Per reporter: Li Biao Per editor: Chen Xu
Toothpaste has long been a necessity that people can't live without every day. Some research institutions show that in 2017, the sales market size of China's toothpaste industry reached 21.67 billion yuan.
In the huge domestic market, the industry is facing more and more fierce competition, local toothpaste companies plus foreign toothpaste enterprises reached about 70, a variety of toothpaste varieties also make consumers more and more rational, the market consumer demand is gradually changing.
Traditional teeth cleaning, fresh mouth and other effects have been difficult to meet the needs of consumers, whitening, gum protection and other effects have become a new fashion. At the same time, toothpaste containing pharmaceutical ingredients is becoming more and more favored by consumers, including some Traditional Chinese medicine companies have also begun to enter the traditional Chinese medicine toothpaste industry. However, in recent years, drug toothpaste has also faced tests and doubts, and whether drug toothpaste can treat oral diseases has become the focus of controversy.
To this end, the Daily Economic News (hereinafter referred to as NBD) reporter interviewed Lion King, one of Japan's largest daily consumer goods companies with a history of more than 120 years, Lion King Daily Chemical (Qingdao) Co., Ltd. R & D director Liu Jing told reporters that if the promotion of toothpaste can treat oral diseases and replace the treatment of doctors, it is wrong.
Image source: Xinhua News Agency
NBD: The Lion King entered China in 1988, what was the reason for choosing to enter China at that time?
Liu Jing: In terms of the toothpaste industry, there were only a few state-owned enterprises before China's reform and opening up, while China's market has more than 1 billion consumers, which has great potential.
nbd: Toothpaste varieties have developed from single-function clean toothpaste to teeth cleaning, drugs, fluorine, biological and other types of functional varieties, what do you think is the direction of the future toothpaste consumer market?
Liu Jing: There are many classifications of toothpaste, such as efficacy, composition, fragrance, appearance, etc., plus mixing and superimposing, which can be said to be complicated. But if you look at the essence through the phenomenon, it can be said that there are two general directions: one is efficacy, and the other is the sense of use.
Efficacy emphasizes high technology, verification of data, prevention or solution of certain oral problems, etc., talking about science and rationality; the sense of use emphasizes uniqueness, novelty, preference, etc., and artistic communication and sensibility. Most of the actual products are both, or each has its own emphasis.
Therefore, I think it is impossible to say which type of toothpaste is more popular in the market, but to see whether it can be done better in terms of efficacy and sense of use, and there is a huge market demand and opportunity in either aspect.
nbd: In recent years, there have been more and more varieties of pharmaceutical toothpastes, which seem to be more favored than other types of toothpastes. Is there a big gap between the content and efficacy of these drug toothpastes and ordinary toothpastes?
Liu Jing: To have a clear and rational understanding of pharmaceutical toothpaste, I think there are two main points:
First, toothpaste is not a medicine, it is a daily cleaning and nursing product, and it does not have the function of medical diagnosis and treatment. It would be a mistake to advertise that toothpaste can treat oral conditions and replace doctors' treatment.
The second is to insist on brushing your teeth every day, adhere to the correct daily cleaning and nursing, especially the use of drug toothpaste, which has the effect of preventing and alleviating symptoms. It would also be a mistake to think that drug toothpaste is a gimmick for false propaganda.
A classic example is fluoride toothpaste. After years and many experiments around the world, the daily use of fluoride toothpaste has determined the effect of preventing caries. In many countries, including Japan, there are long-term historical data that prove that the use rate of fluoride toothpaste is inversely proportional to the prevalence of dental caries in consumers.
In our country, there are strict controls on the promotion of the efficacy of toothpaste. According to the provisions of qbt2966 efficacy toothpaste, the special efficacy of toothpaste must be verified by laboratory or clinical trial, first of all, there are high qualification requirements for the verification agency; secondly, the clinical trial must strictly comply with the standards issued by the national health authority on the verification of the efficacy of toothpaste, which is actually exactly the same as the management procedure of the clinical trial of the drug. Therefore, the efficacy of the tested and verified medicinal toothpaste is trustworthy. At the same time, the toothpaste industry will also be subject to the supervision of the whole society.
(Cover image source: Xinhua News Agency)
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