Growing number of consumers want their toothpaste to have therapeutic effects

Modern oral care involves more and more products in addition to the traditional toothbrush and toothpaste. Anita Boros, Procter & Gamble’s PR manager told our magazine that they put a lot of effort into R&D in the field of oral care too, for instance to aid consumers in dealing with their special gum or tooth problems. Ádám Somogyi, oral care junior brand manager of Unilever Hungary informed us that about 60 percent of the toothpaste market is still made up of medium- or low-price products. There is room for development in oral care habits: the average Hungarian only uses one toothbrush a year and 16 percent of our compatriots don’t wash their teeth every day. Szilvia Baranyi, Henkel’s beauty care trade marketing & brand manager told Trade magazin that whitening is still the biggest segment in Hungary, but recently children’s toothpastes and the medical (professional toothpastes with therapeutic effects) segment have expanded considerably. According to Márió Végh, GlaxoSmithKline Kft.’s oral care activation manager last year (and also in 2011) therapeutic products were the drivers of market expansion. There was two-digit growth in sales of toothpastes for bleeding gums and toothpastes for sensitive teeth also grew way above the market average. The Pro-Expert Clinic Gum Protection product family appeared in the blend-a-med portfolio last year. This toothpaste guarantees special protection against bacteria in dental pellicle and makes gums healthy in just four weeks. All three lines of the product family – gum protection, sensitivity reduction, enamel regeneration – would be useful for Hungarians, as 88 percent of the country’s population suffers from some kind of gum problem. Unilever updated Gabi toothpastes and their new taste helps children to get to like brushing their teeth, they protect children’s tooth enamel and strengthen deciduous teeth. Signal White Now is a premium toothpaste range which has been successful for years.

This year Unilever launched the exclusive-look Signal White Now Gold, which contains three times more instantly whitening ingredients. Henkel’s Vademecum ProVitamin product line appeared in shops this year. Thanks to their vitamin formula they introduce vitamin directly to the gums, where they are needed the most. Vademecum ProVitamin Sensitive is for sensitive teeth and Vademecum ProVitamin Complete offers 360-degree protection. GlaxoSmithKline put Sensodyne Complete Protection on the market this May, the 7 special ingredients of which ensure the complete protection of sensitive teeth. The Parodontax brand also welcomed a new product this year: its new, extra fresh taste will surely win the heart of consumers. The Aquafresh product range is also about to be reborn, thanks to a much more exciting packaging and new products. GlaxoSmithKline’s Corega products are the perfect solution for those who know that their dentures also need care. Oral-B Triumph 5000 is a new electric toothbrush from Procter & Gamble. It can remove 100 percent more dental pellicle than manual toothbrushes. Its head uses 3D technology, moving 48,000 times in just 2 minutes – with a manual toothbrush 700 movements can be made in 2 minutes.