Three-Sided Toothbrush and Anti-Sugar Mouthwash Break Out
By Quan Wenjun
6 min read
Executive Summary
Two product innovations illustrate how China's oral care market creates entirely new categories from zero. The three-sided toothbrush --- a manual brush that cleans all tooth surfaces simultaneously --- surged 31x YoY to CN¥ 390 million in 2024, going from under CN¥ 1 million per month to over CN¥ 72 million in just eight months. Meanwhile, anti-sugar mouthwash nearly doubled to CN¥ 92.4 million, with pioneer brand Baixi commanding 92.8% market share. Both stories demonstrate that innovation-driven category creation remains the most powerful growth lever in China's oral care market.
Three-Sided Toothbrush: From Zero to CN¥ 390 Million
The three-sided toothbrush features a brush head that simultaneously cleans the outer, inner, and biting surfaces of teeth in a single motion, greatly improving cleaning efficiency. This simple but effective design innovation triggered one of the most dramatic growth stories in China's oral care market in 2024.
Monthly sales surged from under CN¥ 1 million throughout 2023 to a peak of CN¥ 72.3 million in August 2024, representing explosive adoption driven by social media virality and Douyin livestream demonstrations. The inflection point occurred in March 2024, when monthly sales jumped from CN¥ 1.20 million to CN¥ 8.66 million, likely triggered by key influencer endorsements or viral content.
Three-sided toothbrush sales explode 31x YoY as average price declines with scale
| Month | Sales (CN¥M) | Average Price (CN¥) |
|---|---|---|
| 2023-01 | 0.62 | 16.5 |
| 2023-02 | 1.13 | 18.1 |
| 2023-03 | 0.97 | 21.3 |
| 2023-04 | 0.71 | 20.3 |
| 2023-05 | 0.70 | 17.1 |
| 2023-06 | 1.26 | 22.8 |
| 2023-07 | 1.38 | 18.3 |
| 2023-08 | 1.47 | 20.4 |
| 2023-09 | 1.28 | 16.8 |
| 2023-10 | 0.96 | 15.0 |
| 2023-11 | 0.85 | 15.3 |
| 2023-12 | 0.52 | 16.1 |
| 2024-01 | 0.56 | 15.8 |
| 2024-02 | 1.20 | 18.1 |
| 2024-03 | 8.66 | 21.0 |
| 2024-04 | 26.97 | 20.2 |
| 2024-05 | 37.97 | 16.4 |
| 2024-06 | 28.63 | 12.0 |
| 2024-07 | 51.49 | 11.9 |
| 2024-08 | 72.29 | 10.7 |
| 2024-09 | 48.52 | 8.9 |
| 2024-10 | 40.36 | 8.2 |
| 2024-11 | 38.78 | 9.6 |
| 2024-12 | 35.26 | 12.2 |
The simultaneous decline in average price from CN¥ 22.8 in June 2023 to CN¥ 8.2 in October 2024 follows the classic scale-driven pricing curve as more manufacturers entered the category and production costs decreased. The subsequent five-month acceleration to the August peak suggests strong word-of-mouth amplification as early adopters shared their experiences. The moderation in Q4 2024 sales (CN¥ 35--49 million range) indicates the category is transitioning from explosive discovery-driven growth to a more sustainable adoption phase.
Competitive Dynamics: Speed Over Scale
Pioneer brand Ganer holds 21% market share in three-sided toothbrushes, with competitors like Gorlanssy actively expanding into the space. The relatively modest market concentration --- compared to other innovation categories where first movers often hold 60%+ share --- reflects the low barriers to entry. Three-sided toothbrush designs do not require complex technology, meaning that scale and distribution efficiency will likely determine long-term winners rather than proprietary innovation.
The rapid price decline carries important strategic implications. Three-sided toothbrushes will quickly commoditize unless brands invest in quality differentiation and brand building. First-mover advantage exists but is fragile in a category where product differences are visible and easily replicated. Brands that establish quality credibility and consumer loyalty during the current growth phase will be best positioned as the market consolidates.
Within the broader manual toothbrush market (CN¥ 3.68 billion, +19.9% YoY), the three-sided toothbrush's CN¥ 390 million already represents over 10% of category sales --- achieved almost entirely within a single year. This demonstrates the speed at which social-media-driven product innovations can reshape established categories in China's e-commerce ecosystem.
Anti-Sugar Mouthwash: Cross-Category Concept Migration
Anti-sugar mouthwash represents a compelling example of cross-category concept migration. The "anti-sugar" concept, originally popularized in skincare and food & beverage, extended into oral care by targeting the mechanism through which sugar damages teeth. Anti-sugar mouthwash contains ingredients that inhibit bacteria's metabolism of sugars in the oral cavity, reducing acid production and lowering the risk of dental caries.
In 2024, anti-sugar mouthwash online sales reached CN¥ 92.4 million, up nearly 2x YoY. Monthly sales remained below CN¥ 5 million throughout 2023 before accelerating sharply in April 2024 to CN¥ 8.60 million, sustaining elevated levels through the year and peaking at CN¥ 17.50 million in October.
Anti-sugar mouthwash sales nearly double to CN¥ 92.4 million with Baixi dominating at 92.8% share
| Month | Sales (CN¥M) | Average Price (CN¥) |
|---|---|---|
| 2023-01 | 1.47 | 69.2 |
| 2023-02 | 2.45 | 66.4 |
| 2023-03 | 3.91 | 63.7 |
| 2023-04 | 3.09 | 65.5 |
| 2023-05 | 2.03 | 67.6 |
| 2023-06 | 4.32 | 75.7 |
| 2023-07 | 2.32 | 70.9 |
| 2023-08 | 3.08 | 76.7 |
| 2023-09 | 2.58 | 70.4 |
| 2023-10 | 2.32 | 68.4 |
| 2023-11 | 3.38 | 76.5 |
| 2023-12 | 1.87 | 69.4 |
| 2024-01 | 2.48 | 72.4 |
| 2024-02 | 2.05 | 61.5 |
| 2024-03 | 3.27 | 68.7 |
| 2024-04 | 8.60 | 84.4 |
| 2024-05 | 8.51 | 79.5 |
| 2024-06 | 8.40 | 82.8 |
| 2024-07 | 6.98 | 81.2 |
| 2024-08 | 10.64 | 84.6 |
| 2024-09 | 7.86 | 83.9 |
| 2024-10 | 17.50 | 119.6 |
| 2024-11 | 9.06 | 79.6 |
| 2024-12 | 7.04 | 71.8 |
The simultaneous upward movement in average price --- reaching CN¥ 119.6 in October --- demonstrates that consumers associate the anti-sugar claim with premium value. Unlike the three-sided toothbrush where prices declined rapidly with scale, anti-sugar mouthwash maintained and increased its pricing, suggesting genuine functional differentiation rather than promotional-driven growth.
Baixi's Near-Monopoly and the Challenger Opportunity
Baixi commands 92.8% market share at a CN¥ 95.0 average price, establishing near-monopoly control of the anti-sugar mouthwash segment. The minimal presence of challengers --- BOP at 0.7% and Lengsuanling at 0.5% --- confirms the market remains in its category-creation phase, where the pioneer brand educates consumers and establishes concept legitimacy.
This concentration presents a double-edged sword for potential entrants. The concept is validated, reducing market-education risk, but challenging an entrenched first mover requires significant investment. Brands with existing mouthwash distribution and consumer trust may find the most efficient entry through line extensions rather than standalone launches.
The contrast between the two breakout categories is instructive. Three-sided toothbrushes spread rapidly with declining prices and fragmented competition, while anti-sugar mouthwash concentrates around a single brand with rising prices. The difference reflects the underlying innovation type: a physical design change (easily replicated) versus an ingredient-and-marketing concept (harder to duplicate without credibility).
Key Takeaways
- Three-sided toothbrushes achieved 31x YoY growth to CN¥ 390 million, with the inflection point in March 2024 driven by social media virality
- Average price declined from CN¥ 22.8 to CN¥ 8.2 as the category scales, signaling commoditization risk without brand differentiation
- Anti-sugar mouthwash nearly doubled to CN¥ 92.4 million, with prices rising alongside volume --- a sign of genuine premium positioning
- Baixi holds 92.8% share in anti-sugar mouthwash, creating both validation and a high barrier for challengers
- Physical design innovations (three-sided brush) commoditize faster than ingredient-based concepts (anti-sugar), offering different strategic calculus for market entrants
More from This Report
- China's Oral Care Market Hits CN¥ 34.35 Billion in 2024
- Sweep-Vibration and Hydroxyapatite Lead Oral Care Innovation
About the Data
This analysis is based on Moojing Market Intelligence data covering China's major e-commerce platforms including Tmall, Taobao, JD.com, and Douyin. Data spans January 2023 through December 2024 with SKU-level transaction tracking across 400,000+ brands. For the full methodology, additional category analysis, and brand-level rankings, download the complete whitepaper.
This content adheres to Moojing's editorial standards .
