Core Insights - The oral care market is evolving from basic products like toothpaste and toothbrushes to a diverse range of specialized products, including mouthwash, oral sprays, and advanced tools like electric toothbrushes and water flossers [1][4][18] - Consumers are increasingly focused on the efficacy of oral care products, emphasizing "maintenance," "treatment," and "aesthetic" functions when making purchasing decisions [2][7][10] Product Trends - The demand for advanced oral care products is rising, with significant sales growth in items like dental floss sticks (over 50% YoY) and tongue scrapers (over 100% YoY) [3][12] - Mouthwash has seen an 80% increase in search interest, particularly for probiotic, whitening, and portable options [5][18] - Whitening products, such as whitening strips and pens, have gained popularity, with search volumes increasing over 100% [6][18] Consumer Behavior - Over 90% of consumers switch oral care products within a year, with many using multiple types of toothpaste simultaneously to achieve different benefits [2][16] - There is a trend towards "personalized use," with 76% of families opting for separate toothpaste for different members, reflecting diverse oral care needs [16][17] - Consumers are increasingly aware of their oral health, with 93% reporting multiple oral issues, leading to a preference for products that address specific problems [10][18] Market Dynamics - The oral care market is shifting towards specialized products for specific demographics, such as children and the elderly, with significant sales growth in children's toothpaste and denture cleaning products [17][18] - The focus on aesthetics is driving demand for products that enhance appearance, with over 30% of consumers considering teeth as important for their overall attractiveness [3][12] - The market is witnessing a "micro smile competition," where keywords like "fresh breath," "whitening," and "ingredients" are becoming central to consumer choices [8][18]