PUBLISHER: Prescient & Strategic Intelligence | PRODUCT CODE: 1803410
PUBLISHER: Prescient & Strategic Intelligence | PRODUCT CODE: 1803410
The global electric toothbrush market was valued at USD 2.98 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 6.1%, reaching USD 4.73 billion by 2032. This growth is primarily driven by the increasing integration of advanced technologies in electric toothbrushes, such as artificial intelligence (AI) and connected features that enhance the overall brushing experience. AI-enabled toothbrushes, such as the Oral-B iO series, offer smart features like real-time data tracking and optimal pressure monitoring, improving plaque removal and overall oral health.
Additionally, the growing awareness of the importance of oral hygiene and an aging global population have contributed to the rise in demand for electric toothbrushes. Coupled with the increasing prevalence of dental issues linked to unhealthy dietary habits-such as sugary food consumption and tobacco use-electric toothbrushes have become a preferred option for consumers seeking efficient and complete oral care. However, high initial costs and ongoing maintenance expenses, such as replacement brush heads, pose challenges to broader market adoption, especially in emerging economies with lower income levels.
Key Insights
Technological Advancements: The electric toothbrush market is heavily influenced by the introduction of AI and connected technologies. AI-enabled models analyze brushing patterns and provide real-time feedback to users, while connected toothbrushes sync with apps on iOS and Android devices, collecting data on brushing habits and offering personalized advice. This technology is revolutionizing oral hygiene by enhancing plaque removal and promoting healthier brushing practices.
Dietary Habits and Oral Health: The rise in unhealthy dietary habits, such as excessive sugar consumption and tobacco use, is significantly contributing to the growth of the electric toothbrush market. These habits lead to plaque buildup, cavities, and gum diseases, all of which can be mitigated by the use of advanced electric toothbrushes equipped with pressure sensors and timers, ensuring users maintain optimal brushing habits.
High Costs as a Barrier: Despite the growth, the high cost of electric toothbrushes remains a major barrier. The prices range from affordable models around $12 to premium versions costing up to $250. Additionally, consumers face ongoing costs for replacement brush heads, which can range from $4 to $60 depending on the brand and model. These factors make electric toothbrushes less accessible to price-sensitive consumers, particularly in emerging markets.
Bristle Type Demand: Soft bristle electric toothbrushes are the most popular, accounting for 60% of the market share in 2024. Their gentle cleaning action effectively removes plaque without causing damage to the gums, making them a preferred choice for users with sensitive teeth or gums. This category is also growing rapidly due to their versatility and suitability for a wide range of users.
Sonic/Side-by-Side Movement Technology: The sonic/side-by-side category dominates the head movement segment, capturing 45% of the market share in 2024. These toothbrushes offer enhanced cleaning performance by using powerful vibrations that penetrate deep into hard-to-reach areas, improving plaque removal between the teeth and along the gumline. The higher frequency of strokes per minute in sonic toothbrushes makes them increasingly popular for consumers seeking comprehensive oral care.
Rechargeable Toothbrushes on the Rise: Rechargeable electric toothbrushes are expected to see the fastest growth, holding 70% of the market share in 2024. These models are equipped with features like multiple brushing modes, timers, pressure sensors, and digital reminders to replace brush heads. Their higher functionality and long-term cost-effectiveness are contributing to the increasing adoption of rechargeable models over disposable battery-powered alternatives.
Supermarket/Hypermarket Dominance: Supermarkets and hypermarkets currently hold the largest market share of 40% in 2024 and are also the fastest-growing distribution channel. These outlets offer a wide range of electric toothbrushes at varying price points, making them convenient for consumers to purchase. However, online shopping is gaining traction, with many consumers opting for the convenience of browsing and comparing models and prices before making a purchase.
Growing Demand Among Children: The children's segment is expanding rapidly, with a CAGR of 7.4% expected during the forecast period. As oral health concerns rise among children, especially with the increasing incidence of cavities, parents are opting for electric toothbrushes to encourage healthy brushing habits. Models designed for children, with engaging features like bright colors and fun designs, are helping to make tooth brushing an enjoyable and interactive experience for kids.
Geographical Trends: Europe holds the largest market share, accounting for 30% of the global electric toothbrush market in 2024. This is driven by high dental awareness, particularly in countries like Germany, where oral health issues linked to alcohol consumption are prevalent. In North America, the U.S. remains the largest market, with growing awareness about oral health and technological advancements in electric toothbrushes further driving market demand.
Asia-Pacific Growth: The Asia-Pacific region is poised to become the fastest-growing market for electric toothbrushes. The increasing penetration of smartphones, rising internet access, and the growing geriatric population are key factors contributing to this trend. Moreover, the rise in e-commerce and improved access to online platforms is making electric toothbrushes more available in countries like China, Japan, and India.
Competitive Landscape: The electric toothbrush market is highly competitive and dominated by key players such as Philips Sonicare, Procter & Gamble (Oral-B), Colgate-Palmolive, and Foreo. These companies are investing heavily in R&D to innovate and expand their product offerings, particularly focusing on AI integration, improved battery life, and enhanced brushing performance. Strategic mergers, acquisitions, and partnerships are common strategies to maintain a competitive edge in the market.
Product Innovations: Recent product launches, such as Philips One for Kids in March 2024, demonstrate the industry's focus on catering to specific consumer needs, such as engaging younger users in oral hygiene. Additionally, advancements in AI and multi-functionality, like the Etekcity Sonic toothbrush introduced by Vesync Co, are enhancing the performance and appeal of electric toothbrushes across various demographics.