Chain Drug Review, July 8, 2019

Chain Drug Review July 8 2019 45 Personal Care Report Oral Care Philips power toothbrushes meet individual preferences NEW YORK The power toothbrush segment continues to see a swath of new digital innovations to help consumers better care for their teeth One of the leaders in this area is Philips Sonicare with its DiamondClean Smart line Philips Sonicare strives to better understand consumer and oral health care professional needs and create innovative technology that addresses their concerns says Alexander Harris senior marketing director at Philips Oral Healthcare Through consistent collaboration with dental professionals and research into emerging oral health care trends Philips Sonicare has found that consumers are increasingly interested in the convenience of subscription based models for their oral health care purchases Additionally our research indicates that consumers want to understand how best to improve or maintain oral health care in between visits to a dental professional We see consumers increasingly turning to technology to monitor their health habits and progress as well as receive on demand access to information and answers about their particular needs Harris notes that consumers are increasingly focused on oral health care as part of overall health and looking to improve their toothbrushing habits through the use of power toothbrushes He adds that as consumer needs shift the company looks for ways to innovate based on ongoing research As the No 1 dental professional recommended power toothbrush brand in the U S Philips Sonicare is committed to creating innovative products that provide meaningful solutions and create positive change Our research demonstrates that consumers are looking for solutions that deliver on oral health care needs including whitening plaque control and gum health Consumers are also looking for personalization and convenience whether through brush head subscription and delivery service or personalized feedback on toothbrushing habits Harris says the Philips Sonicare portfolio has a range of power toothbrushes and oral health care products with features claims and price points to deliver on individual consumer preferences He points out that many Philips Sonicare power toothbrushes such as Philips Sonicare DiamondClean Smart provide a deeper understanding of oral health care habits when paired with the Philips Sonicare App Specifically Philips Sonicare DiamondClean Smart uses Bluetooth wireless technology and radio frequency identification to provide real time personalized feedback and coaching with the Philips Sonicare app The connectivity features offer guidance for better technique 100 coverage and a completely intuitive brushing experience as well as access to counsel from a dental professional The power toothbrush also removes up to 10 times more plaque than a manual toothbrush and up to 100 more stains in three days and provides up to seven times better gum health in just two weeks He adds that Philips Sonicare DiamondClean Smart is the first power toothbrush to alert users when to replace a brush head based on individual brushing behavior Users have the option to purchase new brush heads directly within the Philips Sonicare app or sign up for a subscription service The subscription service has a convenient and recurring replacement process to ensure users get the most out of their power toothbrush Users visit Philips com to select the brush heads that fit their oral health care needs and goals frequency of delivery and retailer of choice Philips Amazon com Drugstore com or Target com Philips Sonicare DiamondClean Smart line toothbrush Natural ingredients continue to propel oral care Elsewhere Joseph Juliano vice president of innovation for Canada and consumer insights at Prestige Consumer Healthcare notes that researchers are finding more and more links between healthy mouths and overall health and the public is increasingly aware of the importance of oral health As with trends in overall wellness confusion around insurance coverage concerns over costs of visiting health care professionals and an increased availability of information are all factors causing people to be more involved in self care relating to oral health and using over thecounter products in between visits to the dentist to do so more than ever before While online research and shopping continue to grow access to expert advice from pharmacists and loyalty programs are still bringing shoppers to their local drug stores He says that people are continuing to expand their oral care routines to take better care of their teeth and gums The Centers for Disease Control and Prevention believes the baby boomers will be the first generation where the majority of people will maintain their natural teeth over their entire lifetime a trend that is expected to continue with younger generations To maintain better oral health people are using more products with added features and benefits as well as adding new products that add steps to their oral care regimen beyond just brushing their teeth at home He notes that Denteks vision is to help its consumers redefine a better oral care regimen We do that by offering a wide range of products to meet everyday oral care needs From our Triple Clean floss picks to Easy Brush interdental brushes we help our users expand their daily routines to take better care of their teeth and gums We also offer products like Dentek Canker Cover which helps heal canker sores in as fast as one day and our Dentek Oral Care Kit to help users address issues impacting their oral health in between dentist visits He add that Dentek is also the No 1 selling brand of guards for nighttime teeth grinding also known as bruxism We are pleased to announce the new Dentek Ultimate Guard that is truly the ultimate in comfort and protection It is a custom fit night guard with an ultra light slim design and custom fit molds with bite pads that fit the molars but protect all teeth With a flex band that goes behind the users front teeth Dentek Ultimate Guard allows open air flow which enables talking and even drinking while wearing the unique guard We will continue to look for new and innovative ways to help our consumers achieve better oral hygiene and health Continued from page 43 Power Toothbrushes TOTAL DOLLAR SALES 1212 mil 77 DRUG STORES 197 mil 21 LEADING BRANDS Market share Dollar sales 000 Dollar sales change Philips Sonicare 129 2532 59 Private Label 106 2091 19 Oral B Pulsar 100 1973 08 Braun Oral B Professional Care 1000 57 1119 101 Oral B Crossaction Power 49 969 27 Arm Hammer Spinbrush Pro Clean 48 936 64 Oral B 3D White Action 46 899 55 Braun Oral B Vitality 39 777 N A Oral B Pro Health 38 754 68 Arm Hammer Spinbrush Truly Radiant 38 749 72 Total Unit Sales 120 mil 28 Drug Stores 17 mil 17 LEADING BRANDS Avg Price Per Unit Unit Sales 000 Unit Sales Change Oral B Pulsar 865 227966 19 Private Label 1091 191650 29 Oral B Crossaction Power 758 127891 59 Oral B 3D White Action 753 119279 23 Arm Hammer Spinbrush Pro Clean 852 109872 95 Arm Hammer Spinbrush Truly Radiant 941 79567 235 Oral B Pro Health 1622 46493 95 Philips Sonicare 6476 39097 06 Braun Oral B Vitality 2881 26971 N A Braun Oral B Professional Care 1000 6501 17213 171 Total of drug stores supermarkets discount stores military commissaries and selected club and dollar stores In drug stores only Source IRI For the 12 weeks ended May 19 2019 Colgate unveils recyclable tube NEW YORK Colgate has finalized the design of a first of its kind recyclable toothpaste tube that sets a new standard in the industry The Association of Plastic Recyclers APR last month announced its recognition of the new tube an essential step in bringing it to the public The Colgate design is the first oral care or personal care tube to earn APR recognition for recyclability Under development for more than five years the tube will debut under the companys Toms of Maine brand in the U S in 2020 Rollout to selected global markets under the Colgate brand will follow The company plans to fully convert to recyclable tubes by 2025 when all of its products will be in 100 recyclable packaging Building a future to smile about means finding new packaging solutions that are better for the planet but until now there hasnt been a way to make toothpaste tubes part of the recycling stream said Justin Skala executive vice president and chief growth and strategy officer for Colgate Palmolive Once weve proven the new tube with consumers we intend to offer the technology to the makers of plastic tubes for all kinds of products By encouraging others to use this technology we can have an even bigger impact and increase the long term market viability of this solution To make a recyclable tube Colgate chose high density polyethylene HDPE the widely recycled No 2 plastic popular for bottle making But because HDPE is rigid it isnt well suited for ultra thin laminate sheets and soft squeezable tubes Colgates eureka moment came when company packaging engineers recognized that they could use more than one grade of HDPE in their designs The team then tested a dozen different combinations using from six to 20 layers to find the recipe that allows people to comfortably squeeze out all the toothpaste protects the integrity of the product and meets the demands of high speed production