trend for smile beauty.

  • Development of specialist products to address modern lifestyles such as products especially designed to tackle acid erosion.

  • Encouraging better oral hygiene routines, including regular toothbrush replacement.

  • Innovation within the power toothbrush sector.

  • Emergence of online retailers despite dominance of grocery.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

            • Teaching new habits
              • Baby boomers can afford to ‘live for now’ but this is not a trend for the younger generation
                • Insights
                  • Age Concern
                    • Trends in responding to an ageing consumer
                      • Insights
                      • Market in Brief

                        • No real regime usage
                          • Prevention, not cure
                            • Gaps in the market
                              • Toothbrush usage
                                • Consumer choices
                                  • Future
                                  • Internal Market Environment

                                    • Key points
                                      • Visits to the dentist
                                        • Figure 1: Number of patients (England) seen in previous 24 months, 2006/07 and 2007/08
                                      • Bad habits and stained teeth
                                        • Figure 2: Trends in consumption of food and drink that can stain teeth or is high in sugar content, 2006-08
                                      • Gum
                                        • Figure 3: Trends in consumption of chewing gum, 2006-08
                                      • Rising interest in smile beauty
                                        • Trends in dental treatments
                                          • Figure 4: Topline summary of cosmetic dental surgery had, February 2007
                                        • Denture wearers
                                          • Figure 5: Trends in adults who wear dentures, 2006-08
                                        • Piercings
                                        • Broader Market Environment

                                          • Key points
                                            • Demographic changes
                                              • Figure 6: Structure of the UK population, by age and gender, 2003-13
                                            • Regional influences
                                              • Figure 7: Courses of treatments in England, by region, 2006-08
                                            • NHS dental care provision
                                              • Regulations/Safety
                                              • Competitive Context

                                                • Key points
                                                  • Changing diet
                                                    • Chewing gum
                                                      • Electric and sonic toothbrushes
                                                        • Smile beauty on the high street
                                                        • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Manufacturers and brands
                                                                  • Figure 8: Leading innovators of oral hygiene, January-September 2008
                                                                • Product launches by category
                                                                  • Figure 9: Innovation in oral hygiene, by sub-category, January 2004-September 2008
                                                                • Positioning of oral hygiene launches
                                                                  • Figure 10: New launches, by product positioning, top three, 2006-08
                                                                • Themes
                                                                  • Innovation in toothpastes
                                                                    • Natural
                                                                      • Oral health
                                                                        • Interdental
                                                                          • Brush sanitisers
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Figure 11: UK value sales of oral hygiene, 2003-13
                                                                            • Promoting regime usage
                                                                              • Trading up to premium-priced products
                                                                                • Targeting dental problems with specialist products
                                                                                  • The future of the market
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Figure 12: UK retail value sales of oral hygiene, by category, 2008
                                                                                    • Toothpaste
                                                                                      • Figure 13: UK retail value sales of toothpaste, by type, 2006-08
                                                                                    • Super-segmentation drives growth
                                                                                      • Dental health and hygiene
                                                                                        • Children
                                                                                          • Toothbrushes
                                                                                            • Figure 14: UK retail value sales of toothbrushes, by type, 2003-08
                                                                                          • Brush replacement to drive growth
                                                                                            • Rechargeable toothbrushes
                                                                                              • Dental ancillaries
                                                                                                • Figure 15: UK retail value sales of dental ancillaries, 2006-08
                                                                                              • Multifunctional mouthwashes
                                                                                                • Encouraging better oral hygiene habits
                                                                                                  • Teeth-whitening kits
                                                                                                    • Denture products
                                                                                                      • The future of the market
                                                                                                        • Healthy but slower growth
                                                                                                          • Figure 16: Forecast of UK value sales of oral hygiene by sector, at current prices, 2003-13
                                                                                                        • Extras to lead growth
                                                                                                            • Figure 17: Forecast of UK value sales of oral hygiene by sector, at 2008 prices, 2003-13
                                                                                                        • Market Share

                                                                                                          • Key points
                                                                                                            • Market share
                                                                                                              • Figure 18: Market share of oral hygiene market, 2008
                                                                                                            • Toothpaste
                                                                                                              • Figure 19: Manufacturers’ shares in toothpastes, 2006-08
                                                                                                            • Manual toothbrushes
                                                                                                              • Figure 20: Value shares of manual toothbrushes, 2006-08
                                                                                                            • Power toothbrushes
                                                                                                              • Figure 21: Value shares of power toothbrushes and toothbrush heads, 2006-08
                                                                                                            • Mouthwash
                                                                                                              • Figure 22: Value shares of mouthwash, 2006-08
                                                                                                            • Dental ancillaries
                                                                                                              • Denture products
                                                                                                              • Companies and Products

                                                                                                                  • Figure 23: Brand map
                                                                                                                • Colgate-Palmolive
                                                                                                                  • GlaxoSmithKline
                                                                                                                    • Procter & Gamble/Oral-B/Braun
                                                                                                                      • Johnson & Johnson
                                                                                                                        • Philips
                                                                                                                          • Wisdom
                                                                                                                            • Other oral care companies
                                                                                                                              • Whitening brands
                                                                                                                                • Natural brands
                                                                                                                                  • Own-label
                                                                                                                                  • Brand Elements

                                                                                                                                      • Brand map
                                                                                                                                        • Figure 24: Attitudes and usage of oral hygiene brands, January 2009
                                                                                                                                      • Colgate
                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 25: Attitudes towards the Colgate brand, January 2009
                                                                                                                                          • Crest
                                                                                                                                            • What the brand is trying to achieve
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 26: Attitudes towards the Crest brand, January 2009
                                                                                                                                              • Sensodyne
                                                                                                                                                • What the brand is trying to achieve
                                                                                                                                                  • What the consumer thinks
                                                                                                                                                    • Figure 27: Attitudes towards the Sensodyne brand, January 2009
                                                                                                                                                  • Listerine
                                                                                                                                                    • What the brand is trying to achieve
                                                                                                                                                      • What the consumer thinks
                                                                                                                                                        • Figure 28: Attitudes towards the Listerine brand, January 2009
                                                                                                                                                      • Brand qualities of oral hygiene brands
                                                                                                                                                        • Colgate sweeps the board, but Aquafresh as good for families
                                                                                                                                                          • Figure 29: Personalities of various oral hygiene brands, January 2009
                                                                                                                                                        • Experience of oral hygiene brands
                                                                                                                                                          • Colgate most popular, Pearl Drops lacks experience
                                                                                                                                                            • Figure 30: Consumer usage of various oral hygiene brands, January 2009
                                                                                                                                                          • Brand intentions for oral hygiene brands
                                                                                                                                                            • Colgate has best retention, but consideration of others is high
                                                                                                                                                              • Figure 31: Consideration of various oral hygiene brands, January 2009
                                                                                                                                                            • Brand momentum for oral hygiene brands
                                                                                                                                                              • Colgate moving furthest forward
                                                                                                                                                                • Figure 32: Momentum of various oral hygiene brands, January 2009
                                                                                                                                                              • Brand satisfaction for oral hygiene brands
                                                                                                                                                                • Colgate most excellent
                                                                                                                                                                  • Figure 33: Satisfaction with various oral hygiene brands, January 2009
                                                                                                                                                                • Brand commitment to oral hygiene brands
                                                                                                                                                                  • Colgate has highest commitment, but Pearl Drops disappointing
                                                                                                                                                                    • Figure 34: Commitment to various oral hygiene brands, January 2009
                                                                                                                                                                  • Round up
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Cutting back on adspend
                                                                                                                                                                        • Figure 35: Main monitored media advertising spend on oral hygiene, 2004-08
                                                                                                                                                                      • Switch to low-penetration categories
                                                                                                                                                                        • Figure 36: Change in main monitored media advertising spend on oral hygiene, by sub-category, 2004-07
                                                                                                                                                                      • Adspend by advertiser
                                                                                                                                                                        • Figure 37: Main monitored media advertising spend on oral hygiene, by advertiser, 2004-08
                                                                                                                                                                      • Marketing themes
                                                                                                                                                                        • Special offers
                                                                                                                                                                          • Targeting children
                                                                                                                                                                            • Hollywood smile/beauty/whitening
                                                                                                                                                                              • Gum health and hygiene
                                                                                                                                                                              • Channels to Market

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Distribution
                                                                                                                                                                                    • Figure 38: Retail distribution of oral hygiene, 2006-08
                                                                                                                                                                                  • Importance of merchandising
                                                                                                                                                                                    • Online grows in importance
                                                                                                                                                                                    • Consumer Usage and Frequency

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Greatest growth for gargles and mouthwashes
                                                                                                                                                                                          • Figure 39: Trends of oral hygiene use, 2006-08
                                                                                                                                                                                        • Power brush users not ready to let go of manual brushes just yet
                                                                                                                                                                                          • Toothpastes
                                                                                                                                                                                            • Mouthwashes
                                                                                                                                                                                              • Oral hygiene usage amongst teens and tweens
                                                                                                                                                                                                • Figure 40: Trends for oral hygiene amongst 11-14s, 2006-08
                                                                                                                                                                                              • Little difference between oral hygiene habits of children and adults
                                                                                                                                                                                                • Pester power fosters healthier approach to toothbrush replacement
                                                                                                                                                                                                  • Figure 41: Brand deciders for oral hygiene products amongst 7-19-year-olds, 2006-08
                                                                                                                                                                                              • Consumer Oral Health Concerns

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                    • Figure 42: Oral health concerns, November 2008
                                                                                                                                                                                                  • Cosmetic concerns
                                                                                                                                                                                                    • Figure 43: Oral health concerns, by those who are concerned by stained/yellowing teeth, November 2008
                                                                                                                                                                                                  • Sensitive generation
                                                                                                                                                                                                    • The fear of fillings
                                                                                                                                                                                                      • Figure 44: Visits to the dentist or hygienist, by those who are concerned by cavities/caries and by those who have at least one filling, November 2008
                                                                                                                                                                                                    • Breathing new life into the oral hygiene market
                                                                                                                                                                                                      • Oral health problems come with age
                                                                                                                                                                                                        • Figure 45: Difference in selected oral health concerns, by age, November 2008
                                                                                                                                                                                                      • Men are less concerned about their teeth
                                                                                                                                                                                                        • Figure 46: Difference in selected oral health concerns, by gender, November 2008
                                                                                                                                                                                                      • Repertoire – number of oral health concerns
                                                                                                                                                                                                        • Figure 47: Number of oral health concerns, November 2008
                                                                                                                                                                                                    • Consumer Influence on Choice of Dental Products

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                          • Figure 48: Influences on choice of dental products, November 2008
                                                                                                                                                                                                        • As recommended by your dentist
                                                                                                                                                                                                          • Figure 49: Influences on choice of dental products, November 2008
                                                                                                                                                                                                        • Women with children look for bargains
                                                                                                                                                                                                          • Under-25s attracted by new brand advertising
                                                                                                                                                                                                            • Number of influences on choice of dental products
                                                                                                                                                                                                              • Figure 50: Number of influences when choosing dental products, November 2008
                                                                                                                                                                                                          • Consumer Attitudes Towards Oral Health

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                • Figure 51: Influences on choice of dental products, November 2008
                                                                                                                                                                                                              • Oral hygiene habits could be better
                                                                                                                                                                                                                • Dental problems come with age
                                                                                                                                                                                                                  • Laissez-faire attitude amongst younger people
                                                                                                                                                                                                                    • Women care more than men over their teeth
                                                                                                                                                                                                                      • Further analysis
                                                                                                                                                                                                                        • Oral hygiene target groups
                                                                                                                                                                                                                          • Figure 52: Oral hygiene target groups, November 2008
                                                                                                                                                                                                                        • Profiles
                                                                                                                                                                                                                          • Fresh Breath Concerned
                                                                                                                                                                                                                            • Expert Care
                                                                                                                                                                                                                              • Neglecters and Minimal Care
                                                                                                                                                                                                                                • Conscientious Cleaners
                                                                                                                                                                                                                                    • Figure 53: Oral hygiene target groups, by influences on choice of dental products, November 2008
                                                                                                                                                                                                                                    • Figure 54: Oral hygiene target groups, by number of concerns about oral hygiene, November 2008
                                                                                                                                                                                                                                    • Figure 55: Oral hygiene target groups, by concerns about oral hygiene, November 2008
                                                                                                                                                                                                                                    • Figure 56: Oral hygiene target groups, by influences when choosing dental products, November 2008
                                                                                                                                                                                                                                    • Figure 57: Cross-tabulation of oral hygiene target groups, November 2008
                                                                                                                                                                                                                                • Appendix

                                                                                                                                                                                                                                  • Consumer research
                                                                                                                                                                                                                                    • ACORN
                                                                                                                                                                                                                                      • Advertising data
                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                            • Figure 58: Adults who wear dentures, by demographic sub-group, 2008
                                                                                                                                                                                                                                            • Figure 59: Denture wearers, by age and gender, 2007
                                                                                                                                                                                                                                            • Figure 60: Frequency of sweets consumption, 2005-07
                                                                                                                                                                                                                                            • Figure 61: Trends for frequency of cigarette consumption, 2006-08
                                                                                                                                                                                                                                            • Figure 62: Trends for frequency of chewing gum consumption, 2006-08
                                                                                                                                                                                                                                            • Figure 63: Trends for frequency of mint consumption, 2006-08
                                                                                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                                                                                            • Figure 64: Monitored main media spend on oral hygiene in England, by region, 2004-08
                                                                                                                                                                                                                                        • Appendix – Consumer Usage and Frequency

                                                                                                                                                                                                                                            • Toothbrushes
                                                                                                                                                                                                                                              • Figure 65: Frequency of toothbrush usage, by demographic sub-group, 2008
                                                                                                                                                                                                                                            • Toothpaste
                                                                                                                                                                                                                                              • Figure 66: Frequency of use of toothpaste, by demographic sub-group, 2008
                                                                                                                                                                                                                                            • Mouthwashes and gargles
                                                                                                                                                                                                                                              • Figure 67: Frequency of use of mouthwash and gargles, by demographic sub-group, 2008
                                                                                                                                                                                                                                          • Appendix – Consumer Oral Health Concerns

                                                                                                                                                                                                                                              • Figure 68: Oral health concerns, by demographic sub-group, November 2008
                                                                                                                                                                                                                                              • Figure 69: Oral health concerns, by demographic sub-group, November 2008
                                                                                                                                                                                                                                            • Further analysis
                                                                                                                                                                                                                                              • Repertoire – number of oral health concerns
                                                                                                                                                                                                                                                • Figure 70: Number of oral health concerns, by type of concerns, November 2008
                                                                                                                                                                                                                                                • Figure 71: Number of oral health concerns, by demographic sub-group, November 2008
                                                                                                                                                                                                                                            • Appendix – Influence on Choice of Dental Products

                                                                                                                                                                                                                                                • Figure 72: Influence on choice of dental products, by demographic sub-group, November 2008
                                                                                                                                                                                                                                              • Further analysis
                                                                                                                                                                                                                                                • Influences on choosing dental products
                                                                                                                                                                                                                                                  • Figure 73: Number of influences when choosing dental products, by type of influence, November 2008
                                                                                                                                                                                                                                                  • Figure 74: Number of influences when choosing dental products, by demographic sub-group, November 2008
                                                                                                                                                                                                                                              • Appendix – Attitudes Towards Oral Health

                                                                                                                                                                                                                                                  • Figure 75: Attitudes towards oral health, by demographic sub-group, November 2008
                                                                                                                                                                                                                                                  • Figure 76: Attitudes towards oral health, by demographic sub-group, November 2008
                                                                                                                                                                                                                                                • Further analysis
                                                                                                                                                                                                                                                  • Consumer typologies by demographics
                                                                                                                                                                                                                                                    • Figure 77: Oral hygiene target groups, by demographic sub-group, November 2008

                                                                                                                                                                                                                                                Oral Hygiene - UK - January 2009

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