Power toothbrushes are putting a shine on the oral care category for supermarket retailers.
While sales of some dental products, such as traditional toothbrushes, have been relatively flat, power brushes and a few other items, like toothpaste with whitening benefits, are lending excitement -- and higher rings -- to the business.
"We are doing well with higher-end products, such as Colgate's Actibrush power brush and whitening toothpastes," said Jane Jansch, nonfood category manager, Copps Corp., Stevens Point, Wis. To make the many new introductions, Jansch is constantly reviewing the category. "Anything that doesn't move or has run its course, we take out to make room for new products. I think consumers are trading up in many categories, and it's true in oral care."
Supermarkets, drug stores and mass merchandisers alike showed big increases in the dental-accessories category. Dollar sales across all three outlets totaled $449.4 million for the 52 weeks ended April 22, an increase of nearly 50% over last year, according to Information Resources Inc., Chicago. Supermarkets showed the biggest increase in the segment, with 84% growth, although the supermarket channel still only accounts for 10% of total dollar share.
The biggest growth within the dental-accessories category came from battery-operated brushes. IRI, which includes electric and battery-operated brushes within the dental accessories/tools segment of the oral care category, shows Procter & Gamble's Spinbrush and Colgate's Actibrush holding the No. 3 and No. 4 (respectively) spots in terms of dollar sales among dental accessories.
Data from Colgate, which launched the battery-operated Colgate Actibrush about a year ago and has added a new Colgate Actibrush Buzz for Kids brush this year, indicated that the power-brush segment grew 38% in 2000 and will account for a third of category dollars by the end of 2001.
The popularity of the battery-powered brushes is no surprise, since consumers have been trading up for some time in the toothbrush category. "Continued consumer migration to super-premium, feature-rich manual brushes priced above $3 has driven the category," said John Glace, group product director for oral health, Johnson & Johnson, New Brunswick, N.J. "But the growth in popularity of battery-powered toothbrushes has increased consumer options in the mass class of trade."
Manufacturers say power brushes serve as a jumping off point for consumers to try a higher-end brush without incurring the expense of an electric toothbrush. Crest SpinBrush, renamed since its purchase from Dr. Johns Products by Cincinnati-based Procter & Gamble, retails for a $4.99 to $5.99 -- an accessible price for many consumers. "The Spin Brush is a real upgrade for consumers using manual brushes and its price makes it affordable for most families," said Michael Kehoe, vice president/general manager for global oral care, P&G.
Colgate's Actibrush, as well as Butler's Pulse Personal Power Toothbrush, retail for about $10. The latest introduction is J&J's Reach Powerbrush, developed with Panasonic. Priced under $20, the Reach Powerbrush will be in stores this month.
Retailers who have layered the products into their mix are positive about the products' ability to grow category dollars and deliver big dollar rings.
Linda Taylor, HBC buyer for Sherm's Thunderbird Supermarkets, Medford, Ore., added Colgate's Actibrush before the holidays and has been pleased with sales. She said sales of dental accessories in general, including products like floss, have been strong at the chain.
"I'd like to do more with dental accessories, especially Butler, since many dentists are recommending their products," she said.
Montvale, N.J.-based A&P merchandises power brushes by Colgate and Butler on the top shelf of the oral care department and hangs replacement heads on clip strips in the aisle.
When it comes to toothpastes, multibenefit products continue to drive sales, and "white" is the buzzword. The largest growth in the toothpaste category came from whitening pastes -- P&G sources estimate that whitening products represent the second fastest-growing subsegment in oral care and the fastest-growing segment within the dentifrice segment. Whitening products, according to P&G, now represent over 34% of the dentifrice category.
The supermarket channel, which generates the greatest share (45%) of dollar sales, saw zero growth in the dentifrice category last year, according to IRI. On the other hand, the tooth powder and polish category -- in which IRI places many whitening products -- had a dollar sales increase of 17.6% in supermarkets last year.
Retailers are excited about the addition of Crest Whitening Strips, which recently became available nationwide. The strips, which feature technology new to the at-home whitening category, retail for $44 and have been previously sold direct-to-consumers through the Internet and on QVC.
"I've already had customers calling to ask about the product," said Copps' Jansch. "We carry whitening pastes and some whitening systems that retail for $14.99, but the Crest product will bring the category to the next level. People who would consider paying a dentist $200 to get their teeth whitened will certainly be willing to pay over the high ticket on this product."
