Electric Toothbrush Market

Electric Toothbrush Market Overview:

The Global Electric Toothbrush Market Recorded A Value Of USD 4.29 Billion In 2023 And Is Projected To Reach USD 9.48 Billion By 2032, Exhibiting A Compound Annual Growth Rate (CAGR) Of Approximately 9.2% During The Forecast Period From 2023 To 2032.

An electric toothbrush, commonly known as a “power toothbrush,” is a device that employs rapid and automated bristle movements to clean teeth, the tongue, and gums effectively. These toothbrushes are adept at plaque removal and reducing the impact of gingivitis, typically employing rotating and side-to-side head motions. The global population’s increasing emphasis on oral hygiene and health is a significant driver behind the growing adoption of electric toothbrushes. These devices help in preventing dental decay, maintaining healthy gums, and promoting strong teeth. The aggressive advertising spending by major companies is expected to drive higher consumer adoption rates. Leading industry players are also taking initiatives to raise public awareness about the importance of dental care. Additionally, organizations like the American Association of Orthodontists (AAO) are launching campaigns to increase awareness about proper dental hygiene, further contributing to market growth.

The current emphasis on oral hygiene has boosted market revenues significantly. While awareness regarding the advantages and disadvantages of electric toothbrushes is limited, people are increasingly turning to these convenient devices for a healthier lifestyle with minimal effort. Electric toothbrushes are highly comfortable, even for individuals with misaligned teeth. The bristles of these brushes reach all corners of the oral cavity, ensuring thorough cleaning and optimal results. Moreover, the bristles used in electric toothbrushes are more durable than those in traditional brushes. The convenient charging options provided with electric toothbrushes have also driven market growth substantially.

Key Takeaways:

• The North American electric toothbrush market was valued at USD 3150 million in 2022.
• The sonic electric toothbrush segment, based on head movement, is expected to reach USD 3,540 million from 2023 to 2032.
• The European electric toothbrush market was valued at USD 2,045 million in 2022 and is expected to reach USD 2,374 million by 2032.
• Europe contributed the highest market share, accounting for over 40% in 2022.
• The Asia-Pacific region is projected to achieve a CAGR of 10.7% from 2023 to 2032.
• The soft bristles segment is expected to experience a CAGR of 8.2% from 2023 to 2032.
• The sonic/side-to-side segment is anticipated to achieve a CAGR of 9.4% from 2023 to 2032.

COVID-19 Impact:

The COVID-19 pandemic had a profound and unprecedented global impact, causing electric toothbrush sales to decline in every region. To reduce the need for routine shopping trips, the pandemic prompted consumers to focus more on essential items like electric toothbrushes. The availability of top-notch services in the e-commerce sector in numerous countries worldwide significantly influenced the surge in demand. COVID-19 also led to a shift in consumer preferences toward online shopping platforms over traditional distribution channels for electric toothbrush purchases. Additionally, the pandemic heightened individuals’ awareness of hygiene and health, positively affecting the demand for electric toothbrushes. However, the market faced challenges due to factory closures and disruptions in the supply chain caused by extended lockdowns.

Market Drivers:

The market has experienced significant growth, driven in part by the convenient charging options available with electric toothbrushes. Poor dietary habits among today’s youth have led to an increase in dental ailments, boosting sales of advanced oral care equipment. Government support and expanding facilities have led to numerous innovations aimed at improving people’s lives and reducing unemployment rates. Major market players have prioritized oral hygiene and invested in research and development to provide more effective solutions.

Market Restraints:

Public awareness of cutting-edge technology used in oral healthcare has hindered market demand and sales of electric toothbrushes. Electric toothbrushes are generally more expensive than traditional ones, primarily due to the electric circuits they contain. Maintaining an electric toothbrush can also be challenging, involving additional costs for batteries and electricity after the initial purchase. Replacement services included with electric toothbrush purchases may require additional persuasion.

Electric Toothbrush Market Segmentation:

The global electric toothbrush market can be segmented based on bristle type, head movement, and end-use industry.

Bristle Type Insights:

• In terms of bristle type, the market is predominantly led by soft bristles, driven by their high demand due to the increasing prevalence of tooth sensitivity cases. Soft bristles offer numerous advantages over other types, making them the preferred choice among consumers. The growing demand for soft bristles has significantly propelled market growth. Additionally, the rising trend of cosmetic dental procedures has contributed to the increased demand for soft bristles. People opt for dental realignment to enhance their facial structure, leading to a surge in demand for soft bristles after the required procedures.

  The nanometer segment represents the next fastest-growing bristle type, providing thorough teeth cleaning by reaching extreme corners that are practically impossible to access with traditional toothbrushes. Increasing awareness about dental hygiene has further boosted this market segment.

Head Movement Insights:

• Regarding head movement, the rotation or oscillation type of the head has dominated the segment due to its ability to provide maximum movement within the individual’s oral cavity. This technology compensates for the limited wrist movement, enabling the most effective cleaning process. It offers superior cleaning and facilitates the effortless removal of stains.

  The sonic or side-by-side type of head is the fastest-growing segment, primarily because of its enhanced capability to remove tartar and stains. It is experiencing significant growth thanks to ongoing research and development efforts in this sector. The side movement contributes to an improved cleaning process, particularly between teeth.

End User Insights:

• In terms of end users, children constitute the largest segment in this market, primarily due to significant investments made by parents in providing the best possible oral care facilities to their children, aiming to prevent dental issues associated with contemporary dietary habits. The ample disposable income among individuals enables them to purchase advanced technologies for their children, ensuring top-notch oral care. The increasing prevalence of dental disorders among children has driven demand for electric toothbrushes.

  Furthermore, the use of electric toothbrushes has reduced the likelihood of dental injuries. The adult segment has also shown substantial growth, driven by increasing awareness of oral hygiene. The growing popularity of cosmetic surgeries aimed at enhancing aesthetic appearance has boosted the demand for advanced oral hygiene technologies. High disposable income levels among adults further contribute to the growth of this segment.

Regional Landscape:

• North America dominated the global electric toothbrush market in 2022. This was primarily due to the increasing propensity of consumers to purchase electric appliances and goods. Furthermore, the market is expanding due to the strong presence of existing businesses in the region. Manufacturers are also actively engaged in establishing various promotional and advertising strategies, further driving the market in North America. Additionally, manufacturers are encouraged to invest in research and development to create technologically advanced products in response to the rising demand for oral care products. The longevity and durability of electric toothbrushes, thanks to their rechargeable nature, contribute to market growth. The market landscape is evolving due to the increasing market share of electric toothbrush startups in the region.

Competitive Landscape:

Key competitors in the global electric toothbrush market include:

1. Colgate Palmolive Company
2. Panasonic Corporation
3. FOREO
4. Koninklijke Philips N.V.
5. Procter and Gamble Co.
6. Water Pik, Inc.
7. Mornwell
8. Shenzhen Risun Technology Co. Ltd.
9. SONIC Chic
10. JSB Healthcare

Recent Developments:

• In March 2022, Procter & Gamble’s Oral-B brand introduced the latest version of its technologically advanced toothbrush, the “Oral-B iO10” with iOSense. The company also made the Oral-B iO portfolio more affordable for consumers with the launch of other versions called iO4 and iO5, which will be sold for less than USD 100.

Global Electric Toothbrush Market is segmented as follows:

Electric Toothbrush Market by Bristle Type Outlook (Revenue, USD Million, 2017 – 2030)

1. Soft
2. Nanometer

Electric Toothbrush Market by Head Movement Outlook (Revenue, USD Million, 2017 – 2030)

1. Rotation/Oscillation
2. Sonic/Side-by-side

Electric Toothbrush Market by End User Outlook (Revenue, USD Million, 2017 – 2030)

1. Children
2. Adult

Electric Toothbrush Market by Region Outlook (Revenue, USD Million, 2017 – 2030)

1. North America
   • The U.S.
   • Canada
   • Mexico
2. Europe
   • France
   • The UK
   • Spain
   • Germany
   • Italy
   • Rest of Europe
3. Asia Pacific
   • China
   • Japan
   • India
   • New Zealand
   • Australia
   • South Korea
   • Southeast Asia
   • Rest of Southeast Asia
4. The Middle East & Africa
   • Saudi Arabia
   • UAE
   • Egypt
   • Kuwait
   • South Africa
   • Rest of the Middle East & Africa
5. Latin America
   • Brazil
   • Argentina
   • Rest of Latin America