Which way is the smile industry going?

This article is available for reading in Trade magazin 2025/8-9.

Increase in value sales is primarily due to demand for the premium segment, although this dynamic has slowed down in recent days. Consumer decisions are more and more driven by cost awareness, which is reflected in the growing interest in multipacks and duo packs, as well as larger packaging sizes. Sales are mainly realised by drugstores, which account for nearly half of sales. At the same time discounters are gaining ground, while the role of hypermarkets is declining. The dominant presence of manufacturer brands remains unchanged.

A gyártói márkák meghatározó jelenléte változatlan

Technology and education

Procter & Gamble’s oral care portfolio covers the entire category through its Oral-B, Blend-a-med and Blend-a-dent brands.

Yvette Krubl
corporate communications
manager
Procter&Gamble

 “Consumers are increasingly health conscious and as a result the market is moving towards premium products, with particular interest in the Oral-B iO range. Our Oral-B Pro Expert Advanced toothpaste contains stannous fluoride, which stands alone on the domestic market and provides comprehensive protection against multiple oral problems”,

underlines corporate communications manager (CEE) Yvette Krubl.

Oral-B electric toothbrushes – including those with Bluetooth connectivity – deliver outstanding cleaning performance, backed by scientific research.

Conscious oral care

Szilvia Lember
country manager
Haleon Hungary

Haleon Hungary Kft. has realised sales growth recently, particularly in the case of preparations developed for specific problems. Demand for Sensodyne (developed for tooth sensitivity) and Parodontax (offering a solution to gum problems) has risen sharply. The company’s success has also been boosted by the good reception of recent new innovations, including Sensodyne Junior children’s toothpastes, Sensodyne Clinical Repair and Clinical White premium variants, and new Parodontax products containing hyaluronic acid.

“We want to make it even more fun for children to take care of their teeth, so this year we are expanding the Sensodyne and Aquafresh ranges with toothbrushes featuring fun animal designs”,

says country manager Szilvia Lember.

Professional solutions

Szidónia Szőke
country manager
Profimed Magyarország

Profimed Magyarország’s product offering includes toothbrushes, interdental brushes, mouthwashes and special solutions such as single-tufted toothbrushes, tongue cleaners and disposable toothpicks.

“We are proud that sales of our Swedish TePe products have increased by 50% over the past year, with demand for interdental cleaners growing particularly strongly. These tools enable thorough cleaning of the teeth, as a traditional toothbrush only reaches 60% of the surface”,

points out country manager Szidónia Szőke.

The growing importance of cost awareness is reflected in the increasing consumer interest in multipacks and larger pack sizes

On a natural basis

Anett Monori
brand manager
Maresi Foodbroker

Maresi Foodbroker Kft. has been distributing the Vademecum and Denivit brands for two years.

“Our portfolio is constantly expanding, with dynamic growth mainly in drugstores. More than 90% of the Vademecum range consists of plant-based, vegan toothpastes, many of which are certified organic”,

explains brand manager Anett Monori.

Denivit tooth whitening products are safe for daily use and provide a targeted solution for discolouration. Their latest SKU, made with luminizer technology, is currently their most effective whitening option and will be available in stores in Hungary from the end of May.