Competitive Landscape
Yunnan Baiyao Leverages Functional Focus to Defend Leadership
Oral care in China remains relatively fragmented, with leading companies holding significant shares but facing gradual dilution from emerging competitors. In 2025, Yunnan Baiyao Group maintained the largest retail value share, at 13%, followed by Procter & Gamble (Guangzhou) at 9%, and Hawley & Hazel Chemical (Zhongshou), also at 9%.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care industry in 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 China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Oral Care in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in China - Category analysis
Key Data Insights
Darlie and Other Leading Brands Reshape Whitening through Biomimetic Innovation
Darlie and Other Leading Brands Reshape Whitening through Biomimetic Innovation
Usmile and Lebooo Drive the Adoption of Connected Devices and Data-Driven Routines
Regulatory Scrutiny Compels Digital-Native Brands to Prioritise Trust and Science
Premium-Focused Innovations to Shift Toothpaste to a Value Driver
Smart Devices and Holistic Care Expected to Drive Growth
Regulatory Scrutiny Will Compel Functional Upgrades and Evidence-Based Claims
Yunnan Baiyao Leverages Functional Focus to Defend Leadership
Retail E-Commerce Maintains Its Lead as Instant Retail Expands
Beauty and Personal Care in China - Industry Overview
A Return to Growth, with Both Premium and Mass Sales Rising
Key Data Insights
A Return to Growth, with Both Premium and Mass Sales Rising
Fan Beauty Diary’S Mask-First Strategy Unlocks Mass Appeal
Mao Geping’S Accessible Fragrances Bridge Inclusivity and Luxury
Lifestyle-Driven Beauty and Consumer Rituals Reshape the Chinese Market
Domestic Brands to Invest in Research and Development to Secure Long-Term Advantage
Gen Z Expected to Drive Emotional Engagement as Loyalty Shifts to Lifestyle Affinity
Local Brands Anticipated to Expand into Southeast Asia to Counter Domestic Saturation
L'oréal Leverages Innovation and Portfolio Breadth to Consolidate Its Lead
Douyin Accelerates Livestream Shopping as Social Commerce Eclipses Legacy Formats and Offline Sales
Harmay and Hotmaxx Drive Offline Innovation as Brand Livestreams Disrupt Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Oral Care research and analysis database.
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