Table of Contents
Executive Summary
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- The market
- Market value increases as consumers expand routines
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- Figure 1: Best- and worst-case forecast of value sales of oral care products, China, 2015-25
- Companies and brands
- Market leaders lost share as competition intensified
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- Figure 2: Leading manufacturers’ share in value sales of oral care products, China, 2019 and 2020
- The consumer
- A stronger need for teeth whitening
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- Figure 3: Oral health issues experienced in the last 12 months, 2020 vs 2021
- Usage of electric toothbrush has been flat, while secondary products see growth
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- Figure 4: Oral care products using now, 2020 vs 2021
- Consumers use mouthwash as part of daily routine
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- Figure 5: Reasons for using mouthwash, January 2021
- Manual toothbrush needs to improve at cleaning efficiency and efficacy
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- Figure 6: Comparisons between manual toothbrush and electric toothbrush, January 2021
- Functions, natural ingredients and certifications are key quality indicators
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- Figure 7: Factors associated with high-quality oral care products, January 2021
- Consumers are open to ingredient innovation
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- Figure 8: Attitudes towards ingredients in oral care products, January 2021
- What we think
Issues and Insights
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- What’s next for electric toothbrush?
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- Figure 9: Philips One by Sonicare electric toothbrush, China, 2021
- What’s next for mouthwash?
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- Figure 10: Example of new mouthwash launches that treat specific oral health issues, global, 2020
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- Figure 11: Example of REGENERATE Enamel Science™ oral care regime
The Market – Key Takeaways
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- Robust performance despite COVID-19
- Mouthwash and ancillaries show stronger growth
Market Size and Forecast
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- Oral care sees little impact from COVID-19 and continues to expand
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- Figure 12: Value sales and yoy growth of oral care products, China, 2016-20
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- Figure 13: Best- and worst-case forecast of value sales of oral care products, China, 2015-25
Market Segmentation
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- Smaller segments are outperforming
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- Figure 14: Segment value share of oral care products, China, 2016-20
Market Drivers
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- The COVID-19 outbreak increases the demand for breath-freshening
- At-home oral care routines remain people’s priority, rather than dental services
- The aging population provides opportunity
Companies and Brands – Key Takeaways
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- A more competitive market
- Blurring oral care with beauty
Market Share
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- Newcomers eating into market share of leading companies
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- Figure 15: Leading manufacturers’ share in value sales of oral care products, China, 2019 and 2020
Competitive Strategies
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- Leading brands expand into new territories
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- Figure 16: Yunnan Baiyao anticavity mouthwash, China, 2020
- Figure 17: Crest Pulsonic Slim 1100 toothbrush, China, 2020
- New product development aligns with beauty trends
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- Figure 18: Examples of oral care products containing skincare ingredients, China, 2020
- Figure 19: Examples of new oral care launches from Colgate and NYSCPS, China, 2021
Launch Activity and Innovation
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- Mouthwash segment sees increased new product launches
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- Figure 20: New oral care launches, by segment, China, 2016-20
- On-the-go mouthwashes rise sharply in recent years
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- Figure 21: Top 10 claims of new mouthwash launches, China, 2016-20
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- Figure 22: Examples of new on-the-go mouthwash launches, China, 2020
- Figure 23: Moon Poppin' Breath Mints, US, 2020
- Whitening is an NPD focus in the toothpaste segment
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- Figure 24: Top 10 claims of new toothpaste launches, China, 2016-20
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- Figure 25: Crest 3D White Crystal Diamond Whitelock Toothpaste, China, 2020
- Figure 26: Darlie Star Shiny White Toothpaste and Strips, China, 2020
- For sensitive teeth/gums toothbrushes gain momentum
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- Figure 27: Top 10 claims of new toothbrush launches, China, 2016-20
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- Figure 28: Lukleaf Oral Care Children Toothbrush with Ten Thousand Ultra Soft Bristles, China, 2020
- Toothbrush sanitisers cater to the increasing health focus
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- Figure 29: Philips Sonicare electric toothbrush with UV sanitiser, China, 2020
- Food and beverage inspired flavours remain popular
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- Figure 30: Examples of new toothpaste launches with food and beverage flavours, China, 2020-21
- Focus on oral microbiome health
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- Figure 31: Avec Moi Probiotics Science Calm Comfort Brightening Toothpaste, China, 2020
- Preliminary competition on eco-friendly packaging
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- Figure 32: Ethical claims of new oral care launches, UK, US, China, South Korea and Japan, 2016-20
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- Figure 33: Examples of Colgate Smile for Good toothpaste and Keep toothbrush, UK and US, 2020-21
- Figure 34: Examples of new toothpaste tablets launches, global, 2020
The Consumer – Key Takeaways
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- Yellowing teeth and cavities have become more common problems
- Usage of electric toothbrush has been flat as more users have dropped out
- Mouthwash is primarily used for breath-freshening and anti-bacterial
- Electric toothbrush provides better cleaning efficiency and efficacy than manual toothbrush
- Functions, natural ingredients and certifications are key quality indicators
- Probiotics/prebiotics has captured strong interest
Oral Health Issues
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- Consumers are experiencing more dental problems than last year
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- Figure 35: Number of oral health issues experienced in the last 12 months, 2020 vs 2021
- Yellowing teeth and cavities have become more common problems…
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- Figure 36: Oral health issues experienced in the last 12 months, 2020 vs 2021
- …especially for young consumers
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- Figure 37: Oral health issues experienced in the last 12 months, by age, January 2021
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- Figure 38: Oral health issues experienced in the last 12 months, 18-24 year olds, 2020 vs 2021
- Women’s oral health concerns are increasing
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- Figure 39: Oral health issues experienced in the last 12 months, female, 2020 vs 2021
Product Usage
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- Consumers’ product repertoire continues to expand
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- Figure 40: Number of oral care products using now, 2020 vs 2021
- Figure 41: Usage of oral care products, January 2021
- Usage of secondary products is still on the rise
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- Figure 42: Oral care products using now, 2020 vs 2021
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- Figure 43: Oral care products using now – interdental brush, by demographics, January 2021
- Electric toothbrush is facing the challenge of retaining users
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- Figure 44: Usage of electric toothbrush, 2020 vs 2021
- Consumers tend to use both electric toothbrush and manual toothbrush at the same time
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- Figure 45: Usage of manual toothbrush, current electric toothbrush users, 2020 vs 2021
- Figure 46: Usage of manual toothbrush, current electric toothbrush users, by age, January 2021
- Product usage peaks among 30-39 year olds
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- Figure 47: Number of oral care products using now, by age, January 2021
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- Figure 48: Oral care products using now, by age, January 2021
Reasons for Using Mouthwash
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- Mouthwash is primarily used to freshen breath and kill bacteria
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- Figure 49: Reasons for using mouthwash, January 2021
- Consumers use mouthwash as a follow-up step after tooth brushing
- Mouthwash use is less likely to be associated with emotional fulfilment
- Mouthwash with extra benefits offers opportunity
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- Figure 50: Reasons for using mouthwash, by age, January 2021
Comparisons between Manual Toothbrush and Electric Toothbrush
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- Electric toothbrush wins in both efficiency and efficacy
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- Figure 51: Comparisons between manual toothbrush and electric toothbrush, January 2021
- Young consumers are more satisfied with electric toothbrush
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- Figure 52: Comparisons between manual toothbrush and electric toothbrush – electric toothbrush works better, January 2021
Quality Indicators
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- Functions, natural ingredients and certifications indicate high quality
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- Figure 53: Factors associated with high-quality oral care products, January 2021
- Technology and patent ingredients are not very relevant in this category
- Young consumers are more likely to trust experts
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- Figure 54: Factors associated with high-quality oral care products, by age, January 2021
Interest in Ingredients
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- Probiotics/prebiotics has the potential to become mainstream
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- Figure 55: Attitudes towards ingredients in oral care products, January 2021
- Consumers are not very familiar with using beauty ingredients in oral care, but they are open to it
- Young consumers need more education on ingredients
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- Figure 56: Attitudes towards ingredients in oral care products – I would like to see it in oral care products, by age, January 2021
- Figure 57: Attitudes towards ingredients in oral care products – I don’t know much about it, by age, January 2021
Appendix – Market Size and Forecast
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- Figure 58: Value sales of oral care products, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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