From "cleaning tool" to "oral butler": How does the smart water flosser leverage the tens of billions of dollars in health consumption market?

• Steady expansion of the global market: According to DIResearch, the global water flosser market sales in 2023 will be about 6.04 billion yuan, and it is expected to reach 17.29 billion yuan in 2030, with a compound growth rate of 16.2% from 2023 to 2030. North America is the world's largest market, accounting for about 50.07% of the market share in 2023, followed by the European market, accounting for about 20.17%, and other regions including China account for about 29.76%.

• Rapid development of the Chinese market: According to market research online, it is expected that the scale of China's electric water flosser market will reach 12.5 billion yuan by 2025, with an average annual growth rate of about 12%. From January to November 2024, in the online retail sub-industry of China's oral care industry, water flossers have become the fourth largest category after toothpaste/tooth powder, electric toothbrushes, and toothbrushes, with online retail sales of about 1.3 billion yuan.

Technology innovation upgrade

• Cleaning technology innovation: Through the combination of water and air spray, it provides users with a softer, cleaner and more efficient convenient oral care experience.

• Intelligent function expansion: In the future, water flossers are expected to be equipped with intelligent monitoring functions, such as detecting the user's oral health status and providing personalized care suggestions. The operation interface will also be more intuitive, supporting remote control and data analysis through mobile phone apps.

• Product design optimization: The vertical water flosser is equipped with a separate sterilization chamber, and the nozzle can be placed for 30 seconds to complete the sterilization, the portable water flosser focuses on mobile scene innovation, the body is more compact and lightweight, and some products are made of food-grade antibacterial materials, with extremely fine water flow, while ensuring portability. Maintain basic cleaning capabilities.

Competitive landscape changes

• Fierce brand competition: A large number of emerging brands have entered the water flosser market, making the market saturated and industry competition increasingly fierce. Brands need to gain competitive advantages through product differentiation and improving user loyalty.

• High pressure on small and medium-sized enterprises: The continuous improvement of regulatory standards requires manufacturers to invest more resources in technology research and development and quality management, which may increase the operating pressure of small and medium-sized enterprises.

Changes in consumer demand

• Refined demand: Consumers' refined understanding of the need for interdental cleaning has gradually brought smart water flossers with ultraviolet sterilization function into the public eye.

• Market segmentation: Manufacturers launch customized products for different consumer groups, such as water flossers for children, models for sensitive gums, or portable travel models, to meet the needs of specific users.