In 2020, oral care in Hong Kong was less severely impacted than other categories in beauty and personal care that are considered less essential. The stronger performance of oral care during the COVID-19 crisis is due to the fact that this category is less reliant on tourist spending than other categories such as colour cosmetics and fragrances.
Tooth whitening continues to gain popularity in Hong Kong, with many brands benefiting from tooth whitening claims on their oral care products. This trend is most common in toothpastes but has also been extended to other oral care products over the review period.
In 2020, companies in oral care ramped up their online presence in order to reach a wider range of consumers whilst Hong Kong citizens remained in home seclusion for much of the year. Even before the outbreak of COVID-19, however, players were beginning to increase their digital engagement with customers in order to raise awareness of their continuously growing product ranges that are available through e-commerce platforms.
Despite recorded a slight decline in sales during the COVID-19 pandemic, oral care is expected to perform well over the forecast period, recording a sharp increase in growth in 2021 as the category recovers from the impact of the COVID-19 crisis. Subsequently, oral care is projected to record steady, moderate retail current value growth throughout the forecast period thanks to the rising premiumisation trend in oral care.
In recent years, products with whitening features and antibacterial claims have both gained popularity with Hong Kong consumers and this trend is projected to continue into the forecast period. In response to this growing consumer demand for added value whitening and antibacterial properties, companies are expected to focus their attention on these hygiene and whitening claims in the coming years.
Following the experience of COVID-19, digital marketing is expected to become increasingly important to players in oral care in Hong Kong. The COVID-19 pandemic accelerated the growth of e-commerce in Hong Kong as companies found new ways of connecting with consumers during the health crisis whilst store-based retailing was reduced.
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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.
This report originates from Passport, our Oral Care research and analysis database.
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