Synopsis
This report provides the results for the Oral Hygiene market in Germany 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 le
Summary
Why was the report written?
Marketers in the Oral Hygiene market in Germany 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 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 organized 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 so 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 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 Aldi Switching Analysis
7.2.3 Anton Schlecker Switching Analysis
7.2.4 Dirk Rossmann Gmbh Switching Analysis
7.2.5 dm-Drogeriemarkt Gmbh + Co.KG Switching Analysis
7.2.6 Edeka Switching Analysis
7.2.7 Lekkerland Gmbh & Co. KG Switching Analysis
7.2.8 Metro Group Switching Analysis
7.2.9 Rewe Group Switching Analysis
7.2.10 Schwarz Group Switching Analysis
7.2.11 Tengelmann Switching Analysis
7.2.12 Other Switching Analysis
7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.3.1 Aldi
7.3.2 Anton Schlecker
7.3.3 Dirk Rossmann Gmbh
7.3.4 dm-Drogeriemarkt Gmbh + Co.KG
7.3.5 Edeka
7.3.6 Metro Group
7.3.7 Rewe Group
7.3.8 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 – Euro Vs. US$, 2011
Table 3: Germany Survey Respondent Profile (weighted), 2011
Table 4: Germany Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: Germany Oral Hygiene Value Share (%), by Gender, 2011
Table 6: Germany Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Germany Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Germany Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Germany Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Germany Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: Germany Dental Floss Consumer Group Share (% market value), 2011
Table 12: Germany Denture Care Consumer Group Share (% market value), 2011
Table 13: Germany Mouthwash Consumer Group Share (% market value), 2011
Table 14: Germany Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: Germany Toothpaste Consumer Group Share (% market value), 2011
Table 16: Germany Total Breath Fresheners (non Confectionery) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Germany Total Dental Floss Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Germany Total Denture Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Germany Total Mouthwash Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Germany Total Toothbrushes & Replacement Heads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Germany Total Toothpaste Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Germany Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Germany Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Germany Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Germany Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Germany Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Germany Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Germany Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Germany Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Germany Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Germany Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Germany Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Germany Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Germany Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 35: Germany Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 36: Germany Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 37: Germany Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 38: Germany Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 39: Germany Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 40: Germany Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Germany Breath Fresheners (non Confectionery) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Germany Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Germany Denture Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Germany Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Germany Toothbrushes & Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Germany Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Germany, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Germany, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Germany, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Germany, Denture Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Germany, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Germany, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Germany, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Germany Oral Hygiene Market Value (Euro million), by Category, 2011
Table 55: Germany Oral Hygiene Market Value (US$ million), by Category, 2011
Table 56: Germany Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011
Table 57: Germany Oral Hygiene Market Share (US$ million), by Category, 2011
Table 58: Germany Oral Hygiene Expenditure Per Capita (Euro), by Category, 2011
Table 59: Germany Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 60: Germany Oral Hygiene Expenditure Per Household (Euro), by Category
Table 61: Germany Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: Germany Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 63: Germany Oral Hygiene Consumption Per Capita, by Category, 2011
Table 64: Germany Oral Hygiene Consumption Per Household, by Category, 2011
Table 65: Germany Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 66: Germany Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 67: Germany Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 68: Germany Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 69: Germany Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 70: Germany Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 71: Germany: Switchers to Aldi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Germany: Switchers From Aldi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Germany: Switchers to Anton Schlecker for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Germany: Switchers From Anton Schlecker for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Germany: Switchers to Dirk Rossmann Gmbh for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Germany: Switchers From Dirk Rossmann Gmbh for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Germany: Switchers to dm-Drogeriemarkt Gmbh + Co.KG for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Germany: Switchers From dm-Drogeriemarkt Gmbh + Co.KG for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Germany: Switchers to Edeka for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Germany: Switchers From Edeka for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Germany: Switchers to Lekkerland Gmbh & Co. KG for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Germany: Switchers to Metro Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Germany: Switchers From Metro Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Germany: Switchers to Rewe Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Germany: Switchers From Rewe Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Germany: Switchers to Schwarz Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Germany: Switchers From Schwarz Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Germany: Switchers to Tengelmann for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Germany: Switchers From Tengelmann for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Germany: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Germany: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Aldi (% by Subgroup, as tracked by the Survey), 2011
Table 93: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Anton Schlecker (% by Subgroup, as tracked by the Survey), 2011
Table 94: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Dirk Rossmann Gmbh (% by Subgroup, as tracked by the Survey), 2011
Table 95: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From dm-Drogeriemarkt Gmbh + Co.KG (% by Subgroup, as tracked by the Survey), 2011
Table 96: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Edeka (% by Subgroup, as tracked by the Survey), 2011
Table 97: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Metro Group (% by Subgroup, as tracked by the Survey), 2011
Table 98: Germany: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 99: Germany: 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: Germany Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Germany Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: Germany Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Germany Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Germany Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Germany Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Germany Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Germany Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Germany Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Germany Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Germany Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Germany Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Germany Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Germany Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Germany Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Germany Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Germany Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Germany Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Germany Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Germany Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: Germany Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: Germany Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: Germany Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 25: Germany Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: Germany Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 27: Germany Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 28: Germany Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 29: Germany Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 30: Germany: People Who Have Switched Retailer for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
