Retail Intelligence

Over Half Of Consumers Replace Toothbrush At Least Four Times A Year

By Publications Checkout
Over Half Of Consumers Replace Toothbrush At Least Four Times A Year

More than half of Irish consumers (57%) purchase a new toothbrush at least once every 1-3 months, while a further 32% indicated they replace their toothbrush once every 4-6 months, according to the latest Consumer Insights report from Empathy Research.

Breaking these figures down by gender, females are significantly more likely to replace their toothbrush than males, with more than 6 out of 10 females (62%) buying a new toothbrush once every 1-3 months, compared to 50% of males.

70% of Irish consumers indicated they purchase toothpaste at least once a month, while a further 23% purchase toothpaste once every 2-3 months. Those with children are more frequent toothpaste purchasers, with 41% of parents purchasing toothpaste more than once a month. This is significantly higher compared to those with no children (30%).

When it comes to choosing what type of toothpaste they buy, half (51%) say cost is the most important factor, while 39% look for promotions such as BOGOF when purchasing toothpaste. Other important factors include whitening formulas (38%), toothpaste brands (38%) and formulas for sensitive teeth (38%).

Mouthwash is also a popular oral hygiene product among Irish consumers, with almost 3 out of 4 consumers (72%) indicating they purchase mouthwash frequently. Almost half (49%) indicated they purchase floss. Both are predominantly driven by females; mouthwash (75% vs. 68% males) and floss (56% vs. 39% males). More than 1 in 4 Irish consumers (27%) purchase electric toothbrushes.


Click here for more information from Empathy Research.

© 2015 - Checkout Magazine by Niall Swan

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