- Contents
- *Overview
- Key issues covered in this report
- Definitions
- Sub-group definitions (by monthly personal income)
As an essential category, oral care is resilient to the COVID-19 outbreak and a positive growth trend in its value sales continued in 2020.
Chinese consumers are expanding their oral care routines beyond basic tooth brushing and using a broad variety of products to improve both oral health and the appearance of teeth. While toothbrush and toothpaste dominate category sales, mouthwash and ancillary products provide stronger growth over the past year.
Looking ahead, oral care needs to be tied more closely with health and beauty, and there’s potential to leverage consumer interest in natural ingredients to renew new product development and marketing.
Key issues covered in this report
Changes in consumers’ oral health concerns and usage of oral care products
Reasons for using mouthwash
Comparisons between manual toothbrush and electric toothbrush
Factors associated with high-quality oral care products
Consumer interest in ingredients used in oral care products
Definitions
This Report covers products in the following categories:
Toothpaste – including pastes, gels, polish and powder formats; including sensitive, herbal, whitening, children’s and 2 in 1 variants.
Toothbrushes – including standard manual and electric toothbrushes.
Mouthwashes – including medicated and freshening mouthwashes and rinses.
Ancillaries – including dental floss/tape, teeth whiteners, breath fresheners, toothpicks, interdental sticks and brushes, and denture products.
Sub-group definitions (by monthly personal income)
Mintel divides consumers into three groups based on their monthly personal income.
| Tier one cities | Tier two and lower cities | |
| High personal income | RMB10,000 and above | RMB9,000 and above |
| Mid personal income | RMB6,000-9,999 | RMB5,000-8,999 |
| Low personal income | RMB5,999 and below | RMB4,999 and below |
