Asia-Pacific Oral Care Market Outlook, 2028

Oral care in Asia Pacific witnessed higher growth than all other regions due to key countries such as China, India, Japan, and South Korea. There was increasing demand for products tailored for sensitive teeth and gum health, as well as herbal and traditional products, leading to higher unit prices. Rapid urbanization and the penetration of international brands in emerging markets also contributed to stimulating volume sales as more consumers undertook regular oral hygiene. Amidst the healthy living trend and the positive economy, Asian consumers are more concerned about the prevention of oral health problems than treatment. Oral care has benefited from increased awareness of the importance of brushing teeth on a regular basis, as well as increased demand for specific oral care products for sensitive teeth or gum health. A survey conducted in India revealed that only 51% of the Indian population brushes their teeth with toothpaste and a toothbrush, but with the increase in awareness and economy of the country, the consumption of oral care products is also increasing.

According to the report, "Asia-Pacific Oral Care Market Outlook, 2028," published by Bonafide Research, the market stood at USD 17.37 Billion in 2022. The increasing purchasing power of the Asia-Pacific population, coupled with the convenient and effective attributes associated with the usage of mouthwashes, has been driving market growth in the region. Moreover, recommendations from dentists and endorsements by dental associations have also helped end users adopt mouthwash and are further expected to boost the growth of the market. Many major and local players, such as Elder Pharmaceuticals, are trying to enter the mouthwash segment with mouthwashes based on natural ingredients like aloe vera, green tea, and probiotics. Oral health care products in India are mainly driven by ayurvedic or natural ingredient products. All the major companies in India are selling Ayurvedic Revolution products. Amway, an American corporation, has, for example, launched new Glister herbal toothpaste in India, which is enriched with 11 herbal ingredients.

The market is expected to witness rapid growth during the forecast period due to growing concerns and awareness about dental hygiene. The rising prevalence of dental caries, periodontal disease, and other dental diseases, especially among the aging population, are key factors fueling the growth of this market. Furthermore, changing lifestyles and the growing trend of fast foods are leading to severe dental issues, which is creating the need for oral care products that provide targeted solutions. Developing countries like India, China, and Malaysia are witnessing a rise in their consumer bases due to high disposable incomes, which is acting as a major driver for the oral care market growth. Oral care products in Asia-Pacific are mainly distributed through independent grocers in emerging markets and modern channels such as hypermarkets and supermarkets in developed countries. Internet retailing and direct selling remain niche channels in many markets, except China, where online sales have seen sharp growth thanks to internet retailers such as Alibaba, JD.com, and Suning.com.

Moreover, increasing expenditure on healthcare and governments’ focus on creating dental hygiene awareness, especially in rural areas, are giving a boost to the oral care market's growth. Various awareness campaigns and programs being held by the government and health organizations to educate people about the importance of dental hygiene are providing major support to the oral care market. The region's rising living standards have increased the demand for expensive oral care products. Manufacturers are also launching innovative oral care products with the help of the latest technologies. The introduction of products such as electric toothbrushes and dental floss is gaining traction in the Asia-Pacific market. Recent market trends are witnessing a growing inclination among consumers towards personal grooming and teeth whitening, which is expected to provide huge growth opportunities for oral care product manufacturers. However, the Asia-Pacific oral care market is also experiencing some restraints. Lack of awareness about oral hygiene in rural areas and the high cost of some specific products are expected to limit the growth of this market.

Based on product, the market is categorized into toothpaste, toothbrushes, mouthwash, and dental accessories and ancillaries. Here, the toothpaste segment accounted for the largest market share until 2022. However, owing to growing awareness about the convenient and effective attributes of mouthwashes and recommendations from dentists, the segment is expected to undergo the fastest growth through 2028. Based on the distribution channel, the Asia Pacific oral care market is segmented into hypermarkets and supermarkets, convenience stores, retail pharmacies, dental dispensaries, and online. Among them, hypermarkets and supermarkets registered the fastest growth until 2022. However, with a booming e-commerce industry in the region, the online segment is anticipated to witness high growth during the forecast period.
Due to the introduction of advanced products like electric and battery-powered toothbrushes in the market, demand for such products keeps on increasing. These products have additional benefits like total deep cleaning, daily cleaning, whitening, tongue cleaning, and massaging. These products are contributing to the better oral health of their users. Special toothbrush designs for adults and children are available on the market to fulfill individual needs. For example, companies like Realme and Xiaomi will launch electronic toothbrushes in India in 2020.

Dabur, Lion Corporation, and others are the domestic brands of toothpaste in Asia. They are focused on increasing their penetration in the regional market by introducing more products to the market. For example, in the past few years, domestic consumer goods brands have increased their market share by more than 50 basis points to 13%. In addition to it, the continuously increasing population and increasing disposable income of the people in this region have boosted demand for different varieties of toothpaste among consumers. Thus, it is expected that toothpaste demand will steadily increase in China, India, and the rest of Asia.

Covid-19 Impacts:
The proliferation of COVID-19 cases led to the government's declaration of lockdown. The transmission of the disease was high during the first quarter of 2020. COVID-19 has been identified in Wuhan, China, spread throughout the Asia-Pacific region and kept many lives at risk. The economy has been negatively affected. The transportation ban has led to disruptions in the oral care product supply chain. However, following the relaxation of restrictions during the lockdown, the oral care market has gained traction. The number of oral care patients has increased, and the demand for oral care products such as toothpaste and toothbrushes has increased enormously. The market structure has changed completely. Manufacturers in the industry have expanded their production capacity to produce more products for people's and hospitals' needs. The market is expected to increase its growth during the forecast period.

Major Companies present in the market:
Johnson & Johnson, Procter & Gamble Co., Unilever, GlaxoSmithKline Plc., 3M Company, Henkel AG & Co. KG Aa, Koninklijke Philips N.V., Colgate Palmolive Co., Reckitt Benckiser Group Plc., kao Corporation, Amway, Church & Dwight Co. Inc., Patanjali Ayurved Ltd., Lion Corporation, Dabur India Ltd., Sunstar Suisse S.A., The Himalaya Drug Company, Ultradent Products

Considered in this report
• Geography: Asia-Pacific
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Asia-Pacific Oral Care market with its value and forecast along with its segments
• Country-wise oral care market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• China
• Japan
• India
• Australia
• South Korea
• Indonesia
• Singapore
• Thailand

By Product
• Toothpaste
• Toothbrushes & Accessories
• Mouthwash/Rinses
• Dental Products & Accessories/Ancillaries
• Dental Prosthesis Cleaning Solutions
• Others

By Distribution Channel
• Supermarkets & Hypermarkets
• Convenience stores
• Pharmacies
• Online stores
• Other distribution channels

By Age Group
• Adults
• Kids
• Infants

By Application
• Home
• Dentistry

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Oral Care industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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