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Oral Care - China - March 2021

OVERVIEW
Key issues covered in this report
Definitions
Sub-group definitions (by monthly personal income)
EXECUTIVE SUMMARY
The market
Market value increases as consumers expand routines
Figure 1: Best- and worst-case forecast of value sales of oral care products, China, 2015-25
Companies and brands
Market leaders lost share as competition intensified
Figure 2: Leading manufacturers’ share in value sales of oral care products, China, 2019 and 2020
The consumer
A stronger need for teeth whitening
Figure 3: Oral health issues experienced in the last 12 months, 2020 vs 2021
Usage of electric toothbrush has been flat, while secondary products see growth
Figure 4: Oral care products using now, 2020 vs 2021
Consumers use mouthwash as part of daily routine
Figure 5: Reasons for using mouthwash, January 2021
Manual toothbrush needs to improve at cleaning efficiency and efficacy
Figure 6: Comparisons between manual toothbrush and electric toothbrush, January 2021
Functions, natural ingredients and certifications are key quality indicators
Figure 7: Factors associated with high-quality oral care products, January 2021
Consumers are open to ingredient innovation
Figure 8: Attitudes towards ingredients in oral care products, January 2021
What we think
ISSUES AND INSIGHTS
What’s next for electric toothbrush?
Figure 9: Philips One by Sonicare electric toothbrush, China, 2021
What’s next for mouthwash?
Figure 10: Example of new mouthwash launches that treat specific oral health issues, global, 2020
Figure 11: Example of REGENERATE Enamel Science™ oral care regime
THE MARKET – KEY TAKEAWAYS
Robust performance despite COVID-19
Mouthwash and ancillaries show stronger growth
MARKET SIZE AND FORECAST
Oral care sees little impact from COVID-19 and continues to expand
Figure 12: Value sales and yoy growth of oral care products, China, 2016-20
Figure 13: Best- and worst-case forecast of value sales of oral care products, China, 2015-25
MARKET SEGMENTATION
Smaller segments are outperforming
Figure 14: Segment value share of oral care products, China, 2016-20
MARKET DRIVERS
The COVID-19 outbreak increases the demand for breath-freshening
At-home oral care routines remain people’s priority, rather than dental services
The aging population provides opportunity
COMPANIES AND BRANDS – KEY TAKEAWAYS
A more competitive market
Blurring oral care with beauty 
MARKET SHARE
Newcomers eating into market share of leading companies
Figure 15: Leading manufacturers’ share in value sales of oral care products, China, 2019 and 2020
COMPETITIVE STRATEGIES
Leading brands expand into new territories
Figure 16: Yunnan Baiyao anticavity mouthwash, China, 2020
Figure 17: Crest Pulsonic Slim 1100 toothbrush, China, 2020
New product development aligns with beauty trends
Figure 18: Examples of oral care products containing skincare ingredients, China, 2020
Figure 19: Examples of new oral care launches from Colgate and NYSCPS, China, 2021
LAUNCH ACTIVITY AND INNOVATION
Mouthwash segment sees increased new product launches
Figure 20: New oral care launches, by segment, China, 2016-20
On-the-go mouthwashes rise sharply in recent years
Figure 21: Top 10 claims of new mouthwash launches, China, 2016-20
Figure 22: Examples of new on-the-go mouthwash launches, China, 2020
Figure 23: Moon Poppin' Breath Mints, US, 2020
Whitening is an NPD focus in the toothpaste segment
Figure 24: Top 10 claims of new toothpaste launches, China, 2016-20
Figure 25: Crest 3D White Crystal Diamond Whitelock Toothpaste, China, 2020
Figure 26: Darlie Star Shiny White Toothpaste and Strips, China, 2020
For sensitive teeth/gums toothbrushes gain momentum
Figure 27: Top 10 claims of new toothbrush launches, China, 2016-20
Figure 28: Lukleaf Oral Care Children Toothbrush with Ten Thousand Ultra Soft Bristles, China, 2020
Toothbrush sanitisers cater to the increasing health focus
Figure 29: Philips Sonicare electric toothbrush with UV sanitiser, China, 2020
Food and beverage inspired flavours remain popular
Figure 30: Examples of new toothpaste launches with food and beverage flavours, China, 2020-21
Focus on oral microbiome health
Figure 31: Avec Moi Probiotics Science Calm Comfort Brightening Toothpaste, China, 2020
Preliminary competition on eco-friendly packaging
Figure 32: Ethical claims of new oral care launches, UK, US, China, South Korea and Japan, 2016-20
Figure 33: Examples of Colgate Smile for Good toothpaste and Keep toothbrush, UK and US, 2020-21
Figure 34: Examples of new toothpaste tablets launches, global, 2020
THE CONSUMER – KEY TAKEAWAYS
Yellowing teeth and cavities have become more common problems
Usage of electric toothbrush has been flat as more users have dropped out
Mouthwash is primarily used for breath-freshening and anti-bacterial
Electric toothbrush provides better cleaning efficiency and efficacy than manual toothbrush
Functions, natural ingredients and certifications are key quality indicators
Probiotics/prebiotics has captured strong interest
ORAL HEALTH ISSUES
Consumers are experiencing more dental problems than last year
Figure 35: Number of oral health issues experienced in the last 12 months, 2020 vs 2021
Yellowing teeth and cavities have become more common problems…
Figure 36: Oral health issues experienced in the last 12 months, 2020 vs 2021
…especially for young consumers
Figure 37: Oral health issues experienced in the last 12 months, by age, January 2021
Figure 38: Oral health issues experienced in the last 12 months, 18-24 year olds, 2020 vs 2021
Women’s oral health concerns are increasing
Figure 39: Oral health issues experienced in the last 12 months, female, 2020 vs 2021
PRODUCT USAGE
Consumers’ product repertoire continues to expand
Figure 40: Number of oral care products using now, 2020 vs 2021
Figure 41: Usage of oral care products, January 2021
Usage of secondary products is still on the rise
Figure 42: Oral care products using now, 2020 vs 2021
Figure 43: Oral care products using now – interdental brush, by demographics, January 2021
Electric toothbrush is facing the challenge of retaining users
Figure 44: Usage of electric toothbrush, 2020 vs 2021
Consumers tend to use both electric toothbrush and manual toothbrush at the same time
Figure 45: Usage of manual toothbrush, current electric toothbrush users, 2020 vs 2021
Figure 46: Usage of manual toothbrush, current electric toothbrush users, by age, January 2021
Product usage peaks among 30-39 year olds
Figure 47: Number of oral care products using now, by age, January 2021
Figure 48: Oral care products using now, by age, January 2021
REASONS FOR USING MOUTHWASH
Mouthwash is primarily used to freshen breath and kill bacteria
Figure 49: Reasons for using mouthwash, January 2021
Consumers use mouthwash as a follow-up step after tooth brushing
Mouthwash use is less likely to be associated with emotional fulfilment
Mouthwash with extra benefits offers opportunity
Figure 50: Reasons for using mouthwash, by age, January 2021
COMPARISONS BETWEEN MANUAL TOOTHBRUSH AND ELECTRIC TOOTHBRUSH
Electric toothbrush wins in both efficiency and efficacy
Figure 51: Comparisons between manual toothbrush and electric toothbrush, January 2021
Young consumers are more satisfied with electric toothbrush
Figure 52: Comparisons between manual toothbrush and electric toothbrush – electric toothbrush works better, January 2021
QUALITY INDICATORS
Functions, natural ingredients and certifications indicate high quality
Figure 53: Factors associated with high-quality oral care products, January 2021
Technology and patent ingredients are not very relevant in this category
Young consumers are more likely to trust experts
Figure 54: Factors associated with high-quality oral care products, by age, January 2021
INTEREST IN INGREDIENTS
Probiotics/prebiotics has the potential to become mainstream
Figure 55: Attitudes towards ingredients in oral care products, January 2021
Consumers are not very familiar with using beauty ingredients in oral care, but they are open to it
Young consumers need more education on ingredients
Figure 56: Attitudes towards ingredients in oral care products – I would like to see it in oral care products, by age, January 2021
Figure 57: Attitudes towards ingredients in oral care products – I don’t know much about it, by age, January 2021
APPENDIX – MARKET SIZE AND FORECAST
Figure 58: Value sales of oral care products, China, 2015-25
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Consumer research methodology
Abbreviations

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