Functional Toothpaste Market Expands Amid COVID-19

[Asia Economy Reporter Yujin Cho] The functional toothpaste market, which is rising on the trend of value consumption, has seized the special demand caused by the novel coronavirus infection (COVID-19) and is now actively expanding its market.

According to 11st on the 14th, sales of oral care products in the recent five months (February 1 to June 30) grew by an average of 78% compared to the same period last year. By product category, toothpaste and toothbrush sales surged by 22% and 35%, respectively, while tongue cleaner sales increased by 89%. During the same period, functional toothpaste sales on Gmarket increased by 2%, turning positive growth from a negative growth (-3%) the previous year.

In particular, functional toothpastes emphasizing naturalism and natural-derived ingredients showed significant growth. Aekyung Industrial’s recently launched premium toothpaste "Smalland" saw its sales volume soar by 90% from January to June this year. Targeting the increased preference for premium toothpaste among people in their 20s, Aekyung Industrial launched the dental care brand Airwhite in May.

LG Household & Health Care is also planning to release related products in line with the increased demand for oral care due to mask-wearing. An LG Household & Health Care official said, "As mask-wearing time has lengthened, interest in oral bacteria management and bad breath has increased, so we plan to expand the release of related products." Global sales leader GlaxoSmithKline recently strengthened its market offensive by launching two new Sensodyne lines (Deep Clean, Whitening) with enhanced fluoride content.

The domestic oral care market has been considered a red ocean due to low product prices and lack of consumer awareness about oral care, but the situation has changed due to the COVID-19 pandemic. Interest in oral health has increased due to mask-wearing, and premium products have gained popularity among young consumers pursuing the small luxury culture (a consumer trend seeking satisfaction through small indulgences without large expenses), leading to more new entrants in the market.

Rorobel’s Wawa Toothpaste, known for its wasabi toothpaste, gained fame through YouTube and Instagram, resulting in a jackpot export contract, and Raulu Toothpaste, which boasts natural ingredients such as birch sap, has entered its 10th reorder due to high popularity. Dr. Bio Toothpaste, which uses green-rated ingredients certified by the Environmental Working Group (EWG), is also actively expanding its market through digital marketing on social networking services (SNS).

An industry insider said, "As the functional oral care market emerges as a blue ocean, the product lineup of existing mid-to-low priced mass brands is diversifying, and new entrants are increasing. With heightened interest in personal hygiene due to COVID-19 and the expansion of value consumption and emotional cost-effectiveness trends into the oral health field, related companies are actively expanding their markets."