Today (April 16th), the China Oral Care Products Association released the Q1-Q3 2024 oral care industry briefing. In the first quarter of 2024, the online retail sales of the oral care industry reached 6.59 billion yuan, an increase of 10.3% compared to the same period last year. Among them, Tmall and Douyin became the two largest channels for online retail sales in the oral care industry, accounting for 31.2% and 25.8% of the total sales respectively.
Looking at the subcategories, toothpaste/tooth powder was the highest-grossing sector in the oral care industry in the first quarter, with a year-on-year growth of 18.5% and a market share of 45.7%. The electric toothbrush category had a market share of 22.1%, ranking second with a year-on-year growth of 8.3%. The toothbrush category accounted for 10.9% of the market share, ranking third in the industry with a year-on-year growth of 12.7%. Dental floss/dental sticks had a growth rate of 19.6%, while mouthwash showed a year-on-year growth of 2.1%. Some subcategories experienced downward trends, with electric toothbrush heads declining by 3.2% and oral irrigators decreasing by 0.7% compared to the previous year.
In terms of brand rankings in the toothpaste industry, the top five brands in terms of online retail sales were still Yunnan Baiyao, Darlie, Colgate, ORALSHARK, and Saky, with their respective shares of 9.0%, 7.4%, 5.2%, 4.9%, and 4.5%. Among them, ORALSHARK, a toothpaste brand under Canban that focuses on probiotics, and Baiyunshan, a brand specializing in traditional Chinese medicine toothpaste, were the fast-growing leading brands. Additionally, in terms of distribution channels, in the first quarter of this year, Douyin surpassed Tmall and JD.com in the online retail market, with a growth rate exceeding 55% and a market share of 34.6%.
In the electric toothbrush industry, the top five brands in the first quarter were usmile, Laifen, Philips, Oral B, and Flyco, accounting for 26.4%, 15.3%, 14.8%, 8.8%, and 3.7% of the online retail sales respectively. Laifen, as a leading domestic high-speed hairdryer brand, entered the electric toothbrush market in the fourth quarter of last year and quickly rose to the second position in the industry within a few months.
In the toothbrush industry, the top five brands were Lion, EBiSU, Colgate, Saky, and Darlie, accounting for 6.7%, 5.5%, 5.4%, 5.4%, and 4.0% of the online retail sales respectively. The leading toothbrush brands remained relatively stable, with little overall change in the top five brands.
In the oral irrigator industry, the top five brands were usmile, Bixdo, BAIR, Waterpik, and Panasonic, accounting for 13.4%, 10.4%, 10.2%, 7.5%, and 5.7% of the online retail sales respectively. In a generally sluggish market, usmile achieved a growth rate of 29.7% and took the top spot, while Bixdo grew by 24.1%, and other brands experienced noticeable declines.
The China Oral Care Products Association stated that the online retail market of the oral care industry maintained stable growth in the first quarter. Essential products such as toothpaste, electric toothbrushes, toothbrushes, and dental floss showed good overall growth. In addition, when developing new products, major brands should prioritize practicality and provide consumers with valuable and affordable options.
