BEIJING: China’s oral care market is undergoing a remarkable transformation, projected to grow from $8 billion in 2021 to $21 billion by 2025, driven by Gen Z’s preference for high-tech and aesthetically appealing products. According to Frost & Sullivan, younger consumers are expanding oral care routines beyond basics, with Douyin reporting a 138% rise in related content from 2021 to 2022. Tooth whitening, fresh breath, and oral health maintenance are top priorities, with innovative offerings like pastel-colored electric toothbrushes, flavored toothpastes, and water flossers gaining traction.
Government initiatives under the Healthy China 2030 Plan aim to reduce dental caries rates by 10% and boost awareness, with 60.1% of the population now informed about oral hygiene. This has spurred demand for sophisticated products addressing issues like gum protection, Helicobacter pylori prevention, and germicidal properties. Domestic brands like Usmile are challenging global players with affordable, functionally advanced offerings, while premium labels such as Marvis dominate gifting trends with unique flavors like “Kyoto Matcha.”
Douyin’s 2022 report highlights oral care as a top consumer health concern, second only to sleep and immunity. Women, especially in top-tier cities, represent 70% of online purchases, favoring segmented products like dental rinsers and whitening lamps. Professional KOLs are pivotal in marketing, with ingredient transparency influencing buying decisions. While Gen Z leads the charge, older demographics are also benefiting, with many younger consumers purchasing high-end electric toothbrushes for their parents.
China’s evolving oral care landscape offers lucrative opportunities for brands catering to both affordable and premium niches, reflecting a shift toward health-conscious and aesthetically driven consumption habits.