Falling prices have opened up the market for power toothbrushes in the multiples. Sainsbury is setting the pace and is currently rolling out a dedicated 4ft power toothbrush fixture in 15 stores, following a successful pre-Christmas trial. Oral care buyer Colin Morrison says sales rocketed at Christmas when prices of Philips and Braun rechargeables were slashed by half to £14.99, with entry model stock clearance prices remaining the same ever since. "New model rechargeables are now coming in at £19.99, while the entry point for battery models is £9.99 for Reach, and £12.99 for Actibrush. With prices like these, it's opened up a new market for us and we're going into it in a big way now. "Growth is phenomenal at the moment and with relatively low household penetration we think the market will grow very significantly. Once consumers have bought the handles, there's a huge sales opportunity for replacement brush heads." Morrison says the new power zone' bay sited in the oral care fixture is designed to educate consumers on the range available. {{FOCUS SPECIALS }}