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The Grocery Eye – Show us your pearly whites

The oral care category is valued at over £1 billion and while specific products are often bought owing to habitual purchase, the category is relatively more driven by health claims and other product benefits than food and drink categories.

In addition, whilst price is an important consideration it is also recognised for being high quality. Brand plays a stronger role presenting an opportunity to push premium new product development, whether it’s focussing on core health attributes or more cosmetic benefits.

The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the oral care category to understand topics such as perceptions towards category innovation, product attributes, as well as drivers and barriers to purchase.

Check out our infographic which provides a top level overview of some key research findings across the oral care category including:

  • Purchase motivators – from price and health information to brand and product type.
  • Drivers and barriers to purchase – what are the most important factors?
  • Future considerations – the features which will be important over the next 2 years.

For a detailed overview of consumer perceptions across the oral care sector and The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400

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