Globally, China's toothpaste industry ranks among the top in the world in terms of output and sales, showing strong manufacturing strength and consumption vitality. As a core component of the oral care market, total toothpaste sales dominate the entire industry, far outpacing toothbrushes, electric toothbrushes, mouthwashes and other related products.
Industry Competitive Landscape
Although there are many brands in China's toothpaste market, there are not many toothpaste brands that are influential and have guaranteed sales. The top 10 toothpaste brands in the domestic market have jointly carved up more than 80% of the market share by virtue of their strong brand influence, product research and development capabilities, channel coverage, and advantages of large-scale production and supply chain management. These toothpaste giants stand tall in the fierce market competition, not only thanks to their deep brand accumulation and extensive consumer awareness, but also because they can accurately grasp the pulse of the market, continue to innovate products, optimize marketing strategies, and ensure that products are delivered to consumers quickly and stably through efficient production and logistics systems.
With the rise of e-commerce and social media, they are also rapidly expanding their markets through e-commerce platforms, social e-commerce, live streaming and other emerging formats, realizing an online and offline two-wheel drive sales model, further consolidating their market leading position.
The diversification of product categories is also a major feature of today's toothpaste market. In addition to traditional ordinary toothpaste, children's toothpaste, sensitive toothpaste, natural organic toothpaste, travel size toothpaste and other sub-products emerge in an endless stream, aiming to meet the special needs of specific groups of people or specific use scenarios. In addition, solution-oriented products for oral problems, such as matching dental strips, tooth powder, oral spray, etc., have also emerged in the market, enriching consumers' purchase choices.
Top 10 toothpaste brands in the Chinese market
6-10 toothpaste brands: Zhonghua, Shuke, Comfort, Lion King and Naaisi. China toothpaste ranked 6th, with a market share of about 7.4%. The brand was founded in the 50s of the twentieth century, and its products have the support of Unilever's global R&D center, creating more than 10 varieties of toothpaste, covering a more comprehensive toothpaste efficacy needs and forming a more complete product line.
Toothpaste brands 1-5: Hollywood (formerly black), Crest, Yunnan Baiyao, Lengsouring and Colgate. Hollywood toothpaste ranked No. 1, with a market share of about 22.2%. Founded in the 30s of the twentieth century, its brand products have maintained a high market share for a long time, and sell well in China, Singapore, Malaysia and Thailand. The toothpaste series created include double mint series, ultra-white series, tea Beijian series, Xingyao white series and so on.
Relevant market research reports point out that in the context of the steady growth of per capita disposable income, consumers have a higher pursuit of quality of life, and oral care, as an important part of daily life, has naturally become an important entry point to improve the quality of life. Consumers are willing to spend more money on mid-to-high-end toothpaste products with higher added value to meet their expectations for oral health, aesthetics and personal image improvement. This change in consumption concept has not only led to the vigorous development of the high-end toothpaste market, but also prompted the entire toothpaste industry to carry out structural upgrading.
Under the combined effect of the diversification of China's toothpaste consumption trends, the transformation of sales channels and the upgrading of consumption, it is undergoing profound structural adjustment. In the face of future opportunities and challenges, relevant enterprises can only be invincible in the fierce market competition by constantly innovating, keeping up with consumer needs, and improving product quality and service.