Electric Toothbrush Market: Current Analysis and Forecast (2023-2030)

Electric toothbrushes are dental devices designed to help with oral hygiene. They use an oscillating, rotating, or vibrating mechanism in the brush head to clean teeth more effectively than manual toothbrushes. Many models have various features like brushing modes, timers, and pressure sensors. When used correctly and regularly, these brushes can help remove plaque, reduce gingivitis, and improve overall oral health. The electric toothbrush market is growing tremendously due to the rising cases of oral diseases. For instance, the WHO Global Oral Health Status Report (2022) estimated that oral diseases affect close to 3.5 billion people worldwide, with 3 out of 4 people affected living in middle-income countries. Other factors such as the rising awareness of oral health, increased utilization of electric toothbrushes in day-to-day life due to their convenience, the growing popularity of social media platforms, and a rise in the urban population are driving factors for the market.

The Electric Toothbrush Market is expected to grow at a strong CAGR of 8.2% during the forecast period owing to the innovative product launches by companies. For instance, in January 2022, Procter & Gamble's brand Oral-B launched a new product Oral-B iO10 with iOSense, the newest iteration of its tech-driven toothbrush. Several other factors such as a surge in electric product adoption, an increased number of product launches, increased usage of electric toothbrushes, and company collaborations are also leading to the surge in the market.

Based on bristles, the market is bifurcated into soft bristles and nanometer bristles. The soft bristles segment held the highest share in the market in the year 2022 owing to its ability in plague prevention and tooth decay which is a driving factor for the segment. This kind of toothbrush is specially designed for people with sensitive teeth. Manufacturers are striving to improve the user experience of their products to make them more accessible. Hence, the soft bristles segment held a significant market share in the year 2022.

Based on technology, the market is bifurcated into rotational and vibrational. The rotational segment is expected to grow with the highest CAGR during the forecast period owing to its ability to clear plaque and minimize the risk of gingivitis. An increase in consumer spending and innovative product launches has further increased the demand for innovative products. Thus, the rotational segment is expected to gain prominence in the market in the forecast period.

Based on product type, the market is segmented into battery-operated, rechargeable, and replacement brush heads. The battery-operated segment held the highest share of the market in 2022. This can be attributed to its affordable price. Their battery can be instantly replaced, which makes it convenient for remote places that do not receive enough power supply. Thus, the battery-operated segment held dominance in the market in the year 2022.

Based on end-users, the market is bifurcated into children and adults. The children's segment is expected to grow with a high CAGR. The unique design and technology fascinate kids who are mostly ignorant of their oral health. Numerous attractive features of the brush are driving this segment's growth. For instance, according to a new randomized, controlled trial published in the International Journal of Paediatric Dentistry, oscillating-rotating (O-R) electric toothbrushes were significantly more effective than manual toothbrushes in reducing plaque and gingivitis in young children (ages 3-10). Thus, the children segment is expected to grow at a significant rate in the upcoming years.

For a better understanding of the market adoption of the electric toothbrush industry, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. North America dominated the market of electric toothbrushes in 2022. Several factors such as the availability of cutting-edge and innovative products, steady progress in wireless technology, rise in personal consumption expenditure, presence of qualified dentists, and loaded investment in product discovery are driving the market in the region. For instance, the Bureau of Economic Analysis reported that in August 2021, personal consumption expenditure in the U.S. had increased by 0.3%, or USD 42.2 billion. North America dominated the electric toothbrush market among regions in the year 2022.

Some of the major players operating in the market include: Colgate-Palmolive Company, The Procter & Gamble Company, Koninklijke Philips N.V., Xiaomi, Ionsei USA, Panasonic Corporation, Water Pik, DenMat Holdings, Shenzhen Risun Technology, Foreo.