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

NEW YORK, Nov. 12, 2013 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The US Oral Hygiene Market: What Consumers Use and Why?
http://www.reportlinker.com/p01862015/The-US-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 US 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 therefore recession has not affected their consumption pattern. Conversely, 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 US is dominated by two categories, Toothpastes& Mouthwash, which constitute nearly 64% of the market by value. The Toothbrush category is the next largest market with a 19% share by value, followed by Denture Care with a 9% share and Dental Floss with a 6% share. These market shares are high compared to other mature markets and indicate a general high awareness of different Oral Hygiene products among the US population.

Older Consumers dominate the Oral Hygiene market in the US, with a market share of 28% despite accounting for a quarter of the population. In contrast Early Young Adults have a market share of 11%, while accounting for 13% of the population, indicating that suppliers need to target this age group with marketing messages that will increase their consumption or encourage them to purchase more expensive Oral Hygiene products.

More men use Mouthwash than women, and they do so at a higher consumption frequency. For instance, 41% of men are Heavy frequency consumers of Mouthwash, compared to 34% of women.

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 31.3% share by value. This indicates an opportunity for high end Oral Hygiene products such as electric toothbrushes.

Private label has a penetration rate of only 1% in the Toothpaste category. However, private labels have penetration rates in excess of 10% in Breath Fresheners (non-confectionery), Denture Care, Dental Floss, and Mouthwash, indicating that retailers can enjoy significant shares in the Oral Hygiene market.
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 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 Costco
8.2.2 Kroger
8.2.3 Safeway
8.2.4 Wal-Mart
8.2.5 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

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

Table 17: United States Total Denture Care Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Mouthwash Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Total Toothbrushes and Replacement Heads Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: United States Total Toothpaste Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Table 27: United States Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 30: United States Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 31: United States Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 32: United States Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 33: United States Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Dental Floss Consumer Profiles (% consumers by sub-group), 2012
Table 35: United States Denture Care Consumer Profiles (% consumers by sub-group), 2012
Table 36: United States Mouthwash Consumer Profiles (% consumers by sub-group), 2012
Table 37: United States Toothbrushes and Replacement Heads Consumer Profiles (% consumers by sub-group), 2012
Table 38: United States Toothpaste Consumer Profiles (% consumers by sub-group), 2012
Table 39: United States Oral Hygiene Private Label Consumer Penetration (% Consumers Using), by Category, 2012

Table 40: United States Breath Fresheners (non Confectionery) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: United States Dental Floss Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: United States Denture Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: United States Mouthwash Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: United States Toothbrushes and Replacement Heads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: United States Toothpaste Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: United States, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: United States, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: United States, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: United States, Denture Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: United States, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: United States, Toothbrushes and Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: United States, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012

Table 53: United States Oral Hygiene Market Value (US Dollar million), by Category, 2012
Table 54: United States Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2012
Table 55: United States Oral Hygiene Market Value(US$ million), by Category, 2012
Table 56: United States Oral Hygiene Expenditure Per Capita (US Dollar), by Category, 2012
Table 57: United States Oral Hygiene Expenditure Per Household (US Dollar), by Category
Table 58: United States Oral Hygiene Market Volume (Units m Ltrs m) by Category, 2012
Table 59: United States Oral Hygiene Consumption Per by Category, 2012
Table 60: United States Oral Hygiene Consumption Per Household by Category, 2012
Table 61: United States Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 62: United States Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 63: United States Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 64: United States Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 65: United States Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2012
Table 66: United States Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 67: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 68: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 69: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 70: United States: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 71: United States: 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 States Oral Hygiene Value Share (%), by Age Groups, 2012
Figure 3: United States Oral Hygiene Value Share (%), by Gender, 2012
Figure 4: United States Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Oral Hygiene Value Share (%) by Wealth Groups, 2012
Figure 7: United States Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012

Figure 16: United States Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: United States Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: United States Oral Hygiene Market Share (US$ million), by Category, 2012
Figure 21: United States Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Figure 22: United States Oral Hygiene Expenditure Per Household (US$), by Category
Figure 23: United States Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 24: United States Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 25: United States Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: United States Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 27: United States Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2012
Figure 28: United States Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

Costco, Kroger, Safeway, Walmart


To order this report: The US Oral Hygiene Market: What Consumers Use and Why?
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