Home Consumer Products Water Flosser Market Growth, Demand, Forecast to 2031

Water Flosser Market

Water Flosser Market Size, Share & Trends Analysis Report By Product (Cordless, Countertop), By Applications (Dental Clinic, Hospital, Home Care) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Report Code: SRCP1182DR
Study Period 2019-2031 CAGR 5.79%
Historical Period 2019-2021 Forecast Period 2023-2031
Base Year 2022 Base Year Market Size USD 900 Million
Forecast Year 2031 Forecast Year Market Size USD 1493.64 Billion
Largest Market Europe Fastest Growing Market North America
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Market Overview

The global water flosser market was valued at USD 900 million in 2022. It is estimated to reach USD 1,493.64 billion by 2031, growing at a CAGR of 5.79% during the forecast period (2023–2031). The rising awareness about oral care and cases of oral health issues and the rapid expansion of medical tourism across countries stimulate market growth.

A water flosser can clean the spaces around and between one's teeth, gums, and periodontal area. A water flosser is a tool one holds in one's hand to clean these areas. It sprays water. A water flosser can clean the areas between and around teeth. The flosser can be used to clean dental implants, veneers, braces, crowns, and bridges that are either permanently cemented in place or removable. It also releases a constant stream of pulsating water. This is a result of the flosser's continual water output.

Flossers that can be used wirelessly, on counters, in showers, or on faucets, and are battery-operated are all examples of flossers. They can also be used in showers or on faucets and can be installed there. These can be broken down into individual elements, which include a handle, a pressure control system, a water reservoir, and water tips. These can all be separated from one another. The advantages of employing a water flosser for cleansing and massaging are significantly better than the manual flossing techniques used throughout history. As a result, gums become stronger and healthier than they otherwise would be. Water flossers work much better.

Market Dynamics

Market Drivers

Rising Awareness About Oral Care and Cases of Oral Health Issues

The growing awareness among the general public regarding the need for oral health care, in conjunction with demographic shifts such as an aging and more diverse population, leads to an increasing emphasis on oral hygiene, which, in turn, drives the demand for water flossers. Raising awareness about the need for good oral hygiene is aided by increasing the successful prevention and treatment measures undertaken by communities and government groups.

For instance, in the United States, fluoridation of municipal water supplies confers benefits on 7 out of 10 Americans who obtain their water supply from public water systems. Community water fluoridation helps control the amount of fluoride added to public water supply systems to reduce the risk of dental caries and prevent tooth decay. As a direct result of these endeavors, consumers now regard oral health as a fundamental aspect of general health.

Rapid Expansion of Medical Tourism Across Countries

The rapidly developing market for medical tourism around the globe will benefit the expansion of the industry. The practice of traveling to receive medical, dental, or surgical care is what is known as "medical tourism." The phrase "medical tourism" came into being due to the increasing number of people from the United States who travel to other countries in search of more affordable medical treatment. The expanding market for medical tourism allows consumers to seek dental care at more reasonable prices, paving the way for greater water flosser usage to improve oral hygiene.

In addition, 63 medical tourism organizations were operating in the United States. With these businesses, the overall cost of hospitalization, physician fees, and travel and lodging expenses for both the patient and their spouse are much lower than the cost of the surgery in the United States. Consequently, the rise in popularity of medical tourism broadens the spectrum of dental treatment, which drives demand for oral care items such as water flossers.

Market Restraint

Higher Cost of the Product

The adoption of this product is anticipated to be constrained by its higher price compared to traditional floss or toothbrushes. On average, flossers have 3 or 4 distinct pressure settings, but some have up to 10 or more. A water flosser typically ranges from $40 to $80. The cost of water flossers can also go up to USD 200, depending on the specifications and settings of the item as well as the brand's popularity. To get rid of bacteria and food particles, the American Dental Association (ADA) suggests using fluoride toothpaste for two minutes twice a day and flossing at least once a day.

Dental floss's lower cost makes it an excellent and economical way to maintain oral hygiene. For instance, Oral-B Glide Pro-Health Comfort Plus Dental Floss is sold in two packs on Amazon for USD 5.69. This scenario is anticipated to boost the use of affordable oral care products, which will likely make the uptake of water flossers more difficult.

Market Opportunities

Expanding Market for Online Shopping

The number of businesses that sell water flossers that use the Internet as their principal distribution channel has increased significantly over the past few years, contributing to the e-commerce market's growth. Online stores often sell a wider variety of merchandise than their brick-and-mortar counterparts. As a result, the e-commerce industry is serving as a driving force behind the expansion of the global market for water flossers. There has been widespread recognition of the significance of using dental floss in preventing gum disease and mouth infections in recent years.

There has been an increase in demand for technologically advanced devices such as smart water and jet flossers, just two examples. These flossers have a mode that reduces the noise they make and massage the gums. In recent years, there has been consistent growth in the market for water flossers that are marketed online. This growth can be attributed to the growing popularity among customers of portable, rechargeable flossers. As a direct consequence of this, it is anticipated that the market on a global scale will expand.

Regional Analysis

North America Dominates the Global Market

Based on region, the global water flosser market is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

North America is the most significant global water flosser market shareholder and is estimated to exhibit a CAGR of 4.6% over the forecast period. In Canada, 43.0% of people floss their teeth at least once a day, according to the Canadian Community Health Survey. This demonstrates that a significant portion of the populace understands the value of flossing to maintain good dental hygiene, which is helpful for the expansion of the global market in North America.

Contrarily, flossing is a relatively new idea in Mexico, where only a few people practice it because of the high expense of sophisticated tools. Due to a lack of financial resources, lost dental items were not being replaced regularly, according to a Wisconsin Economic Development Corporation study. Therefore, there is still a long way to go before this product becomes widely recognized as necessary in Mexico's water flosser market.

Europe is anticipated to exhibit a CAGR of 13.94% over the forecast period. In most European countries, flossing teeth is not a particularly common activity. On the other hand, over the recent past, an increasing number of people have been acquiring awareness about preserving oral health and cleanliness. This is anticipated to provide the market with several potential for expansion over the years. According to The Platform for Better Oral Health in Europe, dental caries remain a significant problem among people of all age categories in Eastern European nations.

In addition, the platform brings attention to the fact that periodontitis affects over half of the population in Europe. It has also been observed that there is a correlation between advancing age and problems with dental health. Because of this, the region has an enormous opportunity for the water flossers market due to its huge elderly population.

Asia-Pacific holds a significant market share. The World Health Organization (WHO) found that countries in the Asia-Pacific region have a high prevalence of dental caries in their populations. Between 70 and 95 percent of school-aged children have some form of dental decay. In addition, the region's general population has a significant amount of periodontal disease. Among persons aged 35 to 44, 45% of those affected by this disease are in that age range. People in this region had inadequate oral health knowledge, attitudes, and practices, as indicated by a study published in 2019 by Environmental Research and Public Health. This finding was highlighted in the study. In this part of the world, few people practice proper oral hygiene.

Furthermore, loosening trade regulations in most nations, including Vietnam, is another factor linked to increased dental disorders. As a result, there has been an increase in the consumption of fast-food products high in carbohydrates and beverages sweetened with sugar. These characteristics demonstrate that the market for water flossers in the region presents a significant possibility for expansion. It would be necessary for manufacturers to devise plans to raise people's knowledge of the significance of flossing regularly. It is also important for players in the region to lower the prices of these products to make them more accessible to people in emerging economies.

In Central and South America, the widespread availability of unhealthy fast food, such as burritos, burgers, sandwiches, hot dogs, fried chicken, arepas, potatoes, calzones, empanadas, pasta, pizzas, chorizos, and meat plates, is a key contributor to the widespread problem with oral hygiene in the region. A few other unhealthy options may be found at fast food restaurants.

In the Middle East and Africa, there has been a discernible rise in the prevalence of oral health-related disorders throughout the countries that make up the region. Two major contributors to the deteriorating condition are increased sugar consumption and the lack of proper understanding regarding oral health maintenance. This paves the way for an enormous business possibility for the product in the area.

Report Scope

Report Metric Details
By Product
  1. Cordless
  2. Countertop
By Applications
  1. Dental Clinic
  2. Hospital
  3. Home Care
Company Profiles Burst Oral Care Church and Dwight (Water Pik Inc.) Fly Cat Electrical Co. Ltd. (Nicefeel) Ginsey Home Solution JETPIK Corporation Koninklijke Philips N.V. Oral Care Technologies Inc. (Hydro Floss) Panasonic Corporation Procter and Gamble (Oral B) ToiletTree Products Inc.
Geographies Covered
North America U.S. Canada
Europe U.K. Germany France Spain Italy Russia Nordic Benelux Rest of Europe
APAC China Korea Japan India Australia Taiwan South East Asia Rest of Asia-Pacific
Middle East and Africa UAE Turkey Saudi Arabia South Africa Egypt Nigeria Rest of MEA
LATAM Brazil Mexico Argentina Chile Colombia Rest of LATAM
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
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Segmental Analysis

The global water flosser market is bifurcated into products and applications.

Based on the product, the global market is bifurcated into cordless and countertops. 

The cordless segment dominates the global market and is projected to exhibit a CAGR of 5.4% over the forecast period. Cordless water flossers dominated the market, propelled by rising consumer demand for practical and portable electronics. Clinical studies have shown that these products are 52% more effective at treating gingivitis and 93% more successful at reducing gum bleeding than string floss. Since there is such a great demand for these goods, more and more manufacturers are trying to get a piece of the cordless flosser market. Waterpik Cordless Advanced, Waterpik Cordless Plus, Panasonic Dental Water Flosser EW-DJ10-A, and Waterpik Cordless Freedom are some of the most highly regarded and frequently chosen cordless water flossers.

Due to their straightforward and user-friendly design for difficult-to-reach parts of the mouth, cordless water flossers have been in high demand. They are practical for both adults and children, thanks to their design. Some cordless water flossers have improved as air infusion technology has been incorporated, making them a great option for maintaining oral hygiene while traveling. Cordless water flossers make oral hygiene simple for anyone, regardless of whether they have braces, implants, crowns, bridges, or any other dental procedure, which furthers its uptake.

Based on application, the global market is bifurcated into dental clinics, hospitals, and home care. 

The dental clinic segment owns the highest market share and is predicted to exhibit a CAGR of 5.4% over the forecast period. The dental clinic was the largest application segment, accounting for more than 56% of the global market. The rising need for professional dental treatment due to increased oral disease instances is a major element influencing the category. United Health Foundation reports that 67.6% of Americans aged 18 and older visited a dentist or dental clinic.

Additionally, the segment will rise faster than expected due to the rising prevalence of diabetes, which raises the risk of periodontal diseases due to uncontrolled or inappropriate glucose levels. The persistence of periodontal disorders and the quickening pace of technical development in the dental care sector significantly boost the demand for water flossers. Even though it is still in its early stages, sales of water flossers are expected to increase significantly over the next few years.

Market Size By Product

Market Size By Product
  • Cordless
  • Countertop
  • Recent Developments

    • February 2022- Fly Cat Electrical Co., Ltd. (Nice feel) announced plans to launch a new water flosser and nasal irrigator brand, Water Breeze LLC., in the U.S. market. The products under the brand will be sold online and in-office via third-party distributors.
    • August 2021- Water Pik, Inc. introduced an upgraded version of the world's first flossing toothbrush, SONIC-FUSION 2.0. The user can brush and floss simultaneously with the touch of a button. Its first version was introduced in 2018. The new version provides features such as two brushing speeds for consumers to choose their desired setting and an advanced water pressure control system with ten settings.

    Key Players

    Water Flosser Market Share of Key Players

    Water Flosser Market Share of Key Players
    Burst Oral Care Church and Dwight (Water Pik Inc.) Fly Cat Electrical Co. Ltd. (Nicefeel) Ginsey Home Solution JETPIK Corporation Koninklijke Philips N.V. Oral Care Technologies Inc. (Hydro Floss) Panasonic Corporation Procter and Gamble (Oral B) ToiletTree Products Inc. Others

    Frequently Asked Questions (FAQs)

    What is the estimated growth rate (CAGR) of the global Water Flosser Market?
    The global Water Flosser Market size is growing at a CAGR of 5.79% from 2023 to 2031.
    North America has the largest share of the market.
    Rising awareness about oral care and cases of oral health issues, rapid expansion of medical tourism across countries are the key driver for the growth of the market.
    Expanding market for online shopping is one of the upcoming trend in the market.
    The key players in the global Market include Burst Oral Care, Church & Dwight (Water Pik, Inc.), Fly Cat Electrical Co., Ltd. (Nicefeel), Ginsey Home Solution, JETPIK Corporation, Koninklijke, Philips N.V., Oral Care Technologies, Inc. (Hydro Floss)

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