oral hygiene february 2012

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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

[email protected]


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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
http://oxygen.mintel.com/display/609420/http://oxygen.mintel.com/display/609420/


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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

[email protected]

2013 Mintel Group Ltd. All rights reserved. Confdential to Mintel.

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