Toothbrush Market - By Product Type, By Bristle Type, By Head Shape, By Price, By End Use, By Distribution Channel, Analysis, Share, Growth Forecast, 2024 to 2032

Toothbrush Market Size

The global toothbrush market size was valued at USD 11.57 billion in 2023 and is estimated to grow at a CAGR of over 4.5% from 2024 to 2032. Global dental problems are on the rise, thus contributing to the increase in demand for toothbrushes. According to the WHO, around 3.5 billion people suffer from a disease of the mouth. People's awareness of proper oral care is increasing due to the widespread nature of several oral issues such as cavities, gum disease, and tooth sensitivity.
 

As a result, there has arisen a higher demand for toothbrushes, especially the electric and smart variants, along with those made for sensitive teeth. In addition to this, the political appetite for public oral hygiene and a holistic set of policies aimed at the resolution of these issues, coupled with the strong engagement of dentists as medicating specialists, has created stronger awareness of oral care. Consequently, people are investing in good quality toothbrushes to improve their level of oral care, which is pushing the growth of the overall market.
 

In addition, the market is growing as there is an increase in disposable income and a shift in lifestyles. Consumers are nowadays willing to pay for better oral care products. There is an emerging market consolidated for superior toothbrushes, including electric and other specialized types. This development is associated with an increased interest on the part of the patients in the factors that pertain to oral hygiene.

Toothbrush Market Trends

• Within the global market of toothbrushes, there is a tendency to adopt non-traditional electric and some smart toothbrushes. For some time now, there has been statistical and ambitious prediction that consumers tend to favor the use of an electric toothbrush as its effectiveness overwhelmingly impresses them by the quantum of plaque removed and gum health improvement it provides in comparison to a manual brush.
   
• Manufacturers are coming up with smart toothbrushes that have batteries that last longer and bristles that vibrate to enable deep cleaning. For instance, in March 2022, Oral-B presented its iO Series 10 at the Mobile World Congress in Barcelona. The company seeks to combat poor oral hygiene worldwide through the promotion of the use of electric toothbrushes over manual ones.
   
• These superior toothbrushes assist both people and children to brush their teeth correctly so that better oral hygiene is maintained. These types of toothbrushes reflect the new technology and are hailed by consumers who want better oral health.
   

Toothbrush Market Analysis

• The issue of price sensitivity is quite prevalent in the market. In areas where the population is more price-sensitive, the issue gets worse. Increasingly, consumers who would rather maximize profits tend to prefer lower-priced manual toothbrushes instead of specialty or electric ones.
   
• This shift in consumer behaviour means that manufacturers also must find how to balance quality and price as well as the profits they seek to generate. This challenge is heightened in more competitive environments where low pricing is the game changer. Besides, high-level competition further makes the market for toothbrushes quite difficult.
   
• Since there are many companies in the market selling related products, companies have a demanding time trying to distinguish themselves, particularly when it comes to general manual toothbrushes. The rise of private label and online-exclusive brands puts extra pressure on prices. Established brands cannot afford to lag in innovation, improving quality, and investing in marketing; otherwise, they would lose their market share.

Segmented within the electric and manual product types, the toothbrush market can be seen to include electric toothbrushes and manual toothbrushes. The manual toothbrush segment possessed the largest market share in 2023 with an overall USD 7.44 billion and is predicted to achieve a total of 10.83 billion dollars by 2032.
 

• The manual toothbrush segment maintains the health of the market for a number of factors. For starters, manual toothbrushes cost a fraction of the price of their electric counterparts; therefore, they can be used by a wider base of the population, particularly in places where affordability is a key aspect. These are generally widely stocked in supermarkets, pharmacies, and drug stores, and so are very easy for consumers to obtain.
   
• Many consumers are more used to the manual toothbrush that tends to be the norm in regions where the electric toothbrush is still a novelty. They are fairly easy to use since no charging or battery replacement is required. Manual toothbrushes have a longer lifespan compared to the electric ones, which have a shorter lifespan as parts or batteries get worn out and need replacement.
   
• They are portable and replaceable as well as quieter than other devices, making them more eco-friendly, which also suits the needs of many who are more convenience- and eco-friendly oriented. On the other hand, in some regions where manual toothbrushes are common, it is culturally more accepted; therefore, most people would rather have it.

The toothbrush market for toothbrushes has been segmented as soft, medium, hard, and other types based on bristles. During the forecast period, the medium bristle type segment is expected to grow at a CAGR of 4.7%, as it held a dominant market share of 43% during 2023.
 

• Medium bristle toothbrushes strike a good balance between cleaning power and comfort. They can, however, be used on a daily basis as they remove plague without causing any damage to the gums and enamel. As such, they are ideal for general dental hygiene. Medium toothbrushes for patients with healthy teeth and gums are generally advised by dental hygienists.
   
• They do not hurt, nor do they destroy in the process of cleaning; however, they do a good job of cleaning surfaces. They suit most people since they are not so soft (may not clean well) or too hard for sensitive gum and enamel. All these factors play a role in influencing the firm hold of the medium-bristled toothbrushes in the market.

In 2023, the Asia Pacific toothbrush market was approximately at USD 3.95 billion, but it is forecasted to expand to USD 6.02 billion as of 2032. This growth might potentialize in the future due to the rise of demand in China and India as both nations have a huge population.
 

• This region contains about 4.7 billion people, presenting a good market. There will be increased sales in oral care solutions due to an increase in the middle class. Also, better hygiene among people due to urbanization and increased disposable income will result in a more extensive market. Moreover, Japan, South Korea, and China are enhancing the growth of the toothbrush industry by embracing technology.
   

The countries foster inventions; hence manufacturers are able to use electric and smart toothbrushes to conform with the growing market internationally. Hence, with a rapidly growing population that prioritizes their health and technology, the Asia-Pacific region is one of the major markets for toothbrushes.
 

Toothbrush Market Share

By 2023, the share in the market is expected to be around 10 to 15% only, with companies such as Unilever offered through Pepsodent, Colgate, and Perrigo. The industry is very fragmented, and these top companies are focusing on various strategies to attain growth in the market.
 

In order to develop cutting-edge technologies such as smart innovations that greatly improve the experience a user gets with improved ergonomic features and better bristle designs; these companies are spending huge amounts on developing the product. The overarching goal of such companies is to deepen their presence in the market, which is rapidly developing due to an increase in efficiency and ease of use of oral care products.
 

Toothbrush Market Companies 

Major players operating in the toothbrush industry are:

• Oral-B
• Colgate
• Aqua fresh
• Sensodyne
• Wisdom
• Humble Co.
• Trisa
• Unilever (Pepsodent)
• Lion Corporation
• Philips
• Curaden AG
• Perfora
• Fang Oral Care
• Sunstar
• Perrigo
   

Toothbrush Industry News

• In October 2024, Aqua Fresh, alongside the changing stories of the consumers, launches its Kids Battery Powered Toothbrush. This product is designed for children aged between six and twelve and has a tapered back tip making the toothbrush more effective when cleaning hard to reach areas.
   
• In March 2024, Philips Soniccare Philips released a new toothbrush specifically for children aged between three and twelve when it sensed the imbalance in oral health care products for children. Bright colors and soothing designs were the main features which appealed to the young audience at the time of the launch.
   

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

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Market, By Product Type

• Electric
• Manual

Market, By Bristle Type

• Soft
• Medium
• Hard
• Others (ultra soft)

Market, By Head Shape

• Oval
• Round
• Diamond shaped
• Rectangle
• Others(u-shaped)

Market, By Price

• Low
• Medium
• High

Market, By End Use

• Kids
• Adults

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites
• Offline
  • Mega retail stores
  • Pharma stores
  • Others (individual stores)

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

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