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市場調查報告書

中國口腔衛生用品市場

Oral Hygiene - China - May 2014

出版商 Mintel China 商品編碼 259130
出版日期 內容資訊 英文 211 Pages
商品交期: 最快1-2個工作天內
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中國口腔衛生用品市場 Oral Hygiene - China - May 2014
出版日期: 2014年05月01日 內容資訊: 英文 211 Pages
簡介

口腔衛生用品市場近幾年有大幅成長、重視口腔健康與美容、電子牙刷、牙線產品的使用頻率增加、與人口相比的牙醫不足等問題促進了零售成長。

本報告針對中國口腔衛生用品市場進行調查分析、提供市場概要、主要企業與品牌、消費者動向、今後動向等考察。

第1章 介紹

  • 定義
  • 報告構成
  • 調查方法
  • 簡稱

第2章 摘要

第3章 課題與考察

  • 漱口水產品為何對於建構長期消費者關係那麼重要
  • 現況
  • 預測
  • 為了賣出更高價產品的產品關鍵特色
  • 現況
  • 預測
  • 動之以情的產品革新可以維持哪些消費者興趣
  • 現況
  • 預測
  • 醫療用口腔衛生用品為何有潛在機會
  • 現況
  • 預測

第4章 動向

  • 品牌如何吸引多樣化的消費者需求
  • 在飽和市場下如何靠著廣告效果吸引消費者注意力

第5章 市場規模與預測

  • 主要重點
  • 口腔衛生用品市場穩定成長
  • 單人支出還有擴大的空間
  • 預計今後5年有大幅成長
  • 成長促進因素與阻礙因素
  • 對口腔衛生與口腔美容的重視
  • 與人口相比牙醫的不足促進了今後零售業的成長
  • 線上購買管道沒有地區性的限制讓國際產品也成為選擇之一
  • 氣候、飲食、宏觀環境的地域性差異產生了多樣化需求
  • 惰性阻礙了先進的口腔衛生用品使用

第6章 市場分類

  • 主要重點
  • 牙膏
  • 牙刷
  • 牙科附屬品
  • 漱口水

第7章 市場佔有率

  • 主要重點
  • 品牌佔有率

第8章 誰是革新者?

  • 主要重點
  • 發售新產品
  • 為了美容讓美白產品成長
  • 專家讓口腔衛生技術的認知度提高
  • 白天與晚上用的牙膏促進刷牙次數
  • 碳牙刷的效果
  • 超柔軟牙刷
  • 行銷溝通
  • 線上品牌/與消費者的溝通增加
  • 線上社群媒體與休假及特別活動消費者
  • 免費贈品廣告
  • 新的販售管道與促銷策略
  • 線上零售業者多量套組販售
  • 整合採買套組的交叉部門相乘效果

第9章 企業與品牌

  • 主要牙膏品牌產品機能概要
  • Procter & Gamble (Guangzhou) Co., Ltd.
  • Colgate-Palmolive Co.
  • Hawley & Hazel (BVI) Co., Ltd.
  • Yunnan Baiyao Group Co., Ltd.
  • Unilever Group
  • Johnson & Johnson

第10章 消費者分類

  • 主要重點
  • 消費者分類
  • 想嘗試各種商品的消費者(38%)
  • 不關心的消費者(33%)
  • 在意健康與美容的消費者(29%)

第11章 消費者:各種口腔衛生用品使用頻率

第12章 消費者:過去6個月使用的品牌

第13章 消費者:使用品牌的領域分析

第14章 消費者:口腔衛生用品需求機能

第15章 消費者:口腔衛生用品品牌、產品、成分、價格思考方式

第16章 消費者:對各種類的口腔衛生用品注意度

第17章 消費者:對口腔衛生的一般思考

附錄

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目錄

“The oral hygiene market has grown over the past few years. Increased emphasis on oral health and beauty, higher usage frequency, electronic toothbrush and dental floss products, and a low dentist to population ratio have pushed retail growth. In addition, the expansion of trade channels has helped brands to achieve greater geographic coverage to meet sophisticated consumer needs.” - Jade Liu, Senior Research Analyst.

This report looks at the following areas:

  • Why are mouthwash products important for brands to cultivate long-term consumer relationship?
  • What are the key product aspects for brands to capitalise on to encourage trading up?
  • How do emotional-driven product innovations help to sustain consumer interests?
  • Why is medicated oral hygiene product a latent opportunity for brands?

Product innovations focusing on beauty claims, professional solutions, day and night occasions, natural or medicated ingredients, and specialised or multifunctional benefits are key aspects to expand usage frequency and encourage trading up, while emotional-driven product innovations help to sustain consumer interests with more personalised features attached. Leveraging social media for marketing and advertising campaigns and devising online promotion strategies will help companies to engage digital-savvy consumers with a competitive edge.

Table of Contents

1. Introduction

  • Definition
  • Report structure
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Total value sales of oral hygiene market, China, 2008-18
    • Figure 2: Breakdown of oral hygiene market, by value, 2013
  • Companies and brands
  • Market share
    • Figure 3: Leading companies' market share in China's oral hygiene market, by value, 2011-13
  • Who's innovating?
  • The consumer
  • Consumer segmentation
    • Figure 4: Percentage distribution of each consumer segment, February 2014
  • Usage frequency of different oral hygiene products
    • Figure 5: Frequency of using oral hygiene products, February 2014
  • Brands used in the past six months
    • Figure 6: Brands used in the past six months, February 2014
  • Desired functions in oral hygiene products
    • Figure 7: Desired functions in oral hygiene products, February 2014
  • Attitudes towards oral hygiene brands, products, ingredients and price
    • Figure 8: Attitudes towards oral hygiene brands, products, ingredients and price, February 2014
  • Interests in different types of oral hygiene products
    • Figure 9: Interests in different types of oral hygiene products, February 2014
  • General attitudes towards oral heath
    • Figure 10: General attitudes towards oral health, February 2014
  • Key trends
  • Why are mouthwash products important for brands to cultivate long-term consumer relationship?
  • What are the key product aspects for brands to capitalise on to encourage trading up?
  • How do emotional-driven product innovations help to sustain consumer interests?
  • Why is medicated oral hygiene product a latent opportunity for brands?
  • What we think

3. Issues and Insights

  • Why are mouthwash products important for brands to cultivate long-term consumer relationship?
  • The facts
  • The implications
  • What are the key product aspects for brands to capitalise on to encourage trading up?
  • The facts
  • The implications
    • Figure 11: Top six claims in oral hygiene products, China, 2010-14
    • Figure 12: Crest's jasmine tea flavour toothpaste and Xin Wen's bamboo charcoal salt black toothpaste, 2014
  • How do emotional-driven product innovations help to sustain consumer interests?
  • The facts
  • The implications
    • Figure 13: Crest's launch of Crest Be toothpaste in the US, 2014
  • Why is medicated oral hygiene product a latent opportunity for brands?
  • The facts
  • The implications

4. Trend Application

  • How can brands engage consumers with diversified needs?
  • How can brands capture consumers' exclusive attention in a crowded market by effective advertising?

5. Market Size and Forecast

  • Key points
  • The oral hygiene market experienced steady growth
    • Figure 14: Total value sales of oral hygiene products, China, 2008-13
  • There is room to further expand per capita spending
    • Figure 15: Top six oral hygiene products consumption nations and their annual per capita spending, by country, 2012
  • Robust growth outlook over the next five years
    • Figure 16: Total value sales of oral hygiene market, China, 2008-18
  • Growth drivers and challenges
  • Increasing emphasis on oral health and oral beauty
  • Low dentist to population ratio will continue to support the boom in the retail business
  • Online channels liberate geographic constraint and offer international product choices
  • Regional difference in climates, diets and macro environment create diversified needs
  • Short-term inertia preventing the trial of more sophisticated oral hygiene products

6. Market Segmentation

  • Key points
  • Toothpaste
    • Figure 17: Market value and growth of toothpaste, China, 2012 and 2013
    • Figure 18: Total value sales of toothpaste products, China, 2008-18
  • Toothbrushes
    • Figure 19: Market value and growth of toothbrushes, China, 2012 and 2013
    • Figure 20: Share of total number of new products in oral hygiene market, by segment, China, 2013
    • Figure 21: Total value sales of toothbrush products, China, 2008-18
  • Dental ancillaries
    • Figure 22: Market value and growth of dental ancillaries, China, 2012 and 2013
    • Figure 23: Total value sales of ancillaries, China, 2008-18
  • Mouthwash
    • Figure 24: Market value and growth of mouthwash, China, 2012 and 2013
    • Figure 25: Segment share of total number of new product launches in oral hygiene market, China, US and Japan, 2013
    • Figure 26: Total value sales of mouthwash products, China, 2008-18

7. Market Share

  • Key points
  • Brand share
    • Figure 27: Leading companies' market share in China's oral hygiene market, by value, 2011-13

8. Who's Innovating?

  • Key points
  • New product launches
  • A surge in whitening claims to fulfil beauty aspiration
    • Figure 28: Examples of new product launches with a whitening proposition, China, 2012 and 2013
  • Professional oral hygiene solution gains recognition
    • Figure 29: Examples of new product launches with a professional oral care proposition, China, 2010-13
  • Day-and-night toothpaste encourages more frequent teeth brushing
    • Figure 30: Examples of new product launches to target day part usage occasions, China, 2010-14
  • Charcoal toothbrush to deliver superior cleaning effectiveness
    • Figure 31: Examples of new product launches with charcoal bristles, 2012 and 2013
  • Extra soft toothbrush for gum problems and sensitive teeth
    • Figure 32: Examples of new product launches to cater for specific dental problems, China, 2012 and 2013
  • Marketing communications
  • E-commerce for greater brand/consumer interaction online
    • Figure 33: Examples of online advertising and promotion by Crest and Colgate, 2014
  • Brands seize on holidays and special occasions to engage consumers via online social media
    • Figure 34: Examples of social media campaigns by Crest and Zhonghua, 2014
  • Advertisement with free gift to strengthen brand loyalty
    • Figure 35: Examples of Chinese New Year online promotions by Colgate and Darlie, 2014
  • New sales channels and promotion strategies
  • Online retailers adopt multipack offerings to stimulate sales
    • Figure 36: Examples of multipack offerings by Ora2 and Yunnan Baiyao, 2014
  • Bundle packs form synergy for cross-sub-category selling
    • Figure 37: Examples of cross-sub-category product bundle packs by Crest, Colgate, Listerine and Lion, 2014

9. Companies and Brands

  • Overview of product functions by leading toothpaste brands
    • Figure 38: Product functions, by top five brands, 2014
    • Figure 39: Product functions, by top five brands, 2014 (continued)
  • Procter & Gamble (Guangzhou) Co., Ltd.
  • Colgate-Palmolive Co.
  • Hawley & Hazel (BVI) Co., Ltd.
  • Yunnan Baiyao Group Co., Ltd.
  • Unilever Group
    • Figure 40: Zhonghua's Glister White and White Now toothpaste products, 2012
    • Figure 41: Zhonghua's Porcelain White and Expert Protection toothpastes, 2013
  • Johnson & Johnson
    • Figure 42: Listerine's mouthwash products, 2014

10. The Consumer Segmentation

  • Key points
  • Consumer segmentation
    • Figure 43: Three target groups in oral hygiene market, February 2014
  • Dubious Variety Seekers (38%)
  • The Demotivated (33%)
  • Health and Beauty Adorers (29%)
    • Figure 44: General attitudes towards oral health, by target groups, February 2014

11. The Consumer - Usage Frequency of Different Oral Hygiene Products

  • Key points
  • Toothpaste and manual toothbrush are used on daily basis
  • Mouthwash has potential to become part of the daily routine
  • Electric toothbrush usage witnessed significant growth over the past two years
  • Dental floss still needs to build product awareness and foster usage habit
    • Figure 45: Frequency of using different oral hygiene products, February 2014
    • Figure 46: Frequency of using different oral hygiene products, February 2014 (continued)
  • Mouthwash usage is higher among male, parents, 40-49-year-olds and higher earners
    • Figure 47: Frequency of using oral hygiene products - Mouthwash, by demographics, February 2014
  • High earners, those aged 30-49, and families with children are more likely to adopt electric toothbrushes as daily routine
    • Figure 48: Frequency of using oral hygiene products - Electric toothbrush, by demographics, February 2014
  • Younger consumers are potential users for dental floss
    • Figure 49: Frequency of using oral hygiene products - Dental floss/floss pick, by demographics, February 2014
  • Guangzhou residents use more niche oral hygiene products
    • Figure 50: Frequency of using oral hygiene products - Electric toothbrush, dental floss/floss pick, toothpick, by city, February 2014

12. The Consumer - Brands Used in the Past Six Months

  • Key points
  • Crest and Colgate lead with higher popularity
  • Awareness, price and distribution are key for young foreign brands to expand market presence
    • Figure 51: Brands used in the past six months, February 2014
  • Brand usage varies by demographics
    • Figure 52: Brands used in the past six months, by gender, February 2014
    • Figure 53: Brands used in the past six months, by age, February 2014
    • Figure 54: Brands used in the past six months, by city tier, February 2014
    • Figure 55: Brands used in the past six months, by income, February 2014

13. The Consumer - Repertoire Analysis of Brand Usage

  • Key points
  • Consumers have the inclination to try multiple brands
    • Figure 56: Repertoire of brands used in the past six months, February 2014
  • Those with higher income and education level tend to use more brands
    • Figure 57: Repertoire of brands used in the past six months, by demographics, February 2014

14. The Consumer - Desired Functions in Oral Hygiene Products

  • Key points
  • ‘Teeth-whitening', ‘breath refreshing' and ‘germ curbing' are top benefits expected
  • The desire for multifunctional benefits unveils a market for all-in-one products
    • Figure 58: Desired functions in oral hygiene products, February 2014
  • Teeth-whitening is more important for females and those aged 20-39
    • Figure 59: Desired functions in oral hygiene products, by demographics, February 2014
  • More females expect specialised products to solve plaque, gum and teeth sensitivity problems
    • Figure 60: Desired functions in oral hygiene products, by gender, February 2014
  • 30-49-year-olds and high earners desire more advanced, and treatment-based benefits
    • Figure 61: Desired functions in oral hygiene products, by demographics, February 2014
    • Figure 62: Desired functions in oral hygiene products, by demographics, February 2014 (continued)
  • ‘Relieve toothache' and ‘protecting dental work' can be potential selling points for electric toothbrushes and mouthwash
    • Figure 63: Frequency of using electric toothbrush and mouthwash, by desired benefits, February 2014

15. The Consumer - Attitudes Towards Oral Hygiene Brands, Products, Ingredients and Price

  • Key points
  • Both multifunctional products and products with specialised benefits have growth opportunities
    • Figure 64: Attitudes towards oral hygiene products, by functional properties, February 2014
  • Superior functional performance and natural ingredients can justify premium price
  • Promotional events further stimulate sales
    • Figure 65: Attitudes towards oral hygiene price, February 2014
  • Greater product satisfaction can lead to higher consumer loyalty
    • Figure 66: Attitudes towards oral hygiene brands, February 2014
  • Strengthen beauty-enhancing claims with emotional persuasion
    • Figure 67: Attitudes towards oral hygiene products, by emotional appeal, February 2014
  • Medicated toothpastes exert credibility
    • Figure 68: Attitudes towards oral hygiene ingredients, February 2014
  • Innate value is more convincing than price to prove quality
    • Figure 69: Attitudes towards oral hygiene price and brands, February 2014
  • Females are more price-sensitive
    • Figure 70: Attitudes towards oral hygiene brands, products, ingredients and price, by gender, February 2014
  • 30-39-year-old group are savvy shoppers
    • Figure 71: Attitudes towards oral hygiene brands, products, ingredients and price, by age, February 2014
  • High earners more interested in beauty-enhancing benefits and prepared to pay more for natural ingredients
    • Figure 72: Attitudes towards oral hygiene brands, products, ingredients and price, by income, February 2014
  • Married people are more demanding of additional product features
    • Figure 73: Attitudes towards oral hygiene brands, products, ingredients and price, by marital status, February 2014
    • Figure 74: Attitudes towards oral hygiene brands, products, ingredients and price, by marital status, February 2014 (continued)

16. The Consumer - Interests in Different Types of Oral Hygiene Products

  • Key points
  • Innovation flavours, herbal and plant extract and breath-freshening varieties attract wide usage
  • Key interests lie in natural, breath-freshening properties and innovative flavours
  • Organic and occasion-driven toothpaste by day and night highlights the greatest market gap
    • Figure 75: Interests in different types of oral hygiene products, February 2014
  • Females are more interested in trying organic toothpaste and using toothpaste products for day and night
    • Figure 76: Interests in different types of oral hygiene products, by gender, February 2014
  • Breath-freshening strips generate trial interest across a wide age range
    • Figure 77: Interests in different types of oral hygiene products, by age, February 2014
  • Lower price points can entice trial
    • Figure 78: Interests in different types of oral hygiene products, by income, February 2014

17. The Consumer - General Attitudes Towards Oral Health

  • Key points
  • Health and beauty perceived with equal importance
  • Difference in product effects are yet to be proven
    • Figure 79: General attitudes towards oral health, February 2014
  • Men tend to think less about their oral hygiene routine
    • Figure 80: General attitudes towards oral health, by gender, February 2014
  • 20-29-year-olds and low income earners are less engaged in oral health
    • Figure 81: General attitudes towards oral health, by demographics, February 2014

18. Appendix - Market Size

  • Figure 82: China total oral hygiene market, value sales, 2008-18
  • Figure 83: China toothpaste market, value sales, 2008-18
  • Figure 84: China toothbrush market, value sales, 2008-18
  • Figure 85: China ancillary market, value sales, 2008-18
  • Figure 86: China mouthwash market, value sales, 2008-18

19. Appendix - Frequency of Using Oral Hygiene Products

  • Figure 87: Frequency of using oral hygiene products, February 2014
  • Figure 88: Frequency of using oral hygiene products, February 2014 (continued)
  • Figure 89: Most popular frequency of using oral hygiene products - Toothpaste, by demographics, February 2014
  • Figure 90: Next most popular frequency of using oral hygiene products - Toothpaste, by demographics, February 2014
  • Figure 91: Most popular frequency of using oral hygiene products - Manual toothbrush, by demographics, February 2014
  • Figure 92: Next most popular frequency of using oral hygiene products - Manual toothbrush, by demographics, February 2014
  • Figure 93: Most popular frequency of using oral hygiene products - Electric toothbrush, by demographics, February 2014
  • Figure 94: Next most popular frequency of using oral hygiene products - Electric toothbrush, by demographics, February 2014
  • Figure 95: Most popular frequency of using oral hygiene products - Mouthwash, by demographics, February 2014
  • Figure 96: Next most popular frequency of using oral hygiene products - Mouthwash, by demographics, February 2014
  • Figure 97: Most popular frequency of using oral hygiene products - Dental floss/floss pick, by demographics, February 2014
  • Figure 98: Next most popular frequency of using oral hygiene products - Dental floss/floss pick, by demographics, February 2014
  • Figure 99: Most popular frequency of using oral hygiene products - Toothpicks, by demographics, February 2014
  • Figure 100: Next most popular frequency of using oral hygiene products - Toothpicks, by demographics, February 2014

20. Appendix - Brands Used in the Past Six Months

  • Figure 101: Brands used in the past six months, February 2014
  • Figure 102: Most popular brands used in the past six months, by demographics, February 2014
  • Figure 103: Next most popular brands used in the past six months, by demographics, February 2014
  • Figure 104: Other brands used in the past six months, by demographics, February 2014
  • Repertoire analysis
    • Figure 105: Repertoire of brands used in the past six months, February 2014
    • Figure 106: Repertoire of brands used in the past six months, by demographics, February 2014

21. Appendix - Desired Functions in Oral Hygiene Products

  • Figure 107: Desired functions in oral hygiene products, February 2014
  • Figure 108: Most popular desired functions in oral hygiene products, by demographics, February 2014
  • Figure 109: Next most popular desired functions in oral hygiene products, by demographics, February 2014
  • Figure 110: Other desired functions in oral hygiene products, by demographics, February 2014

22. Appendix - Attitudes Towards Oral Hygiene Brands, Products, Ingredients and Price

  • Figure 111: Attitudes towards oral hygiene brands, products, ingredients and price, February 2014
  • Figure 112: Most popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
  • Figure 113: Next most popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
  • Figure 114: Other attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014
  • Figure 115: Least popular attitudes towards oral hygiene brands, products, ingredients and price, by demographics, February 2014

23. Appendix - Interests in Different Types of Oral Hygiene Products

  • Figure 116: Interests in different types of oral hygiene products, February 2014
  • Figure 117: Interests in different types of oral hygiene products - Toothpaste/mouthwash with innovative flavours, by demographics, February 2014
  • Figure 118: Interests in different types of oral hygiene products - Toothpaste with herbal/plant extracts, by demographics, February 2014
  • Figure 119: Interests in different types of oral hygiene products - Toothpaste set for day and night usage, by demographics, February 2014
  • Figure 120: Interests in different types of oral hygiene products - Organic toothpaste, by demographics, February 2014
  • Figure 121: Interests in different types of oral hygiene products - Toothpaste with creative heads for different shapes, by demographics, February 2014
  • Figure 122: Interests in different types of oral hygiene products - Whitening tooth strips, by demographics, February 2014
  • Figure 123: Interests in different types of oral hygiene products - Dentifrice, by demographics, February 2014
  • Figure 124: Interests in different types of oral hygiene products - Breath-freshening mouth sprays, by demographics, February 2014
  • Figure 125: Interests in different types of oral hygiene products - Breath-freshening strips, by demographics, February 2014
  • Figure 126: Interests in different types of oral hygiene products - Tooth tissues, by demographics, February 2014
  • Figure 127: Interests in different types of oral hygiene products - Tooth wipes for use on the go, by demographics, February 2014
  • Figure 128: Interests in different types of oral hygiene products - Oral care products without chemical additives, by demographics, February 2014

24. Appendix - General Attitudes Towards Oral Health

  • Figure 129: General attitudes towards oral health, February 2014
  • Figure 130: Agreement with the statement ‘Health/hygiene driven', by demographics, February 2014
  • Figure 131: Agreement with the statement ‘Beauty driven', by demographics, February 2014
  • Figure 132: Agreement with the statement ‘Uninvolved/one size fits all', by demographics, February 2014
  • Figure 133: Agreement with the statement ‘Taking care of my oral health makes me feel healthier overall', by demographics, February 2014
  • Figure 134: Agreement with the statement ‘I am concerned about the safety of ingredients used in oral care products', by demographics, February 2014
  • Figure 135: Agreement with the statement ‘I don't feel clean if I haven't taken care of my teeth', by demographics, February 2014
  • Figure 136: Agreement with the statement ‘Using single oral care product is not sufficient to satisfy my oral care needs', by demographics, February 2014
  • Figure 137: Agreement with the statement ‘It's important to visit the dentist regularly', by demographics, February 2014
  • Figure 138: Agreement with the statement ‘I don't feel attractive if I haven't taken care of my oral health', by demographics, February 2014
  • Figure 139: Agreement with the statement ‘It's important to me what other people think of my teeth', by demographics, February 2014
  • Figure 140: Agreement with the statement ‘A person's teeth can enhance his/her overall appearance', by demographics, February 2014
  • Figure 141: Agreement with the statement ‘I worry that the food I eat is staining my teeth', by demographics, February 2014
  • Figure 142: Agreement with the statement ‘Cheaper toothpastes tend to do the same job as more expensive ones', by demographics, February 2014
  • Figure 143: Agreement with the statement ‘Brushing/caring for my teeth is a routine I don't think much about', by demographics, February 2014
  • Figure 144: Agreement with the statement ‘There is no big difference in product effects between different brands of oral care products', by demographics, February 2014

25. Appendix - Further Analysis

  • Figure 145: Target groups, February 2014
  • Figure 146: Target groups, by demographics, February 2014
  • Figure 147: Frequency of using oral hygiene products, by target groups, February 2014
  • Figure 148: Brands used in the past six months, by target groups, February 2014
  • Figure 149: Desired functions in oral hygiene products, by target groups, February 2014
  • Figure 150: Attitudes towards oral hygiene brands, products, ingredients and price, by target groups, February 2014
  • Figure 151: Interests in different types of oral hygiene products, by target groups, February 2014
  • Figure 152: General attitudes towards oral health, by target groups, February 2014
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