Further Upgrade of Oral Care Needs
With the increasing attention of consumers to health and beauty, the awareness of oral care among the whole population has significantly increased, and the demand for oral care has become more segmented, and the demand for maintenance has further upgraded.
The improvement of oral care awareness has also driven the popularization of professional care products. In addition to electric toothbrushes, dental impactors are entering the vision of more consumers.
The Concept of Differentiation and Scenario-based Marketing
The new generation likes to taste new things in oral consumption, and has a high acceptance of emerging categories and products. Fine oral care products, such as oral spray, electric toothbrush, tooth flusher, mouthwash, tooth paste, dental floss, have grown rapidly.
In the past, the old brands in the oral care industry emphasized household consumption scenarios, with standardized product packaging, mainly in the form of tubes and bottles, with large specifications that appeared monotonous and tedious.
But with the upgrading of the demand of the new generation of consumers, new brands also attach greater importance to personal consumption scenario marketing, constantly introducing portable and personalized packaging such as bags, cans, bars, and jelly cups; The product breaks the conventional paste form and develops into powder, block, mousse, bubble, capsule, spray and other forms.
Brands also constantly innovate in their products, using more innovative forms to attract consumers to try new purchases and cultivate new consumption habits.
consumers who overlap with the "ingredient party" in beauty and skincare have migrated to oral care, still retaining the consumption habit of efficacy first and scientific care.
In order to meet the trend of synthetic differentiation, the brand focuses on adding conceptual ingredients such as probiotics, amino acids, and enzymes to its products.
A variety of oral care products have been pushed to the forefront, with lower consumption barriers for these fast-moving consumer goods. Users have a strong desire to taste new products, and pay attention to personalized and portable small packaging, expanding personal usage scenarios, increasing consumption and repurchase rates, and accelerating market development.