The target market for toothpaste is a diverse group of people who have one common need: they all want to keep their teeth clean!
But from a marketing standpoint, the market can be divided into a number of segments that make it possible to build and market products that cater to the specific needs of a particular segment.
To truly understand this market, we need to ask ourselves – what is the consumer looking for in a toothpaste? What makes one brand more appealing than another?
In this article, we will look at the different segments of the target market for toothpaste and review what people in each segment look for.
Segmenting the Target Market for Toothpaste
To best understand the target market for toothpaste, we must understand the different needs and wants that consumers have.
When we analyze people’s needs when it comes to purchasing toothpaste and segment the market based on need, we get the following customer segments:
- People who want whiter teeth
- People who want to prevent cavities
- People who have sensitive teeth
- People who want fresh breath
- People who want to prevent tartar buildup
- People who want organic toothpaste
- People who prefer herbal toothpaste
- People with braces
- Children
- Smokers
Let’s did deeper and see what each of these segments looks for in a toothpaste.
1. People who want whiter teeth
Many people choose their toothpaste based on the desire to have whiter teeth. In this case, they are looking for a toothpaste that contains bleaching agents such as hydrogen peroxide or carbamide peroxide.
They want a product that will remove stains and make their teeth look brighter with regular use. Of course, as the Mayo Clinic points out here, whitening toothpaste only lightens the stain and does not change the natural color of the teeth.
2. People who want to prevent cavities
Cavities are caused by bacteria that live in the mouth and produce acids that eat away at tooth enamel.
Toothpaste that is marketed as being anti-cavity often contains fluoride, which helps to strengthen tooth enamel and make it more resistant to acid.
3. People who have sensitive teeth
Sensitive teeth can be caused by a number of factors including tooth decay, gum disease, or wearing away of the tooth enamel.
People who have sensitive teeth need a toothpaste that does not contain abrasives and is gentle on the teeth.
Some toothpastes for sensitive teeth also contain potassium nitrate, which helps to block the nerves in the teeth that cause pain.
4. People who want fresh breath
One of the main reasons people brush their teeth is to get rid of bad breath. This could be in the morning after they get up or after having eating foods with strong flavors and odors.
People with breath problems look for a toothpaste that contains ingredients that will mask the bad breath or eliminate the bacteria that cause it.
5. People who want to prevent tartar buildup
Tartar is a hard deposit that can form on teeth and is difficult to remove with brushing alone.
Tartar buildup can lead to gum disease and tooth decay, so people who are concerned about it look for a toothpaste that contains tartar-control ingredients such as pyrophosphates.
6. People who want organic toothpaste
There is an increasing demand for organic products, and this includes toothpaste. People who want organic toothpaste are looking for a product that does not contain chemicals or other synthetic ingredients.
Some organic toothpastes also contain natural ingredients that are thought to be good for oral health, such as tea tree oil or baking soda.
7. People who prefer herbal toothpaste
Herbal toothpastes are made with natural ingredients that are thought to be beneficial for oral health.
Some of the most common ingredients in herbal toothpastes include neem, clove, and basil.
Herbal toothpastes are usually free of fluoride, which some people prefer.
8. People with braces
People with braces need to be careful about the type of toothpaste they use because some brands can be too abrasive and damage the braces.
People with braces should look for a toothpaste that is labeled as “gentle” or “for sensitive teeth.”
9. Children
Children are a clear target market for toothpaste. Just go to your closest grocery store and look at all the brands available targeting children.
Naturally, all parents want their children to have clean teeth without cavities. But they should take care and understand the impact of different types of toothpastes on children’s teeth.
We recommend this article from the Mayo Clinic where they outline the risk if children use too much toothpaste.
10. Smokers
Finally, from a marketing standpoint, smokers are in a category by themselves because they have unique needs when it comes to oral care.
Smokers are more likely to develop gum disease and tooth decay, so they need toothpaste that is formulated to address these problems.
Some toothpastes for smokers contain ingredients that help to remove tobacco stains and remove the bad odor of tobacco.
Conclusion
In this article, we analyzed the target market for toothpaste by studying the need consumers have that is satisfied by a certain type of toothpaste.
Some consumers are affected by aesthetics. This includes people who want whiter teeth or those who have braces.
Others are more interested in the health aspects of toothpaste. For instance, they may want to prevent cavities or tartar buildup. Or they may have sensitive teeth.
Other segments of this market are impacted by the social aspects of clean teeth. These are people who choose toothpaste to get rid of bad breath or the smell of cigarette smoke.
Some people focus on the toothpaste itself and how it is made. They may only purchase organic toothpaste or at least one made from natural ingredients.
And finally, there are children in a segment of their own because of the need to find the right balance between using toothpaste to benefit their oral health without causing any long-term harm.
