Over two-thirds (69%) of Irish consumers buy a new toothbrush at least every two to three months, according to the latest Consumer Intelligence survey by Empathy Research.
Of 955 participants in the survey, more women (73%) than men (65%) replaced their toothbrush this regularly. Dubliners were revealed to be the most regular replacers of toothbrushes, with 74% replacing brushes every couple of months.
Meanwhile, 70% of Irish shoppers buy toothpaste at least once per month. Again, Dubliners were found to be the most frequent buyers, with 74% buying toothpaste once a month, but also respondents with children were more likely (76%) to replace their toothpaste on a monthly basis than those without children (64%).
When it comes to mouthwash, almost half (46%) of shoppers buy it at least once a month. However, interestingly, one in ten Irish consumers mentioned that they never buy mouthwash at all. This was more common among older age groups than younger age groups; 18-24 (5%), 25-34 (7%), 35-44 (9%) and 45+ (13%).
Promotions were the key to gaining sales, as the majority (83%) of respondents admitted they are more likely to buy oral hygiene products if they are on deal. More women agreed to this (87%), than men (78%). Middle-aged groups were the most likely to buy products on promotion: 88% of 25-34 year olds and 87% of 35-44 year olds, compared to 84% of 18-24 year olds and 77% of 45+ year olds.
Over a quarter (27%) of Irish consumers think there has been more advertising for oral hygiene products this year compared to last year. However, more women (29%) were of this opinion compared to men (25%).
© 2014 - Checkout Magazine by Genna Patterson
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