Energy category brushes up against toothpaste

Canadean: “Energising products are slowly shifting from drinks into other categories, such as food and personal care...”

The rapidly broadening energy category has a new platform – energy toothpaste which has been launched in Russia.

Market researcher Canadean said the product made by Estonian-listed firm R.O.C.S. (Remineralizing Oral care Systems) was a symptom of a successful multi-billion euro category that was forever seeking new delivery matrices like gums and chocolate.

The active ingredient in the ROCS product is taurine which features in many energy drinks although its energy-giving properties have been rejected by the European Food Safety Authority (EFSA).

In this climate most European energy products rely on EU-approved vitamin B forms for their energy claim making, although as a non-member Russia is not bound by the EU nutrition and health claims regulation (NHCR).

“Energising products are slowly shifting from drinks into other categories, such as food and personal care,” said Canadean analyst, Veronika Zhupanova.

“The world has already seen a number of personal hygiene products, such as shower gels and shampoos with taurine.”

Oral Care has a special place among personal hygiene products, as despite being spat out, it is partially absorbed in the mouth and its ingredients can be ingested in small amounts. 

Zhupanova predicted energy toothpaste would emerge in the UK.

“British consumers have already been investing in oral care products more than other European countries; for example, the UK’s toothpaste and mouthwash market was estimated [€824m] in 2013.” 

But she warned toothpaste manufacturers needed to be careful with dosage and demographics.

“Due to a chance of ingestion manufacturers need to set age limitations and daily intake occasions.”

ROCS trades its oral care products online and is present in several European markets.

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