Consumer Trends in the Oral Hygiene Market in UK, 2011

Consumer Trends in the Oral Hygiene Market in UK, 2011

Category : Healthcare
Published On : March  2012
Pages : 100



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Synopsis
This report provides the results for the Oral Hygiene market in the UK 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.
Scope
Consumer survey data for the following specific categories: Breath Fresheners (non confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste. 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.
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.
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.
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 Exchange Rates
1.2.6 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
7.1.1 Retailer Volume Share in Oral Hygiene
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
7.2.2 Retail Share by Volume - Dental Floss
7.2.3 Retail Share by Volume - Denture Care
7.2.4 Retail Share by Volume - Mouthwash
7.2.5 Retail Share by Volume - Toothbrushes & Replacement Heads
7.2.6 Retail Share by Volume - Toothpaste
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Asda Switching Analysis
7.3.3 Boots Switching Analysis
7.3.4 Lloyds Switching Analysis
7.3.5 Morrisons Switching Analysis
7.3.6 Sainsbury's Switching Analysis
7.3.7 Saver Switching Analysis
7.3.8 Superdrug Switching Analysis
7.3.9 Tesco Switching Analysis
7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.4.1 Asda
7.4.2 Body Shop
7.4.3 Boots
7.4.4 Co-Op/Somerfield
7.4.5 Lloyds
7.4.6 Morrisons
7.4.7 Sainsbury's
7.4.8 Saver
7.4.9 Superdrug
7.4.10 Tesco
7.4.11 Waitrose
7.4.12 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List Of Table
Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate – GBP Vs. US$, 2011
Table 3: United Kingdom Survey Respondent Profile (weighted), 2011
Table 4: United Kingdom Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: United Kingdom Oral Hygiene Value Share (%), by Gender, 2011
Table 6: United Kingdom Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: United Kingdom Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: United Kingdom Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: United Kingdom Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: United Kingdom Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: United Kingdom Dental Floss Consumer Group Share (% market value), 2011
Table 12: United Kingdom Denture Care Consumer Group Share (% market value), 2011
Table 13: United Kingdom Mouthwash Consumer Group Share (% market value), 2011
Table 14: United Kingdom Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: United Kingdom Toothpaste Consumer Group Share (% market value), 2011
Table 16: United Kingdom Total Breath Fresheners (non Confectionery) Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United Kingdom Total Dental Floss Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United Kingdom Total Denture Care Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United Kingdom Total Mouthwash Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United Kingdom Total Toothbrushes & Replacement Heads Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United Kingdom Total Toothpaste Value (Pound Sterling millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: United Kingdom Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: United Kingdom Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: United Kingdom Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: United Kingdom Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: United Kingdom Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: United Kingdom Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: United Kingdom Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: United Kingdom Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: United Kingdom Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: United Kingdom Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: United Kingdom Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 35: United Kingdom Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 36: United Kingdom Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 37: United Kingdom Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 38: United Kingdom Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 39: United Kingdom Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 40: United Kingdom Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: United Kingdom Breath Fresheners (non Confectionery) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: United Kingdom Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: United Kingdom Denture Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: United Kingdom Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: United Kingdom Toothbrushes & Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: United Kingdom Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: United Kingdom, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: United Kingdom, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: United Kingdom, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: United Kingdom, Denture Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: United Kingdom, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: United Kingdom, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: United Kingdom, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: United Kingdom Oral Hygiene Market Value (Pound Sterling million), by Category, 2011
Table 55: United Kingdom Oral Hygiene Market Value (US$ million), by Category, 2011
Table 56: United Kingdom Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011
Table 57: United Kingdom Oral Hygiene Market Share (US$ million), by Category, 2011
Table 58: United Kingdom Oral Hygiene Expenditure Per Capita (Pound Sterling), by Category, 2011
Table 59: United Kingdom Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 60: United Kingdom Oral Hygiene Expenditure Per Household (Pound Sterling), by Category
Table 61: United Kingdom Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: United Kingdom Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 63: United Kingdom Oral Hygiene Consumption Per Capita, by Category, 2011
Table 64: United Kingdom Oral Hygiene Consumption Per Household, by Category, 2011
Table 65: United Kingdom Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 66: United Kingdom Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 67: United Kingdom Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 68: United Kingdom Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 69: United Kingdom Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 70: United Kingdom Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 71: United Kingdom: Switchers to Asda for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: United Kingdom: Switchers From Asda for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: United Kingdom: Switchers to Boots for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: United Kingdom: Switchers From Boots for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: United Kingdom: Switchers to Lloyds for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: United Kingdom: Switchers to Morrisons for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United Kingdom: Switchers From Morrisons for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: United Kingdom: Switchers to Sainsbury's for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: United Kingdom: Switchers From Sainsbury's for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: United Kingdom: Switchers to Saver for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: United Kingdom: Switchers to Superdrug for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: United Kingdom: Switchers From Superdrug for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: United Kingdom: Switchers to Tesco for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: United Kingdom: Switchers From Tesco for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: United Kingdom: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: United Kingdom: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Asda (% by Subgroup, as tracked by the Survey), 2011
Table 88: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Body Shop (% by Subgroup, as tracked by the Survey), 2011
Table 89: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Boots (% by Subgroup, as tracked by the Survey), 2011
Table 90: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Co-Op/Somerfield (% by Subgroup, as tracked by the Survey), 2011
Table 91: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Lloyds (% by Subgroup, as tracked by the Survey), 2011
Table 92: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Morrisons (% by Subgroup, as tracked by the Survey), 2011
Table 93: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Sainsbury's (% by Subgroup, as tracked by the Survey), 2011
Table 94: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Saver (% by Subgroup, as tracked by the Survey), 2011
Table 95: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Superdrug (% by Subgroup, as tracked by the Survey), 2011
Table 96: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Tesco (% by Subgroup, as tracked by the Survey), 2011
Table 97: United Kingdom: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Waitrose (% by Subgroup, as tracked by the Survey), 2011
Table 98: United Kingdom: 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 Kingdom Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: United Kingdom Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: United Kingdom Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United Kingdom Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United Kingdom Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: United Kingdom Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United Kingdom Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United Kingdom Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United Kingdom Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United Kingdom Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United Kingdom Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United Kingdom Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United Kingdom Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United Kingdom Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United Kingdom Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United Kingdom Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United Kingdom Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United Kingdom Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: United Kingdom Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: United Kingdom Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: United Kingdom Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: United Kingdom Oral Hygiene Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 25: United Kingdom Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: United Kingdom Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 27: United Kingdom Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 28: United Kingdom Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 29: United Kingdom Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 30: United Kingdom Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: United Kingdom: People Who Have Switched Retailer for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

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