Electric Toothbrush Market

Global Electric Toothbrush Market Size, Share & Trends Analysis Report By Bristle (Soft, and Nanometer), By Head Movement (Sonic/Side-to-side, and Rotation/Oscillation), By End User (Adults, and Children), By Regional Outlook and Forecast, 2023 - 2030

Report Id: KBV-19938 Publication Date: February-2024 Number of Pages: 279
USD 3.2 Billion
USD 5.4 Billion
Historical Data
2019 to 2021

Market Report Description

The Global Electric Toothbrush Market size is expected to reach $5.4 billion by 2030, rising at a market growth of 6.9% CAGR during the forecast period. In the year 2022, the market attained a volume of 66051.5 thousand units, experiencing a growth of 6.6% (2019-2022).

Technological advancements have led to electric toothbrushes with multiple brushing modes designed to address various oral care needs. These modes may include settings for daily cleaning, sensitive teeth, gum care, deep cleaning, and massage. Consequently, the sonic/side-to-side segment would generate approximately 62.85% share of the market by 2030. Users can customize their brushing experience based on their preferences and dental requirements. Advances in battery technology have led to electric toothbrushes with longer battery life, reducing the frequency of recharging.

Electric Toothbrush Market Size - Global Opportunities and Trends Analysis Report 2019-2030

Oral health awareness campaigns often stress the significance of plaque removal for preventing cavities, gum disease, and other dental issues. Electric toothbrushes are recognized for their superior plaque removal capabilities compared to manual brushes, making them a preferred choice among individuals aiming for optimal oral care. Consumers are increasingly educated about the advanced cleaning technologies incorporated in electric toothbrushes, such as rotation, oscillation, sonic vibrations, and customized brushing modes. Thus, the increasing awareness of oral health has created a favorable environment for the market. Moreover, with higher disposable incomes, consumers are more willing to invest in premium and technologically advanced products. Electric toothbrushes, often considered a higher-end option compared to manual brushes, become more affordable and accessible to a larger segment of the population. As incomes rise globally, the market will likely experience sustained growth.

However, the primary concern with high-cost electric toothbrushes is the affordability barrier they create for a significant portion of the population. Consumers in both developed and developing economies may find electric toothbrushes relatively expensive compared to traditional manual toothbrushes. Many consumers are price-sensitive when it comes to purchasing personal care products. An electric toothbrush's perceived value must align with the cost for consumers to justify the investment. Market segmentation becomes essential for targeting specific consumer groups effectively. Due to the above factors, market growth will be hampered in the coming years.

Driving and Restraining Factors
Electric Toothbrush Market
  • Increasing awareness of oral health
  • Continuous advancements in technology
  • Rising disposable incomes in  various regions
  • High cost of electric toothbrushes
  • Competitive pressure from manual toothbrushes

By Bristle Analysis

On the basis of bristle, the market is segmented into soft and nanometer. In 2022, the soft segment dominated the market with the maximum revenue share. Soft bristles are less abrasive compared to medium or hard bristles. Overly abrasive brushing can lead to enamel wear and gum recession. A soft bristle electric toothbrush minimizes the risk of abrasion, protecting the tooth enamel and preventing damage to the delicate tissues in the mouth. Children, especially those transitioning from manual to electric toothbrushes, may find soft bristle brushes more comfortable. The gentle brushing action, combined with the novelty of an electric toothbrush, can make the oral care routine more enjoyable for children.

By Head Movement Analysis

Based on head movement, the market is fragmented into rotation/oscillation and sonic/side-to-side. The rotation/oscillation segment earned a significant revenue share in the market in 2022. The rotating and oscillating movements of the brush head enable it to cover a larger surface area, ensuring that more tooth surfaces are cleaned during each brushing session. This comprehensive coverage contributes to a more thorough and even cleaning of the entire mouth. Many rotation/oscillation electric toothbrushes are designed to be user-friendly, making them suitable for individuals of all ages. The automated movements of the brush head simplify the brushing technique, making it easier for users to achieve effective results with minimal effort.

Electric Toothbrush Market Share and Industry Analysis Report 2022

By End-User Analysis

By end user, the market is classified into children and adults. In 2022, the adults segment registered the largest revenue share in the market. Electric toothbrushes provide a consistent and controlled brushing technique, helping users maintain the correct pressure and motion for optimal cleaning. This can be particularly beneficial for individuals with difficulty maintaining a proper brushing technique with a manual toothbrush. The efficient removal of plaque and bacteria contributes to improved gum health. Electric toothbrushes can help reduce gingivitis and inflammation, leading to healthier gums and a lower risk of gum disease.

Free Valuable Insights: Global Electric Toothbrush Market size to reach USD 5.4 Billion by 2030

By Regional Analysis

Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific region covered a considerable revenue share in the market in 2022. Many global and local manufacturers are adopting market-specific strategies to cater to consumers' diverse needs and preferences in different countries within the Asia Pacific region. Changing cultural norms and an increased emphasis on personal care have influenced lifestyle choices in the Asia Pacific. Electric toothbrushes are seen as a modern and effective tool for maintaining oral health, aligning with consumers' evolving preferences.

Electric Toothbrush Market Report Coverage
Report Attribute Details
Market size value in 2022 USD 3.2 Billion
Market size forecast in 2030 USD 5.4 Billion
Base Year 2022
Historical Period 2019 to 2021
Forecast Period 2023 to 2030
Revenue Growth Rate CAGR of 6.9% from 2023 to 2030
Number of Pages 279
Number of Table 630
Quantitative Data Volume in Thousand Units, Revenue in USD Billion, and CAGR from 2019 to 2030
Report coverage Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Competitive Landscape, Porter’s 5 Forces Analysis, Market Share Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives
Segments covered Bristle, Head Movement, End User, Region
Country scope
  • North America (US, Canada, Mexico, and Rest of North America)
  • Europe (Germany, UK, France, Russia, Spain, Italy, and Rest of Europe)
  • Asia Pacific (China, Japan, India, South Korea, Singapore, Malaysia, and Rest of Asia Pacific)
  • LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria, and Rest of LAMEA)
Companies Included Koninklijke Philips N.V., The Colgate Palmolive Company, The Procter & Gamble Company, Panasonic Holdings Corporation, OMRON HEALTHCARE Co., Ltd. (Omron Corporation), Water Pik, Inc. (Church & Dwight Co., Inc.), FOREO, Emmi Ultrasonic GmbH (EMAG Gmbh & Co. KG), Quip NYC, Inc., Risun Technology Co., Ltd (Risun Group Limited)
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Recent Strategies Deployed in the Market

  • Aug-2023: Water Pik, Inc. unveiled Sensonic Electric Toothbrush, designed to provide a visibly and tangibly deeper clean. This new toothbrush incorporates advanced sonic technology and a specially crafted bristle pattern that conforms to the natural contours of teeth for an enhanced cleaning experience.
  • Feb-2023: Koninklijke Philips N.V. entered into partnership with Candid Care Co., dental equipment manufacturer. Under this partnership, the company aims to improve the efficacy and efficiency of orthodontic treatment. Philips' pledge to be a comprehensive player in oral healthcare also aligns with Candid's mission to give dentists the tools and resources they require to treat patients well.
  • Nov-2022: Quip NYC, Inc. has launched the Quip Rechargeable Electric Toothbrush. This innovative product comes with magnetic charging, a replaceable brush head, sonic vibrations, Bluetooth connectivity to the Quip app, and is available in five different shades and two materials to match your personal style.
  • Apr-2022: Quip NYC, Inc. acquired Toothpic, online dental care company. Through this acquisition, Quip aims to enhance oral health by offering a unique digital companion to manage a complete range of oral care products and services. Integrating Toothpic's teledentistry platform and network of online dental professionals into our app centralizes access to a full suite of connected oral care products and services, transforming how people handle their oral health.
  • Apr-2022: Philips has introduced the Sonicare, a cutting-edge line of electric toothbrushes featuring advanced sonic technology. Surpassing manual alternatives, this series delivers a remarkable three to seven times improvement in plaque removal. The lineup includes the Protective Clean 4300 Series, the 1000 and 3000 series, and the Sonicare 1000 series. The Sonicare 1000 series enhances the brushing experience with a SmartTimer and QuadPacer, ensuring an efficient clean within the recommended time. The Sonicare 3000 series introduces BrushSync technology for monitoring brush head longevity and providing alerts for timely replacements. Additionally, it incorporates a built-in pressure sensor to protect gums by notifying users of excessive brushing force. The ProtectiveClean 4300 series, featuring two brushing modes and 62,000 micro vibrations, is designed to promote enhanced gum health.

List of Key Companies Profiled

  • Koninklijke Philips N.V.
  • The Colgate Palmolive Company
  • The Procter & Gamble Company
  • Panasonic Holdings Corporation
  • OMRON HEALTHCARE Co., Ltd. (Omron Corporation)
  • Water Pik, Inc. (Church & Dwight Co., Inc.)
  • Emmi Ultrasonic GmbH (EMAG Gmbh & Co. KG)
  • Quip NYC, Inc.
  • Risun Technology Co., Ltd (Risun Group Limited)

Electric Toothbrush Market Report Segmentation

By Bristle (Volume, Thousand Units, USD Billion, 2019-2030)

  • Soft
  • Nanometer

By Head Movement (Volume, Thousand Units, USD Billion, 2019-2030)

  • Sonic/Side-to-side
  • Rotation/Oscillation

By End User (Volume, Thousand Units, USD Billion, 2019-2030)

  • Adults
  • Children

By Geography (Volume, Thousand Units, USD Billion, 2019-2030)

  • North America
    • US
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • Germany
    • UK
    • France
    • Russia
    • Spain
    • Italy
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Singapore
    • Malaysia
    • Rest of Asia Pacific
    • Brazil
    • Argentina
    • UAE
    • Saudi Arabia
    • South Africa
    • Nigeria
    • Rest of LAMEA

Frequently Asked Questions About This Report

This Market size is expected to reach $5.4 billion by 2030.

Increasing awareness of oral health are driving the Market in coming years, however, High cost of electric toothbrushes restraints the growth of the Market.

Koninklijke Philips N.V., The Colgate Palmolive Company, The Procter & Gamble Company, Panasonic Holdings Corporation, OMRON HEALTHCARE Co., Ltd. (Omron Corporation), Water Pik, Inc. (Church & Dwight Co., Inc.), FOREO, Emmi Ultrasonic GmbH (EMAG Gmbh & Co. KG), Quip NYC, Inc., Risun Technology Co., Ltd (Risun Group Limited)

In the year 2022, the market attained a volume of 66051.5 thousand units, experiencing a growth of 6.6% (2019-2022).

The Sonic/Side-to-side segment is leading the Market, By Head Movement in 2022 thereby, achieving a market value of $3.4 Billion by 2030.

The Europe region dominated the Market, By Region in 2022 thereby, achieving a market value of $1.8 Billion by 2030, growing at a CAGR of 6.3 % during the forecast period.



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