Nice combinations by toothpaste brands

The majority of the Hungarian population consumes only three tubes of toothpaste and a single toothbrush per year. The overall size of the market hardly shows any change. According to data from Nielsen Research, sales are up by 2 per cent in terms of quantity, but this translates to a mere 0,5 per cent in terms of value. Over a third of total sales take place in hyper markets, but the market share of drugstores is growing as well. This is the only channel where sales show an increase compared to 2006. – The whitening segment showed the most dynamic growth, while sales of herbal toothpaste dropped somewhat – says Anita Boros, beauty spokeswoman of P&G beauty. According to Ottó Németh, marketing manager of Henkel, middle class consumers increasingly prefer more expensive, branded products and are showing loyalty towards specific brands. As Szilvia Baranyai, brand manager of Vademecum, the market leading toothpaste in the children’s segment tell us, mouth care and white teeth are increasingly important for children as well. Practically all manufacturers have products for children, which are fluoride-free and fruit flavoured. Well known Disney figures are used to support the promotion of the Stages toothpaste developed by Oral-B for children. Aquafresh Kids is a toothpaste for children with milk teeth. Its pleasant flavour encourages children to brush their teeth regularly. Gabi is another brand which has a toothpaste for smaller children. In 2007, three new versions were added to the 3D White product line, which boosted sales in the whitening segment. The new Aquafresh Ice Whitening toothpaste also made a successful debut in 2007. Vademecum SOS White does not contain hydrogen peroxide as it is made using only herbs. The market share of products manufactured using the core&core™ technology introduced in 2006 is growing steadily. Signal X-Fresh which contains an anti-bacterial gel was the first toothpaste of this type in the Hungarian market. Sensodyne has been the first to offer a remedy for sensitive teeth. At present, it is sold in four versions and several smaller brands have also entered the market. Though mouth washes used to be only available in pharmacies, they are now sold in hyper market as well. Glaxo Smithkline has four types, but only two of these, Aquafresh and Paradontax belong to an umbrella brand, the other two are independent brands. The average price of toothbrushes is around HUF 380 and hyper markets remain the main sales channel. Sales of electric moth care products grew dynamically in 2007.