Consumer Trends in the Oral Hygiene Market in China

  • March 2012
  • -
  • Canadean Ltd
  • -
  • 84 pages

Synopsis

This report provides the results for the Oral Hygiene market in China from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as retailer choices in organized retail market. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 increased amount of discount and own-brand products. Toothbrushes and Toothpaste are considered essential items and therefore recession has not affected their consumption pattern. On the other hand, Mouthwash, Breath fresheners 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 sales across 26 consumer groups – providing through the data 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.

Scope

Consumer survey data for the following specific categories: the breath fresheners (non confectionery), dental floss, denture care, mouthwash, toothbrushes & replacement heads and toothpaste markets.

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

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.


Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Pre-Mid-Lifers spend an above average amount of Oral Hygiene products, with a share of 20% of the market by value despite accounting for 18% of the population. Other age groups with above average spending are Kids & Babies and Tweens & Early Teens, whose consumption is dirven by the development of their teeth.

Changing age structures and Changing lifestages 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 11% of the Toothbrushes & Replacement Heads 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 retail market becomes increasingly mature and concentrated.

Table Of Contents

Table of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
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)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Oral Hygiene Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Dental Floss
2.2.2 Mouthwash
2.2.3 Toothbrushes and Replacement Heads
2.2.4 Toothpaste
2.3 Behavioral Trends and Market Value
2.3.1 Dental Floss
2.3.2 Mouthwash
2.3.3 Toothbrushes and Replacement Heads
2.3.4 Toothpaste
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Dental Floss
3.1.2 Mouthwash
3.1.3 Toothbrushes and Replacement Heads
3.1.4 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Dental Floss
3.2.2 Mouthwash
3.2.3 Toothbrushes and Replacement Heads
3.2.4 Toothpaste
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Dental Floss
4.2.2 Mouthwash
4.2.3 Toothbrushes and Replacement Heads
4.2.4 Toothpaste
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Dental Floss
5.1.3 Mouthwash
5.1.4 Toothbrushes and Replacement Heads
5.1.5 Toothpaste
6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral Hygiene Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share of Organized Retail
7.1 Retailer Volume Share by Category of Organized Retail
7.1.1 Retail Share by Volume of Organized Retail - Dental Floss
7.1.2 Retail Share by Volume of Organized Retail - Mouthwash
7.1.3 Retail Share by Volume of Organized Retail - Toothbrushes and Replacement Heads
7.1.4 Retail Share by Volume of Organized Retail - Toothpaste
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 A-Best Supermarket Co., Ltd Switching Analysis
7.2.3 Carrefour China Switching Analysis
7.2.4 Dashang Group Switching Analysis
7.2.5 Metro Cash and Carry Switching Analysis
7.2.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching Analysis
7.2.7 Tesco China Switching Analysis
7.2.8 Trust Mart Switching Analysis
7.2.9 Wal-Mart Super center, China Switching Analysis
7.2.10 Wuhan Zhongbai Group Co., Ltd. Switching Analysis
7.2.11 Wumart Stores. Group Switching Analysis
7.2.12 Other Switching Analysis
7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.3.1 A-Best Supermarket Co., Ltd
7.3.2 Carrefour China
7.3.3 Dashang Group
7.3.4 Metro Cash and Carry
7.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.3.6 Tesco China
7.3.7 Trust Mart
7.3.8 Wal-Mart Super center, China
7.3.9 Wumart Stores. Group
7.3.10 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer


List of Tables
Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - CNY Vs. US$, 2011
Table 3: China Survey Respondent Profile (weighted), 2011
Table 4: China Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: China Oral Hygiene Value Share (%), by Gender, 2011
Table 6: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: China Dental Floss Consumer Group Share (% market value), 2011
Table 11: China Mouthwash Consumer Group Share (% market value), 2011
Table 12: China Toothbrushes and Replacement Heads Consumer Group Share (% market value), 2011
Table 13: China Toothpaste Consumer Group Share (% market value), 2011
Table 14: China Total Dental Floss Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: China Total Mouthwash Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Total Toothbrushes and Replacement Heads Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: China Total Toothpaste Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: China Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: China Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 27: China Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 28: China Toothbrushes and Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 29: China Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 30: China Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: China Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: China Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: China Toothbrushes and Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: China Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: China, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: China, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: China, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: China, Toothbrushes and Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: China, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: China Oral Hygiene Market Value (Yuan Renminbi million), by Category, 2011
Table 41: China Oral Hygiene Market Value (US$ million), by Category, 2011
Table 42: China Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011
Table 43: China Oral Hygiene Market Share (US$ million), by Category, 2011
Table 44: China Oral Hygiene Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 45: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 46: China Oral Hygiene Expenditure Per Household (Yuan Renminbi), by Category
Table 47: China Oral Hygiene Expenditure Per Household (US$), by Category
Table 48: China Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 49: China Oral Hygiene Consumption Per Capita, by Category, 2011
Table 50: China Oral Hygiene Consumption Per Household, by Category, 2011
Table 51: China Dental Floss Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 52: China Mouthwash Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 53: China Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Table 54: China Toothpaste Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Table 55: China: Switchers to A-Best Supermarket Co., Ltd for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 56: China: Switchers From A-Best Supermarket Co., Ltd for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 57: China: Switchers to Carrefour China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 58: China: Switchers From Carrefour China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 59: China: Switchers to Dashang Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 60: China: Switchers From Dashang Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 61: China: Switchers to Metro Cash and Carry for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 62: China: Switchers From Metro Cash and Carry for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 63: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: China: Switchers to Tesco China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: China: Switchers From Tesco China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: China: Switchers to Trust Mart for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: China: Switchers From Trust Mart for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: China: Switchers to Wal-Mart Super center, China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: China: Switchers From Wal-Mart Super center, China for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: China: Switchers to Wumart Stores. Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: China: Switchers From Wumart Stores. Group for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: China: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: China: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup, as tracked by the Survey), 2011
Table 78: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup, as tracked by the Survey), 2011
Table 79: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup, as tracked by the Survey), 2011
Table 80: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Metro Cash and Carry (% by Subgroup, as tracked by the Survey), 2011
Table 81: 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), 2011
Table 82: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup, as tracked by the Survey), 2011
Table 83: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup, as tracked by the Survey), 2011
Table 84: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup, as tracked by the Survey), 2011
Table 85: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup, as tracked by the Survey), 2011
Table 86: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011


List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: China Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: China Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Toothbrushes and Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 17: China Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 18: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 19: China Oral Hygiene Expenditure Per Household (US$), by Category
Figure 20: China Dental Floss Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 21: China Mouthwash Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 22: China Toothbrushes and Replacement Heads Survey-tracked Retailer Shares by Volume of Organized Retail (Units m), 2011
Figure 23: China Toothpaste Survey-tracked Retailer Shares by Volume of Organized Retail (Ltrs m), 2011
Figure 24: China: People Who Have Switched Retailer for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011


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