The oral care market has grown and developed over the last few years which has led to companies better engagement with consumers and providing new options for their dental care routines.
- The oral care market is expected to amount to £1,212m in 2019 with expected growth of 1.7% annually. (CAGR 2019-2023).
- Toothpaste products account for the largest share in the oral care market.
Social pressures, health concerns and an emerging change in consumer lifestyles are key trends that have driven the market, with predictions of more major changes to the oral care section over the coming years.
Socially, we are seeing an increase in single-person households with family sizes decreasing.
People are spending less time at home as many consumers admit to eating breakfast at work, meaning fitting in the time to clean teeth 2 to 3 times a day is becoming less likely.
How Important is the Oral Market to Consumers?
Offering the right products and increasing your customers access to dental care products may see an increase in your sales – but do consumers care about oral hygiene? The answer is YES!
Surveys by Denplan found that 77% of participants said that they visit a dentist regularly (roughly once or twice per year). The main issue consumers seem to have about visiting the dentist is the financial cost.
52% of adults said they would cancel a dentist appointment if they were going through financial difficulties.
In terms of brushing, 72% of people said they brush their teeth at least twice per day. This concludes that roughly 3/4 of consumers care about oral hygiene and will often purchase oral care products as part of their weekly shop.
What Oral Products are Out There?
The largest brands within the oral care market appear to be Colgate-Palmolive, Johnson & Johnson and Procter & Gamble.
The reputation of these brands is known throughout the UK as being trustworthy and beneficial to oral hygiene.
A focus for many products appears to be on teeth whitening with products like Arm & Hammer Baking Soda Toothpaste aimed at consumers who want a stronger product than traditional toothpaste.
Consumers seem to stick to the same brand when purchasing both toothpaste and mouthwash. Products like Colgate Plax Mint Mouthwash and Colgate Maximum Cavity Protection are often purchased together as they’re seen as complementary goods.
Price-marked packs are a beneficial selling point for retailers with dental care products. These are seen as a better value to shoppers and can often increase brand awareness with the only drawback being that prices are decided on a national level.
Children’s Dental Care
It’s no surprise that getting children motivated to care for their oral hygiene is not an easy task.
Almost two-thirds of parents find it difficult to get their children to brush their teeth the recommended twice per day. Parents are continually trying to find ways to make brushing more fun for children which suppliers have caught onto.
Many oral hygiene brands aimed at children have adopted creating products with brand mascots involved. Colgate has released toothbrushes aimed at appealing to children by using the branding of their favourite characters. Barbie, Minions and Spider-Man are used to encourage children to enjoy brushing and stocking up on these goods can be beneficial to your business.
Oral B has even introduced children’s electric toothbrushes to the market which has seen an increase in usage as it can be seen as a more fun way to traditional brushing.
Advice to Retailers on Oral Care Products
In a sector that has seen a slow-down in growth that is expected to remain for 2019, it’s important that retailers focus on making their customers aware of the oral hygiene stock they have available.
Encouraging positive dental care, especially among children, can foster brand loyalty, so it’s important to appeal to both young and old.
Deciding between products to stock, it’s important to remember that toothpaste is the largest segment of the market with toothbrushes coming in second. With this in mind, it’s important to stock dental care with the ratio of 3:2:1 in terms of toothpaste products, toothbrushes, mouthwash and floss.