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Toothbrushes - Europe - December 2010

Toothbrushes are the workhorses of the cosmetics market – everyday staples that consumers often view as boring necessities. This attitude has created a highly commoditised category characterised by a constant round of price cuts and multi buy offers for manual toothbrushes, and frequent special offers for their electric and disposable battery operated alternatives.

Manufacturers try to add excitement to the category with high tech brushes and innovative marketing, which have succeeded to some extent in holding up value sales in the ‘Big 5’ European markets.

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Table of contents

  1. Issues in the Market

      • Definition
      • Market in Brief

        • Good intentions will only translate to substantial growth with the right strategies
          • Electric toothbrushes have better prospects than manual versions
            • More specialised and higher-tech lines may stop the slide into banality
            • European Market Size and Forecast

              • Key points
                • Figure 1: Retail value sales of oral care, by country, 2006-14
                • Figure 2: Growth in retail value sales of oral care, by country, indexed (2006=100), 2006-14
                • Figure 3: Spend on oral care per capita, by country, 2006-14
            • Market Segmentation

              • Key points
                • Spend on oral care
                  • Figure 4: Retail value sales of oral care, % by sector, by country, 2009
                  • Figure 5: Spend on toothbrushes, per capita, by country, 2009
                • Oral care spend by sector
                  • France
                    • Figure 6: Retail value sales of oral care, by sector, France, 2009
                  • Germany
                    • Figure 7: Retail value sales of oral care, by sector, Germany, 2009
                  • Italy
                    • Figure 8: Retail value sales of oral care, by sector, Italy, 2009
                  • Norway
                    • Figure 9: Retail value sales of oral care, by sector, Norway, 2009
                  • Spain
                    • Figure 10: Retail value sales of oral care, by sector, Spain, 2009
                  • Sweden
                    • Figure 11: Retail value sales of oral care, by sector, Sweden, 2009
                  • UK
                    • Figure 12: Retail value sales of oral care, by sector, UK, 2009
                    • Figure 13: Retail value sales of toothbrushes, by type, UK, 2009
                • Companies and Product Innovation

                  • Key points
                    • Launch activity in toothbrushes
                      • Figure 14: New product launches in toothbrushes, % by global region, 2009
                      • Figure 15: New product launches in toothbrushes, % by European country, 2009
                      • Figure 16: New product launches in toothbrushes ,% own-label vs. branded, by country, , 2009
                    • France
                      • Competitive landscape
                        • Figure 17: New product launches in toothbrushes, % by product claim, France, 2006-10
                      • Most innovative products
                        • Inspired by implants
                          • Gender-specific
                            • A matter of timing
                              • For Kids
                                • Anti-bacterial
                                  • Germany
                                    • Competitive landscape
                                      • Figure 18: New product launches in toothbrushes, % by product claim, Germany, 2006-10
                                    • Most innovative products
                                      • Anti-bacterial
                                        • Stain remover
                                          • X marks the spot
                                            • Space invader
                                              • Professional touch
                                                • Italy
                                                  • Competitive landscape
                                                    • Figure 19: New product launches in toothbrushes, % by product claim, Italy, 2006-10
                                                  • Most innovative products
                                                    • Silver surfer
                                                      • All white now
                                                        • Easy to handle
                                                          • Massage for the mouth
                                                            • Back to black
                                                              • Spain
                                                                • Competitive landscape
                                                                    • Figure 20: New product launches in toothpaste, % by product claim, Spain, 2006-10
                                                                  • Most innovative products
                                                                    • Colour choices
                                                                      • Three heads are better than one
                                                                        • Softly softly
                                                                          • On the ball
                                                                            • Actively white
                                                                              • UK
                                                                                • Competitive landscape
                                                                                    • Figure 21: New product launches in mouthwash, % by product claim, UK, 2006-10
                                                                                  • Most innovative products
                                                                                    • Tongue twister
                                                                                      • Sonic power
                                                                                        • Soft target
                                                                                          • Baby steps
                                                                                            • Within reach
                                                                                            • The Consumer – Toothbrush Usage

                                                                                              • Key points
                                                                                                  • Figure 22: Trends in use of toothbrushes, France, Germany, GB and Spain, 2005-09
                                                                                                  • Figure 23: Use of toothbrushes, by type, France, Germany, GB and Spain, 2009
                                                                                                  • Figure 24: Type of toothbrush used, France, 2005-09
                                                                                                  • Figure 25: Type of toothbrush used, Germany, 2005-09
                                                                                                  • Figure 26: Type of toothbrush used, Spain, 2005-09
                                                                                                  • Figure 27: Type of toothbrush used, GB, 2006-09
                                                                                                  • Figure 28: No. of standard toothbrushes or toothbrush heads used, France, 2005-09
                                                                                                  • Figure 29: No. of standard toothbrushes or toothbrush heads used, Germany, 2005-09
                                                                                                  • Figure 30: No. of standard toothbrushes or toothbrush heads used, Spain, 2005-09
                                                                                                  • Figure 31: No. of standard toothbrushes or toothbrush heads used, GB, 2005-09
                                                                                              • The Consumer – Attitudes Towards Appearance

                                                                                                • Key points
                                                                                                  • France
                                                                                                    • Figure 32: Trends in attitudes towards appearance, France, 2005-09
                                                                                                  • Germany
                                                                                                    • Figure 33: Trends in attitudes towards appearance, Germany, 2005-09
                                                                                                  • Spain
                                                                                                    • Figure 34: Trends in attitudes towards appearance, Spain, 2005-09
                                                                                                  • GB
                                                                                                    • Figure 35: Agreement with selected lifestyle statements, GB, 2005-09
                                                                                                • Appendix – Consumer Toothbrush Usage

                                                                                                    • Figure 36: Frequency of use of standard toothbrushes or toothbrush heads, by demographics, France, 2009
                                                                                                    • Figure 37: Frequency of use of standard toothbrushes or toothbrush heads, by demographics, Germany, 2009
                                                                                                    • Figure 38: Frequency of use of standard toothbrushes or toothbrush heads, by demographics, Spain, 2009
                                                                                                    • Figure 39: Frequency of use of standard toothbrushes or toothbrush heads, by demographics, GB, 2009
                                                                                                    • Figure 40: Frequency of use of standard toothbrushes, by demographics, France, 2009
                                                                                                    • Figure 41: Frequency of use of standard toothbrushes, by demographics, Germany, 2009
                                                                                                    • Figure 42: Frequency of use of standard toothbrushes, by demographics, GB, 2009
                                                                                                    • Figure 43: Frequency of use of toothbrush heads, by demographics, France, 2009
                                                                                                    • Figure 44: Frequency of use of toothbrush heads, by demographics, Germany, 2009
                                                                                                    • Figure 45: Frequency of use of toothbrush heads, by demographics, GB, 2009
                                                                                                • Appendix – Attitudes Towards Appearance

                                                                                                    • Figure 46: Attitudes towards appearance, by demographics, France, Germany, GB and Spain, 2009

                                                                                                Companies Covered

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

                                                                                                Toothbrushes - Europe - December 2010

                                                                                                US $2,514.62 (Excl.Tax)