Synopsis

This report provides the results for the Oral Hygiene market in China from Canadean’s unique, highly detailed and proprietary study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Oral Hygiene market in China face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Oral Hygiene market in China they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.
This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

Detailed category coverage is provided, covering the Dental Floss market, the Denture Care market, the Toothbrushes and Replacement Heads market, the Toothpaste market and the Breath Freshners (non-confectionery) market.
Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.
Detailed brand and private label category shares for 2011 for each product category
Unique retailer choice and switching data at the product category level for 2011

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their childrens behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Oral Hygiene Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Breath Fresheners (non Confectionery)
2.2.2 Dental Floss
2.2.3 Mouthwash
2.2.4 Toothbrushes & Replacement Heads
2.2.5 Toothpaste
2.3 Behavioral Trends and Market Value
2.3.1 Breath Fresheners (non Confectionery)
2.3.2 Dental Floss
2.3.3 Mouthwash
2.3.4 Toothbrushes & Replacement Heads
2.3.5 Toothpaste
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Breath Fresheners (non Confectionery)
3.1.2 Dental Floss
3.1.3 Denture Care
3.1.4 Mouthwash
3.1.5 Toothbrushes & Replacement Heads
3.1.6 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes & Replacement Heads
3.2.6 Toothpaste
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes & Replacement Heads
4.2.6 Toothpaste
5 The Share of Consumers influenced by Trends
5.1 Trend Drivers of Consumers Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Breath Fresheners (non Confectionery)
5.1.3 Dental Floss
5.1.4 Denture Care
5.1.5 Mouthwash
5.1.6 Toothbrushes & Replacement Heads
5.1.7 Toothpaste
6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral Hygiene Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
6.3.1 Share Growth by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share by Category
7.1.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
7.1.2 Retail Share by Volume - Dental Floss
7.1.3 Retail Share by Volume - Denture Care
7.1.4 Retail Share by Volume - Mouthwash
7.1.5 Retail Share by Volume - Toothbrushes & Replacement Heads
7.1.6 Retail Share by Volume - Toothpaste
7.2 Levels of Retailer Switching in the Last Six Months
7.2.1 Matrix of Switching Behavior in Last Six Months of 2011
7.2.2 A-Best Supermarket Co., Ltd Switching analysis
7.2.3 Carrefour China Switching analysis
7.2.4 Dashang Group Switching analysis
7.2.5 Metro Cash & Carry Switching analysis
7.2.6 New Cooperation Joint-stock trade chain CO., Ltd. Switching analysis
7.2.7 Tesco China Switching analysis
7.2.8 Trust Mart Switching analysis
7.2.9 Wal-Mart Super center, China Switching analysis
7.2.10 Wuhan Zhongbai Group Co., Ltd. Switching analysis
7.2.11 Wumart Stores. Group Switching analysis
7.2.12 Other Switching analysis
7.3 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.3.1 A-Best Supermarket Co., Ltd
7.3.2 Carrefour China
7.3.3 Dashang Group
7.3.4 Metro Cash & Carry
7.3.5 New Cooperation Joint-stock trade chain CO., Ltd.
7.3.6 Tesco China
7.3.7 Trust Mart
7.3.8 Wal-Mart Super center, China
7.3.9 Wuhan Zhongbai Group Co., Ltd.
7.3.10 Wumart Stores. Group
7.3.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate - CNY Vs. US$, 2011
Table 3: Population Profiles
Table 4: China Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: China Oral Hygiene Value Share (%), by Gender, 2011
Table 6: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: China Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: China Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: China Dental Floss Consumer Group Share (% market value), 2011
Table 12: China Mouthwash Consumer Group Share (% market value), 2011
Table 13: China Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 14: China Toothpaste Consumer Group Share (% market value), 2011
Table 15: China Total Breath Fresheners (non Confectionery) Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: China Total Dental Floss Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: China Total Mouthwash Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: China Total Toothbrushes & Replacement Heads Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: China Total Toothpaste Value (Yuan Renminbi millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: China Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: China Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: China Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: China Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: China Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: China Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: China Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: China Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: China Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: China Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 33: China Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 34: China Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 35: China Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 36: China Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 37: China Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 38: China Oral Hygiene Private Label Penetration (% Vol), by Category, 2011
Table 39: China Breath Fresheners (non Confectionery) Brand Share by Volume (% Vol), 2011
Table 40: China Dental Floss Brand Share by Volume (% Vol), 2011
Table 41: China Mouthwash Brand Share by Volume (% Vol), 2011
Table 42: China Mouthwash Brand Share by Volume (% Vol), 2011
Table 43: China Toothbrushes & Replacement Heads Brand Share by Volume (% Vol), 2011
Table 44: China Toothpaste Brand Share by Volume (% Vol), 2011
Table 45: China, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 46: China, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 47: China, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 48: China, Denture Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 49: China, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 50: China, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 51: China, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011
Table 52: China Oral Hygiene Market Value (Yuan Renminbi million), by Category, 2011
Table 53: China Oral Hygiene Market Value (US$ million), by Category, 2011
Table 54: China Oral Hygiene Market Volume (Ltrs m)(Units m), by Category, 2011
Table 55: China Oral Hygiene Market Share (US$ million), by Category, 2011
Table 56: China Oral Hygiene Expenditure Per Capita (Yuan Renminbi), by Category, 2011
Table 57: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 58: China Oral Hygiene Expenditure Per Household (Yuan Renminbi), by Category
Table 59: China Oral Hygiene Expenditure Per Household (US$), by Category
Table 60: China Oral Hygiene Market Volume Share (Ltrs m)(Units m), by Category, 2011
Table 61: China Oral Hygiene Consumption Per Capita (Kilograms per head), by Category, 2011
Table 62: China Oral Hygiene Consumption Per Household (Kilograms per household), by Category, 2011
Table 63: China Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Table 64: China Dental Floss Retailer Share by Volume (Units m), 2011
Table 65: China Mouthwash Retailer Share by Volume (Ltrs m), 2011
Table 66: China Mouthwash Retailer Share by Volume (Ltrs m), 2011
Table 67: China Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Table 68: China Toothpaste Retailer Share by Volume (Ltrs m), 2011
Table 69: China: People Who Have Switched Retailer for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 70: China: Switchers to A-Best Supermarket Co., Ltd for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 71: China: Switchers From A-Best Supermarket Co., Ltd for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 72: China: Switchers to Carrefour China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 73: China: Switchers From Carrefour China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 74: China: Switchers to Dashang Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 75: China: Switchers From Dashang Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 76: China: Switchers to Metro Cash & Carry for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 77: China: Switchers From Metro Cash & Carry for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 78: China: Switchers to New Cooperation Joint-stock trade chain CO., Ltd. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 79: China: Switchers From New Cooperation Joint-stock trade chain CO., Ltd. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 80: China: Switchers to Tesco China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 81: China: Switchers From Tesco China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 82: China: Switchers to Trust Mart for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 83: China: Switchers From Trust Mart for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 84: China: Switchers to Wal-Mart Super center, China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 85: China: Switchers From Wal-Mart Super center, China for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 86: China: Switchers to Wuhan Zhongbai Group Co., Ltd. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 87: China: Switchers From Wuhan Zhongbai Group Co., Ltd. for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 88: China: Switchers to Wumart Stores. Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 89: China: Switchers From Wumart Stores. Group for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 90: China: Switchers to Other for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 91: China: Switchers From Other for Their Oral Hygiene Purchases in the Last Six Months (Thousands), 2011
Table 92: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From A-Best Supermarket Co., Ltd (% by Subgroup), 2011
Table 93: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour China (% by Subgroup), 2011
Table 94: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Dashang Group (% by Subgroup), 2011
Table 95: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Metro Cash & Carry (% by Subgroup), 2011
Table 96: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From New Cooperation Joint-stock trade chain CO., Ltd. (% by Subgroup), 2011
Table 97: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Tesco China (% by Subgroup), 2011
Table 98: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Trust Mart (% by Subgroup), 2011
Table 99: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wal-Mart Super center, China (% by Subgroup), 2011
Table 100: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wuhan Zhongbai Group Co., Ltd. (% by Subgroup), 2011
Table 101: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Wumart Stores. Group (% by Subgroup), 2011
Table 102: China: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology
Figure 2: China Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: China Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: China Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: China Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: China Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: China Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: China Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: China Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: China Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: China Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: China Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: China Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: China Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: China Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: China Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: China Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: China Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: China Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 21: China Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: China Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: China Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: China Breath Fresheners (non Confectionery) Retailer Share by Volume (Ltrs m), 2011
Figure 25: China Dental Floss Retailer Share by Volume (Units m), 2011
Figure 26: China Dental Floss Retailer Share by Volume (Units m), 2011
Figure 27: China Mouthwash Retailer Share by Volume (Ltrs m), 2011
Figure 28: China Toothbrushes & Replacement Heads Retailer Share by Volume (Units m), 2011
Figure 29: China Toothpaste Retailer Share by Volume (Ltrs m), 2011