2023
9
UK Oral Care Market Report 2023
2023-07-04T04:02:50+01:00
OX1158215
2195
164676
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Report
en_GB
“As financial concerns heighten, consumers are looking for innovative at-home oral care treatments and expert validation for oral care products. Societal pressure for white and straight teeth has led to…

UK Oral Care Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Oral Care Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the UK oral care market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of the cost of living crisis on oral care habits.
  • Changes in oral care product usage in the last 12 months.
  • Launch activity and innovation in the oral care industry.
  • How parents are supporting their children’s oral health.
  • Attitudes towards naturality and sustainability in oral care.

UK Oral Care Market Outlook

Consumers are simplifying and reducing spend on their oral care routines due to increased price sensitivity. However, they are interested in preventative products due to reduced dental visits, presenting new opportunities for brands to boost product repertoires. Despite a shift towards low-cost products, well-established brands continue to dominate, with dentist-approved positioning appealing.

  • UK oral care market size: Mintel predicts that value growth will continue to slow and plateau, forecasted at £107.5 million in 2028.
  • UK oral care market share: Colgate is a leading brand in the oral care industry, accounting for 46% of value sales of toothpaste.

Find the total UK retail sales, product launches and forecasts for each segment in the oral care industry in the full report.

Opportunities and Trends in Oral Care Market

Consumers seek inside-out solutions

Vitamins and supplements are increasingly appealing to consumers as a preventive measure for oral care routines. There is an opportunity for brands in the UK oral care market to educate on the link between oral microbiome and dental health to boost interest in this kind of innovation.

  • UK oral care market opportunity: 32% of consumers are interested in using vitamins and supplements to support their oral care routine.

Tackle environmental concerns in the oral care industry

The majority of oral care users agree that brands should ensure that the ingredients in oral care products do not harm the environment. Meanwhile, there are also ongoing sustainability issues surrounding packaging and the materials used to make oral care tools. Brands have an opportunity to respond with packaging innovation and using upcycled ingredients for sustainable product formulations.

  • Oral care industry opportunity: 73% of adults agree that brands should do more to ensure that oral care ingredients do not harm the environment.

To learn how to connect with your audience, purchase our full UK Oral Care Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Leading Brands in the Oral Care Industry

Colgate, Sensodyne, Oral-B, Aquafresh, Corsodyl, Arm & Hammer, Euthymol, Listerine, Ultradex, Wisdom.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights from a BPC Analyst

This report, written by Shiyan Zering, a leading BPC industry analyst, delivers in-depth commentary and analysis to highlight current trends in the UK oral care market and add expert context to the numbers.

As financial concerns heighten, consumers are looking for innovative at-home oral care treatments and expert validation for oral care products. Societal pressure for white and straight teeth has led to a focus on cosmetic dentistry, but there is an opportunity for brands to diversify marketing campaigns and create a more inclusive standard. Consumers are also seeking ways to excite their oral care routines through colour and flavour, and brands can offer personalised solutions to address specific concerns and supplement basic routines.”


Shiyan Zering
BPC & OTC Analyst

Table of Contents

  1. Overview

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

    • The five year outlook for oral care
      • Figure 1: Category outlook for oral care, 2023-27
    • The market
    • Growth forecast to slow in oral care
      • Figure 2: Market size and forecast for oral care, 2017-27
    • Companies and brands
    • Toothpaste accounts for the highest portion of NPD
      • Figure 3: New product launches in the UK oral care category, by sub-category, 2020-23
    • Expertise and affordability appeal in the toothpaste segment
      • Figure 4: UK retail value sales of toothpaste, by brand, year ending March 2023
    • Specialist toothbrushes improve value sales
      • Figure 5: UK retail value sales of toothbrushes, by brand, year ending March 2023
    • Reinforce the value of mouthwash
      • Figure 6: UK retail value sales of mouthwash, by brand, year ending March 2023
    • Specialist positioning benefits brands in the accessory segment
      • Figure 7: UK retail value sales of dental accessories, by brand, year ending March 2023
    • Increased social activity influences denture wearers
      • Figure 8: UK retail value sales of denture products, by brand, year ending March 2023
    • The consumer
    • Convenience and cost prevails for manual
      • Figure 9: Usage of toothbrushes in the last 3 months, 2021-23
    • Reshape the narrative for toothpaste tablets
      • Figure 10: Usage of other oral care products in the last three months, 2023
    • Beautify protection claims
      • Figure 11: Oral care purchase drivers, 2023
    • Consumers seek inside-out solutions
      • Figure 12: Interest in oral care innovation, 2023
    • Address opposing behaviours in children’s oral health care
      • Figure 13: How parents support their children’s oral health, 2023
    • Tackle environmental concerns in oral care
      • Figure 14: Attitudes towards oral care, 2023
    • Address a misguided confidence in oral health abilities
      • Figure 15: Oral care behaviours, 2023
  3. Issues and Insights

    • Highlight the value of at-home solutions during the rising cost of living
    • Promote wellbeing first in beautified oral care routines
    • Excite the category through colour and flavour innovation
    • Personalise the category to drive future growth
  4. Market Size and Performance

    • Oral care spend is back to pre-pandemic levels
      • Figure 16: Market size for oral care, 2018-23
  5. Market Forecast

    • Maintain consistency with value and expertise
      • Figure 17: Category outlook for oral care, 2023-27
    • Savvy shopping behaviours pose a threat
      • Figure 18: Market forecast for oral care, 2022-27
      • Figure 19: UK retail value sales of oral care products, 2023-28
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • Consumers go back to basics
      • Figure 20: UK retail value sales of oral care products, by segment, 2021, 2022 and 2023
    • Mouthwashes struggle post-pandemic
    • Dental accessories continue to grow slowly
  7. Channels to Market

    • Discounters continue to benefit from savvy shoppers
      • Figure 21: UK retail value sales of oral care products, by outlet type, 2022 and 2023
    • Solidify shopper loyalty at H&B retailers through price
    • Online retailers benefit from price comparison abilities
  8. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 22: Household financial wellbeing index, 2016-23
    • …and most people are feeling the effects of price rises
    • Oral hygiene remains high in purchase priorities
      • Figure 23: Beauty and personal care items purchased in the last 12 months, 2022
    • Tap into the ageing population’s needs
      • Figure 24: Trends in the age structure of the UK population, 2016-26
    • Less than half of adults have seen an NHS dentist in the last year
      • Figure 25: Last dental appointment, by time of last appointment and service type, 2022, (% of respondents)
    • Address the children’s oral care epidemic
      • Figure 26: Parents’ concerns regarding their children’s health, 2022
    • Brands can help tackle water scarcity
    • Vaping trends could lead to future oral care issues
    • ‘Perfect’ teeth pressures are being challenged
  9. Market Share

    • Expertise and affordability take lead for toothpaste
      • Figure 27: UK retail value sales of toothpaste, by brand, 2022 and 2023
    • Specialist toothbrushes improve value sales
      • Figure 28: UK retail value sales of toothbrushes, by brand, 2022 and 2023
    • Reinforce the value of mouthwash
      • Figure 29: UK retail value sales of mouthwash, by brand, 2022 and 2023
    • Specialist positioning benefits brands in the accessory segment
      • Figure 30: UK retail value sales of dental accessories, by brand, 2022 and 2023
    • Increased social activity influences denture wearers
      • Figure 31: UK retail value sales of denture products, by brand, 2022 and 2023
  10. Launch Activity and Innovation

    • Toothpaste accounts for the highest portion of NPD
      • Figure 32: New product launches in the UK oral care category, by sub-category, 2020-23
    • Increase in dental ancillary launches
      • Figure 33: Examples of new product launches in the dental ancillaries segment, 2023
    • Toothbrush launches decline but NPD aligns with consumer demand
      • Figure 34: Examples of toothbrush launches, 2022-23
    • Mouthwash tablets gain momentum
      • Figure 35: Examples of new product launches in innovative formats, 2022
    • Brightening the beauty of oral care
      • Figure 36: Examples of beautifying/whitening oral care products, 2022
    • Go beyond repackaging to strengthen innovation
      • Figure 37: New product launches in the UK oral care category, by launch type, 2020-23
    • Companies prioritise ingredient innovation and natural solutions
      • Figure 38: New product launches in the UK oral care market, by Top 10 ultimate companies, 2022
      • Figure 39: Examples of oral care launches by leading players in NPD, 2022
    • Private label entered top 10
      • Figure 40: Examples of private label oral care launches, 2022-23
    • Eco-claims are increasing but have room to refresh
      • Figure 41: Top 10 claims in the UK oral care category (based on 2023), 2021-23
      • Figure 42: Examples of new product launches carrying environmentally friendly packaging claims, 2022
      • Figure 43: Example of a new product launch carrying environmentally friendly product claims, 2023
    • Anti-bacterial claims are spiking
    • Sensitive teeth claims rise
      • Figure 44: New product launches including for sensitive teeth/gum claims in the oral care category, 2021-23
      • Figure 45: Examples of new product launches carrying for sensitive teeth/gums claims, 2022-23
    • Purple toothpaste innovation entered mainstream
      • Figure 46: Example of a purple colour-correcting product launch, 2023
    • Innovative flavours create a playful element
      • Figure 47: Examples of new product launches with innovative flavours, 2022-23
    • Tooth gems embellish oral care category
      • Figure 48: Faculty tooth gem start kit, 2023
    • Children’s innovation focuses on age-appropriate and sustainable launches
      • Figure 49: Examples of new product launches carrying children claims, 2022
  11. Advertising and Marketing Activity

    • TV ad spend is highest
      • Figure 50: Total above-the-line, online display and direct mail advertising expenditure on oral care, 2020-23
    • Boost visibility on social media platforms
    • Spread ad spend more evenly
      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by product type, 2022
    • Procter & Gamble lead with expertise and care
      • Figure 52: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by top ultimate companies, 2022
    • Haleon increases ad spend
    • Aquafresh Shine Bright addresses children’s oral health crisis
    • Colgate sponsors Married At First Sight UK
    • Oral Health Foundation pioneers the Great British Brushathon
    • Superdrug marked World Oral Health Day through Beauty Bank donations
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 53: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 54: Key metrics for selected brands, 2023
    • Brand attitudes: Oral-B is well trusted
      • Figure 55: Attitudes, by brand, 2023
    • Brand personality: Wisdom is accessible
      • Figure 56: Brand personality – macro image, 2023
    • Hello and HiSmile are youthful
      • Figure 57: Brand personality – micro image, 2023
    • Brand analysis
    • Oral-B excels in expertise and trust
    • Corsodyl benefits from an effective image
    • Wisdom offers value for money
    • Hello has low awareness but is considered ethical
    • HiSmile has a fun, youthful perception
  13. Usage of Oral Care Products

    • Convenience and cost drives manual toothbrush usage
      • Figure 58: Usage of toothbrushes in the last 3 months, 2021-23
    • Electric toothbrush usage dips
      • Figure 59: Usage of toothbrushes in the last 3 months, 2021-23
    • Educate via apps to drive demand for interdental brushes
      • Figure 60: Usage of other oral care products in the last three months, 2021-23
      • Figure 61: Usage of other oral care products in the last three months, by electric and manual toothbrush users, 2023
    • Whitening strip usage remains steady…
    • …as does usage of tongue scrapers
    • Reshape the narrative for toothpaste tablets
    • Multifunctional products threaten repertoires
      • Figure 62: Repertoire of other oral care products used in the last 3 months, 2023
  14. Purchase Drivers for Oral Care Products

    • Beautify protection claims
      • Figure 63: Oral care purchase drivers, 2023
    • Younger consumers care more about appearance…
      • Figure 64: Oral care purchase drivers, by age, 2023
    • …while older consumers are keen on protection
    • Provide alternatives for chemical-free interest
    • Gum protection appeals to mouthwash users
      • Figure 65: Oral care purchase drivers, by mouthwash users, 2023
    • Boost microbiome awareness
      • Figure 66: Examples of new product launches carrying microbiome protection claims, 2022-23
  15. Interest in Oral Care Innovation

    • Consumers seek inside-out solutions
      • Figure 67: Interest in oral care innovation, 2023
    • Boost routines with functional add-ons
    • Improve long-term results through tech innovation
    • Target consumers through personalisation
    • Take inspiration from skincare …
    • …while incorporating adjacent wellness trends
    • Entice spend with an experimental approach
  16. How Parents Support Their Children’s Oral Health

    • Address opposing behaviours in children’s oral health care
      • Figure 68: How parents support their children’s oral health, 2023
      • Figure 69: Frost chocolate milk flossers, 2023
    • Assist parents’ efforts in protecting against sugar
      • Figure 70: Examples of product launches carrying sugar acid protection claims, 2022-23
    • Encourage dentist visits amongst all ages
      • Figure 71: How parents support their children’s oral health, by age of children in household, 2023
    • Age claims help parents navigate choices safely
      • Figure 72: Examples of age-appropriate new product launches carrying babies and children claims, 2022-23
    • Teach through tech and play
    • Electrify children’s brushing habits
  17. Attitudes towards Oral Care

    • Tackle environmental concerns in oral care
      • Figure 73: Attitudes towards oral care, 2023
      • Figure 74: Examples of new product launches carrying eco/ethical claims, 2022-23
    • Preventative care helps consumers reduce dentist costs
    • Consumers are seeking targeted solutions
    • Position natural products as effective alternatives
    • Spotlight expertise to drive demand for premium oral care
    • Promote the efficacy claims of at-home treatments
  18. Oral Care Behaviours

    • Address a misguided confidence in oral health abilities
      • Figure 75: Oral care behaviours, 2023
    • Dentist-approved products can offset reduced visits to the dentist
    • Life-stage oral care products
      • Figure 76: Oral care behaviours, by age, 2023
    • Eco-friendly is used less
    • Encourage manual toothbrush users to replace
      • Figure 77: Oral care behaviours, by toothbrush type used, 2023
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 78: Market forecast for oral care, 2021-27
    • Market drivers and assumptions
    • Forecast methodology

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