Client lens
Consumer & Need States
The same active can be sold as therapy, prevention or cosmetics depending on who it is aimed at. This view maps the category's consumer framing — life stage, age band, need type and positioning stance — and shows which benefit territories each audience is actually offered.
Analytical dimensions in this dataset
The taxonomy every view is built on
Consumer
Adult / Family / Child
Life stage
0–2 / 3–5 / 6+ / Adult
Need state
Therapeutic / Preventive / Cosmetic
Core territory
Sensitivity / Gum / Whitening
Secondary territories
Additional needs addressed
Benefit breadth
Single / Dual / Multi-benefit
Ingredient
Herbal / Salt / Charcoal / Fluoride
Technology
Repair / Whitening / Sensitivity tech
Naturalness
Natural-led / Hybrid / Conventional
Format & sensory
Paste / Gel + flavour experience
Positioning
Specialist / Generalist
Life stage × benefit territory
What each audience is offered
Consumer mix
Life stage targeting across the field
Need state
Therapeutic, preventive or cosmetic framing
Age bands addressed
Where explicit age targeting exists
Haleon sub-segments
Client-side segmentation of the field
Kids and family propositions
108 propositions built for children or explicitly claiming kids care