Taste is the most important for USA toothpaste and mouthwash buyers
Taste is the most important for USA toothpaste and mouthwash buyers
Taste is the most important for USA toothpaste and mouthwash buyers
Boaz Grinvald

Boaz Grinvald

Jun 17, 2019 ‧ 4 MIN.

Continuing the theme from our coffee makers expose, its surprising to see that in the oral care market consumers are most concerned about taste then anything else. You’d expect them to be concerned about health, gum care, whitening and a range of other things… but the data says differently, taste is 2nd in importance for US toothpaste and mouthwash buyers in a long list of 56 different stated topics of interest. The 1st topic by the way is Overall Satisfaction, stating their general happiness from the product. Want to know what are the top 5 considerations for buyers of oral healthcare products? keep on reading.

For the past 3 years we’ve been providing the world leading brands with visibility into consumer analytics almost in real-time. Exposing strengths and weaknesses of their competition, discovering interest shifts and new interests, new products and features, and spotting new trends as soon as they begin to rise. In this case, we leveraged our technology to look into the $9B oral healthcare products market… just for fun.

Analyzing 278,000 consumer opinions with a single click

consumer opinions collected

It’s quite easy actually, all we needed to do was to feed our software with consumer opinions from several US eCommerce sites that include consumer reviews. Overall our software collected 278,000 consumer opinions for the period of 2016 to 2019. These reviews and opinions included about 919,000 separate sentences of value about coffee makers.

The data collected covered over 70 different brands, and over 1,400 unique products.

Not requiring any setup or pre-definitions, the Revuze software automatically discovers and organizes the data into discussion topics and breaks them down into valuable sentences (generic sentences like “yesterday I was shopping online.” are automatically ignored). Then it detects the sentiment for each sentence (positive, neutral, negative). The % of the positive sentences dictates the average market sentiment. The same is done to state the sentiment for a topic of discussion or a brand or a specific product. This way any role in any organization can easily understand consumer preferences and sentiment without the need to rely on experts or stand in lines.

So, what do consumers care about in Oral Care?

For the US oral care market, the overall market sentiment is 84%, meaning 84% of the sentences analyzed are positive (16% of sentences are neutral or negative). Average star rating in this market is also relatively high, and is 4.32 stars.


The Revuze software auto discovered that consumers care about 56 different topics around oral care. These topics span the range or pre-purchase to post purchase experiences, for example leveraging a product promotion in pre purchase consideration or reporting satisfaction from whitening results after a purchase. The leading topic in terms of volume is Overall Satisfaction where about 13% of consumers mention if they are satisfied or not with the toothpaste or mouthwash they are using/considering. The last topic in importance (#56) is Genuine, with a volume of about 0.06% of consumers bringing it up in their opinions, expressing concerns that the product used in not authentic.

As you can clearly see in the topic list for the entire market below, some topics are above average in sentiment (green) and others are below average in sentiment (orange or red).

The top 10 topics auto discovered by the Revuze software are listed here by importance/volume of discussion in this market are:

  1. Overall Satisfaction
  2. Taste
  3. Clean & Fresh
  4. Promotions
  5. Results
  6. Whitening
  7. Is It Recommended?
  8. Price/Value for Money
  9. Returning Customer
  10. Teeth Sensitivity

As you can see in the above list of consumer interests, some topics are generic ones that can be expected in every discussion about a product or a service (Overall satisfaction, would you recommend it, price, returning customers statements) but most topics are market specific (clean & fresh, promotions, results, taste, whitening, teeth sensitivity).

Conclusion and next steps

This was just the high-level data that describes the overall market status and customer interests. With Revuze you can drill down to any entity in the market – from brands to products or groups. This is where it becomes much juicier. So, we are considering a series of articles describing the deeper insights discovered about US oral care market, or alternatively covering different markets at high level each time.

If you’d like to voice your opinion on the article series do let us know using the Contact Us page as this can help us decide on theme. If you’re interested in seeing yourself the cool insights and how easy it is to get to them when no experts are needed, go to our free demo page and get a front row seat to a quick live online demo scheduled.

For another cool example of a market overview leveraging the Revuze automation take a look at our “TASTE IS ONLY 7TH IN IMPORTANCE FOR US COFFEE MAKERS BUYERS” article.

Boaz Grinvald

Boaz Grinvald