China Oral Care Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

China Oral Care Market Analysis

The China Oral Care Market size is estimated at USD 8.14 billion in 2025, and is expected to reach USD 10.10 billion by 2030, at a CAGR of 4.43% during the forecast period (2025-2030).

The Chinese oral care market is experiencing significant transformation driven by changing consumer preferences and digital innovation. E-commerce platforms have become increasingly crucial for market growth, with Tmall Global introducing over 30 new overseas oral care brands to meet growing consumer demand for international products. The digital transformation has led major brands to strengthen their presence on Chinese search engines like Baidu and social media platforms such as WeChat, Xiaohongshu, and Weibo, where consumers actively seek product information and recommendations. This shift in consumer behavior has prompted companies to invest heavily in digital marketing strategies and online distribution channels.

The market is witnessing a notable shift towards premium and specialized oral healthcare products, particularly among younger consumers. Post-90s consumers have demonstrated substantial interest in healthcare and beauty products, with spending growth reaching 51% on Tmall Global. This demographic is increasingly seeking products with specific functions, natural ingredients, and innovative features, driving manufacturers to develop more sophisticated oral care solutions. The trend has led to the introduction of products incorporating advanced technologies, such as artificial intelligence-enabled toothbrushes and specialized whitening solutions.

The rise of health consciousness and preventive dental care has become a significant market driver, with consumers showing increased interest in products that offer multiple benefits. Manufacturers are responding by developing products that combine traditional oral hygiene with additional features such as enamel protection, gum care, and whitening properties. The market has seen a particular surge in natural and organic oral health products, as consumers become more aware of ingredient safety and environmental impact. This has led to the introduction of eco-friendly packaging and natural formulations across various product categories.

The retail landscape for dental hygiene products continues to evolve, with supermarkets and hypermarkets adapting their strategies to meet changing consumer needs. Retailers are implementing multi-format approaches, including the opening of small-format stores in high-tier cities to increase accessibility. Digital upgrading has become essential for store-based retailers, with many implementing self-checkout machines and facial recognition payment options to enhance the shopping experience. The integration of online and offline channels has become increasingly important, with retailers developing omnichannel strategies to provide seamless shopping experiences and maintain competitiveness in the market.

China Oral Care Market Trends

Rising Oral Health Issues and Awareness

The increasing prevalence of oral health issues in China has become a significant driver for the oral care market. According to the World Health Organization, oral diseases pose a major public health challenge, affecting people throughout their lifetime and potentially causing pain, discomfort, disfigurement, and even death. The National Oral Health Epidemiological Investigation in China revealed that a major portion of the population suffers from oral problems, with the prevalence of caries exceeding 50% in all age groups. This alarming situation has led to increased awareness among consumers about the importance of oral hygiene and preventive dental care.

The growing consciousness about oral health has resulted in a significant shift in consumer preferences, with many moving away from economical options toward high- and middle-tiered oral care products. This transformation is particularly evident in the changing lifestyle patterns, where improper diets, including sugar-rich foods, and increased consumption of alcohol and tobacco have made oral health a priority concern. Consumers are increasingly recognizing the long-term benefits of investing in quality oral care products, leading to a surge in demand for premium oral care solutions that offer specialized benefits such as sensitivity protection, enamel strengthening, and gum care. This shift has also spurred interest in teeth whitening products as part of cosmetic dental care routines.

Aggressive Marketing and Advertising by Brands

The oral care market in China is witnessing intense competition in various aspects, including product offerings, technologies, marketing expenditures, pricing, customer service, and digital commerce platforms. Companies are making significant investments in digital marketing strategies, leveraging popular social media platforms and e-commerce channels to reach their target audience. The extensive digital presence of Chinese consumers has prompted brands to establish strong visibility on platforms like WeChat, Tmall, and Baidu, where consumers actively seek product information and reviews before making purchase decisions.

Marketing strategies have become increasingly sophisticated, with brands focusing on specific demographic segments and utilizing innovative approaches to capture consumer attention. For instance, children's oral care products have seen particularly aggressive marketing campaigns, with companies using popular cartoon characters like Marvel to attract younger consumers. Brands like Frog Prince have successfully implemented educational marketing approaches, using their cartoon character in advertising videos to convey dental knowledge and age-appropriate product selection guidance to parents. These marketing efforts extend to social media presence, with brands maintaining active accounts on platforms like Weibo and WeChat Official accounts to engage with consumers and provide product information and oral health education.

Product Innovation and Premium Offerings

The Chinese oral care market is experiencing a significant transformation driven by product innovation and the introduction of premium offerings. Manufacturers are increasingly focusing on developing dental products with natural and organic ingredients, responding to growing consumer awareness about the benefits of such products. The introduction of specialized oral care products, including toothpaste with activated charcoal, active salts, and other innovative ingredients, has created substantial opportunities for both established players and new entrants in the market. These products are specifically designed to address various oral care concerns, from bad breath to sensitive teeth, while appealing to health-conscious consumers.

Technological advancement in oral care products has become another crucial driver, with companies introducing sophisticated electronic devices and smart oral care solutions. The market has witnessed the emergence of powered toothbrushes incorporating artificial intelligence technology, offering personalized brushing suggestions and tracking capabilities through mobile applications. Premium oral care products are also being developed with specific functional benefits, such as alcohol-free mouthwashes that provide better effects on tooth composite restorations' gloss, hardness, color, and wear. This focus on innovation extends to eco-friendly products, with manufacturers investing in natural wax ingredients for dental floss and developing biodegradable oral care products to appeal to environmentally conscious consumers. Additionally, the development of dental devices and dental accessories continues to enhance the market's offerings, catering to both professional dental care and consumer needs.

Segment Analysis: By Product Type

Toothpaste Segment in China Oral Care Market

The toothpaste segment continues to dominate the China oral care market, commanding approximately 52% market share in 2024. This significant market position is driven by Chinese consumers' increasing inclination toward premium products and sophisticated solutions like sensitive toothpaste and cavity-specific formulations. The segment's growth is further supported by a notable shift in consumer preference from conventional to natural oral care products, with growing awareness of the benefits associated with herbal toothpaste containing ingredients like aloe vera, soda, myrrh, eucalyptus oil, plant extracts, and essential oils. Major manufacturers are responding to this trend by developing innovative formulations that are free from toxic ingredients such as parabens, fluorides, and artificial sweeteners, while also focusing on environmentally friendly and more effective solutions.

Mouthwashes and Rinses Segment in China Oral Care Market

The mouthwashes and rinses segment is emerging as the fastest-growing category in the China oral care market, projected to grow at approximately 14% during 2024-2029. This remarkable growth is primarily attributed to increasing consumer awareness about oral hygiene and the segment's evolution beyond basic breath freshening to include therapeutic benefits. The segment's expansion is particularly driven by the rising demand for alcohol-free formulations, which provide better effects on tooth composite restorations while avoiding the drawbacks of traditional alcohol-based products. Manufacturers are capitalizing on this trend by introducing innovative products with natural ingredients, multiple functionalities, and various flavor options, making mouthwashes an increasingly essential part of daily dental cleaning products routines.

Remaining Segments in Product Type

The other segments in the China oral care market include toothbrushes and replacements, dental floss, denture care, and tooth whiteners, each serving distinct consumer needs. The toothbrushes and replacements segment is experiencing significant transformation with the integration of advanced technologies like artificial intelligence and smart features. Dental floss is gaining traction with the introduction of eco-friendly and organic variants, while the denture care segment is expanding due to the growing elderly population. The tooth whiteners segment, though smaller, continues to evolve with innovative at-home solutions catering to increasing aesthetic demands among Chinese consumers.

Segment Analysis: By Distribution Channel

Supermarkets/Hypermarkets Segment in China Oral Care Market

Supermarkets and hypermarkets continue to dominate the China oral care market, commanding approximately 51% of the total market share in 2024. This channel's dominance can be attributed to its extensive retail space that caters to diverse consumer preferences and offers a comprehensive range of dental products. These retail formats provide consumers with abundant choices across various dental supplies categories, creating fierce competition among brands for shelf space visibility. The segment's strength is further enhanced by retailers' adoption of multi-format strategies, with many operators opening small-format stores in high-tier cities to increase market penetration. Modern supermarkets and hypermarkets have also embraced digital transformation, implementing self-checkout machines with facial recognition payment options to achieve contactless shopping experiences, which has helped maintain their market leadership position.

Online Retail Segment in China Oral Care Market

The online retail segment is experiencing remarkable growth in the China oral care market, projected to grow at approximately 9% during 2024-2029. This channel's rapid expansion is driven by several factors including the availability of a wide range of products, competitive pricing, and convenient shopping experiences. E-commerce platforms are attracting consumers through profitable discounts, one-day delivery options, and the ability to compare products and prices easily. The segment's growth is further accelerated by the increasing adoption of mobile shopping and the presence of major e-commerce platforms like JD.com, Suning.com, Alibaba Group, and others. These platforms are continuously enhancing their service offerings through improved delivery networks, customer service, and user-friendly interfaces, making online shopping more appealing to Chinese consumers.

Remaining Segments in Distribution Channel

The other distribution channels in the China oral care market include pharmacies/drugstores, convenience stores, and other retail formats. Pharmacies and drugstores serve as crucial points of sale, particularly for specialized dental cleaning products and those recommended by dental professionals. These outlets maintain an image of product safety and efficacy, making them preferred destinations for health-conscious consumers. Convenience stores cater to the young population's shopping needs with their grab-and-go format and strategic locations. The remaining retail channels, including specialty stores and direct selling, contribute to the market's diversity by offering unique shopping experiences and personalized customer service, though their market impact is relatively smaller compared to the dominant channels.