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Executive Summary
- Key issues covered in this Report
- Graph 1: oral care launches with premium or economy positioning, 2016-22
- Graph 2: interest and willingness to pay towards toothpaste with advanced technology, 2022
- Graph 3: oral care products purchase consideration, 2022
- Graph 4: interest and willingness to pay for at-home DIY teeth whitening treatment, 2022
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KEY TRENDS
- Functionality is leading the launches for high efficacy demands
- Graph 5: oral care launches by sub-category, 2016-22
- Premium oral care is viable under economic pressure
- Graph 6: oral care launches with premium or economy positioning, 2016-22
- Graph 7: attitudes towards value, 2022*
- Oral care products are starting to target more specific segments
- Graph 8: launches of oral care products containing claims for braces, 2017-23
- Graph 9: launches in oral care product for braces by selected claim category, 2017-23
- Graph 10: launches in oral care products by claim category, 2017-23
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WHAT CONSUMERS WANT AND WHY
- Premium toothpaste user
- Graph 11: dental concerns, 2022
- Graph 12: purchase consideration, 2022
- Graph 13: selected oral care behaviours, 2022
- Graph 14: toothpaste products that consumers are interested in and would pay more for, 2022
- Premium toothpaste intenders
- Graph 15: Thailand, dental concern, 2022
- Graph 16: factors of consideration, 2022
- Graph 17: oral care products that consumers have not used in the last six months but are interested in trying, 2022
- Graph 18: oral care products that consumers are interested in and would pay more for, 2022
- Consumers with braces
- Graph 19: oral care behaviours, 2022
- Graph 20: oral care product usage, 2022
- Graph 21: interest and willingness to pay more for oral care products, 2022
- Graph 22: toothpaste features that consumers are interested in and would pay more for, 2022
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APPENDIX
To stay relevant in a cluttered market, brands will need to look for premiumising opportunities and targeting specific consumer groups such as braces wearers.
Sirinar Puppachat, Beauty & Personal Care Analyst
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