Consumer Trends in the Oral Hygiene Market in Spain , 2011

Report Summary

This report provides the results for the Oral Hygiene market in Spain from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Oral Hygiene market in Spain face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Oral Hygiene market in Spain they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

• Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
• This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

• Detailed category coverage is provided, covering the Dental Floss market, the Denture Care market, the Toothbrushes and Replacement Heads market, the Toothpaste market and the Breath Freshners (non-confectionery) market.
• Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
• Detailed brand and private label category shares for 2011 for each product category
• Unique retailer choice and switching data at the product category level for 2011

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Oral Hygiene Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Breath Fresheners (non Confectionery)
2.2.2 Dental Floss
2.2.3 Denture Care
2.2.4 Mouthwash
2.2.5 Toothbrushes & Replacement Heads
2.2.6 Toothpaste
2.3 Behavioural Trends and Market Value
2.3.1 Breath Fresheners (non Confectionery)
2.3.2 Dental Floss
2.3.3 Mouthwash
2.3.4 Toothbrushes & Replacement Heads
2.3.5 Toothpaste

3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Breath Fresheners (non Confectionery)
3.1.2 Dental Floss
3.1.3 Denture Care
3.1.4 Mouthwash
3.1.5 Toothbrushes & Replacement Heads
3.1.6 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes & Replacement Heads
3.2.6 Toothpaste

4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes & Replacement Heads
4.2.6 Toothpaste

5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Breath Fresheners (non Confectionery)
5.1.3 Dental Floss
5.1.4 Denture Care
5.1.5 Mouthwash
5.1.6 Toothbrushes & Replacement Heads
5.1.7 Toothpaste

6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behaviour
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral Hygiene Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Oral Hygiene Volume Impact of Consumer Behaviour Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
7.1.2 Retail Share by Volume - Dental Floss
7.1.3 Retail Share by Volume - Denture Care
7.1.4 Retail Share by Volume - Mouthwash
7.1.5 Retail Share by Volume - Toothbrushes & Replacement Heads
7.1.6 Retail Share by Volume - Toothpaste
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 Auchan Switching analysis
7.2.3 Carrefour Switching analysis
7.2.4 Schwarz Group Switching analysis
7.2.5 Other Switching analysis
7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.3.1 Auchan
7.3.2 Carrefour
7.3.3 Miquel
7.3.4 Schwarz Group
7.3.5 Other

8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Population Profiles
Table 4: Spain Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: Spain Oral Hygiene Value Share (%), by Gender, 2011
Table 6: Spain Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Spain Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Spain Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Spain Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Spain Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: Spain Dental Floss Consumer Group Share (% market value), 2011
Table 12: Spain Dental Floss Consumer Group Share (% market value), 2011
Table 13: Spain Mouthwash Consumer Group Share (% market value), 2011
Table 14: Spain Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: Spain Toothpaste Consumer Group Share (% market value), 2011
Table 16: Spain Total Breath Fresheners (non Confectionery) Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Spain Total Dental Floss Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Spain Total Mouthwash Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Spain Total Toothbrushes & Replacement Heads Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Spain Total Toothpaste Value (euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Spain Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 22: Spain Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 23: Spain Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: Spain Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: Spain Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: Spain Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: Spain Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: Spain Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: Spain Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 30: Spain Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 31: Spain Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 32: Spain Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 33: Spain Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 34: Spain Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 35: Spain Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 36: Spain Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 37: Spain Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 38: Spain Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 39: Spain Oral Hygiene Private Label Penetration (% Vol), by Category, 2011
Table 40: Spain Breath Fresheners (non Confectionery) Brand Share by Volume (% Vol), 2011
Table 41: Spain Dental Floss Brand Share by Volume (% Vol), 2011
Table 42: Spain Mouthwash Brand Share by Volume (% Vol), 2011
Table 43: Spain Mouthwash Brand Share by Volume (% Vol), 2011
Table 44: Spain Toothbrushes & Replacement Heads Brand Share by Volume (% Vol), 2011
Table 45: Spain Toothpaste Brand Share by Volume (% Vol), 2011
Table 46:  Spain, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47:  Spain, Breath Fresheners (non Confectionery): Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 48:  Spain, Dental Floss: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 49:  Spain, Denture Care: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 50:  Spain, Mouthwash: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 51:  Spain, Toothbrushes & Replacement Heads: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 52:  Spain, Toothpaste: Percentage of  Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 53: Spain Oral Hygiene Market Value (euro million), by Category, 2011
Table 54: Spain Oral Hygiene Market Value (US$ million), by Category, 2011
Table 55: Spain Oral Hygiene Market Volume (Ltrs m)(Units m), by Category, 2011
Table 56: Spain Oral Hygiene Market Share (US$ million), by Category, 2011
Table 57: Spain Oral Hygiene Expenditure Per Capita (euro), by Category, 2011
Table 58: Spain Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 59: Spain Oral Hygiene Expenditure Per Household (euro), by Category
Table 60: Spain Oral Hygiene Expenditure Per Household (US$), by Category
Table 61: Spain Oral Hygiene Market Volume Share (Ltrs m)(Units m), by Category, 2011
Table 62: Spain Oral Hygiene Consumption Per Capita (Kilograms per head), by Category, 2011
Table 63: Spain Oral Hygiene Consumption Per Household (Kilograms per household), by Category, 2011
Table 64: Spain Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Table 65: Spain Dental Floss Retailer Share by Volume (Units m), 2011
Table 66: Spain Mouthwash Retailer Share by Volume (Ltrs m), 2011
Table 67: Spain Mouthwash Retailer Share by Volume (Ltrs m), 2011
Table 68: Spain Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Table 69: Spain Toothpaste Retailer Share by Volume (Ltrs m), 2011
Table 70: Spain: People Who Have Switched Retailer for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 71: Spain: Switchers to Auchan for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 72: Spain: Switchers From Auchan for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 73: Spain: Switchers to Carrefour for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 74: Spain: Switchers From Carrefour for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 75: Spain: Switchers to Schwarz Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 76: Spain: Switchers From Schwarz Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 77: Spain: Switchers to Other for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 78: Spain: Switchers From Other for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 79: Spain: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011
Table 80: Spain: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011
Table 81: Spain: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Miquel (% by Subgroup), 2011
Table 82: Spain: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011
Table 83: Spain: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: Spain Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Spain Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: Spain Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Spain Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Spain Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Spain Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Spain Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Spain Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Spain Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Spain Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Spain Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Spain Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Spain Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Spain Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Spain Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Spain Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Spain Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Spain Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Spain Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 21: Spain Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: Spain Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: Spain Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: Spain Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Figure 25: Spain Dental Floss Retailer Share by Volume (Units m), 2011
Figure 26: Spain Dental Floss Retailer Share by Volume (Units m), 2011
Figure 27: Spain Mouthwash Retailer Share by Volume (Ltrs m), 2011
Figure 28: Spain Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Figure 29: Spain Toothpaste Retailer Share by Volume (Ltrs m), 2011