Oral Care in Asia Pacific

January 2019

Oral care in Asia Pacific witnessed higher growth than all other regions in 2017, thanks to key countries such as China, India, Japan and South Korea. There was increasing demand for products tailored for sensitive teeth and gum health, as well as herbal/traditional products, leading to higher unit prices. Rapid urbanisation and the penetration of international brands in emerging markets also contributed to stimulating volume sales, as more consumers undertook regular oral hygiene.

USD 1,325
Request More Information

Key Findings

Oral care in Asia Pacific sees faster growth than other regions in 2017

In 2017, Asia Pacific saw the fastest growth in oral care, with a 4% value increase to reach USD14,300 million, also making it the largest region globally. Despite the low value sales per capita, Asia Pacific saw an increase in oral care in volume terms due to population growth, especially thanks to growth in the urban population.

Toothpaste remains the leading category in Asia Pacific

Toothpaste dominates oral care in Asia Pacific, accounting for 63% of overall value sales. China, India and emerging markets such as Thailand, Indonesia and Vietnam saw growth in toothpaste in 2017, resulting from innovative products and market expansion in terms of channel distribution and demographics.

Rising awareness of health has a positive impact on oral care

Amidst the healthy living trend and the positive economy, Asian consumers are more concerned about the prevention of oral health problems rather than treatment. Oral care benefited from rising awareness of brushing teeth more regularly and growing demand for specific oral care products for sensitive teeth or gum health.

Independent grocery retailers and hypermarkets/ supermarkets are the principal distribution channels

Oral care products in Asia Pacific are mainly distributed through independent grocers in emerging markets and modern channels such as hypermarkets and supermarkets in developed countries. Internet retailing and direct selling remain niche channels in many markets, except China, where online sales have seen sharp growth thanks to internet retailers such as Alibaba, JD.com, Suning.com

Colgate-Palmolive, Procter & Gamble and Unilever remain the leading players

2012-2017, key companies like Colgate-Palmolive, Procter & Gamble and Unilever led oral care in APAC, with a value share approaching 50% in 2017. However, due to aggressive cutting-edge innovation and digital strategies from smaller players, the top companies saw slower growth over review period. 


Key findings

Regional Overview

Asia Pacific reigns in a global context
Steady growth from 2015
Toothpaste remains the strongest category in the top three markets
Health and wellness leads to the growth of oral care in emerging markets
Consumers’ desire for healthy teeth is a growth driver
Strong concentration of growth in China, Japan and India
Premiumisation is seen in the main oral care categories
Low level of distribution channel diversity
Independent small grocers remains the leading distribution channel

Leading Companies and Brands

International players dominate oral care
Colgate-Palmolive leads oral care
The top three companies are well-represented across the region
Chinese brands are growing their shares against international brands

Forecast Projections

China will continue to lead absolute growth
Innovative health-aligned products will lead growth
Habit persistence and economic factors influence value growth
Adoption of an oral care routine is set to drive growth

Country Snapshots

China: market context
China: competitive and retail landscape
India: market context
India: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Azerbaijan : market context
Azerbaijan : competitive and retail landscape
Singapore: market context
Singapore: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
Kazakhstan : market context
Kazakhstan : competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page