Oral care showed an improved performance in 2021, with total volume and current value sales returning to growth after having declined the previous year. As the rollout of vaccines and easing of public health restrictions fuelled a robust economic recovery and led more people to go back to the office and start regularly socialising again, this turnaround was supported by increased demand in categories that had been negatively affected by the initial shock of COVID-19 and the home seclusion trend in 2020, such as dental floss, denture care, tooth whiteners, mouth fresheners, toothpaste and manual toothbrushes.
Electric toothbrushes have been gaining popularity in Hungary for a number of years thanks to recommendations by dentists and rising awareness of their superior cleaning efficacy as compared to manual varieties. This trend has recently been reinforced by increased health-consciousness among consumers during the pandemic.
Discounters recorded the fastest growth in overall current value sales of any distribution channel within oral care in 2021. Its performance was bolstered by more cautious attitudes to household spending as many Hungarians continued to feel the negative economic impact of the pandemic and rising inflation drove up the general cost of living in the country.
Electric toothbrush units and electric toothbrush replacement heads are expected to remain the fastest developing oral care categories in volume growth terms over the forecast period. Recommendations by dentists and increasing awareness of how oral and dental hygiene affects general health and wellbeing will continue to play a key role in encouraging the wider use of electric toothbrushes in Hungary.
Toothpaste will remain by far the single largest oral care category in volume and current value sales terms over the forecast period. While the necessity status of this product type should ensure the category develops positively in both respects, its potential for expansion will be constrained by maturity and population decline.
With COVID-19 having made Hungarians more health-conscious, the adoption of more thorough oral hygiene regimens should support robust growth in volume sales for mouthwashes/dental rinses over the forecast period. Together with mouth fresheners, in the short-to-medium term this category will also benefit as people continue to return to their usual workplaces and socialise more frequently in line with further improvements in the epidemiological situation.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See All of Our DefinitionsThis report originates from Passport, our Oral Care research and analysis database.
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