The UK Oral Hygiene Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Oral Hygiene market in the UK from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Toothbrushes and Toothpaste are considered essential items and recession has not affected their consumption pattern. On the other hand, Mouthwash, Breath Fresheners, and Dental Floss are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads, and Toothpaste.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • The Oral Hygiene market in the UK is dominated by two categories, Toothbrushes &Replacement Heads and Toothpastes, which constitute three-quarters of the overall market by value.
  • Low consumption of Breath Fresheners and Denture Care in the UK indicates that few consumers use these products as part of their daily Oral Hygiene routine. As such, suppliers need to develop strategies targeting the large number of Non-users.
  • While consumption of Toothbrushes & Replacement Heads in the UK is high, 16% of Early Young Adults and 12% of Older Young Adults are Non-users. Suppliers should target these substantial groups of Non-users to increase consumption to levels recorded in older and younger age groups.

Key Highlights

  • Older Consumers account for nearly 30% of the Oral Hygiene market by value in the UK, a market share double that of the next largest age group, Mid-Lifers. This is a result of the large number of Older Consumers and their relatively high disposable income which indicates that consumers in older age groups are the most valuable for suppliers of Oral Hygiene products.
  • The UK Oral Hygiene market is slightly skewed towards women, who have a value market share of 53% despite accounting for 50% of the population.
  • While private label penetration is below 10% in Toothpaste and Denture Care, private labels account for 34% of the Dental Floss market. The success of private label Dental Floss products indicates that retailers could increase their market share in other Oral Hygiene product categories such as Toothbrushes & Replacement Heads and Breath Fresheners (non-confectionery), which also have relatively high private label market shares.