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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Oral Care: Inc Impact of COVID-19 - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

While the category has shown value decline in recent years, consumer interest in new ingredients and formats can drive product repertoires. 38% of oral care users have not used but would be interested in using specialised day and night products, while 24% would be interested in oral care products with probiotics/prebiotics. As the category was in decline even before COVID-19, the pandemic is expected to have little impact. Consumers were streamlining their routines in 2019, buying brands on promotion and switching to own-label brands already – all behaviours that are expected to continue in the years ahead.

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Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 outbreak will have little overall impact on the value of the oral care category which was already in decline before the pandemic. While a recession will drive savvy shopping behaviours further in the short term, consumers were already streamlining their routines, buying on promotion or switching to own-label brands in 2019. However, health and hygiene has become a bigger priority during the pandemic, presenting opportunities for brands to position oral care as a holistic solution to health and wellness. Emilia Greenslade
Health Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Products covered in this Report
          • Excluded
            • COVID-19: Market context
            • Executive Summary

                • The market
                  • Category value declines as consumers streamline routines
                    • Figure 1: Best- and worst-case forecast of UK value sales of oral care products (prepared 17 July 2020), 2015-25
                  • Impact of COVID-19 on oral care
                    • Minimal impact on value in 2020
                      • Figure 2: Expected impact of COVID-19 on oral care, short, medium and long-term, 3 July 2020
                    • Dentist closures during lockdown will impact nation’s health
                      • Health and hygiene become bigger priorities
                        • Companies and brands
                          • Colgate dominates the toothpaste sector
                            • Figure 3: Retail value sales of toothpaste, by brand, April 2020
                          • Toothbrush brands see value decline
                            • Figure 4: Retail value sales of toothbrushes, by brand, April 2020
                          • Corsodyl fights off own-label competition in the mouthwash segment
                            • Figure 5: Retail value sales of mouthwash, by brand, April 2020
                          • Niche dental accessory brands have appeal
                            • Figure 6: Retail value sales of dental accessories, by brand, April 2020
                          • Own-label brands grow in denture products sector
                            • Figure 7: Retail value sales of denture products, by brand, April 2020
                          • The consumer
                            • Usage of electric toothbrushes catches up with manual versions in 2020
                              • Figure 8: Usage of toothbrushes in the last three months, May 2020
                            • Usage of mouthwash rises in 2020
                              • Figure 9: Usage of other oral care products in the last three months, May 2020
                            • High interest in eco-friendly formulas
                              • Figure 10: Interest in oral care product innovations, May 2020
                            • Natural ingredients in oral care products appeal
                              • Figure 11: Interest in oral care ingredients, May 2020
                            • Poor dental hygiene seen to have a big impact on appearance of teeth
                              • Figure 12: Ranking of factors negatively impacting the appearance of teeth, May 2020
                            • Oral care habits are more important than the quality of products used
                              • Figure 13: Ranking of habits which positively impact the appearance of teeth, May 2020
                            • In-store plays a critical role in the purchase journey
                              • Figure 14: Trial and purchase of oral care products, May 2020
                            • Price is the leading driver of oral care decisions
                              • Figure 15: Purchase drivers for oral care products, May 2020
                            • What we think
                            • The Impact of COVID-19 on Oral Care

                              • The market
                                • Oral care value will see little impact in 2020
                                  • Bricks-and-mortar retailers will continue to attract majority of sales
                                    • Lockdown snacking could worsen oral health
                                      • The consumer
                                        • Focus on at-home oral care could encourage spend
                                          • Align with the shift to healthy lifestyles
                                            • Provide a solution to rising stress and anxiety levels
                                              • Bring forward the science behind the data
                                                • Brands and companies
                                                  • Position oral care as self-care
                                                    • Brands step in as experts to offer online advice and check-ups
                                                    • Issues and Insights

                                                      • Align oral care with the interest in overall health following the COVID-19 outbreak
                                                        • The facts
                                                          • The implications
                                                            • Blurring the lines between oral care and beauty
                                                              • The facts
                                                                • The implications
                                                                  • Offer ingredient transparency to address safety concerns
                                                                    • The facts
                                                                      • The implications
                                                                      • The Market – What You Need to Know

                                                                        • Category value falls in 2019
                                                                          • Discounting drives decline in toothbrushes value
                                                                            • Dental accessories show growth
                                                                              • Online becomes more popular for oral care purchases
                                                                                • Consumers seek out fast-working whitening solutions
                                                                                  • The eco-trend presents opportunities
                                                                                  • Market Size and Forecast

                                                                                    • The oral care category sees little impact from COVID-19
                                                                                      • Figure 16: Expected impact of COVID-19 on oral care, short, medium and long-term, 3 July 2020
                                                                                    • Short-term
                                                                                      • Medium-term
                                                                                        • Long-term
                                                                                          • Category value declines in 2019
                                                                                            • Figure 17: UK retail value sales of oral care products, 2015-25
                                                                                          • COVID-19 presents minor disruptions to oral care
                                                                                            • Figure 18: Best- and worst-case forecast of UK value sales of oral care products, 2015-25
                                                                                          • Own-label will make its mark in a recession
                                                                                            • Figure 19: UK retail value sales of oral care, 2007-17
                                                                                        • Market Segmentation

                                                                                          • Discounts and special offers drive down value of toothbrushes/toothpaste
                                                                                            • Figure 20: UK retail value sales of oral care products, by segment, 2018-19
                                                                                          • Mouthwash needs to build relevance to grow
                                                                                            • Dental accessories show growth supported by niche brands
                                                                                            • Channels to Market

                                                                                              • Supermarkets remain the top outlet…
                                                                                                • Figure 21: UK retail value sales of oral care products, by outlet type, 2018-19
                                                                                              • …but purchase is shifting elsewhere
                                                                                              • Market Drivers

                                                                                                • The UK’s ageing population provides opportunities
                                                                                                  • Figure 22: Trends in the age structure of the UK population, 2014-24
                                                                                                • Children’s oral health worsens
                                                                                                  • Decline in smokers could shift interest from breath freshening
                                                                                                    • Figure 23: Proportion of UK population who were current smokers, 2011-18
                                                                                                  • Illegal teeth whitening reflects demand for quick-fix solutions
                                                                                                    • Sustainability concerns are growing
                                                                                                      • Figure 24: Change in eco-friendly BPC purchasing, November 2019
                                                                                                    • Healthy eating habits impact oral health…
                                                                                                      • Figure 25: How often people try to eat healthily, 2017-19
                                                                                                    • …but COVID-19 pandemic triggers snacking habits
                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                      • Sales dip for top toothbrush brands
                                                                                                        • Corsodyl benefits from preventative focus
                                                                                                          • NPD rises driven by the toothpaste segment
                                                                                                            • Blurring oral care with beauty
                                                                                                              • Sensodyne and Colgate align oral care with health and fitness routines
                                                                                                                • Colgate enjoys high levels of trust
                                                                                                                • Market Share

                                                                                                                  • Colgate dominates the toothpaste sector
                                                                                                                    • Figure 26: Retail value sales of toothpaste, by brand, years ending April 2019 and April 2020
                                                                                                                  • Sensodyne benefits from perceived expertise
                                                                                                                    • Brands face sharp decline in toothbrush sector
                                                                                                                      • Figure 27: Retail value sales of toothbrushes, by brand, years ending April 2019 and April 2020
                                                                                                                    • Corsodyl’s preventative approach appeals
                                                                                                                      • Figure 28: Retail value sales of mouthwash, by brand, years ending April 2019 and April 2020
                                                                                                                    • Niche dental accessory brands align with beauty and eco-trends
                                                                                                                      • Figure 29: Retail value sales of dental accessories, by brand, years ending April 2019 and April 2020
                                                                                                                    • Own-label brands fare well in denture products
                                                                                                                      • Figure 30: Retail value sales of denture products, by brand, years ending April 2019 and April 2020
                                                                                                                  • Launch Activity and Innovation

                                                                                                                    • Toothpaste sees clean and sustainable launches
                                                                                                                      • Figure 31: New product launches in the oral care market, by product segment, January 2017-May 2020
                                                                                                                      • Figure 32: Examples of environmentally-friendly toothpaste packaging launches, 2019 and 2020
                                                                                                                    • Electric toothbrushes become more sophisticated
                                                                                                                      • Figure 33: P&G’s Oral-B iO smart toothbrush, January 2020
                                                                                                                    • Brands tap into emotional wellbeing
                                                                                                                      • Figure 34: New product launches in the oral care market, by launch type, January 2017-May 2020
                                                                                                                      • Figure 35: Examples of new products promoting wellbeing in toothpaste segment, 2019
                                                                                                                    • Sensory experiences can capture interest
                                                                                                                      • Figure 36: Examples of product launches with sensorial elements, 2019
                                                                                                                    • Brands offer more specialised solutions
                                                                                                                      • Figure 37: New product launches in the oral care market, by top ultimate companies, 2019
                                                                                                                      • Figure 38: Examples of Colgate, Oral-B and Sensodyne specialised oral care launches, 2019 and 2020
                                                                                                                    • Corsodyl provides complete oral care solution
                                                                                                                      • Figure 39: Examples of Corsodyl complete protection oral care products, 2019
                                                                                                                    • Own-label toothpastes highlight efficacy
                                                                                                                      • Figure 40: Examples of own-label launches in oral care market, 2019 and 2020
                                                                                                                    • Oral care blurs with beauty
                                                                                                                      • Figure 41: Top 10 claims in the oral care market, 2018-19
                                                                                                                      • Figure 42: Examples of product launches in oral care market with a beauty positioning, 2020
                                                                                                                    • Potential for promoting glass/metal bottle for refillability
                                                                                                                      • Figure 43: Examples of environmentally-friendly packaging in mouthwash segment, 2019
                                                                                                                    • Eco-friendly down to the product level
                                                                                                                      • Figure 44: Environmentally-friendly product claims in the oral care market, 2019 and 2020
                                                                                                                    • The rise of natural ingredients in oral care
                                                                                                                      • Figure 45: Examples of oral care product innovations with natural claims, 2019 and 2020
                                                                                                                    • Capitalise on interest in probiotics and the oral microbiome
                                                                                                                      • Figure 46: Ecodenta probiotic toothpaste, 2020
                                                                                                                    • On-the-go claims may fall due to COVID-19 hygiene concerns
                                                                                                                      • Figure 47: Examples of oral care products launched with on the go/time/speed claims, 2019 and 2020
                                                                                                                    • Specialised day/night products offer areas for innovation
                                                                                                                      • Figure 48: Examples of oral care product innovation specialised for day/night time, 2019
                                                                                                                  • Advertising and Marketing Activity

                                                                                                                    • TV remains most popular advertising medium
                                                                                                                      • Figure 49: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by media type, 2017-19
                                                                                                                    • Brands step in as the experts following COVID-19
                                                                                                                      • Figure 50: Oral-B offers virtual dental check-ins via their Instagram account, 2020
                                                                                                                    • Toothpaste dominates oral care advertising
                                                                                                                      • Figure 51: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by product type, 2019
                                                                                                                      • Figure 52: GSK Sensodyne advertisement for pronamel toothpaste, 2019
                                                                                                                    • Mouthwash brands push for relevance
                                                                                                                      • Figure 53: Listerine ‘Complete the Clean’ TV advertisement, 2020
                                                                                                                    • P&G leads advertising spend
                                                                                                                      • Figure 54: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by top ultimate companies, 2019
                                                                                                                      • Figure 55: P&G Oral-B London pop-up event for the Genius X with Artificial Intelligence, 2019
                                                                                                                    • Colgate and Sensodyne target the health-focused
                                                                                                                      • Figure 56: Colgate Get Mouth-Fit advertising campaign, 2019
                                                                                                                    • Colgate sets out to empower
                                                                                                                      • Figure 57: Colgate #PoutFree x Richard Quinn at London Fashion Week campaign, 2020
                                                                                                                    • Nielsen Ad Intel coverage
                                                                                                                    • Brand Research

                                                                                                                        • Brand map
                                                                                                                          • Figure 58: Attitudes towards and usage of selected brands, June 2020
                                                                                                                        • Key brand metrics
                                                                                                                          • Figure 59: Key metrics for selected brands, June 2020
                                                                                                                        • Brand attitudes: Colgate offers good value
                                                                                                                          • Figure 60: Attitudes, by brand, June 2020
                                                                                                                        • Brand personality: Oral-B and Listerine perceived as accessible
                                                                                                                          • Figure 61: Brand personality – macro image, June 2020
                                                                                                                        • Corsodyl is seen as an expert brand
                                                                                                                          • Figure 62: Brand personality – micro image, June 2020
                                                                                                                        • Brand analysis
                                                                                                                          • Oral-B is considered worth paying more for
                                                                                                                            • Figure 63: User profile of Oral-B, June 2020
                                                                                                                          • Colgate enjoys highest levels of trust
                                                                                                                            • Figure 64: User profile of Colgate, June 2020
                                                                                                                          • Listerine is seen as effective
                                                                                                                            • Figure 65: User profile of Listerine, June 2020
                                                                                                                          • Corsodyl benefits from differentiation
                                                                                                                            • Figure 66: User profile of Corsodyl, June 2020
                                                                                                                          • TePe is a trusted brand
                                                                                                                            • Figure 67: User profile of TePe, June 2020
                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                          • Consumers pay attention to oral care during the pandemic
                                                                                                                            • The eco-trend is growing, down to product formula
                                                                                                                              • Opportunities for natural ingredients in oral care
                                                                                                                                • Oral care can tap into beauty trends
                                                                                                                                  • Reach out to consumers online and via social media
                                                                                                                                    • Keep focus on product quality in a recession
                                                                                                                                    • Impact of COVID-19 on the Oral Care Consumer

                                                                                                                                      • Consumers stockpiled essentials in the initial weeks
                                                                                                                                          • Figure 68: Extremely worried about exposure to COVID-19/coronavirus, 28 February-9 July 2020
                                                                                                                                        • Purchase of oral care sees temporary shift to online
                                                                                                                                            • Figure 69: Changes in shopping habits since the COVID-19 outbreak, 2-9 July 2020
                                                                                                                                          • Greater emphasis on oral health with limited access to dental care
                                                                                                                                            • Healthy habits become a bigger priority following COVID-19
                                                                                                                                                • Figure 70: Changes in priorities since the outbreak of COVID-19, 7-14 May 2020
                                                                                                                                              • Hygiene remains a top concern
                                                                                                                                                  • Figure 71: Behaviours relating to grocery shopping and product packaging, 18-24 June 2020
                                                                                                                                                • Consumers turn to products to promote mental wellbeing
                                                                                                                                                    • Figure 72: Reasons for doing certain beauty and personal care activities more often as a result of the COVID-19/coronavirus outbreak, May 2020
                                                                                                                                                  • Interest in own-label will rise in a recession
                                                                                                                                                      • Figure 73: Changes in financial situation since the outbreak of COVID-19, 2-9 July 2020
                                                                                                                                                  • Usage of Oral Care Products

                                                                                                                                                    • Electric toothbrushes catch up with manual versions in 2020
                                                                                                                                                      • Figure 74: Usage of toothbrushes in the last three months, 2018- 20
                                                                                                                                                    • Flossing risks being seen as non-essential
                                                                                                                                                      • Figure 75: Usage of other oral care products in the last three months, 2018-20
                                                                                                                                                    • Increase in usage of mouthwash in 2020
                                                                                                                                                      • Usage of whitening kits remains low despite interest in whitening
                                                                                                                                                        • Figure 76: CHRŌM glitter toothpolish Instagram post, 2020
                                                                                                                                                    • Interest in Oral Care Products

                                                                                                                                                      • Strong interest in eco-friendly formulas
                                                                                                                                                        • Figure 77: Interest in oral care product innovations, May 2020
                                                                                                                                                      • On-the-go innovation must focus on hygiene
                                                                                                                                                        • Diversify through specialised time-of-day products
                                                                                                                                                          • Sensorial elements can intrigue
                                                                                                                                                          • Interest in Ingredients in Oral Care Products

                                                                                                                                                            • Ingredient transparency appeals
                                                                                                                                                              • Figure 78: Interest in oral care ingredients, May 2020
                                                                                                                                                            • Natural whitening ingredients capture highest interest
                                                                                                                                                              • Figure 79: Interest in oral care ingredients, by age, May 2020
                                                                                                                                                            • COVID-19 will drive interest in immune health
                                                                                                                                                              • Tap into the niche but growing oral microbiome trend
                                                                                                                                                              • Factors and Habits Impacting Appearance of Teeth

                                                                                                                                                                • Smoking and poor dental hygiene are top concerns
                                                                                                                                                                  • Figure 80: Ranking of factors negatively impacting the appearance of teeth, May 2020
                                                                                                                                                                • Tooth staining and damage are equally concerning
                                                                                                                                                                  • Teeth stain concerns could grow with high rates of coffee drinkers
                                                                                                                                                                    • Life stage has an impact
                                                                                                                                                                      • Figure 81: Selected factors negatively impacting the appearance of teeth, by any rank, May 2019
                                                                                                                                                                    • Oral care habits outrank products used
                                                                                                                                                                      • Figure 82: Ranking of habits which positively impact the appearance of teeth, May 2020
                                                                                                                                                                    • Toothbrushes hold the greatest sway
                                                                                                                                                                      • Stepping away from basic routines with flossing
                                                                                                                                                                      • Trial and Purchase of Oral Care Products

                                                                                                                                                                        • In-store discovery is essential
                                                                                                                                                                          • Figure 83: Trial and purchase of oral care products, May 2020
                                                                                                                                                                        • Offer consumers more transparency on scientific claims
                                                                                                                                                                          • Figure 84: Trial and purchase of oral care products, May 2020
                                                                                                                                                                        • Authentic reviews appeal to 16-24s
                                                                                                                                                                          • COVID-19 shifts engagement online
                                                                                                                                                                          • Purchase Drivers for Oral Care Products

                                                                                                                                                                            • Price leads purchase drivers…
                                                                                                                                                                              • Figure 85: Purchase drivers for oral care products, May 2020
                                                                                                                                                                            • …but quality closely follows
                                                                                                                                                                              • Provide easy-to-use products for the over-55s…
                                                                                                                                                                                • …and easy access to dental advice
                                                                                                                                                                                  • Greater interest in healthy formulas following COVID-19
                                                                                                                                                                                    • Tap into price/product and eco-concerns
                                                                                                                                                                                      • Figure 86: Eco-friendly and ethical purchase drivers for oral care products, by age, May 2020
                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                        • Consumer research methodology

                                                                                                                                                                                        About the report

                                                                                                                                                                                        This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                        • The Consumer

                                                                                                                                                                                          What They Want. Why They Want It.

                                                                                                                                                                                        • The Competitors

                                                                                                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                        • The Market

                                                                                                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                        • The Innovations

                                                                                                                                                                                          New Ideas. New Products. New Potential.

                                                                                                                                                                                        • The Opportunities

                                                                                                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                        • The Trends

                                                                                                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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