A sector which has grown slowly within the last few years – the oral care market is about engaging with consumers and providing an easy option for their dental care routine.
- The oral care market is expected to amount to £1,212m in 2019. The market is expected to come to a growth of 1.7% annually. (CAGR 2019-2023).
- Toothpaste products account for the largest share in the oral care market.
Social factors, health concerns and an emerging change in lifestyles are key trends that drive this market and are predicted to cause 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. Fitting in the time to brush 2/3 times a day is becoming less likely.
How Important Is The Market To Consumers?
Offering the right products and increasing your customer’s 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 worries.
In terms of brushing, 72% of people said they brush their teeth at least twice per day. Which 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 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 appear 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 complimentary goods.
Price-marked packs are a beneficial selling point for retailers with dental care products. These are seen as 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 have released toothbrushes aimed at appealing to children by using branding of their favourite characters. Colgate 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 have 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: Oral Care
In a sector that has seen a slow-down in growth that is expected to remain for 2019, it’s important that retailers focus in on making their customers aware of the oral hygiene stock they have available. Encouraging positive dental care especially among children can foster brand loyalty which is why 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 & floss.
Stocking up on