Oral hygiene has remained important

Andrea Révfalvi
category retail
marketing manager
Colgate-Palmolive

Andrea Révfalvi, Colgate-Palmolive Hungary Kft.’s retail marketing manager (oral care): “Oral care and preserving oral health is increasingly important in the lives of consumers. Our Colgate, elmex and meridol brands are performing very well in retail.” The expert added that this year demand increased the most for therapeutic products in the toothpaste market.

Yvette Krubl
corporate comunications
manager in CEE
Procter&Gamble

Procter& Gamble is present in every segment of the oral care category, with the Oral B, Blend-a-med and Blend-a-dent product ranges. Yvette Krubl, corporate communications manager in Central and Eastern Europe: “Oral care isn’t just a health routine these days, but also a form of beauty care, as a healthy mouth and beautiful teeth contribute to our quality of life. Sales of P&G products grew above the average in 2021 and 2022.”

Angéla Hevessy
oral care
junior brand manager
Unilever Magyarország

Angéla Hevessy, Unilever Magyarország Kft.’s oral care junior brand manager talked to Trade magazin about the premiumisation process, which has been going on in the oral hygiene category in the last few years. “Category sales improved by 6.2% in value in the drugstore channel, while volume sales didn’t change; 2022 has brought similar result so far. Our Signal brand produced an 8.34% sales growth in drugstores this year.”

New colours, new flavours

Novák Rebeka
brand & digital manager
Henkel Magyarország

Rebeka Novák, Henkel Magyarország Kft.’s senior brand manager: “In recent years the green trend has entered the Hungarian market, but in addition to natural product ingredients and eco-friendly packaging, functionality has also stayed important. Our organic toothpaste brand Vademacum takes care of these – protecting the teeth, providing care to the gum and whitening the teeth.”

Procter&Gamble’s experience is that a large proportion of consumers now concentrate on prevention. New toothpaste flavours are gaining ground, such as coconut oil, aloe vera, peppermint, etc. Unilever Magyarország Kft. has noticed the strengthening of multifunctional toothpastes, which offer 2 or 3 product benefits, e.g. whitening and reducing tooth sensitivity at the same time. More and more Colgate-Palmolive toothpastes are marketed in recycled tubes and cartons, while manual toothbrushes contain a growing proportion of recycled plastic.

Recently, the demand for therapeutic toothpastes has increased the most significantly

Innovations in the spirit of aesthetics and health

Oral care is no more merely a health issue, but part of beauty care

In 2022 Unilever Magyarország Kft. reacted to the sharp rise in demand for whitening toothpastes by launching Signal White Now Sensitive. This product combines instant whitening with clinically tested technology for reducing tooth sensitivity in just 30 seconds. From spring 2022 Nature Elements toothpastes contain not 94% but 96% natural ingredients, and a new variant also came out, made with 100% natural pink salt and chamomile extract.

The green trend has infiltrated into the oral care market, but functionality remained an important aspect

One of Colgate-Palmolive’s top innovations this year is the Colgate® Max White Ultra product range: these products utilise oxygen to guarantee effective and safe teeth whitening. The elmex® Sensitive range came out with the Complete Protection variant, while the meridol brand launched meridol® Fresh Breath toothpaste with the special Dual Action + zinc formula. Henkel’s latest innovations are in the children’s category, for instance certified organic children’s toothpaste. //

The above article is available for reading on pp 114-117 of Trade magazin 2022.08-09.