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
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- Figure 1: Best- and worst-case forecast of total value sales of oral hygiene market, China, 2013-23
- Companies and Brands
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- Figure 2: Leading manufacturers’ share in value sales of oral hygiene products, China, 2017 and 2018
- The Consumer
- Electric products are rising in 2018
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- Figure 3: Product usage – using now, 2017 vs 2018
- Effectiveness is the top motivation
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- Figure 4: Reasons for starting using electric toothbrush, December 2018
- Clean mouth after meals is the most commonly used oral care measure
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- Figure 5: Oral care measures taken in the last six months, December 2018
- Natural is the main demand
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- Figure 6: Interested oral hygiene products, December 2018
- Consumers are willing to sacrifice the user experience for natural
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- Figure 7: Preference for toothpaste with natural ingredients, by monthly personal income, December 2018
- Traditional TCM image for TCM toothpaste
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- Figure 8: Perception of traditional Chinese medicine toothpaste, December 2018
- What we think
Issues and Insights
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- How to seize the trend of premiumisation?
- The facts
- The implications
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- Figure 9: O'Precare toothpaste for different time of a day
- Figure 10: THEODENT chocolate toothpaste
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- Figure 11: Listerine Ready!Tabs mouthwash tablet
- Figure 12: Example of food and drink brands expanding to oral care market
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- Figure 13: Example of oral hygiene products using beauty-related claim
- Are Chinese consumers ready for electric toothbrushes?
- The facts
- The implications
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- Figure 14: Kiss You anion electric toothbrush
- Figure 15: M-teeth electric toothbrush cooperating with a beauty KOL
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- Figure 16: OralB visible pressure sensor for electric toothbrush
- Opportunity for TCM toothpaste
- The facts
- The implications
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- Figure 17: Pudilan TCM toothpaste education
- Figure 18: Pianzaihuang cross-category marketing, China, 2018
The Market – What you need to know
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- Continuous growth with small segments leading
- External conditions drive consumers’ attention
Market size and forecast
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- Stable growth continued
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- Figure 19: Best- and worst-case forecast of total value sales of oral hygiene market, China, 2013-23
Market Drivers
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- Oral issues force consumers to pay more attention to oral health
- Encouragement from macro environment
- Private dental institutions are developing fast
- Population structure brings new opportunity
Market Segmentation
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- Toothpaste
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- Figure 20: Average price of new toothpaste launches, China, 2016-18
- Figure 21: Best- and worst-case forecast of total value sales of toothpaste market, China, 2013-23
- Toothbrush
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- Figure 22: Best- and worst-case forecast of total value sales of toothbrush market, China, 2013-23
- Mouthwash
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- Figure 23: Best- and worst-case forecast of total value sales of mouthwash market, China, 2013-23
- Ancillaries
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- Figure 24: Best- and worst-case forecast of total value sales of ancillaries market, China, 2013-23
Key Players – What you need to know
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- Stable competitive landscape
- Cooperating with online platforms on-trend
Market share
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- Local companies maintained the leading positions
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- Figure 25: Leading manufacturers’ share in value sales of oral hygiene products, China, 2017 and 2018
- Figure 26: Darlie edelweiss ultra white whitening toothpaste, China, 2018
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- Figure 27: Yunnan Baiyao toothpaste for children, China, 2018
- Figure 28: New oral care product launches by Saky highlighting ingredient and cooperating with Marvel, China, 2018
- International companies performed the opposite
Competitive Strategies
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- Invest in on-premise channels
- Use popular social marketing tools
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- Figure 29: Yunnan Baiyao marketing campaign on TikTok, China, 2018
- Figure 30: Zhonghua toothpaste marketing campaign on TikTok, China, 2018
- Cooperate with online platform to design better product
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- Figure 31: Colgate male bursting beads cooperating with Tmall
Who’s Innovating?
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- Toothpaste
- China is vivid in developing its babies and children’s market
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- Figure 32: New toothpaste launches for babies & toddlers and Children, by selected countries, 2018
- Breath-Freshening claim leads innovation in China
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- Figure 33: Top 10 claims with biggest change in new toothpaste launches, China, 2017 and 2018
- Probiotic ingredient
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- Figure 34: New toothpaste launches with probiotic ingredient, China, 2018
- Format innovation
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- Figure 35: New oral hygiene product launches with new format, China, UK and India, 2018
- Blur with beauty
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- Figure 36: New oral hygiene product launches inspired by beauty category, Germany and Mexico, 2018
- Specific for pregnant women
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- Figure 37: New toothpaste launches specific for pregnant women, China, 2017 and 2018
- Toothbrush
- Disposable Confinement Toothbrush
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- Figure 38: New oral hygiene product launches specific for pregnant women and new mothers, China, 2017-19
- Wider brushes
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- Figure 39: New toothbrush launches with wider brush, Malaysia and South Korea, 2018 and 2019
- More advanced technology
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- Figure 40: New electric toothbrush launches using more advanced technology, UK and China, 2018
- On-the-go package of electric toothbrush to target more usage occasions
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- Figure 41: New electric toothbrush launches with on-the-go package, China, 2018
- Mouthwash
- Bio ingredients
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- Figure 42: New mouthwash launches with bio ingredients, China, 2018
- Medical mouthwash
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- Figure 43: New medical mouthwash launches, China, 2017 and 2018
- Ancillaries
- Convenience and instant effect
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- Figure 44: New ancillaries launches with instant effect, Switzerland and US, 2018 and 2019
- Editable products
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- Figure 45: New oral hygiene product launches with editable ingredients, UK, 2018
The Consumer – What you need to know
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- Niche products widely adopted in the last year
- Intangible value is also essential for electric toothbrushes
- Consumers pay attention to both hygiene activity and knowledge
- Toothpaste with natural ingredients appeal to most consumers
- Natural ingredient beats pleasant user experience
- Consumers aged 20-24, high earners and consumers in tier one cities trust TCM toothpaste more
Product Usage
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- Traditional oral hygiene products dominate the usage
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- Figure 46: Product usage, December 2018
- Consumers aged 25-39 are the main users
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- Figure 47: Product usage – using now, by age, December 2018
- Niche products gain larger population compared to 2017
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- Figure 48: Product usage - using now, 2017 vs 2018
- Electric toothbrushes growing after a plateau in 2017…
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- Figure 49: Electric toothbrush usage, 2016–18
- …led by consumers aged under 40
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- Figure 50: Electric toothbrush usage - using now, by gender and age, 2017 vs 2018
Reasons for Using Electric Toothbrush
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- Effective, life quality and multi-functions
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- Figure 51: Reasons for starting using electric toothbrush, December 2018
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- Figure 52: Saky G23 multi-modes electric toothbrush, China
- Improve life quality is the most important reason for high earners
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- Figure 53: Reasons for starting using electric toothbrush, by monthly personal income, December 2018
- Figure 54: Softie lettering service, China
- Women seek for effect while men look for efficient
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- Figure 55: Reasons for starting using electric toothbrush, by gender, December 2018
Oral Care Behaviours
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- More than half of consumers clean mouth after meals
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- Figure 56: Oral care measures taken in the last six months, December 2018
- Tracking brushing time doesn’t mean using electric toothbrush
- Men are not lacking behind in oral care
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- Figure 57: Oral care measures taken in the last six months, by gender, December 2018
- Consumers in tier one cities still have higher awareness
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- Figure 58: Oral care measures taken in the last six months, by city tier, December 2018
- Men care about smile beauty as much as women do
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- Figure 59: Selected oral care measures taken in the last six months, by gender and age, December 2018
- Nearly half of orthodontics users have used electric water flossers
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- Figure 60: Oral hygiene products usage - using now, by select demographics, December 2018
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- Figure 61: Roaman mini water flosser, China
Interested Product Features
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- Natural ingredients are most welcomed
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- Figure 62: Interested oral hygiene products, December 2018
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- Figure 63: NYSCPS San Diego Cubilose Brightening Toothpaste, China
- Early 20s have higher demands for electric toothbrushes
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- Figure 64: Interested oral hygiene products, by select demographics, December 2018
Attitudes towards Oral Hygiene Products
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- Multi-functional products are perceived as better
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- Figure 65: Attitudes towards multi-function products, by monthly personal income, December 2018
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- Figure 66: Propolinse dental whitening mouthwash, China
- Imported brands still appeal more to high earners and consumers in tier one cities…
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- Figure 67: Attitudes towards brand origins, by monthly personal income and city tier, December 2018
- …no wonder they are more likely to purchase from online channels than others
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- Figure 68: Purchase channel, by monthly personal income and city tier, December 2018
- Most consumers are willing to take more time for oral care
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- Figure 69: Willingness to take time for oral care, by gender and monthly personal income, December 2018
- Natural ingredients outweigh user experience
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- Figure 70: Preference for toothpaste with natural ingredients, by monthly personal income, December 2018
- New functions are more attractive than non-standard flavours
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- Figure 71: Attitudes towards innovation, by gender and monthly personal income, December 2018
Perception of TCM Toothpaste
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- TCM toothpaste perceived to relieve dental issues
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- Figure 72: Perception of traditional Chinese medicine toothpaste, December 2018
- Younger consumers, high earners and consumers in tier one cities think TCM toothpaste is more suitable for sensitive teeth
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- Figure 73: Perception of traditional Chinese medicinal toothpaste – is more suitable for sensitive teeth than other toothpaste, by select demographics, December 2018
- And they also trust TCM toothpaste more
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- Figure 74: Perception of traditional Chinese medicinal toothpaste – is more trustworthy than other toothpaste, by select demographics, December 2018
- Older consumers don’t think TCM toothpaste is more suitable for seniors
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- Figure 75: Perception of traditional Chinese medicinal toothpaste – is more suitable for seniors than other toothpaste, by select demographics, December 2018
Meet the Mintropolitans
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- Mintropolitans are step ahead in using oral hygiene products
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- Figure 76: Product usage – using now, by consumer classification, December 2018
- Improving life quality is as important as effectiveness
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- Figure 77: Reasons for starting using electric toothbrush, December 2018
- Demand for outdoor occasions is the biggest difference between Mintropolitans and Non-Mintropolitans
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- Figure 78: Interested oral hygiene products, by consumer classification, December 2018
Appendix – Market Size and Forecast
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- Figure 79: Total value sale of oral hygiene market, China, 2013-23
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Appendix – Market Segmentation
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- Figure 80: Total value sale of oral hygiene market, by segment, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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