Shiny teeth – preferably with promoted products

Experts believe that mouth hygiene is still behind Western standards in Hungary, which means there is still room for development. Brand loyalty is low in the mouth care market, with consumers highly conscious of the price/value ratio. In spite of the recession, manufacturers do not expect people to reduce their consumption of toothpaste. However, demand for cheaper products and promotions will increase. Unilever is present in all price categories in toothpaste( Amodent in low, Signal family in medium, Signal prémium in high) and in toothbrushes as well. Signal launched two innovations in the beginning of 2009. Signal Crystal Gel is a toothpaste in the super premium segment which comes in a transparent tube, combining freshness with a whitening effect. Signal Style Tech is a toothbrush designed by the Pininfarina studio. The blend a med 3D White LUXE product line appeared last autumn. This toothpaste by Procter&Gamble is very effective against discoloured teeth. It is available in Glamour, Anti-Tobacco Fresh and Sensitive versions. Aquafresh Iso-Activ by GlaxoSmithKline is a gel which produces a foam claimed to be 25 percent more effective against bacteria than conventional toothpaste. This year, Sara Lee has launched a new version of the Clinomyn product line intended specifically for smokers. In 2008, the super premium Signal White Now brought a 4.2 percent increase in the market share of Signal in terms of value and a 3.3 percent increase in totals sales of the category during its introduction. 50-75ml size products still account for 75 percent of toothpaste sales, while the market share of the 100-125 ml size and of the sensitive segment is growing. All three Amodent versions are now available in the 100 ml size. No further increase in the market share of private labels is expected, because a shift towards quality is taking place in demand. This especially true for products intended for children. Premium toothbrushes account for 47 percent of total sales in terms of value. The market of manual toothbrushes has been stagnating for years, with only 1.5 units sold per capita per year. However, spectacular growth has taken place in the market of electric toothbrushes, focused mainly on accessories. Hyper markets account for the largest part of sales in this segment.