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The electric toothbrush market is estimated to grow at a CAGR of 8.24% between 2022 and 2027. The size of the market is forecast to increase by USD 2,780 million. The growth of the market depends on several factors, including the rising prevalence of periodontal diseases, rising awareness of oral health, and increased marketing and promotion.
This 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). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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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, private players along with many government organizations are also creating various campaigns to increase awareness among people regarding oral hygiene. For instance, in August 2017, the Federation Dentaire Internationale (FDI) launched a three-year campaign for World Oral Health Day (WOHD) under the theme 'Say Ahh' at the World Dental Congress in Spain, to foster the knowledge that oral health is directly related to one's general health and well-being.
Moreover, owing to the rising awareness among people regarding oral hygiene, vendors of various oral care products have increased opportunities for promoting their products. While introducing innovative products in the market, they are also able to accord premium pricing for these products, thereby increasing sales revenue. Therefore, factors like these are driving the e-toothbrush 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 vendors 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. The ready-to-use data can help the dentist to analyze the dental and oral health of the user and recommend the required healthcare measures to the user.
Additionally, vendors 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 decision. Further, the introduction of innovative products in the market provides a competitive advantage to vendors 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 vendors 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, vendors 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.
Global Electric Toothbrush Market Customer Landscape
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 operates under one segment. The company under this segment 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 share growth by the offline segment will be significant during the forecast period. Offline distribution channel includes retail outlets such as comprise 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 1,910 million in 2017 and continued to grow until 2021. Vendors 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 vendors 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 vendors 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, vendors in this market can launch their products at a premium price, thereby facilitating higher revenue for the market in North America. Vendors 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.
In 2020, the outbreak of COVID-19 negatively impacted offline distribution channels, which resulted in a decline in product demand, along with disruptions in logistics services for products and the availability of essential and non-essential products at retail stores and factories. However, in 2021, with the lifting of lockdowns and the initiation of COVID-19 vaccination drives business operations resumed. Thus, the resumption of the manufacturing of personal products and their availability through e-commerce channels increased the demand for the product in the region. Moreover, increasing awareness regarding the benefits of these toothbrushes and an increase in per capita disposable incomes are expected to drive the growth of the electric toothbrushes market in North America during the forecast period.
The electric toothbrush market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 - 2027.
Electric Toothbrush 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 2,780 million |
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 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. |
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