Electric Toothbrush Market

Market Overview

The global electric toothbrush market size was valued at USD 6.9 billion in 2023 and is projected to reach USD 55.9 billion by 2032, registering a CAGR of 26.1% during the forecast period (2024-2032). The growth of the electric toothbrush market is driven by widespread awareness of oral hygiene and the incorporation of new technologies. 

An electric toothbrush is a dental care equipment that uses electricity to automate the movement of the brush head, making it a more efficient and effective way to clean teeth and gums than a manual toothbrush. Increasing awareness about oral hygiene has been a significant driver of the electric toothbrush business. Furthermore, rising disposable incomes in emerging countries have accelerated the uptake of electric toothbrushes. 

However, the expensive price of these brushes is a critical commercial limitation. The cost of replacing an electric toothbrush's head limits its adoption. The head has bristles that must be replaced every three to six months, which is pricey. On the contrary, rising awareness of dental hygiene among the young generation and ongoing technological breakthroughs in electric toothbrushes, such as the development of linked electric toothbrushes, are expected to give profitable chances for the electric toothbrush market to grow. 

Highlights

• Kids account for the largest share of the market by user.
• Supermarkets/hypermarkets dominate the market through distribution channels.
• Rechargeable toothbrushes influenced the market by type.

Market Dynamics

Global Electric Toothbrush Market Drivers:

Increasing Awareness of Oral Hygiene

The growing awareness of oral hygiene and its importance in overall health has been a significant driver of the worldwide electric toothbrush industry. This awareness is driven by several causes, including health education initiatives, better access to dental care information, and a rising realization of the link between oral health and systemic health problems. Every year on March 20th, the world celebrates World Oral Health Day (WOHD) to promote awareness about the importance of oral health. WOHD's 2024 theme is "A happy mouth is a happy body." The day's goal is to lessen the burden of oral disorders, which can affect individuals, health systems, and economies. It also serves as a reminder to practice good oral hygiene and schedule frequent dentist visits. Campaigns like this stress the benefits of proper oral hygiene practices and advocate using effective instruments like electric toothbrushes.

According to Delta Dental's 2023 State of America's Oral Health and Wellness Report, 92% of US adults regard oral health as very or extremely vital to their overall health. This has been a continuous trend, with 92% of adults believing it in 2022. This increased knowledge fuels the demand for improved oral care items like electric toothbrushes.

Furthermore, a recent CDC survey found that 47.2% of adults in the United States aged 30 and up have some periodontal disease (commonly known as gum disease). This is around 65 million adults. 79% of persons aged 65 and up have periodontal disease.  Awareness of such high incidence rates promotes the adoption of more effective dental care techniques for preventing and managing these disorders. As a result, raising awareness of oral hygiene is an essential driver for the electric toothbrush market. Health education programs, supporting data, and public health initiatives have helped raise awareness of the need to maintain good dental health. 

Global Electric Toothbrush Market Restraints:

High Cost

The high initial cost of electric toothbrushes can hinder adoption, particularly in areas with lower average earnings. Electric toothbrushes can cost anywhere from USD 20 to USD 250, depending on their quality and features. Rechargeable toothbrushes with a battery life of a few days to weeks can be as low as USD 20, and high-end "smart" toothbrushes that connect to a phone app can cost more than USD 250. 

Additionally, electric toothbrushes are frequently more expensive than manual toothbrushes because they have advanced features such as numerous brushing modes, pressure sensors, and smart networking. For example, the Philips Sonicare DiamondClean Smart Electric Toothbrush costs roughly USD 209, yet a basic manual toothbrush might cost less than USD 5. Electric toothbrush users should replace their brush heads regularly to ensure optimal cleaning efficacy and cleanliness. 

Furthermore, replacement heads for electric toothbrushes can cost around USD 5, with some brands charging more. For example, a pack of three Oral-B replacement heads costs USD 31.29, three Sonicare replacement heads cost USD 36.99, and five generic brand replacement heads cost USD 31.49. The ongoing cost of acquiring replacement heads may encourage some consumers to invest in electric toothbrushes. The high initial and ongoing expenses of electric toothbrushes can be substantial hurdles to the adoption of some consumers. While premium models provide advanced features and higher cleaning performance, many homes prioritize price. Manufacturers are reacting to consumer demand for more affordable solutions by pushing market innovation and increasing access to electric toothbrushes across various demographics. 

Global Electric Toothbrush Market Opportunity:

Technological Innovation

Incorporating artificial intelligence (AI) technology into electric toothbrushes allows for individualized brushing routines and real-time feedback based on individual brushing patterns. Electric toothbrushes can be linked to smartphones and smart home devices, allowing users to monitor their brushing habits, set goals, and receive reminders for better dental hygiene. For example, Oral-B, a Procter & Gamble-owned dental care product business, has developed an electric toothbrush that uses artificial intelligence (AI) to track how people brush their teeth and provide individualized oral health advice. The Artificial Intelligence Brush Genius X integrates with Oral-B apps such as the Funzone and Disney Magic-Timer to help children develop better brushing habits. The Genius X toothbrush's AI has been educated with thousands of brushing patterns to recognize each user's unique style in real-time. People clean their teeth for 30-60 seconds, less than the recommended two minutes. 

Furthermore, smart electric toothbrushes are becoming increasingly popular due to their capacity to deliver personalized brushing routines, track oral health indicators, and link with other smart devices for a more connected oral care experience. For example, the Sonic Electric Toothbrush SB300 has five brushing modes: Clean, Soft, Whitening, Polish, and Massage, each with three strength levels: Low, Medium, and High. It provides ultimate convenience with rechargeable batteries and a 90-day charging cycle. The sonic speed of 36,000 strokes per minute helps to remove all germs and bacteria from the mouth.

Moreover, consumers are increasingly seeking items that provide personalized experiences, connection, and environmental sustainability. Manufacturers may match consumer wants, differentiate their offers, and capitalize on the growing electric toothbrush industry by exploiting these trends and investing in new product development.

Regional Analysis

North America Dominates the Global Market

The global electric toothbrush market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

North America is the most significant global electric toothbrush market shareholder and is estimated to grow at a CAGR of 26.0% over the forecast period. North America dominated the worldwide electric toothbrush market due to increasing awareness and acceptance of oral care products. The presence of leading market players such as Procter & Gamble Co., Colgate-Palmolive Company, and Koninklijke Philips N.V. has also helped to drive market expansion. Furthermore, the region's aging population and increasing frequency of oral disorders will likely drive up demand for electric toothbrushes.

Furthermore, according to the NCBI, 32.6% of adults with sleep disorders in the United States in 2023 had difficulties sleeping owing to dental health issues. 21% of people with sleep disorders reported feeling ashamed or harmful about their oral health, compared to 12% of those without sleep difficulties. According to an American Dental Association survey, approximately 47.2% of persons aged 30 and up have some periodontal disease in the United States, indicating a significant opportunity for the electric toothbrush market.

Europe is anticipated to exhibit a CAGR of 25.8% over the forecast period. Europe has seen an increase in the prevalence of oral and dental issues as the elderly population has grown, which is expected to fuel market expansion throughout the study period. According to the World Health Organization, human papillomavirus infections are causing an increasing number of mouth malignancies in young people in Europe. Dental disorders and tooth loss have a substantial impact on both children's and adults' self-esteem, eating capacity, nutrition, and health. Extensive tooth loss in the elderly may limit the consumption of nutritious foods, affect nutrition, and increase the risk of chronic diseases. 

Additionally, according to Statista, insufficient tooth whiteness or enamel darkening was the most common dental ailment in Russia in February 2021, cited by 28% of respondents. Additionally, 21% of respondents suffer from dental deposits (tartar). Such factors encourage consumers to prioritize their oral health and hygiene, and manufacturers are continuing to develop new solutions that address consumer dental needs in terms of cleaning and whitening, resulting in market growth in the region. As a result, these factors are projected to fuel regional market growth. 

The Asia-Pacific area is expected to be the fastest-growing electric toothbrushes market due to rising disposable income and changing lifestyles in countries such as China, Japan, and India. According to a World Economic Forum analysis, APAC's middle class is predicted to grow to 3.15 billion by 2023, creating a substantial market opportunity for electric toothbrush makers.

In addition, rising consumer disposable income, particularly in developing economies such as China and India, combined with manufacturers' focus on developing innovative products such as smart electric toothbrushes with enhanced benefits, are expected to drive market growth in the coming years. Furthermore, the region's high frequency of oral disorders is expected to boost demand for electric toothbrushes. Expanding e-commerce in the area has also made it easier for customers to acquire and purchase electric toothbrushes, driving market development.

Segmental Analysis

The global electric toothbrush market is segmented based on user, distribution channel, and type.

The market is further segmented by users into kids and adults.

The kids section of the electric toothbrush market targets children aged 3 to 12. These electric toothbrushes are built explicitly with features that cater to the needs and preferences of younger users. They frequently come in bright colors and entertaining designs and may include popular cartoon characters to make brushing more enjoyable for children. For example, The brush has a vibration level appropriate for children, an ergonomic handle for little hands, and a two-minute timer on the app. The brush connects to an app with games that teach kids where and how to brush. The software rewards good brushing with additional levels and game experiences. The app's dashboard allows parents to watch their child's progress.

Furthermore, kids' electric toothbrushes usually have smaller brush heads and softer bristles to accommodate smaller mouths and sensitive gums. Some versions may contain built-in timers, music, or interactive apps to promote good brushing habits and make the process enjoyable for children. Manufacturers frequently prioritize durability and safety elements to guarantee that these toothbrushes can survive the rigors of child use while also providing parents with peace of mind.

The adult sector of the electric toothbrush market includes those aged 18 and over who want sophisticated oral care solutions. Adult electric toothbrushes are available in various styles, from simple models with fundamental functionality to luxury alternatives with advanced technology and customized settings. These toothbrushes often have multiple brushing modes, such as daily clean, sensitive, gum care, whitening, and deep clean, allowing users to tailor their brushing experience to their specific dental health needs. 

By Distribution Channel, the market can be further bifurcated into Supermarkets/Hypermarkets, Pharmacy/Drug Stores, and Online Retail Stores.

Supermarkets and specialty stores dominate the market. Electric toothbrushes are widely available in supermarkets and hypermarkets, making them accessible during average grocery shopping visits. These retail locations provide many brands and models, allowing buyers to evaluate features and costs before purchasing. Supermarkets and hypermarkets frequently stock basic and mid-range electric toothbrushes, catering to a varied client base. Manufacturers can employ prominent shelf placement and eye-catching displays to capture consumers' attention and sell their products. Furthermore, periodic discounts and promotional offers at these establishments can encourage impulse purchases and increase sales of electric toothbrushes.

Online retail stores constitute the fastest-growing section of the electric toothbrush market. Online retailers provide clients with a broader selection of options and lower pricing, which has led to their appeal. Furthermore, internet businesses allow buyers to easily compare pricing and features across different brands, which can lead to more informed purchasing decisions. 

In addition, to assist customers in weighing their alternatives, online shops frequently give thorough product descriptions, user ratings, and customer reviews. Furthermore, many online retailers provide unique deals, discounts, and bundle packages on electric toothbrushes, making them an appealing option for budget-conscious shoppers. The simplicity of doorstep delivery and multiple payment choices increase the attractiveness of buying electric toothbrushes online.

Based on type, the market is fragmented into rechargeable and battery-powered.

Rechargeable electric toothbrushes dominated the market due to their ease of use and long battery life. These toothbrushes are often more expensive than battery-operated toothbrushes, but their long-term cost savings and improved performance make them a popular choice among many consumers. Furthermore, rechargeable toothbrushes frequently include innovative features like numerous brushing modes and pressure sensors, increasing their attractiveness to consumers.

In addition to that, they frequently contain several brushing modes, pressure sensors, timers, and smart connectivity features to enable tailored oral care regimens. Rechargeable electric toothbrushes are popular among people looking for long-term value and high-performance oral care products. They are available at various price points, ranging from low-cost alternatives with basic functionality to high-end models with advanced technology and luxury materials. 

Battery-powered electric toothbrushes are gaining favor as a less expensive alternative. These toothbrushes use disposable batteries, which can be replaced when they run out of power. Battery-operated toothbrushes are ideal for regular travelers because they are more portable than rechargeable toothbrushes. Battery-powered electric toothbrushes are suitable for users who value convenience and affordability and those who do not have access to traditional charging stations. They come in various forms and pricing points, making them accessible to diverse users with varying preferences and financial constraints.

Recent Developments

• February 2024-Y-Brush launched the DuoBrush, the world's first sonic toothbrush with 10-second simultaneous brushing technology and a standard brush head.
• January 2024- Laifen, a pioneer in personal care appliances, debuted its groundbreaking Laifen Wave Electric Toothbrush at CES 2024. The Wave has a handle made of strong materials like aluminum, stainless steel, and ABS plastic.