Oral Care: Inc Impact of COVID-19 - UK - July 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Products covered in this Report
Excluded
COVID-19: Market context
EXECUTIVE SUMMARY
The market
Category value declines as consumers streamline routines
Figure 1: Best- and worst-case forecast of UK value sales of oral care products (prepared 17 July 2020), 2015-25
Impact of COVID-19 on oral care
Minimal impact on value in 2020
Figure 2: Expected impact of COVID-19 on oral care, short, medium and long-term, 3 July 2020
Dentist closures during lockdown will impact nation’s health
Health and hygiene become bigger priorities
Companies and brands
Colgate dominates the toothpaste sector
Figure 3: Retail value sales of toothpaste, by brand, April 2020
Toothbrush brands see value decline
Figure 4: Retail value sales of toothbrushes, by brand, April 2020
Corsodyl fights off own-label competition in the mouthwash segment
Figure 5: Retail value sales of mouthwash, by brand, April 2020
Niche dental accessory brands have appeal
Figure 6: Retail value sales of dental accessories, by brand, April 2020
Own-label brands grow in denture products sector
Figure 7: Retail value sales of denture products, by brand, April 2020
The consumer
Usage of electric toothbrushes catches up with manual versions in 2020
Figure 8: Usage of toothbrushes in the last three months, May 2020
Usage of mouthwash rises in 2020
Figure 9: Usage of other oral care products in the last three months, May 2020
High interest in eco-friendly formulas
Figure 10: Interest in oral care product innovations, May 2020
Natural ingredients in oral care products appeal
Figure 11: Interest in oral care ingredients, May 2020
Poor dental hygiene seen to have a big impact on appearance of teeth
Figure 12: Ranking of factors negatively impacting the appearance of teeth, May 2020
Oral care habits are more important than the quality of products used
Figure 13: Ranking of habits which positively impact the appearance of teeth, May 2020
In-store plays a critical role in the purchase journey
Figure 14: Trial and purchase of oral care products, May 2020
Price is the leading driver of oral care decisions
Figure 15: Purchase drivers for oral care products, May 2020
What we think
THE IMPACT OF COVID-19 ON ORAL CARE
The market
Oral care value will see little impact in 2020
Bricks-and-mortar retailers will continue to attract majority of sales
Lockdown snacking could worsen oral health
The consumer
Focus on at-home oral care could encourage spend
Align with the shift to healthy lifestyles
Provide a solution to rising stress and anxiety levels
Bring forward the science behind the data
Brands and companies
Position oral care as self-care
Brands step in as experts to offer online advice and check-ups
ISSUES AND INSIGHTS
Align oral care with the interest in overall health following the COVID-19 outbreak
The facts
The implications
Blurring the lines between oral care and beauty
The facts
The implications
Offer ingredient transparency to address safety concerns
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Category value falls in 2019
Discounting drives decline in toothbrushes value
Dental accessories show growth
Online becomes more popular for oral care purchases
Consumers seek out fast-working whitening solutions
The eco-trend presents opportunities
MARKET SIZE AND FORECAST
The oral care category sees little impact from COVID-19
Figure 16: Expected impact of COVID-19 on oral care, short, medium and long-term, 3 July 2020
Short-term
Medium-term
Long-term
Category value declines in 2019
Figure 17: UK retail value sales of oral care products, 2015-25
COVID-19 presents minor disruptions to oral care
Figure 18: Best- and worst-case forecast of UK value sales of oral care products, 2015-25
Own-label will make its mark in a recession
Figure 19: UK retail value sales of oral care, 2007-17
MARKET SEGMENTATION
Discounts and special offers drive down value of toothbrushes/toothpaste
Figure 20: UK retail value sales of oral care products, by segment, 2018-19
Mouthwash needs to build relevance to grow
Dental accessories show growth supported by niche brands
CHANNELS TO MARKET
Supermarkets remain the top outlet…
Figure 21: UK retail value sales of oral care products, by outlet type, 2018-19
…but purchase is shifting elsewhere
MARKET DRIVERS
The UK’s ageing population provides opportunities
Figure 22: Trends in the age structure of the UK population, 2014-24
Children’s oral health worsens
Decline in smokers could shift interest from breath freshening
Figure 23: Proportion of UK population who were current smokers, 2011-18
Illegal teeth whitening reflects demand for quick-fix solutions
Sustainability concerns are growing
Figure 24: Change in eco-friendly BPC purchasing, November 2019
Healthy eating habits impact oral health…
Figure 25: How often people try to eat healthily, 2017-19
…but COVID-19 pandemic triggers snacking habits
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Sales dip for top toothbrush brands
Corsodyl benefits from preventative focus
NPD rises driven by the toothpaste segment
Blurring oral care with beauty
Sensodyne and Colgate align oral care with health and fitness routines
Colgate enjoys high levels of trust
MARKET SHARE
Colgate dominates the toothpaste sector
Figure 26: Retail value sales of toothpaste, by brand, years ending April 2019 and April 2020
Sensodyne benefits from perceived expertise
Brands face sharp decline in toothbrush sector
Figure 27: Retail value sales of toothbrushes, by brand, years ending April 2019 and April 2020
Corsodyl’s preventative approach appeals
Figure 28: Retail value sales of mouthwash, by brand, years ending April 2019 and April 2020
Niche dental accessory brands align with beauty and eco-trends
Figure 29: Retail value sales of dental accessories, by brand, years ending April 2019 and April 2020
Own-label brands fare well in denture products
Figure 30: Retail value sales of denture products, by brand, years ending April 2019 and April 2020
LAUNCH ACTIVITY AND INNOVATION
Toothpaste sees clean and sustainable launches
Figure 31: New product launches in the oral care market, by product segment, January 2017-May 2020
Figure 32: Examples of environmentally-friendly toothpaste packaging launches, 2019 and 2020
Electric toothbrushes become more sophisticated
Figure 33: P&G’s Oral-B iO smart toothbrush, January 2020
Brands tap into emotional wellbeing
Figure 34: New product launches in the oral care market, by launch type, January 2017-May 2020
Figure 35: Examples of new products promoting wellbeing in toothpaste segment, 2019
Sensory experiences can capture interest
Figure 36: Examples of product launches with sensorial elements, 2019
Brands offer more specialised solutions
Figure 37: New product launches in the oral care market, by top ultimate companies, 2019
Figure 38: Examples of Colgate, Oral-B and Sensodyne specialised oral care launches, 2019 and 2020
Corsodyl provides complete oral care solution
Figure 39: Examples of Corsodyl complete protection oral care products, 2019
Own-label toothpastes highlight efficacy
Figure 40: Examples of own-label launches in oral care market, 2019 and 2020
Oral care blurs with beauty
Figure 41: Top 10 claims in the oral care market, 2018-19
Figure 42: Examples of product launches in oral care market with a beauty positioning, 2020
Potential for promoting glass/metal bottle for refillability
Figure 43: Examples of environmentally-friendly packaging in mouthwash segment, 2019
Eco-friendly down to the product level
Figure 44: Environmentally-friendly product claims in the oral care market, 2019 and 2020
The rise of natural ingredients in oral care
Figure 45: Examples of oral care product innovations with natural claims, 2019 and 2020
Capitalise on interest in probiotics and the oral microbiome
Figure 46: Ecodenta probiotic toothpaste, 2020
On-the-go claims may fall due to COVID-19 hygiene concerns
Figure 47: Examples of oral care products launched with on the go/time/speed claims, 2019 and 2020
Specialised day/night products offer areas for innovation
Figure 48: Examples of oral care product innovation specialised for day/night time, 2019
ADVERTISING AND MARKETING ACTIVITY
TV remains most popular advertising medium
Figure 49: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by media type, 2017-19
Brands step in as the experts following COVID-19
Figure 50: Oral-B offers virtual dental check-ins via their Instagram account, 2020
Toothpaste dominates oral care advertising
Figure 51: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by product type, 2019
Figure 52: GSK Sensodyne advertisement for pronamel toothpaste, 2019
Mouthwash brands push for relevance
Figure 53: Listerine ‘Complete the Clean’ TV advertisement, 2020
P&G leads advertising spend
Figure 54: Total above-the-line, online display and direct mail advertising expenditure on oral care products, by top ultimate companies, 2019
Figure 55: P&G Oral-B London pop-up event for the Genius X with Artificial Intelligence, 2019
Colgate and Sensodyne target the health-focused
Figure 56: Colgate Get Mouth-Fit advertising campaign, 2019
Colgate sets out to empower
Figure 57: Colgate #PoutFree x Richard Quinn at London Fashion Week campaign, 2020
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 58: Attitudes towards and usage of selected brands, June 2020
Key brand metrics
Figure 59: Key metrics for selected brands, June 2020
Brand attitudes: Colgate offers good value
Figure 60: Attitudes, by brand, June 2020
Brand personality: Oral-B and Listerine perceived as accessible
Figure 61: Brand personality – macro image, June 2020
Corsodyl is seen as an expert brand
Figure 62: Brand personality – micro image, June 2020
Brand analysis
Oral-B is considered worth paying more for
Figure 63: User profile of Oral-B, June 2020
Colgate enjoys highest levels of trust
Figure 64: User profile of Colgate, June 2020
Listerine is seen as effective
Figure 65: User profile of Listerine, June 2020
Corsodyl benefits from differentiation
Figure 66: User profile of Corsodyl, June 2020
TePe is a trusted brand
Figure 67: User profile of TePe, June 2020
THE CONSUMER – WHAT YOU NEED TO KNOW
Consumers pay attention to oral care during the pandemic
The eco-trend is growing, down to product formula
Opportunities for natural ingredients in oral care
Oral care can tap into beauty trends
Reach out to consumers online and via social media
Keep focus on product quality in a recession
IMPACT OF COVID-19 ON THE ORAL CARE CONSUMER
Consumers stockpiled essentials in the initial weeks
Figure 68: Extremely worried about exposure to COVID-19/coronavirus, 28 February-9 July 2020
Purchase of oral care sees temporary shift to online
Figure 69: Changes in shopping habits since the COVID-19 outbreak, 2-9 July 2020
Greater emphasis on oral health with limited access to dental care
Healthy habits become a bigger priority following COVID-19
Figure 70: Changes in priorities since the outbreak of COVID-19, 7-14 May 2020
Hygiene remains a top concern
Figure 71: Behaviours relating to grocery shopping and product packaging, 18-24 June 2020
Consumers turn to products to promote mental wellbeing
Figure 72: Reasons for doing certain beauty and personal care activities more often as a result of the COVID-19/coronavirus outbreak, May 2020
Interest in own-label will rise in a recession
Figure 73: Changes in financial situation since the outbreak of COVID-19, 2-9 July 2020
USAGE OF ORAL CARE PRODUCTS
Electric toothbrushes catch up with manual versions in 2020
Figure 74: Usage of toothbrushes in the last three months, 2018- 20
Flossing risks being seen as non-essential
Figure 75: Usage of other oral care products in the last three months, 2018-20
Increase in usage of mouthwash in 2020
Usage of whitening kits remains low despite interest in whitening
Figure 76: CHRŌM glitter toothpolish Instagram post, 2020
INTEREST IN ORAL CARE PRODUCTS
Strong interest in eco-friendly formulas
Figure 77: Interest in oral care product innovations, May 2020
On-the-go innovation must focus on hygiene
Diversify through specialised time-of-day products
Sensorial elements can intrigue
INTEREST IN INGREDIENTS IN ORAL CARE PRODUCTS
Ingredient transparency appeals
Figure 78: Interest in oral care ingredients, May 2020
Natural whitening ingredients capture highest interest
Figure 79: Interest in oral care ingredients, by age, May 2020
COVID-19 will drive interest in immune health
Tap into the niche but growing oral microbiome trend
FACTORS AND HABITS IMPACTING APPEARANCE OF TEETH
Smoking and poor dental hygiene are top concerns
Figure 80: Ranking of factors negatively impacting the appearance of teeth, May 2020
Tooth staining and damage are equally concerning
Teeth stain concerns could grow with high rates of coffee drinkers
Life stage has an impact
Figure 81: Selected factors negatively impacting the appearance of teeth, by any rank, May 2019
Oral care habits outrank products used
Figure 82: Ranking of habits which positively impact the appearance of teeth, May 2020
Toothbrushes hold the greatest sway
Stepping away from basic routines with flossing
TRIAL AND PURCHASE OF ORAL CARE PRODUCTS
In-store discovery is essential
Figure 83: Trial and purchase of oral care products, May 2020
Offer consumers more transparency on scientific claims
Figure 84: Trial and purchase of oral care products, May 2020
Authentic reviews appeal to 16-24s
COVID-19 shifts engagement online
PURCHASE DRIVERS FOR ORAL CARE PRODUCTS
Price leads purchase drivers…
Figure 85: Purchase drivers for oral care products, May 2020
…but quality closely follows
Provide easy-to-use products for the over-55s…
…and easy access to dental advice
Greater interest in healthy formulas following COVID-19
Tap into price/product and eco-concerns
Figure 86: Eco-friendly and ethical purchase drivers for oral care products, by age, May 2020
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology