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Oral Hygiene - China - July 2012

“The oral health market in China has improved over the years, but still needs to catch up with that of more developed countries. Neither the availability of dental infrastructure nor the dentist to population ratio is sufficient to cater to the population’s dental care needs. Therefore, oral care manufacturers, are in effect, filling a big gap left by dentists by providing oral care solutions to millions of Chinese consumers. The quality of dental services and insurance coverage differs by location and consumer group. Government involvement and support has led to higher levels of oral health awareness throughout the nation, especially through encouraging both the adoption of a dental care regime at an early age and habitual usage. Brands’ involvement in social activities will increase brand awareness and consumer usage of oral hygiene products."

– Eileen Ngieng – Senior Research Analyst


Some questions answered in this report include:
  • What is the current status of the oral care market in China and how has the involvement of the government and brands helped to improve national oral health?
  • What are the top factors that consumers are looking for in oral hygiene care and how are manufacturers meeting these needs?
  • What kind of innovations will increase the usage and awareness of oral hygiene products in the developing China oral hygiene market?
  • Who are the consumer groups that have the greatest potential for brands to increase sales and what are the opportunities there?


Report Introduction:

The oral health market in China has improved over the years, but still needs to catch up with that of more developed countries. Neither the availability of dental infrastructure nor the dentist to population ratio is sufficient to cater to the population’s dental care needs. Therefore, oral care manufacturers, are in effect, filling a big gap left by dentists by providing oral care solutions to millions of Chinese consumers. The quality of dental services and insurance coverage differs by location and consumer group. Government involvement and support has led to higher levels of oral health awareness throughout the nation, especially through encouraging both the adoption of a dental care regime at an early age and habitual usage. Brands’ involvement in social activities will increase brand awareness and consumer usage of oral hygiene products.

Almost all urban Chinese consumers surveyed by Mintel use toothpaste and a toothbrush on a daily basis. The usage of other ancillary dental products is also becoming increasingly popular. Growing usage of oral hygiene products is due to rising levels of personal disposable income, greater awareness of oral hygiene, increasing urbanisation, government influence and social awareness.

Consumers are looking for specific functions in their oral hygiene products. Their requirement for toothpaste has developed from a basic one, towards products that meet functional and beauty needs. In toothbrushes, there is an increasing shift from manual to electric, which is predicted to continue into the future. The usage of mouthwash and dental floss, previously uncommon, is becoming more widespread.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Report structure
        • Executive Summary

          • The market
            • Figure 1: Oral hygiene market value in local currency, 2004-11
          • Market segmentation
            • Figure 2: Oral hygiene market segmentation, by value, 2008-11
            • Figure 3: Frequency of using oral hygiene products, March 2012
            • Figure 4: Forecast for China’s oral hygiene market, by value, 2007-17
          • Companies
            • Figure 5: Company market share, by value, 2008-11
          • Issues in the market
            • Oral care market in China is still evolving
              • Figure 6: Agreement with statements ‘I always stick to the brands I trust’ and ‘I prefer to choose well-known brands’, March 2012
            • Functional-driven oral care products to meet consumer needs
              • Figure 7: Expected functions of oral hygiene products, March 2012
            • Children’s oral care market still has gaps to fill
              • Figure 8: Claims on children’s (aged 5-12) and babies & toddlers’ (aged 0-4) oral hygiene products development, 2008-11
            • Popularity of smoking creates huge market opportunity
              • Figure 9: Types of oral hygiene products bought, by smokers vs non-smokers, March 2012
          • Oral Care Market in China is Still Evolving

              • The oral health market in China needs to catch up with elsewhere
                • Quality of dental services and insurance coverage differs for different oral care locations
                  • Government involvement and support boosts oral health awareness throughout the nation
                    • Love Teeth Day
                      • Oral Health Blue Book
                        • Corporate schemes support market development
                          • Figure 10: Agreement with statements ‘I always stick to the brands I trust’ and ‘I prefer to choose well-known brands’, March 2012
                        • P&G (China) involvement in the Hope School oral health education programme
                          • Colgate-Palmolive – ‘Bright Smiles, Bright Futures' theme
                            • What does it mean?
                            • Functional-driven Oral Care Products to Meet Consumer Needs

                                • Consumers are looking for specific functions in their oral hygiene products
                                  • Figure 11: Factors considered when buying oral hygiene products, March 2012
                                  • Figure 12: Agreement with statement ‘I prefer to buy oral hygiene products with specific functions’, March 2012
                                  • Figure 13: Expected functions of oral hygiene products, March 2012
                                • Evolving market meets both functional and cosmetic needs
                                    • Figure 14: Frequency of toothbrush usage, March 2012
                                    • Figure 15: Top 6 claims in oral hygiene product development, 2008-11
                                  • Popularity of natural products stems from TCM
                                      • Figure 16: Agreement with statement ‘I prefer to buy herbal oral hygiene products’, March 2012
                                    • Teeth whitening important to white-collar workers
                                        • Figure 17: Agreement with statements ‘Teeth play an important role in people’s first impressions’, ‘Oral hygiene products can help me improve my appearance’ and ‘I generally look after my appearance’, March 2012
                                      • Stronger growth of electric toothbrushes expected in the future
                                          • Figure 18: Frequency of usage of manual and electric toothbrushes, March 2012
                                        • Mouthwash and dental floss usage reflects urban change
                                          • Mouthwash
                                            • Figure 19: Frequency of usage of mouthwash, March 2012
                                          • Dental floss
                                              • Figure 20: Frequency of usage of tooth strips/toothpicks and dental floss/tape, March 2012
                                            • What does it mean?
                                            • Children’s Oral Care Market Still Has Gaps to Fill

                                              • Issues at a glance
                                                • Children’s market is key to future of nation’s oral health
                                                  • Figure 21: Claims on children (aged 5-12) and babies & toddlers (aged 0-4) oral hygiene products development, 2008-11
                                                • Hope School provides encouragement
                                                  • Children’s products require innovative focus
                                                    • Figure 22: Number of brands of toothpaste bought in the past 12 months, by presence of children in household, March 2012
                                                    • Figure 23: Number of locations of buying oral hygiene products, by presence of children in household, March 2012
                                                  • Product innovation can encourage greater use
                                                    • Toothbrushes
                                                      • Mouthwash
                                                        • Tooth cleaning wipes/tissues
                                                          • What does it mean?
                                                          • Popularity of Smoking Creates Huge Market Opportunity

                                                            • Issues at a glance
                                                              • Law and regulation in China is not punitive
                                                                • China has the highest number of smokers across the globe
                                                                  • Figure 24: Consumption of tobacco, by country, 2011
                                                                • Smoking is linked to several health issues
                                                                  • Figure 25: Worldwide consumption of tobacco and related number of deaths of diseases, 2005
                                                                • Oral care products targeted at smokers are limited
                                                                  • Figure 26: Types of oral hygiene products bought, by smokers vs non-smokers, March 2012
                                                                  • Figure 27: Smokers vs non-smokers, by demographics, March 2012
                                                                • Range of toothpastes target smokers
                                                                  • Mouthwash
                                                                    • Inter-category competition with chewing gum
                                                                      • Figure 28: Occasions (or triggers) for buying chewing gum/bubble gums for oneself, January 2012
                                                                      • Figure 29: Brand positioning for chewing gum/bubble gum, January 2012
                                                                    • Product innovation targets smokers to quit
                                                                      • What does it mean?
                                                                      • The Future of the Market

                                                                          • Figure 30: Forecast for China’s oral hygiene market value in local currency (RMB bn), 2007-17
                                                                        • Methodology
                                                                        • Appendix – Consumer– Frequency of Using Oral Hygiene Products

                                                                            • Figure 31: Most popular frequency of using oral hygiene products, March 2012
                                                                            • Figure 32: Popular frequency of using oral hygiene products, March 2012
                                                                            • Figure 33: Least popular frequency of using oral hygiene products, March 2012
                                                                            • Figure 34: Expected functions of oral hygiene products, by most popular frequency of using a toothbrush, March 2012
                                                                            • Figure 35: Expected functions of oral hygiene products, by popular frequency of using toothpaste, March 2012
                                                                            • Figure 36: Expected functions of oral hygiene products, by most popular frequency of using manual toothbrush, March 2012
                                                                            • Figure 37: Expected functions of oral hygiene products, by most popular frequency of using electric toothbrush, March 2012
                                                                            • Figure 38: Expected functions of oral hygiene products, by most popular frequency of using mouthwash, March 2012
                                                                            • Figure 39: Expected functions of oral hygiene products, by most popular frequency of using dental floss/tape, March 2012
                                                                            • Figure 40: Expected functions of oral hygiene products, by most popular frequency of using tooth strips/toothpicks, March 2012
                                                                            • Figure 41: Types of smoker, by most popular frequency of using a toothbrush, March 2012
                                                                            • Figure 42: Types of smoker, by most popular frequency of using toothpaste, March 2012
                                                                            • Figure 43: Types of smoker, by most popular frequency of using manual toothbrush, March 2012
                                                                            • Figure 44: Types of smoker, by most popular frequency of using electric toothbrush, March 2012
                                                                            • Figure 45: Types of smoker, by most popular frequency of using mouthwash, March 2012
                                                                            • Figure 46: Types of smoker, by most popular frequency of using dental floss/tape, March 2012
                                                                            • Figure 47: Types of smoker, by most popular frequency of using tooth strips/toothpicks, March 2012
                                                                        • Appendix –Purchaser of Oral Hygiene Products

                                                                            • Figure 48: Purchaser of oral hygiene products, March 2012
                                                                        • Appendix – Types of Oral Hygiene Products Bought

                                                                            • Figure 49: Types of oral hygiene products bought, March 2012
                                                                        • Appendix – Factors Considered When Buying Oral Hygiene Products

                                                                            • Figure 50: Factors considered when buying oral hygiene products, March 2012
                                                                            • Figure 51: Factors considered when buying oral hygiene products, by most popular types of oral hygiene products bought, March 2012
                                                                            • Figure 52: Factors considered when buying oral hygiene products, by next most popular types of oral hygiene products bought, March 2012
                                                                        • Appendix – Functions Looked for In Oral Hygiene Products

                                                                            • Figure 53: Functions looked for in oral hygiene products, March 2012
                                                                        • Appendix – Average Spend Per Purchase on Oral Hygiene Products

                                                                            • Figure 54: Average high spend per purchase on oral hygiene products, by product type, March 2012
                                                                            • Figure 55: Average lower spend per purchase on oral hygiene products, by product type, March 2012
                                                                        • Appendix – Brands of Toothpaste Bought in the Past 12 Months

                                                                            • Figure 56: Brands of toothpaste bought in the past 12 months, March 2012
                                                                            • Figure 57: Brands of toothpaste bought in the past 12 months, by most popular factors considered when buying oral hygiene products, March 2012
                                                                            • Figure 58: Brands of toothpaste bought in the past 12 months, by next most popular factors considered when buying oral hygiene products, March 2012
                                                                            • Figure 59: Brands of toothpaste bought in the past 12 months, by other factors considered when buying oral hygiene products, March 2012
                                                                            • Figure 60: Brands of toothpaste bought in the past 12 months, by most popular expected functions of oral hygiene products, March 2012
                                                                            • Figure 61: Brands of toothpaste bought in the past 12 months, by next most popular functions expected of oral hygiene products, March 2012
                                                                            • Figure 62: Brands of toothpaste bought in the past 12 months, by other functions expected of oral hygiene products, March 2012
                                                                            • Figure 63: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on toothpaste, March 2012
                                                                            • Figure 64: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on toothpaste, March 2012
                                                                            • Figure 65: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on toothpaste, March 2012
                                                                            • Figure 66: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on manual toothbrush, March 2012
                                                                            • Figure 67: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on manual toothbrush, March 2012
                                                                            • Figure 68: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on manual toothbrush, March 2012
                                                                            • Figure 69: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on electric toothbrush, March 2012
                                                                            • Figure 70: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on electric toothbrush, March 2012
                                                                            • Figure 71: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on electric toothbrush, March 2012
                                                                            • Figure 72: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on mouthwash, March 2012
                                                                            • Figure 73: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on mouthwash, March 2012
                                                                            • Figure 74: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on mouthwash, March 2012
                                                                            • Figure 75: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on dental floss/tape, March 2012
                                                                            • Figure 76: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on dental floss/tape, March 2012
                                                                            • Figure 77: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on dental floss/tape, March 2012
                                                                            • Figure 78: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on tooth strips/toothpicks, March 2012
                                                                            • Figure 79: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on tooth strips/toothpicks, March 2012
                                                                            • Figure 80: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on tooth strips/toothpicks, March 2012
                                                                            • Figure 81: Brands of toothpaste bought in the past 12 months, by most popular average spend per purchase on other oral hygiene products, March 2012
                                                                            • Figure 82: Brands of toothpaste bought in the past 12 months, by next most popular average spend per purchase on other oral hygiene products, March 2012
                                                                            • Figure 83: Brands of toothpaste bought in the past 12 months, by other average spend per purchase on other oral hygiene products, March 2012
                                                                            • Figure 84: Brands of toothpaste bought in the past 12 months, by most popular locations of buying oral hygiene products, March 2012
                                                                            • Figure 85: Brands of toothpaste bought in the past 12 months, by next most popular locations of buying oral hygiene products, March 2012
                                                                            • Figure 86: Brands of toothpaste bought in the past 12 months, by other locations of buying oral hygiene products, March 2012
                                                                        • Appendix – Locations of Buying Oral Hygiene Products

                                                                            • Figure 87: Locations of buying oral hygiene products, March 2012
                                                                            • Figure 88: Locations of buying oral hygiene products, by types of oral hygiene products bought, March 2012
                                                                        • Appendix – Attitudes Towards Oral Hygiene Products

                                                                            • Figure 89: Attitudes towards oral hygiene products, March 2012
                                                                        • Appendix – Smokers Attitudes Towards Oral Hygiene Products

                                                                            • Figure 90: Types of smoker, by agreement with the statements ‘There is a big difference in quality between local and international oral hygiene products’ and ‘More expensive oral hygiene products don't necessarily work better than cheap ones’, March 2012
                                                                            • Figure 91: Types of smoker, by agreement with the statements ‘I always stick to the brands I trust’ and ‘I prefer to choose well-known brands’, March 2012
                                                                            • Figure 92: Types of smoker, by agreement with the statements ‘These days most of the oral hygiene brands are just the same’ and ‘I prefer to buy oral hygiene products with specific functions’, March 2012
                                                                            • Figure 93: Types of smoker, by agreement with the statements ‘I have tried to whiten my teeth by using a variety of means’ and ‘I prefer to buy herbal oral hygiene products’, March 2012
                                                                            • Figure 94: Types of smoker, by agreement with the statements ‘I am interested in trying different types or Flavours of oral hygiene products’ and ‘I prefer to buy oral care products that are on promotion’, March 2012
                                                                            • Figure 95: Types of smoker, by agreement with the statements ‘I prefer to buy in bulk rather than single pack’ and ‘Oral hygiene products can help me improve my appearance’, March 2012
                                                                            • Figure 96: Types of smoker, by agreement with the statements ‘I think oral hygiene products can have a great influence on overall health’ and ‘I generally look after my appearance’, March 2012
                                                                            • Figure 97: Types of smoker, by agreement with the statement ‘Teeth play an important role in people’s first impressions’, March 2012
                                                                        • Appendix – Types of Smoker

                                                                            • Figure 98: Types of smoker, March 2012
                                                                            • Figure 99: Types of smoker, by most popular types of oral hygiene products bought, March 2012
                                                                            • Figure 100: Types of smoker, by next most popular types of oral hygiene products bought, March 2012
                                                                            • Figure 101: Types of smoker, by demographics, March 2012
                                                                        • Appendix – Frequency of Using Oral Hygiene Products

                                                                            • Figure 102: Most popular frequency of toothbrush use, by demographics, March 2012
                                                                            • Figure 103: Next most popular frequency of toothbrush use, by demographics, March 2012
                                                                            • Figure 104: Most popular frequency of using toothpaste, by demographics, March 2012
                                                                            • Figure 105: Most popular frequency of using manual toothbrush, by demographics, March 2012
                                                                            • Figure 106: Most popular frequency of using electric toothbrush, by demographics, March 2012
                                                                            • Figure 107: Next most popular frequency of using electric toothbrush, by demographics, March 2012
                                                                            • Figure 108: Other frequency of using electric toothbrush, by demographics, March 2012
                                                                            • Figure 109: Most popular frequency of using mouthwash, by demographics, March 2012
                                                                            • Figure 110: Next most popular frequency of using mouthwash, by demographics, March 2012
                                                                            • Figure 111: Other frequency of using mouthwash, by demographics, March 2012
                                                                            • Figure 112: Most popular frequency of using dental floss/tape, by demographics, March 2012
                                                                            • Figure 113: Next most popular frequency of using dental floss/tape, by demographics, March 2012
                                                                            • Figure 114: Other frequency of using dental floss/tape, by demographics, March 2012
                                                                            • Figure 115: Most popular frequency of using tooth strips/toothpicks, by demographics, March 2012
                                                                            • Figure 116: Next most popular frequency of using tooth strips/toothpicks, by demographics, March 2012
                                                                            • Figure 117: Other frequency of using tooth strips/toothpicks, by demographics, March 2012
                                                                        • Appendix –Purchaser of Oral Hygiene Products

                                                                            • Figure 118: Purchaser of oral hygiene products, by demographics, March 2012
                                                                        • Appendix – Types of Oral Hygiene Products Bought

                                                                            • Figure 119: Types of oral hygiene products bought, by demographics, March 2012
                                                                        • Appendix – Factors considered when Buying Oral Hygiene Products

                                                                            • Figure 120: Most popular factors considered when buying top ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 121: Next most popular factors considered when buying top ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 122: Most popular factors considered when buying second ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 123: Next most popular factors considered when buying second ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 124: Most popular factors considered when buying third ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 125: Next most popular factors considered when buying third ranked oral hygiene products, by demographics, March 2012
                                                                            • Figure 126: Other factors considered when buying third ranked oral hygiene products, by demographics, March 2012
                                                                        • Appendix – Expected Functions of Oral Hygiene Products

                                                                            • Figure 127: Most popular expected functions of oral hygiene products, by demographics, March 2012
                                                                            • Figure 128: Next most popular expected functions of oral hygiene products, by demographics, March 2012
                                                                            • Figure 129: Other expected functions of oral hygiene products, by demographics, March 2012
                                                                        • Appendix – Average Spend per Purchase on Oral Hygiene Products

                                                                            • Figure 130: Most popular average spend per purchase on toothpaste, by demographics, March 2012
                                                                            • Figure 131: Next most popular average spend per purchase on toothpaste, by demographics, March 2012
                                                                            • Figure 132: Most popular average spend per purchase on electric toothbrush, by demographics, March 2012
                                                                            • Figure 133: Most popular average spend per purchase on mouthwash, by demographics, March 2012
                                                                            • Figure 134: Next most popular average spend per purchase on mouthwash, by demographics, March 2012
                                                                            • Figure 135: Most popular average spend per purchase on dental floss/tape, by demographics, March 2012
                                                                            • Figure 136: Next most popular average spend per purchase on dental floss/tape, by demographics, March 2012
                                                                            • Figure 137: Most popular average spend per purchase on tooth strips/toothpicks, by demographics, March 2012
                                                                            • Figure 138: Next most popular average spend per purchase on tooth strips/toothpicks, by demographics, March 2012
                                                                        • Appendix – Brands of Toothpaste Bought in the Past 12 Months

                                                                            • Figure 139: Most popular brands of toothpaste bought in the past 12 months, by demographics, March 2012
                                                                            • Figure 140: Next most popular brands of toothpaste bought in the past 12 months, by demographics, March 2012
                                                                            • Figure 141: Other brands of toothpaste bought in the past 12 months, by demographics, March 2012
                                                                        • Appendix – Locations of Buying Oral Hygiene Products

                                                                            • Figure 142: Most popular locations of buying oral hygiene products, by demographics, March 2012
                                                                            • Figure 143: Next most popular locations of buying oral hygiene products, by demographics, March 2012
                                                                            • Figure 144: Other locations of buying oral hygiene products, by demographics, March 2012
                                                                        • Appendix – Attitudes Towards Oral Hygiene Products

                                                                            • Figure 145: Agreement with the statements ‘Teeth play an important role in people’s first impressions’ and ‘I think oral hygiene products can have a great influence on overall health’, by demographics, March 2012
                                                                            • Figure 146: Agreement with the statements ‘I always stick to the brands I trust’ and ‘I generally look after my appearance’, by demographics, March 2012
                                                                            • Figure 147: Agreement with the statements ‘Oral hygiene products can help me improve my appearance’ and ‘I prefer to choose well-known brands’, by demographics, March 2012
                                                                            • Figure 148: Agreement with the statements ‘I prefer to buy oral hygiene products with specific functions’ and ‘I am interested in trying different types or Flavours of oral hygiene products’, by demographics, March 2012
                                                                            • Figure 149: Agreement with the statements ‘I prefer to buy herbal oral hygiene products’ and ‘More expensive oral hygiene products don't necessarily work better than cheap ones’, by demographics, March 2012
                                                                            • Figure 150: Agreement with the statements ‘I have tried to whiten my teeth by using a variety of means’ and ‘I prefer to buy oral care products that are on promotion’, by demographics, March 2012
                                                                            • Figure 151: Agreement with the statements ‘I prefer to buy in bulk rather than single pack’ and ‘These days most of the oral hygiene brands are just the same’, by demographics, March 2012
                                                                            • Figure 152: Agreement with the statement ‘There is a big difference in quality between local and international oral hygiene products’, by demographics, March 2012

                                                                        Companies Covered

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                                                                        Oral Hygiene - China - July 2012

                                                                        £3,195.84 (Excl.Tax)