The global electric toothbrush market size was US$ 3.9 billion in 2023 and is likely to grow at an impressive CAGR of 4.7% in the long run to reach US$ 5.4 billion in 2030.
Part of the oral care industry, electric toothbrushes are bringing much-needed change in the dental care space with the help of technology. Using electric toothbrushes helps maintain better dental hygiene and protects gum. Automated bristle movements can assist the elderly and people with limited dexterity in brushing their teeth regularly. With high penetration in Europe and North America, electric toothbrushes managed to capture a ~23% share of the global toothbrush market in 2023, registering a healthy growth of >4% during the trend period (2018-2023). Countries like the UK, Germany, Japan, and South Korea gained many new users during this period. The growth momentum is expected to continue during the forecast period (2024-2030) as more and more people become conscious about their oral health and are influenced to buy premium oral care products like electric toothbrushes.
A growing focus on oral health is driving the market as people begin to realize that prevention is better than cure. Rising disposable income in Europe, North America, and Asia-Pacific, and the incorporation of innovative features like AI in electric toothbrushes are some other driving factors.
Some of the key challenges associated with the market are the high cost of purchase and environmental and sustainability concerns with growing plastic components.
In 2022, Suri introduced a sustainable sonic toothbrush. An electric toothbrush with an aluminum body and brush heads made from plant-based materials that are recyclable.
In 2021, Oral-B launched its flagship iO Series 9 electric toothbrush with an innovative linear magnetic drive system powering the brush, smart pressure sensor, OLED display screen with personalized brushing modes, and artificial intelligence (AI) tracking via the Oral-B app.
In 2018, Colgate unveiled its first app-enabled electric toothbrush. The new Colgate smart toothbrush provides real-time feedback to improve brushing habits and help prevent problems before they start. It has been designed with the help of dentists.
In 2021, Colgate and Philips partnered to bring electric toothbrushes to Latin America. They joined forces under one name 'Philips Colgate' to better utilize their respective leading positions, and established networks to boost the oral care market in the region.
In 2017, Church & Dwight Co., Inc. acquired privately held Water Pik, Inc. (Waterpik). The deal enhanced the former’s existing oral care portfolio which included SPINBRUSH battery-operated toothbrushes.
Battery-operated brushes are portable and inexpensive, but users incur additional costs for replacing the batteries, over time consumers upgrade to the rechargeable battery option (electric toothbrush).
Linked with higher initial costs, electric brushes are popular in countries with higher disposable incomes. Most electric toothbrushes being sold today are sonic toothbrushes. Rotating-oscillating toothbrushes are catching up fast.
Replacement brush heads captured more than half of the market share in 2023. They cost way less than the new electric toothbrushes.
As bristles wear out and accumulate bacteria and debris over time, dentists recommend replacing brush heads at regular intervals.
Adults, as the primary decision-makers and earners in households, dominate the electric toothbrush market.
When purchasing electric toothbrushes, adults focus on features such as battery power, brushing modes, warranty, and price.
Popular online shopping destinations for electric toothbrushes include Amazon, eBay, Walmart, and Alibaba, with Amazon commanding the largest share of the online market.
Online retail has gained a lot of traction post-COVID and provides users with a lot of options.
Europe enjoys the lead owing to Germany and the UK, where penetration rates are highest in Europe, >40% of people are highly focused on their oral and dental health.
This report offers high-quality insights and is the outcome of a detailed research methodology comprising extensive secondary research, rigorous primary interviews with industry stakeholders, and validation and triangulation with this Research’s internal database and statistical tools. More than 1,000 authenticated secondary sources, such as company annual reports, fact books, press releases, journals, investor presentations, white papers, patents, and articles, have been leveraged to gather the data. We conducted more than 10 detailed primary interviews with market players across the value chain in all four regions and industry experts to obtain both qualitative and quantitative insights.
Part of the oral care industry, electric toothbrushes are bringing much-needed change in the dental care space with the help of technology. Using electric toothbrushes helps maintain better dental hygiene and protects gum. Automated bristle movements can assist the elderly and people with limited dexterity in brushing their teeth regularly. With high penetration in Europe and North America, electric toothbrushes managed to capture a ~23% share of the global toothbrush market in 2023, registering a healthy growth of >4% during the trend period (2018-2023). Countries like the UK, Germany, Japan, and South Korea gained many new users during this period. The growth momentum is expected to continue during the forecast period (2024-2030) as more and more people become conscious about their oral health and are influenced to buy premium oral care products like electric toothbrushes.
A growing focus on oral health is driving the market as people begin to realize that prevention is better than cure. Rising disposable income in Europe, North America, and Asia-Pacific, and the incorporation of innovative features like AI in electric toothbrushes are some other driving factors.
Some of the key challenges associated with the market are the high cost of purchase and environmental and sustainability concerns with growing plastic components.
Recent Product Developments
Some of the key product developments in the market are:In 2022, Suri introduced a sustainable sonic toothbrush. An electric toothbrush with an aluminum body and brush heads made from plant-based materials that are recyclable.
In 2021, Oral-B launched its flagship iO Series 9 electric toothbrush with an innovative linear magnetic drive system powering the brush, smart pressure sensor, OLED display screen with personalized brushing modes, and artificial intelligence (AI) tracking via the Oral-B app.
In 2018, Colgate unveiled its first app-enabled electric toothbrush. The new Colgate smart toothbrush provides real-time feedback to improve brushing habits and help prevent problems before they start. It has been designed with the help of dentists.
Recent Market JVs and Acquisitions:
Market players form strategic alliances and partnerships as well as perform mergers and acquisitions in the market. Some developments in the past few years:In 2021, Colgate and Philips partnered to bring electric toothbrushes to Latin America. They joined forces under one name 'Philips Colgate' to better utilize their respective leading positions, and established networks to boost the oral care market in the region.
In 2017, Church & Dwight Co., Inc. acquired privately held Water Pik, Inc. (Waterpik). The deal enhanced the former’s existing oral care portfolio which included SPINBRUSH battery-operated toothbrushes.
Power Source Trends
Electric toothbrushes are expected to remain the fastest-growing power source of the market during the forecast period
The electric toothbrush market is segmented into electric toothbrushes and battery-operated toothbrushes.Battery-operated brushes are portable and inexpensive, but users incur additional costs for replacing the batteries, over time consumers upgrade to the rechargeable battery option (electric toothbrush).
Linked with higher initial costs, electric brushes are popular in countries with higher disposable incomes. Most electric toothbrushes being sold today are sonic toothbrushes. Rotating-oscillating toothbrushes are catching up fast.
Product Trends
Replacement brush heads are projected to be the larger segment during the forecast period
The market is segmented into replacement brush heads and new toothbrushes.Replacement brush heads captured more than half of the market share in 2023. They cost way less than the new electric toothbrushes.
As bristles wear out and accumulate bacteria and debris over time, dentists recommend replacing brush heads at regular intervals.
End-User Trends
Adults are likely to remain the leading end-user during the forecast period
The market is segmented into adults and kids.Adults, as the primary decision-makers and earners in households, dominate the electric toothbrush market.
When purchasing electric toothbrushes, adults focus on features such as battery power, brushing modes, warranty, and price.
Distribution Channel Trends
Online retail stores are anticipated to be the fastest-growing distribution channel during the forecast period
The market is segmented into supermarkets/hypermarkets, pharmacy/drug stores, online retail stores, and others.Popular online shopping destinations for electric toothbrushes include Amazon, eBay, Walmart, and Alibaba, with Amazon commanding the largest share of the online market.
Online retail has gained a lot of traction post-COVID and provides users with a lot of options.
Regional Insights
Europe is estimated to remain the largest market for electric toothbrushes during the forecast period
In terms of region, Europe is estimated to remain the largest market for electric toothbrushes during the forecast period.Europe enjoys the lead owing to Germany and the UK, where penetration rates are highest in Europe, >40% of people are highly focused on their oral and dental health.
Consumer Analysis
Additionally, the report also provides in-depth insights into consumer behavior and purchase decisions in the electric toothbrush market. Consumers are paying more attention to their oral health; this trend has accelerated post-COVID-19 pandemic. There is a growing preference for online channels, offering convenience, wider selection, and easy price comparison. However, some consumers still prefer in-store purchases for immediate gratification and the ability to touch and feel the product. Consumers also value features like timers, pressure sensors, and smart connectivity, often using complementary products like specialized toothpaste and interdental tools.Key Players
The major players compete in some of the governing factors including price, service offerings, regional presence, etc. The following are the key players in the electric toothbrush market.Here is the list of the Top Players (Based on Dominance)
- Procter & Gamble Company (Oral-B)
- Koninklijke Philips N.V.
- Colgate-Palmolive Company
- Church & Dwight Co., Inc.
- Lion Corporation
- Panasonic Corporation
- Perrigo Company plc
- Sunstar Suisse S.A.
- FOREO
- Den-Mat Holdings LLC
Report Features
This report provides market intelligence in the most comprehensive way. The report structure has been kept such that it offers maximum business value. It provides critical insights into market dynamics and will enable strategic decision-making for existing market players as well as those willing to enter the market.The electric toothbrush market is segmented into the following categories:
By Power Source Type
- Electric Toothbrushes (Subtype Analysis: Rotating-Oscillating, Rotating/Rotary, Sonic, Ultrasonic, and Others) (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- Battery-Operated Toothbrushes (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
By Product Type
- Replacement Brush Heads (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- New Toothbrushes (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
By End-User Type
- Adults (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- Kids (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
By Distribution Channel Type
- Supermarkets/Hypermarkets (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- Pharmacy/Drug Stores (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- Online Retail Stores (Subtype Analysis: Amazon, eBay, Alibaba, Walmart, and Others) (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
- Others (Regional Analysis: North America, Europe, Asia-Pacific, and RoW)
By Region
- North America (Country Analysis: The USA, Canada, and Mexico)
- Europe (Country Analysis: Germany, The UK, France, Italy, Switzerland, Austria, Slovakia, Slovenia, Spain, Denmark, The Czech Republic, and Rest of Europe)
- Asia-Pacific (Country Analysis: Japan, China, India, South Korea, Australia, New Zealand, and Rest of Asia-Pacific)
- Rest of the World (Country Analysis: Brazil, Argentina, The UAE, South Africa, and Others)
Research Methodology
This strategic assessment report from this research provides a comprehensive analysis that reflects today’s electric toothbrush market realities and future market possibilities for the forecast period. The report segments and analyzes the market in the most detailed manner to provide a panoramic view of the market. The vital data/information provided in the report can play a crucial role for market participants as well as investors in the identification of the low-hanging fruits available in the market as well as to formulate growth strategies to expedite their growth process.This report offers high-quality insights and is the outcome of a detailed research methodology comprising extensive secondary research, rigorous primary interviews with industry stakeholders, and validation and triangulation with this Research’s internal database and statistical tools. More than 1,000 authenticated secondary sources, such as company annual reports, fact books, press releases, journals, investor presentations, white papers, patents, and articles, have been leveraged to gather the data. We conducted more than 10 detailed primary interviews with market players across the value chain in all four regions and industry experts to obtain both qualitative and quantitative insights.
Table of Contents
Overview of Research Scope, Methodology, and Data Collection
2. Market Environment Analysis: Study of Factors Affecting the Market Dynamics
3. Electric Toothbrush Market Assessment (2018-2030) (US$ Million) and Consumer Analysis
4. Electric Toothbrush Market Segments’ Analysis (2018-2030) (US$ Million)
5. Competitive Analysis
6. Strategic Growth Opportunities
7. Company Profile of Key Players
8. Appendix
Companies Mentioned
- Church & Dwight Co., Inc.
- Colgate-Palmolive Company
- Den-Mat Holdings LLC
- FOREO
- Koninklijke Philips N.V.
- Lion Corporation
- Panasonic Corporation
- Perrigo Company plc
- Procter & Gamble Company (Oral-B)
- Sunstar Suisse S.A.
Methodology
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