Oral healthcare

The Challenge

Our client, a global Health & Beauty manufacturer, wanted to understand oral care path to purchase in order to inform their UK distribution strategy.

Our client wanted to review their strategy across key areas:

• Regime and ranging: Profiling shopper type, needs and behaviors
• Influencing touchpoints: The path to purchase
• Distribution: Understanding the channel landscape
• Messaging: Quantifying the decision making across the P2P

Our approach

A large nationally representative online survey provided the backbone of the research, looking at attitudes to oral care regimes and purchase behaviors.

Face to face interviews and observation at fixture provided insight into what happens in store, while accompanied websurfs added depth to online purchase behaviors.

Finally, passive metering mapped out online touchpoints and their influence on purchase decisions.

The outcome

We identified the key influences and steps in the path to purchase for oral care, providing recommendations on critical touchpoints, resonating messages and ranging by channel.

Our research identified differences and opportunities to widen the oral care regime for different sub-groups. These will be used by the category and brand teams for NPD and marketing.

Finally, we provided robust insights to engage retailers in growing the oral care category in their channel.