Consumer Trends in the Oral Hygiene Market in the US, 2011

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Consumer Trends in the Oral Hygiene Market in the US, 2011

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Synopsis

This report provides the results for the Oral Hygiene market in the US from Canadean's unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 increased amount of discount and own-brand products. Toothbrushes and Toothpaste are considered essential items and therefore 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 sales across 26 consumer groups – providing through the data 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.

Scope

Consumer survey data for the following specific categories: the Breath Fresheners (non confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste markets.

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

Men account for 51% of the Oral Hygiene market in the US despite accounting for 49% of the population. This indicates that they may be more open to consuming premium products.

Analysis reveals that the Affluent wealth group is the biggest contributor to the Oral hygiene market with 31.4% share by value. This indicates an opportunity for high end Oral Hygiene products like electric toothbrushes.

Private label has a penetration rate of only 1% in the Toothpaste product category. However, private labels have penetration rates in excess of 10% in Breath Fresheners (non confectionery), Denture Care and Dental Floss, indicating that retailers can enjoy significant shares in the Oral Hygiene market.

Table of Contents

1 Introduction

1.1 What is this Report About?

1.2 Definitions

1.2.1 Consumer Trends

1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)

1.2.3 End Consumers

1.2.4 Volume Units and Aggregations

1.2.5 Population Profiles (for interpretation of tables and charts)

1.3 Methodology

1.3.1 Introduction

1.3.2 Large scale, international, program of online consumer surveys

1.3.3 Nationally Representative results (age, gender)

1.3.4 Parents answered on their children's behalf

1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories

1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

2.1 Cohort Groups and Oral Hygiene Market Value

2.1.1 Age Groups

2.1.2 Gender Groups

2.1.3 Location Groups

2.1.4 Education Achieved Groups

2.1.5 Wealth Groups

2.1.6 Busy Lives Groups

2.2 Cohort Groups and Market Value by Category

2.2.1 Breath Fresheners (non Confectionery)

2.2.2 Dental Floss

2.2.3 Denture Care

2.2.4 Mouthwash

2.2.5 Toothbrushes & Replacement Heads

2.2.6 Toothpaste

2.3 Behavioral Trends and Market Value

2.3.1 Breath Fresheners (non Confectionery)

2.3.2 Dental Floss

2.3.3 Denture Care

2.3.4 Mouthwash

2.3.5 Toothbrushes & Replacement Heads

2.3.6 Toothpaste

3 Consumption Analysis

3.1 Consumption Frequencies by Age and Gender

3.1.1 Breath Fresheners (non Confectionery)

3.1.2 Dental Floss

3.1.3 Denture Care

3.1.4 Mouthwash

3.1.5 Toothbrushes & Replacement Heads

3.1.6 Toothpaste

3.2 Consumer Profiles by Product 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 & Replacement Heads

3.2.6 Toothpaste

4 Brand vs. Private Label Choices

4.1 Brand vs. Private Label Volume Share

4.1.1 By Category

4.2 Oral Hygiene Brand Choice and Private Label Shares

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 & Replacement Heads

4.2.6 Toothpaste

5 The Share of Consumers Influenced by Trends

5.1 Trend Drivers of Consumers' Product Choices

5.1.1 Overall Oral Hygiene

5.1.2 Breath Fresheners (non Confectionery)

5.1.3 Dental Floss

5.1.4 Denture Care

5.1.5 Mouthwash

5.1.6 Toothbrushes & Replacement Heads

5.1.7 Toothpaste

6 Consumption Impact: Market Valuation

6.1 Oral Hygiene Value Impact of Consumer Consumption Behavior

6.1.1 Market Value by Category

6.1.2 Market Volume by Category

6.2 Oral Hygiene Value Analysis by Category

6.2.1 Share by Category

6.2.2 Expenditure per Capita by Category

6.2.3 Expenditure per Household by Category

6.3 Oral Hygiene Volume Impact of Consumer Behavior Trends

6.3.1 Share by Category

6.3.2 Consumption per Capita by Category

6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

7.1 Retailer Volume Share by Category

7.1.1 Retail Share by Volume - Breath Fresheners (non Confectionery)

7.1.2 Retail Share by Volume - Dental Floss

7.1.3 Retail Share by Volume - Denture Care

7.1.4 Retail Share by Volume - Mouthwash

7.1.5 Retail Share by Volume - Toothbrushes & Replacement Heads

7.1.6 Retail Share by Volume - Toothpaste

7.2 Levels of Retailer Switching in the Last Six Months

7.2.1 Matrix of Switching Behavior in Last Six Months of 2011

7.2.2 Costco Switching Analysis

7.2.3 Kroger Switching Analysis

7.2.4 Publix Switching Analysis

7.2.5 Safeway Switching Analysis

7.2.6 Wal-Mart Switching Analysis

7.2.7 Other Switching Analysis

7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used

7.3.1 Costco

7.3.2 Kroger

7.3.3 Safeway

7.3.4 Wal-Mart

7.3.5 Other

8 Appendix

8.1 About Canadean

8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market

Table 2: United States Survey Respondent Profile (weighted), 2011

Table 3: United States Oral Hygiene Value Share (%), by Age Groups, 2011

Table 4: United States Oral Hygiene Value Share (%), by Gender, 2011

Table 5: United States Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011

Table 6: United States Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011

Table 7: United States Oral Hygiene Value Share (%) by Wealth Groups, 2011

Table 8: United States Oral Hygiene Value Share (%) by Busy Lives Groups, 2011

Table 9: United States Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011

Table 10: United States Dental Floss Consumer Group Share (% market value), 2011

Table 11: United States Denture Care Consumer Group Share (% market value), 2011

Table 12: United States Mouthwash Consumer Group Share (% market value), 2011

Table 13: United States Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011

Table 14: United States Toothpaste Consumer Group Share (% market value), 2011

Table 15: United States Total Breath Fresheners (non Confectionery) Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 16: United States Total Dental Floss Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 17: United States Total Denture Care Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 18: United States Total Mouthwash Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 19: United States Total Toothbrushes & Replacement Heads Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 20: United States Total Toothpaste Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011

Table 21: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 22: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 23: United States Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 24: United States Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 25: United States Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 26: United States Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 27: United States Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 28: United States Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 29: United States Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 30: United States Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 31: United States Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 32: United States Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 33: United States Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011

Table 34: United States Dental Floss Consumer Profiles (% consumers by sub-group), 2011

Table 35: United States Denture Care Consumer Profiles (% consumers by sub-group), 2011

Table 36: United States Mouthwash Consumer Profiles (% consumers by sub-group), 2011

Table 37: United States Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011

Table 38: United States Toothpaste Consumer Profiles (% consumers by sub-group), 2011

Table 39: United States Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011

Table 40: United States Breath Fresheners (non Confectionery) Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 41: United States Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 42: United States Denture Care Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 43: United States Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 44: United States Toothbrushes & Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 45: United States Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011

Table 46: United States, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 47: United States, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 48: United States, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 49: United States, Denture Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 50: United States, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 51: United States, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 52: United States, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011

Table 53: United States Oral Hygiene Market Value (US Dollar million), by Category, 2011

Table 54: United States Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011

Table 55: United States Oral Hygiene Market Share (US$ million), by Category, 2011

Table 56: United States Oral Hygiene Expenditure Per Capita (US Dollar), by Category, 2011

Table 57: United States Oral Hygiene Expenditure Per Household (US Dollar), by Category

Table 58: United States Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011

Table 59: United States Oral Hygiene Consumption Per Capita, by Category, 2011

Table 60: United States Oral Hygiene Consumption Per Household, by Category, 2011

Table 61: United States Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011

Table 62: United States Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011

Table 63: United States Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Table 64: United States Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Table 65: United States Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011

Table 66: United States Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Table 67: United States: Switchers to Costco for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 68: United States: Switchers From Costco for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 69: United States: Switchers to Kroger for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 70: United States: Switchers From Kroger for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 71: United States: Switchers to Publix for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 72: United States: Switchers to Safeway for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 73: United States: Switchers to Wal-Mart for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 74: United States: Switchers From Wal-Mart for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 75: United States: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 76: United States: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Table 77: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011

Table 78: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011

Table 79: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011

Table 80: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011

Table 81: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology

Figure 2: United States Oral Hygiene Value Share (%), by Age Groups, 2011

Figure 3: United States Oral Hygiene Value Share (%), by Gender, 2011

Figure 4: United States Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011

Figure 5: United States Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011

Figure 6: United States Oral Hygiene Value Share (%) by Wealth Groups, 2011

Figure 7: United States Oral Hygiene Value Share (%) by Busy Lives Groups, 2011

Figure 8: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 9: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 10: United States Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 11: United States Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 12: United States Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 13: United States Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 14: United States Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 15: United States Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 16: United States Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 17: United States Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 18: United States Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 19: United States Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 20: United States Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011

Figure 21: United States Oral Hygiene Market Share (US$ million), by Category, 2011

Figure 22: United States Oral Hygiene Expenditure Per Capita (US$), by Category, 2011

Figure 23: United States Oral Hygiene Expenditure Per Household (US$), by Category

Figure 24: United States Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011

Figure 25: United States Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011

Figure 26: United States Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Figure 27: United States Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Figure 28: United States Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011

Figure 29: United States Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011

Figure 30: United States: People Who Have Switched Retailer for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

Companies Mentioned

To order this report:

Oral Care Products Industry: Consumer Trends in the Oral Hygiene Market in the US, 2011

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