Electric Toothbrush Market - By Product Type, By End-User, By Price, By Distribution Channel & Forecast 2024 – 2032

Electric Toothbrush Market Size

The global electric toothbrush market size was valued at USD 4.5 billion in 2023 and is anticipated to register a CAGR of over 7% between 2024 and 2032. The increasing awareness of oral hygiene and the growing emphasis on dental care are driving the demand for electric toothbrushes.
 

For instance, The World Health Organization (WHO) reports that approximately 10% of the global population suffers from severe periodontal (gum) disease, which can lead to tooth loss. Consumers, now more informed about oral health importance, are transitioning from manual to electric brushes, perceiving them to offer superior cleaning and more effective plaque removal. For Instance, according to a study published in the Journal of Clinical Periodontology, electric toothbrushes reduced plaque by 21% and gingivitis by 11% after three months of use compared to manual toothbrushes. This shift is primarily due to the belief that electric toothbrushes provide a more thorough and efficient clean, contributing to improved dental health.

In addition, electric toothbrushes have significantly evolved with technological advancements. Modern designs often include features such as pressure sensors, built-in timers, smart connectivity, and app integration, increasing their appeal to tech-savvy consumers. Pressure sensors help prevent excessive brushing force, which can cause gum damage, while timers ensure users brush for the recommended duration. Smart connectivity and app integration enable users to track brushing habits, receive personalized recommendations, and monitor oral health progress. These innovations enhance the user experience and promote better oral hygiene practices, positioning electric toothbrushes as valuable tools for maintaining long-term dental health. As these devices continue to evolve, their appeal to consumers seeking advanced, effective, and convenient oral care solutions is expected to increase.
 

While rechargeable electric toothbrushes are widely popular, the need for frequent charging can be an inconvenience, particularly for consumers who travel regularly. The reliance on charging stations or the need to pack charging cables can be cumbersome for those on the go. Moreover, as the battery degrades over time, the toothbrush's performance and lifespan can be significantly impacted. A reduced battery life means the device may not hold a charge long enough for daily use, leading to dissatisfaction and frustration among users who expect consistent, long-term reliability from their product. This can deter consumers from continuing to use or invest in electric toothbrushes.
 

Electric Toothbrush Market Trends

Electric toothbrushes are increasingly incorporating smart technology, such as Bluetooth connectivity and app integration, to enhance the user experience. These features allow consumers to track their brushing habits, receive personalized feedback, and monitor their oral health progress directly through their smartphones. By syncing the toothbrush with dedicated apps, users can receive real-time insights into their brushing technique, duration, and areas missed, helping them improve their oral care routine.
 

This trend is particularly appealing to tech-savvy consumers who value a more connected, data-driven approach to maintaining their oral health, providing an interactive and personalized brushing experience. For instance, in 2021, Philips N.V. introduced the Philips Sonicare 9900 Prestige, a toothbrush equipped with AI technology. This device, working in conjunction with the Philips Sonicare App, can detect when users miss brushing their molars. The system then alerts users and recommends focusing on these areas, enhancing overall brushing effectiveness.
 

Electric Toothbrush Market Analysis

Based on Product Type, the market is classified into Rechargeable Electric Toothbrushes and Battery-powered Electric Toothbrushes. Rechargeable Electric Toothbrushes dominated the market in 2023, acquiring a market of USD 3.2 billion and is expected to grow at a CAGR of 7.3% during the forecast period from 2024 to 2032 due to their convenience, long-term cost-effectiveness, and sustainability. Unlike battery-powered models that require frequent battery replacements, rechargeable electric toothbrushes offer a more economical solution over time with their reusable batteries, which helps reduce waste and the need for continuous purchases. Additionally, rechargeable models often come with advanced features such as multiple brushing modes, pressure sensors, and longer battery life, appealing to consumers seeking superior performance and enhanced oral care.
 

Based on End-User, the electric toothbrush market is segmented into Adults and Children. The Adults segment dominated the market in 2023 by acquiring a market share of 76.8% and is expected to grow at a CAGR of 7.4% during the forecast period from 2024 to 2032 due to growing awareness of the importance of oral hygiene and the increasing demand for advanced dental care solutions. Adults are more likely to invest in electric toothbrushes because of their superior cleaning capabilities, which are believed to offer better plaque removal and overall oral health compared to manual brushes.
 

North America accounted for electric toothbrush market of USD 1.5 billion in 2023 and is expected to grow at a CAGR of 6.9% during the forecast period from 2024 to 2032. This growth is driven by the increasing demand for advanced oral care products, supported by high consumer awareness about the importance of oral hygiene and the rising preference for electric toothbrushes. The presence of leading manufacturers in the region, coupled with robust promotional and advertising strategies, further fuels market expansion.
 

China dominated the Asia Pacific electric toothbrush market in 2023 acquiring a market share of 41.8% in 2023 and is expected to grow during the forecast period from 2024 to 2032. This growth stems from its large population, expanding middle class, and growing oral health awareness. Urban consumers with rising disposable incomes are increasingly opting for advanced oral care solutions, including electric toothbrushes. Both local and international manufacturers are meeting this demand by offering affordable, high-quality electric toothbrush models, further driving market growth. China's continued focus on dental hygiene and ongoing technological advancements position it to maintain its leading role in the regional market.
 

Germany's leadership in the European electric toothbrush market. As one of the largest and most developed markets in Europe, Germany boasts a high level of consumer awareness regarding oral hygiene and a growing preference for advanced dental care solutions. The country is home to several prominent global and local electric toothbrush manufacturers, which consistently innovate to meet the increasing demand for smart, effective, and environmentally friendly oral care products.
 

Electric Toothbrush Market Share

The market, with prominent players, such as Panasonic, Colgate-Palmolive Company, The Procter & Gamble Company and Church & Dwight Co., Inc. holds a market share of ~15%. Manufacturers are adopting strategic steps, such as mergers, acquisitions, partnerships, and collaborations, to meet the growing consumer demand and consolidate their position in the market.
 

Electric Toothbrush Market Companies

Major players operating in the electric toothbrush industry include:

• Brush Buddies
• Church & Dwight
• Colgate-Palmolive
• Conair (Interplak)
• Dretec
• Fairywill
• FOREO
• JSB Healthcare
• Kolibree
• Lion
• Ningbo Seago Electric
• Omron Healthcare
• Panasonic
• Philips
• Procter & Gamble
• Rotadent
• SEASTAR
• Shenzhen Risun Technology
• Smilex
• SONIC Chic
• Wellness Oral Care

Electric Toothbrush Industry News

• In March 2024, Philips Sonicare introduced a new electric toothbrush designed specifically for children. The Philips One for Kids targets children aged 3 to 12, aiming to improve their oral care routines. This product, which has received endorsements from dental professionals worldwide, features bright colors and child-friendly designs to encourage regular brushing habits.
   
• In March 2024, Keosaa launched a new line of electric toothbrushes focused on enhancing oral health for adults. These advanced devices offer improved cleaning in areas that are often difficult to reach with manual brushes. The new toothbrushes feature an ergonomic design, a long-lasting battery that provides up to 60 days of use in standard mode, and quick recharging capabilities. They are available in four colors: black, white, pink, and blue.
   

The electric toothbrush market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Rechargeable electric toothbrushes
• Battery-powered electric toothbrushes

Market, By End-User

• Adults
• Children

Market, By Price Range

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • E-commerce
  • Company owned website
• Offline
  • Supermarkets & pharmacies
  • Specialty stores

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia
  • Indonesia 
• Latin America
  • Brazil
  • Mexico 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa