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Toothbrush Price Tier Shift
Are Households Trading Up in Toothbrushes?
Households are no longer staying within a single price tier. Value, Mid, Premium and Super Premium toothbrushes are increasingly being bought alongside one another, making it harder to see where the real shift is happening.
Year
-
2024
Summary
How did Bintix help understand the changing price of toothbrushes in homes?
The brand wanted to know whether lower-priced toothbrushes were losing ground, and whether households were starting to trade up. We decoded the price tier dynamics by:
- Setting clear definitions for each price tier
- Measuring how buying shifted between Value, Mid, Premium, and Super Premium
- Tracking who traded up, who stayed put, and who dropped out entirely
the Challenge
Where Is the Category Moving Up?
Lower-priced toothbrushes had long been the category base. The question was whether that was starting to change. Bintix examined how households were moving across price tiers to see whether Value and Mid were weakening, and whether Premium was becoming a more regular part of the homes.
our approach
Price Tier Analysis
Household behaviour was analysed across every price tier to uncover:
- How many households were buying from each tier
- Changes in overall consumption across tiers
- Households buying across more than one tier at a time
- Household movement and trade-up across price tiers
the outcome
Key Findings and Business Actions
01
Lower Tiers Lost Presence
The Value tier fell to roughly 48%, showing that lower-priced toothbrushes were steadily losing space in household consumption.
02
Premium Gained Across the Spectrum
Premium toothbrushes gained 10% consumption share even among Value, Mid, and Super Premium buyers.
03
Premiumization Was Reshaping the Category
Premium toothbrushes increasingly appeared in households also buying Value, Mid and Super Premium products, showing a clear shift towards costlier toothbrushes.
Real Data.
From Real Packs Consumed
Turning discarded packs into real-time consumer intelligence
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