Electric Toothbrush Market

Electric Toothbrush Market Size:

The global electric toothbrush market size reached US$ 3.3 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 4.7 Billion by 2032, exhibiting a growth rate (CAGR) of 4.1% during 2024-2032. The growing dental health issues among the masses, technological advancements in brush features, endorsements from dental professionals and a shift towards smart, personalized oral care solutions are some of the key factors bolstering the market growth.

Electric Toothbrush Market Analysis:

• Major Market Drivers: The market is showing moderate growth attributed to the increasing awareness about oral hygiene and advancements in technology.
• Key Market Trends: Electric toothbrush market recent developments like the integration of technology in electric toothbrushes, such as Bluetooth connectivity and artificial intelligence (AI) algorithms, to track brushing habits and improve oral health is bolstering the market growth.
• Geographical Trends: North America dominates the market owing to the rising individual awareness and willingness to invest in advanced dental care products.
• Competitive Landscape: Some of the major market players in the electric toothbrush industry include Church & Dwight Co. Inc., Colgate-Palmolive Company, Conair Corporation (Jarden), Den-Mat Holdings LLC, Dr. Fresh LLC (High Ridge Brands Co.), FOREO, Koninklijke Philips N.V., Lion Corporation, Panasonic Corporation, Shenzhen Risun Technology Co. Ltd. and Procter & Gamble Company., among many others.
• Challenges and Opportunities: High cost associated with advanced technology, which can be a barrier for users in less affluent regions is affecting the electric toothbrush market revenue. However, innovation in product features and connectivity that cater to users demand for personalized health analytics.

Electric Toothbrush Market Trends:

Technological Advancements in Product Features:

Continuous developments in product characteristics that improve user experience and efficiency are supporting the electric toothbrush market growth. Modern electric toothbrushes come equipped with advanced features like pressure sensors to avoid excessive brushing force and timers to guarantee users brush for the recommended two minutes. Furthermore, certain models provide different brushing modes designed for sensitive teeth, gum care, or whitening, making them more attractive to a wide range of users. Waterpik introduced the Sensonic Electric Toothbrush in August 2023, featuring advanced sonic technology and a specially designed bristle pattern for a deeper clean. Clinically proven to remove up to 4X more plaque bacteria than manual brushing, it offers personalized brushing modes, a long-lasting battery, and ADA acceptance for safety.

Increasing Prevalence of Dental Diseases:

The growing number of dental issues like cavities, gum inflammation, and gum diseases, among the masses is driving the electric toothbrush demand as they are scientifically proven to be more efficient in reducing plaque and gingivitis compared to manual brushing. Individuals are turning to advanced cleaning technologies in order to reduce the risk and development of dental diseases as they become more aware about the connection between oral hygiene and overall health. According to estimates from the World Health Organization (WHO) Global Oral Health Status Report (2022), oral illnesses afflict around 3.5 billion people globally, with middle-income nations accounting for three out of every four cases. 514 million children worldwide suffer from primary tooth caries, whereas an estimated 2 billion adults worldwide suffer from caries of permanent teeth. 

Growing Preference for Smart Health Devices:

People are more drawn to smart health products that provide connectivity and data monitoring. Electric toothbrushes with Bluetooth technology and companion apps attract tech-savvy individuals by enabling them to track their brushing routines, get customized advice, and connect with larger health systems. This trend aligns with the overall shift towards tailored health and wellness, with users interested in products that meet their basic needs and provide increased functionality and compatibility with other smart devices. On January 3, 2022, the Oral-B iO10 with iOSense technology was launched by Procter & Gamble, offering live feedback as a smart toothbrush. They further broadened the iO series by introducing budget-friendly options iO4 and iO5, with the goal of enhancing access to oral health care.

Electric Toothbrush Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2024-2032. Our report has categorized the market based on technology, bristle type, distribution channel, and end user.

Breakup by Technology:

• Rotational
• Vibrational
   

Rotational represents the leading market segment

The report has provided a detailed breakup and analysis of the market based on the technology. This includes rotational and vibrational. According to the report, rotational represented the largest segment.

Rotational dominates the electric toothbrush market due to its ability to effectively remove plaque and decrease gingivitis. Rotational brushes are very efficient in reaching difficult areas between teeth and along the gum line by spinning the brush head in a full circle or oscillating it back and forth. Dental professionals widely support this technology as it replicates the recommended cleaning technique for effective plaque removal. Rotational electric toothbrushes are becoming more popular due to a variety of product options that appeal to different price ranges and user preferences, making them attractive and accessible to a wide range of buyers.

Breakup by Bristle Type:

• Soft Bristles
• Nanometer Bristles
   

Soft bristles exhibit a clear dominance in the market 

A detailed breakup and analysis of the market based on the bristle type have also been provided in the report. This includes soft bristles and nanometer bristles. According to the report, soft bristles accounted for the largest market share.

The electric toothbrush market is mainly dominated by the soft bristles segment, as they are highly recommended by dentists for daily use. Gentle bristles are favored for their ability to be tender on the gums and enamel, minimizing the likelihood of irritation and harm while efficiently eliminating plaque. This kind of bristle is suitable for a wide variety of users, including individuals with sensitive teeth and gum issues. Soft bristles are popular as they are suitable for every age, making them a versatile option for families. Soft bristles continue to be the top choice in electric toothbrush market due to growing user awareness about oral health.

Breakup by Distribution Channel:

• Online
• Offline
   

Offline dominates the market

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes online and offline. According to the report, offline represented the largest segment.

Offline represents the largest segment as users prefer to see products in person before buying. Individuals can receive product demonstrations and guidance from knowledgeable staff at offline channels, such as supermarkets, pharmacies, and specialty stores. The hands-on shopping experience, along with expert advice, assists buyers in making well-informed choices, especially when purchasing more expensive options. According to the December 2021 Monthly Retail Trade Report published by the US Department of Commerce Retail Indicator Division, the US retail sales for 2021 were $6.6 trillion, a 17.9% increase over the previous year. In addition, physical stores increased at a greater rate than e-commerce, with physical store growth of 18.5% compared to e-commerce growth of 14.2%. Furthermore, the availability of electric toothbrushes in brick-and-mortar stores encourages spontaneous purchases and provides improved accessibility for a broader range of buyers.

Breakup by End User:

• Adults
• Children
   

Adults is the predominant market segment

A detailed breakup and analysis of the market based on the end user have also been provided in the report. This includes adults and children. According to the report, adults accounted for the largest market share.

Adults dominate the market as per the electric toothbrush market overview, driven by the growing demand among this demographic for advanced dental care solutions. Adults typically show a stronger dedication to oral care due to dental problems like gum disease and tooth decay that become common with age. They are more inclined to purchase electric toothbrushes, which are proven to be more effective than manual brushes in lowering plaque and improving gum health. Based on the Adult Oral Health Survey 2021, between the ages of 16 and 24, the percentage of individuals who reported being told they had gum disease was 4%, and between the ages of 55 and 64, the proportion rose to 28%.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

North America leads the market, accounting for the largest electric toothbrush market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America represents the largest regional market for electric toothbrush.

North America is the biggest region due to the growing user knowledge about dental hygiene, rising disposable income, and the strong presence of top dental care brands. The region emphasizes the importance of dental beauty and wellness, leading to the use of advanced dental tools, such as electric toothbrushes. Additionally, the existence of a robust retail system for health and wellness products, both online and physical stores, is increasing accessibility and options for users. According to updated estimates from the U.S. Census Bureau's 2022 Annual Retail Trade Survey (ARTS), U.S. retail sales (NAICS 44–45) climbed 8.0% from $6,519.8 billion in 2021 to $7,041.0 billion in 2022. Moreover, the ongoing innovation in product features and connectivity aimed at enhancing user experience continues is offering a favorable electric toothbrush market outlook.

Competitive Landscape:

• The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the major market players in the electric toothbrush industry include Church & Dwight Co. Inc., Colgate-Palmolive Company, Conair Corporation (Jarden), Den-Mat Holdings LLC, Dr. Fresh LLC (High Ridge Brands Co.), FOREO, Koninklijke Philips N.V., Lion Corporation, Panasonic Corporation, Shenzhen Risun Technology Co. Ltd. and Procter & Gamble Company.
• Major electric toothbrush companies are focusing on innovation and technological integration to differentiate their products. They are enhancing toothbrushes with features like Bluetooth connectivity, pressure sensors, and AI-driven brushing guidance to improve user experience and effectiveness. These companies are also expanding their international presence through strategic partnerships and acquisitions, aiming to tap into new and emerging markets. For instance, in March 2021, Colgate–Palmolive and Philips had partnered to launch electric toothbrushes in Latin America under the Philips Colgate co-brand. Their goal is to raise the use of electric toothbrushes in the area by utilizing the technology of Philips and the market position of Colgate, with an emphasis on distribution and awareness.

Electric Toothbrush Market News:

• January 2021: FOREO launched the ISSA 3, the world’s first silicone sonic toothbrush, offering 4-in-1 complete oral care for teeth, tongue, cheeks, and gums. It addresses overlooked oral health issues with its innovative technology and hybrid brush head, which offers effective cleaning, durability, and a decrease in the use of personal care disposables.
• September 2021: Koninklijke Philips N.V. introduced the Philips Sonicare 9900 Prestige, which offers a personalized brushing experience with SenseIQ technology, adjusting intensity and providing real-time guidance via the Philips Sonicare app.
• June 2022: Panasonic's MULTISHAPE Modular Personal Care System offers travelers a customizable grooming experience with an integrated electric toothbrush head, providing convenience and efficiency for on-the-go oral care.

Electric Toothbrush Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the electric toothbrush market from 2018-2032.
• The research report provides the latest information on the market drivers, challenges, and recent opportunities in the global electric toothbrush market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the electric toothbrush industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.