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Toothpaste and Mouthwash - Europe - December 2010

In contrast to the stagnant toothbrush market (see Mintel’s Toothbrushes – Europe, December 2010), toothpaste and mouthwash had a happier time in 2010. Mouthwash put on ground rapidly across Europe, while toothpaste too has its bright spots.

Mouthwash quite transcends its old image as a simple breath freshener, moving up to take a place as the fourth oral hygiene essential, partly thanks to advice to that effect from many health experts and authorities.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Market in Brief

          • Quasi-medicinal status and more specialisation characterise development
            • Mouthwash comes of age
              • Toothpaste’s great white hope
                • Cosmetic and natural concerns dominate product claims
                  • Increased usage could drive growth
                    • Health versus attractiveness
                      • Looking for growth
                        • Ideas for innovation
                        • European Market Size and Forecast

                          • Key points
                            • Figure 1: Retail value sales of oral care, by country, 2006-14
                            • Figure 2: Growth in retail value sales of oral care, by country, indexed (2006=100), 2006-14
                            • Figure 3: Spend on oral care per capita, by country, 2006-14
                        • Market Segmentation

                          • Key points
                            • Spend on oral care
                              • Figure 4: Retail value sales of oral care, % by sector, by country, 2009
                              • Figure 5: Spend on oral care per capita, by sector, by country, 2009
                            • Spending is linked to NPD
                              • Oral care spend by sector
                                • France
                                  • Figure 6: Retail value sales of oral care, by sector, France, 2009
                                • Germany
                                  • Figure 7: Retail value sales of oral care, by sector, Germany, 2009
                                • Italy
                                  • Figure 8: Retail value sales of oral care, by sector, Italy, 2009
                                • Norway
                                  • Figure 9: Retail value sales of oral care, by sector, Norway, 2009
                                • Spain
                                  • Figure 10: Retail value sales of oral care, by sector, Spain, 2009
                                • Sweden
                                  • Figure 11: Retail value sales of oral care, by sector, Sweden, 2009
                                • UK
                                  • Figure 12: Retail value sales of oral care, by sector, UK, 2009
                              • Companies and Product Innovation

                                • Key points
                                  • Launch activity in toothpaste and mouthwash
                                    • Figure 13: New product launches in toothpaste and mouthwash, % by global region, 2009
                                    • Figure 14: New product launches in toothpaste and mouthwash, % by European country, 2009
                                    • Figure 15: New product launches in oral care ,% own-label vs. branded, by country, 2009
                                    • Figure 16: New product launches in toothpaste, % by product claim, by country, 2009
                                    • Figure 17: New product launches in mouthwash, % by claim, by country, 2009
                                  • France
                                    • Competitive landscape
                                      • Figure 18: New product launches in toothpaste, % by product claim, France, 2006-10
                                      • Figure 19: New product launches in mouthwash, % by product claim, France, 2006-10
                                    • Most innovative products
                                      • Fighting age as well as decay
                                        • White lightning
                                          • Aloe aloe
                                            • Gum solution
                                              • Organic oral hygiene
                                                • Germany
                                                  • Competitive landscape
                                                    • Figure 20: New product launches in toothpaste, % by product claim, Germany, 2006-10
                                                    • Figure 21: New product launches in mouthwash, % by product claim, Germany, 2006-10
                                                  • Most innovative products
                                                    • Mind the cracks
                                                      • Breath of fresh air
                                                        • Natural for children
                                                          • Pearl power
                                                            • Tablet form
                                                              • Italy
                                                                • Competitive landscape
                                                                  • Figure 22: New product launches in toothpaste, % by product claim, Italy, 2006-10
                                                                  • Figure 23: New product launches in mouthwash, % by product claim, Italy, 2006-10
                                                                • Most innovative products
                                                                  • Save the children
                                                                    • Mind the gap
                                                                      • Instant whiteness
                                                                        • Concentrated freshness
                                                                          • Skincare ingredient
                                                                            • Spain
                                                                              • Competitive landscape
                                                                                  • Figure 24: New product launches in toothpaste, % by product claim, Spain, 2006-10
                                                                                  • Figure 25: New product launches in mouthwash, % by product claim, Spain, 2006-10
                                                                                • Most innovative products
                                                                                  • UK
                                                                                    • Competitive landscape
                                                                                      • Figure 26: New product launches in toothpaste, % by product claim, UK, 2006-10
                                                                                      • Figure 27: New product launches in mouthwash, % by product claim, UK, 2006-10
                                                                                    • Most innovative products
                                                                                    • The Consumer – Product Usage

                                                                                      • Key points
                                                                                        • Toothpaste
                                                                                          • Figure 28: Trends in use of toothpaste, France, Germany, GB and Spain, 2005-09
                                                                                        • Converting consumers to more frequent brushing
                                                                                            • Figure 29: Frequency of using toothpaste, France, Germany, GB and Spain, 2008-09
                                                                                          • Persuading consumers to upgrade
                                                                                              • Figure 30: Trends in type of toothpaste used most often, France, 2007-09
                                                                                              • Figure 31: Trends in type of toothpaste used most often, Germany, 2007-09
                                                                                              • Figure 32: Trends in type of toothpaste used most often, GB, 2007-09
                                                                                              • Figure 33: Trends in type of toothpaste used most often, Spain, 2008-09
                                                                                            • Mouthwash
                                                                                              • Figure 34: Use mouthwash/gargle, France, Germany, GB and Spain, 2006-09
                                                                                            • Frequency of using mouthwash
                                                                                                • Figure 35: Frequency of using mouthwash/gargle, France, Germany, GB and Spain, 2006-09
                                                                                            • The Consumer – Attitudes Towards Appearance

                                                                                              • Key points
                                                                                                  • Figure 36: Trends in attitudes towards appearance, France, 2005-09
                                                                                                  • Figure 37: Trends in attitudes towards appearance, Germany, 2005-09
                                                                                                  • Figure 38: Trends in attitudes towards appearance, Spain, 2005-09
                                                                                                  • Figure 39: Trends in attitudes towards appearance, GB, 2005-09
                                                                                              • Appendix – Consumer Product Usage

                                                                                                  • Toothpaste
                                                                                                    • Figure 40: Frequency of using toothpaste, by demographics, France, 2009
                                                                                                    • Figure 41: Frequency of using toothpaste, by demographics, Germany, 2009
                                                                                                    • Figure 42: Frequency of using toothpaste, by demographics, Spain, 2009
                                                                                                    • Figure 43: Frequency of using toothpaste, by demographics, GB, 2009
                                                                                                  • Mouthwash
                                                                                                    • Figure 44: Frequency of using mouthwash/gargle, by demographics, France, 2009
                                                                                                    • Figure 45: Frequency of using mouthwash/gargle, by demographics, Germany, 2009
                                                                                                    • Figure 46: Frequency of using mouthwash/gargle, by demographics, Spain, 2009
                                                                                                    • Figure 47: Frequency of using mouthwash/gargle, by demographics, GB, 2009
                                                                                                • Appendix – Consumer Attitudes Towards Appearance

                                                                                                    • Figure 48: Adults who say they spend a lot of money on toiletries and cosmetics for personal use, by demographics, France, Germany, GB and Spain, 2009
                                                                                                    • Figure 49: Interest in appearance and image, by demographics, France, Germany, GB and Spain, 2009
                                                                                                    • Figure 50: Attention to brand of toiletries, France, Germany, GB and Spain, 2009

                                                                                                Toothpaste and Mouthwash - Europe - December 2010

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