Oral Care in Slovakia

PROSPECTS

Consumers increasingly demand quality products

In 2017 Slovak consumers increasingly opted for premium products as oral health was important. Premium toothpaste and toothbrushes gained popularity as consumers sought medicated brands for specific purposes, such as teeth whitening and paradontosis, with repair or protection features.

Innovation and increasingly positive perception among consumers benefits battery toothbrushes

Battery toothbrushes gained popularity in 2017 thanks to better advertising support and technological innovation. Among adults higher convenience and strengthening purchasing power slowly drove sales upwards.

Interdental brushes gain popularity

Dental floss registered current retail value growth in 2017. However, the need to floss teeth was increasingly challenged by claims from dentists and healthcare professionals that using interdental brushes is better for gum health than regular flossing.

COMPETITIVE LANDSCAPE

Product recommendations and sophisticated marketing activity may help boost sales

The category was highly competitive in 2017, with significant price competition and brand advertising. Manufacturers will continue to spend more on product innovation and marketing support, as distinguishing their key brands from those of competitors will become more important as the number of brands increases.

Aggressive marketing support and strong price promotions impact the category

Brand advertising played a significant role within oral care in 2017. Premium products accounted for the majority of advertisements, such as the television adverts throughout 2017 for the Oral-B battery toothbrush and adverts for Sensodyne in toothpastes.

Future product innovation to be interesting, useful or provide amusement

Product kits will become increasingly common, such as Collage Max White which combined a toothbrush with a teeth whitening pen. Battery toothbrushes is set to benefit from technological innovation and the product is likely to go cross-industry – for example, Oral-B offering the ability to charge a mobile phone through the toothbrush unit.

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