Oral hygiene products have certainly come along way since the Chinese first plucked the hairs off of a cold climate pig and pasted them onto an animal bone to invent the first toothbrush over 3,000 years ago. Recent incarnations of the toothbrush have drawn from modern technology to create brush heads that rotate, oscillate, massage and polish and even one that channels music vibrations through the bristles to play songs inside your head (the Hasbro Tooth Tunes).
The latest brush to be launched onto the Russian market is the new Sonic Elite 9500 from Philips. It offers Russian consumers a brush utilizing sonic technology to create a ‘dynamic fluid cleaning action' and features an interval timer to encourage brushing of each quadrant of your mouth and an ergonomic tapered handle with non-slip luxury grip.
Priced at 5,000 rubles, this new addition to the market taps into the current trend among Russian consumers towards buying increasingly more expensive oral hygiene products.
The demand for these premium products appears to be driven largely by cosmetic concerns: "What we see in the Russian market is a tendency for consumers to look more towards the beauty benefits of these products versus the health benefits," says Erik Hollander, Philips commercial director for Europe.
Oral care products currently account for around 14 percent of cosmetics sales in Russia according to a report released earlier this year by Kline & Company, as compared to only 9 percent of cosmetics sales worldwide.
Although toothpastes are currently driving the market, dynamic areas of growth include tooth whiteners, dental floss as well as power toothbrushes:
"Our latest estimate of the total power toothbrush market in Russia is about 25 million euros," Hollander continues. "And the high-end, the segment where we are pitching the Elite, is around 10 million euros; this makes it bigger than France or Spain.
The growth rate in Russia for us is around 20 percent each year, so this makes it a very interesting market to invest in."
Russian women currently spend considerably more of their monthly income on cosmetics products than their American and Western European counterparts, around 12 percent according to COMCON.
But a large proportion of the growth in beauty products sales is expected to come from Russian men, whose disposable income - they currently earn 40 percent more than Russian women - is being increasingly targeted with cosmetic products specifically designed and positioned to appeal to men.
Share This
Subscribe Here
Posts
0 comments:
Post a Comment