Electric Toothbrush Market

Attractive Opportunities

Global Demand Analysis & Sales Opportunities in Electric Toothbrush Market 

• The annual demand for electric toothbrush was USD 4.1 billion in 2024 and is expected to reach USD 4.2 billion in 2025, up 3.3% than the value in 2024.
• During the forecast period (2025-2030), the electric toothbrush market is expected to grow at a CAGR of 5.0%. The annual demand will reach USD 5.4 billion in 2030.
• During 2025-2030, the electric toothbrush industry is expected to generate a cumulative sales opportunity of USD 28.7 billion.

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High-Growth Market Segments: 

• Europe is expected to maintain its reign in the market during the forecast period.
• By power source type, Electric toothbrush is expected to be the fastest-growing power source in the coming years.
• By product type, Replacement brush heads are anticipated to grab a larger share of the market.
• By end-user type, Adults are expected to be the leading end-users of the market during the forecast period.
• By distribution channel type, Online retail stores are anticipated to remain the market's fastest-growing distribution channel during the forecast period.

Market Statistics

Have a look at the sales opportunities presented by the electric toothbrush market in terms of growth and market forecast.

Market Dynamics

Introduction:

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.

Market Drivers: 

• Rising Oral Health Awareness – Growing consumer focus on dental hygiene fuels demand for advanced brushing solutions.
• Technological Advancements – Integration of smart sensors, Bluetooth, and AI in toothbrushes attracts tech-savvy consumers.
• Surge in Disposable Income – Higher income levels, especially in emerging economies, enable spending on premium oral care products.
• Growing Geriatric Population – Elderly users prefer electric toothbrushes for ease of use and enhanced plaque removal.
• Influence of Dental Professionals – Recommendations from dentists are increasingly driving consumer trust and product adoption.

A growing focus on oral health is driving the market as people begin to realize that prevention is better than a 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.

Market Challenges: 

• Some of the key challenges associated with the market are the high cost of purchase and environmental and sustainability concerns with growing plastic components.

Segment Analysis

Power Source Insights

“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 Insights

“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 Insights

“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 Insights

“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.

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Competitive Landscape

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

Note: The above list does not necessarily include all the top players in the market.

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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.

Report Features

This report provides market intelligence most comprehensively. The report structure has been kept so 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 following are the key features of the report:

• Market structure: Overview, industry life cycle analysis, supply chain analysis.
• Market environment analysis: Growth drivers and constraints, Porter’s five forces analysis, SWOT analysis.
• Market trend and forecast analysis.
• Market segment trend and forecast.
• Competitive landscape and dynamics: Market share, Service portfolio, New Product Launches, etc.
• COVID-19 impact and its recovery curve.
• Attractive market segments and associated growth opportunities.
• Emerging trends.
• Strategic growth opportunities for the existing and new players.
• Key success factors.

Market Segmentation

This report studies the market, covering a period of 15 years of trend and forecast. The report provides detailed insights into the market dynamics to enable informed business decision-making and growth strategy formulation based on the opportunities present in the market.

The electric toothbrush market is segmented into the following categories:

Electric Toothbrush Market, 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)

Electric Toothbrush Market, by Product Type

• Replacement Brush Heads
• New Toothbrushes

Electric Toothbrush Market, by End-User Type

• Adults
• Kids

Electric Toothbrush Market, 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)

Electric Toothbrush Market, 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 Stratview 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 and investors in identifying the low-hanging fruits available in the market and formulating 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 Stratview 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 15 detailed primary interviews with market players across the value chain in all four regions and industry experts to obtain both qualitative and quantitative insights.

Customization Options

With this detailed report, Stratview Research offers one of the following free customization options to our respectable clients:

Company Profiling

• Detailed profiling of additional market players (up to 3 players)
• SWOT analysis of key players (up to 3 players)

Competitive Benchmarking

• Benchmarking of key players on the following parameters: Product portfolio, geographical reach, regional presence, and strategic alliances

Custom Research: 

Stratview Research offers custom research services across sectors. In case of any custom research requirement related to market assessment, competitive benchmarking, sourcing and procurement, target screening, and others, please send your inquiry to sales@stratviewresearch.com.