China Oral Care Market Report 2023
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“Rising awareness of oral health propelled market growth despite the pandemic, and will continue to drive it in the future. Brands and manufacturers can expand the usage of currently niche…

China Oral Care Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“Rising awareness of oral health propelled market growth despite the pandemic, and will continue to drive it in the future. Brands and manufacturers can expand the usage of currently niche products through novel flavours to increase revenue. Moreover, developing professional products can win the affinity of more knowledgeable consumers, such as building in medical background, targeting specific problems (eg yellowing teeth) or groups (eg orthodontic appliance users).”
Tina He, Research Analyst

This Report looks at the following areas:

  • Market overview and segment performance of China’s oral care market
  • Competitive landscape of China’s oral care market and analysis of market winners/disruptors
  • Opportunities of targeting orthodontic appliances users
  • Changes in oral health issues and product usage
  • Consumer attitudes and preferences for oral care product flavours

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
          • Subgroup definitions (by monthly household income):
          • Executive Summary

              • Issues and Insights
                • Orthodontic appliance users are expected to grow and impact the market
                  • Figure 1: Example of an oral care brand targeting orthodontic appliance users, China
                • ‘Yellowing teeth’ calls for more specific solutions than general whitening
                  • Figure 2: Examples of whitening products targeting yellow teeth, China, 2022 and 2023
                  • Figure 3: Example of oral care brand educating consumers on yellowing teeth, China, 2022
                • Gourmet flavours in prospect
                  • Figure 4: Examples of toothpaste with gourmet flavours and emotional values, China, 2023 and 2022
                  • Figure 5: Example of an breath spray with gourmet flavours, China, 2022
                • Market Summary
                  • The market continued to grow, though impacted by pandemic outbreaks
                    • Rising awareness of oral health prepares consumers for professional products
                      • Potential increase in orthodontic appliance wearers drives market growth
                        • What we think
                        • Market Size and Forecast

                          • Strong growth continued though slightly impacted by the pandemic
                            • Figure 6: Best- and worst-case forecast of retail value of oral care market, China, 2017-27
                        • Market Factors

                          • Pandemic outbreaks in 2022 injured overall spending confidence
                            • But still, oral care awareness continued to rise
                              • Government buying potentially lowers the costs of orthodontic treatments
                              • Market Segmentation

                                • Toothpaste and toothbrushes were faced with stagnancy
                                  • Figure 7: Value sales and growth rate of total oral care market, by segment, China, 2018-22
                                • Ancillaries and mouthwashes grew at high speeds
                                • Market Share

                                  • Comprehensive products lines helped brands compete in this market
                                    • Figure 8: Leading manufacturers’ share in value sales of oral care market, China, 2021-22
                                  • Possible breakthroughs by starting from niche product types
                                    • New players from adjacent categories enhanced the competition
                                    • Marketing Activities

                                      • Empower consumers with product co-creation
                                        • Figure 9: Example of consumer co-creation of oral care product flavours, China, 2022
                                      • Protect the oral health of foodies
                                        • Figure 10: Examples of oral care brands protecting the oral health of foodies, China, 2022
                                      • Link CSR to product innovations
                                        • Figure 11: Example of linking CSR to oral care product innovation, China, 2022
                                    • New Product Trends

                                      • Compared to mature markets, mouthwash and dental ancillary launches are more active in China’s market
                                        • Figure 12: New product launches in oral care market, by subcategory, China, Japan, South Korea, USA and UK, 2022
                                      • Dental ancillaries gained strong growth, also covering children
                                        • Figure 13: New product launches in oral care market, by subcategory, China, 2018-22
                                        • Figure 14: Example of a dental ancillary product targeting children, China, 2022
                                      • ‘Probiotic’ claim became even more popular, especially in dental ancillaries
                                        • Figure 15: Top claims of new oral care launches, China, 2018-22
                                        • Figure 16: Examples of dental ancillary products with probiotic claims, China, 2022
                                      • ‘Breath-freshening’ and ‘whitening’ remained strong claims of toothpaste
                                        • Figure 17: Top claims of new toothpaste launches, China, 2018-22
                                        • Figure 18: Example of a whitening toothpaste with new technologies, China, 2022
                                        • Figure 19: Example of toothpaste claiming both whitening and suitable for sensitive teeth/gums, China, 2022
                                      • Free-from claims came to the centre of mouthwashes
                                        • Figure 20: Top claims of new mouthwash launches, China, 2018-22
                                      • Oral spray targeted more specific user groups and occasions
                                        • Figure 21: Examples of oral spray targeting specific demographics, China, 2022
                                      • Flora, beverage and dairy flavours on the rise
                                        • Figure 22: Top fragrance component groups of new oral care launches, China, 2018-22
                                        • Figure 23: Examples of oral care products with flora and beverage flavours, China, 2022
                                      • Solid toothpaste features convenience and thorough cleaning effects
                                        • Figure 24: Example of a solid toothpaste product, China, 2022
                                    • Usage of Orthodontic Appliances

                                      • One in five respondents plans to wear orthodontic appliances
                                        • Figure 25: Usage of orthodontic appliances, 2022
                                      • Current and previous wearers are prone to females, young people, high earners, tier 1 city consumers
                                        • Figure 26: Usage of orthodontic appliances – ‘I am currently wearing’, ’I have worn, and planning to wear it again’ and ‘I have worn, and not planning to wear it again’, by selected demographics, 2022
                                      • Potential new wearers have a similar profile, but expect more low earners
                                        • Figure 27: Usage of orthodontic appliances – “I have not worn it, but planning to try”, by selected demographics, 2022
                                    • Oral Health Issues

                                      • ‘Bleeding gums’ eases, while ‘yellowing teeth’ needs further improvement
                                        • Figure 28: Oral health issues, 2022
                                      • ‘Yellowing teeth’ is more of an issue than ‘teeth not bright/white enough’
                                        • Figure 29: Teeth appearance concerns, 2022
                                      • Young females are concerned with oral appearances and periodontal problems
                                        • High earners have stronger awareness and higher standards
                                          • Figure 30: Oral health issues – have experienced, by monthly household income, 2022
                                        • Protruding oral health issues of current and previous orthodontic appliance wearers
                                          • Figure 31: Oral health issues – have experienced, by orthodontic appliances usage, 2022
                                          • Figure 32: Example of an oral care product targeting orthodontic appliance users, China
                                      • Product Usage Change

                                        • Basic cleaning becomes more frequent
                                          • Figure 33: Product usage change, 2022
                                        • Popularity of mouthwash and breath spray, especially among females
                                          • Niche products are embraced by high earners
                                            • More heavy users in current and previous orthodontic appliances wearers
                                              • Figure 34: Product usage change – have used in the last 6 months, by usage of orthodontic appliances, 2022
                                              • Figure 35: Gaps between previous/current orthodontic appliances users and non-users (as benchmark) in product usage – have used it in the last 6 months, 2022
                                          • Oral Care Behaviours

                                            • Oral care routines become more frequent and refined
                                              • Figure 36: Oral care behaviours, 2022
                                            • Well-known brands are attractive, while those with medical background have potential
                                              • ‘Anti-bacterial’ and ‘for sensitive teeth/gum’ more appreciated by females and high earners
                                              • Attitudes towards Oral Care

                                                • Emotional values attached to oral care
                                                  • Figure 37: Attitudes towards oral care, 2022
                                                • Confident in the whitening products, but concerned about sensitivity
                                                • Preferred Flavours of Oral Care Products

                                                  • Herbal, fruity and floral are popular flavours for all product types
                                                    • Figure 38: Preferred flavours of oral care products, 2022
                                                  • Gourmet is not to be neglected, especially for those seeking novelty
                                                    • Consumers aged 25-39 have specific tastes for oral care flavours
                                                    • Beauty Personas

                                                      • Who are they?
                                                        • Beauty Mavens pursue trendy and niche products, and Functionalists upgrade cleaning products
                                                          • Figure 39: Product usage change – ‘more often’, by beauty persona, 2022
                                                        • For whitening, Beauty Mavens prefer products; Enthusiastic Experimenters are concerned about sensitivity issues
                                                          • Figure 40: Attitudes towards oral care – selected items, by beauty persona, 2022
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 41: Total value sales and forecast of oral care market, China, 2017-27
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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