① “Sweet gel and liquid”
Made with artificial sweeteners and preservatives, synthetic polymers, and flavorings to make tooth brushing easier
(Substrate, base, ingredients: Artificial sweeteners such as aspartame, sorbitol, sucralose, maltitol, erythritol, sodium saccharin, water-soluble synthetic polymers such as carbomer, sodium polyacrylate, hydroxyethyl cellulose, liquid plastics, synthetic fragrances, parabens) ・Synthetic preservatives such as phenoxyethanol, sodium benzoate, potassium sorbate, BG, PG)
Growth: Proportional to increase/decrease in total number of pets
Risk factors: Emergence of new technology to deal with oral bacteria, development of clinical efficacy data and safety data, etc.
② “Chemical gel and liquid”
Contains synthetic disinfectants, chlorine, bleach, surfactants, other chemicals and compounds, and antibiotics for the purpose of killing oral bacteria.
(Key ingredients: CPC, IPMP, chlorhexidine gluconate, benzethonium chloride, benzalkonium chloride, LSS, triclosan, salicylic acid, yucca extract, phenol, cresol, hydrogen peroxide, chlorine, chlorine dioxide, phosphate, iodine, formaldehyde , ammonia, cyanide/cyanic acid, pesticide/insecticide ingredients, etc.)
Growth potential: Trend of replacement by alternative green technologies
Risk factors: Side effects, drug-related litigation risk, environmental pollution risk
③ “Thiocyanate gel and liquid”
For the purpose of sterilizing oral bacteria, this product contains saliva components such as glucose oxidase and chemically reacts with saliva components in ppm units (thiocyanate) to generate cyanide in the oral cavity.
(Key ingredients: glucose oxidase, lactoperoxidase, potassium thiocyanate, sodium thiocyanate, hydrogen peroxide)
Growth potential: Trend of replacement by alternative green technologies
Risk factors: Laws and regulations (ex 2014 European Union regulations), drug-related litigation risk, environmental pollution risk
④“Strong alkaline gel and liquid”
Contains strong alkali (K hydroxide, caustic potash, Na hydroxide, caustic soda) and electrolyzed alkaline water with a pH of 10 or higher for the purpose of sterilizing oral bacteria.
(Key ingredients: K hydroxide/caustic potash, sodium hydroxide/caustic soda, alkaline electrolyzed water/pH adjustment strong alkaline agent, salt)
Growth potential: Trend of replacement by alternative green technologies
Risk factors: laws and regulations, drug-related litigation risk, environmental pollution risk
⑤ “Gels and liquids containing naturally derived ingredients”
Contains alcohol (ethanol), natural toxin antibacterial ingredients (plants/organisms), lactic acid bacteria themselves, heavy metals, etc. based on the effect on oral bacteria.
(Key ingredients: grain ethanol, hinokitiol, catechin, mastic resin, St. John’s wort essential oil, wintergreen essential oil, tea tree essential oil, plant extract, koji extract, Chinese herbal medicine, alkaloids, propolis, yogurt, lactic acid bacteria themselves, lactic acid bacteria culture extract, mold) products, silver, zinc, etc.)
Growth potential: Trend of replacement by alternative biotechnology
Risk factors: Preparation of clinical efficacy data and safety data, etc.
⑥ “Lactic acid bacteria antibacterial peptide gel and liquid”
Contains lactic acid bacteria antibacterial peptide for the purpose of cleaning oral bacteria.
(Key ingredients: lactic acid bacteria antibacterial peptide/plant extract)
Growth potential: Popularization in the niche field as an invention that is useful to humanity and is utilized in space.
Risk factors: increased costs in research and production and maintaining competitive prices
Until the 2010s, before the coronavirus pandemic, category 3, which also included products for human use, accounted for a large share, but the formulation changed in 2015 in response to the European Union (EU) regulations on chemical substances in 2014. As a result, it has become a ① category, and the share of ① is increasing, and since 2020, the miscellaneous goods industry and mail order businesses have entered the ④ category one after another, and the ④ category is also growing. Regarding ② and ⑤, the main products are human products, and although there are sub-line players, they are on the decline.
The exact market size of each category, future growth potential, health/environmental/business risks, position map of each brand, market share, and market trends 30 years from now are currently under investigation, but health and environmental protection are important. In the 21st century, there will be a generational shift to alternative green technologies, and category 6 will become mainstream.
DTC World Pets product review 2024 Health and Environment