According to a survey by Forbes, oral education has come a long way in China over the past decade, especially in primary schools. However, the incidence of dental caries and periodontal disease is over 60%, and the treatment rate is only 3%. Therefore, we believe that the development potential of the mainland oral care industry is huge.
Through long-term research and observation, we have summarized three major trends in China's oral consumption market:
1. The orthodontic market has a tendency to turn from juvenile to adult.
2. Dental implant market is expected to become the biggest growth point in the oral consumption market at this time.
3. With the increasing emphasis on oral care in the mainland, we believe that oral prevention will become more important than oral treatment. So the market for oral care will grow dramatically in this decade.
1. Orthodontic Market
In the past, we thought that the main group of orthodontic teeth was teenagers, but in recent years we have seen that the proportion of orthodontic teeth in adults is getting higher and higher.
According to a new study from KPMG, the rate of orthodontic growth in adults has reached 30 percent over the past decade, compared with 10 to 20 percent a decade ago. In the areas of jiangsu and zhejiang provinces and the regions with more developed economies, the adult orthodontic rate can reach 40-50%.
2. Dental implants.
Note: the age of middle-aged people in China is defined as 35-44 years old; The age of the middle-aged in the United States is defined as 35 to 49 years old. This is because China and the United States have different definitions of age for older people, which does not affect the comparison of the data.
The dental implant market has grown very strongly in the past few years. According to a study by the Hong Kong Trade Development Council (HKTDC), the missing rate of teeth in the elderly in the Mainland is very common. Under normal circumstances, our teeth are 32.
Looking at the above chart, the average number of teeth retained by the 35-44 age group in China is 29.4, but when we have dental problems, the treatment rate in this area is only 11.6%. For those 65 to 74 years old, the average number of retained teeth decreased by only 20, and their repair rate was relatively high, but there was no more than half, only 42.6%.
3. Oral prevention
All along, China is not a country that attaches great importance to oral care. China's annual per capita oral personal care consumption is only US$2.7, which is far lower than other consumer countries with oral cleaning products.
The 2.7 US dollar is only equivalent to 13% of the annual consumption of American oral personal care and 18% of Japan. Therefore, we can see that there is a big gap between China and other advanced oral care countries.
Research shows that there are more than 80 diseases in the human body that are related to dental problems. For example, cardiovascular and cerebrovascular diseases, type B diabetes, pregnancy complications, pneumonia, osteoporosis, and rheumatoid arthritis.
We feel that more and more attention has been paid to oral care since the 1980s and the 90s. Chinese consumers are also paying more and more attention to oral care. Now, after 80s and 90s, income will be used mainly for two expenses: oral care and physical exercise.
Recently, a well-known daily chemical company launched a toothpaste for the Chinese market with a price of up to 159 yuan, setting the price for toothpaste in the mainland. 159 yuan is probably 8-10 times the price of similar products. Therefore, from this perspective, we can see that the Chinese people have gradually turned to the “precaution is more important than treatment” thinking mode.