Toothpaste and tooth brush usage in Vietnam

P/SYour
are thesub-title
dominant here
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

69% 69%

18%
15% 13%
10%
3% 2%

1 time 2 times 3 times 4 times and more

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)
9%

34%
56%

80% 79%

94%
No
Yes
66%
44%

20% 22%

Before breakfast After breakfast After lunch After dinner Before going to
bed

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

4% 8%

23%
Less than 1 min
1-3 mins
4-5 mins
6-10 mins
Over 10 mins

66%

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
42%

38%

33%

27%

Female
17% 18%
Male
13%
10%

2%
1%

Less than a Every one month Every 2 months Every 3-4 Longer than 4
month months months

Only 15% changes toothbrushes once per month or less

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

 Common dental care products
83%

68%

35%

18% 16%
9% 8%

Toothbrush Toothpaste Mouthwash Tongue Dental floss Electric Interdental

brush toothbrush brush

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
62% 62%
58% Female
56% 56%
52%
Male

44%46%
43%
40%

32% 33%
32%
27%

2%
0%

Row of teeth Bad breath Decayed Color of teeth Periodontal Tartar Huts when Others
teeth disease eating cold
items

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
1% 0%
0%
1%
6%

9%
P/S
Colgate
Close up
14% Sensodyne
Glister
Aquafresh
Darlie
69%
No answer

Dominant popularity of P/S

Q. Which brand comes up first when you hear "toothpaste“? N=510 By free comment
 Top of the mind: Toothbrush brand

19%

0% 0% P/S
0% Colgate
1% Close up
3% Oral B
1%
Lipzo
Aquafresh
57%
Systema
18% Engbo
No answer

Dominant popularity of P/S

Q. Which brand comes up first when you hear "toothbrush“? N=504 By free comment
 Purchase factors
76% Important

Most important
factor
53%

41%
38%

29% 27% 25%

20% 18%
15% 13% 12% 11%
8% 8%
5% 1%
2% 3% 2% 1% 1%

Brand are quite high factors, although Ingredients / effects are what has been
paid attention most
Q. Which are important factors when you buy toothpaste? N=508
Q. Which is the most important factor? N=508
 Concern about effects
71%
65% Important
61% Most important

44%
40%
39% 37% 36%

26%

11%
7% 6% 6% 4%
4%
1%
Whitening Prevent Fresh Anti Remove Sensitivity Reduce Others
caries bacteria plaque gingivitis

Strong concerns over “prevent caries” and “whitening”

Q. Which effects do you care when you buy toothpaste? N=508
Q. Which effect do you care the most? N=508
 Toothpaste brand recognition and usage
Doreen 5% 9% 20% 14% 51%

Xylitol 7% 13% 21% 21% 38%

Crest 5% 7% 14% 13% 61% I use this brand regularly

Bamboo Salt 5% 7% 15% 15% 59% I have used this brand

before
Darlie 5% 10% 15% 17% 53%
I know this brand and would
consider to buy
Sensodyne 8% 21% 25% 17% 29%
I know this brand and would
not consider to buy
Aquafresh 8% 18% 23% 18% 34%
I do not know this
Close up 19% 54% 15% 9% 3%

Colgate 25% 58% 9% 7%2%

P/S 69% 22% 6%3%

1%

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

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

Gender Age

18-24
49.6% 31.7% 34.0%
Male 25-34
50.4%
Female 35-49
34.3%
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