Oral Care in China

PROSPECTS

Rising demand for specific oral care effects propels the growth of functional and value-added products

Oral care’s value growth in China in 2017 was underpinned by steady demand, alongside improving living standards and growing consciousness of oral care among local consumers. In addition, the Healthy China Strategy, advocated by the central government, has laid a solid foundation for the healthy development of oral care in China, with continuous consumer education and marketing carried out across the country.

Child-specific oral care is embraced by local parents

Benefited by the two-child policy executed since 2016, child-specific oral care is on the rise in terms of demand, also taking into consideration the fact that children are vulnerable to oral problems such as tooth decay. With the growing middle-class population in China, oral problems among children are receiving mounting attention from parents, leading to strong sales growth of child-specific oral care.

Convenience and demand for deep cleaning fuel power toothbrushes

Power toothbrushes experienced robust value sales growth in 2017, driven by the convenience trend and local consumers’ rising demand for deep cleaning. With the quickened life pace and rising oral care consciousness, power toothbrushes is seeing rising demand amid upgraded consumption, also supported by climbing disposable income.

COMPETITIVE LANDSCAPE

Multinationals dominate oral care while domestic players catch up

Multinationals still dominate oral care in China. The top three players, Procter & Gamble (Guangzhou) Ltd, Colgate (Guangzhou) Co Ltd and Hawley & Hazel Chemical (Zhongshou) Co Ltd, saw a slight drop in their combined value share in 2017, while Yunnan Baiyao Group Co Ltd and Guangzhou Weimeizi Personal Care Co Ltd, the fourth- and fifth-placed players, gained joint value share.

Guangzhou Weimeizi records robust growth

Guangzhou Weimeizi Personal Care Co Ltd enjoyed robust value sales growth in 2017. Its signature brands, Saky and Sakykids, experienced explosive growth in brand awareness and sales in 2017, due to aggressive marketing and frequent new launches.

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