牙膏线下市场变化引关注 参半销售额同比增速达291%

Core Insights - The emerging oral care brand "Canban" under Xiaokuo Group has shown strong growth in the toothpaste market, achieving the highest market share and sales growth among the top 10 brands in the domestic offline toothpaste market in the first half of the year, with market share growth of 184% and sales growth of 291% [1][3] - By Q2 2025, Canban's offline market share surpassed Comfort and is closing in on Colgate, ranking seventh overall in the offline market and fourth among domestic brands [1][2] Market Dynamics - The offline market remains the primary battleground for the toothpaste sector, accounting for over 60% of the market share, despite the increasing share of online channels [1] - The top 10 brands in the offline toothpaste market hold nearly 75% of the market share, indicating a significant head effect in the industry [1] Company Performance - Canban has rapidly entered the offline market since Q3 2022, achieving remarkable growth in a mature toothpaste category, being the only brand in the top 10 to record triple-digit year-on-year growth for two consecutive quarters in the first half of this year [1][3] - The company’s product line includes toothpaste, mouthwash, and oral spray, with toothpaste being the core revenue source, and it is projected to surpass 2 billion yuan in overall annual sales by 2024 [3] Competitive Landscape - As of Q2 2025, Canban's market share in the offline toothpaste category reached 3.76%, with a significant year-on-year growth rate of 184.3%, while other leading brands like Yunnan Baiyao and Colgate have lower growth rates [2]