Oral Hygiene - Ireland - March 2006

Table of Contents

• Introduction and Abbreviations
• Definitions
• Socio-economic group
• Lifestage categories
• Geographical, national and regional definitions
• Conversion factors
• BMRB Target Group Index sample sizes
• Abbreviations
• Executive Summary
• Economic climate conducive to growth
• Socio-economic classification improving
• Population and age demographic shifting
• Dental health infrastructure
• Market size
• Consumer data
• Females more geared towards oral hygiene
• Affluence does not equal better oral hygiene
• Low usage statistics for the elderly
• Future defined through innovation
• Market Drivers
• Economic climate
• Socio-economic changes
  • Figure 1: Breakdown of population, bysocio-economic classification, NI, 2001-05
  • Figure 2: Breakdown of population, bysocio-economic classification, RoI, 2001-05
• Consumer expenditure continues to rise
  • Figure 3: Economic Indicators for NI andRoI, 2002-05
• Population and age demographic changes
  • Figure 4: Population distribution, by age,NI, 1998-2008
  • Figure 5: Population distribution, by age,RoI, 1998-2008
  • Figure 6: Percentage of adults who havehealthy/untreated teeth, by age, NI, 1978-98
• Dental care in Ireland
  • Figure 7: Number of registered dentistsand number of patients per dentist, NI and RoI, 2000-05
• Product innovation vital
• Dental education schemes
• Diet is a major factor in oral health
• Use of fluoride in water supply
• Market Size
  • Figure 8: Retail sales of oral hygieneproducts, NI, RoI and all-Ireland, 2000-05
• Market Segmentation
  • Figure 9: Retail sales of oral hygieneproducts, by market segment, NI and RoI, 2005
• Toothpaste market stagnant
  • Figure 10: Retail sales of toothpaste, NIand RoI, 2000-05
  • Figure 11: Retail sales of toothbrushes,NI and RoI, 2000-05
• Mouthwash market showing strong levels of growth
  • Figure 12: Retail sales of mouthwash, NIand RoI, 2000-05
• NPD encouraging growth of minor markets
  • Figure 13: Retail sales of other oralhygiene products, NI and RoI, 2000-05
• Supply Structure
• Church & Dwight Co.
• Arm & Hammer (Church & Dwight)
  • Figure 14: Arm & Hammer's range oforal hygiene products, 2006
• Pearl Drops (Church & Dwight Co.)
  • Figure 15: Pearl Drops' range of oralhygiene products, 2006
• Colgate-Palmolive
  • Figure 16: Colgate's range of oralhygiene products, 2006
• Combe Incorporated
  • Figure 17: Sea-Bond's range of denturehygiene products, 2006
• GlaxoSmithKline (GSK)
• Aquafresh (GSK)
  • Figure 18: Aquafresh range of products,2006
• Macleans (GSK)
  • Figure 19: Macleans' range of oralhygiene products, 2006
• Sensodyne (GSK)
  • Figure 20: Sensodyne's range of oralhygiene products, 2006
• Polident / Poligrip (GSK)
  • Figure 21: Poligrip / Polident's rangeof denture care products, 2006
• Johnson & Johnson
• Reach (Johnson & Johnson)
• Pfizer
• Listerine (Pfizer)
  • Figure 22: Listerine's range of oralhygiene products, 2006
• Procter & Gamble
• Crest (Procter & Gamble)
  • Figure 23: Crest's range of oral hygieneproducts, 2006
• Fixodent (Procter & Gamble)
  • Figure 24: Fixodent's range of denturehygiene products, 2006
• Oral-B (Procter & Gamble)
  • Figure 25: Oral-B's range of oralhygiene products, 2006
• Reckitt Benckiser
• Wrigley's
• Own-brand
• Boots
  • Figure 26: Boots' range of oral hygieneproducts, 2006
• New Product Development
• Distribution
  • Figure 27: Retailers' share of the oralhygiene market, by type of outlet, NI and RoI, 2005
• Grocery multiples
• Independent retailers
• Chemists
• Dentists
• E-commerce growing in the oral hygiene market
• The Consumer
• Toothpaste
• Heavy use increasing
  • Figure 28: Penetration of toothpaste, bylevel of usage, NI and RoI, 2003 and 2005
  • Figure 29: Frequency of toothpaste use, NIand RoI, 2005
• Increased heavy use helps salesNI and RoI witnessing conflicting trends
  • Figure 30: Penetration of toothpaste, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Growth in RoI conflicting with NI decline
• Heavy usage increasing among prosperous
  • Figure 31: Heavy toothpaste use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Females once again dominate heavy usage
• Singletons heaviest toothpaste users
• Medium use of toothpaste most prevalent among men and elderly
  • Figure 32: Medium toothpaste use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Medium use extremely low among ABs in NI
• Increased medium use among 25-34-year-olds
• Light usage declining in NI and RoI
  • Figure 33: Light toothpaste use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Male population rejecting light usage
• Light usage most common among youth
• Toothbrushes
• RoI still not adapting to electric toothbrushes
  • Figure 34: Penetration of toothbrushes, bytype of brush and level of usage, NI and RoI, 2003 and 2005
• Heavy toothbrush usage increasing in both markets
• Majority of population using four or five toothbrushes per year
  • Figure 35: Number of toothbrushes used peryear, all users, NI and RoI, 2005
• Consumers following dentists' advice
• Electric toothbrushes more popular in NI
  • Figure 36: Penetration of electrictoothbrushes, by gender, age, socio-economic group, marital status andlifestage, NI and RoI, 2003 and 2005
• Women turning their backs on electric toothbrushes
• Affluent more inclined to use electric toothbrushes
• Less demand from youth
• Females remain faithful to standard toothbrushes
  • Figure 37: Penetration of standardtoothbrushes, by gender, age, socio-economic group, marital status andlifestage, NI and RoI, 2003 and 2005
• Women still prefer standard toothbrushes
• Low penetration amongst elderly
• Heavy toothbrush usage common among younger consumers
  • Figure 38: Heavy toothbrush use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Heavy toothbrush usage more prevalent among females
• Socio-economic status makes little difference in relation to heavyusage
• Youth heaviest users of toothbrushes
• Females tend to be medium users of toothbrushes
  • Figure 39: Medium toothbrush use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Increased medium use among affluent
• Middle-aged groups proponents of medium use
• Males more likely to be light users of toothbrushes
  • Figure 40: Light toothbrush use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• NI dominates light usage category
• Married couples neglect their toothbrush
• Mouthwash
• Mouthwash usage more common in RoI
  • Figure 41: Penetration of mouthwash, bylevel of usage, NI and RoI, 2003 and 2005
• Females prefer a fresh mouth
  • Figure 42: Penetration of mouthwash, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Socio-economic classification does not affect mouthwash usage
• Mouthwash popular among younger consumers
• Heavy use of mouthwash increasing among young
  • Figure 43: Heavy mouthwash use, by gender,age, socio-economic group, marital status and lifestage, NI and RoI,2003 and 2005
• Females more likely to be heavy users of mouthwash
• Prosperous less inclined to use mouthwash
• Heavy mouthwash use waning among married couples
• Older consumers less inclined to be heavy mouthwash users
• Medium use of mouthwash increasing at expense of light use
  • Figure 44: Medium mouthwash use, bygender, age, socio-economic group, marital status and lifestage, NI andRoI, 2003 and 2005
• Medium use increasing among lower socio-economic groups
• Medium usage of mouthwash in NI lowest among singletons
• Light use of mouthwash declining in both markets
  • Figure 45: Light mouthwash use, by gender,age, socio-economic group, marital status and lifestage, NI and RoI,2003 and 2005
• Declining light usage of mouthwash seen among males
• The Future
• Innovation promoting growth
• Dental care issues
• Supply structure to remain stable
• Emphasis of distribution changing
• Increased heavy toothbrush and toothpaste usage
• Forecast
  • Figure 46: Forecast of retail sales oforal hygiene products, NI and RoI, 2000-09