Older consumers in UK have more concern for oral hygiene: Report

Old people in the UK show increased concern for their oral hygiene compared to other age groups of the country, finds a new survey by UK-based research firm Canadean – Health & Beauty.

The report ‘Consumer Trends in the Oral Hygiene Market in the UK, 2011’ observed that older consumers have accounted for close to 30% of the market share in 2011, with next only being 15% from mid-lifers.

Interestingly, tweens & early teens appeared to be least concerned about their oral hygiene, and stood last in the chart with a mere 7%, losing to even kids & babies at 9.5%.

UK consumers have been quite cautious in purchasing oral hygiene products, noted the report, which revealed that nearly 28% of the people have cited ‘better value for money’ to be influencing their overall consumption of oral hygiene products.

With urban and rural divide at 72%:28%, female consumers in the UK led the oral hygiene market during 2011 with 53%.

Among the segments, toothpaste represented the maximum share in the market with a significant 41%, followed toothbrushes & replacement heads at 28%.

Mouthwash stood third with 15%, followed by dental floss, denture care and breath fresheners (non confectionery) – all posting less than 10% share.

However, in volume terms, toothbrushes & replacement heads held a notable lead at 54%, followed by mouthwash at 18%. Toothpaste stood fourth in the chart with slightly less than 10%, according to the report.

The upper secondary segment of the UK led the oral hygiene market during 2011 with about 28% share, while affluent category managed a significant 44.2% share among the wealth groups of the country.

Time rich consumers having more than 7 hours of leisure time per day held 32% share in the market, followed by time poor consumers having just about 1 to 3 hours of leisure time per day at 29% among other busy lives groups in the UK.

Though branded products demonstrated the lead, the year 2011 witnessed a notable penetration by private label items, with products pertaining to dental floss holding more than 27% volume share in the market.

Click here for more details of the report.