Magazine: That ‘Hollywood smile’ isn’t only for the stars anymore!

Csilla Hódos, retail marketing manager of Colgate-Palmolive Kft. told Trade magazin that a premiumisation process is going on in every category of the oral care market.

Krisztina Hasulyó
trade marketing specialist
Orbico Hungary

Orbico Hungary Kft.’s trade marketing specialist Krisztina Hasulyó talked to us about how the Oral-B brand had remained the market leader in the electric oral care category in 2018.

Judit Török
managing director
Naturprodukt

Judit Török, Naturprodukt Kft.’s managing director explained that there are many players in the oral care market, which is an innovative category where supply dominates. Like-for-like value sales of the company’s Lacalut products jumped 33 percent in 2018.

Zsuzsa Juhász-Tabár
product and marketing
manager
Target Sales Group

Target Sales Group Kft. started 2019 in an exciting fashion: they introduced an eco-friendly innovation to the Hungarian market, Jordan Green Clean toothbrushes for adults and children. It is made fully from recycled plastic, BPA-free and features organics bristles – we learned from product and marketing manager Zsuzsa Juhász-Tabár.

Mária Krämer
brand manager
Target Sales Group

Brand manager Mária Krämer added that sales of the teeth whitening brand Perlweiss had grown dynamically in the first five months of 2019. Zoltán Kiss, managing director of Creative World Kft. revealed that 2018 brought further strengthening for the company’s Himalaya products in the oral care category.

Katalin Előd
managing director
Sager Dental

Katalin Előd, managing director of Sager Dental Kft. spoke to us about consumers turning more conscious in oral care product buying too: in addition to taste and product size, composition and natural product ingredients matter more and more. Ms Hasulyó added that the online market is getting stronger. Orbico Hungary Kft. is very proud of the fact that their premium category products are smart devices, connecting to smartphones via Bluetooth technology, so that users can monitor their oral care routines with the help of applications.

Ms Hódos shed light on the fact that drugstores realise the highest sales among retail channels, but the sales growth is the fastest in discount supermarkets. Mr Kiss talked to us about consumer feedback revealing that besides the promised effects, what shoppers care about when buying toothpaste is product ingredients and taste. More and more people are only purchasing fluoride-free toothpastes.

Zoltán Kiss
managing director
Creative World

Creative World Kft. also senses growing demand for ‘therapeutic’ and whitening toothpastes. Naturprodukt Kft. sees strengthening consumer loyalty, and Ms Török told us that demand is constantly great for their Dr. Theiss and Lacalut products.

2019 is all about innovations for Colgate-Palmolive, as many products will renew and new innovations will be launched. Colgate Total has returned revamped, offering complete protection with zinc and arginine – to the teeth, the tongue, the oral cavity and the gums. At the end of last year Target Sales Group Kft. rolled out a completely new oral care brand, called Beverly Hills Formula, which utilises activated charcoal to keep the teeth white. The company distributes four types of whitening toothpastes and a very special product, the activated charcoal infused toothbrush with 6,008 bristles. This year their Perlweiss brand appeared on store shelves with a big surprise. They developed the Shine On product range especially for the 18-29 age group. The products are special because they fight tooth stains with white activated charcoal and calcium superoxide. They are available in four exciting flavour combinations.

Orbico Hungary Kft. provides consumers with products in every price category. They keep monitoring the market and consumer needs, coming out with new innovations that promote the brand to a wider target audience. In stores shoppers find unpackaged products that they can take into their hands and see how they work. Among Naturprodukt Kft.’s most popular products we find Lacalut toothpastes, such as the Lacalut active and the Lacalut sensitive product ranges. Lacalut white & repair toothpaste has been heavily promoted with television commercials since early 2019, thanks to which both product awareness and sales increased. New Lacalut products will also hit the shops in 2019: two new toothpastes and a mouthwash. Lacalut Flora (mouthwash and toothpaste) will help to kill bad breath caused by bacteria, and Lacalut active whitening toothpaste assists in solving the problem of bleeding gums.

From Creative World Kft.’s Himalaya products shoppers like whitening toothpastes the best, which can help to prevent gum bleeding and utilise plant-based enzyme technology to make the teeth whiter. This spring they launched a new whitening toothpaste for consumers with sensitive teeth. Sager Dental Kft. is the distributor of the highly innovative Swiss CURAPROX manual toothbrushes, which are made with the special CUREN® filaments, which stay flexible even when wet. While there are only 500-1,000 filaments in an average toothbrush, Curaprox Ultrasoft toothbrushes contain 5,640 filaments, so that they can clean the teeth and the gums very gently. These premium toothbrushes can be bought in adult and children’s versions, in 36 fun colours, plus in a limited duo variant. The company’s latest innovation is enzyme-technology, whitening toothpaste range BE YOU, which is available in 6 fruity tastes. //