Philips Sonicare catapults to top market share position within total power toothbrush category

With consumer demand for premium power toothbrushes surging to an all-time high, Philips Electronics, maker of the Sonicare(R) power toothbrush, heads into 2003 as the leading brand on the market. Sonicare's clinically proven benefits, combined with the importance that individuals place on oral health, has led to unprecedented growth and Sonicare's #1 market share position (30.6%) for the total power toothbrush category(1) in December 2002, outselling all other rechargeable and battery toothbrushes, according to Information Resources Incorporated (IRI).

In the rechargeable toothbrush segment, Sonicare far surpassed all other brands with 64% market share in December, more than twice the share of Braun Oral-B. For the full year, Philips Sonicare closed 2002 with 54% market share, increasing the gap between the Sonicare brand and the nearest competitor to 15 points, the largest difference ever (source: IRI).

Household penetration of power toothbrushes has nearly doubled in the last two years to 37%(2). This further showcases that Americans are spending more now for power toothbrushes than in years past and confirms the category's tremendous growth and popularity.

"In the current economic environment, consumers are willing to put their hard-earned dollars towards premium priced products if they provide meaningful benefits," said Frank McGillin, vice president of marketing for Philips Oral Healthcare. "The combination of dental professional recommendations and the superior benefits of Sonicare's patented technology have helped propel Sonicare to its position as the #1 rechargeable power toothbrush in the U.S."

The power toothbrush phenomenon is not only evident in the homes of consumers, but within the dental professional community. According to a June 2002 Sonicare study, 64% of dental professionals personally used a power toothbrush rather than a manual model. Among those dental professionals, Sonicare is the #1 choice.

Based on more than 60 published studies and abstracts conducted at 25 universities worldwide, the Sonicare power toothbrush has been proven to be significantly more effective than a manual toothbrush in multiple areas, including plaque removal, gingivitis reduction and keeping teeth whiter. Sonicare guarantees naturally whiter teeth and healthier gums in 28 days.

The power toothbrush personally used by more U.S. dental professionals, Sonicare is available at all major mass merchants, club stores, drug stores and major department stores. All key Sonicare retail locations are accessible via the Sonicare Web site (www.sonicare.com) or by calling Sonicare customer service at
(800) 682-7664.

(1) Includes battery and rechargeable toothbrushes, and
replacement brush heads

(2) Source: Synovate Multi-Client Research Group