Oral Care in the Czech Republic

PROSPECTS

Premium products gain popularity as consumers demand efficiency

The rising demand for high-quality products was visible across oral care, being the most significant in toothpaste and toothbrushes. Czech consumers sought products that not only cleaned teeth but also protected and provided relief such as for sensitive teeth.

Interdental brushes favoured over dental floss

In 2017, a growing number of dentists and healthcare specialists recommended the use of interdental brushes and discouraged consumers from using dental floss, which can damage gums and causes unnecessary bleeding and potential complications. Interdental brushes will therefore continue to grow in popularity over the forecast period, increasingly replacing dental floss, as new product innovations are expected, particularly those providing convenient use and better cleaning results.

Power toothbrushes grow in terms of popularity

Battery toothbrushes continued to benefit from technological innovation in 2017 and marginally stronger product advertising. Products such as Philips Sonicare or Braun Oral-B witnessed the most marketing activity.

COMPETITIVE LANDSCAPE

Price promotions play an important role in 2017

The tough competitive environment within oral care led to frequent and intensive price promotions in 2017, as consumers opted for premium brands especially during price discounts.

Product innovation drives sales in 2017

Marketing support and most of the advertising conducted in 2017 was for brands that are in the higher price segments and offer high-efficacy products. For example, Curaprox Black is the New White (by Curaden Czech) was one of the most heavily advertised product launches of 2017, accompanied by a growing number of dedicated retailers (mostly in terms of street stalls/kiosks in shopping centres).

Future product innovations and gaps that offer above average future growth potential

Within mouthwashes/dental rinses, non-alcohol based on-the-go products as opposed to brands for morning/evening use might offer future growth opportunities. This is due to Czech consumers’ fast-paced lifestyles and will therefore increasingly acknowledge the specific value of time-saving dental care solutions, as dental and gum health is strongly connected to overall appearance and health perception.

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