Oral Healthcare - UK - June 2013


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Mintel

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Appearance, health and hygiene remain the most important drivers in this category, with older people more focused on health and hygiene and younger people more focused on appearance. With the growth of the oldest and youngest demographics predicted, this offers opportunities for more tailored product offerings. Own-label remains competitive in this market; however, branded products should show the added benefits of better technology and innovation both to the dentist and the consumer.
Table of Content

Introduction
Definitions
Excluded
Methodology
Consumer research
Abbreviations

Executive Summary
The market
Figure 1: Best- and worst-case forecast of UK oral healthcare, 2007-17
Market factors
Companies, brands and innovation
Figure 2: Manufacturers’ shares of total oral healthcare category, year ending March 2013
Figure 3: NPD in the UK oral healthcare market, by product segment, 2008-12
Figure 4: Interest in new products, March 2013
The consumer
Figure 5: Attitudes towards oral healthcare, March 2013
What we think

Issues in the Market
Which age demographics are likely to contribute the most to growth?
What role does the dentist have in this market?
What have been some interesting innovations in 2012 and 2013?
How is own-label performing in this segment?
What is more important, appearance or hygiene benefits?

Trend Application
Trend: Help Me Help Myself
Trend: Mood to Order
Mintel Futures: Old Gold

Market Drivers
Key points
A rise in the number of patients seen by a dentist
Figure 6: Number of patients seen by dentists in England in previous 24 months, 2008/09-2011/12
Diet and stained teeth
Rise in the youngest and oldest demographics
Figure 7: Trends in the age structure of the UK population, 2007-17

Who’s Innovating?
Key points
Increased launch activity in the mouthwash sector
Figure 8: NPD in the UK oral healthcare market, by product segment, 2008-12
Own-label remains competitive
Figure 9: Percentage of branded vs. own-label launches, 2008-12
Figure 10: Tesco own-label toothbrush launch in 2012
Nothing new in NPD in 2012
Figure 11: NPD in the UK oral healthcare category, by launch type, 2008-12
Figure 12: New product launches and relaunches in 2012
A rise in children’s launches
Figure 13: Product line extensions launched in 2012 aimed at children
2012 saw a high proportion of vitamin/mineral-fortified launches
Figure 14: Growth index of top five claims in the UK oral healthcare market, 2008-12
Figure 15: Product launches with vitamin/mineral claims, 2012
GSK and Colgate-Palmolive lead innovation in 2012
Figure 16: Share of NPD in the UK oral healthcare market, by company, 2008-12

Market Size and Forecast
Key points
Historical market size maintained by toothbrush and toothpaste sales
Figure 17: UK retail value sales of oral healthcare, at current and constant prices, 2007-17
The future is in mouthwash and dentures
Figure 18: Best- and worst-case forecast of UK oral healthcare, 2007-17
Forecast methodology

Segment Performance
Key points
Rise in average price per unit is behind growth
Figure 19: UK retail value and volume sales of oral healthcare, by sector, 2011 and 2012

Market Share
Key points
Colgate, GSK and P&G take the lead
Figure 20: Manufacturers’ shares of total oral healthcare category, years ending March 2012 and March 2013
ASA investigation boosts P&G sales
Figure 21: Manufacturers’ shares of toothpaste, year ending March 2013
Electric toothbrushes boosting the category
Figure 22: Manufacturers’ shares of toothbrushes, year ending March 2013
Listerine leads in mouthwash
Figure 23: Manufacturers’ shares of mouthwash, year ending March 2013
Big brands lead in denture products
Figure 24: Manufacturers’ shares of denture products, year ending March 2013
Opportunity for brands in dental ancillaries
Figure 25: Manufacturers’ shares of dental ancillaries, year ending March 2013

Companies and Products
GlaxoSmithKline
Figure 26: Key global financials for GSK, 2011 and 2012
Figure 27: GSK’s product launches in the oral healthcare market, January 2012-March 2013
Colgate-Palmolive
Figure 28: Key global financials for Colgate-Palmolive, 2011 and 2012
Figure 29: Colgate-Palmolive’s product launches in the oral healthcare market, January 2012-March 2013
Procter & Gamble
Figure 30: Key global financials for Procter & Gamble, 2011 and 2012
Figure 31: P&G’s product launches in the oral healthcare market, January 2012-March 2013
Johnson & Johnson
Figure 32: Key global financials for Johnson & Johnson, 2010-12
Figure 33: Johnson & Johnson’s product launches in the oral healthcare market, January 2012-March 2013
Church & Dwight
Figure 34: Key global financials Church & Dwight, 2011 and 2012
Figure 35: Church & Dwight’s product launches in the oral healthcare market, January 2012-March 2013
Wisdom Toothbrushes
Figure 36: Key financials for Wisdom Toothbrushes Limited, 2011 and 2012
Figure 37: Wisdom Toothbrushes Ltd’s product launches in the oral healthcare market, January 2012-March 2013
Philips
Figure 38: Key global financials of Philips Group, 2010-12
Acdoco
Boots UK
Figure 39: Boots’ product launches in the oral healthcare market, January 2012-March 2013
Combe International
Henkel UK & Ireland
Purity Laboratories
Figure 40: Purity Laboratories product launches in the oral healthcare market, January 2012-March 2013
Periproducts
Figure 41: Periproducts product launches in the oral healthcare market, January 2012-March 2013

Brand Research
Brand map
Figure 42: Attitudes towards and usage of brands in the oral health sector, April 2013
Correspondence analysis
Brand attitudes
Figure 43: Attitudes, by oral health brand, April 2013
Brand personality
Figure 44: Oral health brand personality – macro image, April 2013
Figure 45: Oral health brand personality – micro image, April 2013
Brand experience
Figure 46: Oral health brand usage, April 2013
Figure 47: Satisfaction with various oral health brands, April 2013
Figure 48: Consideration of oral health brands, April 2013
Figure 49: Consumer perceptions of current oral health brand performance, April 2013
Figure 50: Oral health brand recommendation – Net Promoter Score, April 2013
Brand index
Figure 51: Oral health brand index, April 2013
Figure 52: Oral health brand index vs. recommendation, April 2013
Target group analysis
Figure 53: Target groups, April 2013
Figure 54: Oral health brand usage, by target groups, April 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists

Brand Communication and Promotion
Key points
Advertising spend is reflective of launch activity
Figure 55: Topline adspend and adspend: sales ratio in the UK oral healthcare category, 2009-12
Consumers increasingly sceptical of toothpaste adverts
Figure 56: Adspend in the UK oral healthcare category, by segment, 2012
Own-label does not feature in top spenders
Figure 57: Adspend in the UK oral healthcare category, by top advertisers, 2012
Professional endorsements key to brands in 2012
Figure 58: Advertising spend in the oral healthcare category, by top brands, 2009-12
Internet remains a cost-effective form of advertising
Figure 59: Adspend in the UK oral healthcare category, by media type, 2009-12

Channels to Market
Key points
Figure 60: UK value sales of oral hygiene products, by outlet type, 2011 and 2012

The Consumer – Usage and Frequency of Oral Healthcare Products
Key points
Electric toothbrushes are more popular with older people
Figure 61: Usage of oral healthcare products, March 2013
Multipurpose toothpaste has broader appeal
Women are more involved in their oral health regimes
Figure 62: Responsibility of purchase for oral health products, March 2013

The Consumer – Factors Influencing Purchase of Oral Healthcare Products
Key points
Oral health concerns can be used to guide claims
Figure 63: Selected factors influencing purchase of oral healthcare products, March 2013
Gender differences
Younger people are influenced by bad breath, cold sores and teething problems

The Consumer – Interest in New Oral Healthcare Products
Key points
Interest in new products
Figure 64: Interest in new products, March 2013
Age of difference
Women show a greater interest in products with added benefits
Young people are into hygiene

The Consumer – Attitudes Towards Oral Healthcare
Key points
Appearance is a key driver for the youth…
Figure 65: Attitudes towards oral healthcare, March 2013
…hygiene is more important to older adults
People worried about teeth staining are more interested in innovations
Parents worry about germs and ingredients

Consumer Typologies
Key points
Figure 66: Consumer typologies, March 2013
Oral Care Obsessed (38% or the equivalent of 1.6 million adults)
Who are they?
Back to Basics (32% or the equivalent of 1.3 million adults)
Who are they?
Experience Seekers (30% or the equivalent of 1.3 million adults)
Who are they?

Appendix – Market Size and Forecast
Figure 67: UK retail value sales of toothbrush and toothpaste segments, at current and constant prices, 2007-17
Figure 68: UK retail value sales of mouthwash segment, at current and constant prices, 2007-17
Figure 69: UK retail value sales of denture products/dental ancillaries, at current and constant prices, 2007-17
Figure 70: Best- and worst-case forecast of UK toothbrush and toothpaste segment, 2007-17
Figure 71: Best- and worst-case forecast of UK mouthwash segment, 2007-17
Figure 72: Best- and worst-case forecast of UK denture products/dental ancillaries segment, 2007-17

Appendix – Market Share
Figure 73: Manufacturers’ shares of toothpaste, years ending March 2012 and March 2013
Figure 74: Manufacturers’ shares of toothbrushes, years ending March 2012 and March 2013
Figure 75: Manufacturers’ shares of mouthwash, years ending March 2012 and March 2013
Figure 76: Manufacturers’ shares of denture products, years ending March 2012 and March 2013
Figure 77: Manufacturers’ shares of dental ancillaries, years ending March 2012 and March 2013

Appendix – Brand Research
Figure 78: Brand usage, April 2013
Figure 79: Brand commitment, April 2013
Figure 80: Brand momentum, April 2013
Figure 81: Brand diversity, April 2013
Figure 82: Brand satisfaction, April 2013
Figure 83: Brand recommendation, April 2013
Figure 84: Brand attitude, April 2013
Figure 85: Brand image – macro image, April 2013
Figure 86: Brand image – micro image, April 2013
Figure 87: Profile of target groups, by demographics, April 2013
Figure 88: Psychographic segmentation, by target groups, April 2013
Figure 89: Brand usage, by target groups, April 2013
Brand index
Figure 90: Brand index, April 2013

Appendix – The Consumer – Usage and Frequency of Oral Healthcare Products
Figure 91: Usage of oral healthcare products, March 2013
Figure 92: Usage of multipurpose toothpaste, by demographics, March 2013
Figure 93: Usage of whitening toothpaste, by demographics, March 2013
Figure 94: Usage of regular toothpaste, by demographics, March 2013
Figure 95: Usage of mouthwash, by demographics, March 2013
Figure 96: Usage of manual toothbrush, by demographics, March 2013
Figure 97: Usage of power toothbrush, by demographics, March 2013
Figure 98: Usage of regular dental floss, by demographics, March 2013
Figure 99: Usage of manual, disposable flosser, by demographics, March 2013
Figure 100: Usage of tongue scraper, by demographics, March 2013
Figure 101: Usage of oral healthcare products, by most popular factors influencing purchase, March 2013
Figure 102: Usage of oral healthcare products, by next most popular factors influencing purchase, March 2013
Figure 103: Usage of oral healthcare products, by other factors influencing purchase, March 2013
Figure 104: Responsibility for purchase of oral healthcare products, March 2013
Figure 105: Responsibility for purchase of oral healthcare products, by demographics, March 2013
Figure 106: Repertoire of oral healthcare products used once a week or more often in the last three months, March 2013
Figure 107: Repertoire of oral healthcare products used once a week or more often in the last three months, by demographics, March 2013

Appendix – The Consumer – Factors Influencing Purchase of Oral Healthcare Products
Figure 108: Factors influencing purchase, March 2013
Figure 109: Most popular factors influencing purchase, by demographics, March 2013
Figure 110: Next most popular factors influencing purchase, by demographics, March 2013
Figure 111: Other factors influencing purchase, by demographics, March 2013

Appendix – The Consumer – Interest in New Oral Healthcare Products
Figure 112: Interest in new products, March 2013
Figure 113: Interest in breath strips with whitening properties and tooth wipes for use on the go, by demographics, March 2013
Figure 114: Interest in disposable toothbrushes with ready-filled toothpaste and alternative toothpaste flavours other than mint, by demographics, March 2013
Figure 115: Interest in gum cream that helps to rejuvenate and rebuild receding gums and products with cold/flu-fighting ingredients, by demographics, March 2013
Figure 116: Interest in toothbrush sanitisers and disinfectant mouth sprays, by demographics, March 2013
Figure 117: Interest in oral health products with added vitamins/minerals and mouthwash/rinse with cooling properties for chest and throat, by demographics, March 2013
Figure 118: Interest in oral care products that change colour when you have brushed/flossed for the appropriate amount of time, by demographics, March 2013

Appendix – The Consumer – Attitudes Towards Oral Healthcare
Figure 119: Attitudes towards oral healthcare, March 2013
Figure 120: Agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I am concerned about the safety of ingredients used in oral care products’, by demographics, March 2013
Figure 121: Agreement with the statements ‘I don’t feel clean if I haven’t taken care of my teeth’ and ‘I worry about germs on my toothbrush’, by demographics, March 2013
Figure 122: Agreement with the statements ‘It’s important to visit the dentist every six months’ and ‘I don’t feel attractive if I haven’t taken care of my oral health’, by demographics, March 2013
Figure 123: Agreement with the statements ‘It’s important to me what other people think of my teeth’ and ‘A person’s teeth can enhance their overall appearance’, by demographics, March 2013
Figure 124: Agreement with the statements ‘I worry that the food I eat is staining my teeth’ and ‘All toothpastes do the same thing regardless of what they claim’, by demographics, March 2013
Figure 125: Agreement with the statements ‘Brushing/caring for my teeth is a routine I don’t think much about’ and ‘I prefer to use as few products in my oral health regime as possible’, by demographics, March 2013
Figure 126: Usage of oral healthcare products, by agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I am concerned about the safety of ingredients used in oral care products’, March 2013
Figure 127: Usage of oral healthcare products, by agreement with the statements ‘I don’t feel clean if I haven’t taken care of my teeth’ and ‘I worry about germs on my toothbrush’, March 2013
Figure 128: Usage of oral healthcare products, by agreement with the statements ‘It’s important to visit the dentist every six months’ and ‘I don’t feel attractive if I haven’t taken care of my oral health’, March 2013
Figure 129: Usage of oral healthcare products, by agreement with the statements ‘It’s important to me what other people think of my teeth’ and ‘A person’s teeth can enhance their overall appearance’, March 2013
Figure 130: Usage of oral healthcare products, by agreement with the statements ‘I worry that the food I eat is staining my teeth’ and ‘All toothpastes do the same thing regardless of what they claim’, March 2013
Figure 131: Usage of oral healthcare products, by agreement with the statements ‘Brushing/caring for my teeth is a routine I don’t think much about’ and ‘I prefer to use as few products in my oral health regime as possible’, March 2013

Appendix – Consumer Typologies
Figure 132: Target groups, by demographics, March 2013
Figure 133: Usage of oral healthcare products, by target groups, March 2013
Figure 134: Responsibility for purchase of oral healthcare products, by target groups, March 2013
Figure 135: Interest in new products, by target groups, March 2013
Figure 136: Repertoire of usage of oral healthcare products, by target groups, March 2013
Figure 137: Attitudes towards oral healthcare, by target groups, March 2013