Power to the electronic toothbrush

Everyone brushes their teeth. If retailers want a recession-proof product to sell, the toothbrush would seem to be it. However, the category has seen a slight slump with toothbrush sales falling by nearly 2% in 2014 even though, according to reports from Mintel, upward of 81% of every adult starts the day by brushing their teeth. In contrast, the floss/ accessories/tools segment grew by nearly 7%, and this growth was powered by power toothbrush head replacement.

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Even with a product as ordinary and everyday as the toothbrush, complacency doesn’t pay and technology has taken over. The challenge to manufacturers is to find ways to keep their products relevant. Procter & Gamble’s Oral-13 is finding ways to do just that with its release of the Oral-13 Pro 5000 SmartSeries. In addition to the cutting-edge Oral-13 technology of a brush that simultaneously rotates, oscillates and pulsates, this brush seeks to put consumers in the driver’s seat with bluetooth technology that offers day-to-day dental coaching.



“The ability to track and measure health information on our own has made people take more responsibility and accountability for their health than ever before with smarter and more personalized oral care routines that lead to behavior change,” said P&G spokesman Kris Parlett. “In one year, our data has shown an increase in brushing duration, flossing, rinsing and tongue cleaning.”



Parlett also said that Oral-13 has launched a new TEST-DRIVE Trial Program. For consumers hesitant to make the investment in a sophisticated power toothbrush, this program allows them to test an Oral-13 before purchasing.



The category also is ripe for new disruptive entrants, according to Violife, which markets their Slim Sonic Toothbrush as an affordable fashion statement that cleans with 22,000-brush strokes per minute. Instead of focusing their attention on trying to stand out amid a sea of other commodity dental products, they position the small, battery-operated product among accessories in the beauty, travel and impulse sections of the market.