Oral care is not reliant on tourist flows, therefore did not observe any impact from COVID-19 and enjoyed steady growth in both 2020 and 2021. However, increased attention to at-home oral care was observed, as prolonged mask-wearing led people to pay more attention to their breath, and they were more conscious about bad breath.
As oral care is now more of a wellness routine, increasing sophistication of demand has been observed for oral care products, especially in toothpaste. Consumers are looking for novelty in toothpaste and exploring different brands to search for the toothpaste best-suited to their routine.
Oral care is becoming more fragmented, as more players are willing to enter the category. In order to differentiate and capture attention from local consumers, key players are shifting to a family positioning, offering sets and gifts in the hope of appealing to local consumers and capturing local consumption from locals driven by value for money.
Oral care is becoming increasingly fragmented, which was already evident in 2021. With this in mind, players are expected to focus on strategies to enhance brand equity in order to sustain their positions and see growth.
Oral care has become a wellness routine, which implies consumers are expected to be increasingly sophisticated regarding how to care for their oral health, as well as demanding more features in the products they use. Electric toothbrushes are considered to clean teeth more thoroughly, improving oral hygiene and health better than manual toothbrushes.
Consumers in Hong Kong generally trust Japanese products in terms of their efficacy and quality, due to Japanese cultural influences. The perception that Japanese products are more suitable for Asians due to formulations targeted specifically to them makes Hong Kong consumers very receptive to Japanese products.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Hong Kong, 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 Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
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 DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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