The global electric toothbrush market revenue was valued at USD 4.1 billion in 2024. It is estimated to reach USD 8.17 billion by 2033, growing at a CAGR of 7.97% during the forecast period (2025–2033). The global electric toothbrush market is driven by increasing awareness of oral health and hygiene, technological advancements in toothbrushes, and a rise in disposable incomes. Moreover, the rising demand for smart electric toothbrushes with Bluetooth connectivity and pressure sensors is also significantly contributing to market growth.
An electric toothbrush is a dental care device powered by electricity or batteries, designed to automate the brushing process. It features a motor that moves the brush head in rapid, oscillating, or vibrating motions, providing a more effective clean compared to manual brushing.
The brush typically has built-in timers to ensure optimal brushing duration and pressure sensors to prevent damage to gums and enamel. Electric toothbrushes often come with replaceable heads and can offer various brushing modes, such as for sensitive teeth or gum care, making them a popular choice for improving oral hygiene.
The increasing awareness regarding oral health and hygiene is a significant driver of the electric toothbrush market. According to the World Health Organization (WHO), nearly 3.5 billion people are affected by oral diseases globally, with untreated dental caries (tooth decay) being the most common condition.
As people become more aware of the importance of oral hygiene in preventing dental issues, there is a growing demand for advanced dental care products, including electric toothbrushes. These devices are proven to be more effective at removing plaque, reducing gingivitis, and preventing gum diseases than manual brushes, thus driving their adoption.
Despite their benefits, the high cost of electric toothbrushes compared to manual brushes is a significant barrier to market growth, especially in developing countries. The average price of an electric toothbrush ranges from USD 30 to USD 200, depending on the features and brand. This high price point makes it less accessible to price-sensitive consumers in emerging markets.
Furthermore, the lack of awareness and distribution channels in rural areas also limits the adoption of these devices. According to a study by the International Dental Health Foundation, only 25% of adults in low-income regions consider electric toothbrushes as a viable option due to their cost constraints. This pricing issue continues to be a restraint, impacting the market's potential expansion.
Over the past few years, there has been a growing trend toward sustainability in the consumer goods market, which is creating significant opportunities for electric toothbrush manufacturers. With rising environmental awareness, consumers are looking for eco-friendly and recyclable products.
Companies are responding by introducing electric toothbrushes with replaceable heads, biodegradable components, and recyclable packaging. For instance, Oral-B has launched the CLIC toothbrush, which uses a replaceable head system to reduce plastic waste. This focus on sustainability not only appeals to environmentally conscious consumers but also aligns with global sustainability goals, creating new growth opportunities in the electric toothbrush market.
The global electric toothbrush market is divided into rechargeable and battery-powered electric toothbrushes.
Battery-powered electric toothbrushes are popular due to their affordability and ease of use. These toothbrushes offer a convenient solution for users who prefer a cost-effective option without sacrificing efficiency. The segment's growth is driven by their portability, making them ideal for travel and everyday use without frequent recharging.
The global electric toothbrush market is bifurcated into soft and nanometer.
The soft bristle segment in electric toothbrushes is designed to offer a gentle yet effective brushing experience, making it suitable for users with sensitive teeth or gums. These bristles minimize the risk of enamel erosion and gum damage, promoting overall oral health. This segment's popularity is growing among consumers focused on preventive care.
The global electric toothbrush market is segmented into rotation/oscillation and sonic/side-by-side.
Sonic/ side-by-side electric toothbrushes utilize high-speed vibrations to create dynamic cleaning action that effectively dislodges plaque and food particles. This technology ensures thorough cleaning, even in hard-to-reach areas, making them a preferred choice for consumers seeking enhanced oral hygiene. Their gentle yet efficient cleaning is also suitable for sensitive gums.
The global electric toothbrush market is divided into children and adults.
The children's segment in the electric toothbrush market is expanding as parents increasingly emphasize early oral hygiene habits. Electric toothbrushes designed for children often include engaging features like colorful designs and interactive elements to make brushing fun, encouraging regular use. This focus helps build lifelong dental care routines from a young age.
the global electric toothbrush market is bifurcated into online retail, supermarkets/hypermarkets, pharmacies/drug stores, specialty stores, and others.
Supermarkets and hypermarkets are significant distribution channels for electric toothbrushes, offering a wide variety of brands and models under one roof. Consumers prefer these outlets due to their convenience, product availability, and the ability to compare prices directly. This segment's growth is supported by increasing consumer preference for in-store purchases.
North America holds a dominant position in the global electric toothbrush market. The high adoption rate in this region is primarily due to increased awareness of oral hygiene and the presence of major industry players like Procter & Gamble (Oral-B) and Colgate-Palmolive. Additionally, the Centers for Disease Control and Prevention (CDC) reports that nearly 47.2% of adults aged 30 years and older in the U.S. have some form of periodontal disease.
This growing prevalence of oral health issues is pushing consumers to switch from manual to electric toothbrushes, which are proven to be more effective in preventing and managing gum diseases. Furthermore, the region has the highest dental expenditure globally. According to the American Dental Association (ADA), the annual dental spending in the U.S. reached approximately USD 142.4 billion in 2022. This high spending reflects the region's emphasis on oral care, significantly driving the demand for electric toothbrushes as consumers are more willing to invest in advanced dental hygiene products.
Europe is a significant market for electric toothbrushes, driven by high consumer awareness about oral hygiene and advanced dental care practices. The region held a substantial share of the global market, with Germany, the UK, and France leading in adoption rates. According to the European Federation of Periodontology, around 50% of the adult population in Europe suffers from some form of gum disease, highlighting the need for effective oral care solutions.
Additionally, the rising demand for innovative products like sonic and AI-enabled electric toothbrushes has further boosted market growth in the region. For instance, Philips Sonicare and Oral-B dominate the European market with a range of technologically advanced products. Furthermore, increasing dental expenditure in countries like Germany—where annual per capita spending on dental care exceeds €250—drives consumer investment in electric toothbrushes, supporting the market's expansion.
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