Future Network, Beijing, December 17 (Reporter Ling Meng) "Probiotic gummy, probiotic cheese, probiotic jelly... Even children's toothpaste also has probiotic categories. Is this IQ tax?" Recently, when purchasing children's toothpaste, Lin's wide range of products made parents Ms. Li difficult.
In recent years, under the influence of scientific parenting concepts, the domestic probiotic track has flourished with a market size of nearly 100 billion yuan. Among them, children's probiotic toothpaste that claims to balance the oral environment and prevent tooth decay has become a hot product for many businesses. However, industry insiders analyzed that the publicity gimmick of children's probiotic toothpaste may be greater than the actual effect, and probiotics themselves do not have the effects of anti-cryptic and anti-caryotic caries. The so-called probiotic toothpaste has only theoretical possibility to regulate oral colonies.
Children's probiotic toothpaste sales are booming
With the popularity of the concept of "probiotics", the domestic probiotic market is growing. Whether it is solid beverages, snacks, or daily chemicals, all kinds of probiotic products are dazzling.
According to data released by China Business Industry Research Institute, my country's probiotic industry will exceed 100 billion yuan in 2023, and it is expected that by 2025, this market size is expected to reach about 150 billion yuan. Under the trend of the market, oral care brands Shuke, Yunnan Baiyao, Zhonghua, Aimishi, maternal and infant daily chemical brands Yingshi, Red Elephant and others have successively launched children's probiotic toothpaste products to seize market share.
On major e-commerce platforms, children's probiotic toothpaste is favored by many parents, and the sales of popular products are as high as 100,000+. In terms of applicable age, children's probiotic toothpaste is suitable for children aged 1-12, and the price ranges from ten to dozens of yuan.
Source: e-commerce platform
The reporter noticed that compared with the basic functions of ordinary toothpastes such as cleaning and mouth protection, most children's probiotic toothpastes also specifically claim to be able to "balance the oral environment" and "maintain oral bacterial flora". Some brand customer service also introduced to reporters that the probiotic ingredients in children's probiotic toothpastes have the effects of anti-crystallization and anti-crystallization.
For example, in the "English Baby Washing and Care Flagship Store" of an e-commerce platform, a promotional page of "Baby Fluorine-free Probiotic Toothpaste" shows words such as "Strong teeth protection, starting from the first deciduous teeth", "Add exclusive oral probiotics, and hold up the protective umbrella for the deciduous teeth". At the same time, the store’s customer service told reporters, “The product is suitable for children aged 1-3, and probiotics have anti-moth effects.”
In the "Red Elephant Flagship Store", a probiotic toothpaste suitable for children aged 1-12 shows slogans such as "'benefit' to eliminate 'bacteria', not afraid of tooth decay", "suppress harmful bacteria and prevent tooth decay". The store’s customer service also told reporters that probiotic toothpaste can effectively enhance the ability to prevent tooth decay.
Source: e-commerce platform
In addition, the promotional page of a children's probiotic toothpaste in the "nvr flagship store" also shows words such as "Probiotics prevent caries and teeth, mothers buy with confidence, and babies use with peace of mind".
Expert: Probiotic toothpaste publicity gimmick is greater than the actual utility
As an ingredient widely used in the food and daily chemical fields, probiotics are active microorganisms that are beneficial to the human body. They can regulate the normal bacteria of the intestines and are used to treat diseases such as indigestion and diarrhea.
However, some parents have questioned the effects of "balancing the oral environment" and "preventing tooth decay" as claimed by children's probiotic toothpaste. Mr. Zhang from Haidian District, Beijing told reporters from Future Network, "There are more and more types of children's toothpaste, and every time I buy, I am confused. However, I did not feel the difference between children's probiotic toothpaste and ordinary toothpaste during the use of the child."
Image source: Social platform Children's "probiotic" toothpaste triggered discussion
For this reason, Future Network interviewed industry insiders who focus on the research and development and production of oral care products, Chen Hui, founder and CEO of the "Huga" brand of Shanghai Huiko Biotechnology Co., Ltd. She said that compared with ordinary children's toothpaste, the publicity gimmick of children's probiotic toothpaste is greater than the actual effect. There is no problem in using probiotics to regulate the oral environment of children, but probiotics themselves do not have the effects of anti-crystallization and anti-crystallization. The ingredient in toothpaste that has anti-crystallization effect is fluorine.
"There are still some businesses on the market that claim that the probiotic ingredients in toothpaste can prevent moths, which is very misleading.At present, the efficacy of probiotic toothpaste in children's probiotics in preventing decay and preventing decay is not supported, and children's brushing time is mostly about 2 minutes, so it is very difficult for probiotics to play a role. "Chen Hui said.
Future Network reporters also tried to contact brands such as Yingshi, Red Elephant, etc. The reply from Guangzhou Yingshi Qizhi Technology Co., Ltd. said: There was no expression on the page of Yingshi Baby and Child Care flagship store that claimed that probiotics can prevent moths. It mainly advocates creating a healthy oral environment. The moth prevention function is mainly achieved through 0.05% "fluorine". "This time I apologize for the inaccurate customer service statement and the troubles caused to consumers. In the future, we will continue to optimize services and strengthen professional training for customer service and other related personnel. "
At the same time, a reporter from Future Network also called the public phone number of the Red Elephant, and the phone has been unanswered.
Qi Kun, deputy chief physician of the Dental Facial Development Management Center of Xi'an Jiaotong University Dental Hospital, told Future Network reporters that at present, probiotic toothpaste is controversial, and there is no clear argument that probiotic toothpaste has a better protective effect on teeth than ordinary toothpaste. "In fact, parents can just buy normal children's toothpaste for their children. For some children with a high prevalence of tooth caries, they need to find a special dentist for examination and choose appropriate oral cleaning products according to the risk level. "
Shao Ling, the attending physician of the Dental Department of the Third Affiliated Hospital of Southern Medical University, also pointed out in an interview with the media that the regulation of oral colonies by probiotic toothpaste is only theoretically possible. When there are no symptoms such as inflammation in the mouth, most of the internal beneficial colonies are in a balanced state. It is not recommended to use special toothpaste to destroy the balance of the colony in the oral cavity. If the oral has lesions, you should seek medical treatment as soon as possible and follow the doctor's advice to use mouthwash or medication. It is unrealistic to use toothpaste to treat diseases.
