Description

Canadians appreciate the importance of oral hygiene's role in their overall health and are looking for multi-benefit products that support their oral care goals.

Meghan Ross, Senior Research Analyst – Home & Beauty

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
  2. Consumer Insights

    • Consumer fast facts
    • Oral care products used in the past 12 months
    • Graph 1: oral care products used in the past 12 months, 2023
    • Graph 2: size of oral care product repertoire, 2023
    • Graph 3: oral care products used in the past 12 months, men vs women, 2023
    • Graph 4: oral care products used in the past 12 months, by age, 2023
    • Graph 5: oral care product categories used in the past 12 months, by racial background, 2023
    • Graph 6: oral care product categories used in the past 12 months, by frequency of dentist visits, 2023
    • Graph 7: oral care product categories used in the past 12 months, by household income, 2023
    • Top oral care health concerns
    • Graph 8: top dental concerns (any top three mention), 2020 vs 2023
    • Graph 9: top three dental concerns, 2023
    • Graph 10: top three dental concerns, men vs women, 2023
    • Graph 11: top dental concerns (any top three mention), by age, 2023
    • Toothpaste purchase factors
    • Graph 12: toothpaste purchase factors, 2023
    • Graph 13: toothpaste purchase factors, by natural toothpaste users vs overall, 2023
    • Graph 14: toothpaste purchase factors, by age, 2023
    • Trial and interest in oral care innovations
    • Graph 15: interest and trial of oral care innovations, 2023
    • Graph 16: interest and trial of oral care innovations (any trial or interest net), 2023 vs 2020
    • Graph 17: interest and trial of oral care innovations (any trial or interest net), men vs women, 2023
    • Graph 18: interest and trial of smart toothbrush/oral care products connected to an app, by parental status, 2023
    • Dentist visit frequency
    • Graph 19: frequency of in-person dentist visits, by age, 2023
    • Graph 20: those never visiting the dentist, among new Canadians, 2023
    • Graph 21: frequency of in-person dentist visits, by household income, 2023
    • Graph 22: "I follow the recommended schedule of routine visits" (% agree), by oral care product repertoire size, 2023
    • Oral care attitudes
    • Graph 23: oral care health behaviours (% agree), 2023
    • Graph 24: oral care health support attitudes (% agree), by age, 2023
    • Graph 25: oral care health behaviours (% agree), men vs women, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
  4. The Market

    • Market drivers
    • Graph 26: Consumer Price Index, 2020-23
    • Graph 27: perceived financial health, 2023 vs previous years
    • Graph 28: dental insurance coverage, 2022
    • Graph 29: unemployment rate, 2018-23
    • Graph 30: population aged 0-14 and 65+, 1988-2068*
    • Graph 31: distribution of foreign-born population by region of birth, 1996-2036 (projected)
  5. Appendix

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