Chinese Oral Care Market Continues to Grow, with an Increase of 2.9% in the First Five Months
- Chaileedo Press
- Jun 19, 2023
- 3 min read
Recently, the China Oral Care Industry Association released the Oral Care Industry Brief for January-May 2023, stating that online retail sales of the oral care industry on major e-commerce platforms reached 8.39 billion yuan ($ 1.17 billion) in the first five months.
Recently, the China Oral Care Industry Association released the Oral Care Industry Brief for January-May 2023, announcing the online retail trends of the oral care industry from January to May 2023.
The report shows that in the first five months of 2023, the online retail sales of the oral care industry on major e-commerce platforms reached 8.39 billion yuan ($ 1.17 billion), a year-on-year increase of 2.9%. Among them, Douyin has become a relatively fast-growing channel in the oral care industry, with a growth rate of over 90%, followed by Kuaishou with a growth rate of over 80%.
From January to May, in terms of the subcategories of the oral care industry, the proportion of toothpaste/toothpowder categories continued to increase, with a market share of 44.2%, although the year-on-year growth rate has slightly narrowed to 10.2%. However, it remains the main driving force of the oral care industry. The market share of electric toothbrushes is 22.1%, ranking second, with a year-on-year growth of 0.6%; the market share of toothbrushes is 11.2%, with a year-on-year growth of 18.3%, becoming the fastest-growing category in the oral care industry, ranking third. Oral irrigators, mouthwashes, electric toothbrush heads, dental floss, and other sectors have continued their downward trend.
In terms of the brand rankings in the toothpaste industry, the top five brands are Yunnan Baiyao, Darlie (formerly Darkie), Crest, Colgate, and Saky, with online retail sales accounting for 10.7%, 8.2%, 6.4%, 6.1%, and 4.8%, respectively. The brands ranked sixth to tenth are ORALSHARK, Sensodyne, Lesening, Lion, and AVEC MOI.
Yunnan Baiyao maintains its leading advantage; in addition, as Douyin becomes the largest channel for online retail sales of toothpaste, Canban's new brand ORALSHARK and Longrich's brand Avec Moi have successfully captured the market and entered the top ten brands by leveraging their advantages in niche segments.
In terms of the brand rankings in the electric toothbrush industry, the top five brands are usmile, Philips, Oral-B, Flyco, and Xiaomi, with online retail sales accounting for 24.4%, 20.8%, 8.8%, 4.8%, and 4.7%, respectively. The brands ranked sixth to tenth are Saky, Bair, Fupai, IMask, and Huawei. usmile has surpassed Philips to become the highest online retail sales brand in the electric toothbrush industry.
In addition, the domestic small appliance giant Flyco has also performed outstandingly in the electric toothbrush market, with a year-on-year growth of 102.5% from January to May, ranking among the top five in the industry. The foreign leading brands Philips, Oral-B, Bair, and Panasonic all showed a downward trend, with their market shares being taken by domestic brands.
In terms of the brand rankings in the toothbrush industry, the top five brands are EBISU, Lion, Colgate, Darlie (formerly Darkie), and Saky, with online retail sales accounting for 7.1%, 6.7%, 6.1%, 5.6%, and 5.3%, respectively.
In terms of the brand rankings in the mouthwash industry, the top five brands are Listerine, BOP, Colgate, Canban, and Ora2, with online retail sales accounting for 18.5%, 7.2%, 5.9%, 5.7%, and 3.5%, respectively. The brands ranked sixth to tenth are THERABREATH, Saky, Darlie (formerly Darkie), Ecoobix, and Oral-B. Listerine still has a high market share in the mouthwash industry, but it is challenged by new brands, with its sales from January to May declining by 31.2% year-on-year.
Kommentare