2022
0
China Oral Care Market Report 2022
2022-03-29T11:25:12+01:00
OX1100969
3695
149949
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Report
en_GB
“With increasing knowledge and awareness of oral health, consumers will have more self-treatment occasions when encountering diversified dental problems. In the meantime, consumers have established a habit of using various…

China Oral Care Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“With increasing knowledge and awareness of oral health, consumers will have more self-treatment occasions when encountering diversified dental problems. In the meantime, consumers have established a habit of using various products for specific oral issues, which will further enhance market segmentation and bring opportunities to niche prototypes such as breath spray and interdental brushes. Oral care brands can tap into these opportunities and develop specialised products to satisfy unmet consumer needs and cover more usage occasions such as post-treatment care and recovery.”

– Jane Chai, Research Analyst

Key issues covered in this Report

  • Consumers’ oral health issues and usage of oral care products in the last three years
  • Preferred ways for consumers to tackle oral health issues
  • Most important factors for purchasing breath spray
  • Consumer expectations for intelligent electric toothbrush
  • Consumer attitudes towards oral care

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • Stable growth driven by sophistication
                • Figure 1: Best- and worst-case forecast of value sales of oral care products, China, 2016-26
              • Companies and brands
                • Top players defended their position in different ways
                  • Figure 2: Leading manufacturers’ share in value sales of oral care products, China, 2020 and 2021
                • The consumer
                  • Consumers are increasingly aware of oral health issues
                    • Figure 3: Oral health issues experienced in the last 12 months, 2019-21
                  • Auxiliary oral care products gain more popularity
                    • Figure 4: Usage of oral care products – ‘using now’, 2019-21
                  • Health-related attributes add value to breath spray
                    • Figure 5: Purchase factors for breath spray, 2021
                  • Toothpaste and toothbrush are the first priority to tackle oral health issues
                    • Figure 6: Preferred method to tackle oral health issues, 2021
                  • Personalised solutions are the most important factor for intelligent electric toothbrushes
                    • Figure 7: Expectation for intelligent electric toothbrushes, 2021
                  • Consumers are interested in oral care products with innovative benefits
                    • Figure 8: Attitudes towards oral care, 2021
                  • What we think
                  • Issues and Insights

                    • Specialised oral care products for specific oral health issues
                      • Figure 9: Examples of new oral care launches targeting specific oral health issues, Ireland and Australia, 2021
                      • Figure 10: Examples of new oral care launches targeting specific usage occasions, France, 2021-22
                    • Understanding consumer needs to drive further developments of breath spray
                      • Figure 11: Examples of new breath spray with health-related attributes, China and Thailand, 2022
                  • Market Size and Forecast

                    • Robust growth supported by sophisticated consumer needs
                      • Figure 12: Value sales and yoy growth of oral care products, China, 2017-21
                      • Figure 13: Best- and worst-case forecast of value sales of oral care products, China, 2016-26
                  • Market Segmentation

                    • Small segments lead the growth
                      • Figure 14: Segment value share of oral care products, China, 2017-21
                  • Market Factors

                    • Tighter regulations standardise the industry
                      • Rising awareness of oral hygiene
                        • Strong demands for specialised oral care products
                          • Oral SPA drives premiumisation
                          • Market Share

                            • Top players take different routes
                              • Figure 15: Leading manufacturers’ share in value sales of oral care products, China, 2020 and 2021
                              • Figure 16: Example of Yunnan Baiyao’s promotion of oral care gargle, China, 2021
                            • Saky enjoys steady growth and seeks a listing
                              • New players gain shares actively
                                • Figure 17: Examples of Canban’s new oral care launches, China, 2021
                                • Figure 18: BOP’s new breath spray, China, 2021
                            • Marketing Activities

                              • Dig the potential of men
                                • Figure 19: Saky’s Father’s Day gift box collaborating with SEPTWOLVES, China, 2021
                                • Figure 20: Oral-B’s cross-category livestreaming with Braun, China, 2021
                              • Behave as an oral care expert
                                • Figure 21: Yunnan Baiyao’s research reports on oral care, China, 2021
                              • Leverage beauty concepts
                                • Figure 22: Examples of Saky’s new oral care launches, China, 2021
                              • Link oral care to lifestyle
                                • Figure 23: Colgate’s new Miracle Repair series collaborating with Beast, China, 2021
                                • Figure 24: BOP and Cature’s co-branded gift box, China, 2021
                            • New Product Trends

                              • Mouthwash remains the focus of new product launches in China in 2021
                                • Figure 25: New oral care launches, by segment, China, 2019-21
                              • Probiotic claim rises sharply in mouthwash
                                • Figure 26: Top 10 claims of new mouthwash launches, China, 2019-21
                                • Figure 27: Examples of new mouthwash launches having probiotic claims, China, 2021
                              • Probiotic toothpaste also gains momentum
                                • Figure 28: Examples of new toothpaste launches with probiotic claims, China, 2021
                                • Figure 29: Top 10 claims of new toothpaste launches, China, 2019-21
                              • Toothpastes for children and babies are on the rise
                                • Figure 30: Examples of new toothpaste launches, China, 2021
                              • Specialised oral care to target specific dental problems or consumer groups
                                • Figure 31: Examples of specialised new oral care launches, India and Japan, 2021
                              • Environmentally friendly toothbrushes emerge in China
                                • Figure 32: Top 10 claims of new toothbrush launches, China, 2019-21
                                • Figure 33: Examples of new toothbrush launches with eco-friendly claims, 2021, China
                                • Figure 34: Examples of eco innovations worldwide, France and Germany, 2020-21
                              • Toothbrushes also focus on children
                                • Figure 35: Examples of new children’s toothbrushes, China, 2021
                              • Oral care products are tapping into self-care trend
                                • Figure 36: Examples of new oral care launches tapping into self-care trend, Norway and South Korea, 2020-21
                            • Oral Health Issues

                              • Continuously increasing attention on oral health issues
                                • Figure 37: Repertoire of oral health issues experienced in the last 12 months, 2019-21
                              • Awareness taps into niche oral issues
                                • Figure 38: Oral health issues experienced in the last 12 months, 2019-21
                              • Male consumers have reported more oral health issues
                                • Figure 39: Oral health issues experienced in the last 12 months, male, 18-24 year olds, 2020 vs 2021
                                • Figure 40: Oral health issues experienced in the last 12 months, male, 40-49 year olds, 2020 vs 2021
                              • 50-59s claim higher incidence of gingival recession/slit widening and dental calculus than young people
                                • Figure 41: Oral health issues experienced in the last 12 months, by age, 2021
                            • Product Usage

                              • Consumers have enriched their oral care toolkits
                                • Figure 42: Usage of oral care products, 2021
                                • Figure 43: Repertoire of oral care products – ‘using now’, 2019-21
                              • Breath spray and interdental brush continue to gain popularity
                                • Figure 44: Usage of oral care products – ‘using now’, 2019-21
                              • 18-24s have actively explored more oral care products
                                • Figure 45: Usage of oral care products – ‘using now’, 18-24 year olds, 2020 vs 2021
                              • 50-59s focus on toothpaste and manual toothbrush
                                • Figure 46: Usage of oral care products – ‘using now’, by age, 2021
                            • Purchase Factors for Breath Spray

                              • Healthy ingredients are the second purchase factor to long-lasting refreshing breath
                                • Figure 47: Purchase factors for breath spray, 2021
                              • Mild flavour matter to young men and mature women
                                • Figure 48: Purchase factors for breath spray – ‘mild/non-irritating flavour’, by gender and age, 2021
                              • Lower tier cities consumers care more about mild flavour and additional benefits than high tier urbanites
                                • Figure 49: Purchase factors for breath spray, by city tier, 2021
                            • Preferred Method to Tackle Oral Health Issues

                              • Mouth ulcers and cavities are puzzles to oral care products
                                • Figure 50: Preferred method to tackle oral health issues, 2021
                                • Figure 51: Preferred method to tackle oral health issues – ‘Go to the dentist’ and ‘Taking medicine by myself’, 2021
                              • Toothpaste and toothbrush have competitive advantage in teeth whitening and sensitivity
                                • Figure 52: Preferred method to tackle oral health issues – ‘Using toothpaste and toothbrush with specific benefits’ and ‘Using auxiliary oral care products’, 2021
                              • Auxiliary oral care products are also compelling in treating bad breath
                                • Figure 53: Examples of auxiliary oral care products targeting bleeding gums and sensitive teeth/gums, China and Austria, 2021
                            • Expectation for Intelligent Electric Toothbrushes

                              • Personalised solutions are the most attractive functions
                                • Figure 54: Expectation for intelligent electric toothbrushes, 2021
                              • Affluent consumers value oral health data
                                • Figure 55: Expectation for intelligent electric toothbrushes, by monthly personal income, 2021
                              • Electric toothbrush users pay particular attention to personalised solutions and daily recording
                                • Figure 56: Expectation for intelligent electric toothbrushes, by usage of electric toothbrush, 2021
                              • Daily recording and brushing guidance help add interest
                                • Figure 57: TURF analysis of expectation for intelligent electric toothbrushes, 2021
                            • Attitudes towards Oral Care

                              • Oral care has become an important part of holistic wellbeing
                                • Figure 58: Attitudes towards oral care, 2021
                                • Figure 59: Examples of an oral care brand’s communication concerning overall health, China, 2021
                              • Consumers are interested in oral care knowledge
                                • Consumers expect innovative benefits from oral care products
                                  • Electric toothbrush users also recognise the efficacy of other oral care devices
                                    • Figure 60: Selected attitudes towards oral care – any agree, by usage of electric toothbrush, 2021
                                • Beauty Personas

                                  • Who are they?
                                    • Holistic Wellbeing Followers and Functionalists have the most completed product repertoire
                                      • Figure 61: Repertoire of oral care products – ‘using now’, by beauty persona, 2021
                                      • Figure 62: Usage of oral care products – ‘using now’, by beauty persona, 2021
                                    • Functionalists believe in oral care devices; Holistic Wellbeing Followers need more theoretical support
                                      • Figure 63: Attitudes towards oral care – any agree, by beauty persona, 2021
                                  • Appendix – Market Size and Forecast

                                      • Figure 64: Value sales of oral care products, China, 2016-26
                                  • Appendix –Methodology and Abbreviations

                                    • Consumer research methodology
                                      • Abbreviations

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