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Description

Description

“Over half of consumers are keen on using gum caring and anti-sensitivity toothpastes even if they haven’t experienced related dental problems. This makes the idea of prevention over treatment solid and could be expanded into other functions, such as whitening, preventing calculus, and maintaining a balanced oral microbiome.”
– Anne Yin, Associate Research Analyst

This report examines the following areas:

  • Foreseeable severe competition among electric oral care devices
  • A transition from treatment to prevention
  • Professionalism in gum caring and more

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Subgroup definitions (by Monthly Personal Income)
          • Executive Summary

              • The Market
                • Figure 1: Best- and worst-case forecast of total value sales of oral care market, China, 2014-24
              • Companies and Brands
                • Figure 2: Leading manufactures’ share in value sales of oral care products, China, 2018 and 2019
              • The Consumer
                • Over half of respondents had bleeding gums in the past one year
                  • Figure 3: Dental issues experienced in the past twelve months, December 2019
                • Gum health heavily weighted both for internals and appearances
                  • Figure 4: Important features of healthy teeth, December 2019
                • 45% are now using electric toothbrush while water flossers still niche
                  • Figure 5: Product usage, December 2019
                • The optimal price for an electric toothbrush is RMB200
                  • Figure 6: Price sensitivity – optimal price of an electric toothbrush, December 2019
                • Breath refreshing and whitening are two must-have functions of toothpaste
                  • Figure 7: Toothpaste functions sought in the past twelve months, December 2019
                • Time to establish prevention over treatment concept
                  • Figure 8: Attitudes towards prevention over treatment, December 2019
                • What we think
                • Issues and Insights

                  • Foreseeable severe competition among electric oral care devices
                    • The facts
                      • The implications
                        • A transition from treatment to prevention
                          • The facts
                            • The implications
                              • Professionalism in gum caring and more
                                • The facts
                                  • The implications
                                  • The Market – What you need to know

                                    • Growth despite impact of Covid-19
                                      • Smaller segments lead the growth momentum in the total category
                                        • Growth from consumers’ increasing attention to oral hygiene
                                        • Market Size and Forecast

                                          • A steady growing market hit RMB40 billion in 2019
                                            • Short-term impact caused by Covid-19 in 2020
                                              • The outlook of next five years
                                                • Figure 9: Best- and worst-case forecast of total value sales of oral care market, China, 2014-24
                                            • Market Drivers

                                              • Growing spending on health and wellness
                                                • Seeking professionalism from products other than dentists
                                                  • Oral health and value placed on appearance
                                                    • Online channels help expedite launch cycle
                                                      • Figure 10: Example of special edition toothpastes, China, 2019
                                                  • Market Segmentation

                                                    • Toothpaste
                                                      • Figure 11: Best- and worst-case forecast of total value sales of toothpaste market, China, 2014-24
                                                    • Toothbrush
                                                      • Figure 12: Best- and worst-case forecast of total value sales of toothbrush market, China, 2014-24
                                                    • Mouthwash
                                                      • Figure 13: Best- and worst-case forecast of total value sales of mouthwash market, China, 2014-24
                                                    • Ancillaries
                                                      • Figure 14: Best- and worst-case forecast of total value sales of ancillaries market, China, 2014-24
                                                  • Key Players – What you need to know

                                                    • A further expansion of domestic brands
                                                      • Finding ways to stir consumers’ trusts and interests
                                                      • Market Share

                                                        • Domestic brands furthered their share
                                                          • Figure 15: Leading manufactures’ share in value sales of oral care products, China, 2018 and 2019
                                                        • Imported brands fighting to secure their market share
                                                        • Competitive Strategies

                                                          • Invest in education for kids
                                                            • Figure 16: Tooth Wonderland, China, 2019
                                                          • Differentiation from expertise and tailoring to the Asian market
                                                            • Figure 17: Example of Dr.Bei oral hygiene products, China, 2019
                                                          • Using concepts in beauty categories to communicate functions
                                                            • Figure 18: Examples of toothpastes using concepts from beauty category, China, 2019
                                                          • Innovation concentrated on scented toothpaste
                                                            • Figure 19: Examples of toothpastes with interesting flavours, China, 2019
                                                        • Who’s Innovating?

                                                          • Toothbrush
                                                            • Consumer segmentation went further
                                                              • Figure 20: Top 15 increased claims for toothbrushes launched, China, 2018-19
                                                            • Varieties in brush heads to bring extra efficiency and better cleaning results
                                                              • Figure 21: Example of toothbrushes with increased efficiency, US, 2019
                                                            • Toothpaste, Mouthwash, and Ancillaries
                                                              • Enhanced breath refreshing benefits from tongue cleaning
                                                                • Figure 22: Examples of tongue cleaners, Japan, 2019
                                                              • Probiotics and prebiotics combine to tell the story about microbiomes
                                                                • Figure 23: Examples of toothpastes and ancillaries feature probiotics and prebiotics, China, Poland, and Japan, 2019
                                                              • All natural ingredients catering to teeth and gum sensitivity
                                                                • Figure 24: Examples of all natural toothpastes and mouthwashes claimed as suitable for sensitive teeth and gums, UK, 2019
                                                              • Natural ingredients included to introduce different flavours
                                                                • Figure 25: Example of using natural ingredients to bring novelty scents to toothpaste, Lithuania and China, 2019-20
                                                              • More popular beauty ingredients
                                                                • Figure 26: Examples of using beauty ingredients in oral hygiene products, South Korea and UK, 2019-20
                                                              • Segmented designs to target different usage occasion
                                                                • Figure 27: Examples of special package designs for on-the-go occasion, Japan and South Korea, 2019-20
                                                            • The Consumer – What you need to know

                                                              • Gum problems are the mostly noticed dental issue
                                                                • Gum health is linked to both inner health and outer image
                                                                  • 26% of respondents gave up manual toothbrushes and use electrics
                                                                    • Price threshold of electric toothbrush is RMB100-298
                                                                      • More varieties on multi-function toothpastes expected by consumers
                                                                        • Prevention over treatment accepted by over half
                                                                        • Dental Issues Experienced

                                                                          • Bleeding gums ranked as the top one oral problem experienced
                                                                            • Figure 28: Dental issues experienced in the past twelve months, December 2019
                                                                          • Females pay more attention to sensitivity while males focus on calculus
                                                                            • Figure 29: Dental issues experienced in the past twelve months, by gender, December 2019
                                                                          • Teeth whitening resonates with younger females more
                                                                            • Figure 30: Dental issues experienced in the past twelve months, by gender and age, December 2019
                                                                        • Important Features of Healthy Teeth

                                                                          • Healthy gums with healthy colour important for both inner and outer
                                                                            • Figure 31: Important features of healthy teeth, December 2019
                                                                          • Young females dread sensitivity and males start to care more since 30s
                                                                            • Figure 32: Important features of healthy teeth, by gender and age, December 2019
                                                                          • Demands not lay back in lower tier cities
                                                                            • Figure 33: Important features of healthy teeth, by city tier, December 2019
                                                                        • Product Usage

                                                                          • 26% has switched from manual toothbrushes to electrics
                                                                            • Figure 34: Product usage, December 2019
                                                                            • Figure 35: Electric and manual toothbrush usage, December 2019
                                                                          • Electric tools stagnated with room to enhance value for money
                                                                            • Figure 36: Change of product usage, 2018 vs 2019
                                                                            • Figure 37: Electric toothbrush and water flosser usage – ‘using now’, by selected demographic, December 2019
                                                                          • Mouthwashes and breath spray advanced in adoption
                                                                            • Figure 38: Change of mouthwash and breath spray usage – ‘using now’, by gender and age, 2018 vs 2019
                                                                          • Manual tools with lower costs increase city tier coverage
                                                                            • Figure 39: Change dental floss/tape and interdental brush usage – ‘using now’, by city tier, 2018 vs 2019
                                                                        • Optimal Pricing for Electric Toothbrush

                                                                          • Ideal price for an electric toothbrush according to consumers
                                                                              • Figure 40: Price sensitivity – optimal price of an electric toothbrush, December 2019
                                                                              • Figure 41: Price sensitivity – threshold price of an electric toothbrush, December 2019
                                                                              • Figure 42: Examples of domestic electric toothbrushes priced within RMB100-298, China, 2020
                                                                            • Significant perceived value gap between users and abandoners
                                                                              • Figure 43: Price sensitivity - ‘expensive but still consider buying’, by usage of electric toothbrush, December 2019
                                                                            • Price anticipation increases with incomes while 25-39s willing to pay more
                                                                              • Figure 44: Price sensitivity - ‘expensive but still consider buying’, mean value, by selected demographics, December 2019
                                                                          • Toothpaste Functions Sought

                                                                            • Breath refreshing, whitening and gum caring ranked top three
                                                                              • Figure 45: Toothpaste functions sought in the past 12 months, December 2019
                                                                              • Figure 46: Dental issues experienced and toothpaste functions sought, December 2019
                                                                            • Include interior caring to target young users
                                                                              • Figure 47: Attitudes towards multi-functional toothpaste, December 2019
                                                                              • Figure 48: TURF analysis of toothpaste functions sought in the past twelve months, 18-29 yrs, December 2019
                                                                            • Gum care and heat clearing stand out when targeting mature consumers
                                                                              • Figure 49: TURF analysis of toothpaste functions sought in the past twelve months, 30-39 yrs, December 2019
                                                                              • Figure 50: TURF analysis of toothpaste functions sought in the past twelve months, 40-49 yrs, December 2019
                                                                              • Figure 51: Toothpaste functions sought in the past twelve months – ‘inflammation diminishing/internal heat clearing’, by age, December 2019
                                                                              • Figure 52: Attitudes towards Traditional Chinese Medicine ingredients in toothpaste, by age, December 2019
                                                                          • Attitudes and Behaviours towards Toothpaste

                                                                            • Prevention of gum and sensitivity problems cited by over half
                                                                              • Figure 53: Behaviours towards preventing gum problems, by monthly personal income, December 2019
                                                                              • Figure 54: Behaviours towards preventing sensitivity problems, by age, December 2019
                                                                            • Younger generations offer more loyalty for better functional results
                                                                              • Figure 55: Attitudes towards continuing using the same toothpaste, by age, December 2019
                                                                            • Higher income and tier one city consumers buy diverse brands
                                                                              • Figure 56: Toothpaste brand origins, by selected demographics, December 2019
                                                                              • Figure 57: Toothpaste brand origins – ‘I use toothpastes from imported brands more often’, by gender and age, December 2019
                                                                          • Meet the Mintropolitans

                                                                            • Placing more attention on gums, breath, and ulcers
                                                                              • Figure 58: Dental issues experienced in the past twelve months, by consumer classification, December 2019
                                                                              • Figure 59: Toothpaste functions sought in the past twelve months, by consumer classification, December 2019
                                                                            • More trust in traditional Chinese medicine ingredients
                                                                              • Figure 60: Attitudes towards Traditional Chinese Medicine ingredients in toothpaste, by consumer classification, December 2019
                                                                          • Appendix: Market Size and Forecast

                                                                              • Figure 61: Total value sales of oral care market, China, 2014-24
                                                                          • Appendix: Market Segmentation

                                                                              • Figure 62: Total value sales of oral care market, by segment, China, 2014-24
                                                                          • Appendix: Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Price sensitivity analysis
                                                                                • TURF
                                                                                  • Fan chart forecast
                                                                                    • Abbreviations

                                                                                    About the report

                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                    • The Consumer

                                                                                      What They Want. Why They Want It.

                                                                                    • The Competitors

                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                    • The Market

                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                    • The Innovations

                                                                                      New Ideas. New Products. New Potential.

                                                                                    • The Opportunities

                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                    • The Trends

                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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