DM drogerie markt is the fifth most searched brand in Slovakia

DM drogerie markt is the fifth fastest-growing brand in searches for 2025. It recorded an absolute increase in searches of over +355 thousand searches (+11.48%) and surpassed Notino.

You can review the complete visualized study with over 90 brands in individual categories in detail on the website data.thinkbig.sk

‍The drugstore and perfumery segment is stagnating (-0.19%)

Brands focusing on perfume sales (Notino, Fann, Marionnaud) saw the biggest decline in searches. DM grew the most in 2025 in both absolute and relative terms (+355,530 / +11.48%), growing at the expense of the entire segment and thus replacing Notino as the market leader, which still had the highest search volume in the Drugstore and Perfumery segment in 2024.

TV is the source of growth

The increase in brand searchability for its main brand keywords indicates a strong impact from above-the-line campaigns. It increased TV spending by 71%, which led to a 23% increase in its brand searchability, while also striving to capitalize more on the Christmas season.

DM drogerie markt benefits from a broader product portfolio with seasonality spread across different periods of the year. It managed to catch up with Notino even during the pre-Christmas period, when Notino traditionally sees stronger search volumes as customers look for perfumes to buy as Christmas gifts. 

Private Label and Influencer Marketing

Among product keywords, its private label brand Balea is growing the fastest. From brand searches, it is evident that DM drogerie markt has started to work more with gift vouchers. 

In 2024, we evaluated DM drogerie markt as the 10th most influential Instagram brand. In 2024, it had the 5th largest Instagram profile (167 thousand followers), the 6th most active profile, and received the highest number of unique mentions from influencers. Its annual budget for influencer marketing was estimated at half a million € at list prices.

Expert insight from Damián Hamada (Social Media Director)

In influencer marketing, DM drogerie markt truly leverages everything it has to offer. It employs both long-term and short-term collaborations, works with big names and community creators, and uses regular series alongside one-off, trending, and reactive formats. A key element is their ability to produce a lot of native content that organically fits into influencers' feeds. DM drogerie markt doesn't rely on chance; it systematically connects its digital reach with its unparalleled physical accessibility. The result is an ecosystem where social media not only serves as inspiration but also drives foot traffic to brick-and-mortar stores.

The complete visualized study, featuring over 90 brands across various categories, can be explored in detail on the website data.thinkbig.sk