Views: 0 Author: Site Editor Publish Time: 2026-01-22 Origin: Site
The profit center of the pet industry is shifting. As traditional categories like cat food and cat litter see their profit margins eroded by price wars, oral care has emerged as a powerful tool for brands to break through.
The logic behind the boom in pet oral care products is straightforward: escaping medical inflation. At pet hospitals, a deep teeth cleaning procedure with general anesthesia typically costs between 1,500 yuan and 3,000 yuan. For households with senior pets, general anesthesia also carries unpredictable life risks. Pet owners are increasingly reaching a consensus: spending a hundred yuan monthly on prevention is a wise choice to avoid shelling out thousands of yuan on treatments in the future.
This demand has directly driven the simplification of product forms. In the past, teeth cleaning meant a physical struggle between owners and pets. Now, products like dental water additives and meal-mixing powders—requiring minimal effort to use—have significantly boosted user stickiness. The need to eliminate bad breath has also endowed these products with a necessity similar to human social etiquette, making their premium pricing logic exceptionally stable in the saturated market.
According to relevant data, the global and Chinese pet oral care product markets reached 13.684 billion yuan and 3.554 billion yuan respectively in 2025. The global market is projected to grow at a compound annual growth rate (CAGR) of 6.03% during the forecast period, reaching 20.612 billion yuan by 2032.
Hanseek’s research shows that the pet cleaning market exhibited a stark polarization in December 2025. Within the broader category of grooming and cleaning supplies, cat litter—though retaining a 56.7% market share—saw a year-on-year decline of 14%, facing immense growth pressure. Even more severe was the slump in sales of cat litter boxes and pet dryers, which dropped by 23% and 25% respectively. This indicates that consumers have little incentive to upgrade hardware, preferring to maintain the status quo rather than invest in new devices.
In December 2025, Proden topped the pet oral care brand rankings with a 9.15% market share and an impressive 112% year-on-year growth. Its ability to balance scale and growth demonstrates strong brand loyalty. Meanwhile, Oxyfresh emerged as the dark horse of the month with a staggering 158% growth rate; although its 4.79% market share still has room for improvement, its capability for targeted breakthroughs cannot be underestimated. Virbac and Jbly also maintained robust growth rates of 38% and 45% respectively, reflecting the core role of professional endorsements in consumers’ purchasing decisions.
When pet owners realize that brushing their pets’ teeth feels like a battle, their requirements for products have shifted from mere cleaning power to ultimate convenience. How has this change in consumer psychology shaped the typical user profile?
An in-depth review of 5,000 social media posts revealed that the typical users are office workers who own multiple cats or dogs. They are swamped with work projects during the day and household chores at night, making it impossible to stick to a daily routine of brushing each pet’s teeth individually. As a result, low-effort usage has become the top criterion for product selection. Instead of time-consuming and labor-intensive routines, they prioritize products that can be colorlessly and odorlessly added to drinking water, or used with finger wipes for quick cleaning during petting sessions. Such solutions integrate dental care into daily routines, greatly reducing their limited time costs.
Users’ price sensitivity is based on a precise calculation of risks and long-term expenses. They believe that a daily investment of less than 1.5 yuan can save them thousands of yuan in professional teeth cleaning costs in the future. Especially for senior pets with weak cardiopulmonary function and high anesthesia risks, at-home care has become an absolute necessity. To verify the value of this investment, users quantify the results with clear time benchmarks: bad breath fades within one week, and tartar softens or falls off significantly within two weeks.
In terms of ingredient selection, users have clear bottom lines: alcohol-free, fluoride-free, and edible. They no longer fall for exaggerated advertising claims, instead seeking products with VOHC certification, professional veterinarians’ recommendations, or detailed test reports. This evidence-driven decision-making logic reflects users’ high attention to pet health and safety. The current dental care routine has evolved into a three-step process: daily dental water additives as the foundation, weekly reinforcement with finger wipes, and semi-annual professional check-ups at pet hospitals to form a closed-loop system.
An in-depth analysis of 445,185 social media posts using consumption scenario analytics revealed that user satisfaction with pet oral care products remains at a relatively positive R4 level overall.
The core driver lies in the fact that at-home care significantly reduces time and financial costs. Compared to hospital teeth cleaning that costs around 2,000 yuan and carries general anesthesia risks, a daily investment of less than 1.5 yuan is far more aligned with office workers’ consumption expectations. When users find that bad breath can be eliminated in just 30 seconds, these products successfully become a staple of home care routines.
Most users report visible improvements—softer tartar, reduced tartar buildup, and noticeably fresher breath—after consistent use for one to three weeks. The transformation from pungent odor to a faint food scent is the primary feedback anchor that sustains high user satisfaction. These short-term visible results effectively offset the initial discomfort of training pets to accept the products, thereby driving long-term repeat purchases.
Slogans like "Spray and go" and "30-second quick teeth cleaning" have become user-recognized practical operation standards. Due to office workers’ tight schedules and the difficulty of brushing pets’ teeth, the combined solution of adding dental additives to drinking water and gentle wiping with finger wipes addresses the pain point of brushing feeling like a battle. High usability directly determines the sustainable usage rate of products, enabling dental care to be truly integrated into household routines.
Users have developed a mature risk awareness: mild to moderate dental issues are managed with at-home prevention, while severe tartar buildup or gum bleeding warrants immediate professional dental cleaning at hospitals. This clear boundary awareness reduces accidental injuries caused by improper use and also protects brand reputations. Safety remains the core bottom line of user decision-making, with alcohol-free, fluoride-free, and edible formulations being basic requirements for building trust.
