Multiple factors such as changes in eating habits, accelerating pace of life, and enhanced awareness of oral care among the public have led to the diversification of oral health problems and a corresponding proliferation of oral care product categories. Among these, new types of care products represented by mouthwash are gradually penetrating into people's lives and becoming popular personal care consumer goods.
Frost & Sullivan, in collaboration with the China Dental Disease Prevention and Control Foundation and the Chinese Oral Hygiene Products Industry Association, officially released the 'White Paper on Consumer Trends in the Chinese Mouthwash Industry' (hereinafter referred to as the 'White Paper') on September 19, 2023. The aim is to conduct an in-depth analysis of the current oral care situation of the Chinese people, the development of the mouthwash industry, competitive landscape, future development trends, etc., track the development context of the industry, tap into its potential, analyze the driving factors behind market development, and hope to sort out the current industrial status for participants in the mouthwash industry and reflect future growth trends.
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Pulling one hair and moving the whole body — China has a large base of oral disease patients with complex problems
According to the Health Statistics Yearbook and the Fourth China Oral Health Epidemiological Survey Report, there is a large base of oral disease patients in China, represented by symptoms such as toothache, dental plaque, bad breath, and gum bleeding. In 2021, the total number of patients reached 710 million person-times. The annual compound growth rate from 2010 to 2021 was 5.5%. Among these, the cumulative prevalence rates of oral diseases such as dental caries, periodontal disease, dentofacial deformities, tooth loss, and oral mucosal diseases are as high as over 90% among the social population.
Source: Analysis by Frost & Sullivan
The oral cavity is a heterogeneous environment. Microorganisms within it not only directly participate in the development of diseases in the local and distal organs but also indirectly affect human health through interactions with other human microorganisms. Oral symbiotic bacteria can be detected in atherosclerotic plaques, and the levels of Fusobacterium, Streptococcus, and Neisseria in periodontal pockets are closely related to plasma cholesterol levels. For example, a large number of studies have proven that periodontitis can cause systemic inflammation and immune responses through the microorganisms and their products in the subgingival plaque biofilm, potentially becoming a risk factor for some systemic diseases. Therefore, the balance of the oral ecosystem is of great significance for maintaining human health.
Source: Analysis by Frost & Sullivan
2
The Culprit Behind Multiple Oral Diseases — Oral Microbiota
The reproduction of bacteria in the oral cavity can trigger various oral diseases. For example, common gum bleeding and periodontitis are caused by changes in the structure and function of Gram-negative facultative anaerobes and obligate anaerobes. According to the 'Guidelines for Oral Health of Chinese Residents' released by the China Dental Disease Prevention and Control Foundation in 2019,Dental caries and periodontal disease are two of the most common diseases that endanger the oral health of residents in our country.Treatment is complex, time-consuming, and costly.
Source: Analysis by Frost & Sullivan
Due to various objective conditions such as time and geographical space, the vast majority of people do not clean their teeth after each meal, especially lunch. Food residues and odors may remain in the mouth from lunchtime until a thorough wash before going to bed at night. However, the food residues during evening cleaning have already changed greatly; they are no longer the same as those from lunchtime.
Many people do not realize the importance of promptly cleaning food residues after meals—“I brush my teeth twice a day and use the most scientific brushing method, so why do I still have problems with my oral health?”
If you don't rinse your mouth promptly after eating, a large amount of food residue will undoubtedly remain, providing ample nutrients for bacteria. This leads to the proliferation of bacteria, and the physical environment within the mouth—such as temperature, humidity, and pH value—is precisely the optimal medium for bacteria. As a result, bacteria will form early dental plaque on the tooth surface within 1 to 2 hours, and within 12 hours, it will develop into visible plaque. Over time, it is not surprising that oral problems arise.
Source: Analysis by Frost & Sullivan
The control methods of dental plaque are divided into two main categories: mechanical and chemical. Mechanical methods mainly remove plaque from the oral cavity through physical and mechanical means, such as brushing teeth and using dental floss or toothpicks. However, in fact, brushing teeth can only remove about 45% of the plaque, leaving the plaque remaining in the pits and fissures and interdental spaces still unremoved. Chemical methods involve the use of various antibiotics (such as tetracycline, penicillin, etc.), surfactants (such as chlorhexidine), phenolic compounds, heavy metal salts, enzyme compounds, and natural products (such as tea polyphenols) for cleaning. According to research in 'Oral Health and Care Prevention', effective mouthwash can reduce bacteria between teeth by 44%, reduce bacteria causing bad breath by 90%, and reduce plaque by 56%.Therefore, the effect of using only physical methods such as brushing teeth to remove dental plaque is quite limited. It is necessary to use mouthwash and other methods as a supplement for deep cleaning to maintain oral health.
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Mouthwash has emerged as a force in the oral care products market
According to the consumer survey of oral care products conducted by Frost & Sullivan, toothpaste and toothbrushes are the most important categories of oral care products in China. Residents have developed a good concept of using these products. In recent years, with the popularization of oral health concepts, residents' health awareness has improved, and mouthwash has gradually entered the daily care routine of Chinese residents.
Gargles can be classified into aqueous solutions, concentrates, and powders based on their form. Among them, aqueous gargles can be further divided into medium and large bottles (250~500mL), small bottles (30~100mL), and portable bottles (10~15mL) according to their packaging. Portable gargles have a rich range of usage scenarios, covering social settings such as home, office, travel, and dating. Gargles are composed of antibacterial ingredients such as chlorhexidine, CPC, and DMDM. In addition to deeply cleaning the mouth and reducing dental plaque, they can also act on volatile sulfur compounds (VSCs) and other odorous substances, thereby improving physiological and pathological bad breath.
Source: Analysis by Frost & Sullivan
The overall market for Chinese mouthwash has grown from 2.43 billion yuan in 2017 to 4.03 billion yuan in 2021, with an annual compound growth rate of 13.4%. As the penetration rate of mouthwash products continues to increase, it is estimated that by 2026, the overall market size for mouthwash will reach 7.22 billion yuan.The value of strip-packaged mouthwash reached 480 million yuan in 2021, and it is expected to grow to 2.28 billion yuan by 2026, with an annual compound growth rate of 36.6%. The development momentum of portable strip-packaged mouthwash is particularly strong.
According to a survey by Frost & Sullivan on consumers of mouthwash, high-income and highly educated groups mainly comprising office white-collar workers and professional technicians aged 25 to 40 are the main consumers of portable mouthwash. Their main motivation is toStrong fresh breath ability, comfortable taste, good cleaning effect, convenient to carry, and high cost performanceConsidering multiple advantages, I chose portable mouthwash, andOver 90% of consumers gave positive feedback.
Source: Analysis by Frost & Sullivan
4
The five major development trends of mouthwash in the future
Source: Analysis by Frost & Sullivan
Efficiency first
Regarding the issue of bad breath that troubles residents, up to 79.9% of respondents believe that inadequate oral hygiene is the main reason for bad breath. The impact of bad breath on life is not only physical; it can lead to oral diseases, reflect sub-health or illness, and more importantly, it affects residents' social life, reducing social confidence. Therefore, consumers favor mouthwashes with multiple functions such as freshening breath, cleaning and antibacterial properties, and preventing and improving oral diseases.
Mild and non-irritating
Although traditional mouthwash has a good cleaning function, long-term use of alcohol-based mouthwash can lead to damage and thinning of the oral mucosa, causing dry mouth and other problems. It can also increase the number of harmful bacteria such as Neisseria, thereby disrupting the oral microecology. As a result, zero-alcohol mouthwash with a mild taste and low irritation has gradually become popular among consumers.
Maintain the microecosystem
The oral microbiota is a complex and complete ecosystem that harbors about 700 different microbial species, including bacteria, viruses, fungi, mycoplasma, etc. As people become more mindful of their teeth, ingredients such as probiotics, baking soda, and enzymes are gradually integrated into oral products. Mouthwashes with soothing effects have quickly gained consumer recognition.
Diverse flavors
Although mint flavor is the most classic taste in mouthwash and oral care products, with its refreshing effect highly favored, many products with spicy and stimulating tastes deter consumers. However, mouthwash with a fruity aroma has a sweet and soft taste upon ingestion without any irritation, making it increasingly popular among young consumers.
Source: Analysis by Frost & Sullivan
Portable
In addition to convenience, most consumers choose portable mouthwash because it can be used and discarded immediately in various scenarios such as business trips, travel, appointments, and after meals to maintain oral cleanliness.
5
BOP Popularity Research: Portable fruity mouthwash is very popular
Looking at the Chinese mouthwash market, although foreign-established brands still dominate and the top players have a high concentration of market share, more and more local brands are continuously strengthening brand building and improving marketing strategies. We can see that some local brands are already slowly rising with commendable market achievements. Moreover, as China's urbanization rate increases and the average national consumption level rises, the mouthwash market will gradually penetrate from first-tier cities to second and third-tier cities. In addition, the unique high efficiency and low-cost advantages of online marketing have also led more mouthwash brands to use new media channels for product promotion and private domain traffic maintenance. For example, BOP (Bo Pop) is a local mouthwash brand from Shanghai. From December 2021 to November 2022, its retail sales of tube-packed mouthwash reached 240 million yuan, showing very outstanding market performance.
In line with the personalized needs of oral care in China, BOP Pop has developed a rich range of oral care products, aiming toGood taste, high comfort level, and convenient to carryWhen these features are favored by consumers, according to a consumer survey (N=614) of the portable mouthwash market conducted by Frost & Sullivan, BOP Popularity has currently ranked first in terms of consumer satisfaction.
Source: Analysis by Frost & Sullivan
The achievements made today are inseparable from BOP's efforts in marketing, channels, and products. Online, BOP has seized the needs of Generation Z and emerging white-collar workers with "social demands" and a fresh vibe, collaborating with lifestyle bloggers to spread knowledge about mouthwash categories for precise marketing and mental cultivation, quickly gaining popularity. Offline, BOP understands the art of packaging and display, providing high-value product combinations that successfully attract consumers' attention. At the same time, BOP strictly regulates its distributor system, safeguarding the interests of distributors while promoting a healthy market cycle.
Source: Analysis by Frost & Sullivan
In terms of taste, BOP has catered to the current trend of diversification and trendy flavors by launching mouthwash with beverage-like flavors such as rose litchi, succulent hibiscus, passion fruit bubblegum, and white peach oolong, providing a better product experience for young consumers.
In terms of ingredients, unlike traditional mouthwashes that primarily use alcohol as an antibacterial component, BOP mouthwash adopts a zero-alcohol, zero-sucrose Bio-Fresh probiotic compound formula. It also includes mild antibacterial agents such as Dymista, which are gentle and non-irritating.
On the packaging, BOP has introduced a new packaged version of mouthwash, breaking through with its small size and portability, expanding the usage scenarios for mouthwash and successfully capturing market attention.
