Oral Care in Slovakia

2020 IMPACT

Power toothbrushes, particularly electric toothbrushes, remain the main driver of growth in oral care

There was very little growth in retail current value sales of oral care during 2020, as the economic impact of COVID-19 led some local consumers to tighten their purse strings. There was some stockpiling of toothpaste and manual toothbrushes during the early stages of the pandemic in the spring, but this proved to be short lived, with purchasing patterns normalising once consumers realised that supply chains remained robust.

Natural and sustainable ingredients grow in popularity

Products with a natural positioning became increasingly common in toothpaste over the course of the review period. Players launched new and more natural formulations that are free from such ingredients as propylene glycol and saccharin.

Consumers are more aware of the importance of oral care, as well as being increasingly interested in personal appearance

In general, Slovak consumers have become more educated about the need for a more complete oral care routine, supported by school education programmes and advice from dentists, as well as information provided by oral care brands. Moreover, with consumers placing an ever-increasing focus on personal appearance, products that can provide teeth whitening benefits, such as Johnson & Johnson’s recently launched Listerine Advanced White Clean in mouthwashes/dental rinses, are growing in popularity throughout oral care.

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