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Oral Hygiene - China - March 2019

Covered in this report

This report covers the Chinese consumer market for oral hygiene products, including products in the following categories:

  • Toothpaste – including pastes, gels, polish and powder formats; including sensitive, herbal, whitening, children’s and 2 in 1 variants
  • Toothbrushes – including standard manual and electric toothbrushes
  • Mouthwashes – including medicated and freshening mouthwashes and rinses
  • Ancillaries – including dental floss/tape, toothpicks, interdental sticks and denture products

“The premiumisation trend continues to influence the oral hygiene market with consumers’ awareness of oral health in terms of both product usage and knowledge accumulation sides. Electric oral care products not only bring more advanced functional results, but also an association with better life quality. TCM toothpaste brands should keep investing in TCM ingredients, especially rare TCM ingredients to prove their effectiveness in relieving dental issues.”

– Vicky Zhou, Research Analyst

This report examines the following issues:

  • How to seize the trend of premiumisation?
  • Are Chinese consumers ready for electric toothbrushes?
  • Opportunity for TCM toothpaste

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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 hygiene market, China, 2013-23
              • Companies and Brands
                • Figure 2: Leading manufacturers’ share in value sales of oral hygiene products, China, 2017 and 2018
              • The Consumer
                • Electric products are rising in 2018
                  • Figure 3: Product usage – using now, 2017 vs 2018
                • Effectiveness is the top motivation
                  • Figure 4: Reasons for starting using electric toothbrush, December 2018
                • Clean mouth after meals is the most commonly used oral care measure
                  • Figure 5: Oral care measures taken in the last six months, December 2018
                • Natural is the main demand
                  • Figure 6: Interested oral hygiene products, December 2018
                • Consumers are willing to sacrifice the user experience for natural
                  • Figure 7: Preference for toothpaste with natural ingredients, by monthly personal income, December 2018
                • Traditional TCM image for TCM toothpaste
                  • Figure 8: Perception of traditional Chinese medicine toothpaste, December 2018
                • What we think
                • Issues and Insights

                  • How to seize the trend of premiumisation?
                    • The facts
                      • The implications
                        • Figure 9: O'Precare toothpaste for different time of a day
                        • Figure 10: THEODENT chocolate toothpaste
                        • Figure 11: Listerine Ready!Tabs mouthwash tablet
                        • Figure 12: Example of food and drink brands expanding to oral care market
                        • Figure 13: Example of oral hygiene products using beauty-related claim
                      • Are Chinese consumers ready for electric toothbrushes?
                        • The facts
                          • The implications
                            • Figure 14: Kiss You anion electric toothbrush
                            • Figure 15: M-teeth electric toothbrush cooperating with a beauty KOL
                            • Figure 16: OralB visible pressure sensor for electric toothbrush
                          • Opportunity for TCM toothpaste
                            • The facts
                              • The implications
                                • Figure 17: Pudilan TCM toothpaste education
                                • Figure 18: Pianzaihuang cross-category marketing, China, 2018
                            • The Market – What you need to know

                              • Continuous growth with small segments leading
                                • External conditions drive consumers’ attention
                                • Market size and forecast

                                  • Stable growth continued
                                    • Figure 19: Best- and worst-case forecast of total value sales of oral hygiene market, China, 2013-23
                                • Market Drivers

                                  • 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

                                          • Toothpaste
                                            • 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
                                            • Figure 22: Best- and worst-case forecast of total value sales of toothbrush market, China, 2013-23
                                          • Mouthwash
                                            • Figure 23: Best- and worst-case forecast of total value sales of mouthwash market, China, 2013-23
                                          • Ancillaries
                                            • Figure 24: Best- and worst-case forecast of total value sales of ancillaries market, China, 2013-23
                                        • Key Players – What you need to know

                                          • Stable competitive landscape
                                            • Cooperating with online platforms on-trend
                                            • Market share

                                              • Local companies maintained the leading positions
                                                • 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
                                                • 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

                                                • Invest in on-premise channels
                                                  • Use popular social marketing tools
                                                    • 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
                                                    • Figure 31: Colgate male bursting beads cooperating with Tmall
                                                • Who’s Innovating?

                                                  • Toothpaste
                                                    • China is vivid in developing its babies and children’s market
                                                      • Figure 32: New toothpaste launches for babies & toddlers and Children, by selected countries, 2018
                                                    • Breath-Freshening claim leads innovation in China
                                                      • Figure 33: Top 10 claims with biggest change in new toothpaste launches, China, 2017 and 2018
                                                    • Probiotic ingredient
                                                      • Figure 34: New toothpaste launches with probiotic ingredient, China, 2018
                                                    • Format innovation
                                                      • Figure 35: New oral hygiene product launches with new format, China, UK and India, 2018
                                                    • Blur with beauty
                                                      • Figure 36: New oral hygiene product launches inspired by beauty category, Germany and Mexico, 2018
                                                    • Specific for pregnant women
                                                      • Figure 37: New toothpaste launches specific for pregnant women, China, 2017 and 2018
                                                    • Toothbrush
                                                      • Disposable Confinement Toothbrush
                                                        • Figure 38: New oral hygiene product launches specific for pregnant women and new mothers, China, 2017-19
                                                      • Wider brushes
                                                        • Figure 39: New toothbrush launches with wider brush, Malaysia and South Korea, 2018 and 2019
                                                      • More advanced technology
                                                        • 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
                                                        • Figure 41: New electric toothbrush launches with on-the-go package, China, 2018
                                                      • Mouthwash
                                                        • Bio ingredients
                                                          • Figure 42: New mouthwash launches with bio ingredients, China, 2018
                                                        • Medical mouthwash
                                                          • Figure 43: New medical mouthwash launches, China, 2017 and 2018
                                                        • Ancillaries
                                                          • Convenience and instant effect
                                                            • Figure 44: New ancillaries launches with instant effect, Switzerland and US, 2018 and 2019
                                                          • Editable products
                                                            • Figure 45: New oral hygiene product launches with editable ingredients, UK, 2018
                                                        • The Consumer – What you need to know

                                                          • 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

                                                                      • Traditional oral hygiene products dominate the usage
                                                                        • Figure 46: Product usage, December 2018
                                                                      • Consumers aged 25-39 are the main users
                                                                        • Figure 47: Product usage – using now, by age, December 2018
                                                                      • Niche products gain larger population compared to 2017
                                                                        • Figure 48: Product usage - using now, 2017 vs 2018
                                                                      • Electric toothbrushes growing after a plateau in 2017…
                                                                        • Figure 49: Electric toothbrush usage, 2016–18
                                                                      • …led by consumers aged under 40
                                                                        • Figure 50: Electric toothbrush usage - using now, by gender and age, 2017 vs 2018
                                                                    • Reasons for Using Electric Toothbrush

                                                                      • Effective, life quality and multi-functions
                                                                        • Figure 51: Reasons for starting using electric toothbrush, December 2018
                                                                        • Figure 52: Saky G23 multi-modes electric toothbrush, China
                                                                      • Improve life quality is the most important reason for high earners
                                                                        • 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
                                                                        • Figure 55: Reasons for starting using electric toothbrush, by gender, December 2018
                                                                    • Oral Care Behaviours

                                                                      • More than half of consumers clean mouth after meals
                                                                        • 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
                                                                          • Figure 57: Oral care measures taken in the last six months, by gender, December 2018
                                                                        • Consumers in tier one cities still have higher awareness
                                                                          • 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
                                                                          • 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
                                                                          • Figure 60: Oral hygiene products usage - using now, by select demographics, December 2018
                                                                          • Figure 61: Roaman mini water flosser, China
                                                                      • Interested Product Features

                                                                        • Natural ingredients are most welcomed
                                                                          • Figure 62: Interested oral hygiene products, December 2018
                                                                          • Figure 63: NYSCPS San Diego Cubilose Brightening Toothpaste, China
                                                                        • Early 20s have higher demands for electric toothbrushes
                                                                          • Figure 64: Interested oral hygiene products, by select demographics, December 2018
                                                                      • Attitudes towards Oral Hygiene Products

                                                                        • Multi-functional products are perceived as better
                                                                          • Figure 65: Attitudes towards multi-function products, by monthly personal income, December 2018
                                                                          • Figure 66: Propolinse dental whitening mouthwash, China
                                                                        • Imported brands still appeal more to high earners and consumers in tier one cities…
                                                                          • 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
                                                                          • Figure 68: Purchase channel, by monthly personal income and city tier, December 2018
                                                                        • Most consumers are willing to take more time for oral care
                                                                          • Figure 69: Willingness to take time for oral care, by gender and monthly personal income, December 2018
                                                                        • Natural ingredients outweigh user experience
                                                                          • Figure 70: Preference for toothpaste with natural ingredients, by monthly personal income, December 2018
                                                                        • New functions are more attractive than non-standard flavours
                                                                          • Figure 71: Attitudes towards innovation, by gender and monthly personal income, December 2018
                                                                      • Perception of TCM Toothpaste

                                                                        • TCM toothpaste perceived to relieve dental issues
                                                                          • 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
                                                                          • 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
                                                                          • 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
                                                                          • Figure 75: Perception of traditional Chinese medicinal toothpaste – is more suitable for seniors than other toothpaste, by select demographics, December 2018
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are step ahead in using oral hygiene products
                                                                          • Figure 76: Product usage – using now, by consumer classification, December 2018
                                                                        • Improving life quality is as important as effectiveness
                                                                          • Figure 77: Reasons for starting using electric toothbrush, December 2018
                                                                        • Demand for outdoor occasions is the biggest difference between Mintropolitans and Non-Mintropolitans
                                                                          • Figure 78: Interested oral hygiene products, by consumer classification, December 2018
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 79: Total value sale of oral hygiene market, China, 2013-23
                                                                      • Appendix – Market Segmentation

                                                                          • Figure 80: Total value sale of oral hygiene market, by segment, China, 2013-23
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Oral Hygiene - China - March 2019

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