PROSPECTS AND OPPORTUNITIES
Consistent slow growth for oral care as demand expands beyond toothpaste and manual toothbrushes
Oral care in China is set to see slow and stable growth rates in retail value terms at constant 2024 prices in the forecast period, with increases across most categories. Sales in the category are expected to continue to be dominated by toothpaste, which is anticipated to see little price movement in the forecast period.
Toothpaste in China shifts toward specialisation and professional care
In 2024, toothpaste in China continued to evolve towards greater specialisation, and refinement in terms of functional segmentation. This is demonstrated by the fact that the share of traditional/standard/basic toothpaste followed the trend of previous years, showing a continued decline.
uSmile launches U7 Pro – a smart toothbrush offering precision and personalisation
In early 2025, uSmile from Guangzhou Hao Xing Wan Technology launched the U7 Pro, a smart electric toothbrush designed for precision and personalisation. Equipped with a high-definition display, the U7 Pro provides real-time visual feedback, highlighting areas where brushing pressure is insufficient, or spots have been missed, helping users identify blind spots in their oral care routine.
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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 FINDINGS
Toothpaste sees premiumisation, which drives value growth
Smaller brands in toothpaste perform well, and uSmile outperforms in power toothbrushes
Dynamic growth for warehouse clubs, as Sam’s Club expands in China
Consistent slow growth for oral care as demand expands beyond toothpaste and manual toothbrushes
Toothpaste in China shifts toward specialisation and professional care
uSmile launches U7 Pro – a smart toothbrush offering precision and personalisation
Beauty and Personal Care in China - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
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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