Oral care is becoming a "must-have" consumption for young people, gradually upgrading towards beauty and quick digestion

Electric toothbrushes, water flossers, oral sprays, probiotic mouthwashes—compared to the basic oral hygiene routines of toothpaste and a manual toothbrush in the past, today’s young people have embraced a more comprehensive approach to oral care, emphasizing both intensive maintenance and aesthetic appeal. Over the past three years, sales of electric toothbrushes have increased by 97%, while those of water flossers have risen by 85%. Data also indicate that when selecting toothpaste, members of the post-1990 generation prioritize taste (47%), followed by efficacy (32%), with brand recognition accounting for only 17%. Moreover, this cohort, known for its openness to innovation, is increasingly willing to invest in products marketed with terms such as “rapid tartar removal,” “enzyme-based whitening,” and “thermal whitening.”

Electric toothbrushes, water flossers, dental floss, mouthwash, oral sprays, and routine professional cleanings—oral care for Xiaohe, a Beijing-born woman from the post-1990 generation, extends far beyond morning and evening brushing or rinsing after meals. “Many young people around me place significant importance on oral health,” she told reporters from China Women's News. “After all, teeth are part of one’s image. Neat, attractive teeth and fresh breath can boost confidence in social interactions, much like wearing well-applied makeup.”

Indeed, unlike previous generations who adhered to the mindset of “no pain, no treatment,” today’s youth recognize the significance of preventive dental care—not only for health but also for personal appearance—and are increasingly allocating financial and time resources to oral hygiene at levels comparable to skincare and overall wellness management. Recent data show that the number of dental check-ups in China has grown at an annual rate exceeding 20% in recent years.

Oral care is becoming an essential component of self-care among young adults.

“In the past, most patients came in only when experiencing dental issues. But over the last two years, a growing number—particularly younger individuals—have begun scheduling regular check-ups and cleanings,” said Dr. Zhang, a dentist at a Beijing clinic. “They also proactively seek information about oral hygiene and orthodontic treatments.”

Xiao Lin, 29, exemplifies deep engagement in advanced oral care. She began orthodontic treatment six months ago and maintains a rigorous nightly routine. “I spend about half an hour each night cleaning my teeth,” she explained. After brushing with an electric toothbrush, she uses dental floss to clean between brackets and teeth, follows up with a water flosser, and finishes with an antibacterial mouthwash to ensure fresh breath.

“Investing in dental health is worthwhile,” said Song Yinan. “While appearance matters, long-term health matters even more. It’s better to act preventively than to face painful and costly procedures later.” To maintain optimal oral health, she brushes three times daily and schedules professional cleanings every six months, complemented by meticulous daily hygiene practices.

Xiao Song acknowledged that her monthly spending on cosmetics averages around 50 yuan, with an annual expenditure of approximately 500–600 yuan. In contrast, she spends nearly 40 yuan per month just on mouthwash, not including costs for electric toothbrushes, water flossers, toothpaste, dental floss, and oral sprays. Overall, her annual spending on oral care exceeds several thousand yuan. Although she typically avoids premium brands and excessive spending, a ten-thousand-yuan periodontitis treatment three years ago significantly shifted her priorities toward preventive dental investment.

Although the concept of oral care is not new, the evolving consumer behavior among young people has elevated its status. There is growing recognition that beyond basic brushing, tools such as dental floss, water flossers, and mouthwash contribute to more thorough cleaning and enhanced prevention of future oral diseases.

This shift has also diversified the contents of bathroom countertops. Oral care products are now viewed not only as functional items but also as lifestyle accessories. Among young men and women, these products carry symbolic value akin to fashion items like lipstick and perfume, reflecting personal style and attention to detail.

As Xiao Lin noted: “After meals, pulling out a small, stylish jelly-cup mouthwash; sharing a new oral spray flavor during work breaks; discussing orthodontic experiences with friends—these have become part of our daily lives. Even a simple oral care product can serve as a conversation starter.”

Oral care consumption is undergoing continuous upgrading, driven by young consumers’ desire for novelty and individuality.

According to industry reports, domestic awareness of dental health historically lagged behind that of Western countries, largely due to limited oral hygiene education among parents from the 1980s and 1990s. This has contributed to widespread oral health issues among younger generations, including dental caries, gingivitis, and periodontitis. A national survey revealed that 22% of respondents had never undergone a dental examination, and 23.5% believed they should visit a dentist only when symptoms arise. Consequently, over 90% of Chinese adults suffer from some form of oral disease, yet fewer than 10% seek timely treatment.

However, with the proliferation of online information, young people are increasingly informed about oral health and are dedicating both time and money to maintaining healthy teeth.

Liu Xin, born in 1998, recently purchased a “Master Series” oral care set featuring Van Gogh-inspired artwork—rolling hills, clouds, wheat fields, and cypress trees. “Brands advertise heavily on platforms like Xiaohongshu and Douyin,” he said. “The packaging is fashionable and personalized. I’ve become a loyal customer of a particular mouthwash brand.”

Market data reflect this trend: China’s toothpaste market was valued at 27.4 billion yuan in 2018 and reached approximately 30.7 billion yuan by 2020. New oral care brands leveraging digital marketing strategies have achieved remarkable success. For example, a probiotic mouthwash brand generated over 100 million yuan in sales within 80 days of launch, topping oral care product rankings on e-commerce platforms such as Taobao, Tmall, and Pinduoduo.

Beyond health concerns, the rise in oral care spending is also fueled by the aesthetics-driven economy. Alibaba Health reported that during the previous year’s “Double Eleven” shopping festival, sales of oral electronic devices surged by 176% year-on-year within the first hour. As previously noted, electric toothbrush sales rose by 97% and water flosser sales by 85% over three years. The 2022 Online Consumption Trend Insight Report on Oral Care highlights that oral care consumption is intensifying and shifting toward beauty-oriented, fast-consumption models.

For today’s youth, oral health is closely tied to personal image and social perception. Attractive, well-maintained teeth can evoke admiration and influence interpersonal dynamics. Consequently, young individuals aim to adopt preventive measures early in life to secure long-term benefits.

Maintaining healthy teeth into old age is achievable with proper care

It has long been assumed that tooth loss is an inevitable consequence of aging—a notion often referred to as “losing teeth with age.” However, dental professionals emphasize that the primary causes of tooth loss are dental caries, periodontal disease, and trauma, rather than age itself.

The World Health Organization promotes the “8020” standard for oral health: retaining at least 20 functional teeth by the age of 80. In certain longevity communities in Hainan, many centenarians retain strong, healthy dentition.

Oral health is intrinsically linked to overall physical and psychological well-being, requiring lifelong attention. Dental experts recommend the following:

1. Establish consistent oral hygiene habits. Brush teeth twice daily—morning and night—and rinse after meals. Use dental floss or a water flosser to remove food particles lodged between teeth. Employ proper brushing techniques: use a small-headed, soft-bristled toothbrush and apply the Bass method—angling the brush at 45 degrees toward the gumline and using gentle vibratory motions—to effectively dislodge plaque and debris without damaging gum tissue.

2. Maintain healthy lifestyle practices. Avoid late-night habits, limit sugary foods, and increase water intake. Frequent hydration helps neutralize oral pH, reducing acid erosion and lowering the risk of cavities. Consume more fruits and vegetables; their fibrous texture aids in naturally cleansing tooth surfaces during chewing, helping to remove bacterial buildup.

3. Schedule regular dental visits. Even with diligent daily care, professional evaluations are essential. Individuals should undergo comprehensive dental examinations and cleanings at least once a year to detect and address potential issues early.