Oral Care - The Consumer - US - June 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data for this report
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Highlights
• Dental offices present an opportunity to reach those who care about oral care
• Women shop for the whole family
• Young adults most interested in a bright smile
• Minorities offer potential to drive oral care growth
• Education propels awareness
• Children' s products ready for growth
• Topline Results and the Role of the Dental Office
• Introduction
• Visiting the hygienist
  • Figure 1: Any visits to a hygienist, by gender, age and income, March 2007
• The role of professionals in recommending products
  • Figure 2: Interest in professional recommendations, by visits to hygienist, March 2007
• Frequency of oral hygiene product use
  • Figure 3: Frequency of oral hygeine product use, January-October 2006
  • Figure 4: Oral care products frequency of use, March 2007
  • Figure 5: Flossing frequency, by visits to hygienist, March 2007
• Attitudes and usage of floss and alternatives to floss
  • Figure 6: Use of any type of flossing device or a waterpik, by four demographic criteria, March 2007
  • Figure 7: Reasons for not flossing, by visits to hygienist, March 2007
  • Figure 8: Opinions about flossing, by visits to the hygienist, March 2007
• Oral pain
  • Figure 9: Use of treatments for oral pain, March 2007
• Those who visit the hygienist more likely to shop for the whole household
  • Figure 10: Purchase oral care products for others, by visits to hygienist, March 2007
• Use of power toothbrushes
• The desirability of specific product claims in toothpaste and mouthwash
  • Figure 11: Comparison of product claim desirability for mouthwash and toothpaste, March 2007
  • Figure 12: Willingness to pay premiums for specific toothpaste properties, by visits to hygienist, March 2007
• General attitudes toward oral care
  • Figure 13: General attitudes to oral hygiene, by visits to hygienist, March 2007
• Problem-solution products
  • Figure 14: Need for problem-solution products, by visits to hygienist, March 2007
• Portable products
  • Figure 15: Attitudes toward and usage of portable oral care, by visits to dental hygienist, March 2007
• Attitudes toward branding
  • Figure 16: Attitudes toward brand, by visits to hygienist, March 2007
• Preferences for specific types of products
  • Figure 17: Attitudes toward specific oral care product types, March 2007
• Cosmetics and the impression that a clean mouth makes on others
  • Figure 18: Cosmetic impressions, March 2007
• Communicating with consumers
  • Figure 19: Communicating with consumers, March 2007
• What oral care problems cause concern
  • Figure 20: Oral problems that cause concern, by visits to hygienist, March 2007
• Use of whitening products
  • Figure 21: Use of whitening products, by visits to hygienist, March 2007
• Satisfaction with whitening products and procedures
  • Figure 22: Satisfaction with whitening products/services, by gender, March 2007
• Role of Gender
• Overview
• Special products for women
• Visits to oral care professionals
  • Figure 23: Usage of professional services, by gender, March 2007
• Women are the primary shoppers for oral care
  • Figure 24: Purchasing for self and others, by gender, March 2007
• Feature preferences in toothpaste
  • Figure 25: Willingness to pay premiums for specific toothpaste properties, by gender, March 2007
• General attitudes toward oral care
  • Figure 26: Attitudes towards oral care, by gender, March 2007
• Problem-solution products
  • Figure 27: Need for and attitudes toward problem-solution products, by gender, March 2007
• Use of floss
  • Figure 28: Use of dental floss, by gender, March 2007
• Portable products
  • Figure 29: Attitudes toward and usage of portable oral care, by gender, March 2007
• Attitudes toward trying new oral care products
  • Figure 30: Attitudes toward trying new products, by gender, March 2007
• Men more likely to enjoy burning sensation from mouthwash
• Women have a keener interest in white teeth and a great smile
  • Figure 31: Opinions about smiles and teeth whitening, by gender, March 2007
• Communicating with consumers
  • Figure 32: Openness to corporate communications, by gender, March 2007
• What oral care problems cause concern
  • Figure 33: Level of concern regarding potential oral care problems, by gender, March 2007
• Use of whitening products
  • Figure 34: Use of whitening products, by gender, March 2007
• Women who prioritize oral care
  • Figure 35: Women who prioritize oral care, by age, and visiting the hygienist, March 2007
• Impact of Age
• Introduction
• Older Americans offer potential market growth
• Specialty products for seniors
• Age trends in America
  • Figure 36: Population by age, 2002-12
• Toothpaste feature choices
  • Figure 37: Type of toothpaste used, by age, January 2006-October 2006
• Visits to oral care professionals
  • Figure 38: Usage of professional services, by age, March 2007
• Shopping for the whole family
  • Figure 39: Primary oral care buyer, by age, March 2007
• Desirability of specific product claims in toothpaste
  • Figure 40: Willingness to pay extra for toothpaste product features, by age, March 2007
• General attitudes toward oral care and teeth whitening
  • Figure 41: Attitudes towards oral care, by age, March 2007
• Portable products
  • Figure 42: Portable oral care product usage, by age, March 2007
• Brand loyalty
  • Figure 43: Opinions about branding of oral care products, by age, March 2007
• Product preferences
  • Figure 44: Product preferences, by age, March 2007
• Cosmetics and the impression that a clean mouth makes on others
  • Figure 45: Concern with appearance of gums and teeth, by age, March 2007
• Communicating with consumers
  • Figure 46: Willingness to entertain point-of-sale and other communications, by age, March 2007
• Penetration of oral problems and procedures
  • Figure 47: Oral problems and professional treatments, by age, March 2007
• Use of whitening products
  • Figure 48: Use of whitening products, by age, March 2007
• Reasons for not using OTC whitening kits
  • Figure 49: Reasons for not using OTC whitening kits, by age, March 2007
• Household Income and Education
• Introduction
• Reaching low-education households
• Trends in household income
  • Figure 50: Distribution of households, by income (in current dollars), 1999 and 2005
  • Figure 51: Change in number of households per income bracket, 1999-2005
• Use of whitening toothpaste
• Visits to oral care professionals
  • Figure 52: Usage of professional services, by household income, March 2007
• General attitudes toward oral care
  • Figure 53: Attitudes towards oral care, by household income, March 2007
• Impact of education on oral care habits and perspectives
  • Figure 54: Oral care attitudes and behavior, by education, March 2007
• Impact of Race/Ethnicity
• Introduction
  • Figure 55: Population by race and Hispanic origin, 2002-12
• Type of toothpaste used
  • Figure 56: Type of toothpaste used, by race, January-October 2006
• Frequency of oral hygiene product use
  • Figure 57: Frequency of oral hygeine product use, by race, January 2006-October 2006
• Visits to the hygienist
• The desirability of specific product claims in toothpaste and mouthwash
  • Figure 58: Willingness to pay more for specific toothpaste product features, by race/ethnicity, March 2007
• General attitudes toward oral care
  • Figure 59: Attitudes towards oral care, by race/ethnicity, March 2007
• Portable products
  • Figure 60: Use of portable oral care away from home, by race/ethnicity, March 2007
• Brand loyalty and interest in samples
  • Figure 61: Brand loyalty and interest in samples, by race/ethnicity, March 2007
• Preferences for specific types of products
  • Figure 62: Opinions about smiles and oral care products, by race/ethnicity, March 2007
• Communicating with consumers
  • Figure 63: Interest in corporate communication, by race/ethnicity, March 2007
• Use of whitening products
  • Figure 64: Use of whitening products, by race/ethnicity, March 2007
• Teens and Kids
• Use of mouthwash rising among kids
• Parental attitudes toward oral care products for children
  • Figure 65: Parental attitudes toward children' s oral care products, by gender, March 2007
• Dentures and Related Products
• Introduction
• Denture Adhesive
• Reported brand usage
• Denture cleaners
• Brand Preferences
• Brand of toothpaste used
  • Figure 66: Brand of toothpaste used, 2003,2004, 2005, and 2006
  • Figure 67: Brand of toothpaste used, by age, January-October 2006
  • Figure 68: Brand of toothpaste used, by race/ethnicity, January 2006-October 2006
  • Figure 69: Brand of toothpaste used, by household income, January-October 2006
• Brand of power toothbrush used
  • Figure 70: Brand of power toothbrush used, 2003, 2004, 2005 and 2006
  • Figure 71: Brand of power toothbrush used, by age, January-October 2006
  • Figure 72: Brand of power toothbrush used, by race/ethnicity, January-October 2006
  • Figure 73: Brand of power toothbrush used, by household income, January-October 2006
• Brand of manual toothbrush used
  • Figure 74: Brand of power toothbrush used, 2003, 2004, 2005 and 2006
  • Figure 75: Brand of toothbrush used, by age, January 2006-October 2006
  • Figure 76: Brand of toothbrush used, by household income, January-October 2006
• Brand of tooth whitener used
  • Figure 77: Brand of tooth whitener used, January-October 2006
• Appendix: Trade Associations