Manual Toothbrush Market

Market Overview

The global manual toothbrush market size was valued at USD 5,700.32 million in 2022. It is estimated to reach USD 10,130.42 million by 2031, growing at a CAGR of 6.6% over the forecast period (2023–2031). Government and private organizations are implementing a growing number of initiatives and campaigns to raise awareness among individuals. This is anticipated to stimulate product demand.

Dental hygiene is widely recognized as a crucial component of overall human health, which has led to toothbrushes occupying a prominent place in the market for oral care products. Some of the common dental conditions prevalent among large populations are tooth decay, bad breath, oral cancer, tooth erosion, tooth sensitivity, and periodontal disease. Preventing these conditions with the help of the right toothbrush and appropriate brushing technique is essential. A toothbrush is a frequently utilized oral hygiene tool that aids in removing oral debris and maintaining a germ-free mouth.

The increasing consciousness regarding oral care and hygiene among individuals primarily drives the demand for such products. In the present era, companies primarily prioritize the production of toothbrushes with diverse shapes and bristle sizes to meet the varied requirements of consumers for brushing their teeth. Oral hygiene products integrated with audio technology are becoming increasingly popular among children, as they can enhance their toothbrushing experience with the inclusion of musical systems.

Market Dynamics

Global Manual Toothbrush Market Drivers:

Growing E-Commerce Retail Market and Rising Consumer Spending

E-commerce retail channels play an important role in distributing manual toothbrushes, as a substantial portion of market revenue is generated via this channel. Online sales channels make it simple for consumers to peruse millions of products in a single location without physically visiting stores. In the coming years, e-commerce retail sales are anticipated to experience substantial growth due to rising consumer expenditure, a growing population, and expanding Internet access, particularly in developing nations. The introduction of mobile purchasing applications and the availability of convenient and secure payment gateways also contribute to the growth of the online retail industry.

Furthermore, personal hygiene-focused blogs and social media platforms such as YouTube and Instagram significantly impact the popularity of manual toothbrushes. Leading manual toothbrush manufacturers are putting an emphasis on social media branding to enhance their customer base, and they are excited about the opportunities in this space. For instance, Darlie is a popular brand in Vietnam that offers various oral care products, including toothpaste, mouthwashes, teeth whitening pastes, and toothbrushes for boults and children, under the brand umbrella of Colgate-Palmolive. The company has promoted these products and more on various social media platforms, including YouTube.

Rising Demand for Oral Care Products Among Consumers

In recent years, the market for oral hygiene-related personal care products has exploded, which can be attributed to a greater understanding of their health benefits in preventing the global spread of numerous diseases. Regular brushing helps keep the mouth clean and healthy, removes plaque, and improves one's breath and sense of taste. The ability of manual toothbrushes to effectively clean teeth, gums, and tongue has drawn attention from consumers worldwide. These products can be used to meet the needs of people of different ages because they come in various designs, sizes, and structures.

According to the CDC, over 52% of children aged between 6 and 8 have a cavity in their primary teeth in the U.S. Moreover, children from low-income families are twice as likely as children from high-income households to have untreated cavities. In the nation, 90% of individuals 20 or older have had dental work done. The majority of dental professionals advise developing the daily practice of thorough and punctual brushing to prevent oral health issues. Moreover, government and private organizations are introducing increasing initiatives and campaigns to create awareness among people. This is also expected to drive product demand.

Global Manual Toothbrush Market Restraint:

Increasing Preference for Electric Toothbrushes

Electric toothbrushes are increasingly popular as they clean teeth and gums more effectively than manual variants. According to the Oral Health Foundation, an independent oral health organization, electric toothbrushes, especially those with oscillating heads that rotate in both directions, are more effective at removing plaque. Similarly, according to the Journal of Clinical Periodontology findings, electric toothbrushes resulted in 22% less gum recession and 18% less tooth decay over 11 years. Many of these toothbrushes come with built-in timers to help individuals brush their teeth long enough to remove plaque from teeth and gums sufficiently.

Other factors like ease of use, innovative design and features, and automatic bristle movement have attracted people to try these products. Moreover, established manual toothbrush brands like Oral-B have been offering electric toothbrushes, automatically encouraging brand-conscious consumers to opt for this product. The application and sale of electric toothbrushes across the globe are still in a nascent stage due to the high cost. However, a rise in the percentage of the aspiring middle-class population, increasing disposable income, and a surge in healthcare spending are anticipated to propel the sales of this product, which could significantly threaten the demand for manual toothbrushes.

Global Manual Toothbrush Market Opportunities:

Environmental Impact Associated with the Production and Consumption of Plastics or Plastic Variants

The manual toothbrush market will likely offer lucrative business opportunities for manufacturers in the sustainable space. In light of the growing concern for the environment caused by plastics and their derivatives, there will likely be a surge in demand for sustainable and biodegradable toothbrushes and other oral care products, especially in Asian markets, during the next few years.

Many plastic toothbrushes are thrown in the trash yearly, ending in the sea and landfills. Biodegradable products such as bamboo are the perfect alternatives to plastic toothbrushes. These are completely biodegradable once the bristles are removed after usage. Toothbrush handles made from recycled plastic are also on the rise. Many companies are trying to keep plastic out of landfills and prefer BPA-free plastic to manufacture toothbrushes.

Regional Analysis

Asia-Pacific Dominates the Global Market

Region-wise, the global manual toothbrush market is segmented into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa. 

Asia-Pacific is the most significant global manual toothbrush market shareholder and is estimated to exhibit a CAGR of 7.4% during the forecast period. In Asia-Pacific, several factors influence the adoption of manual toothbrushes. According to a paper that appeared in the Journal of the Indian Association of Public Health Dentistry, a survey was carried out in December 2017 among 1,000 individuals who visited business malls, department stores, and cooperative society stores in Chennai, India and were at least 18 years old. The survey revealed that participants with higher education, professional employment, and a higher income had higher odds of selecting a conventional-designed manual toothbrush.

They were also selective about various aspects of a manual toothbrush, such as the head, bristle, handle, price, color, bristle texture, innovativeness, packaging, and brand awareness. Therefore, companies operating in the market must channel their efforts toward meeting consumer requirements to retain their consumer bases. The region's manual toothbrush market is anticipated to experience significant growth, driven by the introduction of innovative products.

Segmental Analysis

The global manual toothbrush market has been segmented based on type, end-user, and distribution channel.

Based on type, the global manual toothbrush market has been further segmented into ultra-soft, medium-soft, and hard.

The medium-soft segment dominates the global market and is expected to exhibit a CAGR of 7.11% during the forecast period. The key reason behind the high demand for medium-soft toothbrushes is that doctors prescribe these toothbrushes based on the needs of their patients. The ability of each individual to brush can be a decisive element in the prescription of an appropriate toothbrush. For example, people with poor oral hygiene are prescribed to use toothbrushes with medium bristles as ultra-soft or even soft toothbrushes will not adequately improve plaque management in such individuals.

Brushes with multi-level bristles, such as those offered by Oral-B, are designed to clean hard-to-reach areas. The toothbrush's bristles have sufficient flexibility, allowing for effective and sensitive gum massaging while balancing gum protection and thorough cleaning. Most dentists advocate using medium-soft toothbrushes regularly with proper brushing techniques to promote dental hygiene.

Based on end-users, the global manual toothbrush market has been further segmented into individual (adults, children) dental clinics/offices.

The individual segment owns the highest market share and is estimated to exhibit a CAGR of 6.7% during the forecast period. Most adults brush their teeth twice daily to preserve dental health and avoid issues with oral health. This has a significant role in the growth of the segment. The majority of people have dental issues like early tooth decay and periodontal pockets. The American Dental Association (ADA) states that brushing with a suitable rotating technique at least twice daily can prevent most dental disorders.

Moreover, as people become more conscious of the value of maintaining proper oral hygiene, product demand is anticipated to rise over the forecast period. Parents tend to focus on instilling proper oral hygiene habits in their children from a young age. Regular brushing and flossing are among these habits, which can help establish the basis for good oral health care throughout their life and prevent dental problems like cavities, gum disease, and tooth decay. Such approaches are beneficial to the manual toothbrush market.

Based on distribution channels, the global manual toothbrush market has been further segmented offline and online.

The offline segment dominates the global market and is expected to exhibit a CAGR of 6.6% during the forecast period. The selection of a toothbrush is influenced by price, personal preference, and professional recommendation. People's growing awareness of the importance of ergonomically sound toothbrush design is evident in the variety of modern models available, each with its distinctive handle, head, and filament. Most neighborhood stores sell these products because they are utilized daily. Such stores offer a variety of options to their customers, including easy access to manual toothbrushes. Many customers prefer these channels because these and other products can be found at these retailers at discounted prices.

Furthermore, many customers read internet reviews about it before purchasing a product from an offline store. Many shoppers believe looking for product ratings is the greatest way to purchase a high-quality product. Positive reviews on online platforms indicate that a product is satisfactory and is usually preferred by most people. In particular, the product rating has a big effect on first-time customers.

Recent Developments

• April 2023- GSK plc and BELLUS Health Inc. announced that they have entered into an agreement under which GSK will acquire BELLUS, a Canada-based, late-stage biopharmaceutical company working to better the lives of patients suffering from chronic refractory cough (RCC) for US$14.75 per share of common stock in cash representing an approximate total equity value of US$2.0 billion (£1.6 billion). 
• January 2023 - Colgate-Palmolive was included on the Dow Jones Sustainability Indices for the sixth year and on the CDP's Climate Change and Water Security A Lists for the third year. These achievements recognize Colgate's ongoing commitment to sustainability leadership, sustainable business practices, and transparency about its sustainability efforts.