Today (February 27th), the Chinese Oral Care Products Association released a briefing on the oral care industry in 2023. In 2023, the online retail sales in the oral care industry reached 26.66 billion yuan, with a year-on-year growth of 5.3%. Tmall and JD.com remained the two largest channels for online retail sales in the oral care industry, accounting for 35.6% and 23.9% of the total retail sales, respectively. Douyin (TikTok) was the fastest-growing channel in the oral care industry, with a growth rate of 59.6%.
In terms of specific product categories, the toothpaste/tooth powder category experienced a year-on-year growth of 10.8%, capturing a market share of 45.1%, making it the highest-grossing category in the oral care industry. The electric toothbrush category held a market share of 20.9%, ranking second and growing by 8.3% year-on-year. The toothbrush category accounted for a market share of 10.9%, ranking third in the industry and growing by 7.1% year-on-year, while the dental floss/dental pick category grew by 8.8%. Other subcategories showed a decline, with mouth sprays declining by 20.7% year-on-year, electric toothbrush heads declining by 9.6%, oral irrigators declining by 7.0%, and mouthwashes declining by 6.1%.
In terms of brand rankings in the toothpaste industry, the top five brands in terms of online retail sales remained Yunnan Baiyao, Darlie, Crest, Colgate, and Saky, with their online retail sales accounting for 10.9%, 7.6%, 6.0%, 5.4%, and 4.9% respectively. Oralshark, a brand under Canban, and Jingxiutang, a brand specializing in traditional Chinese herbal toothpaste, became the fastest-growing leading brands. Additionally, the “Douyin Brand” Xu Haili experienced significant growth, leveraging the development dividends of various channels.
In the electric toothbrush industry, the top five brands were usmile, Philips, Oral-B, Flyco, and Xiaomi, with their online retail sales accounting for 27.6%, 19.3%, 10.2%, 4.4%, and 4.1% respectively. Tmall and JD.com remained the two largest channels for online retail sales in the electric toothbrush industry, but their growth rates were slower compared to Douyin and Kuaishou.
In the toothbrush industry, the top five brands were EBISU, Lion, Saky, Colgate, and Darlie, with their online retail sales accounting for 7.2%, 6.6%, 5.6%, 5.4%, and 4.6% respectively. The leading toothbrush brands remained relatively stable, with minimal changes in the overall top 10 brands.
In the oral irrigator industry, the top five brands were Bixdo, usmile, Bair, Waterpik and Panasonic, with their online retail sales accounting for 15.1%, 11.6%, 10.3%, 7.1%, and 6.5% respectively. Despite the overall unfavorable market environment, Bixdo maintained a high growth rate of 60%.
The Chinese Oral Care Products Association stated that the online retail market in the oral care industry is in a growth stage, primarily focusing on the sales of essential products. Oral care is becoming more fundamental and essential. The demand for toothpaste and toothbrush products is stable and has increased year-on-year. It is worth noting that the sales and growth rate of electric toothbrushes have surpassed traditional toothbrushes, indicating consumers’ preference for smart oral cleaning devices.
