Imogen Matthews, Consultant12.05.14
European consumers are putting more effort into their oral care routines by trading up to products with more advanced claims aimed at helping prevent tooth decay and addressing dental hygiene issues. This shift in attitudes is helping to boost European sales of oral care products, which grew by 2.9% in 2013 to reach $10.3 billion, according to Euromonitor.
While toothpaste represents nearly half of European oral care sales, toothbrushes, mouthwashes/dental rinses and dental floss have experienced the fastest growth, up 3.3%, 4.2% and 3.1% respectively. Added benefits in mouthwashes, such as bad breath control, alcohol-free and vitamin-enriched formulas are encouraging consumers to trade up to higher value products.
Germany is the largest market for oral care products in Europe, worth $2.0 billion, up 2.5% in 2013. Close behind is the UK at $1.7 billion and the fastest growing European country at 5.1%. Italy and France both weigh in at $1.4 billion, while the smallest of the five, Spain, is valued at $800 million.
Room for Improvement
Although teeth brushing can be taken from granted among European consumers (the majority brush twice a day), not all are engaged oral care users, according to Kantar Worldpanel’s year ending June 2013 data. The French use less mouthwash than the European average of eight times a week and are more likely to use it after eating than as part of a morning or evening routine. The Germans and Brits hardly ever use mouthwash after a meal—this characteristic appears to be more common among Mediterranean consumers and perhaps suggests a targeting opportunity for mouthwash manufacturers. In Germany, women use mouthwash more than men, averaging nine versus eight times a week, whereas Spanish men swoosh mouthwash more often than women.
European women are more diligent about flossing than men, averaging six times a week, once more than men. Overall, Spanish consumers are more conscientious users of dental floss, which they do regularly, suggesting that flossing is a staple part of their daily oral care routine. Overall, the majority of European flossers do so before going to bed, peaking at 52% of German dental floss users. As with mouthwash, the French are more likely to floss after eating.
High Tech Solutions
During the past years, there has been an increasing number of premium positioned toothpastes aimed at delivering an enhanced oral care experience. BlanX White Shock with LED Bite contains ActiluX, a patented ingredient activated by light that binds microcrystals to the tooth enamel forming an invisible barrier that dissolves the bacteria responsible for staining. It claims to whiten teeth by up to four shades in two weeks, without peroxide.
Oral-B 3D White Luxe Toothpaste also goes down the whitening route with a formulation that has 32% more polyphosphates and a Dual-Silica system to help remove plaque and help teeth reflect light.
White Glo Sensitivce Forte + is formulated for people with sensitive teeth. Its low abrasion formula uses calcium carbonate instead of cheaper silica to achieve notable whitening results.
Pearl Drops Pure White Whitening Treatment is a specialist at-home whitening treatment claiming to instantly whiten teeth from the first three-minute application. It works by applying Brightener Serum to the teeth for 30 seconds, followed by the Activator Serum for a further 30 seconds. After 20 minutes, teeth are brushed with Pure White Tooth Polish to remove surface stains.
Developed by Unilever scientists and partner laboratories in the UK, Italy and China, Unilever Regenerate Enamel Science contains patented NR-5 technology. The formula, inspired by scientific findings in bone repair and fluoride, protects teeth by harnessing calcium silicate and sodium phosphate to form a crystal structure that is identical to the key mineral in tooth enamel.
The product claims to be the first dental care system to reverse the erosion process and regenerate tooth enamel. Used together, the toothpaste protects and strengthens teeth against cavities, while Boosting Serum protects against future erosion and is said to boost the effectiveness of the toothpaste by 43%.
Colgate is directly targeting the causes of tooth decay with its Maximum Cavity Protection plus Sugar Acid Neutraliser oral care range. It claims that dietary sugars produce unhealthy pH levels leading to demineralization of enamel and eventual tooth decay. The Sugar Acid Neutraliser technology contains arginine to neutralize sugar acids and restore pH to healthy levels, while added calcium works with fluoride to strengthen and remineralize the enamel to help prevent cavity formation.
Putting Power into Oral Care
One of the fastest growing oral care categories is power toothbrushes, up 10% to reach $1.4 billion, according to Euromonitor.
Rechargeable toothbrushes represent about 80% of the market, maintains Philips, which debuted the Sonicare DiamondClean Pink variant in September in the UK. Aimed at women looking for ways to embrace new technology to help with their hectic lifestyles, this power toothbrush is designed to help women make the transition from a manual to an electric toothbrush by using technology that helps prevent abrasion and gum recession to improve gum health. It also has on-the-go appeal in the form of a USB travel case that can be plugged into a laptop computer.
Another recent launch is the Colgate ProClinical A1500 that uses innovative technology and smart sensors to allow the brush to adjust by engaging different speeds and cleaning actions based on the position it is held in the mouth.
Philips is the UK market leader in power flossing, a relatively new concept in oral care, which uses sonic technology to remove plaque in hard-to-reach areas between the teeth. The Philips Sonicare AirFloss range, extended with a pink version in August, dispenses rapid bursts of air and water droplets between teeth, reportedly removing up to five times more plaque than brushing alone.
Aimed at people who don’t floss regularly, Philips found that, in tests, after three months, 96% of previously irregular flossers were using Sonicare Airfloss for four or more days a week.
Without a doubt, technology is driving sales of oral care products in Europe. Whether this leads to better dental health in the long run remains to be seen.
Imogen Matthews
Headington, Oxford UK
Tel: +44 1865 764918
Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
www.thepremiummarketreport.com
While toothpaste represents nearly half of European oral care sales, toothbrushes, mouthwashes/dental rinses and dental floss have experienced the fastest growth, up 3.3%, 4.2% and 3.1% respectively. Added benefits in mouthwashes, such as bad breath control, alcohol-free and vitamin-enriched formulas are encouraging consumers to trade up to higher value products.
Germany is the largest market for oral care products in Europe, worth $2.0 billion, up 2.5% in 2013. Close behind is the UK at $1.7 billion and the fastest growing European country at 5.1%. Italy and France both weigh in at $1.4 billion, while the smallest of the five, Spain, is valued at $800 million.
Room for Improvement
Although teeth brushing can be taken from granted among European consumers (the majority brush twice a day), not all are engaged oral care users, according to Kantar Worldpanel’s year ending June 2013 data. The French use less mouthwash than the European average of eight times a week and are more likely to use it after eating than as part of a morning or evening routine. The Germans and Brits hardly ever use mouthwash after a meal—this characteristic appears to be more common among Mediterranean consumers and perhaps suggests a targeting opportunity for mouthwash manufacturers. In Germany, women use mouthwash more than men, averaging nine versus eight times a week, whereas Spanish men swoosh mouthwash more often than women.
European women are more diligent about flossing than men, averaging six times a week, once more than men. Overall, Spanish consumers are more conscientious users of dental floss, which they do regularly, suggesting that flossing is a staple part of their daily oral care routine. Overall, the majority of European flossers do so before going to bed, peaking at 52% of German dental floss users. As with mouthwash, the French are more likely to floss after eating.
High Tech Solutions
During the past years, there has been an increasing number of premium positioned toothpastes aimed at delivering an enhanced oral care experience. BlanX White Shock with LED Bite contains ActiluX, a patented ingredient activated by light that binds microcrystals to the tooth enamel forming an invisible barrier that dissolves the bacteria responsible for staining. It claims to whiten teeth by up to four shades in two weeks, without peroxide.
Oral-B 3D White Luxe Toothpaste also goes down the whitening route with a formulation that has 32% more polyphosphates and a Dual-Silica system to help remove plaque and help teeth reflect light.
White Glo Sensitivce Forte + is formulated for people with sensitive teeth. Its low abrasion formula uses calcium carbonate instead of cheaper silica to achieve notable whitening results.
Pearl Drops Pure White Whitening Treatment is a specialist at-home whitening treatment claiming to instantly whiten teeth from the first three-minute application. It works by applying Brightener Serum to the teeth for 30 seconds, followed by the Activator Serum for a further 30 seconds. After 20 minutes, teeth are brushed with Pure White Tooth Polish to remove surface stains.
Developed by Unilever scientists and partner laboratories in the UK, Italy and China, Unilever Regenerate Enamel Science contains patented NR-5 technology. The formula, inspired by scientific findings in bone repair and fluoride, protects teeth by harnessing calcium silicate and sodium phosphate to form a crystal structure that is identical to the key mineral in tooth enamel.
The product claims to be the first dental care system to reverse the erosion process and regenerate tooth enamel. Used together, the toothpaste protects and strengthens teeth against cavities, while Boosting Serum protects against future erosion and is said to boost the effectiveness of the toothpaste by 43%.
Colgate is directly targeting the causes of tooth decay with its Maximum Cavity Protection plus Sugar Acid Neutraliser oral care range. It claims that dietary sugars produce unhealthy pH levels leading to demineralization of enamel and eventual tooth decay. The Sugar Acid Neutraliser technology contains arginine to neutralize sugar acids and restore pH to healthy levels, while added calcium works with fluoride to strengthen and remineralize the enamel to help prevent cavity formation.
Putting Power into Oral Care
One of the fastest growing oral care categories is power toothbrushes, up 10% to reach $1.4 billion, according to Euromonitor.
Rechargeable toothbrushes represent about 80% of the market, maintains Philips, which debuted the Sonicare DiamondClean Pink variant in September in the UK. Aimed at women looking for ways to embrace new technology to help with their hectic lifestyles, this power toothbrush is designed to help women make the transition from a manual to an electric toothbrush by using technology that helps prevent abrasion and gum recession to improve gum health. It also has on-the-go appeal in the form of a USB travel case that can be plugged into a laptop computer.
Another recent launch is the Colgate ProClinical A1500 that uses innovative technology and smart sensors to allow the brush to adjust by engaging different speeds and cleaning actions based on the position it is held in the mouth.
Philips is the UK market leader in power flossing, a relatively new concept in oral care, which uses sonic technology to remove plaque in hard-to-reach areas between the teeth. The Philips Sonicare AirFloss range, extended with a pink version in August, dispenses rapid bursts of air and water droplets between teeth, reportedly removing up to five times more plaque than brushing alone.
Aimed at people who don’t floss regularly, Philips found that, in tests, after three months, 96% of previously irregular flossers were using Sonicare Airfloss for four or more days a week.
Without a doubt, technology is driving sales of oral care products in Europe. Whether this leads to better dental health in the long run remains to be seen.
Imogen Matthews
Headington, Oxford UK
Tel: +44 1865 764918
Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
www.thepremiummarketreport.com