Adult Mouth Care in the United
Kingdom
Headlines
·
Adult mouth care continues to
see steady growth, as consumers show greater interest in stronger
mouthwashes
offering more effective oral hygiene. The rising cost of trips to the dentist
is encouraging consumers to take better care of their oral health, assisting
the growth of the adult mouth care to £41 million in 2007.
·
Growth over 2007-8 was
consistent with the review period performance, growing by approaching 6% in
current value terms. This was due to a relatively static environment in which
there were relatively few new releases or expenditure on advertising and
promotion.
·
The adult mouth care
environment is forecast to see strong growth of 10% in constant value terms
over the forecast period. This is stimulated by growing interest in oral
hygiene as people come to realise the part that mouth care plays in overall
health of the body – for example over the last decade, mounting evidence from
studies suggest that gum disease may be an independent risk factor for
hardening of the arteries and cardio vascular disease.
·
Reckitt Benckiser still held
the largest share of sales in 2008 at just under 30%, due to its sole adult
mouth care brand Bonjela. GlaxoSmithKline was the second largest player with
Corsodyl, which is the best-selling medicated mouthwash in the UK. The company
ran a highly visible “missing tooth” campaign which helped stimulate sales
slightly. The brand also expanded its range with toothpaste.
·
Recently there has been a lot
of interest in gum health, with both doctors and dentists stressing the
importance of healthy gums to the overall health of the body. In line with this
several new products have been released which cater to rising demand. Gum
disease is seen as the leading cause of tooth lose because gingivitis erodes
the gums. New products such as Corsodyl Daily Defence seek to address gum
health. Sensitivity is also a major concern. Sensodyne Pronamel was released by
GSK and was one of the company’s most successful new product launches. The
company has also extended the range with a mouthwash and a child-specific
toothpaste.
·
Considering the importance of
clean gums to healthcare many mainstream brands are looking to produce
interdental brushes in order to maintain mouth health. At present it is the
preserve of niche brands such as TePe, produced and manufactured in Sweden.
·
PerioBalance released probiotic
gum specifically formulated for oral health. GUM Periobalance is a daily dental
probiotic supplement claiming to make positive changes in gum health, as well
as overall oral health, during the first 28 days of use.
Sector Data
£ million
2003 2004 2005 2006 2007 2008
Adult mouth care 31.0 33.7 35.2 36.7 38.8 41.0
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% current value growth
2007/08 2003-08 CAGR 2003/08 TOTAL
Adult mouth care 5.6 5.7 32.1
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% retail value rsp
Company 2004 2005 2006 2007 2008
Reckitt Benckiser Plc 29.7 29.5 29.5 30.0 29.7
GlaxoSmithKline Plc 24.6 24.3 24.5 23.9 23.2
Pfizer Consumer 16.9 17.2 16.9 17.0 16.5
Healthcare Ltd
Colgate-Palmolive UK Ltd 17.2 17.4 17.3 16.4 15.6
Schering-Plough Ltd 5.7 6.0 6.1 6.6 6.8
Whitehall Laboratories 1.3 1.5 1.6 1.8 1.8
Ltd
DDD Group, The 1.5 1.6 1.6 1.8 1.8
Private Label 0.9 1.0 1.0 1.1 1.2
Others 2.2 1.5 1.4 1.4 3.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
% retail value rsp
Brand Company 2005 2006 2007 2008
Bonjela Reckitt
Benckiser Plc 29.5 29.5 30.0 29.7
Corsodyl GlaxoSmithKline
Plc 24.3 24.5 23.9 23.2
Oraldene Pfizer
Consumer 17.2 16.9 17.0 16.5
Healthcare
Ltd
Colgate Chlorohex Colgate-Palmolive UK Ltd 17.4 17.3 16.4 15.6
Rinstead Pastilles Schering-Plough Ltd 6.0 6.1 6.6 6.8
Anbesol Whitehall
Laboratories Ltd 1.5 1.6 1.8 1.8
Medijel DDD
Group, The 1.6 1.6 1.8 1.8
Private label Private Label 1.0 1.0 1.1 1.2
Others 1.5 1.4 1.4 3.3
Total 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
£ million
2008 2009 2010 2011 2012 2013
Adult mouth care 41.0 42.3 43.2 44.1 44.7 45.2
Source: Official
statistics, Trade associations, Trade press, Company research, Trade
interviews, Euromonitor International estimates
% constant value growth
2008-13
CAGR 2008/13
TOTAL
Adult mouth care 2.0 10.4
Source: Official statistics, Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
