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Description

Description

"During the COVID-19 pandemic, job and income loss have caused consumers to limit discretionary spending. Certain aspects of personal care are less important during shelter-in-place and therefore deprioritized. Maintaining oral care is considered an essential of daily health and hygiene, supporting consistent product usage throughout the outbreak and beyond. Tapping into product attributes consumers value, such as expert guidance, naturally positioned ingredients and convenience claims, are still important, but brands must consider shifts in consumer routines following COVID-19 to maintain relevance."
– Andrea Wroble, Health and Wellness Analyst

Key issues covered in this Report

  • How the COVID-19 outbreak impacts consumer behaviors and the oral health products market as a whole
  • How the market will fare in the post-COVID-19 slowdown
  • Consumers’ oral health behaviors and usage of products
  • How consumer interest in oral health innovations will shift following COVID-19
  • Impact of business closures and job loss on professional oral health services

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US sales and fan chart forecast of oral health products, at current prices, 2014-24
            • Impact of COVID-19 on Oral Health
              • Figure 2: Short, medium and longer term impact of COVID-19 on oral health, May 2020
            • The issues
              • COVID-19 pressures dental care industry
                  • Figure 3: Influence of the dentist on teeth appearance and using oral care products, March 2020
                • Oral care routines are consistent and difficult to disrupt
                  • Figure 4: Attitudes toward oral health routine simplicity and being the same in the morning and night every day, March 2020
                • The opportunities
                  • Convenience and wellness will result in vast consumer reach
                    • Figure 5: TURF analysis – oral health product attitudes/drivers, March 2020
                  • What does a healthy smile mean?
                    • Figure 6: Attitudes toward oral health, by gender, March 2020
                  • What it means/what’s next
                  • Impact of COVID-19 on Oral Health

                      • Figure 7: Short, medium and longer term impact of COVID-19 on oral health, May 2020
                    • Opportunities and Threats
                      • Position at-home routines as self-care to maintain wellbeing
                        • Income loss and dental business closures will increase reliance on at-home oral care
                          • Figure 8: Frequency of dentist visits, March 2020
                        • DTC brands can fill the gap left by professional services
                          • The crisis will reinforce a focus on sustainable packaging
                            • Figure 9: Colgate-Palmolive Smile for Good toothpaste launch – UK, January 2020
                          • Natural brands must add value to compete with mainstream players
                            • Masking smiles around the world
                              • Figure 10: Hello toothpaste, #nojudgemint campaign, April 2020
                            • From on-the-go to at-home; the future of convenience claims
                              • Impact on the oral health products market
                                • Oral care category sales will persist; professional services may suffer
                                  • Figure 11: Total US retail sales and forecast of oral health products, at current prices, 2014-24
                                • How the COVID-19 crisis will affect oral health’s key consumer segments
                                  • Older adults crave professional interactions, but will rely on at-home routines
                                    • Figure 12: Visited the dentist in the last six months, by age, March 2020
                                  • Cost is a barrier to dentist visits for low-income adults; higher unemployment likely to compound the problem
                                    • Figure 13: Visited the dentist in the last six months, by household income, March 2020
                                    • Figure 14: Selected unemployment indicators, seasonally adjusted, by age, May 2019, April 2020, May 2020
                                    • Figure 15: Motivations to visit the dentist more often, by age, March 2020
                                  • How a COVID-19 recession will reshape the oral health industry
                                    • Personal care category has maintained slow growth since last recession
                                      • Figure 16: Consumer spending on personal care products, annual, 2000-19 and Q1 2020
                                    • Low product innovation and economizing attitudes stagnated oral care sales during previous recession; reliance on at-home routines will keep market stable
                                      • Figure 17: U.S. FDMx sales and forecast of oral care products, at current prices, 2005-15
                                    • Traditional distribution channels will continue to be challenged
                                      • Secondary products may be challenged without dentist guidance
                                        • Figure 18: Influence of the dentist recommendations, by adults who receive personalized product recommendations from dentist/hygienist, March 2020
                                      • COVID-19: US context
                                      • The Market – What You Need to Know

                                        • Steady market offers steady performance
                                          • Toothpaste segment holds market share
                                            • Limited need to browse in-store supports online purchasing
                                              • Convenience is key for oral care innovations
                                                • Positioning oral care as a moment of “me time”
                                                  • Preventive products will reach the growing aging population
                                                    • COVID-19 income loss and business closures impact dentist visits
                                                    • Market Size and Forecast

                                                      • Historic and projected sales performance of oral health products
                                                        • Figure 19: Total US sales and fan chart forecast of oral health products, at current prices, 2014-24
                                                        • Figure 20: Total US retail sales and forecast of oral health products, at current prices, 2014-24
                                                    • Market Breakdown

                                                      • Toothpaste continues to drive the oral health market forward
                                                        • Figure 21: Total US retail sales and forecast of oral health products, at current prices, 2014-19
                                                      • Online and mass channels dominate as the primary destinations
                                                        • Figure 22: Total US retail sales of oral health products, by channel, at current prices, 2017 and 2019
                                                    • Market Perspective

                                                      • Consumers are looking for more convenient oral care options
                                                        • Oral care market focuses on niche claim categories
                                                          • Figure 23: Oral hygiene, by leading claim categories, 2015-20
                                                          • Figure 24: Colgate-Palmolive Smile for Good toothpaste launch – UK, January 2020
                                                      • Market Factors

                                                        • Positioning preventive oral care to the aging population
                                                          • Figure 25: Population aged 18 or older, by age, 2014-24
                                                        • Social distancing lessens the importance of appearance
                                                        • Key Players – What You Need to Know

                                                          • Toothpaste with added health benefits
                                                            • Flossing segment benefits from growing aging population
                                                              • Colgate employs new strategy to boost sales
                                                                • Whitening products suffer from occasional use
                                                                  • Celebrating healthy smiles brings opportunity
                                                                    • Niche health focuses and sustainability will grow in oral health
                                                                    • Company and Brand Sales of Oral Health Products

                                                                      • Toothpaste and floss segments support category growth
                                                                        • Figure 26: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2019 and 2020
                                                                    • What’s Working

                                                                      • Toothpaste brands dive into functional health ingredients
                                                                        • Flossing segment gains momentum
                                                                          • Figure 27: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                      • What’s Struggling

                                                                        • Colgate takes on new trends to bolster MULO sales
                                                                          • Figure 28: Multi-outlet sales of toothpaste, by leading companies, rolling 52 weeks 2019 and 2020
                                                                        • Tom’s of Maine dips as Hello heats up
                                                                          • Figure 29: Multi-outlet sales of Hello and Tom’s of Maine toothpaste, rolling 52 weeks 2019 and 2020
                                                                        • Whitening segment is stunted by occasional use
                                                                          • Figure 30: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                          • Figure 31: Moon oral care stain prevention wipes, January 2020
                                                                      • What to Watch

                                                                        • Flossing segment is ripe for innovation
                                                                          • Figure 32: Frequency of using flossing products, by interest in select oral care product attributes, March 2020
                                                                          • Figure 33: Quip flossing tool, October 2019
                                                                        • More adults see oral care as a component of self-care than a chore
                                                                          • Redefining a healthy smile
                                                                            • Figure 34: Hello customers, September 2019
                                                                          • Sustainability claims increase in importance
                                                                            • Niche health focuses could build loyalty with consumer segments
                                                                              • Figure 35: Oral health concerns to improve or prevent, March 2020
                                                                          • The Consumer – What You Need to Know

                                                                            • Adults abide by the basics of oral care
                                                                              • Professional guidance influences use of oral care products
                                                                                • Leaning into the self-care occasion
                                                                                  • Oral health routines are rooted in prevention
                                                                                    • Functional needs are still essential
                                                                                      • Giving adults a reason to smile
                                                                                      • Product Usage and Frequency

                                                                                        • Multi-product oral health routines are universal
                                                                                          • Figure 36: Product usage, March 2020
                                                                                        • Majority of adults stick to the basics of oral care
                                                                                          • Figure 37: Product usage, by frequency, March 2020
                                                                                        • Natural toothpaste and whitening has vast reach with younger men
                                                                                          • Figure 38: Consistent usage of natural toothpaste and whitening kits/strips, by gender and age, March 2020
                                                                                        • Older adults consistently floss; young adults offer opportunity
                                                                                          • Figure 39: Consistent usage of string floss, by age, March 2020
                                                                                      • Influence of the Dentist

                                                                                        • Majority of consumers prioritize visiting the dentist
                                                                                          • Figure 40: Frequency of dentist visits, March 2020
                                                                                        • Who regularly visits the dentist?
                                                                                          • Older adults are focused on bettering oral care
                                                                                            • Figure 41: Visited the dentist in the last six months, by age, March 2020
                                                                                          • Employee-sponsored health insurance may provide discounted dental care
                                                                                            • Figure 42: Visited the dentist in the last six months, by employment status, March 2020
                                                                                          • High income lessens financial burden; cost is a barrier to low-income adults
                                                                                            • Figure 43: Visited the dentist in the last six months, by household income, March 2020
                                                                                          • Oral care confidence starts at the dentist office
                                                                                            • Figure 44: Influence of the dentist, March 2020
                                                                                          • Adults follow personalized recommendations
                                                                                              • Figure 45: Influence of the dentist recommendations, by adults who receive personalized product recommendations from dentist/hygienist, March 2020
                                                                                            • Lower price points would incentivize more frequent visits
                                                                                              • Figure 46: Motivations to visit the dentist more often, March 2020
                                                                                            • Added rewards and guidance motivate young consumers
                                                                                              • Figure 47: Motivations to visit the dentist more often, by age, March 2020
                                                                                          • Attitudes toward Oral Health Routines

                                                                                            • Oral care is considered a component of self-care
                                                                                              • Figure 48: Attitudes toward oral health routines, March 2020
                                                                                            • Parents value convenience
                                                                                              • Figure 49: Attitudes toward oral health routines, by parental status, March 2020
                                                                                            • Self-care occasion opens the door for oral care innovation
                                                                                              • Figure 50: Interest in select oral care product attributes, by agree oral care routine is a part of self-care, March 2020
                                                                                          • Oral Health Concerns

                                                                                            • Oral health routines are focused on prevention
                                                                                              • Figure 51: Oral health concerns to improve or prevent, March 2020
                                                                                            • Secondary oral care products find their place delivering on specific needs
                                                                                              • Figure 52: Consistent use of oral care products, by adults working to improve bad breath and tooth sensitivity, March 2020
                                                                                          • Interest in Oral Care Product Attributes

                                                                                            • Consumers are looking for innovative oral care
                                                                                              • Highlight convenience and multi-functional benefits
                                                                                                • Functional ingredients win over natural ingredients
                                                                                                  • Figure 53: Interest in oral care product attributes, March 2020
                                                                                                • Ingredient claims have more influence as a secondary focus
                                                                                                  • Convenience first, wellness second
                                                                                                    • Figure 54: TURF analysis – oral health product attitudes/drivers, March 2020
                                                                                                  • Once essential needs are met, tie in supplemental benefits
                                                                                                    • Figure 55: Hello toothpaste launch, white turmeric toothpaste
                                                                                                  • Young men seek products for in-the-moment use
                                                                                                    • Figure 56: Interest in select oral care product attributes, by gender and age, March 2020
                                                                                                  • Drive value through functional health ingredients for Hispanic adults
                                                                                                      • Figure 57: Interest in select oral care product attributes, by Hispanic origin, March 2020
                                                                                                  • Attitudes toward Oral Health

                                                                                                    • Smile appearance motivates oral hygiene efforts
                                                                                                      • Figure 58: Attitudes toward oral health, March 2020
                                                                                                    • Women are more connected to smile appearance
                                                                                                      • Figure 59: Attitudes toward oral health, by gender, March 2020
                                                                                                    • Healthy smiles from the inside out
                                                                                                      • Figure 60: Attitudes toward the impact of diet on oral health, by gender and age, March 2020
                                                                                                      • Figure 61: Tom’s of Maine prebiotic personal care line sponsored post partnership, March 2020
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Sales data
                                                                                                        • Fan chart forecast
                                                                                                          • Consumer survey data
                                                                                                            • Abbreviations and terms
                                                                                                              • Abbreviations
                                                                                                              • Appendix – The Market

                                                                                                                  • Figure 62: Total US sales and forecast of oral health products, at inflation-adjusted prices, 2014-24
                                                                                                                  • Figure 63: Total US retail sales of oral health products, by segment, at current prices, 2017 and 2019
                                                                                                                  • Figure 64: Total US retail sales and forecast of oral pain relief products, at current prices, 2014-19
                                                                                                                  • Figure 65: Total US retail sales of oral health products, by channel, at current prices, 2014-19
                                                                                                              • Appendix – Key Players

                                                                                                                  • Figure 66: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                                  • Figure 67: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                              • Appendix – The Consumer

                                                                                                                • Turf analysis
                                                                                                                  • Figure 68: Table - TURF analysis – oral health product attitudes/drivers, March 2020
                                                                                                                • Methodology

                                                                                                                About the report

                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                • The Consumer

                                                                                                                  What They Want. Why They Want It.

                                                                                                                • The Competitors

                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                • The Market

                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                • The Innovations

                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                • The Opportunities

                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                • The Trends

                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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