2022
9
UK Oral Care Market Report 2022
2022-06-16T04:04:56+01:00
OX1102963
2195
152161
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Report
en_GB
“The oral care market has risen in value for the first time since 2016 and consumers are taking a renewed interest in their oral health, seeing it as part of…

UK Oral Care Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Oral Care market report identifies consumer attitudes towards Oral Care and Oral Care products, the impact of inflation and future innovations in the Oral Care market in the UK. This report covers the Oral Care market size, market forecast, market segmentation and industry trends for the Oral Care market in the UK.

Current Market Landscape 

The UK oral care market, for the first time since 2016, has increased in value. This is reflective of consumers’ willingness to invest in their oral care routine as part of a broader investment in wellbeing. The UK oral care market will feel the impact of the rising cost of living less than other categories, since consumers are happy to invest in their oral health and, since oral care products are a nondiscretionary, typically low-cost products.

Nevertheless, emphasising value will become key during the approaching times of financial difficulty, as consumers may switch brands based on special offers or even trade down to lower-priced alternatives. Assuring consumers with expert, dentist-backed claims will encourage brand loyalty within the oral care industry.

 

Market Share and Key Industry Trends

The largest threat to the oral care market is the value decline in the denture segment. As the percentage of edentate adults in the UK continues to decrease as a result of long-term use of sophisticated oral care products and consumers taking a preventative approach to their oral health, less adults will be wearing dentures.

There has been a shift in the toothbrush oral care market share due to a considerable drop in the amount of adults opting to use a manual toothbrush and a rise in those opting for smart or electric toothbrush.

  • 71% of adults believe not looking after your teeth can negatively affect your general health.
  • 55% of adults have used mouthwash in the last 3 months.
  • 69% of UK adults purchase their oral products from a supermarket.
  • 85% of UK adults agree that it is important to brush your teeth twice a day.

 

Future Market Trends in UK Oral Care Market

Successful innovators in the oral care market will be brands that expand the definition of oral care, by blurring the lines between oral care, beauty and healthcare. This leaves opportunities for brands to offer products that cater to the consumers’ total wellbeing and promote a wider repertoire of products. Broader appeal products include tongue scrapers, teeth whitening and oral microbiome supplements. Future trends in the oral care market will see brands encouraging consumers to trade up and spend more on oral care products that mimic messaging and ingredients traditionally seen from beauty brands.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care Market Research.

Covered in this Report

Product Types: Toothbrushes, Mouthwashes, Denture Products, Dental accessories/ancillaries.

Brands: Colegate, Marvis, Spotlight Dental Care, Tesco (Pro-formula), Aldi (Dentitex), Sensodyne, Oral-B, Aquafresh, Corsodyl, Arm & Hammer, Pearl Drops, Euthymol, Reach, Firefly, Wisdom, Dentyl, Tepe, Dentemp, Plackers, Ultradex, Fixodent, Poligrip, Steradent, Dentu, Seabound, Superdent, Retainer Brite, Waken, Lidl, The Humble Co, Johnson & Johnson (Listerine), Unilever, Hello, Superdrug, Geoganics, Parla Pro, Luvbiotics.

Quickly Understand

  • The future impact of the rising cost of living crisis on the UK oral care market.
  • The value of individual segments of the oral care market.
  • Performance of oral care brands in 2021.
  • Launch activity and opportunities for innovation in oral care products.
  • Usage of toothbrushes and other oral care products.
  • The oral health priorities of consumers.

 

Expert Analysis from a Specialist in the Field

This report, written by Georgia Stafford, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The oral care market has risen in value for the first time since 2016 and consumers are taking a renewed interest in their oral health, seeing it as part of their general wellbeing. Although the cost of living crisis will encourage savvy shopping behaviours among some consumers, the infrequency of purchasing oral care products, as well as consumers’ loyalty to brands, will safeguard the market against the crisis. Nevertheless, there will be opportunities for brands to emphasise cost-effective products as well as prove the value of higher-priced products by showcasing expert claims and features.”

Georgia Stafford
BPC Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for oral care
      • Figure 1: Category outlook for oral care, 2022-27
    • The market
    • Brand loyalty will outweigh savvy shopping…
      • Figure 2: Market size and forecast for oral care, 2017-27
    • …but emphasising value will be key
    • Companies and brands
    • Own-label toothpaste loses out
      • Figure 3: UK retail value sales of toothpaste, by brand, year ending March 2022
    • Eco-claims benefit toothbrush brands
      • Figure 4: UK retail value sales of toothbrushes, by brand, year ending March 2022
    • Boost mouthwash sales by proving expertise
      • Figure 5: UK retail value sales of mouthwash, by brand, year ending March 2022
    • Differentiate dental accessories with specialised claims
      • Figure 6: UK retail value sales of dental accessories, by brand, year ending March 2022
    • Denture brands must diversify
      • Figure 7: UK retail value sales of denture products, by brand, year ending March 2022
    • The consumer
    • Consumers electrify their routines
      • Figure 8: Usage of toothbrushes in the last 3 months, 2020-22
    • Appeal to consumers with bundles
      • Figure 9: Usage of other oral care products in the last 3 months, 2020-22
    • Simplify online purchasing
      • Figure 10: Channels used to buy oral care products, 2021-22
    • Appeal to value-conscious consumers
      • Figure 11: Types of retailers used to buy oral care products, 2021-22
    • Long-term concerns can drive growth
      • Figure 12: Oral health priorities, 2022
    • Push dentist-backed claims further
      • Figure 13: Consumer attitudes towards oral health, 2022
    • Make dentist visits easier
      • Figure 14: Frequency of dentist visits, 2022
    • Fill the gap between dentist appointments
      • Figure 15: Influence of dentist advice on consumer behaviour, 2022
    • Offer at-home expertise
      • Figure 16: Consumer interest in smart electric toothbrush innovation, 2022
  3. Issues and Insights

    • Emphasise value to remain relevant as the cost of living rises
    • Filling the cavity left by dentist shortages
    • Oral care goes beyond oral health
    • Continue to appeal with eco-ethical innovation
  4. Market Size and Performance

    • Appeal to the holistic view of oral care
      • Figure 17: UK retail value sales of oral care products, 2017-21
    • Understand the legacy of COVID-19
  5. Market Forecast

    • The five-year outlook for oral care
      • Figure 18: Category outlook for oral care, 2022-27
    • Brand loyalty will outweigh savvy shopping…
      • Figure 19: Market forecast for oral care, 2017-27
      • Figure 20: UK retail value sales of oral care products, 2022-27
    • …but emphasising value will be key
    • Explore technology to encourage trading up
    • Go beyond oral health in oral care products
    • Learnings from the last income squeeze
      • Figure 21: UK retail value sales of oral care, 2007-17
    • Market drivers and assumptions
      • Figure 22: Key economic drivers, 2016-26
    • Forecast methodology
  6. Market Segmentation

    • Oral care habits pick up as lockdowns end
      • Figure 23: UK retail value sales of oral care products, by segment, 2020-21
    • Denture brands need to diversify
    • Encourage comprehensive oral regimens
    • Consumers invest more in their oral health
  7. Channels to Market

    • Discounters benefit from savvy shoppers
      • Figure 24: UK retail value sales of oral care products, by outlet type, 2020-21
    • Personalise the online purchase process
    • Boost Boots’ sales by emphasising value
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • GDP reached pre-pandemic levels in November 2021…
    • …but the post-COVID-19 bounceback will be followed by a period of slower growth
    • Employment has held up better than expected
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 25: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 26: Consumer concerns about household finances, 2021-22
    • Fill the cavity left by dentist shortages
      • Figure 27: Percentage of the UK population who have seen a dentist in the past 24 months, 2019-21
    • Appeal to an ageing population
      • Figure 28: Trends in the age structure of the UK population, 2015-25
    • Adopt a holistic view of health
    • Educate about fluoride
    • Meet eco and ethical expectations
      • Figure 29: Consideration of the environment in decision making, 2021
    • Avoid a prescriptive approach to beauty
      • Figure 30: Attitudes towards beauty and grooming routines, 2021
    • Expand the meaning of value beyond cost
      • Figure 31: Own-label beauty/grooming purchase behaviours, 2021
    • Acknowledge the impact of smoking rates
  9. Market Share

    • Overcome own-label’s no-frills reputation
      • Figure 32: UK retail value sales of toothpaste, by brand, 2021 and 2022
    • Extend environmental claims to drive toothbrush sales
      • Figure 33: UK retail value sales of toothbrushes, by brand, 2021 and 2022
    • Boost mouthwash sales by proving expertise
      • Figure 34: UK retail value sales of mouthwash, by brand, 2021 and 2022
    • Differentiate dental accessories with specialised claims
      • Figure 35: UK retail value sales of dental accessories, by brand, 2021 and 2022
    • Denture brands must diversify
      • Figure 36: UK retail value sales of denture products, by brand, 2021 and 2022
    • Simplify the purchase of denture products and dental accessories
  10. Launch Activity and Innovation

    • Blur beauty with oral care
      • Figure 37: New product launches in the UK oral care market, by product segment, 2019-22
      • Figure 38: Examples of teeth whitening pen launches, 2021
    • Reduce reliance on single-use plastics
      • Figure 39: Examples of toothbrush launches from Colgate with eco-claims, 2021
    • Easing restrictions inform product claims
      • Figure 40: Examples of toothpaste launches with natural and whitening claims, 2022
    • Broaden product repertoires with specific claims
      • Figure 41: New product launches in the UK oral care market, by launch type, 2019-22
      • Figure 42: Examples of dental floss launches with specialised claims, 2021 and 2022
    • Unique flavours can waken tired regimens
      • Figure 43: Examples of flavoured toothpaste launches, 2021 and 2022
    • Add value by repackaging
      • Figure 44: Fixodent, Original Denture Adhesive Cream (Procter & Gamble), 2022
    • Colgate leads product innovation
      • Figure 45: New product launches in the UK oral care market, by top 10 ultimate companies, 2021
      • Figure 46: Example of a product with natural ingredients, 2021
    • P&G and GSK lead with expertise
      • Figure 47: Examples of product launches with expert claims, 2022
    • Own-label offers value
      • Figure 48: Examples of own-label oral care product launches with eco-claims, 2021
    • Brands ramp up their environmental efforts
      • Figure 49: Top 10 claims made in the UK oral care market, 2020-21
      • Figure 50: Examples of toothpaste launches with recyclable tubes, 2021
      • Figure 51: Examples of toothpaste products launched by Haan, 2021
    • Explore alternative product formats
      • Figure 52: Examples of alternative formats with eco-claims, 2021-22
    • Approach oral care as healthcare
      • Figure 53: Examples of oral care product launches with probiotic claims, 2021-22
  11. Advertising and Marketing Activity

    • TV advertising dominates year on year
      • Figure 54: Total above-the-line, online display and direct mail advertising expenditure on oral care, 2019-22
    • Use social media to reach young consumers
    • Spread ad spend more evenly
      • Figure 55: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by product type, 2021
    • Authenticity will resonate
    • Go beyond functionality in advertising
      • Figure 56: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by top ultimate companies, 2021
    • Blur oral care with healthcare
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 57: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 58: Key metrics for selected brands, 2022
    • Brand attitudes: Colgate is highly trusted
      • Figure 59: Attitudes, by brand, 2022
    • Brand personality: Marvis is perceived as fun
      • Figure 60: Brand personality – macro image, 2022
    • Colgate is seen as expert
      • Figure 61: Brand personality – micro image, 2022
    • Brand analysis
    • Marvis lacks recognition
    • Dentitex is seen as basic, but effective
    • Colgate is trusted
    • Spotlight Oral Care is not seen as expert
    • Tesco Pro Formula offers value
  13. Usage of Oral Care Products

    • Consumers electrify their routines
      • Figure 62: Usage of toothbrushes in the last 3 months, 2020-22
    • Promote a combined approach
      • Figure 63: Repertoire of toothbrush usage in the last 3 months, 2020-22
    • Encourage manual users to shift gear
      • Figure 64: Usage of standard rechargeable toothbrushes, by age, 2022
    • Appeal to eco-conscious consumers
      • Figure 65: Usage of other oral care products in the last three months, 2020-22
    • Remove confusion with product bundles
  14. Retailers Used for Oral Care Products

    • Elevate the online purchase journey
      • Figure 66: Channels used to buy oral care products, 2021-22
    • Create more buzz around private-label innovation
      • Figure 67: Types of retailers used to buy oral care products, 2021-22
    • Deliver convenience with subscription services
  15. Oral Health Priorities

    • Long-term concerns can drive brand loyalty
      • Figure 68: Oral health priorities, 2022
    • Help consumers freshen up
    • Merge oral care with beauty…
      • Figure 69: Teeth whitening as a priority, by age, 2022
    • …but do not be prescriptive
    • Back up claims with proven results
    • Kill the bad bacteria and nurture the good
    • Improve ingredient education
  16. Attitudes towards Oral Health

    • Push dentist-backed claims further
      • Figure 70: Consumer attitudes towards oral health, 2022
    • Understand consumers’ holistic approach…
    • …and use themes of wellbeing
    • Reduce anxieties around whitening
    • Streamline the purchase process
    • Link oral health with general health
      • Figure 71: Attitudes towards oral health, by gender, 2022
  17. Influence of Dentists on Consumer Behaviour

    • Connect dentists with consumers
      • Figure 72: Frequency of dentist visits, 2022
    • Fill the gap between dentist appointments
      • Figure 73: Influence of dentist advice on consumer behaviour, 2022
    • Boost credibility with dentist-backed claims
      • Figure 74: Example of a product with dentist-developed claims, 2022
  18. Consumer Interest in Electric Toothbrush Innovation

    • Offer at-home expertise
      • Figure 75: Consumer interest in smart electric toothbrush innovation, 2022
    • Facilitate multi-step regimens
    • Educate children through games
      • Figure 76: Example of a product with gaming claims for children, 2020
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Market Size and Forecast

    • Market forecast and prediction intervals
      • Figure 77: Market forecast for oral care, 2021-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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*databooks not available with UK B2B Industry reports.

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