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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2009 - 98 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Category snapshot: little growth, little innovation, and lots of private label
- Segment snapshots
- Private label takes a bite out of category sales
- The natural sector
- Insights and opportunities
- General attitudes towards oral care products
- The role of race
- MARKET SIZE AND FORECAST
- Key points
- Flat growth in the face of the recession…
- …with little change in the coming years
- Figure 1: U.S. FDMx sales and forecast of oral hygiene products, at current prices, 2003-13
- Figure 2: U.S. FDMx sales and forecast of oral hygiene products, at inflation-adjusted prices, 2003-13
- Walmart sales
- COMPETITIVE CONTEXT
- Gum, mints, and other breath fresheners
- Inter-category competition
- Access to dental care
- SEGMENT PERFORMANCE—THE ORAL HYGIENE MARKET
- Key points
- Mouthwash is in; whitening products are out
- Oral hygiene sales by segment
- Figure 3: U.S. FDMx sales and forecast of oral hygiene products, at current prices, by segment, 2003-13
- Figure 4: FDMx sales of oral hygiene products, by segment, 2008 and 2009
- SEGMENT PERFORMANCE—TOOTHPASTE
- Key points
- Private label squeezing the big brands
- Innovation and education is needed
- Toothpaste sales and forecast
- Figure 5: FDMx sales and forecast of toothpaste, 2003-13
- SEGMENT PERFORMANCE—MOUTHWASH/RINSE
- Key points
- Bright smiles in the mouthwash/rinse category
- A bubbly future—mouthwash sales and forecast
- Figure 6: FDMx sales and forecast of mouthwash/rinse, 2003-13
- SEGMENT PERFORMANCE—TOOTHBRUSHES
- Key points
- Falling prices and private label stunt growth
- Take a page from toothpaste
- Toothbrush sales and forecast
- Figure 7: FDMx sales and forecast of toothbrushes, 2003-13
- SEGMENT PERFORMANCE—FLOSS/ACCESSORIES/TOOLS
- Key points
- Postponing dental visits, innovation, and premium products drive sales
- Benefiting from the recession, and perhaps after—floss/accessory sales and forecast
- Figure 8: FDMx sales and forecast of floss/accessories/tools, 2003-13
- SEGMENT PERFORMANCE—BLEACHING/WHITENING PRODUCTS
- Key points
- A segment that’s lost its shine
- Reinventing the bleaching segment—sales and forecast
- Figure 9: FDMx sales and forecast of bleaching/whitening products, 2003-13
- RETAIL CHANNELS
- Key points
- Drug stores/mass merchants cash in on private label, appeal to premium shopper
- Retail channel sales of oral care products
- Figure 10: FDMx sales of oral hygiene products, by retail channel, 2007 and 2008
- RETAIL CHANNELS—SUPERMARKETS/FOOD STORES
- Key points
- Supermarkets challenged from all sides
- Selection and private label are the antidote
- Oral care sales at supermarkets/food stores
- Figure 11: U.S. sales of oral hygiene products at supermarkets/food stores, 2003-08
- UNDERSTANDING THE NATURAL CHANNEL
- Sales of natural products—FDMx vs. Natural
- Figure 12: Sales of select natural oral hygiene products at natural grocery stores and FDMx, 2006 and 2008
- Tom’s dominates at FDMx…
- Figure 13: U.S. sales of top natural brands in oral hygiene in FDMx, 2007 and 2008
- …and natural channels alike
- Figure 14: U.S. brand sales of oral hygiene at natural grocery stores, 2006 and 2008
- Understanding the appeal—a look at Tom’s of Maine consumers
- MARKET DRIVERS
- Key points
- Trading up and down during the recession
- Figure 15: Oral care cost-cutting measures, by age, March 2009
- Growth will come from Hispanics
- Figure 16: U.S. Hispanic population, by age, 2004-14
- A decline in households with children will hurt the category
- Figure 17: U.S. households, by presence of children, 1998-2008
- A dearth of innovation portends trouble for big brands
- Figure 18: New oral care product launches, 2003-08
- Figure 19: New oral care product introductions, by company, 2003-08
- Source: Mintel GNPD
- LEADING COMPANIES
- Key points
- Brand leaders tread water
- Private label grows at the expense of brand leaders
- Manufacturer sales of oral hygiene products
- Figure 20: Manufacturer FDMx sales of oral hygiene products in the U.S., 2008 and 2009
- BRAND SHARE—TOOTHPASTE
- Key points
- Multiple product claims are in
- Niche claims thrive
- Toothpaste brand share
- Figure 21: FDMx sales and brand share for toothpaste, 2008 and 2009
- BRAND SHARE—MOUTHWASH/RINSE
- Key points
- Listerine leads
- Special formulations are popular
- Mouthwash brand share
- Figure 22: FDMx sales and brand share of mouthwash/rinse, 2008 and 2009
- BRAND SHARE—TOOTHBRUSHES
- Key points
- P&G’s Oral-B keeps the company on top
- High-end features attract interest
- Toothpaste brand share
- Figure 23: FDMx sales and brand share of toothbrushes, 2008 and 2009
- BRAND SHARE—FLOSS/ACCESSORIES/TOOLS
- Key points
- Better oral care boosts premium products
- Floss/accessories/tools brand share
- Figure 24: FDMx sales and brand share of floss/accessories/tools, 2008 and 2009
- BRAND SHARE—BLEACHING/WHITENING PRODUCTS
- Key points
- A shrinking segment
- Bleaching/whitening brand share
- Figure 25: FDMx sales and brand share of bleaching/whitening products, 2008 and 2009
- BRAND QUALITIES
- Living life large with Listerine
- Figure 26: Usage of Listerine mouthwash brands, topline, October 2007-December 2008
- Colgate cares
- Crest and Oral-B get hip
- INNOVATION AND INNOVATORS
- Innovative toothbrushes from Colgate
- Innovation from P&G
- Crest
- Oral-B
- Church & Dwight launches new toothbrushes and toothpaste
- Other innovations and innovators
- ADVERTISING AND PROMOTION
- Adspend by top oral care companies and shift towards new strategies
- Figure 27: Top oral care advertisers, 2006 and 2007
- Colgate turns to the internet and mobile phones to build brand awareness and consumer loyalty
- Figure 28: Colgate Total Advanced Whitening television ad, 2008
- P&G employs traditional and non-traditional methods alike
- Crest
- Oral-B
- Figure 29: Oral-B Tooth and Gum Care television ad, 2008
- A look at Listerine
- Figure 30: Listerine Total Care television ad, 2009
- Other commercials
- Rembrandt 2 Hour White Kit
- Figure 31: Rembrandt 2 Hour White Kit television ad, 2009
- Sonicare
- Figure 32: Philips/Sonicare television ad, 2008
- Aquafresh Advanced
- Figure 33: Aquafresh Advanced television ad, 2009
- WHO’S USING WHAT?
- Key points
- Females make the purchase decision
- Figure 34: Purchase of oral care products, by gender, March 2009
- Females and younger respondents use more products
- Figure 35: Types of oral care products used, by gender, March 2009
- Figure 36: Types of oral care products used, by age, March 2009
- More people translates into usage of diverse products
- Figure 37: Types of oral products used, by number of people in household, March 2009
- TOOTHBRUSH USAGE AND BRANDS
- Key points
- More than eight in 10 use manual toothbrushes, one third use power
- Figure 38: Use of manual and power toothbrushes, 2003-08
- Popular manual toothbrushes
- Figure 39: Brands of manual toothbrushes used, October 2007-December 2008
- A three-way tie for power toothbrushes
- Figure 40: Brands of power toothbrushes used, October 2007-December 2008
- Income affects brand choice of power toothbrush
- Figure 41: Brands of power toothbrushes used, by HH income, October 2007-December 2008
- TOOTHPASTE: CAPITALIZING ON CONSUMER INTEREST IN BRANDS, FLAVORS AND FORMS
- Key points
- Paste is popular
- Figure 42: Forms of toothpaste used, October 2007-December 2008
- Colgate, Crest, and then everything else
- Figure 43: Brands of toothpaste used, October 2007-December 2008
- Whitening toothpaste is for under-45s
- Figure 44: Types of toothpaste used, by age, October 2007-December 2008
- Claims drive toothpaste purchase among 18-44 year olds
- Figure 45: Factors influencing toothpaste purchase, by age, March 2009
- Under-45s like to experiment with flavor
- Figure 46: Attitudes toward toothpaste types/flavors, by age, March 2009
- Figure 47: Interest in toothpaste flavors, by age, March 2009
- MOTIVATING MOUTHWASH PURCHASE AND USAGE
- Key points
- Germs, bad breath, and gum disease drive purchase habits
- Figure 48: Factors influencing mouthwash purchase, by age, March 2009
- The presence of children makes a difference
- Figure 49: Factors influencing mouthwash purchase, by presence of children in HH, March 2009
- Listerine is king
- Figure 50: Brands of mouthwash used, October 2007-December 2008
- 18-44s want to try new types/flavors
- Figure 51: Attitudes toward mouthwash types/flavors, by age, March 2009
- Figure 52: Interest in mouthwash flavors, by age, March 2009
- DENTAL FLOSS USAGE AND FLAVOR INTEREST
- Key points
- Females like floss
- Figure 53: Types of dental floss used, by gender, March 2009
- Affluent respondents more likely to use floss
- Figure 54: Types of dental floss used, by HH income, March 2009
- 18-44 and buying a variety of flavors
- Figure 55: Attitudes toward dental floss types/flavors, by age, March 2009
- Figure 56: Interest in dental floss flavors, by age, March 2009
- WAYS WE WHITEN
- Key points
- Females more likely to whiten, Crest takes the cake
- Figure 57: Use of teeth whiteners and brands used, by gender, October 2007-December 2008
- Teeth whitening popular among youngest respondents
- Figure 58: Types of whitening products used, by age, March 2009
- INTEREST IN DEMOGRAPHIC-SPECIFIC ORAL CARE PRODUCTS
- Key points
- Respondents aged 18-44 want products based on age and gender
- Figure 59: Interest in specially designed oral care products, by age, March 2009
- Respondents with larger households want more products
- Figure 60: Interest in specially designed oral care products, by number of people in HH, March 2009
- RACE AND HISPANIC ORIGIN
- Key points
- Black and Hispanic respondents show high interest in whitening
- Figure 61: Types of toothpaste used, by race/Hispanic origin, March 2009
- Figure 62: Types of whitening products used, by race/Hispanic origin, March 2009
- Hispanic respondents want specially designed products
- Figure 63: Interest in specially designed oral care products, by race/Hispanic origin, March 2009
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Different brands of power toothbrushes for different ethnicities
- Figure 64: Brands of power toothbrushes used, by race/Hispanic origin, October 2007-December 2008
- Females prefer strips
- Figure 65: Type of teeth whiteners used, by gender, October 2007-December 2008
- 75+ and not flossing
- Figure 66: Types of dental floss used, by age, March 2009
- More people in the house and always buying the same brand of floss
- Figure 67: Brand selection of dental floss, by number of people in HH, March 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractSales within the oral hygiene market are led by the toothpaste segment, which has offered a vast array of product introductions and line extensions designed to offer consumers a choice in products. These latest oral hygiene innovations have brought formulae that provide multiple benefits, ranging from improved teeth whitening processes to formulae that offer enamel protection and even a mild form of tooth repair.
The most significant driver in the oral hygiene market revolves around appearance, as tooth-whitening additives in products ranging from mouthwash to toothpaste are becoming ubiquitous. Given the maturity of the market, sales within the oral hygiene market are expected to stabilize, but not decline precipitously. Consumers will continue seeking products that provide a myriad of health and beauty benefits.
In this report, Mintel clearly identifies the principal external factors driving or curtailing sales growth in the oral hygiene market. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by product type. Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales in oral hygiene, revealing potential opportunities for growth and product development.
For the purposes of this report, oral hygiene is the category comprised of the following types of products:
- toothbrushes (both manual and powered)
- toothpaste
- mouthwash
- denture cleaner and care
Floss and oral pain reliever are included in Mintel’s Dental Accessories report. Breath sprays, whitening gums, and portable breath improvement products (such as breath strips) are addressed in Mintel’s Gum and Mints report.
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