Toothpaste sales surge! The epidemic is a boon to Japan's oral care market

It is reported that due to the epidemic, Japan closed large shopping malls and the retail industry suffered heavy losses, but the sales of one particular product surged , and that was toothpaste.

Lion, a large Japanese manufacturer of toiletries , said that in a recent market survey , it found that in 2020, the number of consumers who purchased "personal use" toothpaste exceeded the number of consumers who purchased "household use" toothpaste for the first time.

After the outbreak , Japanese consumers believed that using their own toothpaste was more hygienic than sharing it with family members . Also, due to the outbreak , many people were unwilling or unable to visit a dentist for a check-up, so they took better oral hygiene measures.

As wearing masks becomes part of daily life, consumers are increasingly keen to improve the smell of their breath, leading to a surge in sales of premium, expensive toothpastes.

The share of low-priced toothpaste priced below 199 yen ($1.88) is declining, but the share of high-priced toothpaste continues to rise as the Japanese market expanded by about 20% between 2010 and 2019, the study found .

According to Kao, more than 80% of consumers brush their teeth twice a day, and some also brush after lunch , while in 1975, only 72% of consumers brushed their teeth once a day or less, and 3% brushed their teeth three times a day.

The Japanese government has also played an important role in advocating for better dental hygiene, notably launching the "8020" campaign in 1989 in conjunction with the Japan Dental Association , whose slogan was: "Even after we turn 80, we must keep 20 or more teeth! "

As consumers become more discerning, different products have been developed on the market since the 1980s, including the whitening toothpaste Apagard, which has been popular among the public.

The latest trend on the Internet is ConWool, a jelly toothpaste launched by Weltec that has recently become available for use in dental offices. Consumers say they like ConWool's disinfecting effect and mild taste.

Now, toothpaste manufacturers have begun to develop diversified products , not only providing beauty functions, but also committed to treating gum disease, allergies and other diseases , providing practical and effective help to consumers who are troubled by oral problems . The Japanese oral care market will also usher in a new starting point for development!

Japan

Oral Care

consumer