Boston, MA -- (SBWIRE) -- 06/16/2014 -- Oral care registered a slight decrease in value growth from 10% in 2012 to 9% in 2013, yet was still fuelled by strong consumer demand. The effectiveness of alleviating the pain of bleeding gums and periodontitis was highlighted by consumers when buying toothpaste and dental floss. Oral hygiene was another key driver behind value growth in toothpaste and mouthwashes/dental rinses in 2013. The integration of two or three functions such as anti-allergic, teeth protection, teeth whitening and breath refreshing illustrated the further segmentation trend in toothpaste. Power toothbrushes provide consumers with a superior user experience, which is in line with consumers' interest in maintaining higher living standards.

Competitive Landscape

Procter & Gamble (Guangzhou) Ltd led oral care with retail value sales of RMB4,821 million in 2013. Crest remained the leading toothpaste brand, though its value sales increased by only 2% in 2013 because of extensive competitions from brands in oral care targeted at sensitive functions such as Yunnan Baiyao. According to industry sources, Procter & Gamble maintained a high profile among Procter & Gamble's distributors, as the company regulated them to only market Procter & Gamble's products. Thanks to the large consumer base that Procter & Gamble has previously established, the multinational is unlikely to lose its leadership of the oral care industry.

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Industry Prospects

Oral care is expected to see a constant value CAGR of 7% over 2013-2018, as demand for oral care products is expected to remain healthy. Fuelled by higher disposable incomes and rising personal hygiene awareness, high-end products with integrated functions will achieve robust growth over the forecast period. Value share for companies with brands that focus of sensitive properties is also predicted to continue to increase. Domestic brands such as Tian Qi, Liangmianzhen and Maxam are likely to lose some of their consumer base, as sales decline due to weak marketing and new product development.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in China market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products

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