Oral Care in Slovakia

PROSPECTS

Premiumisation is a major trend shaping oral care demand

Premiumisation was a key trend within oral care in 2018, as consumers were increasingly willing to spend on high quality toothbrushes and toothpaste – the two largest oral care categories. Greater efficacy, leading to health prevention and healthier teeth and gums, was increasingly in demand in Slovakia.

Power toothbrushes show strong growth potential

Battery operated toothbrushes have gained share from traditional manual toothbrushes, thanks to product innovation and stronger product presentation. Special illuminated retail display stands were used with informative materials in the form of printed leaflets or LCD screens.

Interdental brushes see sales grow

Dentists and healthcare specialists increasingly recommend the use of interdental brushes, while discouraging consumers in Slovakia from using dental floss. This is because, based on medical research, flossing teeth can damage gums and cause unwanted bleeding.

COMPETITIVE LANDSCAPE

A higher product profile in stores helps boost sales

Dedicated product stands in retail outlets, such as drugstores and pharmacies, started gaining popularity in oral care in 2018, and this trend is predicted to accelerate. Battery toothbrushes and premium toothpastes will rely more on product presentation, as opposed to using expensive TV advertisements.

A highly competitive category

More aggressive marketing support within oral care created a highly competitive market environment in Slovakia in 2018. Bevola, a private label product line from Kaufland Slovenska Republika, was introduced in the second half of 2018, with a toothpaste variant, accompanied by significant in-store advertising, printed press advertisements and online product presentations.

Production specialisation and good future growth prospects motivate investment

De Miclén – a production plant of GlaxoSmithKline in Slovakia – started specialising fully in the production of the company’s toothpaste, dropping production of products for third parties, such as Herba Drug. This was a result of rising global demand for premium toothpaste products, such as Sensodyne and Paradontax.

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