The Chinese Oral Hygiene Market: What Consumers Use and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Chinese Oral Hygiene Market: What Consumers Use and Why?

Product Synopsis

This report provides the results for the Oral Hygiene market in China from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices in organized sector. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Oral Hygiene market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Toothbrushes and Toothpaste are considered essential items and recession has not affected their consumption pattern. On the other hand, Mouthwash, Breath fresheners (non-confectionery), and Dental floss are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes &Replacement Heads, and Toothpaste markets.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level in organized sector, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption of Mouthwash and Dental Floss is low across China, highlighting that most consumers don't consider these products part of their Oral Hygiene routine. Suppliers need to educate consumers about the benefits of their products in order to increase consumption.

The Oral Hygiene market in China is dominated by two categories, Toothbrushes & Replacement Heads and Toothpastes, which constitute nearly 97% of the overall market by value.

Consumption frequency analysis reveals that a third of Mid-Lifers and a quarter of Older Consumers are Non-users of toothbrushes. This is a significant market for suppliers to target, especially considering that toothpaste consumption is virtually universal in these two age groups.

Key Highlights

Pre-Mid-Lifers spend an above average amount on Oral Hygiene products and have a share of 19% of the market by value, despite accounting for 17% of the population. Other age groups with above average spending are Kids & Babies and Tweens & Early Teens, whose consumption is driven by the development of their teeth.

Changing age structures and Changing life stages are the two most important trends affecting consumers' choices of Oral Hygiene products in China. Increasing urbanization and the effects of the government's One Child Policy will continue shaping the market and, as such, suppliers should pay special attention to demographic and socio-economic trends in China.

Private labels account for 17% penetration in the Breath Fresheners (non-Confectionery) market, one of the highest private label market shares in the Oral Hygiene market in China. This share is expected to grow as China's organized retail market becomes increasingly mature and concentrated.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Oral Hygiene Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Dental Floss
3.2.2 Mouthwash
3.2.3 Toothbrushes and Replacement Heads
3.2.4 Toothpaste
3.3 Behavioral Trends and Market Value
3.3.1 Dental Floss
3.3.2 Mouthwash
3.3.3 Toothbrushes and Replacement Heads
3.3.4 Toothpaste
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Dental Floss
4.1.2 Mouthwash
4.1.3 Toothbrushes and Replacement Heads
4.1.4 Toothpaste
4.2 Consumer Profiles by Product Category
4.2.1 Dental Floss
4.2.2 Mouthwash
4.2.3 Toothbrushes and Replacement Heads
4.2.4 Toothpaste
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Oral Hygiene Brand Choice and Private Label Consumer Penetration
5.2.1 Dental Floss
5.2.2 Mouthwash
5.2.3 Toothbrushes and Replacement Heads
5.2.4 Toothpaste
6 The Share of Consumers influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Oral Hygiene
6.1.2 Dental Floss
6.1.3 Mouthwash
6.1.4 Toothbrushes and Replacement Heads
6.1.5 Toothpaste
7 Consumption Impact: Market Valuation
7.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Oral Hygiene Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share of Organized Retail
8.1 Retailer Volume Share of Organized Retail by Category
8.1.1 Retail Share by Volume of Organized Retail - Dental Floss
8.1.2 Retail Share by Volume of Organized Retail - Mouthwash
8.1.3 Retail Share by Volume of Organized Retail - Toothbrushes and Replacement Heads
8.1.4 Retail Share by Volume of Organized Retail - Toothpaste
8.2 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
8.2.1 A-Best Supermarket Co., Ltd
8.2.2 Carrefour China
8.2.3 Dashang Group
8.2.4 Metro Cash and Carry
8.2.5 New Cooperation Joint-stock trade chain CO., Ltd.
8.2.6 Tesco China
8.2.7 Trust Mart
8.2.8 Wal-Mart Super center, China
8.2.9 Wuhan Zhongbai Group Co., Ltd.
8.2.10 Wumart Stores. Group
8.2.11 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - CNY vs. USD
Table 3: China Survey Respondent profile (weighted), 2012
Table 4: China Oral Hygiene Value Share (%), by Age Groups, 2012
Table 5: China Oral Hygiene Value Share (%), by Gender, 2012
Table 6: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Table 8: China Oral Hygiene Value Share (%) by Wealth Groups, 2012
Table 9: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Table 10: China Dental Floss Consumer Group Share (% market value), 2012
Table 11: China Mouthwash Consumer Group Share (% market value), 2012
Table 12: China Toothbrushes and Replacement Heads Consumer Group Share (% market value), 2012
Table 13: China Toothpaste Consumer Group Share (% market value), 2012
Table 14: China Total Dental Floss Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: China Total Mouthwash Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: China Total Toothbrushes and Replacement Heads Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: China Total Toothpaste Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: China Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: China Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: China Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: China Dental Floss Consumer Profiles (% consumers by sub-group), 2012
Table 27: China Mouthwash Consumer Profiles (% consumers by sub-group), 2012
Table 28: China Toothbrushes and Replacement Heads Consumer Profiles (% consumers by sub-group), 2012
Table 29: China Toothpaste Consumer Profiles (% consumers by sub-group), 2012
Table 30: China Oral Hygiene Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: China Dental Floss Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: China Mouthwash Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: China Toothbrushes and Replacement Heads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: China Toothpaste Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: China Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: China, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: China, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: China, Toothbrushes and Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: China, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: China Oral Hygiene Market Value (Yuan Renminbi million), by Category, 2012
Table 41: China Oral Hygiene Market Value (US$ million), by Category, 2012
Table 42: China Oral Hygiene Market Volume by Category, 2012
Table 43: China Oral Hygiene Market Value (US$ million), by Category, 2012
Table 44: China Oral Hygiene Expenditure Per Capita (Yuan Renminbi), by Category, 2012
Table 45: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Table 46: China Oral Hygiene Expenditure Per Household (Yuan Renminbi), by Category
Table 47: China Oral Hygiene Expenditure Per Household (US$), by Category
Table 48: China Oral Hygiene Market Volume Share (Units m or Ltrs m) by Category, 2012
Table 49: China Oral Hygiene Consumption Per Capita by Category, 2012
Table 50: China Oral Hygiene Consumption Per Household by Category, 2012
Table 51: China Dental Floss Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Table 52: China Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 53: China Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Table 54: China Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Table 55: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2012
Table 56: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2012
Table 57: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2012
Table 58: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2012
Table 59: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 60: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2012
Table 61: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2012
Table 62: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2012
Table 63: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup, as tracked by the Survey), 2012
Table 64: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2012
Table 65: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: China Oral Hygiene Value Share (%), by Age Groups, 2012
Figure 3: China Oral Hygiene Value Share (%), by Gender, 2012
Figure 4: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: China Oral Hygiene Value Share (%) by Wealth Groups, 2012
Figure 7: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2012
Figure 8: China Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: China Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: China Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: China Oral Hygiene Market Value (US$ million), by Category, 2012
Figure 17: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2012
Figure 18: China Oral Hygiene Expenditure Per Household (US$), by Category
Figure 19: China Dental Floss Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Figure 20: China Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012
Figure 21: China Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), of Organized Retail 2012
Figure 22: China Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), of Organized Retail 2012

Companies Mentioned

A-Best Supermarket Co., Ltd, Carrefour China , Dashang Group, Metro Cash and Carry, New Cooperation Joint-stock trade chain CO., Ltd. ,Tesco China ,Trust Mart.

Read the full report:
The Chinese Oral Hygiene Market: What Consumers Use and Why?
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