Three-Sided Toothbrush and Anti-Sugar Mouthwash Break Out
By Quan Wenjun
6 min read
Executive Summary#
Two product innovations show how China's oral care market can build new categories from almost nothing. The three-sided toothbrush, a manual brush that cleans every surface of the teeth at once, grew 31x YoY to CN¥ 390 million in 2024. Its monthly sales went from around CN¥ 1 million in 2023 to over CN¥ 72 million by August 2024. Over the same year, online sales of anti-sugar mouthwash nearly tripled to CN¥ 92.4 million while its average price rose. We believe both cases show that creating a new category through innovation remains one of the strongest sources of growth in China's oral care market.
Three-Sided Toothbrush: From Zero to CN¥ 390 Million#
The three-sided toothbrush has a brush head that cleans the outer, inner and biting surfaces of the teeth in a single motion, which makes brushing considerably more efficient. This simple design change produced one of the fastest growth stories in China's oral care market in 2024.
Monthly sales rose from around CN¥ 1 million in 2023 to a peak of CN¥ 72.3 million in August 2024, as the product spread through social media and livestream demonstrations. The turning point came in March 2024, when monthly sales jumped from CN¥ 1.20 million to CN¥ 8.66 million, which we believe was most likely set off by influencer endorsements or by content that spread widely.
Three-sided toothbrush sales grow 31x YoY as the average price falls 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 average price fell over the same period, from CN¥ 22.8 in June 2023 to CN¥ 8.2 in October 2024, which is the usual pattern when more manufacturers enter a category and production costs come down with scale. The five months of acceleration up to the August peak suggest that word of mouth spread strongly as early buyers shared their experiences. From September 2024, monthly sales eased into a range of CN¥ 35 to 49 million, which indicates that the category is moving from rapid, discovery-driven growth into a steadier phase of adoption.
Competitive Dynamics: Low Barriers to Entry#
Competition in three-sided toothbrushes is fragmented, and brands such as Ganer and Gorlanssy are expanding their ranges in the space. We believe the low concentration reflects low barriers to entry, since three-sided designs do not require complex technology, so scale and efficient distribution are likely to matter more over time than proprietary innovation.
The rapid fall in price has clear strategic implications, since three-sided toothbrushes will quickly become a commodity unless brands invest in quality and in building their brands. Entering early brings an advantage, but it is easily lost in a category where differences between products are visible and easy to copy. We believe the brands that build a reputation for quality and a loyal customer base during the current growth phase will be best placed as the market consolidates.
Within the wider manual toothbrush market, which reached CN¥ 3.68 billion (+19.9% YoY), the three-sided toothbrush's CN¥ 390 million already accounts for more than 10% of category sales, almost all of it gained within a single year. This shows how quickly product innovations that spread on social media can change established categories in China's e-commerce market.
Anti-Sugar Mouthwash: A Concept Moves Across Categories#
Anti-sugar mouthwash is an example of a concept moving from one category into another. The "anti-sugar" idea, first popularised in skincare and in food and beverages, has extended into oral care by focusing on the way sugar damages teeth. Brands market anti-sugar mouthwash on ingredients that they say inhibit the bacteria's metabolism of sugars in the mouth, and so reduce acid production and the risk of dental caries.
In 2024, online sales of anti-sugar mouthwash reached CN¥ 92.4 million, nearly triple the previous year. Monthly sales stayed below CN¥ 5 million throughout 2023, accelerated sharply in April 2024 to CN¥ 8.60 million, remained at higher levels through the rest of the year and peaked at CN¥ 17.50 million in October.
Anti-sugar mouthwash sales nearly triple to CN¥ 92.4 million as the average price rises#
| 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 average price rose over the same period, reaching CN¥ 119.6 in October, which shows that consumers associate the anti-sugar claim with premium value. Where three-sided toothbrush prices fell quickly as that category scaled, anti-sugar mouthwash held and raised its prices, which suggests that its growth comes from real functional differentiation more than from promotions.
A Concentrated Segment and the Opportunity for New Entrants#
Anti-sugar mouthwash sales are highly concentrated, which is typical of a segment in its category-creation phase, when the brands that introduced the concept are still educating consumers and building its credibility.
For potential entrants, this concentration has advantages and costs, because the concept has been proven, which lowers the risk of having to educate the market, while competing with the established brands that built the segment requires significant investment. We believe brands that already distribute mouthwash and have the trust of consumers may find line extensions a more efficient way in than standalone launches.
The two categories grew in different ways. Three-sided toothbrushes spread quickly, with falling prices and fragmented competition, while anti-sugar mouthwash sales are concentrated and its prices have risen. We believe the difference reflects the type of innovation involved, since a physical design change is easy to copy, whereas a concept built on ingredients and marketing is harder to copy without credibility.
Key Takeaways#
- Three-sided toothbrushes grew 31x YoY to CN¥ 390 million, with the turning point in March 2024 driven by social media
- The average price fell from CN¥ 22.8 to CN¥ 8.2 as the category scaled, so the product risks becoming a commodity unless brands differentiate
- Anti-sugar mouthwash nearly tripled to CN¥ 92.4 million, with prices rising alongside sales, which points to real premium positioning
- Anti-sugar mouthwash sales remain highly concentrated, which shows the concept works but sets a high barrier for new entrants
- Physical design innovations such as the three-sided brush become commodities faster than ingredient-based concepts such as anti-sugar mouthwash, so the two call for different entry strategies
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 three leading Chinese e-commerce marketplaces. Data spans January 2023 through December 2024, analysed at SKU level across an extensive brand set. For the full methodology, additional category analysis and brand-level data, download the complete whitepaper.
This content adheres to Moojing's editorial standards .
