Global demand for an electric toothbrushes is expected to register a CAGR of 7.8% by garnering a market value of USD 9.8 billion by 2033. The market is currently estimated to hold a value of USD 4.6 billion in 2023. The growth of the market can be attributed to:
The increasing importance of health and maintaining clean hygiene is leading to the wide adoption of electric toothbrushes. Furthermore, electric toothbrushes are offering real-time insights and help users clean their teeth properly.
| Attribute | Details |
|---|---|
| Estimated Electric Toothbrush Market Size 2023 | USD 4.6 billion |
| Projected Electric Toothbrush (2033) Market Size | USD 9.8 billion |
| Value CAGR (2023 to 2033) | 7.8% |
| Electric Toothbrush Market Top Players' Share in 2023 | 15% to 20% |
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Electric toothbrushes’ ability to maintain oral hygiene and clean tongue, teeth, and gums is making them instantly popular in the market among all age groups. As the electric toothbrush is technologically sound, it easily cleans the mouth without much human intervention. This has led to the increasing popularity of electric toothbrushes. In addition, the usage of the electric toothbrush is helping in the reduction of tooth decaying and retaining gum health.
Despite the rising popularity of electric toothbrushes, it is yet to penetrate the market extensively due to a lack of awareness of the need and the benefits of electric toothbrushes. Coupled with the fact that the product is often priced at a higher point than regular toothbrushes, gaining traction in developing markets could prove to be difficult.
Unlike a regular toothbrush that can easily be thrown out or replaced, electric toothbrushes warrant significant maintenance costs. Consumers when required to spend additional cost on a high-priced product for battery/electricity might prefer product alternatives. The maintenance of the delicate electric circuit of toothbrushes can prove quite tedious for consumers. After shelling out higher than normal for an electric toothbrush, consumers might not want to pay even more for its replacement services.
North America is expected to be the leading contributor to the electric toothbrush market. This is owing to the growing inclination of users to invest in electric products and appliances. Furthermore, the strong presence of established players in the region is further advancing the growth of the market. In addition, manufacturers are focusing on implementing various promotional as well as advertisement strategies. This, in turn, is boosting the market in the USA.
The growing demand for oral care products is motivating manufacturers to invest in research and development to develop technologically advanced products. The rechargeable aspect of an electric toothbrush offers longevity and durability. Thus, the long-lasting nature of electric toothbrushes is favoring the growth of the market. The penetration of electric toothbrush start-ups too is changing the landscape of the market.
Awareness Programmes: The American Dental Association (ADA) conducts a National Children’s Dental Health Month (NCDHM) campaign every year. This is aimed at increasing awareness regarding oral hygiene among children with the help of dental professionals. The rise in awareness levels related to oral health is anticipated to fuel the market. Continued efforts to improve awareness levels among the global population are another key factor driving the market growth.
High Prevalence of Oral Diseases: This is anticipated to increase the importance of good oral health, thereby fueling product demand. The surge in healthcare spending is anticipated to propel product sales.
Adoption of Latest Innovation by Key Players: Prominent players operating in the global market are focusing on product availability, product differentiation, promotional activities, and other strategies. These are aimed at expanding their business through broader landscapes. Moreover, players are implementing the usage of high-tech materials and technology that is likely to expand the customer base even further.
Future Market Insights predict a comparison and review analysis of the dynamics of the electric toothbrush market, which is principally subjected to an array of industry factors along with a few definite influences concerning viewpoints that support industry innovation. Key new advances that have taken place in the market include manufacturers producing a variety of products such as battery-powered and rechargeable toothbrushes.
Key reasons for this change in growth rate are attributed to the steady uptake of the market during the first half of the forecast period, owed to increasing disposable income and the technologically embedded toothbrush offers longer use time along with better cleansing properties that help cleanse dental plaque much better than the manual treatments.
The excessive removal of tartar is another factor leading to the increased adoption of such automatic toothbrushes by consumers. In 2021, Koninklijke Philips N.V. launched the Philips Sonicare 9900 Prestige, which is integrated with AI technology and can detect when a user forgets to brush their molars in response, with the help of the Philips Sonicare App, it makes the user aware of it and advises to brush there.
Key Market Restraints in 2023:
Despite these prospects, a few of the challenges faced by the industry include the redundancy of electronics and parts in case of the discontinuation of a product and the rising customer preference for advanced oral hygiene products.
Between 2017 and 2022, the market grew at a CAGR of 7.3%, to attain a valuation of USD 4.3 billion in 2022.
The increment in growth rate during the current forecast period can be attributed to a plethora of factors.
Short Term (2023 to 2026): The increased awareness of oral hygiene at all times and its importance in living a healthy life is leading to a change. The preference of customers is shifting from conventional oral care products to contemporary oral care products such as electric toothbrushes.
Currently, the demand for electric toothbrushes is rising amongst those with bad tooth alignment, dental cavities, fillings, and braces. These are also widely recommended by dentists to those who need additional oral hygiene care. Modern food habits and consumption of sugary acidic substances have increased consumer demand for efficient oral care products globally.
Medium Term (2026 to 2029): In the technologically embedded toothbrush offers longer use time along with better cleansing properties that help cleanse dental plaque much better than manual treatments. The excessive removal of tartar is another factor that could lead to the increased adoption of such automatic toothbrushes by consumers.
Owing to a busy lifestyle, consumers are unable to spend a lot of time using manual toothbrushes. Electric toothbrushes promise them good oral hygiene in half the time. Additionally, innovations such as attachment switches and universal sizes are propelled to drive product adoption during this phase.
Long Term (2029 to 2033): In the long run, the growing market for oral care products is expected to push manufacturers to offer more variety of products. These could include diverse variants of battery-powered and rechargeable toothbrushes.
Modern technologies could have the capability of rotating, exceeding the current 7,000-30,000 strokes per minute, whereas the manual toothbrush can only complete 300-400 strokes per minute.
During the current forecast period, the market is projected to grow at a CAGR of 7.8%.
Oral complications such as gingivitis and periodontal diseases have posed a burden in many countries. These result in pain, discomfort, disfigurement, and even death. According to the World Health Organization (WHO), around 10% of the global population is affected due to severe periodontal (gum) disease that can result in tooth loss.
An increase in dental diseases in all age groups is compelling a substantial population to switch to better oral care products. The benefits offered by electric toothbrush is helping customers to cure or prevent the ramifications of such diseases. This has, in turn, increased the volume of sales contributing towards market growth.
key players are strategically focusing on dynamic markets in North America and Europe. Besides, the upsurge in the concentration of technology assessment as a developmental strategy is partaking in emerging and developed regions of the world. The regional population in such areas is adapting to electric toothbrushes with great enthusiasm and this provides an opportunity for the players in the market.
North America is expected to remain one of the key markets in 2023 owing to the presence of key manufacturers of electric toothbrushes in the region. To grab a considerable share in the potential market, manufacturers are implementing various promotional as well as advertisement strategies, thus, boosting the market in the USA.
During the forecast period, the USA market is projected to grow at a CAGR of 6.3%. The market is expected to reach a valuation of USD 2.7 billion by 2033.
Electric toothbrush sales in East Asia are expected to register a significant CAGR from 2023 to 2033, with China being the leading revenue contributor to the market in the region. The highly developed manufacturing industry on top of the high availability of raw materials is the main contributing factor towards the market growth in the region.
The China market is anticipated to grow at a CAGR of 10.7% between 2023 and 2033.
The United Arab Emirates is a highly lucrative market for the electric toothbrush industry since the country has an extensive habit of chewing khat and this leads to problems related to oral and dental conditions such as keratotic white lesions, mucosal pigmentation, periodontal disease, tooth loss, etc. Thus, the growing dental concerns among individuals in the region are likely to help them to shift towards the adoption of the electric toothbrush and create new growth opportunities for the market.
| Region | North America |
|---|---|
| Country | United States of America |
| CAGR | 6.3% |
| Market Value (2033) | USD 2.7 billion |
| Region | Europe |
|---|---|
| Country | United Kingdom |
| CAGR | 6.5% |
| Market Value (2033) | USD 511.1 million |
| Region | Asia Pacific |
|---|---|
| Country | China |
| CAGR | 10.7% |
| Market Value (2033) | USD 919.4 million |
| Region | Asia Pacific |
|---|---|
| Country | India |
| CAGR | 6.20% |
| Market Value (2033) | USD 92.2 million |
| Region | Asia Pacific |
|---|---|
| Country | Japan |
| CAGR | 10.60% |
| Market Value (2033) | USD 608.1 million |
In terms of product type, the rechargeable toothbrush is likely to hold a notable share. This can be attributed to the rise in customers opting for efficient electric products. These offer better outcomes over battery-powered products that provide low capacity and less power compared to the former one.
Between 2023 and 2033, the rechargeable product type segment is projected to grow at a CAGR of 6.6%.
In terms of price, the economy price electric toothbrush holds a considerable amount of share the market. The rough competition in the market has compelled manufacturers to offer high-end products with low price tags. With such prices, customers can buy a budget-friendly electric toothbrush. These offer the same features similar to that of premium-priced products and hence, the significant shift of customers to economically priced products.
Based on head movement, rotation/oscillation electric toothbrush holds the maximum share in the market. The smaller size of such toothbrushes to the conventional toothbrush provides the ability to clean individual teeth at a time. Moreover, the unique design enables the user to move the toothbrush smoothly in every direction. Thus, this segment has gained a substantial customer base leading to market growth.
In terms of sales channels, hypermarkets/supermarkets are still a prominent segment, accounting for a notable share in 2023. The visibility and availability of products in such superstores are better as compared to other sales channels. Moreover, the significant increase in hypermarkets/supermarkets across different landscapes has led to consumers’ shift towards them. This has led to a noteworthy market share of the segment over other sales channels.
During the forecast period, the hypermarket/supermarket in the sales channel segment is anticipated to grow at a CAGR of 7.5%.
Prominent players operating in the global market are focusing on product availability, product differentiation, promotional activities, and other strategies to expand their business through broader landscapes.
Globally, key players are investing heavily in research and development. This is projected to lead to the development of innovative variants that are not only affordable but also easier to maintain. This can effectively contain the current market deterrents and foster steady market progress.
Leading Startups to Lookout For
SURI:
| Start-up Company | SURI |
|---|---|
| Country | United Kingdom |
| Description | SURI is a London-based startup that stands for Sustainable Rituals. Their innovative electric toothbrushes’ body is crafted from recyclable aluminum. The plastic heads are plant-based and can be recycled or industrially composted. The embedded electric parts can be easily repaired or replaced. |
Quip:
| Start-up Company | Quip |
|---|---|
| Country | United States of America |
| Description | Quip is a startup that aims to make oral care affordable, accessible, and efficient. The startup supplies its subscribers with oral care supplies every three months, worldwide. It also provides users, with free dental care advice. It is also currently developing an online platform where users can seamlessly connect with dental care professionals. |
Xiaomi Corporation:
| Company | Xiaomi Corporation |
|---|---|
| Details | Xiaomi Corporation is an internet company founded in 2010. It is a prominent manufacturer of smartphones and smart hardware. |
| Recent Developments | In June 2020, Xiaomi launched the T100 electric toothbrush series in India. The product comes with 30 days of battery life. It has low noise properties as well as a glossy design. It has an in-built rechargeable Li-ion battery that can be charged using a micro USB port. |
Koninklijke Philips N.V. :
| Company | Koninklijke Philips N.V. |
|---|---|
| Details | Philips is a pioneer in driving health and wellness innovations. The company has several initiatives focusing on serving underdeveloped territories. |
| Recent Developments |
In March 2021, Philips and Colgate announced a collaboration that aims to widen awareness of the oral benefits of an electric toothbrush. Currently, the focus of this venture is on the South American market. In 2021, Koninklijke Philips N.V. launched the Philips Sonicare 9900 Prestige. This product uses advanced Artificial Intelligence technology. It can easily detect the brushing pattern to warn the user of missed spots. The product can be sued in integration with the Philips Sonicare App. |
Colgate Palmolive Company:
| Company | Colgate Palmolive Company |
|---|---|
| Details | Colgate Palmolive Company is a leading global retail products company, specializing in oral care, personal care, home care, and pet nutrition. The company has expanded its presence to over 200 countries. |
| Recent Developments | The Colgate Palmolive company has bolstered its research and development investment from USD 276 million in 2018 to USD 280 million in 2019. |
Goldman, Sachs & Co:
| Company | Goldman, Sachs & Co |
|---|---|
| Details | Goldman, Sachs & Co Goldman Sachs, founded in 1869, is one of the top global investment banking, securities, and investment management firm. It has its headquarters in New York, and has a presence across all the key financial centers, globally. |
| Recent Developments | In May 2020, Goldman Sachs announced that it shall be investing in an innovative electric toothbrush. The product is named Burst Oral Care. |
The global electric toothbrush market value could be nearly USD 4.6 billion in 2023.
The United States market is projected to retain its dominance, growing at 6.3% CAGR through 2033.
Panasonic, Colgate-Palmolive, and Procter & Gamble are the leading suppliers of electric toothbrushes.
Rechargeable electric toothbrush creates more than 70% sales and could register a 6.6% CAGR through 2033.
The United Kingdom achieves higher sales of electric toothbrushes, and it could surge at 6.5% CAGR by 2033.
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Electric Toothbrush Market
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