Consumers are actively seeking solutions for different oral issues. However, with habits becoming more rational again, brands need to offer more convincing products to gain attention.
Amy Jin, Senior Analyst, China Insights
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Executive summary
- Key issues covered in this Report
- The market
- Graph 1: total value sales in the oral care market, by market segment, 2019-23
- Graph 2: overall growth of the oral care market, by market segment, 2019-23
- Companies and brands
- Graph 3: popular claims for new toothpaste products, 2019-23
- Graph 4: popular claims for new mouthwash products, 2019-23
- The consumer
- Graph 5: oral care products used in the last six months, 2022 vs 2023
- Graph 6: preferred flavour type for oral care products, 2023
- Graph 7: oral care behaviours in the last six months, 2023
- Graph 8: toothpaste functions used in the last six months, 2023
- Graph 9: features to judge toothpaste efficacy, 2023
- Graph 10: attitudes towards select ingredients in oral care products, 2023
- Graph 11: attitudes towards ingredients in oral care products – “I would like to see it in oral care products”, 2021 vs 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- Market factors
- Graph 12: volume sales of toothpaste on Douyin, by price band, 2022 vs 2023
- Graph 13: volume sales of toothpaste on Tmall, by price band, 2022 vs 2023
- Graph 14: volume sales of mouthwash on Douyin, by price band, 2022 vs 2023
- Graph 15: volume sales of mouthwash on Tmall, by price band, 2022 vs 2023
- Market segmentation
- Graph 16: total value sales in the oral care market, by market segment, 2019-23
- Graph 17: overall growth rate of the oral care market, by market segment, 2019-23
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Companies and brands
- Market share
- Marketing activities
- New product trends
- Graph 18: product launches in the oral care market, by sub-category, 2023
- Graph 19: new product launches in the oral care market, by subcategory, 2019-23
- Graph 20: popular claims in new oral care products*, 2023
- Graph 21: popular claims for new toothpaste products, 2019-23
- Graph 22: popular claims for new mouthwash products, 2019-23
- Graph 23: flavour components in oral care products, 2019-23
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The consumer
- Oral health issues
- Graph 24: oral health issues in the last 12 months, 2021-23
- Graph 25: oral health issues in the last 12 months, by age, 2023
- Graph 26: oral health issues in the last 12 months, by consumer attitudes towards hyaluronic acid, 2023
- Graph 27: oral health issues in the last 12 months, by usage of orthodontic appliances, 2023
- Use of orthodontic appliances
- Graph 28: usage of orthodontic appliances, 2022 vs 2023
- Use of oral care products
- Graph 29: oral care products used in the last six months, 2022 vs 2023
- Graph 30: niche oral care products used by men in the last six months, by age, 2023
- Graph 31: niche oral care products used by women in the last six months, by age, 2023
- Graph 32: product usage – used in the last six months, by usage of orthodontic appliances, 2023
- Desirable flavours
- Graph 33: preferred flavour type for oral care products, 2023
- Graph 34: preferred flavour type – breath spray, by gender, 2023
- Graph 35: preferred flavour type – toothpaste, by gender, 2023
- Graph 36: preferred flavour type – toothpaste, by usage of orthodontic appliances, 2023 2023
- Graph 37: preferred flavour type – mouthwash, by usage of orthodontic appliances, 2023
- Oral care behaviours
- Graph 38: oral care behaviours in the last six months, 2023
- Graph 39: oral care behaviours in the last six months, 2022 vs 2023
- Graph 40: oral care behaviours in the last six months, by gender, 2023
- Graph 41: oral care behaviours in the last six months – men, by age, 2023
- Graph 42: oral care behaviours in the last six months – women, by age, 2023
- Graph 43: oral care behaviours in the last six months, by consumers’ attitudes towards hyaluronic acid, 2023
- Graph 44: oral care behaviours in the last six months, by usage of orthodontic appliances, 2023
- Toothpaste/mouthwash functions used
- Graph 45: toothpaste functions used in the last six months, 2023
- Graph 46: toothpaste functions used in the last six months, by monthly personal income, 2023
- Graph 47: toothpaste functions used in the last six months, by age, 2023
- Graph 48: toothpaste functions used, by consumer attitudes towards hyaluronic acid, 2023
- Graph 49: mouthwash functions used in the last six months, 2023
- Features for judging toothpaste efficacy
- Graph 50: features to judge toothpaste efficacy, 2023
- Graph 51: features to judge toothpaste efficacy, by toothpaste functions used, 2023
- Attitudes towards ingredients in oral care products
- Graph 52: attitudes towards select ingredients in oral care products, 2023
- Graph 53: attitudes towards ingredients in oral care products – “I would like to see it in oral care products”, 2021 vs 2023
- Graph 54: attitudes towards select ingredients in oral care products – “I would like to see it in oral care products”, by age, 2023
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Issues and insights
- Leverage beauty concepts to attract consumers who are more interested in oral care
- Encourage male consumers to actively participate in daily oral care
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Appendix – market size and forecast, research methodology and abbreviations
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