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Consumer and Innovation Trends in Oral Hygiene
1. Consumer and Innovation
Trends in Oral Hygiene 2014
Toothpaste, toothbrushes, mouthwash, denture care, and
dental floss
Category Series. Published March 2014
Consumer Insight
3. Health & Wellness
Consumers are increasingly aware of the issues affecting their oral health
Source: [1] FDI World Dental Federation 2014; [2]Datamonitor Consumer Survey 2011; [3] Datamonitor Consumer Survey 2013
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Overview Oral health concerns Natural & organic Functional oral care
Consumers place a high level of importance on maintaining oral hygiene
A very high level of basic awareness about the significance of maintaining oral health among consumers is apparent, with 83% of
consumers regarding it as important or very important2. This can be attributed to consumers having greater access to dental care and
exposure of oral hygiene issues/products in the media and everyday life. This has led to greater demand for oral hygiene products
which both address and prevent oral care issues such as plaque buildup and bad breath. A larger percentage of women attached
importance to oral health than men in 2011. While this can be attributed to greater consciousness regarding their appearance (the
percentage of men who found it important/very important to look their best in day-to-day life is 10 percentage points lower than the
percentage of women),3 the male demographic represents a potentially lucrative opportunity to be targeted with male-focused
marketing and products that convey the importance of a consistent oral hygiene routine as well as education regarding the potential
consequences of not following a specific regime.
90%
of the world’s population will suffer from
oral disease in their lifetime ranging from caries,
periodontal diseases and tooth decay to oral
cancer.1
5–10%
of public health expenditure in high-income
countries is related to oral health.1
Although in developed countries, the burden of oral
diseases is decreasing, gum complications are
more common, especially in older people.1
78%
of global
males
88%
of global
females
Find taking care of their oral health (e.g. teeth,
gums) important or very important.2
Women appear to have a better understanding of
the importance of taking care of their oral
hygiene. However this is also likely to be linked to
the cosmetic benefits of oral care.
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4. Easy & Affordable
Waterless solutions deliver instant results for on-the-go, hygiene conscious consumers
Source: Datamonitor’s Product Launch Analytics; [1] Frescoryl Website Italy 2014, – Images: Frescoryl Website 2014; [2] Rolly Brush Website 2014, – Image:
Rolly Brush Website 2014
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Overview On-the-go Multifunctional hygiene Private label
Frescoryl Polar Ice Chewing Toothpaste by
PharmMatt
The product is a chewable toothpaste in the form of a
tablet which requires no brushing or water to be
effective and ensures complete oral hygiene
immediately with a combined whitening effect. The
product is designed to be used in situations such as
after a meal on-the-go, at the office, or after coffee. The
packaging is also lightweight and compact to facilitate
using the product outside the home.1
Rolly Mini Brush by Rolly
A new disposable, waterless, and chewable toothbrush
which is portable, discreet and easy to dispose of. The
product is targeted at consumers with busy lifestyles and is
designed for use when consumers cannot use/access a
traditional toothbrush and toothpaste. The product contains
xylitol and fluoride as well as 276 mini-bristles so it cleans
and protects like a normal toothbrush. It is simple to use and
the consumer needs only to chew the Rolly brush for 2–3
minutes and then dispose of the product.2
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5. Individualism & Expression
Case study: Slim Sonic Portable Electric Toothbrush by Violight
Source: Datamonitor analysis 1] Violight Website 2014; – Image: Violight Website 2014
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Allowing consumers to personalize their choices
The Slim Sonic Portable Electric Toothbrush is the first electric, portable
toothbrush with a vented mascara style cap by US-based Violight Inc.
While not a customizable, the Slim Sonic does allow consumers to
express their individuality and personal preferences using a wide range
of bright colors and patterns which consumers can pick from in order
reflect their own style and personality. With over half of US women
attaching importance to choosing brands that match their personal
attitudes and outlook, this highlights how consumption is often used to
construct one’s self-identity of which the Slim Sonic is well positioned to
capitalize on.
Brands must not overlook the impact of design in the marketing
mix
Packaging forms an integral part of a brand’s overall image and allure,
particularly when facing a differentiation challenge in an overcrowded
market. If leveraged effectively, packaging will serve to create a more
emotive consumer-brand engagement
Innovation into truly customizable options will better cater to
increasingly complex demands for individual solutions
While this product demonstrates an effective way for consumers to
personalize their product choice, greater innovation into more
customizable products which the consumer can interactively assist in
designing such as brush hardness and interchangeable brush colors is
likely to be well received in future given the success in other personal
care categories.
Overview Customization opportunities Visual culture Right-for-me
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6. Comfort & Uncertainty
Three in five oral care shoppers (59%)1 do not trust or are ambivalent towards
product performance claims
Arguably a legacy of the industry having spent so long making too many promises,
the majority of global consumers, are either ambivalent or distrusting towards the
claims and statements made by cosmetic/beauty brands and product performance
claims. Failure to counter this cynicism will result in lapsed or lost users, ultimately
serving to hurt the bottom line. This is all the more apparent among a more
discerning, questioning, and “information-hungry” audience. The onus is therefore
on manufacturers to instill confidence through greater transparency at both brand
and product level. Brands which can deliver on their claims and ensure that their
products are truthful in their efficacy are likely to win over consumers who in return
will continue to use their products as they successfully address their needs.
Brands need to implement better strategies to win the trust and loyalty of more consumers
Source: [1]Datamonitor’s Consumer Survey 2013 ; [2]Datamonitors Consumer Survey 2011
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Brands need to improve the performance and efficiency
of their products in order to improve the level of trust in
their offering.
38%
Overview Simplifying product choice Brand loyalty At-home solutions
Consumers deeming statements or claims made by
beauty/cosmetic companies to be somewhat or
completely trustworthy, global, 20112
55%
of global consumers
tend to agree/strongly agree that
they would rather stick with a
health and beauty brand that
they know works for them, than
try out a new one.2
59%
find these claims
untrustworthy or are
ambivalent towards
them.
41%
find these claims
somewhat/completely
trustworthy.
Vs.
“How trustworthy do you consider general
performance claims made by beauty products?” oral-
care shoppers (%) global, 20131
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