Strategy Briefing

Oral Care in Asia Pacific

Jan 2019

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About This Report

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

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.

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Overview

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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.

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Introduction

Scope

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

Overview

Competitors

Market Overlap

Treemap

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

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Megatrends

Strategy Briefing

Oral Care in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

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

Toothpaste remains the leading category in Asia Pacific

Rising awareness of health has a positive impact on oral care

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

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

Want to find out more about this report?

Table of Contents

Introduction

Scope

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

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model