Whitening toothpaste is stable in popularity

Toothpaste volume and value retail sales grew only in hypermarkets and in the 201-400 m²-channel in March 2009-February 2010 – the Nielsen Retail Index informs us. Hypermarkets’ value share reached 35 percent (up by 2) and drugstores were stable at 28. The size of the annual market is above HUF 11 billion, keeping toothpaste in the top 10 of the 60 household chemical and cosmetics categories measured by Nielsen. Private labels’ value share remained 3 percent.

Examining functional aspects we can see that the whitening segment was the most popular with a stable 31-percent value share, followed by general toothpastes at 16 percent. Packaging units: the under-75 ml segment covered 72 percent of the market. The toothbrush market represents a value of HUF 3 billion per year – down 4 percent in value and 6 percent in volume.