Abstract
About this report
With changing consumer buying habits and the onslaught of private label products, heightened by the recession, the oral care category is in a period of tremendous transition. As a result, some segments and products are flourishing, while others are floundering.
This report analyzes this changing category, and provides insight into the following:
- Changing consumer behavior when it comes to oral care and the increasing decline of mid-range products, in favor of high-end dentist-quality products or inexpensive private label options
- Market forces, including recessionary effects, responsible for this changing behavior
- Which segments are growing and are likely to continue to grow, and which segments are shrinking, with insight provided for countering these challenges
- Overlooked demographics and specific products that will appeal to them
Specific strategies for increasing sales, protecting brand cachet, and meeting the challenge of private label
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 6: U.S. FDMx sales and forecast of oral hygiene products, at
current prices, 2003-13
- Figure 7: 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 8: U.S. FDMx sales and forecast of oral hygiene products, at
current prices, by segment, 2003-13
- Figure 9: 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 10: 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 11: 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 12: 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 13: 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 14: 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 15: 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 16: 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 17: Sales of select natural oral hygiene products at natural
grocery stores and FDMx, 2006 and 2008
- Tom' s dominates at FDMx...
- Figure 18: U.S. sales of top natural brands in oral hygiene in FDMx,
2007 and 2008
- ...and natural channels alike
- Figure 19: 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 20: Oral care cost-cutting measures, by age, March 2009
- Growth will come from Hispanics
- Figure 21: U.S. Hispanic population, by age, 2004-14
- A decline in households with children will hurt the category
- Figure 22: U.S. households, by presence of children, 1998-2008
- A dearth of innovation portends trouble for big brands
- Figure 23: New oral care product launches, 2003-08
- Figure 24: New oral care product introductions, by company, 2003-08
- Leading Companies
- Key points
- Brand leaders tread water
- Private label grows at the expense of brand leaders
- Manufacturer sales of oral hygiene products
- Figure 25: 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 26: 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 27: 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 28: 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 29: 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 30: FDMx sales and brand share of bleaching/whitening products,
2008 and 2009
- Brand Qualities
- Living life large with Listerine
- Figure 31: 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 32: Top oral care advertisers, 2006 and 2007
- Colgate turns to the internet and mobile phones to build brand awareness
and consumer loyalty
- Figure 33: Colgate Total Advanced Whitening television ad, 2008
- P&G employs traditional and non-traditional methods alike
- Crest
- Oral-B
- Figure 34: Oral-B Tooth and Gum Care television ad, 2008
- A look at Listerine
- Figure 35: Listerine Total Care television ad, 2009
- Other commercials
- Rembrandt 2 Hour White Kit
- Figure 36: Rembrandt 2 Hour White Kit television ad, 2009
- Sonicare
- Figure 37: Philips/Sonicare television ad, 2008
- Aquafresh Advanced
- Figure 38: Aquafresh Advanced television ad, 2009
- Who' s Using What?
- Key points
- Females make the purchase decision
- Figure 39: Purchase of oral care products, by gender, March 2009
- Females and younger respondents use more products
- Figure 40: Types of oral care products used, by gender, March 2009
- Figure 41: Types of oral care products used, by age, March 2009
- More people translates into usage of diverse products
- Figure 42: 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
- Popular manual toothbrushes
- Figure 44: Brands of manual toothbrushes used, October 2007-December 2008
- A three-way tie for power toothbrushes
- Figure 45: Brands of power toothbrushes used, October 2007-December 2008
- Income affects brand choice of power toothbrush
- Figure 46: 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 47: Forms of toothpaste used, October 2007-December 2008
- Colgate, Crest, and then everything else
- Figure 48: Brands of toothpaste used, October 2007-December 2008
- Whitening toothpaste is for under-45s
- Figure 49: Types of toothpaste used, by age, October 2007-December 2008
- Claims drive toothpaste purchase among 18-44 year olds
- Figure 50: Factors influencing toothpaste purchase, by age, March 2009
- Under-45s like to experiment with flavor
- Figure 51: Attitudes toward toothpaste types/flavors, by age, March 2009
- Figure 52: 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 53: Factors influencing mouthwash purchase, by age, March 2009
- The presence of children makes a difference
- Figure 54: Factors influencing mouthwash purchase, by presence of
children in HH, March 2009
- Listerine is king
- Figure 55: Brands of mouthwash used, October 2007-December 2008
- 18-44s want to try new types/flavors
- Figure 56: Attitudes toward mouthwash types/flavors, by age, March 2009
- Figure 57: Interest in mouthwash flavors, by age, March 2009
- Dental Floss Usage and Flavor Interest
- Key points
- Females like floss
- Figure 58: Types of dental floss used, by gender, March 2009
- Affluent respondents more likely to use floss
- Figure 59: Types of dental floss used, by HH income, March 2009
- 18-44 and buying a variety of flavors
- Figure 60: Attitudes toward dental floss types/flavors, by age, March
2009
- Figure 61: Interest in dental floss flavors, by age, March 2009
- Ways We Whiten
- Key points
- Females more likely to whiten, Crest takes the cake
- Figure 62: Use of teeth whiteners and brands used, by gender, October
2007-December 2008
- Teeth whitening popular among youngest respondents
- Figure 63: 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 64: Interest in specially designed oral care products, by age,
March 2009
- Respondents with larger households want more products
- Figure 65: 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 66: Types of toothpaste used, by race/Hispanic origin, March 2009
- Figure 67: Types of whitening products used, by race/Hispanic origin,
March 2009
- Hispanic respondents want specially designed products
- Figure 68: 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 91: Brands of power toothbrushes used, by race/Hispanic origin,
October 2007-December 2008
- Females prefer strips
- Figure 92: Type of teeth whiteners used, by gender, October
2007-December 2008
- 75+ and not flossing
- Figure 93: Types of dental floss used, by age, March 2009
- More people in the house and always buying the same brand of floss
- Figure 94: Brand selection of dental floss, by number of people in HH,
March 2009
- Appendix: Trade Associations
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