Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Oral Health: Incl Impact of COVID-19 – Canada market, and the behaviours, preferences and habits of the consumer.
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Oral care’s position as a well-established, routine hygiene step is expected to shelter the category from any significant disruptions related to COVID-19. While professional dental visits will decline, Canadians will continue to focus on oral health at home and maintain their standard behaviours throughout the pandemic. A renewed focus on wellness and a more holistic approach to health may help Canadians become more accepting of new products and ingredients.
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Expert analysis from a specialist in the field
Written by Meghan Ross, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Oral care’s position as a hygiene staple will help shield it from many of the economic and availability threats experienced by other categories as a result of COVID-19. While many Canadians adopted a more casual personal care routine by reducing the frequency of washing their hair or opting to go makeup-free for example, oral care routines are expected to have remained relatively steady throughout the lockdown and beyond, since these hygiene practices are deeply engrained in the daily lives of Canadians 
Meghan Ross
Health Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
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Executive Summary
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- Top takeawaysÂ
- Market overviewÂ
- Figure 1: Total Canada value sales and forecast of the oral care market, at current prices, 2014-25
- Impact of COVID-19 on oral care
- Figure 2: Short-, medium- and longer-term impact of COVID-19 on oral care, July 2020
- Opportunities and Challenges Â
- Canadians are re-prioritizing their health and wellness
- Figure 3: Mintel Trend Driver: Wellbeing
- Products are expected to compensate for sub-par hygiene practices
- Figure 4: Regular dentist visits, by age, March 2020
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- Figure 5: Regular dentist visits, by annual household income, March 2020
- ‘Natural’ does not yet resonate for oral care
- Figure 6: Attitudes towards natural oral care products, March 2020
- South Asians are highly engaged in the oral care market
- Innovation acceptance will be driven by sustainability
- Figure 7: nosdesign Instagram post, March 2020
- Oral health concerns may shift as a result of the pandemic
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The Market – What You Need to Know
- The oral care market has been sheltered from major impacts of COVID-19
- Economic implications will shift the focus of oral care
- Oral care products remained accessible during lockdown
- Mask-wearing conventions may shift oral care priorities away from social focuses
- Aging Canadians have evolving dental needs
- The oral care market has been sheltered from major impacts of COVID-19
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Market Size and Forecast
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- Figure 8: Total Canada value sales and forecast of the oral care market, at current prices, 2014-25
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Market Factors
- COVID-19’s impact on the oral care market
- Economic implications will shift the focus of oral care
- Oral care products remained accessible during lockdown
- Mask-wearing conventions may shift oral care priorities away from social focuses
- Aging Canadians have evolving dental needs
- Figure 9: Population aged 0-14 and 65+, 1995-2035*
- COVID-19’s impact on the oral care market
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Key Players – What You Need to Know
- Oral hygiene is being incorporated into a more holistic view of health
- Sustainability is driving new format acceptance
- Less conventional ingredients are being explored
- Mainstream brands will need to prove their worth
- Technology and format updates are pushing the industry into the future
- Oral hygiene is being incorporated into a more holistic view of health
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What’s Working?
- Oral hygiene is being incorporated into a more holistic view of health
- Figure 10: Whatever you hear, you’ve got your smile., February 2020
- Sustainability is driving new format acceptance
- Figure 11: Colgate Floss Tip Bristles Bamboo Charcoal Soft Toothbrush (Canada), March 2020
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- Figure 12: nosdesign Instagram post, March 2020
- Figure 13: Quip Refillable Floss (US), July 2020
- Less conventional ingredients are being explored
- Figure 14: Colgate Zero Clear Gel Peppermint Anticavity Fluoride Toothpaste (Canada), April 2020
- Figure 15: Hello Products Instagram post, April 2020
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- Figure 16: Hyperbiotics Instagram post, May 2020
- Oral hygiene is being incorporated into a more holistic view of health
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What’s Struggling?
- Mainstream brands will need to prove their worth
- Figure 17: Equate Original Mint Flavour Antibacterial Mouthwash (Canada), October 2017
- Figure 18: Crest Scope Advanced Anticavity Fluoride Mouthwash (Canada), March 2019
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- Figure 19: Reach Anti-Plaque Arctic Mint Mouth Rinse (US), August 2019
- Mainstream brands will need to prove their worth
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What’s Next?
- Technology and format updates are pushing the industry into the future
- Traditional toothbrushes are receiving a makeover
- Figure 20: 360 Sonic Brush Instagram post, April 2019
- Electric toothbrushes are getting smarter
- Figure 21: Oral-B Guide, January 2020
- Technology and format updates are pushing the industry into the future
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The Consumer – What You Need to Know
- Dental hygiene practices of Canadians could use a makeover
- Routines are engrained and difficult to shift
- Canadians share similar oral health concerns
- There is a disconnect for Canadians when it comes to natural oral care products
- Dental hygiene practices of Canadians could use a makeover
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Behaviours and Attitudes Relating to Oral Hygiene
- Half of Canadians visit the dentist twice a year
- Figure 22: Oral hygiene habits, by regular dental visits, March 2020
- Cost is a growing barrier to professional dental services access
- Figure 23: Regular dentist visits, by age, March 2020
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- Figure 24: Regular dentist visits, by annual household income, March 2020
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- Figure 25: Crest Instagram post, March 2020
- Children appear to be a good influence on parental dental routines
- COVID-19 clinic closures will impact Canadian professional dental routines
- Regular flossing is only ‘regular’ for half of Canadians
- Figure 26: Regular flossing habit, men vs women, March 2020
- Oral care’s hygiene link will shelter the category from COVID-19’s personal care loosening of routines
- Figure 27: Crest Instagram post, June 2020
- Older Canadians are more inclined to floss
- Figure 28: Regular flossing habit, 18-44s vs over-45s, March 2020
- Regular mouthwash usage is less common than regular flossing
- Figure 29: Regular flossing habit, 18-44s vs over-45s, March 2020
- Brand is a significant driver for toothpaste purchases
- Half of Canadians visit the dentist twice a year
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Oral Health Concerns
- Cavities are the most common oral health concern
- Figure 30: Oral health concerns (any top three mentions), March 2020
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- Figure 31: Oral health concerns – select (any top three mentions), men vs women, March 2020
- Sensitivity concerns influence product choice and behaviours for some
- Figure 32: Sensitivity-related oral health routines, March 2020
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- Figure 33: Tooth sensitivity concern (any top three mention), by age, March 2020
- Social concerns are prominent
- Staining concerns and whitening product usage skews younger
- Figure 34: Teeth discolouration (any top three concern mention), by age, March 2020
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- Figure 35: Whitening Toner Oral Rinse (US), June 2020
- Mask-wearing may lessen some social concerns
- Figure 36: Bad breath (any top three concern mention), by age, March 2020
- Gingivitis concerns do not seem to align with age expectations
- Figure 37: Gingivitis (any top three concern mention), by age, March 2020
- Cavities are the most common oral health concern
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Natural Oral Care Products
- Use has been limited, but Canadians are open to trying natural products
- Figure 38: natural oral care product trial and interest, March 2020
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- Figure 39: Natural oral care product interest and trial, by age, March 2020
- Cost is seen as a barrier to natural products
- Figure 40: ‘Natural products are too expensive’ (% agree), by parental status, March 2020
- Canadians are not associating natural oral care with typical ‘natural’ messages
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- Figure 41: Attitudes towards natural oral care products, March 2020
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- Figure 42: Attitudes towards natural oral care products – not associating oral care with any listed attribute, by age, March 2020
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- Figure 43: Attitudes towards natural oral care products – not associating oral care with any listed attribute, by natural product usage, March 2020
- There is little perceived safety benefit to using natural oral care products
- Figure 44: ‘Natural products are safe’ (% agree), by age, March 2020
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- Figure 45: ‘Natural products are safe’ (% agree), by parental status, March 2020
- Natural oral care is not strongly associated with an environmental benefit
- Figure 46: ‘Natural products are eco-friendly’ (% agree), by age, March 2020
- Availability is an issue for users
- Spotlight on South Asian consumers
- Figure 47: Attitude towards natural oral care products, South Asians vs overall, March 2020
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- Figure 48: Hello Instagram post, May 2020
- Use has been limited, but Canadians are open to trying natural products
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Trial and Interest in Oral Hygiene Innovations
- Canadians are open to innovation, but will need to see the advantage to making a switch
- Not surprisingly, young men appear to be the pioneers of tooth-tech
- Figure 49: Interest and trial in technology-based oral care innovations, March 2020
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- Figure 50: trial of technology-based oral care innovations, men 18-24 vs overall, March 2020
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- Figure 51: Autobrush Instagram post, May 2020
- Tech-based products may be giving consumers a false sense of security
- Format innovation trial is lower than trial for technology-based products
- Figure 52: Interest and trial in oral care format innovations, March 2020
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- Figure 53: Colgate Calcium + Minerals Tooth Powder (India), December 2014
- Whitening toothpaste for sensitivity has broad appeal
- Figure 54: Interest and trial in oral care ingredient innovations, March 2020
- Innovative ingredients resonate most strongly with younger consumers
- Young men are the most adventurous when it comes to unconventional flavours
- Figure 55: The Green Beaver Company Star Anise Natural Toothpaste (Canada), March 2018
- Figure 56: Mint-lemon toothpaste (Canada), August 2018
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- Figure 57: Schmidt’s Coconut + Lime Tooth + Mouth Paste (US), April 2020
- Probiotics and gum detoxifying innovations must convey their cleaning power
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- Figure 58: Crest Instagram post, September 2018
- Canadians are open to innovation, but will need to see the advantage to making a switch
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Data sources
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