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Oral Health - US - June 2019

Covered in this report

For the purposes of this report, Mintel has defined the oral health (sometimes interchangeably referred to as oral care) market as follows:

  • Toothpaste
  • Manual and power toothbrushes
  • Mouthwash and rinse
  • Dental floss, dental accessories and dental tools
  • Bleaching/whitening kit and strips
  • Oral pain relief

"For many consumers, oral care is perceived as a daily health essential, offering a consistent usage occasion for key players to penetrate. More than half of consumers report using four to six oral care products during their routine, supporting the need for supplemental products to achieve and maintain oral hygiene. Innovation within the category – mostly observed within the toothpaste segment – has led to the success of smaller, niche brands capturing sales from mainstream alternatives."
- Andrea Wroble, Research Analyst

This Report will cover the following areas:

  • Frequent usage offers steady growth
  • Toothpaste segment carries the team
  • Convenience is king: at-home health offerings challenge professional services
  • The fluoride debate
  • Aging population may face dental insurance barriers
  • Teen tobacco use sparks oral health concerns

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
          • Figure 2: Total US retail sales and forecast of oral health products, by segment, at current prices, 2017-19
        • The issues
          • Small brands and private label cannibalize sales of mainstream counterparts
            • Figure 3: Multi-outlet sales of oral health products, by private label and other companies, rolling 52 weeks 2018 and 2019
          • Lack of product innovation feeds complacent consumer behavior
            • Figure 4: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
          • The opportunities
            • Shifting consumer desires necessitate natural products
              • Figure 5: Attitudes toward natural, March 2019
            • Convenience claims will bolster acceptance of new formats
              • Figure 6: Trial and interest of select oral health innovations, march 2019
            • What it means
            • The Market – What You Need to Know

              • Frequent usage offers steady growth
                • Toothpaste segment carries the team
                  • Convenience is king: at-home health offerings challenge professional services
                    • The fluoride debate
                      • Aging population may face dental insurance barriers
                        • Teen tobacco use sparks oral health concerns
                        • Market Size and Forecast

                          • Oral health market benefits from high usage
                            • Figure 7: Total US sales and fan chart forecast of oral health market, at current prices, 2014-24
                            • Figure 8: Total US retail sales and forecast of oral health products, at current prices, 2014-24
                        • Market Breakdown

                          • Toothpaste sales dominate; whitening continues to struggle
                            • Figure 9: Total US retail sales and forecast of oral health products, by segment, at current prices, 2014-24
                        • Market Perspective

                          • At-home health services may challenge traditional patient-to-physician relationships
                            • To fluoride or not to fluoride?
                              • Figure 10: Boka Instagram post, Ela mint toothpaste
                          • Market Factors

                            • Medicare offerings may impact aging population
                              • Figure 11: US population, by age, 2015, 2020, 2025
                              • Figure 12: Select oral health attitudes, by age, March 2019
                            • Increasing tobacco use among US youth poses problems for oral health
                            • Key Players – What You Need to Know

                              • Naturally positioned products ride success of ingredient trends in beauty
                                • Oral health brands establish ethical partnerships
                                  • Private label success continues
                                    • Whitening products offer lackluster performance
                                      • Design-forward oral care products for countertop display
                                        • Tech-infused toothbrushes may disrupt simplicity and convenience
                                          • Safe-to-swallow oral care formats add in-transit usage occasion
                                          • Company and Brand Sales of Oral Health

                                            • Procter & Gamble maintains market share with minimal growth
                                              • Figure 13: Multi-outlet sales of oral health products, by leading companies, rolling 52 weeks 2018 and 2019
                                          • What’s Working?

                                            • Naturally positioned products gain momentum
                                              • Figure 14: Multi-outlet sales of select natural toothpastes, by companies, rolling 52 weeks 2018 and 2019
                                              • Figure 15: Burt’s Bees Instagram post, new toothpaste products
                                              • Figure 16: Naturally positioned toothpaste products
                                            • Helping smiles around the world; oral care gives back
                                              • Private label bolsters growth across segments
                                                • Figure 17: Sensitive toothpaste products
                                              • Sensitivity claims resonate at point-of-purchase
                                                • Figure 18: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                            • What’s Struggling?

                                              • Whitening segment dulls category growth
                                                • Figure 19: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                • Figure 20: Active Wow activated coconut charcoal powder
                                              • Lack of innovation challenges the toothbrush segment
                                                • Figure 21: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                            • What’s Next?

                                              • Facelift for oral care products
                                                • Figure 22: Public Goods Instagram post, oral care line
                                              • Technology delivers more meaningful brushing but could add complexity
                                                • New formats expand usage occasions
                                                  • Figure 23: Swish to go – Zesty Lemon 3 in 1 Complete Oral Care
                                                  • Figure 24: Autobrush Instagram post
                                              • The Consumer – What You Need to Know

                                                • Multiproduct routines support consistent usage
                                                  • Majority of consumers visit the dentist and value professional advice
                                                    • Young consumers prioritize appearance; older focus on preventive care
                                                      • Natural oral care products resonate with younger demographic
                                                        • Oral care innovations could gain acceptance through use of social media platforms
                                                          • Parents of young children worry about product ingredients; parents of teenagers struggle with adherence
                                                          • Product Usage

                                                            • Multiproduct routines offers prevalent use
                                                              • Figure 25: Product use, March 2019
                                                              • Figure 26: Repertoire of product use, March 2019
                                                            • Appearance benefits captivate young consumers
                                                              • Figure 27: Toothpaste usage, by age, March 2019
                                                            • Electric toothbrushes generate buzz with high-income consumers
                                                              • Figure 28: Electric toothbrush usage, by age and household income, March 2019
                                                              • Figure 29: Quip Instagram post, Toothbrushes
                                                            • The dentist impact
                                                              • Figure 30: Visit the dentist regularly, by product usage, March 2019
                                                          • Oral Health Concerns

                                                            • Cavities are the leading oral health concern
                                                              • Figure 31: Oral health concerns (net), March 2019
                                                            • Social obligations influence oral health concerns in young adults
                                                              • Figure 32: Select oral health concerns (net), by age, March 2019
                                                              • Figure 33: Hello Instagram post, charcoal + natural dragon fruit toothpaste
                                                              • Figure 34: Concerned about teeth discoloration or bad breath, by product use, by age 18-34, March 2019
                                                            • Older consumers focus on fighting plaque
                                                              • Figure 35: Concerned about plaque, by product use, by age 55+, March 2019
                                                            • Visiting the dentist impacts oral health concerns
                                                              • Figure 36: Visit the dentist regularly, by oral health concern, March 2019
                                                            • Rural consumer’s health habits misalign with self-perceptions
                                                              • Figure 37: Select oral health concerns (net), by area, March 2019
                                                          • Oral Health Attitudes and Behaviors

                                                            • Visiting the dentist and daily brushing remain the baseline in oral care
                                                              • Figure 38: Oral health attitudes, March 2019
                                                            • Age influences approach to oral health
                                                              • Figure 39: Select oral health attitudes, by age, March 2019
                                                            • Parents are limited by lack of time
                                                              • Figure 40: Oral health attitudes, by parental status, March 2019
                                                          • Attitudes toward Natural Oral Care Products

                                                            • Positive perceptions of natural products; ingredient education could build acceptance
                                                              • Figure 41: Attitudes toward natural, March 2019
                                                            • Young consumers are most likely to choose natural products
                                                              • Figure 42: Crest whitening therapy toothpaste variations
                                                              • Figure 43: Select attitudes toward natural, by age, March 2019
                                                            • Hispanic consumers are willing to experiment, but expect results
                                                              • Figure 44: Select attitudes toward natural, by Hispanic origin, March 2019
                                                            • Social media provides opportunity to reach young consumers
                                                              • Figure 45: Attitudes toward natural, by daily usage of YouTube, Instagram and Snapchat, March 2019
                                                              • Figure 46: Frequency of social media visits of consumers aged 18-34, Spring 2018
                                                              • Figure 47: Select statements on social media use, by 18-34, Spring 2018
                                                          • Trial and Interest in Oral Health Innovations

                                                            • Oral health innovations are challenged by regimented routines
                                                              • Figure 48: Trial and interest in oral health innovations, March 2019
                                                            • Parents look for convenience with on-the-go oral care
                                                              • Figure 49: Trial/interest in portable oral health innovations (net), by parental status, March 2019
                                                            • Social media strategy could shift interest to trial in young adults
                                                              • Figure 50: Trial and interest in oral health innovations (net), by age 18-34, March 2019
                                                              • Figure 51: Trial and interest in natural oral care products and whitening light devices, by age 18-34, March 2019
                                                              • Figure 52: HiSmile Instagram post, celebrity endorsement
                                                          • Parental Attitudes toward Children’s Oral Care

                                                            • Parents instill good oral hygiene at an early age
                                                              • Figure 53: Parental attitudes toward children’s oral care, March 2019
                                                            • Child age impacts parental behaviors
                                                              • Figure 54: Parental attitudes toward children’s oral care, by child age, March 2019
                                                          • Appendix – Data Sources and Abbreviations

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

                                                                          • Figure 55: Total US sales and forecast of oral health products, at inflation-adjusted prices, 2014-24
                                                                          • Figure 56: Total US retail sales of oral health products, by segment, at current prices, 2017 and 2019
                                                                          • Figure 57: Total US retail sales of oral health products, by channel, at current prices, 2014-19
                                                                          • Figure 58: Total US retail sales of oral health products, by channel, at current prices, 2017 and 2019
                                                                      • Appendix – Key Players

                                                                          • Figure 59: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 60: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 61: Multi-outlet sales of oral pain relief, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Appendix – The Consumer

                                                                          • Figure 62: Manual and power toothbrush usage, April 2017-June 2018

                                                                      Oral Health - US - June 2019

                                                                      £3,435.47 (Excl.Tax)