Under the trend of oral beauty, the endless stream of new oral care products began to enter the field of vision of consumers, whether it is a makeover mouthwash, or a mouth spray with a higher and higher appearance, which is responding to the oral care needs of consumers from cleaning to "beauty".
According to the "2021 Douyin Oral Care Industry Insight Report" released by Huge Engine, from January to May 2021, the search volume of Douyin oral related content increased by 69% year-on-year, of which the most concerned oral problem is breath, while the attention of "swallowable" and "edible" increased by 1743% and 1035% respectively.
The main function is to fresh breath and edible oral pop beads in the past year is undoubtedly closely related to this trend, and the current video playback of the topic of "popping beads" on Douyin has reached 170 million times.
TikTok "popping beads" topic
For social needs, in addition to brushing teeth and other daily dental care methods, consumers also want to keep their breath fresh anytime and anywhere, oral poppers such as products that can be swallowed directly are more convenient than chewing gum and mouthwash, and the colorful appearance and more interesting taste are also more likely to attract young people with increased awareness of oral care, MedTrend Medical Trends, Med+ Research Institute and Meituan Medical cooperation released the "2020 China Oral Medical Industry Report", according to the "2020 China Oral Medical Industry Report". In 2020, the proportion of oral consumers aged 20 to 25 on the Meituan platform increased from 16% in 2018 to 26%.
In July last year, The local cutting-edge oral care brand Zahanhan, which entered the market with probiotic mouthwash, launched a new product "Force Pop beads", claiming that at least 5 billion CFU probiotics were added to a box of pop beads, which can balance the gastrointestinal microecology and solve the breath from the source, and the medium chain triglycerides can also protect the energy metabolism of the liver.
The Samadhi Force Burst
Another domestic cutting-edge oral care brand Huga's "explosive beads" were also listed in July last year, in addition to the same "5 billion CFU probiotics", "improve the balance of gastrointestinal flora", "source of breath" and other claims, the product introduction also shows that there are "Helicobacter pylori bacteriostatic ingredients" in the product.
Huga bursts into popping beads
With the deepening of consumers' understanding of oral care knowledge, gastrointestinal diseases, infection with Helicobacter pylori, etc. may lead to bad breath cognition is gradually popularized, can only act on the mouth of the gum and mouthwash can not meet the needs of consumers "root breath", and this is why the new oral poppers continue to appear and mostly claim to be able to act on the stomach and intestines.
Dutch oral care brand Bluem's frankincense oil oral care popper also attached a test report of the bacteriostatic test to its product introduction, which showed that the product has a strong bacteriostatic effect on Helicobacter pylori. This product is also very popular among domestic consumers, with monthly sales of more than 1,000 on Tmall.
Bluem Frankincense Oil Oral Care PopCorn
According to the "Fifth National Consensus Report on the Treatment of Helicobacter pylori Infection", bismuth tetralogy (proton pump inhibitor + bismuth agent + 2 antibiotics) is the main empirical eradication treatment plan for Helicobacter pylori, as to whether the probiotics and frankincense oil added to the oral pop beads can really play a role in regulating the flora or even inhibiting bacteria, the current discussion is not much.
The Food and Drug Administration published a popular science article on Friday for the hot-selling "anti-ghost toothpaste" on the market, saying that toothpaste claims that "anti-Helicobacter pylori" lacks scientific basis, and such products may add broad-spectrum bacteriostatic agents, such as long-term large-scale use may lead to intraoral flora disorders, which is not conducive to oral health, and also remind consumers that toothpaste cannot replace drugs to treat diseases.
Although the principle of oral pop beads and toothpaste action is different, it also shows to some extent that the claim of therapeutic efficacy of individual care products has attracted regulatory attention.
In addition, in order to attract consumers, these new oral care products often design the taste to be milder, more like snack drinks, especially similar to candy oral poppers, but from the consumer's comments, such products have problems such as weak effect, more "chicken ribs", and some consumers also feedback that the taste of these oral poppers is not good.
Therefore, although oral pop beads can attract a number of new consumers with the concept, but its long-term development is also facing challenges, on the one hand, the regulatory environment of the beauty and personal care industry is becoming more and more stringent, especially for the efficacy claim, the brand needs to spend more money to provide proof of efficacy, on the other hand, because most of the domestic emerging oral care brands are still through OEM production, so the product difference is not large and the independent research and development ability to break through the product difficulties is weak, plus the oral pop beads are an edible product. Its development threshold is higher, and it tests the brand's ability to build products. BINC
Author: Lee
Image source: Network