全球口腔衛生用品市場：新機會與喜好上的投資 是由出版商Datamonitor在2010年02月所出版的。
這份英文市場調查報告書包含Pages: 149 價格從美金2995起跳。
口腔衛生用品的消費者在購買商品時重視投資效益，但是很多因素對商品選擇上造成影響。
本報告，針對全球口腔衛生用品市場進行調查分析，並彙整消費者趨勢、消費的刺激因素以及阻礙因素，消費者所重視的商品特徵和使用頻率、給市場參與者的策略性建議等，由下列摘要形式闡述。
第1章 概述
第2章 今後展望
- 簡介：口腔衛生用品為全球個人保養用品市場上的一個重要構成要素
- 趨勢：「視覺文化」與對容貌的先入為主觀念對個人保養部門所有產品來說為關鍵性趨勢
- 趨勢：口腔衛生用品的業績為穩定的
- 考察：消費者對於口腔衛生的普遍關心受到知識差距與維持良好習慣動機的抑制
- 考察：口腔衛生用品的消費者在購買商品時重視投資效益，但是很多因素對商品選擇上造成影響
- 考察：消費者的品牌忠誠度，不像美白效果和產品整體效果如此受到重視
- 考察：消費者對含有強調道德的天然成分和有機成分口腔保養產品表示興趣
- 考察：牙刷與牙膏的客製化為消費者考量事項中的中間排名
- 考察：市場行銷的影響對於消費者口腔衛生產品的選擇上不是那麼重要
- 消費與生活模式的習慣，結合了購買族群的影響，對社會的口腔衛生造成影響
第3章 行動重點
- 行動：價值、效果、品牌主導的品質、個人感官上的優點確立了口腔衛生品牌的主要構成要素
- 行動：強調對於適當的口腔保健的健康影響，導入增加機會的整體、且長期的方式
- 行動：作為增加自信心的手段，來促進口腔衛生產品
- 行動：為了刺激更有說服力的銷售計畫，加入天然和道德相關的証明
- 行動：促進簡單化，同時提供更有效的口腔衛生解決方案，提升使用者的使用經驗
附錄
Abstract
Introduction
Oral hygiene consumers deem value-for-money to be the main consideration when
purchasing category products, but many factors impact choice. Brand is
generally not as important to oral hygiene consumers as either teeth whitening
benefits or overall product efficacy. Yet consumers are clearly quality
conscious.
Scope of this research
- Detailed insights and analysis documenting consumers' attitudes towards
oral hygiene and the drivers and inhibitors of consumption habits
- Data highlighting the importance consumers place on different oral care
product features and the frequency of using these products
- Strategic conclusions combined with actionable recommendations for all
industry players looking to fully capitalize on this category
- Covers: France, Germany, Italy, Neths, Spain, Sweden, UK, US, Australia,
Japan, S. Korea, China, India, Brazil, Russia, UAE and Saudi Arabia
Research and analysis highlights
A very high level of basic awareness exists about the significance of
maintaining good oral health with 82% of global respondents regarding it as
either ' important' or ' very important' . This positive attitude was
particularly evident in Brazil
Consumer lifestyles are leading to a plethora of oral health problems. Diets,
in particular, are often not conducive to strong teeth given the increasing
prevalence of acidic drinks and sugary foods. Gaps in knowledge and
understanding are exacerbating the problem, with several falling short in
terms of thorough brushing and regular dentist visits
It is apparent that majorities of consumers globally are concerned by
differing oral hygiene issues covered in Datamonitor' s research. In
particular, the build up of plaque and bad breath were issues of concern; more
than half of respondents claimed to be both concerned about these issues AND
actively using oral care products to address the issue
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards oral hygiene products by accessing unique data
- Market understanding: identify the key markets and product innovation
trends in 17 countries across five geographic territories
- Ideation: find inspiration for innovative oral care formulations and
product positioning which cater to the overwhelming consumer emphasis on value
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Oral hygiene is a major component of the overall personal
care market
- This report is one in a series of five category focused reports
outlining personal care trends
- The value of the oral hygiene market is currently being eclipsed by that
of the personal care market overall
- Today' s oral hygiene market is subject to a number of drivers and
inhibitors
- TREND: ‘Visual Culture' and an associated pre-occupation with
appearance is the defining trend in the personal care space across product
categories
- Image is important to consumers even if they do not significantly feel
societal pressure to look good (at least consciously that is)
- There is scope for consumers to feel happier about their appearance,
given the pressure to conform to demanding beauty ideals associated with
contemporary society
- Visual Culture reflects the reality that people tend to gain status and
value through their appearance
- Key takeouts and implications: Visual Culture is the core macro-trend
influencing personal care habits, including oral care
- TREND: Sales of oral hygiene products have proven steady, driven by
innovation that increasingly defies the commodity status often bestowed upon
the category
- The market value of oral hygiene products has grown at a consistent rate
- However, the recession has undoubtedly had an impact consumer behavior
- Key takeouts and implications: the high functionality focus of oral
hygiene products means that they are recession-resistant, but branded
players are vulnerable to cheaper private label alternatives
- INSIGHT: Consumers' widespread concern about oral hygiene is somewhat
undermined by knowledge gaps and motivation to maintain good habits
- Consumers generally understand the importance of maintaining good oral
hygiene, but oral health problems are prevalent nevertheless
- Despite placing high importance attributed to the maintenance of good
oral hygiene, evidence indicates that consumers are less satisfied with the
results of their oral care regimes
- Consumers are generally concerned by a broad range of issues associated
with oral hygiene, ranging from plaque to the need to floss
- Key takeouts and implications: industry players must capitalize on the
high importance attached to good oral hygiene with engagement driven
marketing activity
- INSIGHT: Oral hygiene consumers deem value-for-money to be the main
consideration when purchasing category products, but many factors impact choice
- Value-for-money considerations heavily influence oral hygiene product
choices across regions
- The high costs associated with poor oral hygiene have potentially added
commercial leverage with consumers being so heavily value-orientated
- Key takeouts and implications: oral care players must embrace value-led
marketing tactics
- INSIGHT: Brand loyalty is not as important to oral hygiene consumers as
either teeth whitening benefits or overall product efficacy
- Being both quality and brand conscious typically characterizes oral
hygiene consumers, but there are notable variations by country and gender
- Key takeouts and implications: branding is not as important to consumers
in the oral hygiene category as it is in other ‘fashionable'
categories such as make-up or fragrances, but efficacy-led quality is
- INSIGHT: Consumers are becoming increasingly interested in oral hygiene
products containing natural or organic ingredients and which exude ethicality
- Key takeouts and implications: the natural and organic oral care market
is set to outgrow the standard market, but such benefits are still secondary
for most consumers
- INSIGHT: Customization benefits in products such as toothbrushes and
toothpastes are a mid-ranking consideration for consumers
- Gene-based research may represent the future of personalized offerings
in oral care
- Key takeouts and implications: product customization/personalization has
become a more attractive proposition to consumers who want to feel that
their specific oral care requirements are being met rather than using
something more generic
- INSIGHT: Wider marketing influences are not deemed to be significantly
important to consumers' oral care product choices
- Key takeouts and implications: consumers trust the recommendations of
people they know, so focusing on efficacy is a must so that satisfied
consumers are encouraged to advocate brands to others
- INSIGHT: Consumption and lifestyle habits, allied with demographic
influences, affect oral health in society
- Age can have a significant bearing on oral health
- Groups said to be at-risk of oral health problems include diabetics and
smokers
- Key takeouts and implications: oral health problems plague a number of
consumer groups, and many aspects of modern lifestyles exacerbate the problem
ACTION POINTS
- ACTION: Ensure that value, efficacy, brand-led quality and unique sensory
benefits are the core components of oral hygiene brands
- Use Datamonitor' s Product Launch Analytics (PLA) database to stay
abreast of the most prominent product formulation trends both in and outside
of the oral care category
- ACTION: Adopt a more holistic, longer term approach to driving occasion
growth by emphasizing the wider health implications of optimal oral care
- Embrace the ideology of ‘social marketing' and focus on vulnerable
and ‘at-risk' consumers in both education initiatives and consumer
need-led innovation
- Engagement led social marketing is strongly recommended
- Ensure that products are marketed as being effective facilitators of
improved health and appearance
- Consider partnering with providers that deliver wider oral health
benefits or embracing similar approaches to innovation to offer a more
complete oral health portfolio
- ACTION: Promote oral hygiene products as a route to enhanced confidence
- Ethical/sustainability led consumption behavior increasingly has status
value
- ACTION: Combine natural and ethicality credentials for a more compelling,
augmented selling proposition
- Stay abreast of developments in the natural/ethical oral care segment
with a view to capitalizing
- Take inspiration from the household cleaning category by helping
consumers to understand what ingredients are used and why
- Cause related marketing is an effective way of complimenting social
marketing and re-enforcing ethicality
- ACTION: Continue to help simplify, yet enhance the user experience by
delivering more effective oral hygiene solutions
- Deliver multi-functionality to exude the convenience and efficacy that
consumers want from what is typically a functional-led purchase
APPENDIX
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Consumer survey: the importance attributed by consumers to looking
one' s best and taking care of one' s oral health, in 17 countries across
Europe, Asia Pacific, South America, North America and the Middle East, by
country, 2009
- Table: Consumer survey: the extent to which consumers feel under pressure
to look good, in 15 countries across Europe, Asia Pacific, South America and
North America, by country, 2008
- Table: Consumer survey: the importance that consumers attribute to looking
their best in day-to-day life, in 17 countries across Europe, Asia Pacific,
South America, North America and the Middle East, by country, 2009
- Table: Market value of oral hygiene products in Europe (US $ millions), by
sub-category, 2003 - 2013
- Table: Market value of oral hygiene products in North America (US $
millions), by sub-category, 2003 - 2013
- Table: Market value of oral hygiene products in South and Central America
(US $ millions), by sub-category, 2003 - 2013
- Table: Market value of oral hygiene products in Asia Pacific (US $
millions), by sub-category, 2003 - 2013
- Table: Market value of oral hygiene products in MENA (US $ millions), by
sub-category, 2003 - 2013
- Table: Consumer survey: the self-reported propensity to make sure beauty
products are used up before replacing in order to save money, in 17 countries
across Europe, Asia Pacific, South America, North America and the Middle East,
by country and product category, 2009
- Table: Consumer survey: the importance that consumers attribute to taking
care of their oral health, in 17 countries across Europe, Asia Pacific, South
America, North America and the Middle East, by country, 2009
- Table: Consumer survey: the importance that consumers attribute to taking
care of their oral health, in 17 countries across Europe, Asia Pacific, South
America, North America and the Middle East, by country and gender, 2009
- Table: Daily per capita brushing occasions in 17 countries, by country,
2004 - 2014
- Table: Daily per capita mouthwash usage occasions in 17 countries, by
country, 2004 - 2014
- Table: Consumer survey: concern about the build up of plaque, in 15
countries across Europe, Asia Pacific, South America, and North America, by
country and gender, 2008
- Table: Consumer survey: concern about sensitive teeth, in 15 countries
across Europe, Asia Pacific, South America, and North America, by country and
gender, 2008
- Table: Consumer survey: concern about tooth discoloration, in 15 countries
across Europe, Asia Pacific, South America, and North America, by country and
gender, 2008
- Table: Consumer survey: concern about bad breath, in 15 countries across
Europe, Asia Pacific, South America, and North America, by country and gender,
2008
- Table: Global market volume of chewing gum (kg m), by sub-category, 2004 -
2014
- Table: Consumer survey: concern about gum disease, in 15 countries across
Europe, Asia Pacific, South America, and North America, by country and gender,
2008
- Table: Consumer survey: concern about the need to floss, in 15 countries
across Europe, Asia Pacific, South America, and North America, by country and
gender, 2008
- Table: The number of per capita dental floss usage occasions per day
globally, by country, 2004 - 2014
- Table: Consumer survey: perceived similarities between store brand
products (e.g. supermarket own brands) and market leading famous brands, in 17
countries across Europe, Asia Pacific, South America, North America and the
Middle East, by country and FMCG product sector/category, 2009
- Table: Consumer survey: the statement that European consumers believe best
reflects their outlook on oral hygiene product purchases, by country and
gender, 2009
- Table: Consumer survey: the statement that Brazilian and US consumers
believe best reflects their outlook towards oral hygiene product purchases, by
country and gender, 2009
- Table: Consumer survey: the statement that Asia Pacific consumers believe
best reflects their outlook on oral hygiene product purchases, by country and
gender, 2009
- Table: Consumer survey: the statement that MENA consumers believe best
reflects their outlook on oral hygiene products, by country and gender, 2009
- Table: Consumer survey: the importance attached to buying ethical or
socially responsible products, in 15 countries across Europe, Asia Pacific,
South America, and North America by country, 2008
- Table: Consumer survey: the importance attached to buying ethical or
socially responsible products, in 15 countries across Europe, Asia Pacific,
South America, and North America by country, 2008
- Table: Consumer survey: credibility of endorsements for cosmetics or
toiletries made by professional associations, in 15 countries across Europe,
Asia Pacific, South America and North America, by country, 2008
- Table: Consumer survey: credibility of endorsements for cosmetics or
toiletries made by celebrities, in 15 countries across Europe, Asia Pacific,
South America and North America, by country, 2008
- Table: Per capita consumption of carbonates, juices and non-powdered milk
(in liters) globally, by category, 2004 - 2014
- Table: Per capita consumption of chocolate and sugar confectionary (in
kgs) and ice cream (in liters) globally, by category, 2004 - 2014
- Table: Edentulous US Seniors, by age, 2000 - 2007
- Table: The number of cigarettes smoked per capita in 17 countries across
Europe, Asia Pacific, North and South America and MENA, by country, 2004 - 2014
FIGURES
- Figure: The overall personal care industry is growing at a faster rate
than the oral hygiene category
- Figure: Consumers universally believe that maintaining good oral hygiene
is more important than generally looking good in day-to-day life
- Figure: Despite recessionary times, consumers are still being influenced
to spend good money on oral hygiene products
- Figure: Whitening features has been one of the notable growth areas in
oral hygiene in recent years
- Figure: Visual Culture is a term describing consumers' intense appearance
consciousness and the widespread desire to project a more confident and
favorable image to the wider world
- Figure: Appearance is important to consumers across geographic
territories, regardless of whether they feel pressure to conform to the
pervasive presence of Visual Culture in modern society
- Figure: Lauren Luke embodies the ‘everywoman' element of
contemporary Visual Culture
- Figure: While most consumers attribute a high importance to looking good,
fewer are actually happy with how they look themselves
- Figure: Outside of the emerging BRIC markets, Spaniards are the most
reliant on beauty products to feel more confident about themselves
- Figure: Beauty is associated with success and opportunity, but workplace
professionalism is deemed comparably less influential on the general personal
care choices that consumers make
- Figure: Personal branding is a manifestation of the pervasive influence of
the ‘Visual Culture' trend
- Figure: After a dip in 2008, product launch activity in the oral hygiene
category increased in 2009
- Figure: Brazilians attach the most importance on good oral hygiene, while
Japanese consumers are significantly less enthused than the global average
- Figure: Global consumers are most concerned by, and actively addressing,
bad breath and the build up of plaque
- Figure: Only one-in-five consumers across the 15 countries researched
expresses a lack of concern about the build up of plaque
- Figure: Japanese consumers show the least amount of concern about the
issue of sensitive teeth
- Figure: Dutch consumers are the least concerned about the issue of tooth
discoloration
- Figure: Maintaining good oral health is essential to reducing bad breath,
but not all consumers appear to appreciate this reality
- Figure: In Europe, Spanish and German consumers demonstrate the most
concern about gum disease
- Figure: US consumers are more sensitive than average about the need to
floss
- Figure: The escalating value consciousness among consumers has also
resulted in brand switching
- Figure: Brazilian and Middle Eastern consumers in particular attribute
high importance to a number of factors when purchasing oral hygiene products
- Figure: Value-for-money is the most important factor for Europeans, except
Russians, when purchasing oral hygiene products
- Figure: Teeth whitening benefits are deemed very important to consumers in
the Americas, especially Brazilians
- Figure: Australians consider value-for-money to be of far more importance
than any other factors when purchasing oral hygiene products, whereas this is
less apparent less apparent elsewhere in Asia
- Figure: There is no real defining product benefit that Gulf consumers want
from their oral hygiene products, certainly compared to value-focused global
consumers
- Figure: Consumers assign value to products based on a number of factors in
what reflects a widening ‘value equation'
- Figure: Attitudes towards value-for-money are polarized most in Asia
Pacific, with the notion extremely important in China and India - far more so
than in Japan and Korea
- Figure: Obtaining value-for-money is an important purchasing pre-requisite
for all personal care product formats, but particularly oral hygiene
- Figure: Spanish consumers have been the most willing of the Europeans to
switch to private label oral hygiene products across all three categories
- Figure: Only a small fraction of consumers in the Americas have turned to
private label oral hygiene products
- Figure: Japanese consumers have shown a lack of responsiveness to private
label offerings in the oral hygiene category, despite the recession
- Figure: A tenth of consumers in the UAE switched to private label
toothpaste during the recession
- Figure: Private label penetration in the oral hygiene market is continuing
to grow, especially in 2009
- Figure: The oral hygiene category is seeing an increase in the number of
private label products being launched
- Figure: The high costs associated with poor oral hygiene have potentially
added commercial leverage with consumers' so heavily value-orientated
- Figure: Both efficacy and cosmetic benefits are more important to
Europeans than a favored brand when purchasing oral hygiene products
- Figure: For Brazilians, teeth whitening benefits are more important than
general product efficacy, whereas the reverse is true in the US
- Figure: India stands apart as the only nation where oral hygiene product
brand is considered more important than the effectiveness of the product
- Figure: Brand, efficacy and teeth whitening product credentials are deemed
more important in the Middle East than elsewhere
- Figure: Europeans are not necessarily preoccupied by oral hygiene
branding, but are uncompromising in their desire for efficacy-led quality
- Figure: Brand and quality consciousness are inextricably linked for
Brazilians, but less so for Americans
- Figure: Japanese and Korean consumers are comparably uninfluenced by oral
hygiene brands, whereas Indians consider to it be highly important
- Figure: Of the Gulf consumers who want high quality oral hygiene products,
around half also pay careful attention to which brands they select
- Figure: Sustainability and ethics will drive a higher number of commercial
and consumer decisions
- Figure: Russians in particular find it very important that oral hygiene
products contain natural or organic ingredients
- Figure: Natural ingredients and ethical benefits are both far more
important to Brazilians than Americans
- Figure: Chinese and Indian consumers are heavily in favor of natural or
organic oral hygiene products, while Japanese consumers are far more apathetic
towards them
- Figure: Fewer than one in 10 gulf consumers find natural/organic
ingredients and ethical/environmental benefits to be unimportant when choosing
oral hygiene products
- Figure: A number of recently-launched oral hygiene products such as
mouthwashes, chewing gums and toothpastes are touting natural or organic
ingredients
- Figure: Customization/personalization benefits are likely to appeal to the
high proportion of individualistic global consumers who value the opportunity
to be personally expressive and have products the better meet specific needs
- Figure: With the exception of in Sweden, customization in oral hygiene
products has become gradually more important to Europeans
- Figure: In the US, the percentage of consumers showing interest in
customizable oral hygiene products has grown to more than a third in 2009
- Figure: Customizable features touted by oral hygiene products have grown
in importance everywhere in Asia Pacific except India
- Figure: Saudi consumers in particular want oral hygiene products to have
customization benefits
- Figure: Customized/personalized products offer benefits to specific
demographics as well as targeting particular oral health problems
- Figure: Europeans consider packaging design to be the least important
aspect of product marketing associated with oral hygiene products
- Figure: US and Brazilian consumers display contrasting attitudes to oral
hygiene product endorsements
- Figure: In the context of oral hygiene products, recommendations from
friends and family are deemed particularly important to consumers in China,
India and South Korea
- Figure: Gulf consumers find various aspects of marketing far more
important than the average global consumer does
- Figure: While personal care consumers are somewhat skeptical about the
endorsements of professional associations, they find them far more credible
than celebrity-led endorsements
- Figure: Several acids are found in everyday foods and beverages which can
be harmful to teeth
- Figure: Manufacturers are actually focusing less on ‘low' and
‘no sugar' formulations as time goes on
- Figure: There has been a decreasing proportion of products that are good
for teeth
- Figure: Colgate-Palmolive is one company which has acknowledged the link
between diabetes and this has been reflected in recent marketing activity
- Figure: Numerous issues influence consumers' oral care product choice so
marketers need to be wary of one-dimensional marketing that does not capture
the confluence of purchase influences
- Figure: Colgate offers vouchers and discounts on its own websites to
provide consumers with better value
- Figure: Kid targeted products represent the most prominent theme in global
toothpaste innovation
- Figure: There has been a discernable increase in global private label
toothbrush launches in 2008-09
- Figure: Mouthwash products have been comparably more focused on
formulation specifics
- Figure: The Crest Pro Health website alerts interested parties about the
wider health ramifications of poor oral hygiene
- Figure: Oral hygiene marketing can embrace the ideology of social
marketing and that such products can contribute to the greater public good
- Figure: Parents can find oral care tips on www.oralb.com/smilestages to
better help them understand the oral health needs of children at every stage
- Figure: Institutional campaigns promoting oral health in childhood offer
an opportunity for oral hygiene manufacturers and retailers to add further
impetus
- Figure: P&G' s Oral-B product marketing has attempted to engage and
interact with its' target audience
- Figure: Whitening toothpastes are touting benefits beyond removing stains
from teeth
- Figure: Educating consumers about the benefits of good oral health can
encourage further sales of oral hygiene products because it promotes optimal
usage and therefore consumer occasions
- Figure: Evora' s oral care range for kids and adults extends the probiotic
phenomena into oral care
- Figure: Category crossover potentially opens the door to collaborative
marketing initiatives
- Figure: Confidence enhancing messages in oral care can be emphasized in
numerous ways
- Figure: Macleans even offers social confidence tips, as well as product
information, via the brand website
- Figure: Status and conspicuous consumption are equally valid but require
different approaches
- Figure: SC Johnson has developed a special website to communicate the
specific of how the company' s brands are formulated
- Figure: Traceability initiatives effectively support the overall branding
efforts of products
- Figure: A host of innovative products have invigorated the oral hygiene
category
- Figure: Innovation in the oral hygiene category can spark renewed interest
and enthusiasm among consumers
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