Oral Care - US - May 2013
“The oral care market can expect to see growth in the coming years due to consumers’ regular usage of these products along with a lack of competitive alternatives. However, this market does have some issues it will need to address. In some segments, private label offerings are slowly starting to grab market share from branded offerings; toothbrush sales have been stagnant for several years, and consumers have come to expect more from their oral care products. Market players will need to explore ways to refocus consumers’ attention on branded offerings, methods of reinvigorating toothbrush sales, and new product benefits that consumers will be willing to pay for.”
– Gabriela Mendieta, Home & Personal Care Analyst
Some questions answered in this report include:
- How can market players reinvigorate interest in branded offerings and reclaim their share?
- How can market players reinvigorate sales in the stagnant toothbrush category?
- What are some new areas of benefit exploration for companies and brands to pursue to deliver greater value to consumers?
The U.S. oral care market has grown modestly in the past few years, with the expectation that growth will continue into 2017. In 2012, the market achieved sales of $6.4 billion, posting a 10% increase during 2007-12. Consumers continue to use oral care products, most commonly toothpaste and toothbrushes, on a daily basis in order to maintain their oral health and hygiene.
The market also benefits from a lack of competitive alternatives.
However, though sales have continued to grow, this growth has been modest because consumers have developed an economizing mindset as a result of challenging economic circumstances. Shopping behaviors have changed and consumers display a preference for shopping at retailers that offer lower price points and deep discounts. Private label also has a strong presence in some product categories, offering consumers the same product benefits for a lower price. The products that have performed well in recent years are products such as toothpastes that offer consumers comprehensive care along with the integration of cosmetic benefits such as whitening. Consumers also display a strong interest in repairing the current state of their teeth and gums and further exploration and integration of this benefit could help accelerate growth in the coming years.
This report analyzes U.S. sales performance of oral care products in the past five years, the market forecast through 2017, and how consumers are shopping for products in this category. Personal oral care product usage, current oral health concerns, purchase factors, and interest in new product attributes and formats are also explored in this report.
The products covered in this report include:
- Mouthwash and rinses
- Manual and power toothbrushes (battery operated and electric)
- Dental floss, dental accessories, and dental tools
- Bleaching/whitening kits
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