June 2014
Featured in this insight: Consumer goods & FMCG , Medical & healthcare, Retail
Oral care market forecast to grow 22 per cent by 2018: Last year, mouthwash, toothbrush, toothpaste, dental accessory and denture product sales hit £1billion, growing 4% in both 2012 and 2013.
Mouthwash boasted the greatest growth, expanding 6% between 2012 and 2013 to reach £197m and make up almost one fifth (19%) of the overall oral care market. Mouthwash progression is largely down to increased prices, with as much as 9% product price hikes in 2013.
Toothbrush and toothpaste continued to dominate making up over two thirds (70%) of the sector’s sales, raking in £713m in 2013 alone.
Dental accessories and denture products made up the remaining 10% bringing in £103million worth of sales.
Collectively, the oral care sector is expected to grow a further 22% in the next five years, taking its overall value up to £1.23billion.
The teeth whitening market is on the up too. The research, which was done by Mintel, showed that three in ten (30%) Britain’s use whitening toothpaste as part of their daily routine; with over half (55%) saying they had used it in the last three months. Teeth whitening strips and kits had been used by 14% of Brits in the last month.
When it came to caring for younger children’s teeth (0-12 year olds), 53% of British parents said they take their children to the dentist regularly, with less than two thirds (57%) always making sure their child’s teeth are cleaned properly.
Around one fifth (17%) said mouthwash was necessary for children aged six and above, with 5% less (12%) believing dental floss is required for 6+ year olds.
For babies, however, just one quarter (25%) said it was important to take them to the dentist as soon as their first tooth had developed, and less than one in 10 (7%) thought baby teeth didn’t need much attention because they fall out anyway. Just under one fifth (18%) said they were not confident enough to check their children’s oral health.
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