Fifty years ago, oral hygiene meant cavity prevention and natural tooth protection. Today, the market is designed to provide cleansing, disinfecting, breath freshening and whitening, and is worth more than $3.2 billion a year, excluding Wal-Mart sales.
The latest oral hygiene innovations have brought new formulas and updated forms. New formulas with combined benefits provide products that are almost customized to each consumers needs. New forms include dissolving strips and finger slips. But consumers will only repeat purchases if the product offers long-term lifestyle benefits. Products seeing the most growth are those that have quantified their benefits (i.e., 30% whiter), simplified a process, or been constructed to last longer. For example, sales of Colgate manual toothbrushes have increased 75% in the past two years with a promise to clean teeth 30% better than other brushes.
Mintels report includes an intense examination of the overall market, covering important issues such as the migration of sales to Wal-Mart, product line broadening through acquisitions, and market size, segmentation, and trends. A thorough analysis of the oral hygiene consumer includes an evaluation of top concerns and priorities when choosing oral hygiene products, a breakdown of preferences by demographic characteristics, and statistics of purchasing location and frequency. A five-year market forecast estimates the future of the market, with a statistical forecast of market performance until 2009 and an outline of demographic and product trends.
For the purposes of this report, oral hygiene is defined as the procedures used for basic teeth, gum and tongue care. This report covers the consumer market for oral hygiene products in the following categories:
- toothbrushes, including manual and electric/battery-powered, and other tools such as brushpicks
- toothpaste, including pastes and gels
- dental floss
- mouthwashes
- breath freshening sprays and drops
- portable oral care products, including breath strips and whitening gum
- denture cleaners, fixatives and cushions
- oral pain relievers
This report excludes products used solely by the dental profession or products that are available only by prescription. It also excludes treatments for sore throats. This report does not include products such as Crest Whitestrips or Colgate Whitening Gel, which are included in the Dental Accessories report. Yet, whitening toothpastes are included, as are whitening gums (e.g., AquaFresh Whitening Gum).
As listed above, powered toothbrushes are included in this report. However, they are covered in greater detail in the Dental Accessories report. The same is true for dental tools such as brushpicks and oral irrigators.
Contents
INTRODUCTION AND ABBREVIATIONS
- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
EXECUTIVE SUMMARY
- Oral hygiene is a $3 billion market
- The category shows declines in FDM channels
- Migration to Wal-Mart is a likely explanation for other sales declines in FDM channels
- Wanted: maximum effect with least effort
- Products that provide advanced cleaning get ahead
- Manufacturers have segment specialties but broadening through acquisitions
- In toothpaste, Colgate and Procter & Gamble go head-to-head for every mouth
- Powered toothbrush users fall into two camps
- Women have more reasons to smile
- Oral hygiene suppliers track the rise and fall of kid-friendly characters
- Forecast
MARKET DRIVERS
- Avoidance of oral problems
- Figure 1: Oral problems currently have or ever had, November 2004
- Category burnout?
- Figure 2: Number of new product introductions, 1999-2004
- Population shifts
- America getting older
- Figure 3: U.S. population projections, 2000-10
- Figure 4: Oral problems currently have or ever had, by age, November 2004
- Kids
- Figure 5: Population aged 19 and younger, 2000-10
- Time crunch and need for convenience
- Figure 6: Average hours spent on typical daily activities, by gender, 2003
- Maximum effect with least effort
- Need for portability and disposability
- Figure 7: Purchase occasions in the past month for "on the go" food and drink, September 2004
- Professional influence
- Figure 8: Percentage of people who visited a dentist or dental clinic in the past year, by gender, age, educational status and ethnicity/race, 1997 and 1999
- Figure 9: Whether have dental insurance plan and how, November 2004
- Number of denture wearers declining
- Figure 10: Percentage of over-65s with complete tooth loss, by educational status, gender, income and ethnicity/race, 1999
MARKET SIZE & TRENDS
- Figure 11: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
- Graph1: Total U.S. FDM sales of oral hygiene products, at current and constant prices, 1999-2004
MARKET SEGMENTATION
- Overview
- Figure 12: FDM sales of oral hygiene products, by segment, 2002 and 2004
- Figure 13: Units of oral hygiene products sold in FDM channels, segmented by category, 2002 and 2004
- Toothpaste
- Figure 14: FDM sales of toothpaste, at current and constant prices, 1999-2004
- Toothbrushes
- Figure 15: FDM sales of toothbrushes, at current and constant prices, 1999-2004
- Figure 16: Units of toothbrush/tool products sold in FDM channels, segmented by sub-category, 2002 and 2004
- Mouthwash
- Figure 17: FDM sales of mouthwash, at current and constant prices, 1999-2004
- Denture products
- Figure 18: FDM sales of denture products, at current and constant prices, 1999-2004
- Portable oral care
- Figure 19: FDM sales of portable oral care, at current and constant prices, 1999-2004
- Oral pain relief
- Figure 20: FDM sales of oral pain relief, at current and constant prices, 1999-2004
- Floss
- Figure 21: FDM sales of floss, at current and constant prices, 1999-2004
- Breath-freshening sprays and drops
- Figure 22: FDM sales of breath-freshening sprays and drops, at current and constant prices, 1999-2004
SUPPLY STRUCTURE
- Introduction
- Overview
- Figure 23: Manufacturer sales in FDM of oral hygiene in the U.S., 2002 and 2004
- Toothpaste
- Figure 24: Manufacturer brand sales in FDM of toothpaste in the U.S., 2002 and 2004
- Toothbrushes
- Figure 25: Manufacturer brand sales in FDM of toothbrushes in the U.S., 2002 and 2004
- Mouthwash
- Figure 26: Manufacturer brand sales in FDM of mouthwash in the U.S., 2002 and 2004
- Denture products
- Figure 27: Manufacturer brand sales in FDM of denture products in the U.S., 2002 and 2004
- Portable oral care
- Figure 28: Manufacturer brand sales in FDM of portable oral care in the U.S., 2002 and 2004
- Oral pain relief
- Figure 29: Manufacturer brand sales in FDM of oral pain relief in the U.S., 2002 and 2004
- Floss
- Figure 30: Manufacturer brand sales in FDM of floss in the U.S., 2002 and 2004
- Breath-freshening sprays and drops
- Figure 31: Manufacturer brand sales in FDM of breath-freshening sprays and drops in the U.S., 2002 and 2004
MAJOR MANUFACTURERS
- Procter & Gamble
- Colgate-Palmolive
- Pfizer
- The Gillette Company
- GlaxoSmithKline
- Church & Dwight
- Johnson & Johnson
ADVERTISING & PROMOTION
- Procter & Gamble
- Colgate-Palmolive
- Pfizer
- The Gillette Company
- GlaxoSmithKline
- Church & Dwight
- Johnson & Johnson
RETAIL DISTRIBUTION
- Overview
- Figure 32: U.S. FDM sales of all oral hygiene products, by channel, 2002 and 2004
- Figure 33: U.S. FDM sales of oral hygiene segments, by channel, 2004
- Supermarkets
- Figure 34: U.S. supermarket sales of oral hygiene products, at current and constant prices, 1999-2004
- Drug stores
- Figure 35: U.S. drug store sales of oral hygiene products, at current and constant prices, 1999-2004
- Figure 36: U.S. sales of private-label oral hygiene products in drug stores, 2002 and 2004
- Mass merchandisers
- Figure 37: U.S. mass merchandiser sales of oral hygiene products, at current and constant prices, 1999-2004
THE CONSUMER
- Introduction
- Oral hygiene product usage
- Figure 38: Adult use of oral care products, by type of product, May 2003-April 2004
- Figure 39: Adult use of oral care products, by type of product, by gender, May 2003-April 2004
- Figure 40: Adult use of oral care products, by type of product, by age, May 2003-April 2004
- Figure 41: Cross-tabulation of oral care product usage, May 2003-April 2004
- Types of toothpaste used
- Figure 42: Types and forms of toothpaste used, May 2003-April 2004
- Figure 43: Types of toothpaste used, by gender and age, May 2003-April 2004
- Figure 44: Types of toothpaste used, by household income, May 2003-April 2004
- Types of manual toothbrush used
- Figure 45: Types of manual toothbrush used, May 2003-April 2004
- Types of powered toothbrushes used
- Figure 46: Types of powered toothbrush used, May 2003-April 2004
- Figure 47: Types of powered toothbrush used, by household income, May 2003-April 2004
- Frequency of toothpaste usage
- Figure 48: Frequency of toothpaste usage, May 2003-April 2004
- Figure 49: Frequency of toothpaste usage, by gender, May 2003-April 2004
- Frequency of mouthwash/dental rinse usage
- Figure 50: Number of times used mouthwash/dental rinse in the past week, May 2003-April 2004
- Frequency of denture cleaner usage
- Figure 51: Number of times used denture cleaner in the past week, May 2003-April 2004
- Use of other oral hygiene products
- Figure 52: Other, specific oral hygiene products used at least occasionally, November 2004
- Figure 53: Other, specific oral hygiene products used at least occasionally, by gender, November 2004
- Figure 54: Other, specific oral hygiene products used at least occasionally, by age, November 2004
- Figure 55: Other, specific oral hygiene products used at least occasionally, by household income, November 2004
- Oral hygiene product usage among teens
- Figure 56: Whether use listed type of oral care product, teens vs. adults, May 2003-April 2004
- Figure 57: Teen use of oral care products, by type of product, by gender, May 2003-April 2004
- Figure 58: Teen use of oral care product, by type of product, by age, May 2003-April 2004
- Figure 59: Cross-tabulation of usage of oral care products, May 2003-April 2004
- Types of toothpaste used by teens
- Figure 60: Types and forms of toothpaste used by teens, May 2003-April 2004
- Oral hygiene product usage among children
- Figure 61: Childrens use of toothpaste and mouthwash/dental rinse, May 2003-April 2004
- Frequency of dentist visits among adults
- Figure 62: How often adults go to the dentist, November 2004
- Summary
FUTURE & FORECAST
FUTURE TRENDS
- Science to bring more advancements to toothcare
- Oral care to blend with other categories
- Baby Boomers aging means more products to address aging needs
- Figure 63: U.S. population, by generation and gender, 2004
MARKET FORECAST
- Oral hygiene products
- Figure 64: Forecast of total U.S. FDM sales of oral hygiene products, at current and constant prices, 2004-09
- Toothpaste
- Figure 65: Forecast of U.S. FDM sales of toothpaste, at current and constant prices, 2004-09
- Toothbrushes
- Figure 66: Forecast of U.S. FDM sales of toothbrushes, at current and constant prices, 2004-09
- Mouthwash
- Figure 67: Forecast of U.S. FDM sales of mouthwash, at current and constant prices, 2004-09
- Denture products
- Figure 68: Forecast of U.S. FDM sales of denture products, at current and constant prices, 2004-09
- Forecast Factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT DEVELOPMENTS
CATEGORY REVIEW - ORAL HYGIENE
- Introduction
- Executive summary
- Product trends
- Childrens products
- Specialized toothbrushes
- Clean your teeth without toothpaste
- Herbal and natural varieties of toothpaste and mouthwash
- Toothpaste and mouthwash formula advancements bring new types of benefits
- Future Trends
NEW PRODUCT BRIEFS
- Lander: Bubble Gum Anti-Tartar Dental Rinse
- Waterpik Technologies: Power Flosser
- World Trend Inc.: Shrek 2 Happee Care Action-Magic Toothbrush
- Del Labs: Orajel Toddler Power Brush
- Orawave: Home Hygienist Power Whitener
- Oral-B Laboratories: Oral-B Stages Winnie the Pooh Battery Toothbrush
APPENDIX: RESEARCH METHODOLOGY
- Consumer Research
- Sampling & Weighting
- Presentation & Definition
- Further Analysis
- Trade Research
- Informal trade research
- Formal trade research
- Desk & Internet Research
- Sources
- Definitions
- Forecasts
APPENDIX: WHAT IS MINTEL?
- Mintel Reports
- Global New Products Database
- Comperemediaｮ
- Mintel Services
- POS+
- Mintel Consultancy
