Table of Contents
Executive Summary
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- Issues and Insights
- Orthodontic appliance users are expected to grow and impact the market
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- Figure 1: Example of an oral care brand targeting orthodontic appliance users, China
- 'Yellowing teeth' calls for more specific solutions than general whitening
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- Figure 2: Examples of whitening products targeting yellow teeth, China, 2022 and 2023
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- Figure 3: Example of oral care brand educating consumers on yellowing teeth, China, 2022
- Gourmet flavours in prospect
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- Figure 4: Examples of toothpaste with gourmet flavours and emotional values, China, 2023 and 2022
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- Figure 5: Example of an breath spray with gourmet flavours, China, 2022
- Market Summary
- The market continued to grow, though impacted by pandemic outbreaks
- Rising awareness of oral health prepares consumers for professional products
- Potential increase in orthodontic appliance wearers drives market growth
- What we think
Market Size and Forecast
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- Strong growth continued though slightly impacted by the pandemic
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- Figure 6: Best- and worst-case forecast of retail value of oral care market, China, 2017-27
Market Factors
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- Pandemic outbreaks in 2022 injured overall spending confidence
- But still, oral care awareness continued to rise
- Government buying potentially lowers the costs of orthodontic treatments
Market Segmentation
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- Toothpaste and toothbrushes were faced with stagnancy
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- Figure 7: Value sales and growth rate of total oral care market, by segment, China, 2018-22
- Ancillaries and mouthwashes grew at high speeds
Market Share
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- Comprehensive products lines helped brands compete in this market
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- Figure 8: Leading manufacturers’ share in value sales of oral care market, China, 2021-22
- Possible breakthroughs by starting from niche product types
- New players from adjacent categories enhanced the competition
Marketing Activities
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- Empower consumers with product co-creation
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- Figure 9: Example of consumer co-creation of oral care product flavours, China, 2022
- Protect the oral health of foodies
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- Figure 10: Examples of oral care brands protecting the oral health of foodies, China, 2022
- Link CSR to product innovations
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- Figure 11: Example of linking CSR to oral care product innovation, China, 2022
New Product Trends
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- Compared to mature markets, mouthwash and dental ancillary launches are more active in China’s market
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- Figure 12: New product launches in oral care market, by subcategory, China, Japan, South Korea, USA and UK, 2022
- Dental ancillaries gained strong growth, also covering children
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- Figure 13: New product launches in oral care market, by subcategory, China, 2018-22
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- Figure 14: Example of a dental ancillary product targeting children, China, 2022
- ‘Probiotic’ claim became even more popular, especially in dental ancillaries
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- Figure 15: Top claims of new oral care launches, China, 2018-22
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- Figure 16: Examples of dental ancillary products with probiotic claims, China, 2022
- ‘Breath-freshening’ and ‘whitening’ remained strong claims of toothpaste
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- Figure 17: Top claims of new toothpaste launches, China, 2018-22
- Figure 18: Example of a whitening toothpaste with new technologies, China, 2022
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- Figure 19: Example of toothpaste claiming both whitening and suitable for sensitive teeth/gums, China, 2022
- Free-from claims came to the centre of mouthwashes
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- Figure 20: Top claims of new mouthwash launches, China, 2018-22
- Oral spray targeted more specific user groups and occasions
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- Figure 21: Examples of oral spray targeting specific demographics, China, 2022
- Flora, beverage and dairy flavours on the rise
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- Figure 22: Top fragrance component groups of new oral care launches, China, 2018-22
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- Figure 23: Examples of oral care products with flora and beverage flavours, China, 2022
- Solid toothpaste features convenience and thorough cleaning effects
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- Figure 24: Example of a solid toothpaste product, China, 2022
Usage of Orthodontic Appliances
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- One in five respondents plans to wear orthodontic appliances
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- Figure 25: Usage of orthodontic appliances, 2022
- Current and previous wearers are prone to females, young people, high earners, tier 1 city consumers
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- Figure 26: Usage of orthodontic appliances – ‘I am currently wearing’, ’I have worn, and planning to wear it again’ and ‘I have worn, and not planning to wear it again’, by selected demographics, 2022
- Potential new wearers have a similar profile, but expect more low earners
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- Figure 27: Usage of orthodontic appliances – “I have not worn it, but planning to try”, by selected demographics, 2022
Oral Health Issues
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- ‘Bleeding gums’ eases, while ‘yellowing teeth’ needs further improvement
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- Figure 28: Oral health issues, 2022
- ‘Yellowing teeth’ is more of an issue than ‘teeth not bright/white enough’
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- Figure 29: Teeth appearance concerns, 2022
- Young females are concerned with oral appearances and periodontal problems
- High earners have stronger awareness and higher standards
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- Figure 30: Oral health issues – have experienced, by monthly household income, 2022
- Protruding oral health issues of current and previous orthodontic appliance wearers
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- Figure 31: Oral health issues – have experienced, by orthodontic appliances usage, 2022
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- Figure 32: Example of an oral care product targeting orthodontic appliance users, China
Product Usage Change
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- Basic cleaning becomes more frequent
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- Figure 33: Product usage change, 2022
- Popularity of mouthwash and breath spray, especially among females
- Niche products are embraced by high earners
- More heavy users in current and previous orthodontic appliances wearers
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- Figure 34: Product usage change – have used in the last 6 months, by usage of orthodontic appliances, 2022
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- Figure 35: Gaps between previous/current orthodontic appliances users and non-users (as benchmark) in product usage – have used it in the last 6 months, 2022
Oral Care Behaviours
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- Oral care routines become more frequent and refined
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- Figure 36: Oral care behaviours, 2022
- Well-known brands are attractive, while those with medical background have potential
- ‘Anti-bacterial’ and ‘for sensitive teeth/gum’ more appreciated by females and high earners
Attitudes towards Oral Care
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- Emotional values attached to oral care
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- Figure 37: Attitudes towards oral care, 2022
- Confident in the whitening products, but concerned about sensitivity
Preferred Flavours of Oral Care Products
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- Herbal, fruity and floral are popular flavours for all product types
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- Figure 38: Preferred flavours of oral care products, 2022
- Gourmet is not to be neglected, especially for those seeking novelty
- Consumers aged 25-39 have specific tastes for oral care flavours
Beauty Personas
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- Who are they?
- Beauty Mavens pursue trendy and niche products, and Functionalists upgrade cleaning products
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- Figure 39: Product usage change – ‘more often’, by beauty persona, 2022
- For whitening, Beauty Mavens prefer products; Enthusiastic Experimenters are concerned about sensitivity issues
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- Figure 40: Attitudes towards oral care – selected items, by beauty persona, 2022
Appendix – Market Size and Forecast
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- Figure 41: Total value sales and forecast of oral care market, China, 2017-27
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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