2021 tmall oral care consumption trend insight white paper From Cbndata & tmall

The following is the 2021 tmall oral care consumption trend insight white paper From Cbndata & tmall recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.

Portable mouth spray, toothpaste added with probiotics, children’s electric toothbrush that can tell stories… The consumption upgrading of oral care has been particularly prominent in the past two years. In addition to basic cleaning, people also have higher and higher demand for various effects such as tooth whitening and fresh breath.

On September 19, cbndata and tmall jointly released the 2021 white paper on tmall oral care consumption trend insight. Relying on cbndata consumption big data, cbndata gave an overview of the development status of oral care industry, insight and analysis of the portraits and characteristics of consumer groups, and summarized the new trend of oral care consumption from the four dimensions of appearance, category, scene and ecology.

The online dental market is growing rapidly   Fresh breath and whitening

According to the cbndata white paper, oral problems have become a major health problem. According to the fourth national oral health epidemiological survey, the awareness rate of residents’ oral health knowledge was 60.1%, and 84.9% had a positive attitude towards oral health care. With the promotion of oral health policy and the strengthening of national oral health care, the scale of China’s oral care industry continues to increase.

Compared with South Korea, the United States, Japan and other countries, China’s per capita oral consumption expenditure is low, but the growth rate is particularly prominent, showing a huge consumption growth potential.

The consumption scale of the online oral market has also expanded rapidly. The data show that tmall platform dominates Amoy platform, and its proportion has increased year by year. It has exceeded 70% in 2021. Among them, the increase in the number of buyers, purchase frequency and pen unit price are the main driving factors.

Compared with new customers, the retention proportion of old customers has increased, and the growth rate is significantly higher than that of new customers. Among them, the proportion of non instrument old customers belonging to FMCG is as high as 50%, while the number of new customers accounts for a larger proportion of instruments belonging to durable goods because the re purchase cycle of consumers is relatively long.

In terms of the specific needs and sub categories of oral care, fresh breath, whitening and yellowing have become the most concerned oral care efficacy of consumers. Electric toothbrush and toothpaste are the core categories with a high consumption scale, while more advanced oral care products such as dental floss and mouthwash show a high consumption growth rate and become the trend category of the industry.

In addition, children’s oral care has attracted much attention with a consumption growth rate of 1.2 times of the overall market. According to cbndata’s white paper, the scale of tmall platform children’s oral care market is expanding year by year, and the customer unit price and piece unit price are increasing, and the consumption upgrading trend is significant. Besides the basic categories such as electric toothbrushes and toothpastes, children’s mouthwashes, dental floss, oral cleansers and other categories also showed explosive growth.

Children’s oral care focuses on stages. For infants aged 0-6 with swallowing habits, safety is the primary consideration, while for children aged 6-12, the needs of moth prevention and tooth fixation are more concerned. In order to enable children to develop the good habit of brushing their teeth, brands also have their own tricks to innovate products around “fun”, such as children’s electric toothbrushes that can tell stories or simulate “playing strange”. The growth rate of interesting children’s oral care products has exceeded 7 times.

Luxury beauty market accounts for the largest proportion   Town trendsetters prefer “krypton gold” for oral cavity

Among the consumer groups in the oral care market, the consumption of women, generation Z and urban people is more prominent. According to the cbndata white paper, women’s consumption accounts for more than 70%, and the consumption proportion of post-95 people has increased year by year. At the urban line level, the consumption scale and growth rate of first and second tier cities are relatively high, becoming the main consumption force in the oral care market.

The consumer groups are subdivided according to age, urban line level and purchasing power. The luxury beauty and backbone markets with high purchasing power account for more than 40% and 30% respectively, becoming the core consumption force of the oral care market, while the young market aged 18-25 has become the driving force of the industry with a growth rate of more than 40%.

From the perspective of customer unit price and purchase frequency, trendsetters in small towns in fourth tier cities and below are more willing to “krypton gold” in the oral care market with relatively high purchasing power, and the growth rate of customer unit price is prominent; The consumption frequency of the young market increased significantly. Different groups also have different pursuit of efficacy. Luxury beauty market and backbone market face problems such as oral ulcer and gingival atrophy, and prefer professional advanced oral care products such as dental floss; The young market pays more attention to the effects of whitening, yellowing, sterilization and fresh breath. The products prefer electric toothbrush, dental paste, mouthwash, etc.

Members prefer to place orders during the promotion period   Member operation becomes the key to success

According to cbndata’s white paper, the number of members in the oral care market accounts for nearly 15%, while the consumption scale accounts for more than 20%. Its customer unit price and purchase frequency are also significantly higher than those of non members, and tend to buy more different categories. With high consumption power, members have become the focus of oral care brand merchants.

Among them, women, the light mature generation after 85-95 and consumers in first and second tier cities have more membership awareness. Compared with the non promotion period, members are more willing to place orders on major promotion festivals such as new year’s festival, March 8th Festival and 618, and the proportion of consumption scale is higher than that of non members. No matter whether it is in the promotion period or not, members have a significant preference for electric toothbrushes. During the promotion period, members prefer to buy toothpaste, and during the non promotion period, they prefer dental stickers.

From category to scene   Four new trends of oral care consumption

With the in-depth development of the oral care market, the appearance, function and concept of oral care products are undergoing upgrading. The industry gradually presents four major trends: appearance bonus, category innovation, scene competition and ecological establishment.

1. Generation Z loves high appearance. Color, IP co branding and star endorsement are the three elements

Under the face value economy, the search heat related to “high face value” in the oral care industry has also increased significantly. Generation Z pays more attention to the face value of products than the whole. Color, IP co branding and online Red / star endorsement are the three elements that highlight the beauty of oral care products: black, white and pink are the most popular in color; Among the joint IP, crayon Xiaoxin is very popular; At the same time, the endorsements of stars such as Xiao Zhan and Wang Yibo are also most popular with consumers.

2. Oral care category innovation, new form, composition and taste to create new experience

In terms of category, the innovation of composition, form and taste injects new vitality into the oral care market. According to cbndata’s white paper, probiotics, baking soda, enzymes and other components are gradually integrated into oral products, among which hyaluronic acid, amino acids, probiotics and other components show a high growth rate, attracting market attention. Among consumer groups, luxury market and young market favor these new ingredients most.

The innovation of shape and texture continues to break through the category boundary and bring consumers a new oral care experience. For example, toothpaste can be pressed by pump or bottle, and its shape is not limited to solid, but also liquid; Mouthwash can be packed in an independent test tube or in a jelly cup; Oral spray can be either electronic vapor or lipstick.

The emergence of colorful tastes also solves the pain points of consumers for the poor taste of mouthwash and oral fresheners, such as fruit flavors such as peach and lime, plant extract flavors such as cherry blossom and mint, as well as novel flavors such as mojito and cola.

3. Portability and intelligence have become the main new scenes, and lovers and families have their own social attributes

According to cbndata’s white paper, among the oral care segmentation scenarios, the consumption scale of portable and intelligent scenarios is high, and portable products such as strip mouthwash and small tooth flushing device are welcomed by many consumers.

Oral care products such as lovers’ models, family models and parent-child models have also attracted attention. Among them, the post-95 generation prefers lovers’ models, the older generation prefers family models, and the young post-85-95 Bao parents are fans of parent-child models. Oral care has also been given more social attributes in different consumption scenarios.

4. Open up multiple channels to build a new ecology of oral care

Finally, driven by the digital economy and new retail, the oral care market is gradually building a new ecology of oral care. From online oral health monitoring and other intelligent experiences, to online purchase channels and online and offline integrated localized services, the oral care industry is entering a new stage of development around “products + services”.

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