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Toothpaste and tooth brush usage in Vietnam

P/S are the dominant brand in Vietnam

Executive summary

• Female brushes their teeth more than male

• Before / after going to bed are the most common timing of brushing teeth

• 1-3 minutes are the most common duration of brushing teeth

• Only 15% changes toothbrushes once per month or less

• Other than toothbrush / pastes, tooth care products are not widely used

• P/S has the dominant popularity. What comes afterwards are Colgate and Close up

Frequency of brushing teeth

1 time 2 times 3 times 4 times and more

10%

69%

18%

3%

15%

69%

13%

2%

Female Male

Female brushes their teeth more than male

Q. How often do you brush your teeth in a day? N=511

Frequency of brushing teeth (Timing)

Before break-fast

After breakfast After lunch After dinner Before going to bed

94%

20% 22%

44%

66%

9%

80% 79%

56%

34%

NoYes

Before / after going to bed are the most common timing of brushing teeth

Q. When do you brush your teeth usually? N=511

Average time of brushing teeth

8%

66%

23%

4%

Less than 1 min1-3 mins4-5 mins6-10 minsOver 10 mins

1-3 minutes are the most common duration of brushing teeth

Q. How long do you brush your teeth in average one time? N=511

Frequency of changing toothbrush

Less than a month

Every one month

Every 2 months

Every 3-4 months

Longer than 4 months

1%

13%

27%

42%

18%

2%

17%

33%

38%

10%

Female Male

Only 15% changes toothbrushes once per month or less

Q. How often do you change your toothbrush? N=511

Common dental care products

Toothbrush Toothpaste Mouthwash Tongue brush

Dental floss Electric toothbrush

Interdental brush

83%

68%

35%

18% 16%9% 8%

Other than toothbrush / pastes, tooth care products are not widely used

Q. What of the followings do you use when brushing your teeth? N=510

Concerns about teeth

Row of teeth Bad breath Decayed teeth

Color of teeth Periodontal disease

Tartar Huts when eating cold

items

Others

32%

62%58%

62%

33%

44% 43%

0%

27%

56% 56%52%

32%

46%

40%

2%

Female

Male

High concerns on bad breath, tooth colors and decayed teeth

Q. What are the things that you are concerned about your teeth? N=510

Top of the mind: Toothpaste brand

Dominant popularity of P/S

Q. Which brand comes up first when you hear "toothpaste“? N=510 By free comment

69%

14%

9%

1% 1%0% 0%6%

P/SColgateClose upSensodyneGlisterAquafreshDarlieNo answer

Top of the mind: Toothbrush brand

Dominant popularity of P/S

Q. Which brand comes up first when you hear "toothbrush“? N=504 By free comment

57%

18%

1%3%

1%

0%

0%

0%

19%

P/SColgateClose upOral BLipzoAquafreshSystemaEngboNo answer

Purchase factors

Brand

Countr

y of o

rigin

Ingred

ients/

Effect

Price

Flavor

Recom

mende

d by o

thers

Promoti

on

Advert

isemen

t

Packa

ge SizeOthe

r

76%

53%

41%38%

25%20% 18%

13% 12% 11%

1%

28%

15%

27%

8% 8%5% 2% 3% 2% 1% 1%

Important

Most important fac-tor

Q. Which are important factors when you buy toothpaste? N=508Q. Which is the most important factor? N=508

Brand are quite high factors, although Ingredients / effects are what has been paid attention most

Concern about effects

71%65%

61%

44%40%

37% 36%

4%

26%

39%

11%7% 6% 6% 4%

1%

ImportantMost important

Strong concerns over “prevent caries” and “whitening”Q. Which effects do you care when you buy toothpaste? N=508Q. Which effect do you care the most? N=508

Toothpaste brand recognition and usage

P/S has the dominant popularity. What comes afterwards are Colgate and Close up

Q. To what extend do you know toothpaste brands below? N=508

P/S

Colgate

Close up

Aquafresh

Sensodyne

Darlie

Bamboo Salt

Crest

Xylitol

Doreen

69%

25%

19%

8%

8%

5%

5%

5%

7%

5%

22%

58%

54%

18%

21%

10%

7%

7%

13%

9%

6%

9%

15%

23%

25%

15%

14%

14%

21%

20%

3%

7%

9%

18%

17%

17%

14%

13%

21%

14%

1%

2%

3%

34%

29%

53%

59%

61%

38%

51%

I use this brand regularly

I have used this brand before

I know this brand and would consider to buy

I know this brand and would not consider to buy

I do not know this

Survey information Number of respondents: 511 Gender: Male / Female (254 males and 257 females) Age group: 18 - 49 Location: Nationwide Conducted on March, 2016

49.6%50.4%

Gender

MaleFemale

34.0%

34.3%

31.7%

Age

18-2425-3435-49

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