In 2021, oral care categories recovered from the polarised impact of COVID-19, showing two diametrically opposed trends. Consumable products and daily necessities, for example toothpaste, saw a slightly higher growth rate, along with the recovery of sales in mainstream offline channels such as supermarkets and hypermarkets.
Power toothbrushes is facing near-term headwinds after years of explosive growth. In 2020, power toothbrushes continued to grow, as consumers stuck at home had strong demand for home care appliances amidst COVID-19.
With enhanced awareness of the need for oral care, Chinese consumers are gradually adopting peripheral oral care products, such as mouthwashes/dental rinses and dental floss. This opens up opportunities to a number of start-ups eyeing the upgrading of consumption demand.
The emergence of local players in oral care has led to the enrichment of the choice of flavours. Toothpaste and mouthwashes are two representative categories that are seeing the increasing diversification and localisation of product flavours in oral care.
COVID-19 awakened consumer demand for antiseptic toothpaste and heated up the market of oral microecology. Many oral care brands are keen to tap into the expanding segment and capitalise on the concept of oral microecology.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.See All of Our Definitions
This report originates from Passport, our Oral Care research and analysis database.
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