According to the consumer data in this Report, only 2% of surveyed consumers are currently wearing orthodontic appliances. However, the willingness to try is strong, because about one in five respondents plan to wear them in the future. With rising awareness of oral health and government incentives (eg collective buying of related consumables), orthodontic appliance wearers are expected to grow into an important consumer group with distinguished oral care demands.

With near saturation penetration of basic oral cleaning products such as toothpaste and manual toothbrushes, it will become more and more difficult to gain growth without charging a premium. This requires brand-new concepts to fulfil consumers’ advanced needs and meanwhile poses challenges to brands and manufacturers to upgrade their ingredients, formula, technologies as well as develop their story-telling skills.

Seeking breakthroughs from relatively niche product types, such as breath spray and mouthwashes, is a way to find a place in the market. For long-term development, equipping oneself with comprehensive product lines might be inevitable to maximise the sources of revenue. Besides, targeting specific consumer groups with distinguished demands, such as children and orthodontic appliance users, is also an approach that leans into professionalism.

This Report looks at the following areas:

• Market overview and segment performance of China’s oral care market

• Competitive landscape of China’s oral care market and analysis of market winners/disruptors

• Opportunities of targeting orthodontic appliances users

• Changes in oral health issues and product usage

• Consumer attitudes and preferences for oral care product flavours

This Report covers products in the following categories:

• Toothpaste – including pastes, gels, polish and powder formats; including sensitive, herbal, whitening and 2-in-1 variants.

• Toothbrushes – including standard manual and electric toothbrushes.

• Mouthwashes – including medicated and non-medicated mouthwashes and rinses.

• Ancillaries – including water/electric flosser, breath spray, teeth strips, dental floss/tape, toothpicks, interdental sticks and denture products (ie cleaners, fixatives and cleaners for orthodontic appliances).

Adults and children are both covered in this Report.

• Low household income is defined as monthly household income of RMB6,000-9,999 in tier 1 cities and RMB5,000-8,999 in tier 2 cities or below.

• Middle household income is defined as monthly household income of RMB10,000-17,999 in tier 1 cities and RMB9,000-15,999 in tier 2 cities or below.

• High household income is defined as monthly household income of RMB18,000 or above in tier 1 cities and RMB16,000 or above in tier 2 cities or below.