Electric Toothbrush Market Research Report: By Bristle (Soft, Nanometer), Head Movement (Sonic/Side-by-Side, Rotation/Oscillation), Product Type (Rechargeable, Battery), Distribution Channel (Supermarkets/Hypermarkets, Pharmacy/Drug Stores, Online Platforms), End User (Adults, Children) - Industry Analysis and Growth Forecast to 2030

Electric Toothbrush Market Overview

Valued at $2.7 billion in 2019, the global electric toothbrush market size is projected to witness a CAGR of 5.7% during the forecast period (2020–2030), reaching $4.8 billion by 2030. Factors that are resulting in the growth of the market include the increasing awareness about the benefits of using electric toothbrushes, unhealthy dietary habits, rising number of oral hygiene initiatives, and rising geriatric population.

The impact of the coronavirus (COVID-19) disease has been considered during the electric toothbrush market size estimation. Lockdowns have negatively impacted manufacturers in major European and North American and some of the important Asian markets. The pandemic negatively impacted the supply chain of numerous sectors, worldwide, during the first two quarters of 2020. The pandemic has led to a reduced trade of a number of products, including smart toothbrushes, as a consequence of the reduced demand, impacted monthly income of individuals, closure of manufacturing facilities in all regions to protect workers, constraints in the handling capacity of goods at ports, and widespread financial distress.

Soft-Bristle Toothbrushes Dominated Market in 2019

The soft-bristle toothbrush category dominated the market during 2014–2019, holding the larger share in the market for electric toothbrush in 2019. One of the most-significant benefits of a soft-bristle toothbrush is that it gently cleans the gums and teeth, without the application of extra pressure on the electric toothbrush. Additionally, soft-bristle toothbrushes are quite flexible and capable of reaching sections of the mouth that are inaccessible to ordinary toothbrushes. Such hard-to-reach areas inside the mouth include the gum crevices, back molars, and spaces deep between the teeth.

Sonic/Side-by-Side Category Is Projected To Continue Its Domination during Forecast Period

The sonic/side-by-side category is projected to continue its domination on the electric toothbrush industry during the forecast period, on the basis of head movement. The sonic technology offers a thorough cleaning, owing to the fact that 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. Because of the fluid dynamics and higher number of strokes per minute, such electric toothbrushes are more beneficial for complete oral health.

Rechargeable Category To Grow at Higher Rate in Coming Years

Rechargeable toothbrushes generated the higher revenue in 2019 in the market for electric toothbrush, among the two product types. Furthermore, the category is expected to witness the faster growth during the forecast period. Battery-powered toothbrushes require the user to provide most or all of the brushing action, which includes moving the brush back and forth along all sides of the teeth and gums. On the other hand, rechargeable toothbrushes create much of the cleaning action themselves, with the user only needing to guide them to all areas inside the mouth. These rechargeable toothbrushes are generally richer in features and can provide several oral health benefits.

Supermarkets/Hypermarkets To Attain Fastest Growth during Forecast Period

Among all distribution channels, the supermarkets/hypermarkets category dominated the market during the historical period, and it is further projected to witness the fastest growth during the forecast period. This is primarily due to the easy availability of cheap and mid-priced electric toothbrushes and their replacement heads at supermarkets/hypermarkets.

Furthermore, the online platforms category is also projected to attain significant advance during the forecast period in the market for electric toothbrush, owing to the growing trend of online shopping across the world. Industry players are offering a range of high-tech products on online platforms, where the customer can compare them and select the best-suited product according to their needs.

Adult Electric Toothbrushes Registered More Sales in Industry in 2019

The adults category, on the basis of end user, registered more sales in the electric toothbrush market in 2019. The rampant unhealthy eating habits of adults, including the heavy consumption of alcohol and tobacco, are leading to poor oral health. This, in turn, is creating a high demand for advanced toothbrushes over the manual ones, as the newer models help customers remove more plaque and prevent gingivitis. Furthermore, these toothbrushes are helpful for adults with orthodontic attachments, such as braces, as they make brushing easier for them.

Europe – Highest Revenue Generator in Electric Toothbrush Industry

Europe is the largest region in the electric toothbrush market, in terms of value. This can be primarily ascribed to the increasing consumption of alcohol, tobacco, and a sugary diet, along with the surging geriatric population in the region and prioritization of oral health via collective healthcare initiatives. The increasing consumption of alcohol and a sugary diet is a major concern in Europe. According to the World Health Organization (WHO), the per capita alcohol consumption in the European Union (EU) is the highest in the world.

In addition to this, a report published jointly by the EU and WHO in 2019 posits that the prevalence of heavy episodic drinking was 30.4% in the region. Heavy consumption of alcohol and a sugary diet leads to various oral problems, such as dental caries, periodontal diseases, and destruction of teeth over time. Therefore, the integration of advanced technologies, coupled with the increase in the incidence of these dental problems, is expected to propel the demand for such toothbrushes in the region, thereby benefitting the electric toothbrush market growth.

Asia-Pacific (APAC) – Fastest-Growing Region, in Terms of Revenue Generation

Among all regions, APAC is projected to attain the fastest growth in the electric toothbrush market, in terms of revenue generation, during the forecast period. The growth can mainly be ascribed to the burgeoning geriatric population, coupled with the rising adoption of online shopping, which is resulting in the easy availability of such toothbrushes in developing countries. According to the World Population Ageing 2019 report by the United Nations (UN), in Asia, there were 395.4 million people aged 65 years and above in 2019, and this number is expected to rise to 954.6 million by 2050.

Elderly people are prone to chronic dental diseases, due to which they could develop sensitive teeth and gums. Oral diseases have been a burden for both developed and developing countries, especially in their rural areas. For instance, according to a recent study published in August 2019 in the Indian Journal of Dental Research, the prevalence of dental caries in the elderly population of India was 76.4%. Thus, the use of these toothbrushes for sensitive teeth by elderly people, coupled with their rising population, is expected to propel the growth of the market for electric toothbrush in the region.

Integration of Advanced Technologies in Electric Toothbrushes Is Latest Trend in Industry

The integration of advanced technologies in toothbrushes is the latest trend being observed in the electric toothbrush market. In recent times, many leading smart toothbrush manufacturers have introduced artificial intelligence (AI)-enabled smart electric toothbrushes to improve the plaque removal process during brushing. An AI system with a large (of some thousand rows) dataset, including information on brushing styles and the ideal parameters (i.e. the amount of applied pressure) for a specific brushing style, is integrated into a smart toothbrush.

Increasing Awareness on Benefits of Using Electric Toothbrushes Is Benefitting Industry Growth

The rise in the awareness on the benefits of using smart toothbrushes is one of the key drivers of the market for electric toothbrush. Various studies have suggested that these toothbrushes are more effective than manual toothbrushes. For instance, in May 2019, a study, titled Long‐term impact of powered toothbrush on oral health: 11‐year cohort study, was published in the Journal of Clinical Periodontology, which suggested that the use of such toothbrushes resulted in 22% less gum recession, 17.7% less progression in decayed, missing, filled surfaces (DMFS), and 19.5% increase in the number of teeth retained than manual toothbrushes, over the period of the study.

Unhealthy Dietary Habits To Propel Demand for Electric Toothbrushes

Unhealthy dietary habits include the high consumption of sugary foods, chewing of tobacco, and intake of alcohol, which can cause detrimental effects on the human body. These conditions play a pivotal role in the growth of the electric toothbrush market, by increasing the demand for smart brushes. For instance, according to the IDF Diabetes Atlas 2019, the global prevalence of diabetes in the 20–79 age group was around 463 million. Sugary diet and alcohol (apart from damaging the liver) contain high amounts of sugar, which, on coming in contact with the plaque, converts to acid, which destroys the teeth over time. Similarly, tobacco products irritate the gum tissues, causing the gums to loosen their hold on the teeth.

Industry Players Introducing New Products to Gain Competitive Edge

The global electric toothbrush market is consolidated in nature, with the presence of major market players such as Koninklijke Philips N.V., The Procter & Gamble Company, and Colgate-Palmolive Company. In recent years, players in the industry have launched a number of new and advanced products in order to stay ahead of their competitors. For instance:

• In January 2020, Colgate-Palmolive Company introduced its new smart electric toothbrush, named Plaqless Pro, which is equipped with the advanced optic sensor technology, which detects the accumulated biofilm in the mouth and removes it while brushing. In addition to this, the Colgate Connect App gets connected to the brush through the Bluetooth technology and offers a precise and personalized brushing experience to users, as the sensors embedded in the toothbrush handle create a complete map of the user’s mouth.
• In October 2019, The Procter & Gamble Company (Oral-B) launched GENIUS X toothbrush which is equipped with AI. This toothbrush helps users brush their teeth for the right amount of time, without too much pressure, regardless of their individual brushing style.

Some of the key players covered in the electric toothbrush industry report include:

Market Size Breakdown by Segment

The research offers market size of the global electric toothbrush market for the period 2014–2030.

Based on Bristle

• Soft
• Nanometer

Based on Head Movement

• Sonic/Side-by-Side
• Rotation/Oscillation

Based on Product Type

• Rechargeable
• Battery

Based on Distribution Channel

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

Based on End User

• Adults
• Children

Geographical Analysis

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