2021
9
US Oral Care Market Report 2021
2021-06-02T04:02:05+01:00
OX1047215
3695
139104
[{"name":"Oral Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/toiletries\/oral-care"}]
Report
en_GB
“The oral care industry fosters innovative product formulas, marketing strategies and tech-based solutions. The market is resonating with consumers now more than ever before, with many adults saying they are…

US Oral Care Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Oral Care Consumer market including the behaviors, preferences, and habits of the consumer.

The oral care market remains steady as adults prioritize at-home routines. The COVID-19 pandemic caused many adults to spend more time within their homes and put added effort into simple, day-to-day rituals. Since last year, many adults report spending more time on their oral care routines, which has bolstered use of primary and secondary oral health products and US retail sales of the market as a whole. With greater investment from consumers, brands have the opportunity to innovate formulas and marketing strategies.

Read on to discover more about the US Oral Care consumer market, read our US Health Technology Trends Market Report 2021, or take a look at our other Health and Wellbeing Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and oral health products and dental services.
  • Oral health products sustain growth amidst pandemic times.
  • The self-care evolution continues for oral care products.
  • Brands must maintain a sense of value through innovation.

Covered in this report

Brands include: Unilever, Colgate-Palmolive, Wall Street Journal, GSK Consumer Healthcare, Dentsply-Sirona, TePe, Oral-B, Quip, Hello, Procter and Gamble, Johnson & Johnson, Listerine, Phillips, SenseIQ, Crest, Sensodyne, Tom’s of Maine, Parodontax, Aquafresh, Act Restoring, Target, Arc, Gleem, Hello, Amazon, Brüush, Hum, Quip, Rael.

Expert analysis from a specialist in the field

This report, written by Andrea Wroble, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The oral care industry fosters innovative product formulas, marketing strategies and tech-based solutions. The market is resonating with consumers now more than ever before, with many adults saying they are investing more time and products into their oral care routines. COVID-19 sparked a newfound comfort in at-home rituals, which further supports the perception of oral health as a component of self-care. Key players must rely on progressive product development to maintain momentum as routines normalize.

Andrea Wroble, Senior Research Analyst, Health and Wellness

 

Andrea Wroble
Senior Research Analyst, Health and Wellness

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of oral health products, at current prices, 2015-25
    • Impact of COVID-19 on oral health products and dental services
      • Figure 2: Short, medium and long term impact of COVID-19 on professional dental services and oral health products, July 2020
    • Opportunities and challenges
    • Oral care products sustain growth amidst pandemic
    • Self-care positioning opens door for oral beauty segment
    • Tech-based solutions will gain appeal through personalization and accessibility
      • Figure 3: Trial and interest in oral health innovations, March 2021
  3. The Market – Key Takeaways

    • Oral care market benefits from at-home routines
    • Most segments perform well; toothpaste continues to dominate the market
    • Consumers appreciate their day-to-day rituals
    • Tech-based oral care can take on a new positioning
  4. Market Size and Forecast

    • Historic and projected sales performance of oral health products
      • Figure 4: Total US retail sales and forecast of oral health products, at current prices, 2015-25
      • Figure 5: Total US retail sales and forecast of oral health products, at current prices, 2015-25
    • Impact of COVID-19 on oral health products and dental services
      • Figure 6: Short, medium and long term impact of COVID-19 on professional dental services and oral health products, July 2020
    • COVID-19: US context
  5. Segment Performance

    • Toothpaste leads US retail sales; mouthwash brings growth opportunity
      • Figure 7: Total US retail sales and forecast of oral health products, by segment, at current prices, 2015-25
    • Majority of oral care purchase come from “other” channel
      • Figure 8: Total US retail sales of oral health products, by channel, at current prices, 2015-20
  6. Market Factors

    • At-home routines bolster oral health occasions in the near term
    • Mouthwash segment sees short-term sales spike from germ reducing claims
    • Key players put sustainable dentistry into motion
  7. Market Opportunities

    • Tech-based oral care solutions garner consumer interest
    • Emerging oral beauty segment
    • Connect consistent routines to self-care
    • Digitally native brands will see success by locking in on key consumers
  8. Companies and Brands – Key Takeaways

    • Leading brands hold their top position in the market
    • Brands are connecting to holistic health
    • Lower-cost electric toothbrushes enter the market
  9. Market Share

    • P&G leads the pack; Colgate invests in trend-driven brands
      • Figure 9: Multi-outlet sales of oral health, by leading companies, rolling 52 weeks 2020 and 2021
    • Toothbrush sales benefit from adults upgrading at-home products
      • Figure 10: Multi-outlet sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Toothpaste brands offering added benefits outpace traditional players
      • Figure 11: Multi-outlet sales of toothpaste, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Mouthwash benefits from anti-bacterial claims during COVID-19
      • Figure 12: Multi-outlet sales of mouthwash, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Up-and-coming whitening products support segment growth
      • Figure 13: Multi-outlet sales of teeth whiteners, by leading companies and brands, rolling 52 weeks 2020 and 2021
  10. Competitive Strategies

    • Supporting mental wellbeing through consumer routines
      • Figure 14: Hello good morning and good night toothpaste collection, March 2021
    • Partner with key channels to strengthen purchasing
      • Figure 15: Tom’s of Maine Amazon page
    • Economizing tech-based oral care solutions
      • Figure 16: Brüush electric toothbrush, April 2021
      • Figure 17: Hum and Headspace partnership, March 2021
    • Colgate launches product line to target younger generations
      • Figure 18: Co. by Colgate, March 2021
  11. The Consumer – Key Takeaways

    • Usage increases for secondary oral care products
    • Professional dentist visits remain steady
    • Adults are investing time; brands can invest in product development
    • Changes to oral health routines
    • Connect oral care to holistic health
  12. Product Usage

    • Consumers stay consistent with the basics of oral care
      • Figure 19: Product usage, March 2021
    • Oral care priorities vary across age groups
      • Figure 20: Product usage, by age, March 2021
    • Parents are a natural target for natural oral care
      • Figure 21: Use of natural toothpaste, by parental status, March 2021
  13. Attitudes toward Visiting the Dentist

    • Consumers continue to prioritize professional dental care
      • Figure 22: Frequency of in-person dentist visits, March 2021
    • Personal health concerns inhibit dental visits, but oral health is top of mind
      • Figure 23: Attitudes toward returning to the dentist, March 2021
    • The challenge of building preventive habits with young consumers
      • Figure 24: Select attitudes toward returning to the dentist, by age, March 2021
  14. Oral Health Management

    • Adults lean on a mix of professional and at-home care for oral health
      • Figure 25: Oral health management, March 2021
  15. Changes to Oral Health Routines

    • Adults are investing more time in their oral care routines
      • Figure 26: Changes to oral care routines, March 2021
    • Hispanic adults are investing time and products in oral care
      • Figure 27: Increased time spent and number of products used during oral care routine, by Hispanic origin, March 2021
    • Parents are taking time to optimize their oral care routine
      • Figure 28: Changes to oral care routines, March 2021
  16. Trial and Interest in Oral Health Innovations

    • Oral health innovations garner strong interest from consumers
    • Consumers seek multi-functional ingredients that align with lifestyle needs
    • Bring convenience into at-home oral care routines
    • Tech-based innovations will win through personalization
      • Figure 29: Trial and interest in oral health innovations, March 2021
    • Young men are key target for ingredient and technology innovations
      • Figure 30: Trial and interest in oral health ingredient and technology innovations, by gender and age, March 2021
    • Young women are seeking added personalization
      • Figure 31: Trial and interest in oral health products formulated for personal health needs, by gender and age, March 2021
  17. Attitudes toward Oral Health

    • Holistic health opens the door for oral care innovation
      • Figure 32: Attitudes toward oral health, March 2021
    • Young women connect smile health with inner confidence
      • Figure 33: A healthy smile improves confidence, by gender and age, March 2021
    • Prevention and professional care gain traction as adults age
      • Figure 34: Select attitudes toward oral health, by age, March 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 35: Total US retail sales and forecast of oral health products, at inflation-adjusted prices, 2015-25
      • Figure 36: Average household spending on oral health products, 2015-20
      • Figure 37: Total US retail sales and forecast of oral pain relief products, at current prices, 2015-25
  20. Appendix – Companies and Brands

      • Figure 38: Multi-outlet sales of floss and dental accessories/tools, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 39: Multi-outlet sales of oral pain relief products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 40: Multi-outlet sales of denture products, by leading companies and brands, rolling 52 weeks 2020 and 2021

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

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

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch