Published on April 26, 2014
Consumer and Innovation Trends in Oral Hygiene 2014 Toothpaste, toothbrushes, mouthwash, denture care, and dental floss Category Series. Published March 2014 Consumer Insight
Contents 1. Introduction • Coverage snapshot • Market snapshot • Innovation snapshot • Trend snapshot (incl. TrendSights framework) 2. Health & Wellness • Overview & SWOT analysis • Oral health concerns • Natural & organic • Functional oral care 3. Easy & Affordable • Overview & SWOT analysis • On-the-go • Multifunctional hygiene • Private label 4. Individualism & Expression • Overview & SWOT analysis • Customization opportunities • Visual culture • Right-for-me 2 5. Comfort & Uncertainty • Overview & SWOT analysis • Simplifying product choice • Brand loyalty • At-home solutions 6. Sensory & Indulgence • Overview & SWOT analysis • Experimentation 7. Smart & Connected • Overview & SWOT analysis • Informed consumers • Social media engagement • Smart living 8. Evolving Landscapes • Overview & SWOT analysis • Aging populations • Emerging markets 9. Sustainability & Ethics • Overview & SWOT analysis • Environmentally friendly packaging 10. Conclusions 11. Appendix 7 8 9 10 13 16 17 19 30 42 45 46 48 56 62 66 67 69 71 79 87 88 90 91 94 98 99 101 108 109 111 112 113 117 118 120 124 129 130 132 137 141
Health & Wellness Consumers are increasingly aware of the issues affecting their oral health Source:  FDI World Dental Federation 2014; Datamonitor Consumer Survey 2011;  Datamonitor Consumer Survey 2013 3 Overview Oral health concerns Natural & organic Functional oral care Consumers place a high level of importance on maintaining oral hygiene A very high level of basic awareness about the significance of maintaining oral health among consumers is apparent, with 83% of consumers regarding it as important or very important2. This can be attributed to consumers having greater access to dental care and exposure of oral hygiene issues/products in the media and everyday life. This has led to greater demand for oral hygiene products which both address and prevent oral care issues such as plaque buildup and bad breath. A larger percentage of women attached importance to oral health than men in 2011. While this can be attributed to greater consciousness regarding their appearance (the percentage of men who found it important/very important to look their best in day-to-day life is 10 percentage points lower than the percentage of women),3 the male demographic represents a potentially lucrative opportunity to be targeted with male-focused marketing and products that convey the importance of a consistent oral hygiene routine as well as education regarding the potential consequences of not following a specific regime. 90% of the world’s population will suffer from oral disease in their lifetime ranging from caries, periodontal diseases and tooth decay to oral cancer.1 5–10% of public health expenditure in high-income countries is related to oral health.1 Although in developed countries, the burden of oral diseases is decreasing, gum complications are more common, especially in older people.1 78% of global males 88% of global females Find taking care of their oral health (e.g. teeth, gums) important or very important.2 Women appear to have a better understanding of the importance of taking care of their oral hygiene. However this is also likely to be linked to the cosmetic benefits of oral care. Access the full report
Easy & Affordable Waterless solutions deliver instant results for on-the-go, hygiene conscious consumers Source: Datamonitor’s Product Launch Analytics;  Frescoryl Website Italy 2014, – Images: Frescoryl Website 2014;  Rolly Brush Website 2014, – Image: Rolly Brush Website 2014 4 Overview On-the-go Multifunctional hygiene Private label Frescoryl Polar Ice Chewing Toothpaste by PharmMatt The product is a chewable toothpaste in the form of a tablet which requires no brushing or water to be effective and ensures complete oral hygiene immediately with a combined whitening effect. The product is designed to be used in situations such as after a meal on-the-go, at the office, or after coffee. The packaging is also lightweight and compact to facilitate using the product outside the home.1 Rolly Mini Brush by Rolly A new disposable, waterless, and chewable toothbrush which is portable, discreet and easy to dispose of. The product is targeted at consumers with busy lifestyles and is designed for use when consumers cannot use/access a traditional toothbrush and toothpaste. The product contains xylitol and fluoride as well as 276 mini-bristles so it cleans and protects like a normal toothbrush. It is simple to use and the consumer needs only to chew the Rolly brush for 2–3 minutes and then dispose of the product.2 Access the full report
Individualism & Expression Case study: Slim Sonic Portable Electric Toothbrush by Violight Source: Datamonitor analysis 1] Violight Website 2014; – Image: Violight Website 2014 5 Allowing consumers to personalize their choices The Slim Sonic Portable Electric Toothbrush is the first electric, portable toothbrush with a vented mascara style cap by US-based Violight Inc. While not a customizable, the Slim Sonic does allow consumers to express their individuality and personal preferences using a wide range of bright colors and patterns which consumers can pick from in order reflect their own style and personality. With over half of US women attaching importance to choosing brands that match their personal attitudes and outlook, this highlights how consumption is often used to construct one’s self-identity of which the Slim Sonic is well positioned to capitalize on. Brands must not overlook the impact of design in the marketing mix Packaging forms an integral part of a brand’s overall image and allure, particularly when facing a differentiation challenge in an overcrowded market. If leveraged effectively, packaging will serve to create a more emotive consumer-brand engagement Innovation into truly customizable options will better cater to increasingly complex demands for individual solutions While this product demonstrates an effective way for consumers to personalize their product choice, greater innovation into more customizable products which the consumer can interactively assist in designing such as brush hardness and interchangeable brush colors is likely to be well received in future given the success in other personal care categories. Overview Customization opportunities Visual culture Right-for-me Access the full report
Comfort & Uncertainty Three in five oral care shoppers (59%)1 do not trust or are ambivalent towards product performance claims Arguably a legacy of the industry having spent so long making too many promises, the majority of global consumers, are either ambivalent or distrusting towards the claims and statements made by cosmetic/beauty brands and product performance claims. Failure to counter this cynicism will result in lapsed or lost users, ultimately serving to hurt the bottom line. This is all the more apparent among a more discerning, questioning, and “information-hungry” audience. The onus is therefore on manufacturers to instill confidence through greater transparency at both brand and product level. Brands which can deliver on their claims and ensure that their products are truthful in their efficacy are likely to win over consumers who in return will continue to use their products as they successfully address their needs. Brands need to implement better strategies to win the trust and loyalty of more consumers Source: Datamonitor’s Consumer Survey 2013 ; Datamonitors Consumer Survey 2011 6 Brands need to improve the performance and efficiency of their products in order to improve the level of trust in their offering. 38% Overview Simplifying product choice Brand loyalty At-home solutions Consumers deeming statements or claims made by beauty/cosmetic companies to be somewhat or completely trustworthy, global, 20112 55% of global consumers tend to agree/strongly agree that they would rather stick with a health and beauty brand that they know works for them, than try out a new one.2 59% find these claims untrustworthy or are ambivalent towards them. 41% find these claims somewhat/completely trustworthy. Vs. “How trustworthy do you consider general performance claims made by beauty products?” oral- care shoppers (%) global, 20131 Access the full report
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