Smiling with neat white teeth and fresh breath of mint, oral health is a "Facade" project that people pay more and more attention to. Oral health not only determines the quality of life, but also is regarded as the first barrier of human health and an important guarantee of healthy life. The survey shows that female respondents in first tier cities, post-80s and post-90s are the people who pay most attention to the health and beauty of teeth, and they are also the core subject of the "tooth economy". Young women in cities above the new first tier The most important thing is the beauty of teeth According to the survey of consumer insight into oral care in 2022, the majority of people who pay attention to the beauty and health of teeth are company employees and managers. Freelancers, such as online celebrities, models, writers of official account, and some professionals, such as lawyers, doctors, journalists, are also the main focus groups. The respondents' main worry about oral cavity is that their teeth are yellow and not white enough and their teeth are not neat enough; Nearly 60% of the respondents had yellow teeth, and 59.4% said their teeth were irregular. The survey found that people over the age of 50 with increasingly prominent tooth problems have the weakest awareness of tooth protection. In China, the incidence of tooth irregularity is high, reaching 59.4%, but the penetration rate of orthodontic correction projects is low in the oral market. At present, the objects of Orthodontics are concentrated in front-line and new front-line young women, which is highly consistent with the portraits of people who pay attention to the beauty and health of teeth. With the development of "beauty economy", the public's demand for tooth beauty is increasing. Among the respondents with irregular teeth, 31.5% said they had plans for orthodontics in the next two years. The popularity of this project is second only to tooth washing project and more rigid tooth repair project; Thanks to the continuous enhancement of people's awareness of oral and dental care, the market potential of dental cleaning and orthodontics is huge. In terms of correction technology, the research shows that the traditional ordinary metal brackets are almost well known, and the invisible braces are also well-known. The cognition rate of "hidden" lingual stealth technology is relatively low. Regardless of men and women, maintaining oral health and improving oral occlusal function are the most important orthodontic purposes. Changing their appearance through orthodontics is also the biggest driving force for women. However, high frequency care and high price are the most worrying factors for the two major patients. Advanced oral care The rapid rise of dental floss mouthwash In addition to orthodontics, oral care products are also rising. The survey shows that nearly 30% of the respondents are willing to spend 100 to 300 yuan a month to buy some family dental care products for the sake of healthy and beautiful teeth. 76.1% of the respondents have used or are using tooth protection and beauty products at home. At present, the basic products of cleaning and protecting teeth have a high utilization rate, mouthwash, floss, tooth cleaning mousse and tooth flushing device are more popular, and the utilization rate of whitening and tooth beautifying products such as whitening paste and tooth beautifying instrument is relatively low. Moreover, among these products, people are more satisfied with floss, mouthwash and other products, and less satisfied with whitening products. From the perspective of oral care sub categories, such as electric toothbrush and toothpaste are still the core categories of oral care consumption. With the development of science and technology and the change of consumers' lifestyle, the simple combination of "toothpaste + toothbrush" in the past can no longer meet the escalating oral care needs of consumers. According to the online sales data of oral care categories on e-commerce platform in 2021, more advanced new categories such as dental floss and mouthwash rise and quickly occupy the market. The derived products, such as tooth punch, oral spray, oral bead blasting, tooth powder, tooth paste, etc., are loved by the public because they can care for the oral cavity more pertinently. With the diversification of oral care needs, delicacy, portability and intelligence have become the new pursuit of oral care. Many brands use a variety of colorful flavors to fit different social scenes such as home, office and party, so as to provide solutions for professional and refined oral care for different groups. Among them, the performance of mouthwash is particularly good. Brands no longer limit mouthwash to the life scene of washstand, but extend it to new scenes such as party, travel and office. For example, according to the main oral care needs of office workers, the products are designed according to different use scenarios in the morning, middle and evening, so as to keep the breath fresh anytime and anywhere. New form of toothpaste derived Mousse Novel flavors attract attention As generation Z has gradually become the main force of consumption, the younger generation enjoys it on the road of pursuing personalization. When choosing oral care products, the new generation of consumers pay more attention to the appearance of the products. Therefore, when designing oral care products, brands also pay more attention to "high beauty" and try to add some new elements. For example, tooth cleaning products have gradually developed from traditional paste to powder, block, mousse, bubble, capsule, toothbrush and other forms; In addition to the small package, the mouthwash also derived from the strip, spray, jelly cup and other packages. In addition, some brands will find another way to create a novel, interesting and fun appearance by using bright colors and IP co names. For example, usmile's mouthwash soda uses a water bottle design, with fresh and natural color matching; BOP cooperates with popular IP cherry balls to launch joint models; The cat claw mouth of Husum, a cutting-edge oral care brand, is sprayed on the appearance design to restore the real soft waxy touch of the cat's feet. Users can enjoy a moment of spiritual healing while refreshing their breath. In addition to mainstream flavors such as mint, fruit and plant extract, many cutting-edge brands of oral care products are more innovative than those of major international and domestic brands. For example, starting from the common lifestyle of young people, combined with the relevant scenes of close contact with drinks, the products are developed with the help of the taste of fashionable fast drinks. Once the novel flavors such as mogito, cola, milk tea and coffee are developed, they will quickly attract attention and resonate. In addition to innovative design and taste, the brand will also choose to add new concept ingredients such as probiotics, amino acids and enzymes to attract consumers. The amino acid mouthwash of the cutting-edge brand gelubai claims to add safe and effective bacteriostatic ingredients, and cooperate with amino acid ingredients to care the oral cavity; Another cutting-edge brand, Bai Xi, has launched an anti sugar mouthwash, which claims to contain probiotics to help regulate the oral state and balance the oral environment. (outlook new era)