Oral Care Market in Asia Pacific

APAC Oral Care Market Analysis

The Asia-Pacific Oral Care Market is expected to register a CAGR of 8.5% during the forecast period.

The growing concerns about dental health and increasing expenditure on personal care products have led to a growth in the market for high-end products. Also, awareness regarding oral hygiene as well as dentist recommendations has proved beneficial to the market growth. Additionally, there is a significant increase in awareness about oral care products used as preventive measures to avoid oral health risks. The growing prevalence of oral diseases and periodontal diseases, such as gingivitis, dental plaque, and bleeding gums, promotes the demand for various oral care products among consumers. The demand for oral care products in the Asia-Pacific region is being driven by the increased prevalence of various dental issues like tooth decay, breastfeeding caries, and tooth sensitivity. For instance, according to World Health Organization (WHO) research, early childhood caries is a widespread issue with a prevalence range of 60 to 90%. Increased consumer demand for special oral care products meeting targeted solutions among Asians has fueled the market demand. Rising disposable income and growing concern for dental care has triggered the demand for expensive oral care products. Toothpaste remains the leading segment in the oral care market which is mainly driven by the essential need for dental cleaning.

Moreover, the dense population of countries such as China and India is another factor supplementing the consumption of oral care products in the region. Long-term market growth is predicted to be fueled by trends like modern parenting, which is supported by easier access to childcare services and goods, consumer awareness campaigns run by leading companies, and government initiatives to improve children's health and well-being. For instance, in 2022, the Annual Meeting of the China Stomatological Association (CSA) was held along with the leading trade expo, the China Dental Show that feature brand and product marketing, ongoing education, trade negotiations, and equipment procurement, presenting goods and services from every link in the oral health value chain.

APAC Oral Care Market Trends

Deterring Oral Health among Population

The rapidly changing lifestyles and improper diets, including sugar-rich diets, and the increased consumption of alcohol and tobacco, have made oral health one of the major public health problems. According to the World Health Organization, oral diseases pose a major issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. The consumers in China had severe caries and poor periodontal conditions, and the prevalence of caries was above 50% in all age groups. Moreover, with the increased expenditure on oral healthcare, consumers across the country have started taking preventive measures, which, in turn, has increased the demand for effective oral care products, including toothbrushes, toothpaste, tooth powders, and creams, along with gum-health lotions. Furthermore, consumers across the region have started to pay immense attention to maintaining their oral health, which has led to an increase in the demand for oral care products. Additionally, according to the most recent figures released by the Australian Dental Association in October 2022, 1 in 3 children between the ages of 5 and 6 have tooth decay in a baby tooth by the time they are 5 years old. In response to the rising prevalence of poor oral health among the population, the Australian government introduced the "National Oral Health Plan 2015-2024." As a result, the market for oral care is expanding due in large part to the rising prevalence of dental problems, changing parental preferences, and expanding government initiatives to raise oral health awareness.

China to Foster Asia Pacific Oral Care Market

The continuously growing population, coupled with an increase in household income levels, has boosted the consumption power of consumers. Thus, the demand for oral care products is steadily rising in China. The growing concerns about dental health and increasing expenditure on personal care products have led to a growth in the market for high-end products. Also, awareness regarding oral hygiene as well as dentist recommendations has proved beneficial to the market growth. Additionally, there is a significant increase in awareness about oral care products used as preventive measures to avoid oral health risks. The growing prevalence of oral diseases and periodontal diseases, such as gingivitis, dental plaque, and bleeding gums, promotes the demand for various oral care products among consumers. With the improvement of living standards and the increasing emphasis on oral care, toothpaste has received more attention as an essential daily necessity. Investment in high-end Chinese medicine toothpaste products has broad prospects for research and development. Additionally, Chinese people are spending a lot of time on social media to obtain information about products and brands, and suggestions from other people regarding particular products. Therefore, companies are increasing their brand awareness on social media and discussion forums, like Zhihu, Weibo, Xiaohongshu, and WeChat which are increasingly important for Chinese consumers.

APAC Oral Care Industry Overview

Asia-Pacific oral care market is consolidated and holds a strong prevalence of global companies. Key players are launching products with natural benefits and heavily investing in promotional and marketing of respective launches. Some of the major companies dominating the regional market are Procter & Gamble, Colgate-Palmolive Company, GlaxoSmithKline plc, Pigeon Corporation, and Unilever plc. These players focus on leveraging opportunities posed by emerging markets to expand their product portfolios to cater to the requirements for various applications, especially gum and plaque issues and sensitivity or pain relief.

APAC Oral Care Market Leaders

APAC Oral Care Market News

• In April 2022, to launch a new electric toothbrush, Colgate partnered with Shopee, one of the leading online shopping platforms in Southeast Asia and Taiwan. The company claims the product has four cleaning modes: squeaky clean, sparkle, gum care, and night spa. This product is only available online in five markets - Singapore, Malaysia, Thailand, Vietnam, and the Philippine
• In June 2021, Unilever PLC introduced entirely recyclable tubes in two of India's most popular oral care products. The company claims that in its quest to achieve 100% sustainability in the oral care market, it has chosen EPL Limited (formerly known as Essel Propack Limited), the largest specialty packaging manufacturer in the world. For Unilever's toothpaste division, EPL will provide Platina Tubes that are entirely recyclable and APR-approved. By 2025, Unilever's oral care brands, including Signal, Pepsodent, and Closeup, will be 100% recyclable thanks to this agreement.
• In May 2021, Albéa Group partnered with GlaxoSmithKline Consumer Healthcare (GSKCH) to launch fully recyclable toothpaste tubes using its proprietary Greenleaf 2 laminate tube technology across GSKCH's global oral health brands, including Sensodyne, Parodontax, and Aquafresh.