Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Oral Care market, its consumers and the major players who make up that market.
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?
Using data from our Global New Product Database, what products were launched and how well were they perceived?
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by Hera Crossan, a leading analyst in the Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In a sector where growth has ground to a halt, and is expected to remain flat for some time, oral care brands need to engage consumers more with their dental health and reduce reliance on special offers if they are to see value return. More standardised help and guidance in the category could encourage adults to meet daily recommendations around oral care, whilst initiatives to help parents care for their children’s dental health could instil healthy habits from a young age and foster brand loyalty.
Personal Care Analyst
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report discusses the following key topics:
Products covered in this Report
This Report covers the UK consumer market for oral hygiene
products, including products in the following categories:
- Toothbrushes – standard manual, electric (rechargeable),
battery-powered (non-rechargeable), replacement toothbrush
heads, travel brushes and combined toothbrush/tongue scrapers
- Toothpaste – including pastes, gels, polish and powder formats
Mouthwash/rinse – primarily for the maintenance of dental and
oral hygiene, includes medicated and non-medicated
- Denture products – cleaners and fixatives and cleaners for
- Dental accessories/ancillaries – includes cosmetic whitening
products, eg gels, fresh breath dental chewing gum (eg Colgate
Whitening Dental Gum) with product licences for the treatment
and maintenance of oral hygiene, tongue scrapers, fresh breath
strips and other breath fresheners, dental floss/tape, interdental
sticks and brushes, disclosing tablets.
Products used solely by the dental profession or products
available only on prescription.
General-purpose antiseptic liquids, treatments for sore throats
and products for the treatment of oral lesions, sores and mouth
ulcers, such as gums, pastilles and teething gels are not included
in the market size data, but are discussed within the scope of the
What you need to know
Having peaked in 2016 at £1.08 billion, the size of the oral care
market has shifted into decline; value sales stood at £1.07 billion
in 2017, but are estimated to fall by 1% to £1.06 billion in 2018
as consumers continue to take advantage of discounting and
promotions on branded goods, as well as trade down to own-label
This may be a mature category, but consumers still illustrate
uncertainty when it comes to use of core oral care products for
themselves, or even for their children. This could be detrimental
for long-term dental care, placing increased pressure on health
services in coming years. However, brands are well placed to turn
this around by offering more standardised help and guidance in
the category, which could bring value growth back.