US Market Entry Research: A Chinese Oral Care Brand Entering the US Market

Social media pointed to Gen Z, but the customers worth winning were somewhere else.

THE CHALLENGE:

A health technology team in China wanted to launch an oral care product in the US. They believed Gen Z was their core audience, based on TikTok trends. They needed to know how Americans actually think about oral health, what makes them try something new, and what makes them stay.

THE REMCAL INSIGHTS APPROACH:

The US market entry research ran in two phases. Two phases. First, expert and consumer interviews to understand real habits, motivations, and frustrations in oral care. We used those findings to build a survey of roughly 1,000 US adults covering awareness, usage, and barriers to adoption.

THE IMPACT:

The Gen Z hypothesis was wrong. We found a different, higher-value audience the team would have missed by following social media. We also separated what drives trial from what drives repeat use: early dental concerns bring people in, but comfort, convenience, and visible results keep them. The client launched with the right target from day one.