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The electric toothbrush market size is forecast to increase by USD 2.78 billion, at a CAGR of 8.24% 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. Furthermore, the report includes historic market data from 2017 to 2021.
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This market forecasting report extensively covers market segmentation by distribution channel (offline and online), mobility type (sonic and rotation), and geography (North America, Europe, APAC, Middle East and Africa, and South America).
The market is influenced by various factors, including the global population and concerns like tooth decay and gum health. With advertising expenditure on the rise, electric toothbrushes are increasingly considered essential goods. The online sector plays a pivotal role, offering convenience and accessibility. Compared to regular toothbrushes, electric ones require a power supply, impacting expenditure. Despite challenges like dental problems, including cavities and gum disease, the market is buoyed by advancements and the support of organizations like the European Federation of Periodontology. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The rising awareness of oral health is notably driving market growth. Awareness of various health measures to prevent and minimize the prevalence of diseases is rising globally. Among these preventive health measures, awareness about oral health has been significant. This is one of the major factors driving the market. Furthermore, electric toothbrushes, known for their ability to improve the health of gums and enhance the strength of teeth, have gained popularity among consumers, with their convenience and effectiveness increasingly accessible through e-commerce platforms, contributing to oral hygiene maintenance despite variations in labour force participation rates and access to dentists.
Moreover, electric toothbrushes, renowned for their effectiveness in enhancing the strength of teeth and addressing common tooth issues like bad breath, are increasingly sought after by consumers, with their accessibility expanding through e-commerce platforms, reflecting shifts in personal consumption expenditure patterns and the growing number of internet users seeking optimal dental care solutions. Therefore, factors like these are driving the market growth.
Innovative products for oral care are an emerging trend in the market. The rising prevalence of oral diseases and periodontal diseases such as gingivitis, dental plaque, and bleeding gums is increasing the demand for various oral care products among consumers. Rising awareness and the demand for oral care products are creating opportunities for companies to introduce a range of innovative products. For instance, Procter and Gamble have introduced its smart electric toothbrush with value-added features. This smart electric toothbrush can collect and store the dental health status of the user and communicate the same to the dentist.
Additionally, companies can have added revenue from the sale of these products and can also expand their customer base as the newer technology can easily draw the attention of the consumers and influence their purchase decisions. Further, the introduction of innovative products in the market provides a competitive advantage to companies to provide product differentiation. 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. The product is launched as a premium oral care product as it is considered more effective than a manual toothbrush. Value-added product features such as Bluetooth compatibility, rechargeable battery, and durability of the product help companies position the product with premium pricing in the market. Despite the premium pricing, factors like high disposable income and high awareness about oral healthcare support the adoption of electric toothbrushes in developed countries like the US.
However, a similar market condition is not present in developing countries owing to limited product availability and low disposable income. Price-sensitive customers in developing countries prefer manual toothbrushes that are commonly available in the market due to lower prices. Thus, companies are finding it increasingly difficult to launch their products in the regional markets of developing countries, due to which product penetration among the low-income group is significantly less. Therefore, such factors will restrict the overall growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
In the Electric Toothbrush Market, innovation revolves around user-friendly features like rubber grips and vertical charging stands. These brushes, powered by small motors and batteries, cater to the female segment and promote oral health. They combat germs effectively, addressing concerns related to tobacco consumption and alcohol consumption, sugar-rich diets, and lost sleep. Moreover, they play a pivotal role in orthodontic treatment, reducing risks associated with oral cavities, tooth loss, and oral cancers. As demand surges for convenient and efficient oral care solutions, electric toothbrushes emerge as indispensable tools in maintaining dental hygiene.
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 1.91 billion in 2017. 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.
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North America is estimated to contribute 45% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. 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 manufactures gum and teething wipes, toothbrushes, toothpaste, and teethers. The key offerings of the company include electric toothbrushes.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
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 2023 to 2027, as well as historical data from 2017 to 2021 for the following segments
Innovations in the Electric Toothbrush Market are driven by advanced technologies, including AI, automated machines, and electric circuits. These toothbrushes feature user friendly elements like rubber grips and vertical charging stands, powered by small motor and batteries for convenient use. They cater to various needs such as tooth alignment and dental hygiene, with specialized bristle types for effective cleaning. Particularly amid the pandemic, their popularity has surged due to the emphasis on oral health. Electric toothbrushes combat dental disorders like dental cavities and dental deposits, often caused by wrong food habits such as consuming fast foods and chocolates. They offer benefits like tooth whiteness and gum and tongue cleaning, especially beneficial for children. As charging facilities become more accessible and technology evolves, electric toothbrushes continue to redefine dental care standards.
Additionally, the market is witnessing significant advancements driven by innovation and technology. These toothbrushes feature ergonomic designs with a rubber grip for comfortable handling and are powered by small motors for efficient cleaning. They often come with a vertical charging stand for convenient storage. Equipped with specialized bristles and bristle type, they effectively combat dental cavity issues. Some models even incorporate AI technology for optimized brushing techniques. Battery-powered, they offer enhanced cleaning teeth, cleaning gums, and cleaning tongue. However, concerns persist regarding their usage among consumers of tobacco products. Despite challenges, electric toothbrushes continue to revolutionize oral hygiene practices with their advanced features and functionalities.
Moreover, the Market is experiencing significant growth driven by several key factors. One such factor is the increasing awareness regarding oral health and hygiene, leading to a higher adoption rate of electric toothbrushes among consumers. Innovations in technological products have also played a crucial role, particularly with the introduction of smart toothbrushes, ultrasonic toothbrushes, and Bluetooth connectivity features in toothbrushes. Moreover, the market has witnessed a rising demand for electric toothbrushes tailored for specific needs, such as toothbrushes for braces, teeth whitening toothbrushes, and toothbrushes designed for individuals with tooth sensitivity. The versatility and effectiveness of these specialized toothbrushes have contributed to their popularity among various age groups, including adults, children, and elderly people.
Furthermore, industry developments like the introduction of the ISSA 3 Sonic Toothbrush and EW-DC12-W electric toothbrush showcase the continuous research and development (R&D) efforts in the electric toothbrush segment. Furthermore, endorsements and certifications from reputable organizations like the American Dental Association (ADA) add credibility and trust to electric toothbrush brands. The market landscape depends on various factors such as the Oral toothbrushes, Electric toothbrushes for braces, Bluetooth toothbrushes, Vibrating toothbrushes, Tooth sensitivity toothbrushes, Silicone sonic toothbrush. The market is also witnessing a shift towards eco-friendly alternatives, such as bamboo electric toothbrushes, reflecting growing environmental concerns among consumers. Overall, the Electric Toothbrush Market is poised for further expansion with ongoing technological advancements and a focus on oral health across demographics.
Market Scope |
|
Report Coverage |
Details |
Page number |
167 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 8.24% |
Market growth 2023-2027 |
USD 2.78 billion |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
9.71 |
Regional analysis |
North America, Europe, APAC, Middle East and Africa, and South America |
Performing market contribution |
North America at 45% |
Key countries |
US, Canada, Japan, Germany, and UK |
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 NV, 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 Inc. |
Market dynamics |
Parent market analysis, market report, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
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 Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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