Monday, October 7th, 2013 - Roy Morgan Research

20% of Australia’s main grocery buyers aged 14+ now buy Sensitive toothpaste in an average six months, up from 17% four years ago.  

In the year to June 2013, 22% of women and 17% of men who are main grocery buyers bought Sensitive toothpaste in an average six months—each up 3% points on the year to June 2009. 

Grocery shoppers aged 50 to 64 are the most likely to purchase Sensitive toothpaste (24%), ahead of those aged 65 or over (21%).

The incidence of purchasing Sensitive toothpaste among 35 to 49 year-old shoppers has declined over the past two years, back down to 19% now after peaking at 21% in the year to June 2011.

Incidence of purchasing Sensitive toothpaste in an average six month period by age group 

Source: Roy Morgan Single Source (Australia) July 2008 – June 2013. Base:  Australian Main Grocery Buyers aged 14+. Average annual sample n = 15,253

Sensodyne remains the most popular brand of Sensitive toothpaste overall, with 11% of all grocery shoppers purchasing regular Sensodyne and/or one of the brand’s supplementary adaptations in an average six months. The various Sensitive versions from Colgate attract a combined 9% of shoppers.

Sensodyne is the most popular Sensitive toothpaste brand within most age groups, but Colgate is the most popular among those aged under 25.

Angela Smith, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Over the last five years, there has been an increase in consumers purchasing Sensitive type toothpastes. Sensodyne and Colgate currently dominate the market, but Sensitive toothpastes from brands such as Macleans and Oral B also take a share.

“In a market where almost all population growth is in the 50+ age group marketers need to understand growth opportunities among these older customers.”

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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