The UK Oral Hygiene Market: What Consumers Use and Why?

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Nov 12, 2013, 07:48 ET

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The UK Oral Hygiene Market: What Consumers Use and Why?
http://www.reportlinker.com/p01862014/The-UK-Oral-Hygiene-Market-What-Consumers-Use-and-Why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Oral_Care_Products

Product Synopsis

This report provides the results for the Oral Hygiene market in the UK from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Toothbrushes and Toothpaste are considered essential items and recession has not affected their consumption pattern. On the other hand, Mouthwash, Breath Fresheners, and Dental Floss are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads, and Toothpaste.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The Oral Hygiene market in the UK is dominated by two categories, Toothbrushes &Replacement Heads and Toothpastes, which constitute three-quarters of the overall market by value.

Low consumption of Breath Fresheners and Denture Care in the UK indicates that few consumers use these products as part of their daily Oral Hygiene routine. As such, suppliers need to develop strategies targeting the large number of Non-users.

While consumption of Toothbrushes & Replacement Heads in the UK is high, 16% of Early Young Adults and 12% of Older Young Adults are Non-users. Suppliers should target these substantial groups of Non-users to increase consumption to levels recorded in older and younger age groups.

Key Highlights

Older Consumers account for nearly 30% of the Oral Hygiene market by value in the UK, a market share double that of the next largest age group, Mid-Lifers. This is a result of the large number of Older Consumers and their relatively high disposable income which indicates that consumers in older age groups are the most valuable for suppliers of Oral Hygiene products.

The UK Oral Hygiene market is slightly skewed towards women, who have a value market share of 53% despite accounting for 50% of the population.

While private label penetration is below 10% in Toothpaste and Denture Care, private labels account for 34% of the Dental Floss market. The success of private label Dental Floss products indicates that retailers could increase their market share in other Oral Hygiene product categories such as Toothbrushes & Replacement Heads and Breath Fresheners (non-confectionery), which also have relatively high private label market shares.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations

1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Oral Hygiene Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups

3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes and Replacement Heads
3.2.6 Toothpaste
3.3 Behavioral Trends and Market Value
3.3.1 Breath Fresheners (non Confectionery)
3.3.2 Dental Floss
3.3.3 Denture Care
3.3.4 Mouthwash
3.3.5 Toothbrushes and Replacement Heads
3.3.6 Toothpaste
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Breath Fresheners (non Confectionery)

4.1.2 Dental Floss
4.1.3 Denture Care
4.1.4 Mouthwash
4.1.5 Toothbrushes and Replacement Heads
4.1.6 Toothpaste
4.2 Consumer Profiles by Product Category
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes and Replacement Heads
4.2.6 Toothpaste
5 Brand vs. Private Label Uptake

5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Oral Hygiene Brand Choice and Private Label Consumer Penetration
5.2.1 Breath Fresheners (non Confectionery)
5.2.2 Dental Floss
5.2.3 Denture Care
5.2.4 Mouthwash
5.2.5 Toothbrushes and Replacement Heads
5.2.6 Toothpaste
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Oral Hygiene
6.1.2 Breath Fresheners (non Confectionery)
6.1.3 Dental Floss
6.1.4 Denture Care
6.1.5 Mouthwash
6.1.6 Toothbrushes and Replacement Heads
6.1.7 Toothpaste
7 Consumption Impact: Market Valuation
7.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Oral Hygiene Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category

7.2.3 Expenditure per Household by Category
7.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share by Category
8.1.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
8.1.2 Retail Share by Volume - Dental Floss
8.1.3 Retail Share by Volume - Denture Care
8.1.4 Retail Share by Volume - Mouthwash
8.1.5 Retail Share by Volume - Toothbrushes and Replacement Heads
8.1.6 Retail Share by Volume - Toothpaste
8.2 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
8.2.1 Asda
8.2.2 Boots
8.2.3 Morrisons
8.2.4 Sainsbury's
8.2.5 Superdrug
8.2.6 Tesco
8.2.7 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - GBP vs. USD
Table 3: United Kingdom Survey Respondent profile (weighted), 2012
Table 4: United Kingdom Oral Hygiene Value Share (%), by Age Groups, 2012
Table 5: United Kingdom Oral Hygiene Value Share (%), by Gender, 2012
Table 6: United Kingdom Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: United Kingdom Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Table 8: United Kingdom Oral Hygiene Value Share (%) by Wealth Groups, 2012
Table 9: United Kingdom Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Table 10: United Kingdom Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2012
Table 11: United Kingdom Dental Floss Consumer Group Share (% market value), 2012
Table 12: United Kingdom Denture Care Consumer Group Share (% market value), 2012
Table 13: United Kingdom Mouthwash Consumer Group Share (% market value), 2012
Table 14: United Kingdom Toothbrushes and Replacement Heads Consumer Group Share (% market value), 2012
Table 15: United Kingdom Toothpaste Consumer Group Share (% market value), 2012
Table 16: United Kingdom Total Breath Fresheners (non Confectionery) Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United Kingdom Total Dental Floss Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United Kingdom Total Denture Care Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United Kingdom Total Mouthwash Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012

Table 20: United Kingdom Total Toothbrushes and Replacement Heads Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United Kingdom Total Toothpaste Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: United Kingdom Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: United Kingdom Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: United Kingdom Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: United Kingdom Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: United Kingdom Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: United Kingdom Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: United Kingdom Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: United Kingdom Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: United Kingdom Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: United Kingdom Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: United Kingdom Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2012
Table 35: United Kingdom Dental Floss Consumer Profiles (% consumers by sub-group), 2012
Table 36: United Kingdom Denture Care Consumer Profiles (% consumers by sub-group), 2012
Table 37: United Kingdom Mouthwash Consumer Profiles (% consumers by sub-group), 2012
Table 38: United Kingdom Toothbrushes and Replacement Heads Consumer Profiles (% consumers by sub-group), 2012

Table 39: United Kingdom Toothpaste Consumer Profiles (% consumers by sub-group), 2012
Table 40: United Kingdom Oral Hygiene Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: United Kingdom Breath Fresheners (non Confectionery) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: United Kingdom Dental Floss Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: United Kingdom Denture Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: United Kingdom Mouthwash Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: United Kingdom Toothbrushes and Replacement Heads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: United Kingdom Toothpaste Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: United Kingdom, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: United Kingdom, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: United Kingdom, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012

Table 50: United Kingdom, Denture Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: United Kingdom, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: United Kingdom, Toothbrushes and Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: United Kingdom, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: United Kingdom Oral Hygiene Market Value (Pound Sterling million), by Category, 2012
Table 55: United Kingdom Oral Hygiene Market Value (US$ million), by Category, 2012
Table 56: United Kingdom Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2012
Table 57: United Kingdom Oral Hygiene Market Value (US$ million), by Category, 2012
Table 58: United Kingdom Oral Hygiene Expenditure Per Capita (Pound Sterling), by Category, 2012
Table 59: United Kingdom Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Table 60: United Kingdom Oral Hygiene Expenditure Per Household (Pound Sterling), by Category
Table 61: United Kingdom Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: United Kingdom Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2012
Table 63: United Kingdom Oral Hygiene Consumption Per Capita (Ltrs m or Units m / Population m), by Category, 2012
Table 64: United Kingdom Oral Hygiene Consumption Per Household (Ltrs m or Units m / Households m), by Category, 2012

Table 65: United Kingdom Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 66: United Kingdom Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 67: United Kingdom Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 68: United Kingdom Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 69: United Kingdom Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 70: United Kingdom Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 71: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2012
Table 72: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Boots (% by Subgroup, as tracked by the Survey), 2012
Table 73: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2012
Table 74: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2012
Table 75: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Superdrug (% by Subgroup, as tracked by the Survey), 2012
Table 76: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2012
Table 77: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United Kingdom Oral Hygiene Value Share (%), by Age Groups, 2012
Figure 3: United Kingdom Oral Hygiene Value Share (%), by Gender, 2012
Figure 4: United Kingdom Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United Kingdom Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United Kingdom Oral Hygiene Value Share (%) by Wealth Groups, 2012
Figure 7: United Kingdom Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Figure 8: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United Kingdom Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United Kingdom Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Figure 12: United Kingdom Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United Kingdom Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United Kingdom Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United Kingdom Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United Kingdom Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United Kingdom Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United Kingdom Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United Kingdom Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Figure 20: United Kingdom Oral Hygiene Market Share (US$ million), by Category, 2012
Figure 21: United Kingdom Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Figure 22: United Kingdom Oral Hygiene Expenditure Per Household (US$), by Category
Figure 23: United Kingdom Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 24: United Kingdom Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 25: United Kingdom Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: United Kingdom Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 27: United Kingdom Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 28: United Kingdom Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

Asda, Boots, Morrisons, Sainsbury's, Superdrug ,Tesco.

To order this report: The UK Oral Hygiene Market: What Consumers Use and Why?
http://www.reportlinker.com/p01862014/The-UK-Oral-Hygiene-Market-What-Consumers-Use-and-Why.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Oral_Care_Products

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