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Electric toothbrush connects US consumers to oral care ecosystem

The COVID-19 lockdown has put hygiene front and center, forcing consumers to take into their own hands the oral hygiene practices that professionals routinely address. A persistent interest in post-pandemic holistic health and oral education underpins the importance of premium electric toothbrushes driving oral care sales in the United States.

A two-tiered ecosystem embodying the premiumization of oral care in the United States

The oral care ecosystem refers to a single product that utilizes multiple functions to address various consumer needs. Players in the electric toothbrush space are developing both offline (product ecosystems) and online (digital ecosystems) product networks to simultaneously appeal to the U.S. consumer’s desire for sophisticated oral his care products. I’m here.

Factors such as increasing affordability have increased the popularity of electric toothbrushes around the world, but significant developments in digital features are propelling the established US market forward. Specifically, the electric toothbrush player leverages versatility and online education to deliver oral care his ecosystem that meets the US consumer’s desire for a comprehensive routine, while the traditional offline oral Bringing the care industry further into the realm of e-commerce.

While electric toothbrushes and replacement heads represent a relatively small portion of the overall U.S. toothbrush market in terms of volume, the high unit price and 7% projected present value CAGR of this category is expected to drive electric toothbrush It means that it will continue to contribute significantly to sales.Electric toothbrush connects US consumers to oral care ecosystem Chart 1.svg

The product ecosystem brings holistic beauty to value-conscious consumers

Amid high inflationary pressures and tight wallets in the United States, there is growing interest in products that offer multiple benefits in a single product in the beauty and personal care sectors. Proposed different use cases will help justify higher prices by creating a higher “cost-effectiveness” perception. We strive to provide this value differentiation through the system’s diverse applications.

Professional dental equipment player Premier Dental will enter the electric toothbrush in 2022 with the launch of DTC company Izzo. The Izzo 4-in-1 Tooth Cleaning Kit goes beyond the standard offering of electric toothbrushes by including a polishing cup and scaler attachment that performs the services normally provided by professionals. Application of Izzo’s product ecosystem justifies investments in preventive products aimed at avoiding costly procedures that can result from improper oral care.

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Also of note for 2022 is Kendall Jenner’s Moon introducing The Electric Toothbrush. The model boasts five “Smart Mode” settings – Clean, White, Polish, Massage and Sensitive – that personalize your brushing experience while accommodating a range of oral care features. The electric toothbrush is also offered as part of Moon’s “Sonic Smile His Bundle,” offering a complete and cost-effective Brand His ecosystem.

Multifunctionality will find applications across categories with the Multi-Shape Modular Personal Care System launched by Panasonic in 2022. This includes multiple toothbrush heads, among other customizable personal care attachments.

More than a third of US respondents consider oral health and care relevant in their perception of beauty.

Source: Euromonitor International Consumer Voice: Beauty Survey (Conducted January-February 2022)

Panasonic’s personal care system speaks to the growing relationship between beauty and hygiene by providing a single ecosystem for multiple beauty categories.


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With oral care entrenched in the beauty routine and the cost of living in the United States continuing to rise, both oral care and beauty players should pay attention to opportunities for synergistic innovation. With versatility, you can contribute to expanding consumer perceptions of beauty through a connected product ecosystem.

Digital ecosystem expands customer interaction and product education

Brands are working to take their product ecosystem one step further with digital applications, expanding both their oral health education and their presence on online platforms. Despite the strong oral care market in the United States, consumer education and access to dental services are surprisingly low. Leveraging the growing number of online purchase paths for US consumers, we can close this gap with continued innovations in online education, AI tracking applications, and connecting with dental professionals.

Procter & Gamble, one of America’s leading electric toothbrush companies, is taking a gamified approach to promoting education and digitization. Alongside a preview of his iOSense electric toothbrush-powered Oral B iO10 at CES 2022, the company has announced an educational video game, Attack of the Cavity Creeps. Aimed at children, the video game aims to give players an educational cannon to beat common oral problems and speaks to the company’s goal of creating a digital health ecosystem. increase. Demonstrated in Attack of the Cavity Creeps, gamification encourages children to experience oral care as a multifaceted experience that builds lasting habits.

Quip, an established smaller player, demonstrates the continued power of app connectivity and the enhanced power of its new “smart rechargeable electric toothbrush” launching in late 2022. Quip’s existing Smart Motor creates a digital ecosystem by tracking and rewarding users’ brushing activity in the Quip app.

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The oral care ecosystem will play a key role in future success

With growing interest in the role of oral health in overall health, increasing premiumization, and value-conscious behavior driven by inflationary pressures in the oral care sector, players will seek eco-friendly solutions that provide comprehensive benefits to consumers. We need to work on building the system. Key considerations include value propositions that protect high prices at tradedowns and products that optimize digitized product education. Given that oral care lags other beauty and personal care categories in e-commerce adoption, availability of omnichannel advertising and ecosystem offerings will play a critical role in its success. As strong interest in electric toothbrushes will dictate the development of the US market over the next few years, systematic products will help amplify the premiumization demanded by US consumers and link oral care as part of a larger beauty category. It’s helpful.

Find out more about oral care and explore developments and opportunities for 2023 and beyond in Euromonitor International’s report Reinventing Oral Care.

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