Oral care has been a relatively low priority for Chinese consumers. Now, that may be about to change. According to a 2017 Forbes survey, the average Chinese consumer spent only $2.70 on oral care – sharply less than other major markets. But, Forbes also found that oral care education in China has made major strides in the last decade. Today’s post-80s and post-90s generation Chinese consumers are much more conscious of oral care, opening a range of new market opportunities.
China’s oral care market is expected to growth to RMB 500 billion during the next 15 years. Mintel data found that China’s market for oral cleaning products grew at an annual rate of 8.5% between 2011 and 2016. Meanwhile, several trends have emerged in the market.
China’s oral care market has grown beyond familiar toothbrush and toothpaste categories. New categories have emerged to meet functional needs such as mouthwash, electric toothbrushes, dental floss, tooth powder, and oral care chewing gum. Oral care marketers also have introduced specialized products for children, pregnant women, and elderly segments.
Consumer demand for more technology features has led oral care marketers to add and highlight the technology within their products. For example, the toothbrush category has grown to include electric and smart toothbrushes. Smart toothbrushes add smart software to electric toothbrushes, enabling users to customize speed and function using a mobile app. Smart toothbrushes also allow users to track and monitor their brushing quality.
Oral care marketers also are turning to technology in their retail channels. China Beauty Expo 2018 included oral care product vending machines.
Products for High-end Markets
China’s high-end oral care market also is developing quickly, and Mintel data found that oral care products’ greatest growth came from the high end of the market. Nielsen data also shows that high-end and ultra high-end toothpaste products have already captured 37% of the China market with sales increasing by more than 40% each year. Data from Kantar Worldpanel and Bain reinforce these trends. Mouthwash, a premium oral care product, has grown by 48.6% annual during the past two years. Meanwhile, the annual growth rate for electric toothbrushes has reached 83.1%.
Local Brands are Catching Up
China oral care market is divided among three sets of competitors. Large international brands dominate the top end and largest share of the market. Leading local brands are in second place. Numerous regional brands target the local and OEM markets. Leading local brands are growing quickly and taking share from international brands. Kantar Worldpanel and Bain data found that toothpaste is one of the most notable categories where international brands have lost share to local competitors.
China Beauty Expo 2019 Will Draw Even Larger Crowds to W3 Pavilion
China Beauty Expo already attracts more than 3,800 cosmetic companies from around the world, and more than 90% of booth space for China Beauty Expo 2019 has already been sold. Oral care is emerging as a high-growth section of the show.
China Beauty Expo (CBE) expects to double the number of oral care companies that will attend China Beauty 2019. To accommodate this growth, CBE is opening Oral Care Hall, W3, within the high-end personal care category. Oral brands including Perfct, Maxam, Saky, Lion, Nano, Dr. Ray, Sanxiao, Jingang have already taken booths for China Beauty Expo 2019. They’ll be joined by cosmetic brands such as ChicMax, gNPearl, and Pien Tze Huang that have also launched oral care products.
China Beauty Expo 2019 will also host the oral care summit. The top list of the Meiyi Awards will also include winners in the oral care category.
Learn about the latest developments in China’s oral care market. Don’t miss China Beauty Expo 2019, 20-22 May 2019 in Shanghai.