Oral Care in the United Kingdom

PROSPECTS

Better oral health from a younger age and prevention reduce need for denture care

In the UK, public health campaigns and healthcare policies are encouraging consumers to take care of their oral health from a younger age. An NHS policy on the training and payment of dentists is set to impact British patients’ oral health.

Healthy lifestyles and consumer awareness foster sales of toothpaste

UK consumers are increasingly embracing a holistic approach to their health and wellbeing, which includes oral care in their daily routines. As a result, consumers are more willing to buy toothpaste and products with specific targeted effects for their teeth, rotating products according to their needs (whitening, cavities, fresh breath).

Despite category maturity, potential exists for new products

Despite the maturity of most categories in oral care, oral care remains directly related to consumers’ health and wellbeing. As a result, it offers opportunities for brands seeking to develop new products as consumers are ready to pay more for better results.

COMPETITIVE LANDSCAPE

Top players remain strong helped by new product development

Oral care remains dominated by top level players although their various growth performances have been mixed. Thanks to the release of a few product innovations, especially in toothpaste and its Sensodyne brand, GlaxoSmithKline remains the category leader.

Natural products and Indie brands

As oral health becomes an extension of beauty routines, similar patterns seen in cosmetics are now impacting oral care. For instance, the category has seen the emergence of smaller actors, traditionally present in skin care developing their own range of oral care as an extension to their portfolios.

Private label and discounters challenge traditional health and beauty retailers

Despite category premiumisation and the rise of natural products, private label is witnessing a good performance with increased shelf space. Boots, for instance, is expanding its own oral care range and offers good value for money products.

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