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The electric toothbrush market size is forecast to increase by USD 4.74 billion, at a CAGR of 11.92% between 2022 and 2027. Market forecast growth relies on several factors, notably the increasing incidence of periodontal diseases, heightened awareness regarding oral health, and intensified marketing and promotional efforts. As periodontal diseases become more prevalent, there's a corresponding rise in demand for oral healthcare products and services. Concurrently, heightened awareness campaigns and promotional activities further drive market expansion by educating consumers about the importance of oral hygiene and encouraging preventive measures against dental issues. Our report examines historic data from 2018 - 2022, besides analyzing the current market scenario.
The APAC market is driven by increased awareness of oral health issues and conditions like gingivitis, dental plaque, and peri-implant mucositis. Brush Baby Ltd. produces gum and teething wipes, toothbrushes, toothpaste, and teethers, with a focus on electric toothbrushes as its primary offerings.
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The market has witnessed significant growth in recent years, driven by the global population's increasing awareness of oral hygiene and the adoption of advanced oral care products. Tooth decay, dental problems such as cavities and gum disease, and bad breath are common issues faced by internet users worldwide. Electric toothbrushes, with their ability to remove plaque more effectively than regular toothbrushes, have gained popularity. The market's expansion is also influenced by the rising expenditure on oral care products and services, including dentists and e-commerce platforms. The market's growth is further fueled by the convenience of rechargeable batteries and power supply, making these devices an essential good for personal consumption. The online sector's growth and the increasing number of internet users have also contributed to the market's expansion.
The rising awareness of oral health is notably driving market growth. The market caters to the global population's growing demand for effective oral care solutions, addressing tooth decay and maintaining the health of gums. With periodontal diseases, such as gingivitis, affecting around half of the world's population, the need for advanced oral hygiene products is increasingly essential. Advertising expenditure by market leaders like Colgate Palmolive and Quip targets men, youth, and elderly people, promoting the benefits of electric toothbrushes over regular ones.
Moreover, despite being considered an innovative technological product, electric toothbrushes remain accessible to various demographics, including individuals with disabilities and those facing hospital admissions or youth unemployment. Therefore, factors like these are driving the market growth during the forecast period.
Innovative products for oral care are an emerging trend in the market. The global market is experiencing substantial growth due to the increasing awareness about oral health and the prevention of associated risks, such as tooth decay and gum diseases like gingivitis and bleeding gums. With a growing population and rising prevalence of dental problems, including cavities, gum disease, and bad breath caused by plaque, the demand for oral care products, including electric toothbrushes, is on the rise.
Moreover, advertising expenditure by key players, such as Colgate Palmolive and Procter and Gamble Co., is driving market growth. Innovative technological products, such as AI-enabled toothbrushes from Quip, are gaining popularity among men, youth, and elderly people. These electric toothbrushes offer added benefits, such as battery-powered operation and power supply, making them essential goods for personal consumption. The online sector is also contributing to the market's growth, with e-commerce platforms offering a convenient and accessible shopping experience for consumers. Therefore, factors like these are expected to drive market growth during the forecast period.
The high cost of electric toothbrushes is a major challenge impeding the market. With tooth decay and gum health being significant concerns, electric toothbrushes offer superior cleaning capabilities compared to regular toothbrushes. Vendors leverage value-added features such as Bluetooth compatibility, rechargeable batteries, and durability to justify premium pricing. However, these products remain a luxury in developing countries due to limited availability and low disposable income.
Moreover, advertising expenditure plays a crucial role in promoting electric toothbrushes as essential goods in developed economies. The online sector, particularly e-commerce platforms, has emerged as a key distribution channel. Brands like Colgate Palmolive and Quip have gained traction by offering affordable, AI-enabled electric toothbrushes. Therefore, such factors will restrict the overall growth of the market during the forecast period.
The market share by the offline segment will be significant during the forecast period. Offline distribution channels include retail outlets such as hypermarkets, supermarkets, and department stores that sell a wide range of products of different brands and prices. The high product visibility and the possibility to examine products before purchase are the key reasons driving the growth of the segment.
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The offline segment was valued at USD 2.13 billion in 2018. Companies are significantly investing in designing marketing collaterals inside offline stores and through other advertisement channels to increase awareness about electric toothbrushes. They are providing various promotional offers to attract the attention of buyers and thereby increase the sales of the products and product penetration in the market. These promotional strategies are driving the increase in footfall and the growth of sales through retail outlets. Furthermore, as the retail outlets are comparatively more in urban areas companies are also focusing on strengthening their distribution channels to increase the availability of products through other points of sale and retail channels. Thus, these strategic investments by companies are expected to drive the e-toothbrush market growth during the forecast period.
The growing adoption on the online segment will increase the market growth. The online stores segment is the fastest-growing segment owing to the increase in the popularity of online shopping. For example, e-commerce websites such as Amazon provide a wide range of oral care products of different brands to customers globally. The various offers and advantages provided by e-commerce websites drive the growth of this market. The growth of this market is directly proportionate to the increase in Internet users as the Internet acts as the medium of sales between retail solution providers and consumers. Hence, such factors are fuelling the growth of this segment which in turn drives the market growth during the forecast period.
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Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast years. The in North America is growing steadily. The US and Canada are the major revenue contributors. Factors such as awareness about oral health problems and periodontal diseases drive the demand for oral care products in the region. Further, government organizations such as the CDC are also supporting state health departments through cooperative agreement programs to increase awareness about oral health and hygiene.
Moreover, developed countries in North America, such as the US and Canada, have favorable market conditions in terms of high product demand and high disposable income of individuals. Thus, companies in this market can launch their products at a premium price, thereby facilitating higher revenue for the market in North America. Companies in this region also capitalize on the online marketplace, as many consumers have a high inclination toward online shopping. Therefore, all these factors will drive market growth during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Brush Baby Ltd: The company's offerings range from basic models with standard brushing modes to high-end options boasting multiple brushing modes, smart connectivity, and even built-in timers to ensure the recommended two minutes of brushing time.
The Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Brush Buddies, Caresmith, Church and Dwight Co. Inc., Colgate Palmolive Co., Conair Corp., Den Mat Holdings LLC, FOREO AB, Guangzhou Stars Pulse Co. Ltd., JSB Health and Fitness Pvt. Ltd., Koninklijke Philips N.V., Lion Corp., OMRON Corp., Panasonic Holdings Corp., Perrigo Co. Plc, Quip, Risun Technology Co. Ltd., Sanyei Deutschland GmbH, The Procter and Gamble Co., and Xiaomi Communications Co. Ltd.
Market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The Market is experiencing significant growth due to the increasing awareness of oral health and the convenience offered by electric toothbrushes. These devices provide advanced features such as timer functions, pressure sensors, and multiple brushing modes. The adoption of electric toothbrushes is on the rise, particularly in developed regions, as consumers seek innovative solutions for maintaining optimal oral hygiene. Additionally, the availability of a wide range of designs and prices caters to various consumer preferences. The market is driven by factors such as demographic shifts, technological advancements, and rising disposable income. Furthermore, the growing trend of e-commerce and online sales channels is providing easy access to electric toothbrushes for consumers worldwide. Overall, the Market is expected to continue its expansion in the coming years.
In addition, the global population is increasingly recognizing the strength of the tooth as a crucial aspect of overall health, leading to a surge in demand for advanced oral care solutions. One of the key drivers shaping the Market is the integration of AI technology into oral hygiene products, catering to the needs of the urban population seeking efficient and convenient dental care solutions. Traditionally, regular toothbrushes have been widely used, but the adoption rate of electric toothbrushes has been steadily rising, driven by advancements such as longer-lasting battery life and ergonomic designs. Factors like labour force participation rate and personal consumption expenditure also influence the market dynamics, reflecting the priority individuals place on addressing tooth issues. Organizations like the European Federation of Periodontology contribute to widespread awareness regarding oral health, emphasizing the benefits of using innovative power-operated toothbrushes equipped with advanced technologies.
Furthermore, the Market Trends showcase a diverse range of offerings, from kid's electric toothbrushes to specialized options like electric toothbrushes for braces and teeth whitening toothbrushes. Manufacturers invest heavily in research and development (R&D) to introduce cutting-edge solutions such as ultrasonic toothbrushes, Bluetooth toothbrushes, and smart toothbrushes endorsed by organizations like the American Dental Association (ADA). Products like the ISSA 3 Sonic Toothbrush and Silicone sonic toothbrush from brands like Perfora and Mouth Watchers highlight the industry's innovative developments, with features like T-sonic pulses, nylon bristles, and aluminium handles catering to diverse consumer preferences. In this dynamic landscape, the EW-DC12-W electric toothbrush represents the evolving standards of oral care, combining efficiency, technology, and user-centric design to meet the oral hygiene needs of adults and children alike.
Market Scope |
|
Report Coverage |
Details |
Page number |
168 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 11.92% |
Market growth 2024-2028 |
USD 4.74 billion |
Market structure |
USD Fragmented |
YoY growth 2023-2024(%) |
10.33 |
Regional analysis |
North America, Europe, APAC, Middle East and Africa, and South America |
Performing market contribution |
North America at 45% |
Key countries |
US, Germany, Canada, UK, and Japan |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Brush Baby Ltd., Brush Buddies, Caresmith, Church and Dwight Co. Inc., Colgate Palmolive Co., Conair Corp., Den Mat Holdings LLC, FOREO AB, Guangzhou Stars Pulse Co. Ltd., JSB Health and Fitness Pvt. Ltd., Koninklijke Philips N.V., Lion Corp., OMRON Corp., Panasonic Holdings Corp., Perrigo Co. Plc, Quip, Risun Technology Co. Ltd., Sanyei Deutschland GmbH, The Procter and Gamble Co., and Xiaomi Communications Co. Ltd. |
Market dynamics |
Parent market analysis, market growth analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, Market growth and Forecasting, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Mobility Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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