Undergraduate Chinese show more concern for oral hygiene: Report

Undergraduates in China are more concerned about their oral hygiene compared to other educated groups, finds a new report by UKI-based research firm Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Oral Hygiene Market in China, 2011’, undergraduate Chinese account for more than half of the country’s oral hygiene market at 55%, followed by those with higher education under post secondary level at 14%.

Changing age structures has emerged the leading trend in China in driving the overall consumption of oral hygiene products in 2011.

About 33% of the consumers stated that changing age structures influenced their consumption, while more than 32% of them cited changing lifestages and 31% were impacted by the trend towards better value for money.

Among the industry segments, changing life stages had influenced dental floss and mouthwash, while quality seeking trend influenced toothbrushes & replacement heads and better value for money drove toothpaste market.

Chinese oral hygiene market is still to experience increased penetration of private label products, with the branded ones maintaining around or above 90% across all the four segments.

Pre-mid-lifers of China held the leading market value share at 20%, while affluent consumers have accounted for 29%, managing a slight edge over moderate income and hard pressed wealth groups, each recording around 28%.

People in China, with more than seven hours of leisure time, have topped the charts during 2011 with about 38% of market value share.

Canadean also provides retailer volume in China by category of organized retail and the levels of retailer switching in the second half of 2011.

Click here for more details of the report.