Electric Toothbrush Market to Hit USD 8.4 Bn by 2033 (2024)

Introduction

The Global Electric Toothbrush Market is projected to grow from USD 3.8 billion in 2023 to approximately USD 8.4 billion by 2033, registering a robust compound annual growth rate (CAGR) of 8.2% over the forecast period from 2024 to 2033.

An electric toothbrush is a dental care device powered by an electric motor to facilitate automatic bristle movement, which may include oscillation, rotation, or sonic vibration. These toothbrushes are designed to enhance oral hygiene by providing superior plaque removal, gum health benefits, and convenience compared to manual toothbrushes. They often come equipped with advanced features such as pressure sensors, timers, and connectivity to mobile applications for tracking oral care routines.

The electric toothbrush market encompasses the global production, distribution, and sales of these advanced dental devices. It includes a diverse range of product categories, from basic battery-operated models to high-end rechargeable versions with sophisticated features. Key stakeholders in this market include manufacturers, retailers, healthcare providers, and consumers. The market is segmented by product type, technology, end-user demographics, and regional markets.

Several factors are driving the growth of the electric toothbrush market. Increasing awareness of oral health and its link to overall well-being is a primary growth driver. Additionally, advancements in dental technology, rising disposable incomes, and a growing preference for convenience-oriented products contribute to market expansion. Endorsements by dental professionals and a surge in preventive healthcare practices further boost adoption rates. The market also benefits from continuous innovation, such as the integration of smart technologies and eco-friendly materials.

The demand for electric toothbrushes is rising steadily, fueled by a combination of consumer awareness and product innovation. Urban populations in particular are showing a growing preference for these devices due to their ease of use and enhanced cleaning capabilities. The pediatric segment is also witnessing increased adoption, driven by designs tailored to children. Meanwhile, the aging population, which requires specialized dental care, represents a significant demand driver.

The electric toothbrush market presents multiple opportunities for growth. Emerging markets in Asia-Pacific, Latin America, and Africa offer significant potential due to increasing urbanization, rising disposable incomes, and heightened health awareness. Additionally, technological advancements such as AI integration for personalized oral care and subscription-based models for brush head replacements provide avenues for revenue growth. The market is also ripe for innovation in sustainable and biodegradable materials, aligning with the global push towards environmental sustainability.

Key Takeaways

• The electric toothbrush market was valued at USD 3.8 billion in 2023 and is projected to reach USD 8.4 billion by 2033, growing at a CAGR of 8.2% during the forecast period.
• Rechargeable electric toothbrushes led the market, accounting for 71.5% of the share, driven by their superior efficiency and eco-friendly attributes.
• Soft bristles dominated the segment with a 62.3% share, primarily due to their gentle care, which is particularly beneficial for sensitive gums.
• Sonic technology captured the largest share, representing 53% of the market, valued for its advanced cleaning performance and effectiveness in plaque removal.
• The adult segment was the largest, comprising 75.5% of the market, indicating a growing preference for sophisticated oral care solutions among this demographic.
• Europe emerged as the leading regional market, holding 34.5% of the global share, underpinned by heightened oral health awareness and higher disposable income levels.

Electric Toothbrush Statistics

• Electric toothbrushes can perform up to 30,000 strokes per minute, compared to 200 strokes per minute with manual brushes.
• Average electric toothbrushes operate at 2,500 to 7,000 strokes per minute.
• China and Japan hold 65% of the Asia-Pacific electric toothbrush market share.
• Battery-operated models account for 35% of the electric toothbrush market.
• Electric toothbrushes reduce plaque by 21% more than manual brushes over three months.
• Standard electric toothbrushes operate at frequencies of 200 to 400 Hz (24,000-48,000 movements per minute).
• Electric toothbrushes have an average lifespan of 3 to 5 years.
• Brush heads for electric toothbrushes should be replaced every 3 months.
• Smart electric toothbrushes with app connectivity represent 15% of the market.
• Children’s electric toothbrushes make up 25% of the market share.
• Consumers aged 25-45 have the highest adoption rate of electric toothbrushes.
• About 10% of high-end electric toothbrush models include UV sanitizing features.
• Over 90% of electric toothbrushes use lithium-ion batteries.
• The average weight of an electric toothbrush is 100-200 grams.
• 70% of electric toothbrush users brush twice daily consistently.
• 72% of children brush their teeth at least twice daily.
• 54% of children rinse their mouths daily.
• 50% of children floss once per day.
• Parents believe 49% of children eat too many sweets, affecting oral health.
• 46% of children do not floss regularly, according to parents.
• 43% of children do not brush as frequently as recommended.
• In 2023, 83% of adults visited the dentist for preventive care, up from 78% in 2022.
• Unexpected dental visits among adults dropped from 41% in 2022 to 36% in 2023.

Emerging Trends

• Integration of Smart Technologies: Manufacturers are embedding advanced features such as Bluetooth connectivity, artificial intelligence (AI), and app integration into electric toothbrushes. These innovations provide users with real-time feedback on brushing habits, personalized oral care recommendations, and enhanced user experiences. For instance, Philips introduced the Sonicare 9900 Prestige, an AI-powered toothbrush that offers tailored guidance to improve oral hygiene practices.
• Rising Consumer Awareness of Oral Health: There is a growing global emphasis on oral hygiene, leading to increased adoption of electric toothbrushes. Consumers are becoming more informed about the benefits of electric toothbrushes over manual ones, such as superior plaque removal and improved gum health. This shift is supported by studies indicating that electric toothbrushes can reduce plaque by 21% and gingivitis by 11% after three months of use compared to manual brushes.
• Expansion in Emerging Markets: Regions like Asia-Pacific are witnessing substantial growth in electric toothbrush adoption. Factors contributing to this trend include increasing disposable incomes, urbanization, and heightened awareness of dental health. China, for example, accounted for 41.9% of the Asia-Pacific electric toothbrush market in 2023, with expectations for continued growth.
• Sustainability and Eco-Friendly Designs: Environmental concerns are prompting manufacturers to develop eco-friendly electric toothbrushes. This includes the use of biodegradable materials, recyclable components, and designs that reduce electronic waste. Companies are also focusing on creating durable products with replaceable parts to extend the lifespan of toothbrushes and minimize environmental impact.
• Customization and Personalization: There is a growing demand for electric toothbrushes that cater to individual needs. Manufacturers are offering customizable features such as adjustable brushing modes, interchangeable brush heads for different dental conditions, and personalized settings to enhance user comfort and effectiveness. This trend aligns with the broader movement towards personalized healthcare solutions.

Top Use Cases

• Enhanced Plaque Removal and Gingivitis Reduction: Electric toothbrushes are more effective than manual brushes in removing plaque and reducing gingival inflammation. Studies indicate a 21% reduction in plaque and an 11% decrease in gingivitis after three months of use.
• Assistance for Individuals with Limited Mobility: For users with conditions like arthritis or developmental disabilities, electric toothbrushes simplify brushing by performing the cleaning action, thereby improving oral hygiene.
• Integration of Smart Technologies for Personalized Oral Care: Modern electric toothbrushes incorporate AI and Bluetooth connectivity, providing real-time feedback on brushing techniques. This personalization enhances user engagement and promotes better oral health practices.
• Support for Orthodontic Patients: Individuals with braces or other dental appliances benefit from electric toothbrushes’ superior cleaning capabilities, which effectively remove debris from hard-to-reach areas, reducing the risk of plaque accumulation and associated complications.
• Promotion of Consistent and Adequate Brushing Habits: Features like built-in timers and pressure sensors encourage users to brush for the recommended duration and apply appropriate pressure, fostering consistent and effective oral hygiene routines.

Major Challenges

• High Initial and Maintenance Costs: Electric toothbrushes are more expensive than manual ones, with additional recurring costs for replacement heads. This makes them less accessible for price-sensitive consumers.
• Environmental Concerns and E-Waste: The complex materials in electric toothbrushes, including plastics and electronic components, are difficult to recycle. This contributes to e-waste and raises concerns about environmental sustainability.
• Limited Accessibility in Emerging Markets: In many developing countries, electric toothbrushes face low adoption due to higher costs, limited product availability, and lack of consumer awareness.
• Durability and Repair Limitations: Electric toothbrushes often face issues like battery failures or mechanical breakdowns. Their sealed designs make repairs challenging, encouraging a replacement culture.
• Comfort and Usability Issues: Some users find the size, vibration, or noise of electric toothbrushes uncomfortable, which can discourage consistent use and limit their appeal to certain consumer groups.

Top Opportunities

• Rising Awareness of Oral Hygiene: Global initiatives emphasizing oral health have heightened consumer awareness, leading to increased adoption of advanced dental care products like electric toothbrushes. For instance, the World Health Organization reports that approximately 10% of the global population suffers from severe periodontal disease, underscoring the need for effective oral hygiene solutions.
• Technological Advancements and Smart Features: Innovations such as pressure sensors, built-in timers, and app connectivity enhance user experience and efficacy. The integration of artificial intelligence provides personalized feedback, improving brushing habits and overall dental health.
• Expansion into Emerging Markets: Developing regions present untapped potential due to increasing disposable incomes and growing health consciousness. Tailoring products to meet the specific needs and price points of these markets can drive substantial growth.
• Sustainability and Eco-Friendly Designs: Consumers are increasingly prioritizing environmentally friendly products. Developing electric toothbrushes with recyclable materials and sustainable packaging can attract eco-conscious buyers and differentiate products in a competitive market.
• Targeting Specific Demographics: Designing electric toothbrushes for children, the elderly, or individuals with specific dental conditions can cater to niche markets. Features like interactive apps for kids or ergonomic designs for seniors can enhance user engagement and satisfaction.

Key Player Analysis

• Koninklijke Philips N.V.: Headquartered in the Netherlands, Philips is a leading player in the electric toothbrush market, offering a range of products under the Sonicare brand. The company emphasizes technological innovation, integrating features like app connectivity and personalized coaching to enhance user experience. Philips reported revenues of €19.5 billion in 2023, with its Personal Health segment, which includes oral healthcare products, contributing significantly to this figure.
• Procter & Gamble Company: Through its Oral-B brand, Procter & Gamble offers a variety of electric toothbrushes known for their oscillating-rotating technology. The company focuses on integrating advanced features such as pressure sensors and multiple brushing modes. In 2023, Procter & Gamble’s Health Care segment, encompassing oral care products, generated net sales of $9.5 billion, reflecting the strong market presence of its oral care brands.
• Colgate-Palmolive Company: Colgate-Palmolive has expanded into the electric toothbrush market with its Colgate brand, offering products that combine affordability with innovative features like smart sensors and connectivity. The company’s oral care segment reported net sales of $7.8 billion in 2023, indicating a robust position in the global oral hygiene market.
• FOREO: A Swedish company specializing in beauty and wellness devices, FOREO has made a mark in the electric toothbrush market with its ISSA range. These toothbrushes utilize silicone bristles and sonic pulse technology, catering to consumers seeking innovative and hygienic oral care solutions. FOREO’s unique design and technology have garnered a significant consumer base, contributing to its estimated annual revenue of over $1 billion.
• Quip NYC Inc.: Based in the United States, Quip offers subscription-based electric toothbrush services, focusing on simplicity and affordability. The company’s business model includes delivering replacement brush heads and toothpaste to customers on a regular basis. Quip has attracted over 1 million subscribers, reflecting its successful penetration into the market through a direct-to-consumer approach.

Recent Developments

• In September 2024, Laifen, a leader in lifestyle-tech, revealed its latest personal care products at IFA Berlin. Highlights included the Laifen Wave Electric Toothbrush Titanium and two high-speed hair dryers: the SE 2 and the Mini. These products underscore Laifen’s commitment to cutting-edge technology and modern lifestyle enhancement.
• In 2024, Oclean launched the X Ultra series, featuring advanced AI technology. The lineup includes the Oclean X Ultra WiFi Smart Sonic Toothbrush and the X Lite Electric Toothbrush. With real-time AI voice guidance and bone conduction technology, users receive instant feedback to improve brushing habits.
• In December 2023, Brüush Oral Care Inc. and Arrive Technology Inc. announced a merger to develop Arrive’s AI-powered Mailbox-as-a-Service (MaaS) platform. The new entity, Arrive Technology Inc., will streamline autonomous delivery with seamless goods exchange between humans, robots, and drones.

Conclusion

The electric toothbrush market is poised for significant growth, driven by increasing consumer awareness of oral hygiene and the integration of advanced technologies. The shift towards personalized and efficient dental care solutions is evident, with innovations such as smart features and eco-friendly designs enhancing user experience and sustainability. As disposable incomes rise and health consciousness expands globally, particularly in emerging markets, the adoption of electric toothbrushes is expected to accelerate.

However, challenges such as higher costs and environmental concerns persist, necessitating strategic efforts from manufacturers to offer affordable, sustainable, and user-friendly products. The market’s future will likely be shaped by continuous innovation, targeted marketing strategies, and a focus on meeting diverse consumer needs across various demographics and regions.