Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Definition
Executive Summary
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- The market
- Not bad growth for an established category
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- Figure 1: Annual value growth of beauty and personal care markets, China 2015
- Sustained growth is foreseen in the next five years
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- Figure 2: Best- and worst-case forecast of total value sales of oral hygiene market, China 2011-21
- Premiumisation trend spreads across segments but with different drivers
- Still big room for growth in non-basic products
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- Figure 3: Segment share of oral hygiene market in selected countries, 2015
- Key players
- Big wins for local players
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- Figure 4: Leading companies in oral hygiene market, by value share, China 2015-16
- The consumer
- Bleeding gums has highest sufferer rate
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- Figure 5: Dental issues experienced in past 12 months, September 2016
- Online shopping and imported products gain large audience
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- Figure 6: Purchase behaviour and dental experience, September 2016
- Electric toothbrush penetration rises, but challenges ahead
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- Figure 7: Selected product usage (currently using and ever used), September 2016 vs 2014
- Curiosity and seeking better teeth drive trials of non-basic products
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- Figure 8: Reasons for using niche oral hygiene products, September 2016
- Product, rather than brand, comes first when selecting babies’/kids’ oral hygiene products
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- Figure 9: Purchase consideration for babies’ and children’s oral hygiene products, September 2016
- What we think
Issues and Insights
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- What have local brands done right to capture share?
- The facts
- The implications
- Opportunities for niche products
- The facts
- The implications
- Kids’ oral care brands should not only think about products but also services
- The facts
- The implications
The Market – What You Need to Know
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- Total market is growing continuously, mainly driven by premiumisation
- Premiumisation is the key driver of positive value growth across the four sub-categories
- Toothpastes and toothbrushes still account for the large share
- Ancillaries and mouthwashes are smaller sub-categories but are growing faster
Market Size and Forecast
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- Moderate growth for a nearly saturated category
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- Figure 10: Annual value growth of beauty and personal care markets, China 2015
- Slightly lower but sustained growth in the next five years
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- Figure 11: Best- and worst-case forecast of total value sales of oral hygiene market, China 2011-21
Market Drivers
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- Premiumisation trend is spreading across sub-categories
- New products and bundle packs are promoted online
- Products designed for more usage occasions
Market Segmentation
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- Toothpaste takes lion’s share but niche segments lead growth
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- Figure 12: Value growth rate and value contribution to total oral hygiene market, by sub-categories, 2016
- Market is growing quickly in China but is not mature yet
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- Figure 13: Segment share of oral hygiene market in selected countries, 2015
- Each segment in detail
- Toothpaste – Increasing prices drive sales
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- Figure 14: Toothpaste new product launches, by price tier, China, 2014-16
- Figure 15: Toothpaste new product launches, by top ten claims, China, 2014-16
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- Figure 16: Best- and worst-case forecast of total value sales of toothpaste market, China 2011-21
- Toothbrushes – Trading up from manual to electric toothbrushes
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- Figure 17: Best- and worst-case forecast of total value sales of toothbrush market, China 2011-21
- Ancillaries – Convenience claims on the rise
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- Figure 18: Ancillaries new product launches, by top ten claims, China, 2014-16
- Figure 19: Best- and worst-case forecast of total value sales of ancillaries market, China 2011-21
- Mouthwashes – Global trend influencing China
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- Figure 20: Mouthwash new product launches, by top five claims, China, 2014-16
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- Figure 21: Best- and worst-case forecast of total value sales of mouthwash market, China 2011-21
Key Players – What You Need to Know
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- A concentrated market led by toothpaste players
- Local brands are catching up
- Focus on toothpaste, but do not forget other segments
- Development of e-commerce
- Premium products offer different innovations
Market Share
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- Key toothpaste players dominate the market
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- Figure 22: Leading companies in oral hygiene market by value share, China 2015-16
- International giants are losing share
- GSK’s tri-brand strategy helps consolidate its market position
- Local brands’ premiumisation and brand extension strategies are is paying off
- Weimeizi Company – Brand Saky
- Hawley & Hazel Company – Brand Darlie
- Yunnan Baiyao Company – Brand Yunnan Baiyao
- Dencare Oral Care Company – Brand Lesening
Competitive Strategies
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- Enrich product range
- Stories behind premiumisation
- Online becomes the stage for global products
- TCM is still a competitive advantage for local brands
Who’s Innovating?
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- China sees more active launches but also more competition
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- Figure 23: New product launches in oral hygiene, by launch type, China, Japan, UK and US, 2014-16
- Toothpaste
- TCM for cooling internal body heat and gum care
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- Figure 24: New toothpaste with botanical/herbal ingredients, China, 2016
- Flavour innovation in collection pack
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- Figure 25: New toothpaste in flavour collection pack, Denmark and France
- Two-step products bringing specialised care
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- Figure 26: Toothpaste with two-step pack, Canada and China
- Specialised for night care
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- Figure 27: New toothpaste for night care, China, 2016
- Black for whitening
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- Figure 28: New toothpaste with charcoal, UK and Singapore, 2016
- Enzymes for whitening
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- Figure 29: New toothpaste with enzymes, Japan and China, 2016
- Not in a tube
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- Figure 30: New toothpaste with different formats, US and China, 2016
- Toothbrushes
- Battery-powered toothbrushes at affordable prices
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- Figure 31: New battery-powered toothbrushes, USA, 2016
- High-end electric toothbrushes
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- Figure 32: New high-end electric toothbrushes, China, 2015-16
- Ancillaries
- Expanding floss for better efficacy
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- Figure 33: New dental floss products with better efficacy claims, Singapore and US, 2015-16
- Helping clean thoroughly
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- Figure 34: New ancillary products, UK and South Korea, 2015-16
- Mouthwashes
- Alcohol-free mouthwashes
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- Figure 35: New alcohol-free mouthwashes, US and China, 2016
- Travel pack/portable packaging
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- Figure 36: New mouthwashes in sachet packs, Thailand and Japan, 2015
The Consumer – What You Need to Know
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- Bleeding gums has the highest rate of suffering
- 20-year-old females are core users of imported products
- Electric toothbrush penetration rises, but challenges ahead
- Curiosity and seeking better teeth drive trials of mouthwashes and ancillaries
- Safe products and helping with teeth brushing habits are most important for parents
Dental Issues and Lifestyles
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- Bleeding gums is the top dental issue
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- Figure 37: Dental issues experienced in past 12 months, September 2016
- How lifestyle can impact demand for oral hygiene products
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- Figure 38: Eating and drinking habits, September 2016
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- Figure 39: Dental issues experienced in past 12 months, by lifestyle factors, September 2016
- Younger females are more sensitive about dental issues
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- Figure 40: Repertoire of dental issues, by gender and age, September 2016
- Savvy users suffering more from gum issues
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- Figure 41: Dental issues, by user segment, September 2016
Purchase Behaviour and Dental Experience
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- Nearly half have purchased imported toothpaste products
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- Figure 42: Purchase behaviour and dental experience, September 2016
- Online is the main channel for buying imported products
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- Figure 43: Products purchased, by purchase behaviour, September 2016
- Who are more likely to buy imported products?
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- Figure 44: CHAID analysis of imported toothpaste/toothbrush buyers, September 2016
- Females in their 20s are most attentive to oral care
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- Figure 45: Purchase behaviour and dental experience, by gender and age, September 2016
Product Usage
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- High churn rate of ancillaries
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- Figure 46: Product usage, September 2016
- Significant increase in electric toothbrush adoption
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- Figure 47: Selected product usage (currently using and ever used), September 2016 vs 2014
- Imported product buyers tend to use more products
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- Figure 48: Product usage, by imported product buyer and non-buyer, September 2016
- Close to one fifth of consumers are heavy users of mouthwashes and ancillaries
Reasons for Using Mouthwashes and Ancillaries
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- Curiosity to try is the biggest driver
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- Figure 49: Reasons for using niche oral hygiene products, September 2016
- Savvy users rely on dentists’ recommendation
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- Figure 50: Reasons for using niche oral hygiene products, by user segment, September 2016
Reasons for Lapsed Usage
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- Niche products are facing the challenge of low penetration but high lapse rate
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- Figure 51: Lapse rate, by product type, September 2016
- Disappointment in performance is an often-cited reason, especially for high-priced products
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- Figure 52: Reasons for lapsed usage, toothbrush and toothpaste with TCM ingredients, September 2016
- Complicated usage and potential damage to teeth are key barriers for dental floss and interdental brushes
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- Figure 53: Reasons for lapsed usage, dental floss and interdental brushes, September 2016
- Mouthwash and breath sprays have the same issue regarding delivering results
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- Figure 54: Reasons for lapsed usage, mouthwash and breath sprays, September 2016
- Results are a common concern for lapsed users of teeth whitening products
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- Figure 55: Reasons for lapsed usage, toothpowder/whitening dentifrice and teeth strips, September 2016
Purchase Considerations for Babies’/Children’s Oral Hygiene Products
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- Parents care more about product features than brand
- Stronger trust in oral care than baby care brands
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- Figure 56: Importance of purchase consideration factors for babies’ and children’s oral hygiene products, September 2016
- Edible products and education on proper teeth-brushing gain more attention for parents of younger kids
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- Figure 57: Very important purchase considerations for babies’ and children’s oral hygiene products, by child’s age, September 2016
- Any difference across city tiers?
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- Figure 58: Purchase consideration for babies’ and children’s oral hygiene products, by city tier, September 2016
Meet the Mintropolitans
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- MinTs have higher awareness of dental issues
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- Figure 59: Dental issues, by consumer segmentation, September 2016
- MinTs set trend in buying imported products and online shopping
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- Figure 60: Purchase behaviour and dental experience, by consumer segmentation, September 2016
- MinTs twice as high in electric toothbrush usage
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- Figure 61: Current usage of products, by consumer segmentation, September 2016
- Willing to pay more for better teeth is the biggest driver
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- Figure 62: Reasons for using niche oral hygiene products, by consumer segmentation, September 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
Appendix – Market Size, Segmentation, Forecast
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- Figure 63: Total value sales of oral hygiene market, China 2011-21
- Figure 64: Value sales of oral hygiene market, by segment, China 2011-21
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