Chinese Mothers Prefer Non-fluoride Toothpaste
- Chaileedo Press
- Jun 14, 2022
- 3 min read
"Age-based care" has become one of the important trends in China's oral care market. In the choice of toothpaste, parents of young children pay more and more attention to the demand for "non-fluoride" and "micro-fluoride", and "swallowable" has become a criteria for the choice of children's toothpaste.
With the improvement of people's living standards, children's diets are more diversified and refined. However, a richer diet is also more likely to bring about dental caries and other oral health problems, and it also increases the attention of parents to children's oral problems. Therefore, the seriousness of children's oral problems has also spawned consumers' demand for oral care products and promoted the rapid development of China's children's oral care industry.
According to a report issued by Frost & Sullivan, from 2016 to 2020, the total retail sales of China's children's oral care market increased from $430 million to $712 million, with a compound annual growth rate of 13.4%. The retail sales of China's children's oral care market are expected to reach US$1.187 billion in 2025, with a compound annual growth rate of 10.8% from 2020.
The above positive signals have stimulated the vigorous development of the entire children's oral care market in China, and there are more and more entrants in the children's oral care track. Since the oral shape of children is different from that of adults, the function of children's oral products must also be different from that of adults, so children's oral care products have diversified needs.
On China's mainstream e-commerce platform JD, there will be more than 40,000 new toothpaste, toothbrushes, toothpaste pacifiers, electric toothbrushes and other products launched in 2021,with a steady growth. At the same time, refined oral sub-categories such as baby floss, irrigator, orthodontics, and oral spray have also grown rapidly.
Behind the growing prosperity of China's infant oral market, some new trends are also emerging, and "age-based care" has become one of the most important trends. Chinese infants and children have used 3.3 kinds of oral care products per capita. As the age increases, the tendency of parents to choose products also varies. For example, parents with 0-1-year-olds kids are more inclined to choose oral cleaning cotton swabs for infants and young children, while parents with 2-6 kids and 6-9 years old kids are more inclined to choose children's toothpaste and manual toothbrushes. At the same time, U-shaped toothbrushes are highly favored by parents and mothers, and U-shaped manual toothbrushes have increased by 311% year-on-year on JD.
In the choice of toothpaste, parents of young children are paying more and more attention to the demand for "non-fluoride" and "micro-fluoride", and "swallowable" has become an important criterion for choosing children's toothpaste. On JD, the micro-fluoride toothpaste with 0.05% fluoride content has grown rapidly, and its sales have increased by 110% year-on-year, and the sales of non-fluoride toothpaste for parents with 1-3 aged kids have increased by 59% year-on-year.
As of 16:45 on June 13, Beijing time, when Qeyes searched Tmall, a mainstream e-commerce platform in China, with "non-fluoride children's toothpaste", and there were 1,200+ related products. The No.1 cumulative monthly sales volume is New Zealand's Grin's Natural Toothpaste, with monthly sales of 30,000+ and a price of $20.48, which promotes anti-sensitivity, anti-stain, anti-cavity and tooth-fixing effects. What ranked second is CTOOTH's Kid’s toothpaste, with monthly sales of 30,000+ and a price of $5.92. Its functions are antibacterial and gum care. What ranked third is a children's toothpaste from Yunnan Baiyao, China, which sells for $12.47. In the choice of toothpaste flavors, the brands have unanimously launched fruit flavors, and the popular flavors are strawberry flavors and grape flavors.
The main group driving the growth in sales of oral products for infants and children is the younger generation of consumers, mainly the Chinese generation Z. On JD, more than 40% of the sales of mid-to-high-end oral care products for infants and children are contributed by mothers, while mothers in small cities are keener to buy Chinese brands and prefer mass-priced products.
It is worth noting that since children's teeth are in the growing stage, and the characteristics of each stage are different, almost all brands of children's oral care products have adopted age-specific care while putting safety in the first place.
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