Electric Toothbrush Market Share Analysis by Bristle (Soft, Nanometer), Head Movement (Sonic, Rotation), Product Type (Rechargeable, Battery), Distribution Channel (Supermarkets/Hypermarkets, Pharmacy/Drug Stores, Online Platforms), End User (Adults, Children) - Global Industry Demand Forecast to 2030

Market Overview

The global electric toothbrush market is estimated to generate $2,979.1 million in 2022, and it is expected to advance at a compound annual growth rate of 6.1% during 2022–2030, to reach $4,788.6 million by 2030. This is primarily ascribed to the technologically advanced features of e-toothbrushes that help in improving the brushing experience such as gum massaging actions and whitening benefits. Other factors contributing to the growth of the industry include the assurance of complete oral hygiene, the rising dental issues, and the increasing geriatric population.

North America Has the Largest Number of Manufacturers

North America is expected to generate around $2 billion revenue in 2030. This is ascribed to the presence of key players in the region and the growing awareness about the benefits of oral health. The increasing product launches and technological advancements in e-toothbrushes are further expected to escalate the demand for these products in the region during the forecast period.

In North America, the U.S. market holds the leading position, and it will grow at a CAGR of over 5% in the coming years. This is attributed to the rising unhealthy dietary habits and the increasing use of tobacco in the country. For instance, according to the Centers for Disease Control and Prevention (CDC), around 11.3% of students are using tobacco products, including 16.5% of high school and 4.5% of middle school students in 2022.

The consumption of smokeless tobacco can raise the risk of oral cancer and cause grey or white patches inside the mouth. In addition to these, cavities are one of the greatest unmet health treatment needs. Untreated cavities can lead to an abscess (signifying infection) under the gums, which can spread to other body parts and have serious fatal consequences, in rare cases. The three major oral problems that significantly affect the overall health and quality of life are severe gum diseases, cavities, and tooth loss. Thus, these factors fuel the growth of the market.

The Asia-Pacific electric toothbrush market is expected to show significant growth in the future. This can mainly be ascribed to the burgeoning geriatric population, the increasing internet and smartphone penetration, and the rising adoption of online shopping, which is resulting in the easy availability of e-toothbrushes in developing countries of the region.

Soft Bristle Toothbrushes Hold Major Share

Soft bristle toothbrushes category is estimated to account majority of revenue share, around 90%, in 2022. This is because these effectively remove plaques and food build-up and are gentle on teeth. Also, these toothbrushes are flexible and clean the gums and teeth, without the application of extra pressure on them. Moreover, these are capable of reaching sections of the mouth that are inaccessible to ordinary toothbrushes, such as gum crevices, back molars, and spaces deep between the teeth.

Sonic/Side-by-Side Category To Register Significant Growth

Based on head movement, the sonic/side-by-side category is expected to witness significant growth in the coming years. This can be because the technology offers a thorough cleaning, as it not only cleans the surface of the teeth, by breaking up the plaque and then removing it, but also cleans the hard-to-reach areas inside the mouth. A powerful vibration influencing fluid dynamics, created by the sonic pulse technology, forces the toothpaste and fluids into the mouth, between the teeth and gums, thus creating an interdental cleaning action. Because of the fluid dynamics and higher number of strokes per minute, such toothbrushes are more beneficial for complete oral health.

Rechargeable Electric Toothbrushes Dominate the Industry

The rechargeable category dominates the market, as it provides several oral health benefits. Its high-tech features include a range of brushing modes dedicated to sensitive teeth, whitening the teeth, and gum massaging action. It includes a timer to help users keep track of how long they are brushing each quadrant of their mouth, a pressure sensor to signal when the users are brushing too hard, and a digital reminder to replace the brush head. Hence, such numerous benefits would lead to the higher penetration of rechargeable e-toothbrushes in the coming years.

Moreover, these toothbrushes provide most or all of the brushing actions, which include moving the brush back and forth along all sides of the teeth and gums, with users only guiding them to all areas inside the mouth.

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Supermarkets/Hypermarkets Make Largest Revenue Share

Supermarkets/hypermarkets make the largest contribution to revenue generation in the industry. This is primarily due to the easy availability of a wide range of cheap and mid-priced e-toothbrushes and their replacement heads at these facilities.

On the other hand, the online platforms category is projected to attain significant growth during the forecast period. This can be attributed to the surging trend of online shopping across the world. Moreover, industry players are offering a range of high-tech products on online platforms, where customers can compare them and select the best-suited product according to their needs.

Children E-Toothbrushes Are Expected to Gain Attention in Future

The children category is expected to grow at a CAGR of around 7% during the forecast period in the electric toothbrush market. This can be attributed to the rising cases of cavities and tooth decay in children, thus resulting in more attention by their parents, in order to provide proper oral care. Furthermore, through a survey, it has been analyzed that not all children are interested in brushing their teeth on a daily basis. Electric toothbrushes are more engaging to kids these days, which helps them accomplish high oral cleaning standards and follow healthy habits.

Unhealthy Dietary Habits Boost the Sales

Unhealthy dietary habits include the high consumption of sugary foods, chewing tobacco, and consumption of alcohol, which can cause detrimental effects on the human body. Sugary diet and alcohol (apart from damaging the liver) contain high amounts of sugar, which, when comes into contact with the plaque, converts to acid, which destroys the teeth over time, while tobacco products irritate the gum tissues, causing the gums to loosen their hold on the teeth.

All these lead to a delipidated state of the teeth and call for extensive care of the gums, which can be adequately catered to by e-toothbrushes. These toothbrushes are commonly equipped with pressure sensors and timers, which guide users in applying the optimum pressure and spending adequate time, as needed, during brushing, which may protect users’ teeth from further deterioration.In addition to this, modern e-toothbrushes are equipped with AI-enabled systems, real-time data collection tools, and optical sensors, and provide a 3D mapping of users’ mouths. Therefore, the increasing awareness of e-toothbrushes and countering the damage to the teeth and gums, due to unhealthy nutritional habits, is expected to drive the market growth.

Global Electric Toothbrush Manufacturers Are:

• Colgate-Palmolive Company
• Procter & Gamble Company
• FOREO
• Quip NYC Inc.
• Water Pik Inc.
• JSB Wellness
• Lion Corporation
• Shenzhen Risun Technology Co. Ltd.
• Perrigo Company plc
• Den-Mat Holdings LLC

Electric Toothbrush Market Size Breakdown by Segment

The report analyzes the impact of the major drivers and restraints on the market, to offer accurate market estimations for 2017–2030.

Based on Bristle

• Soft
• Nanometer

Based on Head Movement

• Sonic
• Rotation

Based on Product Type

• Rechargeable
• Battery

Based on Distribution Channel

• Supermarkets/Hypermarkets
• Pharmacy/Drug Stores
• Online Platforms

Based on End User

• Adults
• Children

Geographical Analysis

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • U.K.
  • France
  • Italy
  • Spain
• Asia-Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
• Latin America
  • Brazil
  • Mexico
• Middle East and Africa
  • Saudi Arabia
  • U.A.E.
  • South Africa