Electric Toothbrush Market Size, Share & Segmentation by Product Type (Battery Powered and Rechargeable), By End-User (Male and Female) by Regions and Global Market Forecast 2024-2032

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The Electric Toothbrush Market was valued at USD 4.38 billion in 2023 and is projected to reach USD 8.68 billion by 2032, growing at a robust CAGR of 7.90% during the forecast period of 2024-2032.

The electric toothbrush market is expected to grow substantially. This is driven by increasing dental awareness, dental practice development, and the benefits of preventative oral care, both in terms of health and finances. Dental problems such as cavities and gum disease affect many Americans, causing pain, dysfunction, and massive financial losses. The increase in the demand for the electric toothbrush is driven by the massive costs of dental care, which reaches USD 136 billion per year in the U.S., and USD 46 billion in yearly productivity losses due to oral diseases that remained untreated. The market’s growth is also facilitated by the effectiveness and success of preventative measures, including dental sealants and community water fluoridation, which have saved billions of dollars in treatment. For example, community water fluoridation currently saves Americans USD 6.5 billion per year and it amounts to a USD 20 return per each dollar spent. Similarly, the market demand is facilitated by the benefits of electric toothbrushes, which are used as preventative tools, offering effective removal of plaque and oral diseases, pressure sensors, and timers. This growing trend is also impacted by the rising numbers of school sealant programs, and the expansion and continuation of community water fluoridation, reaching the Healthy People 2030 goal of 77.1% of U.S. population coverage. Overall, the electric toothbrush market is expected to continue its growth due to the rising demand for oral health interventions, which require advanced products to deliver stronger personal health outcomes while continuing to address public health goals.

With the prevalence of how oral health impacts overall wellness becoming more widespread, as well as the growing incidence of oral diseases, the electric toothbrush market will expand. The need for effective oral care solutions is growing – over half of all 6 to 8-year-old children in the United States have experienced cavities in their baby teeth, and nearly 25% of adults have untreated cavities. Furthermore, because nearly half of all adults aged 30 and up have signs of gum disease, the demand for preventative oral care solutions will only increase. Thus, the growing understanding of the efficiency electric toothbrushes have for oral care in people seeking to maintain their oral health will continue to drive the industry forward. Moreover, the severe impact of such a condition can be measured by the loss of approximately 34 million school hours and 92 million work hours from unplanned dental visits each year. In addition, annually, productivity amounting to nearly USD 46 billion is lost due to untreated oral diseases. Thus, there is more of a demand for advanced oral care products. For example, the DOH in the United States seeks to implement a variety of oral care strategies – such as recommending community water fluoridation and promoting school sealant programs. This is likely to drive up the electric toothbrush market, as more people search for effective solutions to avoid cavities and gum disease. There is an increase of market growth forecast for the future, due to a higher number of people recognizing the utility of electric toothbrushes. It is evident that these products help decrease the risk of cavities by 25%, as well as covering children from 80% of cavities. Moreover, increased government support alongside expenditure from untreated oral diseases will likely continue the growth of the electric toothbrush market and encourage better oral hygiene practices.

Market Dynamics

Drivers

• Increase in the need for health products is driving growth in the electric toothbrush Market.

Increasing consumer awareness and demand for advanced oral hygiene solutions are fueling substantial growth in the global electric toothbrush market. The increasing frequency of dental problems like cavities and gum disease is a significant driver pushing the market forward. Recent data shows that around 2.5 billion people globally have dental issues, with a worrying 89% of the Chinese population facing the same problems. Around 79% of children in China suffer from cavities at a young age. The increased prevalence of oral health problems is creating a greater need for efficient preventive dental products, like electric toothbrushes. Multinational companies are meeting this need by launching advanced dental products into the market. One example is when Procter & Gamble (P&G), a major competitor in the consumer goods sector, presented its Oral-B iO Series 3 electric toothbrush at the China International Import Expo (CIIE) in Shanghai. This product launch shows how dedicated the company is to meeting the increasing oral health demands of Chinese customers. P&G's participation in the expo shows a larger pattern of global brands turning their attention to the Chinese market, acknowledging its significant growth potential and the growing importance of health and wellness to Chinese buyers. The move to electric toothbrushes is also backed by the benefits they provide compared to traditional manual brushing. Electric toothbrushes are recognized for their exceptional ability to eliminate plaque and enhance gum health, reflecting the increasing demand for advanced oral care options. Technological advancements in electric toothbrushes, like smart features and real-time feedback, are also influencing the market by attracting tech-savvy consumers. In general, the electric toothbrush industry is growing quickly because of the rise in oral health problems, rising consumer knowledge, and the launch of innovative products by top companies. This trend is expected to persist as customers look for better options to maintain their oral health.

• The Influence of Design Focused on Characters on Market Expansion

This trend emphasizes the increasing demand for fun and interactive oral care products that make brushing enjoyable, ultimately promoting consistent usage among younger age groups. This strategy reflects the overall direction of the electric toothbrush industry, which is placing more emphasis on engaging consumers with creative features and attractive designs. The introduction of this product line in key markets like the UK, Europe, and the USA is ready to spur considerable expansion, fulfilling the increasing need for both efficient and appealing oral hygiene products. The collaboration highlights the necessity of combining functionality with attractive design in order to attract and keep consumer attention in the evolving electric toothbrush market. The creative partnership between Ordo and Squishmallows is changing the electric toothbrush industry by incorporating captivating character-based designs to promote better oral health in kids and teenagers. This collaboration shows how combining well-known brands with cutting-edge dental technology can greatly boost consumer interest and market growth. Important characteristics of these brushes consist of various brushing modes, a two-minute timer with audiovisual progress tracking, and antimicrobial travel caps that decrease bacteria accumulation by almost 99.5%. The rechargeable options also come with USB-C charging and durable Lithium-ion batteries, giving more than five weeks of usage on one charge.

Restraints

• Insufficient understanding of the benefits of using the product leads to a limitation in market growth.

Many consumers are not informed about how electric toothbrushes can improve oral hygiene compared to manual toothbrushes, which is a major obstacle to market growth. Even with their advanced technology, such as oscillating brush heads, pressure sensors, and built-in timers to enhance brushing efficiency and effectiveness, electric toothbrushes are frequently not used enough because of inadequate consumer education. The lack of information leads to a delay in people choosing electric toothbrushes because they may not fully understand the better plaque removal, gum health benefits, and user-friendly features they provide. Regarding the intricacy and upkeep of electric toothbrushes can also discourage potential users, who may view these tools as too difficult or costly for the advantages they offer. Moreover, the success of marketing and educational initiatives varies, with certain areas facing increased levels of misinformation or insufficient promotional activities. Consumers in different markets are unable to fully comprehend the long-term value and health benefits of electric toothbrushes due to the absence of focused outreach and education. Consequently, there is limited demand in the electric toothbrush market as many people prefer manual options because they are not aware of the benefits of advanced oral care technologies. Providing thorough education and successful marketing tactics is vital in overcoming these knowledge gaps and boosting market growth.

• Electric toothbrush market growth is restricted by low adoption rates in developing regions.

The electric toothbrush industry is currently encountering major obstacles in developing areas because manual toothbrushes are still the preferred option because they are inexpensive and easy to find. Basic healthcare needs receive more funding in developing countries than dental care, hindering market entry due to economic constraints. Furthermore, the limited understanding of the advantages of electric toothbrushes, such as better plaque removal and gum health, adds to their lack of popularity. In numerous underdeveloped regions, the lack of proper infrastructure hinders the availability of cutting-edge dental products, making it hard for interested individuals to obtain electric toothbrushes. Traditional brushing techniques and healthcare spending priorities differ greatly due to cultural influences. In developing countries, healthcare funds are typically prioritized for urgent needs like controlling infectious diseases and providing basic medical services instead of dental products for consumers. As a result, the electric toothbrush market in these areas lags behind due to low penetration and slow growth, in contrast to wealthier markets with higher awareness and purchasing power stimulating demand. To tackle these challenges, specific educational programs, strategic collaborations for dispersal, and endeavors to increase affordability and availability of electric toothbrushes in developing areas are needed.

Segment Analysis

By Product Type

Based on Product Type, Battery Powered is capturing the largest share revenue for Electric Tooth Brush market with 62% of share in 2023. Battery-operated toothbrushes are more appealing to budget-conscious shoppers because they are cheaper than rechargeable ones. Furthermore, easy-to-replace batteries add to their attractiveness, particularly in circumstances with limited power sources, like when traveling or engaging in outdoor activities. Recent advancements in electric toothbrushes powered by batteries have continued to drive the expansion of the market. Improvements in battery technology have resulted in batteries that last longer and perform better, addressing past worries about having to replace batteries often. An example of this is that certain recent models provide a longer battery life, enabling them to be used for several months with just one set of batteries, therefore increasing their convenience and worth. Advanced brushing modes and functions, including timers and pressure sensors, are now being incorporated into electric toothbrushes, providing a more thorough and efficient brushing experience at a more affordable cost. Numerous companies have launched creative electric toothbrushes powered by batteries to meet the increasing needs of consumers. For instance, companies such as Colgate and Oral-B have introduced toothbrush models that blend cutting-edge brushing technology with the convenience of battery operation. The Battery-Powered Smart Electronic Toothbrush from Colgate includes a timer and a soft but efficient brushing motion, made to enhance oral health and ensure convenience. Similarly, Oral-B's electric toothbrushes with batteries provide various brushing modes and comfortable designs to improve user experience, eliminating the necessity of recharging.

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By End user

Based on End User, Female is capturing the largest share in Electric tooth brush market with 61% of share in 2023. This trend is mostly influenced by the increasing number of women working and having more money to spend on high-end skincare products. In 2021, the World Bank reported that women made up 50% of the global labor force, demonstrating a substantial economic impact and affecting consumer behavior. Women, who juggle work and personal obligations, place importance on practical and high-performing items such as electric toothbrushes for maintaining their oral health. Businesses have addressed this need by creating customized innovations. For example, Philips Sonicare and Oral-B have released electric toothbrushes tailored for women, including stylish designs, customizable brushing modes, and sensitivity settings. The "HealthyWhite+" toothbrush from Philips Sonicare provides women with a sensitive mode and advanced whitening features to meet their desire for effective cleaning and cosmetic advantages. Oral-B's "Genius X" incorporates artificial intelligence coaching to boost brushing skills, attracting female consumers who are tech-savvy. Moreover, items like the "Fairywill Electric Toothbrush" combine both visual appeal and top-notch performance at a more economical price, making them appealing to budget-conscious women who still value quality. The ongoing increase in female workforce participation and earnings is expected to strengthen their influence in the market, leading to the development of innovative products and tailored marketing approaches to meet their requirements and preferences. This tendency highlights how important women are in influencing the electric toothbrush market, as they are more and more interested in purchasing products that provide better oral care and ease of use.

Regional Analysis

North America dominate the electric tooth brush market with largest share revenue of 34% of share in 2023. This strong position is driven by a notable surge in personal spending in the area, as reported by the Bureau of Economic Analysis, resulting in a USD 42.2 billion increase, or 0.3%, by August 2021. This economic trend shows the increasing disposable income and purchasing ability of North American consumers, leading to a rise in demand for high-tech personal care items such as electric toothbrushes. The widening of retail outlets, such as grocery stores and drugstores in cities and countryside in the United States, has also helped boost market expansion by enhancing the availability of products. Top companies are leveraging this trend by using technological advancements and strategic growth. An example is the "Sonicare Diamond Clean Smart" by Philips Sonicare, which combines smart sensor technology to offer instant feedback and tailored guidance to improve users' brushing routines. The "iO Series" by Oral-B utilizes AI-powered brushing modes and instant feedback to enhance oral care routines. Furthermore, American corporations are dedicating resources to extend their distribution channels and incorporating their goods into different retail outlets, such as online and physical stores, in order to meet the varied demands of consumers in North America. This strategic plan, along with ongoing technological enhancements, is predicted to strengthen the electric toothbrush industry in North America, promoting continuous growth and solidifying the region's top spot in the worldwide market.

Asia Pacific is expected to have a substantial influence on the electric toothbrush market in 2023, with an estimated compound annual growth rate (CAGR) of 7.90%. The rapid expansion is mainly caused by the increasing popularity of online shopping platforms in the area, allowing for a more convenient way to purchase a variety of dental products, such as electric toothbrushes. With the rise of online shopping, customers are coming across and buying more sophisticated oral care products, driving up market demand. Moreover, local competitors are prioritizing innovation and improving their products in order to attract the increasing consumer demand. Panasonic and Colgate-Palmolive are at the forefront in developing innovative products designed to meet the specific preferences and requirements of local markets. An example of this is Panasonic's release of the "EW-DL83," a sophisticated model with high-frequency brushing technology and ergonomic design, specifically designed for the various dental care needs of Asian customers. However, Colgate-Palmolive has broadened its range by introducing the "Colgate Hum," a smart toothbrush that connects to an app to give individualized brushing tips and instant feedback. Focusing on technological progress and customization of products is essential for attracting and keeping customers in a fast-changing market.

KEY PLAYERS:

The Major Players are Procter & Gamble Company, Colgate-Palmolive Company, Panasonic Corporation, Koninklijke Philips N.V, Shenzhen Risun Technology Co. Ltd, Mouth Watchers, Conair Corporation, Quip Inc., Water Pik Inc, Kolibree SAS, Philips Sonicare. FOREO, Church and Dwight, JSB Healthcare, Panasonic, Oral - B and other players

Recent Developments

• In July 2023, Perfora, India's leading digital native oral care brand presents "the Aluminum Toothbrush Electric Handle" innovation in the field of oral hygiene. The toothbrush is made of 70 % less plastic than any other electric toothbrushes on the market, setting a new standard for sustainability and environmental consciousness.

• February 2023 – Etekcity, a popular brand of Vesync Co's, launched its multi-functional Sonic electric toothbrush, which provides high-quality AI-based features, equipped with five different brushing modes.

• In November 2022, Quip, a modern oral health provider, announces that it has launched its latest innovation, the first-ever Rechargeable Electric Toothbrush, an industry-disrupting toothbrush which will be charged up to three months.

• September 2022 – Oral B conducted a product campaign to feature its newly launched products regarding smart toothbrushes and regular oral routine tools.