China’s Toothpaste Industry Report
2 min readChina’s toothpaste industry has a big market capacity.Since the late 1990s，its market capacity has maintained a growth of 5%per year，maintaining a steady change in quarters within one year.By the year of 2004，the Chinese oral cleaning marke scale has achieved a scale of 7 billion Yuan.In 2005，the toothpaste sales in Chinareached a scale of 4 billion units（65g/units）.By the year of 2010，the number will have reached 4.5 billion tubes.Currently the brand structure of the Chinese toothpaste market falls into four groups:The first group consists of the foreign and joint venture strong brands，including Colgate，Crest，Zhonghua，Black Man；The second group is Chinese native traditional leading brands，including Liangmianzhen，Tianqi，Heimei，Lengsuanling，Blue Sky，etc.；The third group consists of the new powerful brands，including LG Bamboo Salt，Nice，Yongnan（Shushuang），etc.And the fourth，the 3rd and 4th grade brands are mostly the extension of the product lines of medium or small toothpaste companies or daily chemical enterprises/groups.Though they have some impact on regional markets，yet have little influence on the whole industry.
From the view of the regional structure，in the urban market，the toothpaste products are developing towards top level.In the rural market，the sale of the products at low prices will rise promptly.After brands of the first group have occupied the urban market，the marketing focus began to incline towards the rural market.From the view of the price structure，the foreign brands of the first group began to penetrate into the low-end price from the high-end price.The Chinese native brands of the second group began to counterattack from the low-end price to the medium-to-high end price.At present，the Chinese native brands of the second and the third group are approaching success during the counterattack in the medium-to-high end market.Another round of reshuffle will urge the change of the current market structure and the Chinese native brands will emerge in the first group.
From the view of the product structure，the functional and medicated toothpastes stand in the dominant position.From the view of the taste structure，salt taste is the biggest hotspot in the market.LG bamboo salt is the most popular one，followed by Crest and Colgate.
