Investment Rating - The report indicates a positive investment outlook for the toothpaste industry, highlighting continuous growth and evolving consumer preferences. Core Insights - The toothpaste market is experiencing sustained growth driven by increasing awareness of oral health among consumers. There is a clear trend towards product upgrades, with consumers seeking diverse and refined options. Key efficacy demands include cleaning and whitening, while sensitivity and enamel repair show potential for growth. The market is becoming more specialized, emotional, and scenario-based, with a focus on high-quality ingredients and emotional value in branding [3][10][17]. Summary by Sections Toothpaste Category Heat Trend - The oral care market in China is steadily growing, with toothpaste holding a dominant market share of 63% as of 2025 Q1. The compound annual growth rate (CAGR) from 2020 to 2024 for toothpaste is projected to be stable [11][12]. - Social media engagement for toothpaste has surged, particularly around promotional events, indicating a significant increase in consumer interest [13]. Consumer Segmentation Insights - Consumers are categorized into four distinct groups based on their habits and preferences: 1. Food enthusiasts concerned about dental issues from their diets. 2. Individuals focused on aesthetic dental care and orthodontics. 3. Health-conscious consumers prioritizing gum health and preventive care. 4. Socially driven individuals emphasizing fresh breath and oral hygiene for social interactions [31][32][39]. Brand Marketing Analysis - The report highlights that high-priced toothpaste products are gaining market share, with premium brands increasingly appealing to consumers. The marketing strategies are tailored to address specific consumer pain points such as sensitivity and enamel protection [15][17][19]. - The top-selling toothpaste products are primarily promoted during major sales events, with significant sales spikes observed during these periods [116][119]. Product Preferences and Trends - The report identifies a shift towards products with specialized functions, such as sensitivity relief and enamel repair, which are becoming more popular among consumers. The emotional aspect of branding, including aesthetics and seasonal promotions, is also gaining traction [25][22][24]. - The competitive landscape is intensifying, with emerging domestic brands like Baixi and BOP gaining recognition and market share [19][20]. Conclusion - The toothpaste industry is poised for continued growth, driven by evolving consumer preferences and innovative marketing strategies. Brands that effectively address specific consumer needs and leverage emotional branding are likely to succeed in this competitive market [3][10][17].