Market Research Logo

Oral Care - US - May 2015

Oral Care - US - May 2015

"Sales within the oral care market remain steady, benefiting from widespread product usage. Opportunities exist in the $7.2 billion category for brands to increase the frequency of product usage, especially through portable oral care products, and a focus on new product innovations within the floss/accessories/tools segment. Additionally, brands can benefit from educating consumers on proper children’s oral care."

- Margie Nanninga, Home and Personal Care Analyst

This report discusses the following key topics:

Category experiences steady growth, benefiting from strong floss/accessories/tools sales
Toothbrushing is widespread, fewer consumers using mouthwash and floss
Parents express confusion over proper children’s oral care


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of oral care products, at current prices, 2009-19
Figure 2: Perform oral care at least once per day, by age, January 2015
Figure 3: Attitudes toward children’s oral care, January 2015
The opportunities
Figure 4: Toothbrushing routine, by age, January 2015
Figure 5: Oral care concerns – Any, January 2015
Figure 6: Attitudes toward children’s oral care, by gender and age, January 2015
What it means
THE MARKET
What you need to know
Oral care poised for slow, steady growth
Professional whitening becomes more prevalent
Population shifts present both challenges and opportunities for oral care market
Market size and forecast
Historic and projected sales for oral care
Figure 7: Total US sales and fan chart forecast of market, at current prices, 2009-19
Figure 8: Total US sales and forecast of market, at current prices, 2009-19
Market breakdown
Toothpaste remains largest segment, gains seen in floss/accessories/tools
Figure 9: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
MULO channels being impacted by online sales
Figure 10: MULO sales as share of total market sales, by segment, 2009-14
Market perspective
Professional whitening slows bleaching/whitening sales
Oral care competes for share of consumer’s personal care dollars
Figure 11: Share of personal care sales, by category, 2014 (est)
Market factors
Population shifts impact children’s products, opportunities with older consumers
Figure 12: Population by age, 2010-20
Median household incomes improving
Figure 13: Median household income, 2003-13
Lack of dental insurance boosts product usage
Opportunities with growing population of Black, Hispanic, and Asian consumers
Figure 14: Population by race and Hispanic origin, 2010-20
Consumer awareness of the link between oral health and overall health
KEY PLAYERS
What you need to know
MULO oral care market dominated by P&G and Colgate-Palmolive
Floss/accessories/tools most successful market segment
Sales of toothbrushes and bleaching/whitening kits struggle
Portability, sensitivity, and advanced technology provide opportunities for future growth
Manufacturer sales of oral care products
Leading brands continue to dominate
Manufacturer sales of oral care products
Figure 15: Leading manufacturer sales of oral care products, 2014 and 2015
What’s working?
Accessories/tools lifted by product innovations and brush head replacements
Figure 16: MULO sales of select accessories/floss products, 52-weeks ending Feb. 22, 2015
Colgate Optic White products boost floss/accessories/tools segment
Figure 17: MULO sales of select Colgate Optic White products, 52-weeks ending Feb. 22, 2015
Strong performance in natural toothpastes improves segment
Figure 18: MULO sales of select natural toothpaste products, 52-weeks ending Feb. 22, 2015
Mouthwash segment given a boost by children’s mouthwash sales
Figure 19: MULO sales of select children’s mouthwash products, 52-weeks ending Feb. 22, 2015
What’s struggling?
Power toothbrush sales struggle as brush head sales prosper
Figure 20: MULO sales of select power toothbrushes, 2012-14
Increased whitening options lead to sluggish bleaching/whitening kit sales
Figure 21: MULO sales of select bleaching/whitening kits, 2012-14
Floss sales struggle in light of increased options for floss alternatives
Figure 22: MULO sales of select floss products, 2012-14
What’s next?
Greater variety of portable oral care products
New whitening options
Sensitive tooth solutions
Advanced technology integrations
THE CONSUMER
What you need to know
Opportunities to increase oral care activities throughout the day
Consumers report multiple oral care concerns
Consumers lack dental insurance, not visiting the dentist
Confusion over children’s oral care presents opportunities
Oral care product usage
Toothbrushing most common oral care activity, yet toothbrush sales struggle
Figure 23: Perform oral care at least once per day, January 2015
More portable oral care options may increase product usage
Figure 24: Toothbrushing routine, by age, January 2015
Opportunities exist with Black, Hispanic, and Asian populations
Figure 25: Oral care use (mean), by race/Hispanic origin, January 2015
Usage of bleaching/whitening products remains flat
Figure 26: Usage of bleaching/whitening products, November 2008-December 2014
Figure 27: Brand usage of tooth whiteners, November 2013-December 2014
Oral care attitudes
Younger consumers express more concerns over oral health
Figure 28: Any concerned with oral care, all and 18-34s, January 2015
Signs of a clean mouth
Figure 29: Top signs of a clean mouth, January 2015
Interest in new products
Functional innovations are of highest interest to consumers
Figure 30: Interested and would pay more for functional oral care benefits, by gender, January 2015
Consumers concerned about ingredients, interested in new products
Figure 31: Interest in oral care innovations, January 2015
Dentist visits
Consumers lack insurance, not visiting the dentist often enough
Figure 32: Have visited a dentist and have dental insurance, by race/Hispanic origin, November 2013-December 2014
Figure 33: Have visited a dentist and have dental insurance, by household income, November 2013-December 2014
Children’s oral care
Confusion exists over proper children’s oral care
Figure 34: Attitudes toward children’s oral care, by age of parent, January 2015
Children’s oral care routines
Figure 35: Children’s oral care habits, by age of parent, January 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Market
Figure 36: Total US retail sales and forecast of oral care products, at inflation-adjusted prices, 2009-19
Figure 37: Total US retail sales of oral care products, by segment, at current prices, 2012 and 2014
Figure 38: Total US retail sales of oral care products, by channel, at current prices, 2012 and 2014
Figure 39: Total US retail sales of toothbrushes, by type, at current prices, 2009-14
Key players
Figure 40: MULO sales of toothbrushes, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 41: MULO sales of toothpaste, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 42: MULO sales of mouthwash/rinse, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 43: MULO sales of floss/accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 44: MULO sales of bleaching/whitening kits, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 45: GNPD new product claims, mouthwash and floss, 2014
Consumer
Figure 46: Denture use, November 2013-December 2014
Figure 47: Tooth whitening types used, November 2013-December 2014
Figure 48: Usage of bleaching/whitening products, November 2008-December 2014
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report