Author | Chen Jinrong
"Beauty Headlines" new media
In recent years, the pace of social life has gradually accelerated the pressure brought about, so that many consumers will inevitably have health problems in the oral cavity, fortunately, a number of policies in the mainland are conducive to continuously strengthening the national oral health care mind, and in the current consumption upgrade, the face value economy prevails, the Chinese people pay more and more attention to oral health care, and the mainland oral care industry can be described as ushering in a golden period of development. According to Euromonitor International data, the market size of the oral care industry in mainland China will be nearly 50 billion yuan in 2021, and the market size will continue to increase.
People's huge demands for oral care have driven more potential for the development of the oral care track, and the oral care market has also shown a diversified development trend.
01
Categories are moving towards professional subdivision
The oral care scene is diverse
Due to the differentiated needs of different consumers in the choice of oral care products, this demand or focus on oral cleaning, or focus on repair, improve the health of teeth, people's pursuit of oral health has gradually risen from the level of daily protection to the level of improving the quality of life. The differentiation of demand has made oral care products from a single to a subdivision, and the application penetration rate of oral care in various scenarios is also deepening.
The image comes from the brand's official flagship store
From the perspective of oral care subdivisions, such as electric toothbrushes and toothpaste are still the core categories of oral care consumption. With the development of science and technology and changes in consumer lifestyles, the previous simple "toothpaste + toothbrush" combination can no longer meet the escalating oral care needs of consumers, according to the online sales data of the oral care category of the Ali platform in 2021, the rise of new product categories such as more advanced water floss and mouthwash has led the market with year-on-year growth. In addition, the derived teeth punchers, oral sprays, oral poppers, tooth powder, tooth patches and other products have been loved by the public because they can take care of the mouth more specifically.
Focusing on the oral care scene, the advancement of consumer minds promotes the diversification of oral care demand scenarios, and refinement, portability and intelligence have become the new pursuit of oral care. Many brands use a variety of colorful flavors to fit different social scenes such as home, office, and party, providing solutions for professional and refined oral care for different groups of people.
The image comes from the brand's official flagship store
Among them, the subdivision of mouthwash is particularly performing. Brands no longer limit mouthwashes to the life scene of the washstand, but extend it to new scenes such as parties, travel, and offices. When oral care is given more scene attributes, the social needs that cater to new scenes are becoming a new orientation for brands to design products. For example, brands can even design products according to the different use scenarios of morning, middle and evening for the main oral care needs of office workers, so that consumers can keep their breath fresh anytime and anywhere.
02
Appearance is paramount
Innovative tastes and concepts
As Gen Z gradually becomes the main consumer force, the younger generation is tirelessly pursuing personalization. In terms of product packaging, the new generation of consumers pay more attention to the appearance of products when choosing oral care products. Therefore, brands also pay more attention to "high value" when designing oral care products, and try to add some new elements.
The image comes from the brand's official flagship store
The image comes from the brand's official flagship store
The image comes from the brand's official flagship store
For example, dental cleaning products from the traditional paste gradually developed into powder, block, mousse, bubbles, capsules, toothbrushes and other forms, mouthwash in addition to small packaging, but also derived strips, sprays, jelly cups and other packaging, in addition, some brands will also find another way, using bright colors, IP joint name and other ways to create a novel, interesting, playful appearance, to bring surprises to consumers. For example, Usmile's mouthwash soda adopts a water bottle design, the color is fresh and natural; BOP and the popular IP cherry pills cooperate to launch a joint model; the cat's claw spray on the cutting-edge oral care brand HUSUM flower restores the real soft touch of the cat's foot on the design, and consumers can enjoy a moment of spiritual healing while refreshing the breath.
Of course, the factors that influence consumers' decision-making are also inseparable from the taste and aroma of oral care products. Under the consumption upgrade, consumers pay more and more attention to the experience of taste buds, and taste innovation has become a new trend in the research and development of oral care products in addition to mainstream flavors such as mint, fruity and plant extracts.
In addition to mainstream flavors such as mint, fruity and plant extracts, the oral care products of many cutting-edge brands are more innovative than the tastes of international and domestic brands. Some brands start from the common lifestyle of young people, combined with the relevant scenes of close contact between young consumers and drinks, and develop products with the help of the taste of fashion fast drink, such as mojito, cola, milk tea, coffee and other novel flavors once developed, they quickly attract consumers' attention and stimulate consumer resonance.
The image comes from the brand's official flagship store
In the face of new consumption scenarios and different oral care appeals, many brands will choose to add new concept ingredients such as probiotics, amino acids, enzymes and other new concept ingredients to attract consumers in addition to innovative designs and tastes. The amino acid mouthwash of the new brand Gelubai claims to add safe and effective bacteriostatic ingredients, and is accompanied by amino acid ingredients to take care of the oral cavity; another cutting-edge brand Bai Xi has launched an anti-sugar mouthwash, which claims to contain probiotics to help regulate the state of the mouth and balance the oral environment.
The image comes from the brand's official flagship store
In recent years, the aging degree of the mainland population is deepening, the silver economy is being further excavated, and the daily oral care needs of elderly consumers cannot be ignored. Under the main theme of great health, the elderly care more about traditional classic tastes and efficacy, and some products with repair, bacteriostatic, mild and non-irritating claims to be more popular with them. At present, many products focus on Adding Secret Formulas of Chinese Herbal Medicine, claiming to have functions such as fire detoxification, whitening and anti-spotting, and multiple repairs. From the formula to the appearance design, this part of the product will be the classic taste of the modern inheritance and breakthrough, to meet the silver hair group and young people safe and healthy, gentle, non-irritating oral care products needs, forming a unique product competitiveness. The cutting-edge brands have taken advantage of these new concepts and new categories to go out of the circle and have received attention and recognition from the public.
On Friday (April 22), Yu Zibo, deputy general manager of director operations of Mingkang Flavor, also mentioned the above views in the special live broadcast of oral care with the theme of "Entering the Game of "Fighting for Incense" and Starting from "Teeth"". As a modern science and technology enterprise integrating the research and development, development and sales of flavor and fragrance products, Mingkang flavor has accurate insight into the taste trend of the current oral care market, starting from the consumer experience, after many strict evaluations, to create three major themes of "National Essence Selection", "Play Cool Tide Drink" and "Secondary Throwing Colorful", and launched five oral care flavors of "Peach Drunken Summer", "Bale Jade Orange", "Bursting Bitter Melon Tea", "Fragrant Printing Qingti" and "Gardenia Latte". Looking forward to empowering more brands to develop oral care products that are popular with consumers.
Changes in user needs give brands the opportunity to break through. Driven by the fragrance economy and the demand for oral care to please themselves, the diversification and segmentation of oral care products is the trend of the times, and if the brand cannot keep up with the market development trend, it will be eliminated by the market and consumers sooner or later. At present, China's oral care industry is ushering in a new stage of growth, in the face of the blue ocean of tens of billions of market segments, who can accurately grasp the market development trend, who may be able to "break out of the siege" to compete for a favorable market. Beauty headlines also hope that more brands will create new possibilities on the oral care track.