Electric Toothbrush Market Size & Opportunities Analysis - Growth Strategies, Competitiveness, and Forecasts (2025 - 2032)

Electric Toothbrush Market Growth Factors

Integration of Latest Technologies in Electric Toothbrushes is a Major Trend

• Artificial intelligence (AI) is a modern technology which helps in the simulation of human intelligence in machines.
• Currently, several major electric toothbrush manufacturers have launched AI-enabled smart electric toothbrushes to enhance the plaque removal process during brushing.
• An AI system with a large dataset like the ideal parameters (i.e., the amount of applied pressure), and information on brushing styles, is incorporated into a smart electric toothbrush.
• Apart from the AI-enabled electric toothbrushes, connected electric toothbrushes are also gaining fame. Connected electric toothbrushes are connected to either an iOS and android operating system, and they collect real-time brushing data on a dedicated installed application.
• For example, in March 2022, Oral-B launched electric toothbrush iO series 10 with AI feature to provide unique brushing experience.

Unhealthy Dietary Habits Boosts the Sales

• Unhealthy dietary habits such as 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 meets the plaque, it 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, which provide a 3D mapping of users’ mouths.
• Therefore, the rising awareness of e-toothbrushes and countering the damage to the teeth and gums, because of unhealthy nutritional habits, is expected to drive the market growth.

High Cost of Electric Toothbrushes Hampers Market Growth

• The major factor which prevents the growth of the electric toothbrush market is the high cost of such products. The price of electric toothbrushes can range from $12.0 to $250.0. For instance, the Procter & Gamble Company (Oral-B) offers the premium Genius X rechargeable electric toothbrushes which are priced at $220, whereas a twin pack of the Oral-B 3D White Luxe Pro-Flex 38 soft manual toothbrushes is available for just $25.5.
• Additionally, users generally need to replace the electric toothbrush head every two to three months which depend on their brushing style. The cost of replacement heads are priced between $4 and $60 dollar, varying based on the brand, model, and also on whether the heads are purchased individually or in multi-pack sets.
• As a result, the average selling price (ASP) of electric toothbrush is significantly higher than the manual toothbrush. Moreover, to use battery-powered electric toothbrushes, consumers also must spend on replacing the batteries every three to four months.
• These factors add fuel to the high upfront and maintenance cost, which act as barriers in the widespread adoption of electric toothbrushes worldwide, specifically in emerging countries with a large lower-and middle-income populations.

Electric Toothbrush Market Segmentation Analysis

Bristle Insights

Soft Bristle toothbrushes are the largest shareholder with a 60% in 2024 and it is also rapidly growing. 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, like gum crevices, back molars, and spaces deep between the teeth.

This segment is divided into two categories:

• Soft (Larger and Faster-Growing Category)
• Nanometer

Head Movement Insights

The sonic/side-by-side category dominates the head movement segment with a market share of 45% in 2024, and it is the faster-growing category too. This is due the technology which 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.

Further, two types of categories in this segment have been analyzed:

• Sonic/Side-by-Side (Larger and Faster-Growing Category)
• Rotation/Oscillation

Product Type Insights

The rechargeable category holds the largest market share of 70% in 2024 and it exhibits the fastest CAGR during the forecast period. This is ascribed to the 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 near future.

Furthermore, these toothbrushes provide most or all 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.

Two types of product are included in the report:

• Rechargeable (Larger and Faster-Growing Category)
• Battery

Distribution Channel Insights

Supermarkets/hypermarkets are the largest category with a market share of 40% in 2024 and it is also fastest-growing category. This is majorly 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 contrary, the online platforms category is projected to attain significant growth during the forecast period. This can be attributed to the rising trend of online shopping across the world. Further, 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.

Below are the analyzed distribution channels:

• Supermarkets/Hypermarkets (Largest and Fastest-Growing Category)
• Pharmacies/Drug Stores
• Online Platforms
• Others

End User Insights

The children category is rapidly growing at a CAGR of 7.4% 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. Moreover, 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.

This segment is comprising of two categories:

• Adults (Larger Category)
• Children (Faster-Growing Category)

Electric Toothbrush Market Regional Outlook

Europe is the largest region with a market share of 30% in 2024. This is associated with the increasing rate of dental and oral problems, particularly in the aging population. Healthcare organizations and governments in the region are promoting dental care awareness campaigns which give emphasis to the importance of advanced tools such as electric toothbrushes for cleaning and gum health.

In Europe, Germany is the largest and fastest-growing country in the market. Germany is one of the highest alcohol-consuming countries and the consumption of alcohol has increased significantly in the past few years. Oral health problems arise with drinking too much alcohol such as tooth erosion, and tooth decay. Various studies reflect that alcoholics usually have a higher number of decayed teeth which requires extraction or restoration.

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.

North America also has the leading position in the market. 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.

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.

The regions and countries analyzed for this report include:

• North America
  • U.S. (Larger Country Market)
  • Canada (Faster-Growing Country Market)
• Europe (Largest Regional Market)
  • Germany (Largest and Fastest-Growing Country Market)
  • U.K.
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia-Pacific (APAC) (Fastest-Growing Regional Market)
  • China
  • Japan (Largest and Fastest-Growing Country Market)
  • India
  • South Korea
  • Australia
  • Rest of APAC
• Latin America (LATAM)
  • Brazil (Largest and Fastest-Growing Country Market)
  • Mexico
  • Rest of LATAM
• Middle East and Africa (MEA)
  • Saudi Arabia (Largest and Fastest-Growing Country Market)
  • South Africa
  • U.A.E.
  • Rest of MEA

Electric Toothbrush Market Share

The electric toothbrush market is consolidated in nature. Major key players in the market are using various strategies like spending huge amount of money on the R&D to expand their product lines which will boost the market further. In addition, mergers and acquisitions, partnerships, and collaborations are being used to beat the competition. Also, consumers are more inclined towards affordable products.

Electric Toothbrush Market News & Updates

• In March 2024, Philips One for Kids was launched by the Philips Sonicare to make oral care easier and more enjoyable for children. Philips One for Kids have user-friendly features with vibrant color to keep the children busy aged 3 to 12 for maintain their brushing habits.
• In March 2024, Keosaa introduced its latest electric toothbrush line, made for delivering optimal oral health. This modern toothbrush provides a deeper, cleaner, and reaches areas which is frequently overlooked by manual toothbrushes.
• In February 2023, Etekcity, a renowned brand of Vesync Co's, introduced its multi-functional Sonic electric toothbrush which offers advanced AI-created features with five different brushing modes.