This report provides the results for the Oral Hygiene market in France from Canadeans unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Why was the report written?
Marketers in the Oral Hygiene market in France face a major challenge. Understanding
market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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?
In a market characterized by set personal care routines and ingrained habits typically lasting a life time a key to longer terms success is the need to attract new customers and encourage consumption frequency. In the future the ability to target the specific trends that encourage consumers to switch either brands or categories will be key for future success.
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 sales across 26 consumer groups providing through the data 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 survey-based 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.
- Consumer survey data for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste.
- Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
- Volume shares in 2011 for brands and private label sales tracked by the survey.
- Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
- Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
- Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the size of the prize when targeting these consumer trends in each category covered.
- Older Consumers have the largest share, by value, of the Oral Hygiene market (32.3%), whereas they represent just 29.3% of the population. This is due to Older consumers spending more to keep their own teeth for longer and trying to delay the necessity for dentures.
- Urban dwellers account for 80% of the Dental Floss market in France, while Rural dwellers contribute 20%. This ratio is not in line with the Urban:Rural ratio (67:33) and represents an uneven distribution in the market. This statistic also implies potential for growth in Rural areas.
- The use of Private Label products increases from 6.5% for the youngest consumer category of Kids & Babies to 21% for the oldest consumer category of Older Consumers. This shows an increasing importance being placed on Better Value for Money which is one of the main drivers behind the consumption of Private Label products. This is further supported by the fact that Better Value for Money is a key trend influencing consumption.