In China, toothpaste is not included in the definition of cosmetics and is only regulated by reference to common-use cosmetics. At present, China’s State Administration for Market Regulation is finalizing the “Measures on the Supervision and Administration of Toothpaste”. Before the release of the relevant regulations, children’s toothpaste according to the existing Chinese toothpaste regulations can continue to sell normally.
On May 12, Beijing time, the China Oral Care Industry Association consulted the Department of Cosmetics Supervision and Administration of the National Medical Products Administration of China on the regulation of the sale of children’s toothpaste in China, and the National Medical Products Administration of China replied that children’s toothpaste could continue to be sold normally before the promulgation of the new regulations.
The reply said that, according to China’s Regulation on the Supervision and Administration of Cosmetics, the definition of cosmetics does not include toothpaste, which is only managed with reference to common-use cosmetics. The specific reference method is determined by the ” Measures on the Supervision and Administration of Toothpaste” promulgated afterwards.
Currently, China’s State Administration of Market Supervision and Administration is finalizing the “Measures on the Supervision and Administration of Toothpaste”, which will be promulgated and implemented as soon as possible. Children’s toothpaste with reference to the “supervision and management of children’s cosmetics” management of the specific details will be clarified in the “supervision and management of toothpaste” and its supporting regulations, its regulatory work in accordance with the “supervision and management of toothpaste” and supporting regulations promulgated thereafter. Before the release of the relevant regulations, children’s toothpaste according to the existing toothpaste regulations can continue to sell normally.
After the implementation of the new regulations on toothpaste, whether the former toothpaste products can be sold and the transition period is still a problem. Staff from the China Oral Care Industry Association revealed that “new products should be in line with the new regulations, the former products will be provided a transition period.” She also stressed that documents released by China’s National Medical Products Administration to shall be prevailed. Several Chinese industry insiders, on the other hand, analyzed that a transition period will be set. “Children’s products will use the strictest means, even if there is a transition period will be very short”, a senior person predicted.
Today, China’s adult toothpaste market has reached 98% penetration rate. The market is big but has been divided by many brands almost so the competition is extremely fierce. However, as a toothpaste market segment of children’s toothpaste potential is huge.
According to the scale of China’s oral market and the number of visits to the data measured from 2015-2019, China’s per capita oral consumption from $91 to $133, per capita oral consumption to maintain an average annual growth of 10%. With the full implement of China’s three-child policy, the demand for China’s children’s oral care market will be triggered. According to the data released by the Qianzhan Research Institute, China’s children’s oral health market covering children’s oral care, prevention and treatment is expected to exceed $73.5 billion.
The above positive signals stimulate the booming development of the whole children’s oral care market in China, and there are more and more entrants in the children’s oral care category.
A search on the Chinese e-commerce platform Tmall using the term “children’s toothpaste” shows brands such as Sakykids, Colgate, Yunnan Baiyao, CNICE Ya Ya Le, Oral B, Frog Prince and Lion. Among them, the TOP 3 brands in the hot selling list are: Jordan, Dexter, and babycare.
Because the oral form of children is different from that of adults, the function of children’s toothpaste must also be different from that of adult toothpaste. In the current Chinese market, the children’s toothpaste represented by Sakykids, Yunnan Baiyao, CNICE Ya Ya Le, etc., which mainly focus on the efficacy of anti-cavity, anti-sensitivity, etc., and target to solve the most troubling parents and babies’ tooth decay problems. Data showed that children’s toothpaste with anti-cavity and dental care effects currently occupies up to 68% of the market share.
Senior Chinese industry insiders said, “Despite the rapid development of oral health awareness and consumer market in mainland China in the past 10 years, there is still a huge gap compared with developed countries such as Europe, America, Japan and Korea.” This illustrates that, compared with the rate of children’s oral caries in developed countries, the treatment rate, the scale of oral products categories, more can foresee the vast blue ocean of China’s children’s oral health market in the future.