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UK oral hygiene market to increase at a CAGR of 3%

Matt Bodimeade

The UK oral hygiene market has been forecast to increase at a compound annual growth rate (CAGR) of 3% over the next five years, rising from a value of $1,606.2 million in 2012, to reach $1,865 million by the end of 2017.

Market consumption volumes increased with a CAGR of 1.6% between 2008 and 2012, to reach a total of 448.9 million units in 2012.

This suggests consumers took advantage of the promotional offers frequently used by the region's top oral care retailers: supermarkets Tesco and Asda and pharmacy giant Boots.

As the majority of adults in the UK consider tooth brushing as an integral part of their daily routine, with nearly all adults using toothpaste and a toothbrush, and almost seven ten using dental ancillaries, this has helped to support category sales.

While the market has reached close to 100% penetration for basic items (eg toothpaste and toothbrushes) and is serviced by a comprehensive and wide-ranging product offer, there is still room for growth.

There is an opportunity to upgrade the basic one-step brushing regimen to include a mouthwash and, for more sophisticated shoppers, interdental items, which are relatively uncommon features of bathroom cabinets in the UK.

Sensitivity is a major concern for almost four in ten adults and around a third of the population are concerned about plaque build up, cavities and gum problemes, in that order. Today's diets - whether fruit filled and healthy or more indulgent and peppered with sweet treats - damage teeth.

Steadily increasing sales of mouthwash suggest consumers are widening their personal oral care product portfolios so it is possible that additional care steps - such as flossing- could be added on a more regular basis.

Traditional advertising, promotional activities and low prices have little impact on consumer purchasing choices; just over one in ten are influenced by cheap prices. Hygienists recommendations influence a similar proportion.

Leading players in the UK oral hygiene market include Colgate-Palmolive Company, GlaxoSmithKline Plc and Procter & Gamble Company.

For more information on the UK oral hygiene market, see the latest research: UK Oral Hygiene Market

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