Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Subgroup definitions (by Monthly Personal Income)
Executive Summary
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- The market
- Stable growth in total market
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- Figure 1: Best- case and worst-case forecast of total value sales of oral hygiene market, China, 2012-22
- Premiumisation and innovation play important roles
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- Figure 2: New product launch in oral hygiene category, by price tier, China, 2015-17
- Potential in children’s segment
- Companies and brands
- Success of local brands
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- Figure 3: Leading companies in oral hygiene market by value share, China, 2016-17
- The consumer
- Fewer dental issues perceived against 2016
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- Figure 4: Dental issues experienced in last 12 months, 2017 vs 2016
- More cultivation required on electric products
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- Figure 5: Product usage, November 2017
- Japanese niche toothpaste brands are more appealing
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- Figure 6: Penetration of niche product brands, November 2017
- Good results are the key appeal of niche brands
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- Figure 7: Top ten reasons for using niche toothpaste brands, November 2017
- In-store discovery and word of mouth are key in driving sales
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- Figure 8: Source of awareness, by age, November 2017
- Gel texture used by female consumers and grainy preferred by high earners
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- Figure 9: Sensation perception, November 2017
- What we think
Issues and Insights
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- Opportunities for mouthwash and ancillaries
- The facts
- The implications
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- Figure 10: Product instruction of Listerine mouthwash, China, 2017
- Education is necessary for electric products
- The facts
- The implications
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- Figure 11: Philips Sonicare DiamondClean electric toothbrush
- Children and pregnant women segments bring new winning point
- The facts
- The implications
- Niche brands become competitive
- The facts
- The implications
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- Figure 12: Sensodyne-branded delivery box, China, 2017
The Market – What You Need to Know
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- Continuous growth in total market
- Product premiumisation and innovation drive market growth
- Children segmentation has potential
- Fast growth in mouthwash and ancillaries segments
Market Size and Forecast
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- China’s oral hygiene market continues to growth
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- Figure 13: Best- case and worst-case forecast of total value sales of oral hygiene market, China, 2012-22
- Stable growth in the next five years
Market Drivers
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- Rising awareness for oral health
- Upgraded lifestyle and more specific demands
- Product premiumisation and innovation stimulate consumer demands
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- Figure 14: New product launches in oral hygiene category, by price tier, China, 2015-17
- Emerging online channels make cross-broader shopping easier
- Cross category brands entering into oral hygiene market
- Potential in children market
Market Segmentation
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- Toothpaste – Product premiumisation and attention to children segment
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- Figure 15: Toothpaste new product launches, by price tier, China, 2015-17
- Figure 16: Le Gu Chi communication, China, 2017
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- Figure 17: Best-case and worst-case forecast of total value sales of toothpaste market, China, 2012-22
- Toothbrush – Technology innovation of electric toothbrush
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- Figure 18: Best-case and worst-case forecast of total value sales of toothbrush market, China, 2012-22
- Mouthwash – Listerine big investment
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- Figure 19: Best-case and worst-case forecast of total value sales of mouthwash market, China, 2012-22
- Ancillaries – Increasing imported value shows large demand
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- Figure 20: Best-case and worst-case forecast of total value sales of ancillaries market, China 2012-22
Key Players – What You Need to Know
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- Local brands beat international brands
- Cross category cooperation attracts consumers
- Innovation on niche products driving premiumisation
Market Share
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- Highly concentrated market but fierce competition inside
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- Figure 21: Leading companies in oral hygiene market by value share, China, 2016-17
- Global brands lose share
- Local brands catch up
Competitive Strategies
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- AR/VR infused in marketing campaign
- Brands focus on premium market
- New chance discovered in product segmentation
- Cooperation with snacking brands
- Innovative travel kit
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- Figure 22: Yunnan Baiyao’s Tang Feng travel set, China, 2017
Who’s Innovating?
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- Range extension on total market
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- Figure 23: New product launches in oral hygiene category, by launch type, China, 2015-17
- Whitening claim increases
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- Figure 24: New toothpaste launches, by claim, China, 2016 vs 2017
- Figure 25: New toothpaste launches with whitening claim, China, 2017
- Texture innovation rises
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- Figure 26: New toothpaste launches with liquid and gel texture, China and South Korea, 2017-18
- Toothpaste with mouthwash to provide 2 in 1 effect
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- Figure 27: New toothpaste with mouthwash, US and Germany, 2017-18
- Convenience package for traveling
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- Figure 28: New toothpaste and mouthwash packaging, China, 2017
- Figure 29: New ancillaries with convenient package, US and China, 2017
- Innovate on niche consumer groups
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- Figure 30: New toothpaste for children and pregnant women, China, 2017
- Figure 31: New toothbrush launch for children, Japan and China, 2017
- Figure 32: New mouthwash for children and pregnant women, China, 2017
- Technology innovation on electric toothbrush
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- Figure 33: New connected toothbrush launch, US, 2017
- Figure 34: New hands-free electric toothbrush and music electric toothbrush, US 2018
- Vague bound between perfume and oral hygiene products
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- Figure 35: New mouthwash and breath spray designed as perfume, Japan and China, 2017
- Cross category innovation
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- Figure 36: Oral care combined food and drink, US and China, 2017-18
The Consumer – What You Need to Know
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- Consumers have fewer dental issues in 2017, especially females aged 20-29
- Electric products are still at the preliminary stage
- Japanese brands have higher acceptance
- Consumers care more about product features and good results
- In-store is the main source while younger consumers prefer online sources to know niche toothpaste brands
- Gel texture favoured by female consumers
Dental Issues
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- Experienced fewer dental issues
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- Figure 37: Dental issues experienced in last 12 months, 2017 vs 2016
- Men worry more about bad breath while more women have sensitive teeth/gums
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- Figure 38: Dental issues experienced in last 12 months, by gender, November 2017
- Figure 39: Products specialised for males and females, China, 2017
- Younger females are less sensitive about dental issues than in 2016
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- Figure 40: Average types of dental issues experienced in last 12 months, by gender and age, 2017 vs 2016
Product Usage
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- Electric toothbrush is in transition period
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- Figure 41: Product usage, November 2017
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- Figure 42: Product usage (currently using), by age and gender, manual toothbrush vs electric toothbrush, November 2017
- High adoption of toothpastes for sensitive teeth
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- Figure 43: Usage of toothpaste for sensitive teeth (currently using), by demographic, November 2017
- Younger females care more about self-appearance
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- Figure 44: Product usage (currently using), by gender and age, November 2017
- Figure 45: Saky breath spray targeting younger females, China, 2017
- More consumers start using ancillaries
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- Figure 46: Ancillaries usage (currently using), 2017 vs 2016
- Consumers who use mouthwash are more likely to use ancillaries
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- Figure 47: Ancillaries usage (currently using) between mouthwash current users and total sample, November 2017
- Figure 48: Mouthwash and breath spray bundle, China, 2017
- High lapse rate of ancillaries especially mouthwash
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- Figure 49: Mouthwash usage, by monthly personal income, November 2017
Penetration of Niche Toothpaste Brands
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- Japanese brands lead the adoption of niche toothpaste brands
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- Figure 50: Penetration of niche toothpaste brands, November 2017
- Penetration of niche toothpaste is higher in consumers with children in household
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- Figure 51: Penetration of niche toothpaste brands, by whether having child(ren) in household, November 2017
- Higher earners are more likely to use niche toothpaste brands
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- Figure 52: Penetration of niche product brands, by monthly personal income, November 2017
- Which niche brands appeal to consumers in lower tier cities?
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- Figure 53: Penetration of niche product brands, by city tier, November 2017
- Consumers who are using toothpaste for sensitive teeth currently are more likely to use niche toothpaste brands
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- Figure 54: Penetration of niche toothpaste brands between consumers using toothpaste for sensitive toothpaste and general toothpaste
Reason for Using Niche Toothpaste Brands
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- Consumers care more about product features
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- Figure 55: Top ten reasons for using niche toothpaste brands, November 2017
- Younger females more easily influenced by others
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- Figure 56: Top ten reasons for using niche toothpaste brands, by gender and age, November 2017
- Good results resonate with most high earners
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- Figure 57: Top ten reasons for using niche toothpaste products, by monthly personal income, November 2017
Source of Awareness
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- In-store and word of mouth are both the most important reasons
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- Figure 58: Information source of knowing niche toothpaste brands, November 2017
- Consumers aged 20-29 prefer online sources to offline sources
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- Figure 59: Source of awareness, by age, November 2017
- Supersmile is benefiting from online sources
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- Figure 60: Source of awareness, by niche toothpaste brands users, November 2017
Sensation Perception
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- Herbs and fruits are most favourite flavours
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- Figure 61: Flavour preference, November 2017
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- Figure 62: Flavour ranking in oral hygiene new product launches, China, 2015-17
- Figure 63: Little Dome city name plus flavour toothpaste, China, 2017
- Males aged 40-49 prefer herb flavours while males aged 30-39 prefer fruit flavours
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- Figure 64: Flavour preference, by gender and age, November 2017
- Grainy and long-lasting smell are preferred by consumers aged 30-39
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- Figure 65: Experience preference, by gender and age, November 2017
- Grainy appeals to high earners
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- Figure 66: Experience preference, by monthly personal income, November 2017
- Figure 67: Kao grainy toothpaste
- Light sweetness is overwhelmingly preferred
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- Figure 68: Sweetness preference, by gender and age, November 2017
- Females prefer gel texture than males do
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- Figure 69: Texture preference, by gender and age, November 2017
Meet the Mintropolitans
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- Mintropolitans are more sensitive about dental issues
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- Figure 70: Dental issues, by consumer classification, November 2017
- Mintropolitans pay more for oral hygiene products
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- Figure 71: Product usage, by consumer classification, November 2017
- Mintropolitans know niche toothpaste brands from online sources and dentists
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- Figure 72: Source of awareness, by consumer classification, November 2017
Appendix – Market Size and Forecast
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- Figure 73: Total value sale of oral hygiene market, China, 2012-22
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Appendix – Market Segmentation
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- Figure 74: Total value sale of oral hygiene market, by segment, China, 2012-22
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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