Charged Conversations About Toothbrushes (And Quip's Comeback Story)
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The Power Struggle for Electric Toothbrushes
Amidst the buzz of electric toothbrush innovations, a notable trend has emerged within consumer reviews across leading brands like Hum by Colgate, Oral-B, Philips Sonicare, and Quip.
While the industry grapples with a downturn in average ratings (most brands experienced a steady decline in average ratings in the last few years), Quip stands out with a remarkable 52% increase in average star rating from 2022 at 2.46 stars to 2023 at 3.74 (averaging out to 3.1 stars over the last three years, as seen below).
The electric toothbrush category is buzzing, not just with bristles, but with talks on charging capabilities and battery life. This topic is mentioned in 12% of reviews, yet it's marred by negative sentiment and an underwhelming 3.31-star rating when consumers mention the topic, signaling widespread dissatisfaction.
Philips Sonicare and Oral-B’s products, particularly the Oral-B Pro 1500 Electric Toothbrush are hampered by a lack of a charge indicator. One reviewer wrote the following about Oral B’s Vitality FlossAction Electric Toothbrush: “Ok brush, but power not as strong as in past toothbrushes, and it does not have a charging light”.
Cleanliness is King: Amidst technical gripes, the paramount importance of effective cleaning shines through. The category enjoys an above-category average 4.26-star rating when consumers mention cleaning efficacy in their review. This core value proposition, when executed well, can help brands combat consumer dissatisfaction in other areas.
Recharge Your Strategy with Consumer Data
As we've seen in the electric toothbrush market, competition among consumer brands is at an all-time high. The floss silver lining? You can leverage your competitor's product reviews, analyzing their missteps to carve out your own edge in the market.
Ready to polish up your strategy? Our expert analysts can create a free insight report for you, focusing on the products and rivals that matter most to your brand - don't worry, it won't go in our newsletter.
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