Oral Care in the Czech Republic

PRE-COVID-19 PERFORMANCE

Players use new launches and communications to push mouthwashes/dental rinses as part of primary oral care routine

Toothbrushes and toothpaste remained the main oral care products, although companies continued to inculcate the importance of mouthwashes/dental rinses as part of consumers’ primary oral care routine. Players promoted brushing at various points of the day to maintain the pH of the mouth and fight the germs that can cause gum disease.

Familiarity, trust and price favour manual over electric toothbrushes despite growing interest in advanced cleaning technologies

Growing awareness of the importance of oral hygiene and the adoption of advanced cleaning technologies by consumers continued to see electric toothbrushes register the fastest retail volume and value growth in 2019. By contrast, battery toothbrushes saw steep sales declines as such products tended to be positioned at the low-end of the market and questioned over their durability.

Multinationals benefit from consumer trust in the quality and effectiveness of known brands

Multinationals continued to lead the field in 2019 through major oral care players like GlaxoSmithKline, Colgate-Palmolive, Johnson & Johnson, Unilever Group and Procter & Gamble. Oral care is important for Czech consumers, who clearly prefer and trust the quality and effectiveness of globally-recognised brands.

2020 AND BEYOND

COVID-19 impact

Sales of oral care are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within oral care

Over 2020 as a whole, oral care is expected to see a decline in retail value sales at constant 2019 prices. This runs counter to the significant growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Recovery and opportunities

Oral care is expected to return quickly to its pre-COVID-19 buoyancy during the forecast period. Indeed, growing awareness of the importance of hygiene is likely to stimulate interest in a wider range of oral care products and more comprehensive cleaning routines.

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