Oral Care in the Czech Republic

PROSPECTS

Increasing awareness of dental health and effective, easy and quick solutions

Even though the mouthwashes/dental rinses category within oral care is gaining popularity, it still remains a secondary option, with the primary options being toothbrushes and toothpaste. However, companies are working towards increasing awareness of the importance of integrating mouthwashes as a part of a primary oral care routine, i.

Electric toothbrushes sees strong growth in demand

Rising oral hygiene amongst the population and the growing adoption of advanced cleaning technologies by consumers were factors behind the rapid growth of electric toothbrushes in 2018. By contrast, battery toothbrush units is considered saturated, and the products are mainly low-end and do not last long.

The entry of new players shakes up the tooth whitening category

Tooth whitening products are considered as cosmetic products; therefore, they do not need approval from the SUKL before entering the Czech market. Until recently, the offering of tooth whitening home kits was somewhat limited, mainly due to regulation stating that tooth whitening products containing or releasing 0.

COMPETITIVE LANDSCAPE

Electric toothbrush revolution

Two brands, Braun Oral-B and Philips Sonicare, dominate electric toothbrushes. Both target sales in home appliances and technical goods stores, whilst the cheapest ranges of toothbrushes of many lesser-known brands are found in drugstores/parapharmacies.

The wide range of new herbal products sees growth

The product offering expanded enormously over the last few years. In particular, herbal products were in the spotlight in 2018.

The launch of new tooth whiteners

Due to consumers’ desire for an attractive smile, in 2018 two new brands of tooth whiteners, iWhite instant tooth whitening kit and Rapid White bleaching strips, were launched in the Czech market. These launches were accompanied by heavy marketing support and TV advertising, which had an immediate impact on value growth.

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