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Oral Care - UK - July 2018

“In a sector where growth has ground to a halt, and is expected to remain flat for some time, oral care brands need to engage consumers more with their dental health and reduce reliance on special offers if they are to see value return. More standardised help and guidance in the category could encourage adults to meet daily recommendations around oral care, whilst initiatives to help parents care for their children’s dental health could instil healthy habits from a young age and foster brand loyalty.”
– Hera Crossan, Research Analyst

This report looks at the following areas:

  • Whitening looks to be a lasting trend
  • Category needs to promote standardised oral care recommendations
  • Continued discounting risks undermining true innovation

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Market growth to be sluggish
                • Figure 1: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
              • Companies and brands
                • Oral-B insulated from toothbrush market fall
                  • Figure 2: Retail value sales of toothbrushes, % share by brand, year ending May 2018
                • Colgate’s popularity could be denting its value growth
                  • Figure 3: Retail value sales of toothpastes, % share by brand, year ending May 2018
                • Mouthwash falls across the board
                  • Figure 4: Retail value sales of mouthwash, % share by brand, year ending May 2018
                • TePe stretches lead over Oral-B in ancillaries
                  • Figure 5: Retail value sales of dental ancillaries, % share by brand, year ending May 2018
                • Denture products yet to benefit from ageing population
                  • Figure 6: Retail value sales of denture products, % share by brand, year ending May 2018
                • Overall NPD activity rising
                  • Figure 7: New launches in the UK oral care market, by product segment, January 2015-May 2018
                • The consumer
                  • Consumers flow from manual to electric toothbrushes
                    • Figure 8: Usage of toothbrushes, May 2017 and May 2018
                  • Whitening kit usage trails interest in whitening
                    • Figure 9: Usage of other oral care products, May 2017 and May 2018
                  • Whitening kit frequency rises
                    • Figure 10: Frequency of oral care, May 2018
                  • Consumers show most interest in natural products
                    • Figure 11: Interest in oral care products and services, May 2018
                  • Under-35s seek better breath and whiter teeth
                    • Figure 12: Behaviours around oral care, May 2018
                  • Some claims hard to believe
                    • Figure 13: Attitudes towards oral care, May 2018
                  • Some parents lax on dental check-ups
                    • Figure 14: Parents’ behaviours around children’s oral care, May 2018
                  • Parents could benefit from more understanding around kids’ dental care
                    • Figure 15: Parents’ attitudes towards children’s oral care, May 2018
                  • What we think
                  • Issues and Insights

                    • Whitening looks to be a lasting trend
                      • The facts
                        • The implications
                          • Category needs to promote standardised oral care recommendations
                            • The facts
                              • The implications
                                • Continued discounting risks undermining true innovation
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Market size decreases
                                        • Sales slide across the board
                                          • Only online channel sees growth
                                            • Ageing population boom yet to come
                                              • Changes in tobacco and coffee consumption could impact sales
                                                • Sugar awareness rises
                                                • Market Size and Forecast

                                                  • Market size slips further into decline…
                                                    • Figure 16: UK retail value sales of oral care products, at current and constant prices, 2013-23
                                                  • …which is expected to continue to 2023
                                                    • Figure 17: Best- and worst-case forecast of UK value sales of oral care products, 2013-23
                                                  • Forecast methodology
                                                  • Market Segmentation

                                                    • Sales slide across the board
                                                      • Figure 18: UK retail value sales of oral care products, by segment, 2016 and 2017
                                                  • Channels to Market

                                                    • Only online channel sees growth
                                                      • Figure 19: Retail value sales of oral care products, by outlet type, 2016 and 2017
                                                  • Market Drivers

                                                    • Ageing population boom yet to come
                                                      • Figure 20: Trends in the age structure of the UK population, 2012-22
                                                    • Three in 10 adults unhappy with appearance of teeth
                                                      • Figure 21: Proportion of adults who indicate that they are unhappy/very unhappy with appearance of their teeth, by gender and age, November 2017
                                                    • Smoking rate continues to fall
                                                      • Figure 22: Proportion of current smokers and smokers who have quit, all persons aged 16 and over, 1976-2016
                                                    • Coffee consumption levels out
                                                      • Figure 23: Forecast of UK retail volume sales of coffee*, 2012-22
                                                    • Sugar awareness rises…
                                                      • …but stress could be keeping consumption high
                                                        • Access to NHS dental services continues to reduce
                                                        • Companies and Brands – What You Need to Know

                                                          • Oral-B, Colgate and Listerine see value fall
                                                            • Overall NPD activity rising
                                                              • Whitening claims increase
                                                                • Recorded advertising spend bounces back
                                                                  • Colgate the most recognised and used brand
                                                                  • Market Share

                                                                    • Oral-B insulated from toothbrush market fall
                                                                      • Figure 24: Retail value sales of toothbrushes, by brand, years ending May 2017 and 2018
                                                                    • Colgate’s popularity could be denting its value growth
                                                                      • Figure 25: Retail value sales of toothpaste, by brand, years ending May 2017 and 2018
                                                                    • Mouthwash falls across the board
                                                                      • Figure 26: Retail value sales of mouthwash, by brand, years ending May 2017 and 2018
                                                                    • TePe stretches lead over Oral-B in ancillaries
                                                                      • Figure 27: Retail value sales of dental accessories, by brand, years ending May 2017 and 2018
                                                                    • Denture products yet to benefit from ageing population
                                                                      • Figure 28: Retail value sales of denture products, by brand, years ending May 2017 and 2018
                                                                  • Launch Activity and Innovation

                                                                    • Overall NPD activity rising
                                                                      • Figure 29: New launches in the UK oral care market, by product segment, January 2015-May 2018
                                                                      • Figure 30: Examples of dental ancillary launches, 2017-18
                                                                    • NPD in mouthwashes continues to slide
                                                                      • Figure 31: UltraDEX One GO on-the-go mouthwash sachets, 2018
                                                                    • True innovation continues to slow
                                                                      • Figure 32: New launches in the UK oral care market, by launch type, January 2015-May 2018
                                                                      • Figure 33: Examples of relaunched or repackaged oral care products from leading brands, 2017
                                                                      • Figure 34: NPD in the UK oral care market, by top 10 ultimate companies and other, 2017
                                                                    • Whitening claims increase in prevalence
                                                                      • Figure 35: Top 10 claims in the UK oral care market (based on 2017), 2016 and 2017
                                                                      • Figure 36: Examples of whitening toothpaste/powder launches, 2017
                                                                  • Advertising and Marketing Activity

                                                                    • Recorded adspend bounces back
                                                                      • Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by product type, January 2015-May 2018
                                                                    • Colgate-Palmolive ups adspend to catch rivals
                                                                      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2016-May 2018
                                                                      • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by top 10 brands and other, 2017
                                                                    • TV increases its domination
                                                                      • Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by media type, January 2015-May 2018
                                                                      • Figure 41: Corsodyl ‘Journey’ TV advert, 2017
                                                                    • Oral-B links with image filtering trend
                                                                      • Figure 42: Oral-B White Luxe Perfection toothpaste advert, October 2017
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 43: Attitudes towards and usage of selected brands, April 2018
                                                                        • Key brand metrics
                                                                          • Figure 44: Key metrics for selected brands, April 2018
                                                                        • Brand attitudes: Colgate and Aquafresh most trusted
                                                                          • Figure 45: Attitudes, by brand, April 2018
                                                                        • Brand personality: DenTek and CB12 seen as boring
                                                                          • Figure 46: Brand personality – macro image, April 2018
                                                                        • Sensodyne perceived as an expert
                                                                          • Figure 47: Brand personality – micro image, April 2018
                                                                        • Brand analysis
                                                                          • Sensodyne resonates with women
                                                                            • Figure 48: User profile of Sensodyne, April 2018
                                                                          • Colgate the most recognised and used brand
                                                                            • Figure 49: User profile of Colgate, April 2018
                                                                          • Aquafresh skews younger than Colgate
                                                                            • Figure 50: User profile of Aquafresh, April 2018
                                                                          • CB12 attracts affluent younger demographic
                                                                            • Figure 51: User profile of CB12, April 2018
                                                                          • DenTek yet to make an impact
                                                                            • Figure 52: User profile of DenTek, April 2018
                                                                        • The Consumer – What You Need to Know

                                                                          • Consumers flow from manual to electric toothbrushes
                                                                            • Whitening kit usage trails interest in whitening
                                                                              • Core oral care routines still not following guidelines
                                                                                • Consumers show most interest in natural products
                                                                                  • Three in 10 interested in food and drink for oral care
                                                                                    • Under-35s seek better breath and whiter teeth
                                                                                      • Some claims hard to believe
                                                                                        • Parents could benefit from more understanding around kids’ dental care
                                                                                        • Usage of Oral Care Products

                                                                                          • Consumers flow from manual to electric toothbrushes
                                                                                            • Figure 53: Usage of toothbrushes, May 2017 and May 2018
                                                                                            • Figure 54: Repertoire of toothbrush usage, May 2018
                                                                                          • Mouthwash penetration remains flat
                                                                                            • Figure 55: Usage of other oral care products, May 2017 and May 2018
                                                                                          • Whitening kit usage trails interest in whitening
                                                                                            • Flossing sticks gain ground
                                                                                            • Frequency of Oral Care

                                                                                              • Whitening kit frequency rises
                                                                                                • Figure 56: Frequency of oral care, May 2018
                                                                                              • Core oral care routines still not following guidelines
                                                                                              • Interest in Oral Care Products and Services

                                                                                                • Consumers show most interest in natural products
                                                                                                    • Figure 57: Interest in oral care products and services, May 2018
                                                                                                  • Three in 10 interested in food and drink for oral care
                                                                                                    • Figure 58: Clear drink launches in Japan, 2018
                                                                                                  • Lower interest in subscription and apps
                                                                                                  • Behaviours around Oral Care

                                                                                                    • Under-35s seek better breath…
                                                                                                      • Figure 59: Behaviours around oral care, May 2018
                                                                                                    • …and whiter teeth
                                                                                                    • Attitudes towards Oral Care

                                                                                                      • Some claims hard to believe
                                                                                                        • Figure 60: Attitudes towards oral care, May 2018
                                                                                                      • Caring for the environment
                                                                                                      • Children’s Oral Care

                                                                                                        • Some parents lax on children’s dental check-ups
                                                                                                            • Figure 61: Parents’ behaviours around children’s oral care, May 2018
                                                                                                          • Adopting ‘healthier’ lifestyle choices for children’s dental health
                                                                                                            • Trust in children to brush properly
                                                                                                                • Figure 62: FunZone features in the Oral-B app, 2018
                                                                                                                • Figure 63: Parents’ attitudes towards children’s oral care, May 2018
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                    • Forecast methodology
                                                                                                                    • Appendix – The Market

                                                                                                                        • Figure 64: Best- and worst-case forecast of UK value sales of toothbrush and toothpaste products, 2013-23
                                                                                                                        • Figure 65: Best- and worst-case forecast of UK value sales of mouthwash products, 2013-23
                                                                                                                        • Figure 66: Best- and worst-case forecast of UK value sales of dental accessories and denture products, 2013-23
                                                                                                                    • Appendix – Companies and Brands

                                                                                                                        • Figure 67: New launches in the UK oral care market, branded versus own-label, January 2015-May 2018

                                                                                                                    Oral Care - UK - July 2018

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