oral hygiene february 2012
TRANSCRIPT
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Oral care receives vitamin supplemtation to
boost its healthcare benets; consumers take
more interest in gum health as a way to promoteoverall oral hygiene; Dr. Fresh acquires the Reach
brand of manual toothbrushes from J&J
AMY ZIEGLARGlobal Personal Care Analyst
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Consumer
GUM HEALTH CONCERNS INCREASE WITHAGE
Gum health is cause for concern
When it comes to oral hygiene, gum care is often
overshadowed by teeth cleansing and breath freshening
needs. As a less visible recipient of oral care practices, the
gums are most likely to receive reactive attention after the
onset of a problem; however, proper dental health cannot
be achieved without consideration to this area. Fortunately,
consumers are taking a greater interest in protecting and
preserving the state of their gums in an attempt to improve
their overall oral hygiene.
Nearly half of UK adults say they are concerned about
gum problems, including bleeding and receding. Worries
about these issues are fairly consistent among both men
and women, indicating the broad consumer base for gum
protection benets. Within the remaining Big 5 European
countries, gum disease control is a frequently sought after
attribute for at least three in ten Italian, German and
Spanish adults. France is the only exception, where just
16% of consumers believe gum control to be an important
factor.
Among Chinese consumers, bleeding gums and gum
disease are a focal point for many. Oral care products that
provide a cure for bleeding gums are expected by 53% of
adults when shopping the oral care aisle, while 49% expect
their dental products to offer an element of gum disease
control. Each of these factors is deemed more important
than enamel strengthening, tooth sensitivity and tartar
control, putting gum health towards the top of Chinese
consumers oral care considerations (See Figure 1).
Older and wiser
The importance of proper gum health increases in line with
consumers age. Concern about the health of teeth and
gums peaks at 66% in the US among adults aged 55-64,
which is signicantly higher than the 49% of 18-24-year-
olds who feel the same way. The state of ones oral health
deteriorates with age so its not surprising that older
consumers are more in tune with gum care, identifying
them as a prime target for manufacturers of gum care
products (See Figure 2).
Across the Big 5 European countries, gum health benets
are also more likely to be sought out by older consumers
than their younger counterparts. UK adults aged over-
45 are most likely to look for gum protection properties
when shopping the toothpaste aisle, and the importance
of oral care products offering gum disease control steadily
increases with consumers age in Spain, Italy, Germany
and France. As more and more oral care products are
introduced for seniors, manufacturers have the opportunity
to highlight their products gum health claims to resonate
with the aging demographic (see Oral B and Crest jump on
the baby boomer bandwagon).
Challenged by cosmetic choices
Although gum health has a denite place in consumers oral
care considerations, these concerns do not always translate
into action. While 40% of UK adults look for gum disease
control benets when shopping the toothpaste aisle,
just 16% use plaque and gum protection pastes (2011).
More often than not, cosmetic attributes are outweighingfunctionality in consumers eyes, which is evident in the
expanding whitening segment (See Figure 3).
Gum health is one of the top functional
considerations of consumers oral hygiene
habits, but tends to peak at a later age
Gum health is becoming a larger concern in consumers
overall oral hygiene
Older consumers are more likely to be concerned about
the state of their gums
Opportunities to increase engagement exist in new
format types
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Consumer
Figure 1: China, expected functions of oral hygiene products, March 2012
Base: 3,000 internet users aged 20+Source: QQ Survvey/Mintel
Figure 2: US, concern over health and teeth and gums, by age, October 2010-November 2011
Base: Adults aged 18+Source: Mintel/Experian Simmons NCS/NHCS Fall 2011 Adult Full Year -- POP
Protective Paste
Oral-B Pro-Saude Clinical
Protection Gum Care Toothpaste
with Fluoride is said to combat
cavities, prevent gum infection,
whiten teeth and refresh breath
as well as protect against
sensitivity
A Better Brush
Dr. Best Zahneischrand
Medium Three-Head Toothbrush
for Gum Line has an innovative
cushioned brush head for
cleaning the gum line that
provides increased exibility to
protect the gums from
In fact, teeth whitening trumps gum disease control as
a sought after attribute for Italian, German, French and
Spanish consumers, making it the second most popular
property, falling only to cavity prevention. UK consumers
have also stepped up their whitening ways. Use of
whitening toothpaste rose by 2 %points between 2007 and
2011 to land at 39%, putting it on par with regular pastes,
which posted a 3 %point decline in usage rates during the
period.
Notable new formats
One of the ways functional attributes can compete
with the rise of cosmetic characteristics is through new
format types. Products specically designed to combat
gum recession and diseases will appeal to consumers,
encouraging them to take a more targeted look at their
overall oral health.
When asked about their potential interest in new oral care
products, a third of US adults respond positively to the
idea of a dental oss for sensitive gums. Considering the
relatively low uptake of regular ossing, multifunctional
oss that additionally addresses gum sensitivity could
increase consumers engagement in the segment. As
consumers interest in gum health skews higher among the
older demographic, manufacturers may decide to target
their communication to this aging group.
Gear for Gums
%
Teeth whitening 75
Reduce or eliminate bad breath 73
Kill germs and bacteria 66
Prevent cavities 63
Cure bleeding gums 53
Prevent or heal canker sores 51
Gum disease control 49
Strengthen enamel 47
Reduce or eliminate tooth sensitivity 42
Tartar control 37
Cure periodontal inammation 35
Reduce or eliminate dry mouth 34
Toothache relief 29
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Consumer
Figure 3: UK, type of toothpaste used, 20011
Base: Adults/users aged 15+ who use toothpasteSource: GB TCI, Kantar Media UK Ltd. Q4 2007-11 (Jul-Jun)/MintelFor trend data, see The Consumer Usage and Frequency
%
Regular 39
Whitening 39
Sensitive 32
Plaque and Gum Protection 16
Cavity Protection 14
Fresh Breath 13
Toothpaste and Mouthwash 2 in 1 8
Tartar Control 6
Other 5
Sensitivity Solution
Colgate Gum Protection Fluoride
Toothpaste is clinically proven
to provide sensitivity relief
and long term protection that
promotes healthy gums and
ghts tartar
Protective Paste
Oral-B Pro-Saude Clinical
Protection Gum Care Toothpaste
with Fluoride is said to combat
cavities, prevent gum infection,
whiten teeth and refresh breath
as well as protect against
sensitivity
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Consumer
Consumers increasing interest in gum health will be a welcome boost for the
stagnating dental oss segment
Proper gum care is vital to overall oral hygiene and the effects of improper care can
lead to extremely painful and costly conditions. One way manufacturers can increase
consumers engagement in gum health is by establishing its benets in a more cosmetic
light. Consumers have readily accepted teeth whitening and breath freshening products
into their oral care routines and would be more willing to supplement their efforts with
gum-specic solutions if a link between gum health and whitening hues was made. Brands
that offer gum-friendly formulations will shift their focus from strictly functional to more
aesthetic attributes in order to alter consumers perceptions.
Although a variety of oral care products and brands cater to gum health concerns, the
dental oss segment has the most to gain from consumers increased uptake. Dental
professionals continue to tout the benets of regular ossing, but thus far it remains an
infrequent activity for many. As gum health continues to garner attention around the
world as an emerging oral care issue, manufacturers of dental oss have the opportunity
to leverage their products gum strengthening properties, increasing awareness and usage
rates in the dental ancillary segment.
As the global leader in the oral care category Colgate is in a prime position to take on
the challenge of gum health, but that doesnt mean smaller brands cant get involved.
Norwegian company Jordan has been quite active with its oral care launch activity and has
expanded its oss collection with new products and updated packaging. Its assortment of
multifunctional ossers in various format types will be more widely distributed throughout
Europe and the rest of the world, putting Jordan top of mind for consumers gum health
needs.
Whats next?
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Product Innovation
ORAL CARE INTRODUCTIONS COME WITH AVITAMIN BOOST
Vitamins become more visible
As consumers continue to take an active interest in their
overall health, an inux of products and services designed
to supplement their efforts have appeared on store shelves.
Vitamins are often positioned as a convenient way to
improve nutrition when eating habits and dietary choices
arent doing the trick. Even personal care products are
tapping into this trend by fortifying their formulations with
vitamins, minerals and other healthy supplements.
Oral care manufacturers have incorporated vitamins in
product formulations for years to enhance teeth and gum
protection and care, but the use of these ingredients is
on an upward swing. According to Mintel GNPD, products
launched with the vitamin/mineral fortied claim have risen
60% between 2009 and 2012, substantially outpacing the
3% uptick seen in overall category launches (See Figure 1).
Use of the claim has steadily increased since 2009 and
peaked at 33% of total launches in 2012. The majority of
these vitamin/mineral fortied offerings are toothpastes,
but mouthwash is an emerging segment for these types of
formulations with introductions taking off in 2011 and 2012
as a result of consumers increased interest in the segment.
Although a signicantly smaller segment, dental ancillaries
have also seen a boost from vitamin enhancements,
mirroring the trend seen in mouthwashes.
A variety of vitamins
The most popular vitamin selections in oral care products
are derivatives of E and B. Tocopheryl acetate (vitaminE) has been present in nearly six in ten global vitamin-
enhanced oral care introductions since 2009 and its
presence in the category has increased 48% between
2009 and 2012. The ingredient is most often tapped by
manufacturers for its protective and enamel strengthening
benets.
Panthenol (vitamin B) is another popular oral care inclusion
and has been used in a quarter of vitamin-enriched
formulations launched since 2009. The ingredient is also
known for its protective properties and can be found in a
variety of toothpastes and mouthwashes. Launch activity
featuring panthenol more than doubled between 2009 and
2012, indicating its growing importance in the oral care
aisle (See Figure 2).
In addition to E and B derivatives, a few other vitamin
variations have started to appear on oral care ingredient
lists. Sodium ascorbyl phosphate (vitamin C) posted a
dramatic increase in 2012 after three years of relatively
stable launch activity and although use of vitamin A
has fallen from its peak 2009 level, the ingredient has
maintained its niche status in the toothpaste segment.
Vitamin D dilemma
Vitamin D has yet to establish a signicant presence in
oral care introductions with just two products featuring
the ingredient since 2009. The VitaCare brand launched a
toothpaste and mouthwash in 2011 that included vitamin
D derivative cholecalciferol in its formulation, however its
benets are grouped together with other vitamin extracts of
A, C and E as well as calcium when discussing the products
benets.
The addition of vitamins to oral care
formulations provides an additional
healthcare benet with customer appeal
Vitamin and mineral fortied oral care formulations are
on the rise
Vitamin E and B derivatives are most often used for their
protective properties
However, recent research about vitamin D could result in
an NPD boost
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Product Innovation
Figure 1: Global launches of oral hygiene products with vitamin/mineral fortied claim, 2009-12
Source: Mintel GNPD
The C in Colgate
Repackaged in a newly designed
box, this toothpaste features
mint and lemon avors and
is said to freshen breath,
strengthen teeth and prevent
cavities
Floral Fresh
Repackaged in a newly designed
box, this toothpaste features
mint and lemon avors and
is said to freshen breath,
strengthen teeth and prevent
cavities
Protective Paste
Contains extra uoride, vitamin
B and vitamin E, providing
active protection between teeth
while strengthening enamel and
sensitive teeth
Strength Solution
Protects and strengthens
the teeth and gums with an
antibacterial effect that prevents
the formation of plaque
However, recent research has uncovered some potential
perks to vitamin D that could give a boost to NPD.
Researchers at the University of Washington re-examined
24 clinical studies conducted since the 1920s on children
aged 2-16 and found that vitamin D deciencies can result
in a higher incidence of dental caries and poor overall oral
hygiene. Furthermore, the research found that increased
levels of vitamin D resulted in a 50% reduction in theincidence of tooth decay among children.
Additional studies will likely be pursued to validate this
information, but vitamin D deciency is becoming a larger
issue for many. Reduced sun exposure has translated into
a reduction in this natural source of vitamin D, leaving
consumers to look elsewhere for the ingredient. Vitamin D
use among UK adults jumped from 8% in 2011 to 12% in
2012, making it the third most popular vitamin consumed
in the country.
Incorporating the vitamin into oral care formulations would
give consumers another option to deter deciency, but
manufacturers looking to take this route could encounter
some challenges. The US Centers for Disease Control
remains hesitant to stamp its seal of approval on vitamin D,
particularly in childrens products as improper dosing may
be toxic for younger consumers.
Vitamin Varieties
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Product Innovation
Figure 2: Global launches of oral hygiene products with vitamin/mineral fortied claim, 2009-12
Source: Mintel GNPD
2009 2010 2011 2012
Tocopheryl Acetate(vitamin E)
29 34 45 43
Panthenol (vitamin B) 11 10 17 27
Ascorbic Acid (vitaminC)
15 5 9 9
Tocopherol (vitamin E) 11 8 6 4
Sodium Ascorbyl
Phosphate (vitamin C)3 3 4 13
Retinyl Palmitate(vitamin A)
7 4 2 3
Pyridoxine HCl(vitamin B)
0 2 1 2
Folic Acid (vitamin B) 0 0 1 3
Niacinamide (vitaminB) 0 1 0 2
Retinol (vitamin A) 1 0 1 1
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Product Innovation
As cosmeceuticals continue to take hold in the BPC space, oral care
manufacturers will leverage this new technology to provide an enhanced format
for teeth whitening benets
The presence of vitamins in oral care formulations will not be enough to convince
consumers to switch brands or trade up to more advanced options. Manufacturers will
need to substantiate these healthcare-based claims with clinical trials, user testimonials
and informative marketing campaigns in order to ease consumers into the concept.
However, should these vitamin-enhanced products nd a place in the category, they could
emerge as tough competition for the vitamin industry, appealing to consumers desires for
convenience.
The link between oral care and vitamins can also be leveraged by vitamin manufacturers
through the introduction of daily or weekly supplements that can be taken in conjunction
with consumers existing dental care routines. These products could promote enamel
strength or reduce tooth sensitivity from the inside out, offering consumers an additional
solution for their oral care needs. At the retail level, cross-merchandising these two
categories will encourage consumers to add another step to their oral care practices.
The idea of using pills for beauty benets is a relatively new, but emerging concept in
the BPC space and will continue to take hold as consumers become more familiar with
cosmeceutical products and their associated attributes. Again, oral care manufacturers
have the opportunity to capitalize on this trend with whitening-specic supplements to
lighten and brighten the surface of the teeth. Whitening properties are key considerations
for many consumers and the ability to replace cumbersome strips and gels with a simple
pill with appeal to this group.
Whats next?
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Companies & Trends
DR. FRESH EXTENDS ITS REACH IN THEORAL CARE CATEGORY
An advantageous acquisition
Dr. Fresh continues to grow its presence in the global
oral care category. The company offers a selection of
toothbrushes, toothpastes and ancillary products to meet
the dental care needs of its consumers in more than 35
countries around the world. In addition to its namesake
Dr. Fresh range, the company provides products under the
Firey, Binaca and SmileGuard brands, as well as a host of
character licensed products targeting younger consumers.
In December 2012, Dr. Fresh expanded yet again, this time
with the acquisition of the Reach brand from Johnson &
Johnsons Consumer Healthcare division. The deal includes
the rights to the brands US, Canadian and Caribbean
manual toothbrush businesses, but excludes the oss and
interdental selections under the same name.
Reach is now arguably the most well-known name in the
Dr. Fresh oral care portfolio and has already brought some
additional attention to the US-based company. But taking
ownership of the Reach rights is just the beginning for
Dr. Fresh. The company plans to build upon the brands
existing awareness levels to strengthen and grow its
presence in the oral care market in order to further its
position in the share standings.
Help for the home market
Dr. Freshs global headquarters is located in the US, but
with ofces in the UK and China, the company is committed
to becoming a worldwide player in the oral hygiene
category. The year 2011 marked Dr. Freshs entrancein the Colombian and Venezuelan markets and it added
Denmark to its distribution list in 2012. The purchase of
Reach manual toothbrushes, however, is a testament to
the companys primary focus on its home base, which has
captured 30% of its global launch activity since 2009.
Oral care sales in the US are estimated to reach $7.8 billion
in 2012 after posting a moderate 1% increase from 2011.
Mintel forecasts the market to show positive annual growth
through to 2016 when it will be valued at $8.2 billion. The
toothbrush segment captured 19% of 2011 sales, making it
the third largest oral care category behind toothpaste and
mouthwash (See Figure 1).
Within Dr. Freshs product assortment, toothbrushes take
center stage. More than half of the companys global oral
care introductions since 2009 have been toothbrushes,
while toothpastes and mouthwash have accounted for 17%
and 8% respectively. The addition of Reach to its oral
care collection will enhance the importance and size of the
companys toothbrush sales, putting it one step closer to
the top of the leader list (See Figure 2).
Creative oral care collaboration
The Reach brand entered the market 40 years ago and
revolutionized manual toothbrushes with its uniquely
angled brush head, enabling more functional cleansing
capabilities. This innovative foundation was a key selling
point for Dr. Fresh and will complement its core strengths
of product development and design. The company plans to
reinvigorate the inventive spirit of the brand by leveraging
its creative nature.
Dr. Fresh will continue to communicate the performance,
quality and value of the Reach name when appealing toconsumers at point of sale. The history and heritage of
Reach products is already engrained in many consumers
minds and in that regard, Dr. Fresh plans to maintain a
Dr. Fresh has acquired the Reach brand of manual
toothbrushes from Johnson & Johnson, expanding
its assortment in the US oral care market
Dr. Fresh acquired Reach manual toothbrushes in
December 2012
The deal will increase the companys US and Canadian
oral care presence
Innovative product development and design will be used
to further grow the brand
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Companies & Trends
Figure 1: US, retail value sales of oral hygiene, 2006-16
Source: US Census Bureau, Economic Census, US Bureau of Labor Statistics, Consumer Expenditure Survey, SymphonyIRI Group/Mintel
smooth transition, but future additions to the Reach range
will likely incorporate the companys more playful design
elements.
Licensing agreements are a denite area of opportunity
for Dr. Fresh as it looks to blend the Reach brand with its
existing offerings. The company has been successful in
linking popular characters with its oral care products to
capture the attention of children and teens. In 2012, Dr.
Fresh entered into a licensing agreement with Angry Birds
for a new collection of dental care products. Marrying
similar licensing agreements with the Reach brand will
add an additional layer of authenticity to Dr. Freshs line-
up, encouraging a wider range of consumers to use its
products.
Figure 2: Global, Dr. Fresh oral hygiene NPD by segment, 2009-12
Source: Mintel GNPD
# Launches Toothbrushes Dental ancillaries Toothpaste Mouthwash
2009 10 5 2 0
2010 6 0 2 0
2011 9 5 2 3
2012 4 1 3 1
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Companies & Trends
Dr. Fresh will benet from future acquisitions in the oral care space, but will look
to incorporate global brands in an attempt to increase its international operations
Its unlikely that J&J will sell off its entire oral care portfolio, but brands that play second
ddle to Listerine could be on the chopping block. The remaining Reach range is still up
for grabs and Dr. Fresh would be wise to consider keeping the brand under one company
roof. Additional dental oss and interdental brush offerings will enhance Dr. Freshs
existing ancillary segment, broadening its presence in the overall oral care category.
Should another company pick up the rest of Reach, Dr. Fresh may nd itself hard pressed
to maintain a consistent brand identity.
Yet another brand that may be on the way out at J&J is Rembrandt. The company hasbeen increasing its focus on its core pharmaceutical businesses, with few resources being
dedicated to its oral care brands. Although widely distributed, Rembrandt has taken a
cosmetic approach to the oral care category with its whitening products and benets
and is less of a match with J&Js increasingly healthcare-heavy assortment. Should the
Rembrandt range become available, Dr. Fresh would be wise to throw its hat in the ring, as
whitening has yet to make a substantial presence in its oral care arsenal.
Dr. Freshs acquisition of the Reach brand will expand the companys presence in the
oral care aisle, giving it more leverage with retail partners in the areas of shelf space,
promotional activity and the like. The brand buyout will also increase awareness of the Dr.
Fresh name among US consumers, who have come to associate the Dr. Fresh name with
licensed products and more niche offerings. Entering into the more mainstream oral care
category will be a denite benet to Dr. Fresh, not only for its newly acquired assortment,
but for its existing brands as well.
Whats next?
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Amy is a Global Personal Care Analyst for Mintels Beauty
& Personal Care research team. Amy has six years of
experience in the retail industry, working with Walgreen Co,
where she analysed new products and trends in personal
care as well as designing merchandising concepts for in-
store application. She has a BS in Business Administration
from the University of Illinois and lives in Chicago.
AMY ZIEGLARGlobal Personal Care Analyst
2013 Mintel Group Ltd. All rights reserved. Confdential to Mintel.
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