Czech customers prefer quality product for dental care at a competitive price. This fact confirms the biggest share of marks with prices in the medium segment. It is an evidence of the success of marks like ODOL and FLUORA. Based on a research the success of Odol is caused especially by its excellent fine taste and the price for which the customer gets high-quality of toothpaste and which is comparable with the price of foreign products. Odol classic boasts the prestige award CZECH MADE for the year 2002.

For 2003 a number of ODOL products were awarded the Product of the Year by customers. In a research of the GfK-Praha agency customers were classifying products in eighteen categories. In the third year of the Product of the Year competition almost four thousand cumstomer took part in a total number of two thousand households. In the category of toothpastes the product of the Odol line for all customer groups were the winners.

Adult customers are very conservative and strictly prefer the traditional peppermint flavor. Despite that people in the Czech Republic are becoming more and more conscious about toothpaste being an important element in the care for their own image.