Electric Toothbrush Market By Product Type (Battery Powered, Rechargeable), By Technology (Vibrational electric toothbrush, Rotation-oscillation electric toothbrush), By End-User (Male, Female, Adult, Kids), By distribution channel (Online, Offline),By Region And Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, And Forecast 2023-2032
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This report was compiled by Correspondence Linkedin | Detailed Market research Methodology Our methodology involves a mix of primary research, including interviews with leading mental health experts, and secondary research from reputable medical journals and databases. View Detailed Methodology Page
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The Electric Toothbrush Market was valued at USD 4 billion in 2022. It is expected to reach USD 8.5 billion in 2032, with a CAGR of 8% during the forecast period from 2023 to 2032.
Globally, people are becoming more concerned with their dental hygiene. Electric toothbrushes equipped with advanced technology are being increasingly utilized to clean teeth and perform other daily dental activities. Their oscillatory movement sets them apart from traditional models. According to researchers, electric brushes may be best suited for children whose parents clean their teeth on a daily basis.
According to the report by WHO in 2023, it has been mentioned that more than 3.5 billion individuals are affected with dental or oral diseases. Out of 4, every 3 individuals are affected with oral disease from a middle-income region. It is estimated that 2 billion people suffer from the caries of the permanent teeth and among that 514 million are children who are mostly affected with caries of primary teeth.
Furthermore, there is also a cost difference between the electric and old traditional manual toothbrushes. As the manual toothbrushes cost less than a dollar, on the other hand, electric toothbrushes with rechargeable batteries charge around 15 dollars. Dentists always prefer electric toothbrushes as they have vibration bristles that can remove plaque easily from the teeth and gums.
Moreover, the technological advancement in electric toothbrushes has marked their strong existence in the global market. The introduction of smart advanced toothbrushes with modern functionalities is a substantial market trend.
For example, the embedded Bluetooth connectivity, sensors, and personalized modes provide a smooth brushing experience to consumers. Although these premium toothbrushes are intended for high-end customers inclined to spend on new advanced technology everyday goods, manufacturers are also building a wide variety of toothbrushes to match the investment levels.
The electric toothbrush market is expected to increase rapidly amongst the core millennial population worldwide, as well as the surge in technological innovations like toothbrushes with smart inbuilt options are projected to provide remunerative capabilities for market growth.
Driving factors
Promotional and Advertising Strategies Propel the Electric Toothbrush Market
Promotional and advertising strategies play a crucial role in driving the growth of the electric toothbrush market. Manufacturers and brands are increasingly utilizing creative marketing campaigns to highlight the benefits of electric toothbrushes over traditional manual toothbrushes. These strategies often emphasize enhanced cleaning efficiency, ease of use, and advanced features of electric toothbrushes.
Innovative advertising tactics, including social media influencer partnerships and digital marketing, are effectively reaching a broader audience. These promotional efforts are not only raising consumer awareness but also shaping perceptions about oral health and the importance of advanced dental care tools. In the long run, these marketing initiatives are likely to continue, further solidifying the position of electric toothbrushes in daily oral hygiene routines and expanding market reach.
Geriatric Population Necessitates Electric Toothbrush Adaptation
The growing geriatric population significantly contributes to the expansion of the electric toothbrush market. As people age, they may face challenges with manual dexterity and mobility, making traditional toothbrushing methods difficult. Electric toothbrushes, with features like larger handles, built-in timers, and varying intensity levels, offer a more manageable and effective solution for the elderly.
The focus on oral health in older adults is increasing, as it's closely linked to overall health. Manufacturers are recognizing this demographic shift and are designing products tailored to the needs of older users. The aging global population indicates a sustained demand for electric toothbrushes tailored to the elderly, supporting continuous market growth.
Rising Dental Problems Fuel Electric Toothbrush Demand
Electric toothbrush sales have seen significant growth due to an increase in dental issues and a growing understanding of oral health's connection to overall well-being, with people seeking economical and efficient ways to maintain dental hygiene. Electric toothbrushes may prove particularly successful at combatting dental conditions such as cavities, gingivitis, and plaque buildup due to their superior cleaning power and can effectively help in the fight against cavities, gingivitis, and plaque accumulation.
As dental health awareness grows and more people seek preventive measures against oral diseases, the demand for electric toothbrushes is expected to rise. This trend underscores the market's potential for growth, driven by consumer health consciousness and a proactive approach to dental care.
Restraining Factors
High Initial Cost Restrains Electric Toothbrush Market Growth
Electric toothbrushes' initial costs limit their market growth significantly, particularly among budget-minded consumers or those from lower income brackets. Not only is there the initial purchase cost to consider, but there are also ongoing maintenance expenses and replacement brush head costs which make investing in an electric toothbrush prohibitively expensive and may result in buyers opting for less costly manual options, further diminishing growth for electric toothbrushes in general.
Lack of Awareness Restrains Electric Toothbrush Market Growth
A lack of awareness about the benefits of electric toothbrushes also hinders market growth. Many consumers may not be fully informed about the advantages that electric toothbrushes offer over manual brushing, such as effectiveness in plaque removal and ease of use for people with limited manual dexterity. This lack of knowledge can lead to a lower adoption rate, as consumers might not see a compelling reason to switch from a traditional toothbrush to a more expensive electric variant. Increasing consumer education and awareness about the benefits of electric toothbrushes is crucial for expanding their market presence.
Electric Toothbrush Market Segment Analysis
By Product Type
Battery-powered electric toothbrushes dominate this segment due to their affordability, ease of use, and accessibility. These toothbrushes are often the entry point for consumers transitioning from manual to electric models, offering a balance of convenience and effectiveness without the higher price tag of rechargeable models. Their appeal lies in their portability and the lack of need for charging infrastructure, making them popular for travel and occasional use.
Rechargeable electric toothbrushes, while not as dominant, are gaining popularity for their eco-friendliness and advanced features. These models often offer enhanced cleaning technologies, customizable settings, and smart functionalities, appealing to tech-savvy consumers and those seeking a more thorough cleaning experience.
By Bristle Type
Soft bristles are the most preferred choice in electric toothbrushes, especially recommended by dental professionals for their gentle yet effective cleaning. Soft bristles are suitable for a broad range of users, including those with sensitive teeth and gums, making them a universally appealing option.
>Nanometer bristles are an emerging technology focusing on enhanced cleaning efficacy at the microscopic level. While currently less common, they represent a growing niche in the market.
By Head Movement
The rotation/oscillation movement in electric toothbrushes is a leading technology. It is highly effective in plaque removal and reducing gingivitis, making it a popular choice among consumers seeking a deep clean. This technology's proven effectiveness in improving oral health drives its market dominance.
Sonic technology, offering a high-frequency side-by-side movement, is favored for its ability to clean hard-to-reach areas and its gentle approach. While not as widespread as rotation/oscillation, sonic toothbrushes are growing in popularity.
By End-User
The segment for children's electric toothbrushes is particularly dominant, driven by the increasing awareness among parents about the importance of early oral hygiene. Electric toothbrushes for children are designed to be user-friendly, with features like timers to ensure adequate brushing time, gentle bristles suitable for young gums and teeth, and engaging designs or characters to make brushing more appealing. The focus on instilling good oral habits from an early age is a key factor in the growth of this segment.
The adult segment, while significant, is complemented by the children’s segment. Adults' electric toothbrushes are geared towards addressing specific oral health concerns like plaque removal, gum health, and teeth whitening.
Innovations such as adjustable speed settings, various brush head options, and connectivity features for personalized oral care contribute to the segment's growth. The adult market is also seeing an increase in the adoption of smart electric toothbrushes, which offer advanced features like pressure sensors, real-time feedback, and app integration for monitoring oral health.
By Distribution Channel
Supermarkets are the most significant distribution channel for electric toothbrushes, largely due to their widespread accessibility and convenience. They offer a broad selection of products from various brands, allowing consumers to compare features and prices in one location.
Supermarkets often have dedicated sections for oral care products, making it easy for consumers to find electric toothbrushes alongside related products like toothpaste and dental floss. Their frequent promotional activities and discounts also attract a larger customer base. The presence of supermarkets in most neighborhoods ensures that electric toothbrushes are readily available to a wide range of consumers.
Pharmacies are another key distribution channel, particularly valued for the expert advice available from pharmacists. Consumers often trust pharmacies for healthcare-related purchases, and pharmacists can provide recommendations based on individual oral health needs. This channel is particularly relevant for specialized electric toothbrushes designed for specific dental conditions.
By Product Type
- Battery Powered
- Rechargeable
By Bristle Type
- Soft
- Nanometer
By Head Movement
- Rotation/Oscillation
- Sonic/Side-by-side
By End-User
- Male
- Female
- Adult
- Kids
By distribution channel
- Supermarkets
- Pharmacy
- Online Retail Stores
Growth Opportunities
Rising Awareness Towards Oral Hygiene Ignites Growth Opportunities in the Electric Toothbrush Market
The surging awareness towards oral hygiene is a catalyst for growth in the electric toothbrush market. As consumers become increasingly conscious of the importance of oral health, the demand for effective oral care products like electric toothbrushes is on the rise. Companies that promote the benefits of superior plaque removal and enhanced brushing techniques offered by electric toothbrushes are well-positioned for expansion. This trend aligns with the growing emphasis on preventive healthcare practices, significantly contributing to the expansion of the electric toothbrush market.
Continuous Technological Advancements Propel Growth in the Electric Toothbrush Market
Continuous technological advancements play a pivotal role in propelling growth in the electric toothbrush market. Advancements in battery technology, brush head design, and connectivity options are making electric toothbrushes more appealing to consumers. Companies that stay at the forefront of technological innovation and offer innovative features are well-positioned for expansion. This trend reflects the importance of staying competitive in the digital age and significantly contributes to the growth potential of the electric toothbrush market.
Regional Analysis
North America Dominates with a 30% Market Share in the Electric Toothbrush Market
North America holds a significant 30% share of the global electric toothbrush market. This dominance is largely attributed to the region's high consumer awareness regarding oral hygiene and the benefits of using electric toothbrushes. Additionally, the presence of key market players in the region, coupled with aggressive marketing strategies and continuous product innovation, has played a crucial role in popularizing electric toothbrushes.
The market dynamics in North America are further shaped by the high disposable income of consumers, allowing them to invest in premium oral care products. Moreover, the recommendation and endorsement of electric toothbrushes by dental professionals in the region significantly influence consumer purchasing decisions.
Forecast implications suggest that North America's market presence will likely continue to grow. The increasing focus on personal health and hygiene, along with technological advancements in electric toothbrushes such as Bluetooth connectivity and AI integration, are expected to drive further market expansion.
Europe:
Europe boasts a substantial market for electric toothbrushes due to its high consumer spending power and emphasis on dental health care and hygiene. European consumers have become increasingly intrigued with cutting-edge dental care goods, while they remain well informed of the advantages offered by electric toothbrushes.
As expected, the European market should experience steady expansion due to technological advancements in product design, the popularity of smart health devices, and greater consumer health awareness.
Asia-Pacific:
The Asia-Pacific region is an emerging market for electric toothbrushes, with a growing middle class and increasing awareness of oral health care. The market is driven by urbanization, rising disposable incomes, and the influence of Western lifestyle trends.
The future of the electric toothbrush market in Asia-Pacific looks promising, with potential growth driven by increasing health awareness, the expansion of retail distribution networks, and the introduction of affordable electric toothbrush options tailored to the region's market preferences.
Toothbrush Industry by Region
North America
- The US
- Canada
Europe
- Germany
- France
- The UK
- Spain
- Italy
- Russia
- Netherlands
- Rest of Europe
Asia-Pacific
- China
- Japan
- South Korea
- India
- New Zealand
- Singapore
- Thailand
- Vietnam
- Rest of Asia Pacific
Latin America
- Brazil
- Mexico
- Rest of Latin America
Middle East & Africa
- South Africa
- Saudi Arabia
- UAE
- Rest of the Middle East & Africa
Key Player Analysis
The electric toothbrush market is characterized by the presence of both established consumer goods companies and innovative dental technology firms. The Procter & Gamble Company, with its Oral-B brand, and Colgate-Palmolive Company are market leaders, known for their extensive product ranges and global distribution networks. Their strategic positioning is underscored by a strong emphasis on technological innovation and consumer oral health education.
Koninklijke Philips N.V. has established itself as a key player with its Sonicare line, focusing on advanced sonic technology and design aesthetics. Panasonic Corporation and Shenzhen Risun Technology Co. Ltd. are important for their contributions to technological advancements in electric toothbrushes, particularly in the Asian market.
Mouth Watchers and Dr. Fresh LLC stand out for their focus on antimicrobial and affordable electric toothbrush options, catering to a cost-conscious segment. Conair Corporation and Quip, Inc. have carved out niches with their stylish and user-friendly designs, appealing to younger consumers and those new to electric toothbrushes.
Water Pik Inc. and Kolibree SAS emphasize oral hygiene innovations, with Water Pik integrating water flossing technology and Kolibree incorporating AI and interactive features. Church & Dwight Co. Inc., through its Spinbrush brand, provides an accessible entry point to the market with budget-friendly options.
Overall, these key players in the electric toothbrush market drive growth through a combination of innovative product development, strategic marketing, and a focus on catering to diverse consumer needs, from advanced oral health technology to accessible, user-friendly options.
Top Key Players in Electric Toothbrush Market
- The Procter & Gamble Company
- Colgate-Palmolive Company
- Panasonic Corporation
- Koninklijke Philips N.V.
- Shenzhen Risun Technology Co. Ltd.
- Mouth Watchers
- Conair Corporation
- Quip, Inc.
- Water Pik Inc.
- Kolibree SAS
- P&G (Oral-B and Crest)
- Panasonic
- Church & Dwight Co. Inc.
- Den-Mat Holdings LLC
- Dr. Fresh LLC
- Xiaomi
Recent Development
- In 2023, Boots, a popular retailer, significantly reduced the price of the Oral-B Black Onyx iO8™ Electric Toothbrush with Limited Edition Travel Case. The original price was £450, but it is now available for just £155, allowing customers to save £295 on this high-quality electric toothbrush
- In 2022, Philips Sonicare's DiamondClean Smart electric toothbrush, introduced in 2022, is also creating waves. This toothbrush provides a selection of brush heads and modes for customized oral hygiene.
- In July 2023, Perform, a leading digitally native oral care brand in India, introduced the Aluminium Handle Electric Toothbrush. This innovative toothbrush is a game-changer in the world of oral hygiene, setting a new standard for sustainability and environmental consciousness. It is made up of 70% less plastic compared to other electric toothbrushes in the market.
- In 2022, Oclean introduced the Oclean X10 Smart Sonic Electric Toothbrush. Oclean X10 includes a smart display for visualizing tooth brushing results, auto-generated supplementary brushing reminders, a powerful 40,000 RPM motor for efficient cleaning, a long battery life of 60 days, and a noise level below 45dB for a super quiet brushing experience.
Report Scope
Report Features Description Market Value (2022) USD 4.0 Bn Forecast Revenue (2032) USD 8.5 Bn CAGR (2023-2032) 8.0% Base Year for Estimation 2022 Historic Period 2016-2022 Forecast Period 2023-2032 Report Coverage Revenue Forecast, Market Dynamics, COVID-19 Impact, Competitive Landscape, Recent Developments Segments Covered By Product Type (Battery Powered, Rechargeable), By Technology (Vibrational electric toothbrush, Rotation-oscillation electric toothbrush), By End-User (Male, Female, Adult, Kids), By distribution channel (Online, Offline) Regional Analysis North America - The US, Canada, Europe - Germany, France, The UK, Spain, Italy, Russia, Netherlands, Rest of Europe, Asia-Pacific - China, Japan, South Korea, India, New Zealand, Singapore, Thailand, Vietnam, Rest of Asia Pacific, Latin America - Brazil, Mexico, Rest of Latin America, Middle East & Africa - South Africa, Saudi Arabia, UAE, Rest of Middle East & Africa Competitive Landscape The Procter & Gamble Company, Colgate-Palmolive Company, Panasonic Corporation, Koninklijke Philips N.V., Shenzhen Risun Technology Co. Ltd., Mouth Watchers, Conair Corporation, Quip, Inc., Water Pik Inc., Kolibree SAS Customization Scope Customization for segments, region/country-level will be provided. Moreover, additional customization can be done based on the requirements. Purchase Options We have three licenses to opt for: Single User License, Multi-User License (Up to 5 Users), Corporate Use License (Unlimited User and Printable PDF) -
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- The Procter & Gamble Company
- Colgate-Palmolive Company
- Panasonic Corporation
- Koninklijke Philips N.V.
- Shenzhen Risun Technology Co. Ltd.
- Mouth Watchers
- Conair Corporation
- Quip, Inc.
- Water Pik Inc.
- Kolibree SAS