my country’s children’s toothpaste market is gradually expanding, and the proportion of sales through online channels is gradually increasing.

Toothpaste is a type of tooth cleaning product. It is mostly in gel form and is usually applied on a toothbrush. It uses the friction of the toothbrush to clean the mouth and clean the teeth, palate, tongue and other parts. Children’s toothpaste refers to toothpaste developed for children aged 2-16 years. According to different fragrance types, children’s toothpaste can be roughly divided into scented toothpaste and unscented toothpaste; according to whether it contains fluoride, children’s toothpaste can be roughly divided into fluoride-free toothpaste, fluoride-containing toothpaste, etc.

At this stage, my country has formed a very complete children’s toothpaste industry chain. The upstream of the industrial chain is mainly raw material companies, which provide surfactants, flavors, abrasives, moisturizers and other raw materials; the midstream is mainly children’s toothpaste manufacturers, responsible for the research and development, production and other aspects of children’s toothpaste; the downstream is mainly for consumers.

According to the “China Children’s Toothpaste Industry Market In-depth Research and Development Prospects Forecast Report 2023-2028” released by the Industrial Research Center, according to Data released by the National Bureau of Statistics show that as of the end of 2022, my country’s population aged 0-15 years will be 256.15 million, accounting for 18.1% of the national population. The huge number of children has become the basis for the development of my country’s children’s toothpaste market. As my country’s Internet penetration rate gradually increases, the speed of information dissemination is gradually accelerated, oral care knowledge is gradually popularized, and consumers’ attention to children’s oral care continues to increase, which objectively promotes the growing demand for children’s toothpaste. Against this background, the size of my country’s children’s toothpaste market has shown a trend of increasing year by year. In 2022, my country’s children’s toothpaste market size will be 8.32 billion yuan.

my country’s children’s toothpaste sales channels can be roughly divided into online sales channels such as e-commerce platforms and live broadcasts, and offline sales channels such as large supermarkets, department stores, and convenience stores. At present, my country’s children’s toothpaste sales channels are still dominated by offline sales channels. In 2022, my country’s children’s toothpaste offline channel sales will account for 54.7%. With the rapid development of my country’s express logistics industry, e-commerce platforms have gradually matured, emerging online sales channels such as live streaming have gradually improved, the number of online shoppers has gradually increased, and the proportion of children’s toothpaste sales through online channels has gradually increased. In 2022, my country’s children’s toothpaste online channel sales will account for 45.3%.

Industry analysts said that my country’s children’s toothpaste market has great potential. In addition to traditional toothpaste companies, there are many maternal and child toothpaste companies. Companies have also begun to expand into the children’s toothpaste market. At present, the main foreign children’s toothpaste companies include Lion, Colgate, Procter & Gamble, Kao, DENTAL Kosmetik, Pigeon, Sunstar, Unilever, etc.; the main domestic children’s toothpaste companies include Yunnan Baiyao, Weimeizi, Naisi, and Haolai Chemical. , Frog Prince, Dengkang Dental, Shangmei, Meng Guerlain, etc. With the rapid development of my country’s children’s toothpaste market, market competition has gradually escalated. In order to seize market share, various companies have continuously launched new products and gradually enriched their product categories.