China’s oral care market is still in its developmental stages. It has experienced large growth in 2019. As a result, revenues in the oral care market may reach more than US$8,196.8m starting 2020 onwards.
Following reasons contribute to it:
- Increasing population
- Rising income levels
- Increased consumer awareness.
- Consumers’ understanding of new oral hygiene routines
Statista estimates that the oral care market will grow by 7.6% from 2020 to 2023 (CAGR 2020-2023).
The impact of COVID-19 on the Chinese oral care market
Chinese consumers in 2019 requested electric toothbrushes and oral ingestion products. China’s oral care market has seen many international brands develop new marketing strategies. They do it to cut a space in the vast Chinese market.
The economic slowdown will not affect dental products like toothpaste. But electric toothbrushes might face a downturn. As a result, consumers are likely to limit expenses and settle for manual toothbrushes. This will happen until the financial crisis ends.
What are the top-selling and most sought-after oral care products in China?
The oral care products mostly used in China are:
- deodorants for breath
- dental floss
- care for prostheses
- mouthwashes and rinses
- toothbrushes and spare parts
- toothpaste
Anyhow, oral hygiene goes beyond teeth brushing. It also focuses on aesthetics and not just hygiene.
Competition between multinational and local brands: Who will win?
Oral hygiene is a significant market in China. With multinational companies like P&G, Colgate-Palmolive, and Hawley & Hazel dominating the market.
China has long been a significant market for Colgate and Crest’s multinational brands. Chinese consumers became more aware and knowledgeable about international products. They are aware of product innovations and the marketing efforts of local manufacturers. And this had lead to less share in consumer market.
These companies have increased their investments in specific products for the local market. They did this in response to the new trends of the oral hygiene market in China.
The gradual decline of manual toothbrushes is an extra challenge. This is because electric toothbrushes decrease their market share.
A growing interest in natural products for personal and oral care
China has grown as a consumer market for natural personal and oral care products in recent years.
The Chinese personal and oral natural care continues to remain a dynamic market. As a result, Chinese consumers are prioritizing authenticity and safety. This contributes to the growth of natural products in China.
Many international brands are aware with strict quality control regulations and understanding. This has made them popular in China.
The Chinese oral care market depends on toothpaste
In China, the toothpaste market segment holds a significant market share. This contributes to oral hygiene market revenues. But, many Chinese people suffer from oral problems. It causes a shift in toothpaste choice from economy to high and medium-level options.
There is no coincidence, for example. Oral B oral care products are one of the best-selling brands on the oral care market in China. Even though these products are very expensive. Would you say the products of this brand cost about eight times as much as those of its competitors?
Children’s oral care is booming in China
Chinese parents are more concerned about their children’s health. This is due to the large number of children, the standard of living, and the high educational level. They are willing to invest more to provide high-quality products for their children. Thus, the market for oral care is booming, as is the market for children’s products.
Children’s toothpaste products are growing , even though they have a small market share. For example, electronic toothbrushes for children have an annual growth of over 64%. Proving that the children’s oral hygiene market has grown in recent years.
Through their campaigns, brands are using cartoons to attract the attention of children.
Children’s toothbrushes and toothpaste are often purchased from multinational brands. High number of consumptions through online eCommerce platforms is rising. Parents can buy foreign products for their child .
With that said, Businesses must consider these channels as ideal places to advertise. They can also use these channels to launch certain products and brands.
Is there a way for brands in the oral care sector to increase sales in China?
Daily social media use is helping . A presence in Chinese online world is essential to selling products in market.
Social networks use in recommendations and information about oral-care products
Chinese people use social networks to:
- Find out what products and brands are available
- Ask for recommendations
- Figure out how to use them
- Discussing their opinions and experiences
SM Platforms like Zhihu, Weibo, Xiaohongshu, and Wechat, are becoming important.
It’s important for companies that strive to increase their brand awareness among consumers.
For example, by using WeChat, Colgate awares its customers on how to use its products.
Selling oral care products online and through cross-border e-commerce channels.
Consumers in China use e-commercial platforms to buy products. Especially oral care products since they are looking for foreign products.
Moreover, cross-border eCommerce platforms are the easiest way to sell oral care products. This helps sell products in China without a physical presence.
BOTTOM LINE
Chinese manufacturing market is bringing new trends in dental care. They are aware of latest dental products and are increasing local manufacturing. It will not only allow them to increase local sales, but also gain world recognition.