Oral Care in China

PROSPECTS

China’s oral care market at the beginning of an upward climb

The expansion of the Chinese oral care market is being driven by rising consumer awareness of oral care, underpinned by the broader increase in consumer health-consciousness, and the active digital marketing of oral care brands. Young people are more concerned about their breath and the health and appearance of their teeth than their older counterparts.

Growing interest in probiotic products

Probiotic ingredients have been popular in the global beauty and personal care industry for a few years, especially in the skin care, and bath and shower categories. The latest frontier is probiotic toothpaste.

Strong performance for power toothbrushes

Brushing teeth is the foundation of good oral care. Power toothbrushes registered the fastest growth in China in 2018, particularly electric toothbrushes.

COMPETITIVE LANDSCAPE

Procter & Gamble China retains lead despite falling share

Procter & Gamble (Guangzhou) retained the lead in the Chinese oral care market in 2018, though it saw continued erosion of its value share, which fell year-on-year throughout the review period.

Increasingly fragmented competitive landscape

The Chinese oral care market is becoming increasingly fragmented, as smaller local brands gain share from the major players. Yunnan Baiyao, with its eponymous brand, Guangzhou Weimeizi Personal Care Co Ltd, with Saky and Sakykids, are amongst the larger local players in the market.

Xiaomi Technology expands strongly in electric toothbrushes

Xiaomi Technology was the fastest-growing player in oral care in 2018 thanks to its dynamic expansion in electric toothbrushes. The Chinese company’s Dr Bei Sonic Electric Toothbrush, which was introduced in 2018, uses two steps to clean teeth – general scrubbing and a second step to ensure the removal of plaque.

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