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Water Flosser Market: Information by Product (Countertop, Cordless), Application (Home Care, Dental Clinics, Hospitals), and Region — Forecast till 2029

Published At : 17 Dec, 2020
Updated At : 25 Jan, 2022
Market Snapshot
Base Year:
Study Period:
4.1 %
Fastest Growing Market:
Largest Market:

It is a well-known fact that oral health is an essential indicator of health and wellbeing. It comprises a range of conditions and diseases, such as dental caries, tooth loss, periodontal disease, and oral cancer, among others.  As per the World Health Organization’s Global Burden of Disease Study in 2017, it was estimated that around 3.5 billion people globally suffer from oral diseases. The majority of the oral conditions and diseases share modifiable risk factors that lead to non-communicable diseases, such as cardiovascular diseases, chronic respiratory disease, and cancers, among others. Growing awareness about the importance of having good oral health is prompting the growth of the water flosser market to prevent various gum diseases. Also, the need for convenient and effective flossing is driving consumers to switch from traditional manual floss towards water flossing.

Rising Oral Health Awareness among Consumers to Drive the Water Flosser Market

Customers are progressively getting aware of the health risks related to awful oral wellbeing. Using water flossers on a regular basis helps in mitigating plaque and food flotsam, and jetsam lodged between teeth and prevents decaying of teeth. There is a large consumer base for water flosser for people with braces, uneven teeth, gum disease, and dental implants, which is propelling the market growth.

Oral conditions cause significant health trouble in many countries. Most of these diseases have common risk factors, along with non-communicable diseases. According to reports of Global Burden of Disease 2017, untreated tooth decay that takes place in permanent teeth is the most common health condition. It is estimated that more than 530 million children suffer from dental caries of primary teeth. Furthermore, around 10% of the global population is affected by various periodontal diseases, which is likely to result in tooth loss. This is also prompting governments globally to raise awareness about dental health and increase budgetary allocation for healthcare. 

Water flossers have evolved in developed nations, such as North America and Europe, to a greater extent as compared to developing countries. Increasing awareness among the geriatric population in the developed nations is further promoting the growth of the market. As per the World Health Organization (WHO), it is estimated that the global population is growing at an annual rate of around 1.7%, and the population of people above 65 is increasing at around 2.5%. 

Celebrity Endorsement to foster Consumer Buying Behavior for water flossers

Celebrity endorsements are a well-established strategy used by businesses since the nineteenth century. They have the power to propel the growth of a product if they have a mass fan following. These days’ celebrities also endorse government flagship programs that are aimed to create a behavioral change. For instance, if a certain government wants to improve the personal hygiene of the population, they go for celebrity endorsement for their flagship scheme, which translates into nudging people to make the right choices.

An endorsement for oral hygiene is likely to create an upswing for the water flosser market. In India, Oracura is a leading dental healthcare products provider and one of the best sellers of water flossers in India. The company has been collaborating with celebrity influencers to target its products to the right audience.  Celebrity endorsement is a well-proven strategy to increase awareness of a product and is likely to increase the demand for water flosser in the coming years.

Regional Overview

Asia-Pacific to Be the Biggest Market for Water Flossers during the Forecast Period

Asia-Pacific is a diverse region comprising of 38 countries and home to around half of the global population. The region is home to the fastest-growing countries such as China, India, Malaysia, Thailand, and Indonesia. Health plays an important role in the economic development of any country and is key in achieving the Sustainable Development Goals 2030.

As per the Oral Health Inequalities & Health Systems in Asia-Pacific, it was estimated that the direct cost of oral treatment was around USD 298 billion globally, which amounts to around 4.7% of the global health expenditure.

Asia-Pacific is expected to be the biggest market in the years to come, owing to the increasing population, rising health awareness, increasing disposal income, and the easy availability of consumer goods. The rise in the geriatric population and tobacco consumption that results in dental and oral conditions will further propel the market growth.

Growing government expenditure on health to raise awareness about oral health will further propel market growth. For instance, the Ministry of Health and Family Welfare, Government of India, has envisaged a National Oral Health Program to enable an affordable, accessible oral healthcare system for optimal oral care for everyone. Water flossers are banded and advertised extensively as consumer appliances that should be used on a daily basis to avoid any oral and dental problems.

Asia-Pacific is one of the fastest-growing markets for Fast-moving consumer goods(FMCG). The personal care and household items account for around 50 percent of all the sales of FMCG products in India. Increasing consumer spending on personal care products is likely to create a fillip for the water flosser market.

The government has opened up the avenues for foreign direct investment (FDI)and has allowed for up to 10 percent investment by foreign players in single-brand retail and 51 percent in multi-brand retail. This will attract foreign players in the water floss market to increase their product penetration, coupled with proper marketing strategies. This will create a healthy environment for the water flosser market in the Asia-Pacific region.

However, the recent coronavirus pandemic has created a blip in the financial markets globally and disrupted the supply chain, and plummeted the growth of demand for consumer appliances, which is likely to hamper the market growth. The market will gain some momentum once the lockdown restrictions are relaxed and there is spending again on consumer appliances and visit a dental clinic, which has taken a hit due to the pandemic

Key Players

Water Flosser Market: Segmentation

By Product

  • Countertop
  • Cordless

By Application

  • Home Care
  • Dental clinics
  • Hospitals

By Region

North America

  • The U.S.
  • Canada
  • Mexico


  • Germany
  • France
  • Italy
  • The U.K.
  • Spain
  • Russia
  • Poland
  • The Rest of Europe


  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Vietnam
  • Indonesia
  • Malaysia
  • Singapore
  • The Rest of APAC

Central and South America and the Caribbean

  • Brazil
  • Argentina
  • Colombia
  • The Rest of Central and South America and the Caribbean

The Middle East and Africa

  • Saudi Arabia
  • The UAE
  • Iran
  • Kuwait
  • Tanzania
  • South Africa
  • The Rest of MEA

Frequently Asked Questions (FAQs)

Cordless Product Segment is expected to be the leading segment in Water Flosser Market during the forecast period.
SC Johnson & Son, Inc., Aquapick, Procter & Gamble, Phillips NV, Koniklijke, Oral Breeze, Ginsey Home Solutions, ToiletTree Products Inc., Water Pik, Inc., Hydro Floss are the top players in Water Flosser Market.
Asia Pacific is expected to hold the highest market share in Water Flosser Market.
Growing awareness about the importance of having good oral health, rising oral health awareness are the key factors expected to drive Water Flosser Market during the forecast period.
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Report Metric Details
Market Size USD in Billion By 2030
Historical Data 2019-2020
Base Year 2021
Forecast Period 2022-2030
Forecast Units Value (USD Million)
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered by Product (Countertop, Cordless), Application (Home Care, Dental Clinics, Hospitals)
Geographies Covered North America, Europe, Asia-Pacific, LAME and Rest of the World
Key Companies Profiled/Vendors SC Johnson & Son, Inc., Aquapick, Procter & Gamble, Phillips NV, Koniklijke, Oral Breeze, Ginsey Home Solutions, ToiletTree Products Inc., Water Pik, Inc., Hydro Floss, Shenzhen Relish Technology Co. Ltd. ,
Key Market Opportunities High Demand In Consumer Products Sector Is Pushing Water Flosser Market
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