That gurgling is the sound of mouthwash at the top of China’s list of must-buy consumer items
Mouthwash ranked top among 106 consumer goods in sales growth during the first half, according to market research company Kantar Worldpanel
Mouthwash stood out as the fastest growing consumer good in China, reflecting how the needs of middle-class consumers are reshaping the retail landscape in the world’s second largest economy.
In the first half of this year, sales of mouthwash in mainland China surged 70 per cent, becoming the front runner in sales among 106 consumer goods monitored by consumer market research company Kantar Worldpanel.
In the six month period, two-thirds of the 106 categories recorded sales growth on year, including ice cream, hand wash, ready-to-drink coffee, bottled water, cheese, kitchen tissues, cosmetics and facial masks.
“The incremental rise of mouthwash reflected the gentrifying need of middle-class families in a ‘go upscale’ trend of consumer goods,” said Jason Yu, general manager of Kantar Worldpanel in Greater China. “Niche products, new products and the growing middle-class are the key drivers of consumer goods sales growth in China.”
Outlays on consumer goods by middle-class families, or those households with a monthly salary above 9,000 yuan (US$1,381), was 14 per cent higher than the average of less affluent households in the first half.
The “go upscale” trend is also reflected by bottled water, where products like sparkling water, are becoming new lifestyle symbols.