ORAL CARE - UK - JULY 2019

ORAL CARE - UK - JULY 2019

  • Mintel
  • July 2019
  • Personal Care
  • 0 pages

Report Description

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For the purposes of this report, Mintel has used the following definitions:

Toothbrushes – standard manual, electric (rechargeable), battery-powered (non-rechargeable), replacement toothbrush heads, travel brushes and combined toothbrush/tongue scrapers.

Toothpaste – including pastes, gels, polish and powder formats.

Mouthwash/rinse – primarily for the maintenance of dental and oral hygiene, includes medicated and non-medicated.

Denture products – cleaners and fixatives and cleaners for orthodontic appliances.

Dental accessories/ancillaries – includes cosmetic whitening products, eg gels, fresh breath dental chewing gum (ie Colgate Whitening Dental Gum) with product licences for the treatment and maintenance of oral hygiene, tongue scrapers, fresh breath strips and other breath fresheners, dental floss/tape, interdental sticks and brushes, disclosing tablets.

“Oral care routines rarely change for consumers, creating a challenge for brands that they need to overcome. However, consumer interest in their own health and wellbeing, and their understanding of how oral hygiene impacts on them emotionally means there is an opportunity for brands to insert themselves into regular consumer routines by drawing parallels between oral care and beauty.”

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Table of contents
OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Market weakens further, mouthwash impacted most
Figure 1: UK retail value sales of the oral care market, 2014-24
Mouthwash experiences a heavy decline
Figure 2: UK retail value sales of oral care products, by segment, 2017 and 2018
Companies and brands
Colgate continues to enjoy trusted brand status
Figure 3: Retail value sales of toothpaste, % share by brand, year ending May 2019
Humble benefits from the sustainability trend
Figure 4: Retail value sales of toothbrushes, % share by brand, year ending May 2019
A widespread decline in the mouthwash segment
Figure 5: Retail value sales of mouthwash, % share by brand, year ending May 2019
TePe loses market share in dental accessories segment
Figure 6: Retail value sales of dental accessories, % share by brand, year ending May 2019
Fixodent maintains market leader position
Figure 7: Retail value sales of denture products, % share by brand, year ending May 2019
Overall decline in NPD in 2018
Figure 8: New launches by subcategory within oral care, January 2015-April 2018
The consumer
Increasing interest in electric toothbrushes
Figure 9: Usage of toothbrushes, May 2018 and May 2019
Mouthwash faces a sharp decline
Figure 10: Usage of other oral care products in past three months, 2017, 2018, 2019
Perfect brushing for perfect teeth
Figure 11: Frequency of oral care activities, May 2019
Enhanced functionality of toothpaste influences perceptions
Figure 12: Correspondence analysis of words or phrases associated with oral care products, May 2019
Gum care and breath-freshening are key factors for toothpaste
Figure 13: Purchase factors for toothpaste, May 2019
Rise in private dental visits
Figure 14: Dental visits in the last six months in 2017 and 2019, March 2017-May 2019
Inertia in oral care routines
Figure 15: Oral care behaviours, May 2019
A need to communicate unique differences between brands
Figure 16: Attitudes towards oral care, May 2019
What we think
ISSUES AND INSIGHTS
Positioning oral hygiene as part of holistic wellness and beauty regime
The facts
The implications
Stepping up to Go Green towards a sustainable environment
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market weakens further, mouthwash impacted most
Mouthwash experiences a heavy decline
Premium and specialist products may boost pharmacy channel
Oral health aligns with total health and wellbeing
MARKET SIZE AND FORECAST
Market weakens further, mouthwash impacted most
Figure 17: UK retail value sales of oral care products, at current and constant prices, 2014-24
Further decline in sight with current market conditions
Figure 18: UK retail value sales of the oral care market, 2014-24
Forecast methodology
MARKET SEGMENTATION
Oral care endures harsh market conditions
Figure 19: UK retail value sales of oral care products, by segment, 2017 and 2018
Mouthwash experiences a heavy decline
CHANNELS TO MARKET
Supermarkets contribute towards challenging market
Figure 20: Retail value sales of oral care products, by outlet type, 2017 and 2018
Premium and specialist products may boost pharmacy channel
Online set for further growth
MARKET DRIVERS
Oral health aligns with total health and wellbeing
Lifestyle behaviours impacting on desire for breath-freshening claims
White and shiny and bright
Be a part of the circular economy
Significance of oral health in children needs to be promoted
Figure 21: Percentage of child (18 or below) patients seen by 31 December of each year, 2013-18
Oral care brands can assist with war on sugar
Figure 22: Summary of progress of COS across categories – Comparison between the baseline and year: 2015 and 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Colgate continues to enjoy trusted brand status
Humble benefits from the sustainability trend
Overall decline in NPD in 2018
Brands increase adspend to revive category
Oral-B scores highly across the board
MARKET SHARE
Colgate continues to enjoy trusted brand status
Figure 23: Retail value sales of toothpaste, by brand, years ending March 2018 and March 2019
Humble benefits from the sustainability trend
Figure 24: Retail value sales of toothbrush, by brand, years ending March 2018 and March 2019
A widespread decline in the mouthwash segment
Figure 25: Retail value sales of mouthwash, by brand, years ending March 2018 and March 2019
TePe loses market share in dental accessories segment
Figure 26: Retail value sales of dental accessories, by brand, years ending March 2018 and March 2019
Fixodent maintains market leader position
Figure 27: Retail value sales of denture products, by brand, years ending March 2018 and March 2019
LAUNCH ACTIVITY AND INNOVATION
Overall decline in NPD in 2018
Figure 28: New launches by subcategory within oral care, January 2015-April 2018
Figure 29: Johnson & Johnson’s Listerine Go! Tabs launch, February 2019
Differentiation is key for toothbrush launches
Figure 30: Examples of toothbrush launches, 2018
Colgate-Palmolive most active in NPD
Figure 31: NPD in the UK oral care market, by top 10 ultimate companies and others, 2018
New products drive NPD
Figure 32: New launches in the UK oral care market, by launch type, January 2015-April 2019
Figure 33: Examples of new product launches in the oral care category, 2018
Harmonising consumer requirements with product on offer
Figure 34: Top 12 claims in the UK oral care market 2017-18
ADVERTISING AND MARKETING ACTIVITY
Brands increase adspend to revive category
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products, by product type, January 2015-April 2019
Ragged adspend across segments/products
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by leading companies, January 2017-April 2019
Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by top brands and other, 2018
TV remains by far the most popular medium
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on oral care products*, by media type, 2018
Colgate’s effort towards a greener planet
Figure 39: Products which can be recycled in Colgate Oral Care Recycling Programme
National Smile Month promotes importance of good oral health
Figure 40: National Smile Month is organised by Oral Health Foundation to promote good oral health
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 41: Attitudes towards and usage of selected brands, June 2019
Key brand metrics
Figure 42: Key metrics for selected brands, June 2019
Brand attitudes: Oral-B and Colgate are most likely to be trusted
Figure 43: Attitudes, by brand, June 2019
Brand personality: Oral-B is considered most accessible, Sensodyne and Corsodyl seen as boring
Figure 44: Brand personality – macro image, June 2019
Oral-B perceived as expert
Figure 45: Brand personality – micro image, June 2019
Brand analysis
Oral-B – the most likely to be recommended
Figure 46: User profile of Oral-B, June 2019
Colgate – synonymous with trust
Figure 47: User profile of Colgate, June 2019
Sensodyne – highest differentiator, Younger Millennials brand
Figure 48: User profile of Sensodyne, June 2019
Corsodyl – boring but an expert for health & wellness
Figure 49: User profile of Corsodyl, June 2019
Aquafresh – high awareness, value for money
Figure 50: User profile of Aquafresh, June 2019
Georganics – the ethical brand yet to boom
Figure 51: Examples of NPD from Georganics, 2018-19
Figure 52: User profile of Georganics, June 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Increasing interest in electric toothbrushes
Mouthwash faces a sharp decline
Perfect brushing for perfect teeth
Enhanced functionality of toothpaste influences perceptions
Gum care and breath-freshening are key factors for toothpaste
Rise in private dental visits
Inertia in oral care routines
A need to communicate unique differences between brands
USAGE OF ORAL CARE PRODUCTS
Increasing interest in electric toothbrushes
Figure 53: Usage of toothbrushes in past three months, 2017, 2018, 2019
Consumers need convincing of smart benefits
Figure 54: Colgate Magik Toothbrushing Kit, January 2019
Mouthwash faces a sharp decline
Figure 55: Usage of other oral care products in past three months, 2017, 2018, 2019
Increase in interest in electrical water flossers
FREQUENCY OF ORAL CARE ACTIVITIES
Perfect brushing for perfect teeth
Figure 56: Frequency of oral care activities, May 2019
Teeth whitening kits frequently used
PERCEPTIONS OF ORAL CARE PRODUCTS
Enhanced functionality of toothpaste influences perceptions
Figure 57: Correspondence analysis of words or phrases associated with oral care products, May 2019
On-the-go could be a route to success for mouthwash and floss
A need to reassert longer-term benefits of flossing
Figure 58: Words or phrases associated with oral care products, May 2019
IMPORTANT FACTORS WHEN BUYING TOOTHPASTE
Gum care and breath-freshening top the list of purchase factors
Figure 59: Purchase factors for toothpaste, May 2019
DENTAL VISITS
We keep missing the dentist
Figure 60: Dental visits in the last six months, March 2017 and May 2019
Rise in private dental visits
ORAL CARE BEHAVIOURS
Inertia in oral care routines
Figure 61: Oral care behaviours, May 2019
Linking to emotional wellbeing
Eco-friendly claim could be promoted to cash on global trends
ATTITUDES TOWARDS ORAL CARE
Awareness and trust are building blocks for oral care brands
Figure 62: Attitudes towards oral care, May 2019
Electric toothbrushes enticing consumers
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Figure 63: Best- and worst-case forecast of UK value sales of toothbrush and toothpaste products, 2013-23
Figure 64: Best- and worst-case forecast of UK value sales of mouthwash products, 2013-23
Figure 65: Best- and worst-case forecast of UK value sales of dental accessories and denture products, 2013-23
Forecast methodologypp

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