Oral Hygiene - US - January 2005

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