Philips 2011 Annual Report Download - page 21
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3 Our strategy in action 3 - 3
Annual Report 2011 21
Building a global oral healthcare
brand
With its range of Sonicare power toothbrushes Philips has pioneered innovation in oral
healthcare and built up a loyal global following. Now we are expanding our global
presence, broadening our portfolio and winning market share.
Through its Sonicare brand, Philips has a proven track
record of driving growth in the power toothbrush market.
That growth is driven by our innovation capability and the
trust that dental professionals put in our products to
improve their patients’ oral health. Today, we are
expanding geographically into new markets, covering
more price points and new channels. We are also
expanding our portfolio through acquisitions and
innovation to address more consumer needs, including
new value spaces such as interdental cleaning.
Philips Sonicare – the foundation of our oral
healthcare business
Over 22 million enthusiastic users worldwide testify to
the great experience of using Philips Sonicare
toothbrushes. Pioneering sonic technology generates the
brushes’ unique bristle-tip velocity – a combination of
high-frequency and high-amplitude bristle motions,
delivering over 31,000 strokes per minute for an
unrivalled cleaning experience.
Filling the Sonicare AirFloss fluid reservoir
A significant market that’s set to grow
Around the world, 80% of people suffer from gingivitis.
And in the West alone, 10-30% of people suffer from a
periodontal disease. We estimate the addressable global
market for oral healthcare at approximately EUR 50
billion, including consumables. Through our own
innovations, alliances with dental professionals and
acquisitions we are significantly increasing the proportion
of the market that we address. At present, the market is