On the eve of Love Teeth Day on September 20, Rabbit Mother, a leading brand of children's age-divided cleaning and care, joined hands with the China Oral Hygiene and Care Products Industry Association to jointly host the 2023 Children's Oral Health Development Summit Forum. Many authoritative experts in the industry gathered at the scene, calling for attention to the problem of tooth decay in children, leading the high-quality development of China's children's oral care industry and children's oral products, and jointly protecting the oral health of Chinese children.
70% of children suffer from tooth decay The new generation of parents has paid more attention to oral health
Professor Rong Wensheng, Chairman of the Public Health Committee of the World Dental Federation and Secretary-General of the China Dental Foundation for Dental Prevention and Treatment, shared at the forum that oral flow surveys show that the caries rate of baby teeth in 3-year-old children at the time of kindergarten admission is as high as 50%, and the caries rate of baby teeth in children before the age of 5 is more than 72%, and the caries rate is increasing year by year.
This is related to the characteristics of children's diet, because children's food is usually soft, sticky, high in sugar, and children's ability to clean teeth is poor, so it is more difficult to prevent and control caries in baby teeth. Children's oral problems will affect nutritional intake, and they are also prone to lesion infection, and even affect children's speech and pronunciation, appearance development, etc.
According to the fourth national oral survey data, the caries rate of permanent teeth in 12-year-old children in mainland China was 38.5%, an increase of 59.3% compared with ten years ago, and the caries rate of permanent teeth in 15-year-old children was 44.4%. The caries rate of permanent teeth aged 35-44 in adults is as high as 89.0%, and the failure to develop good oral hygiene habits in childhood leads to a high incidence of caries.
In the "Healthy China 2023" plan issued by the State Council, it is mentioned that the caries rate of 12-year-old children should be controlled within 25% in 2030. With the post-90s generation becoming the main force of parenting, the wave of refined parenting has hit, in addition to paying attention to the basic health of their children, the new generation of parents has paid more and more attention to the health of their children's teeth and aesthetics, and young families' awareness and willingness to invest in children's oral care health have been greatly improved.
Gao Dongmei, president of Zhongtong Media Research Institute, mentioned at the forum that the overall consumption scale of the children's oral care industry is growing, and the scale of the mainland children's oral care market will reach 6 billion in 2022, although the growth rate is fast, but the penetration rate is not high. In 2022, the penetration rate of oral care products for children aged 2-12 will only be 38.7%, which means that 60% of children have not used oral care products such as toothpaste, and there is still huge space in the market.
Professional mothproof, rabbit-headed mother leads the children's oral care track with R&D strength
The high incidence of children's oral problems and the concern of a new generation of parenting families on oral health have spawned the demand for all kinds of children's oral care products, whether it is traditional oral brands, or mother and baby brands, have laid out the children's oral care market, but the real professional children's oral care products on the market are still scarce, many children's toothpaste is actually a smaller version of adult toothpaste, only adding fragrance or IP cartoon images, and has no real effect.
Compared with the traditional children's toothpaste without fluoride or only added sodium fluoride, the German organic olafluoride introduced by the rabbit mother for the first time has better ductility and diffusion, and can provide fluoride ions more stably, promote tooth remineralization, and has surface activity, can quickly wet and extend on the teeth, penetrate deep between the teeth and wrap the teeth, and it is easier to stay in the mouth. Correspondingly, the raw material cost of organic olafluoride is also 700 times the cost of traditional sodium fluoride. In addition, the practice of adding flavor pigments in the industry is abandoned, and natural fruit extracts are used to flavor, which is soft and not spicy, and is more popular with children.
Rabbit head mother also applies the "age-split" concept of brand advantages to toothpaste, according to the tooth growth characteristics of children of different ages and different oral mucosal environments, and launches three different products: 1st (1-3 years old) baby tooth eruption period, 2nd (3-12 years old) growth period and tooth replacement period, and 3rd (13 years old +) permanent tooth period, to achieve scientific age-grading and dose-based dental protection.
"We must focus on the anti-moth effect, and work the raw material side, the research and development side, the efficacy side, and the clinical side." Brand founder Liu Nan said. The rabbit-headed mother and the School of Chemical and Materials Engineering of Jiangnan University evaluated the mothproof efficacy and anti-moth duration of olafluoride raw materials in the overall formula of children's age-divided doses for the first time. Together with SGS, the first company to conduct safety assessment of all raw materials and overall formulas, it passed 347 safety tests and EU cosmetics safety tests. In addition, Rabbit Head Mama has cooperated with more than 500 dental clinics and jointly carried out clinical research in tertiary hospitals with professional CRO institutions.
According to Ms. Ding Yun, Rabbit's head mother R&D partner, the brand has not only accumulated a certain amount of core raw materials for preventing tooth decay, but also made breakthroughs in biological raw materials with restorative effects after children's tooth decay, and will soon launch a children's toothpaste that can repair superficial tooth decay.
Excellent R&D strength, raw materials and barriers at the R&D end, and the product strategy of precise anti-tooth decay of age-based formulas have enabled Rabbit-headed mother Olafluoride ageing toothpaste to occupy the Top1 of children's toothpaste category on all mainstream e-commerce channels such as Tmall, Jingdong, Douyin, Vipshop, and Pinduoduo, with a market share of more than 30% in multiple channels. In 2023, the sales scale of rabbit-headed mother children's toothpaste will increase by 706% year-on-year, becoming the leading brand of children's toothpaste. The on-site brand said that the offline sales terminals of rabbit head mother's toothpaste will exceed 50,000 this year, covering mother and baby stores, beauty stores, supermarkets and dental clinics.
Protecting the oral health of Chinese children Rabbit-headed mothers in action
As the leader of children's toothpaste, Rabbit Head Mother and China Oral Cleaning and Care Products Industry Association jointly launched the "Public Welfare Action to Protect Children's Oral Health in China". The two sides will jointly donate olafluoride toothpaste to 3,000 children in township schools for three consecutive years, and provide free oral consultations twice a year to continuously track the oral health problems of children in townships.
In the upcoming 920 National Love Teeth Day, Rabbit-headed Mother also joined hands with more than 300 children's mother and baby stores to carry out science popularization activities to prevent tooth decay. In many business districts across the country, such as Nanjing Jianye Wanda Plaza, Qingdao Lida Mao, Chengdu Greenland Ito Katang, etc., pop-up shops have been set up to prevent tooth decay and provide free oral examinations for children. In the next three years, Rabbit-headed Mother will also cooperate with 1,000 dental clinics and 10,000 terminal channels to carry out children's tooth decay prevention education, influencing the attention and attention of 1 million families to oral health issues.
At the forum, Rabbit-headed Mother was officially awarded the "Official Standing Director Unit of China Oral Hygiene and Care Products Industry Association", and Rabbit-headed Mother took this as an encouragement to bring safe, effective and pleasant nursing programs to tens of millions of parent-child families as their own responsibility, through the power of communication, so that children's tooth decay problems can be paid attention to by more families and promote the implementation of more oral health programs.