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Electric Toothbrush Market

Electric Toothbrush Market

Electric Toothbrush Market

Electric Toothbrush Market by Product Type (Rechargeable and Battery Powered), Price (Economy, Mid-Range, and Premium), Head Movement (Rotation/Oscillation and Sonic/Side-by-Side), Sales Channel (Hypermarket/Supermarket, Specialty Stores, Drug Stores & Pharmacies, Convenience Stores, Online Retailers, and Other Sales Channels) & Region - Forecast to 2013–2027

Electric Toothbrush Market - Overview

[300 pages Report]  The electric toothbrush market is estimated at US$ 4.3 Bn in 2022 and is projected to reach US$ 6.1 Bn by 2027, at a CAGR of 7.4% from 2022 to 2027. Share of electric toothbrush market in its parent market (oral care market) is close to ~3.0%.



Estimated Electric Toothbrush Market Size 2022

US$ 4.3 Bn

Projected Electric Toothbrush (2027) Market Size

US$ 6.1 Bn

Value CAGR (2022-2027)


Electric Toothbrush Market Top Players Share in 2021


Key Points Covered in Electric Toothbrush Market Survey

  • Market estimates and forecast 2013-2027
  • Key drivers and restraints impacting market growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Electric Toothbrush Market and How to Navigate
  • Recommendation on Key Winning Strategies

2013-2021 Global Electric Toothbrush Market Outlook Compared to 2022-2027 Forecast

The increasing prevalence of dental diseases is the main cause that is resulting in higher adoption of dental care products by the consumers. The increased awareness of oral hygiene at all times and its importance in living a healthy life is leading to change in preference of customers from conventional oral care products to contemporary oral care products such as electric toothbrush.

The technologically embedded toothbrush offers longer use time along with better cleansing properties that helps 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 toothbrush by the consumers.

The growing market for oral care products has pushed manufacturers to offer more variety of products such as battery powered and rechargeable toothbrush. The technologies have the capability of rotating at 7,000-30,000 strokes per minute, whereas the manual toothbrush can complete 300-400 strokes per minute. Factors as such are appealing to the customers, alternatively, leading to higher number of customers’ preferring electric toothbrush over the conventional oral care methods.

How is Rising Incidence of Oral Diseases Driving the Electric Toothbrush Market?

Oral complications such as gingivitis and periodontal diseases have posed a major burden throughout many countries that result in causing pain, discomfort, disfigurement and even death. According to World Health Organization (WHO), around 10% of the global population is affected due to severe periodontal (gum) disease that can result in tooth loss.

The increasing number of such dental diseases in all age groups is compelling a high number of the 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 and in turn, the increased volume of sales is contributing towards the market growth.

How is Growing Acceptance from all Demographics Boosting the Market?

A considerable number of key players are strategically focusing on dynamic markets of North America and Europe. Besides, the upsurge in the concentration of technology assessment as a developmental strategy is partaking in most of the regions of the world. The regional population in such areas is adapting to electric toothbrushes with great enthusiasm and provides an opportunity for the players in the market.

Country-wise Insights

How are Intensive Promotional Activities in the U.S. Fueling the Market?

North America is expected to remain one of the key markets. Accounting for a majority, the U.S. held the largest market share in 2021 owing to the presence of key manufacturers of electric toothbrush in the country. In order to grab a considerable share in the potential market, these manufacturers are implementing various promotional as well as advertisement strategies, thus, boosting the market in the U.S. region.

Will China’s Demand for Electric Toothbrush Continue to Grow?  

Electric toothbrush sales in East Asia are expected to register a significant CAGR from 2022 to 2027, with China being the largest revenue contributor to the market in the region. The highly developed manufacturing industry on top of high availability of raw materials is the main contributing factor towards the market growth in the region.

What Strategies will the Players use to Promote Electric Toothbrush in UAE?

UAE is a highly lucrative market for the electric toothbrush industry owing to the fact that 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 electric toothbrush and create new growth opportunities for the market.

Category-wise Insights

Which Product Type is expected to dominate the Electric Toothbrush Market?

In terms of product type, rechargeable toothbrush is likely to hold a notable share, attributing to the rise in the number of customers opting for efficient electric products that offer better outcome over the battery-powered products that provide low capacity and less power compared to the former one.

What is the Preferred Price Range by the Customers?       

In terms of price, economy price electric toothbrush holds a considerable amount of share in the market. The rough competition in the market has compelled manufacturers to offer high-end products with low price tags. With such prices the customers are able to buy budget-friendly electric toothbrush that offer the same features similar to that of premium priced products and hence, the significant shift of customers to economically priced products.

How is Rotation/Oscillation Toothbrush Contributing towards the Market Growth?

On the basis of 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 providing better cleaning of plaque on teeth. Moreover, the unique design enables user to move the toothbrush smoothly in every direction and thus, has significantly gained a substantial customer base leading to market growth.

Why are Hypermarkets/Supermarkets Preferred by the Consumers?

In terms of sales channels, hypermarkets/supermarkets is still a prominent segment, accounting for a notable share in 2021. The visibility and availability of products in such superstores is better as compared to other sales channels. Moreover, the significant increase in number of hypermarkets/supermarkets across different landscapes has led to consumers’ shift towards it, leading to a noteworthy market share over other sales channels.

Competitive Landscape

Prominent players operating in the global market are focusing on product availability, product differentiation, promotional activities, and other strategies in order to expand 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.

For instance:

  • In 2021, Koninklijke Philips N.V. launched Philips Sonicare 9900 Prestige, that is integrated with AI technology and can detect when a user forget to brush their molars and in response, with the help of Philips Sonicare App, it makes the user aware of it and advises to brush there.

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania, and MEA.

Key Countries Covered

US, Canada, Germany, U.K., France, Italy, Spain, Russia, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, GCC Countries, Turkey, Northern Africa, and South Africa.

Key Segments Covered

Product Type, Price, Head Movement, Sales Channel, and Region

Key Companies Profiled

  • Panasonic Corporation
  • Colgate-Palmolive Company
  • The Procter & Gamble Company
  • Church & Dwight Co., Inc.
  • JSB Healthcare
  • Koninklijke Philips N.V.
  • Omron Healthcare, Inc.
  • FOREO Company
  • Wellness Oral Care Company
  • Fairywill Company
  • Lion Corporation
  • Conair Corporation (Interplak)
  • SEASTAR Corporation
  • Smilex Company
  • Kolibree Company
  • Rotadent Company
  • Shenzhen Risun Technology Co., Ltd.
  • Ningbo Seago Electric Co, Ltd.
  • Dretec Co., Ltd.
  • Brush Buddies Company
  • SONIC Chic Company

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

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Global Electric Toothbrush Market by Category

By Product Type:

  • Rechargeable
  • Battery Powered

 By Head Movement:

  • Sonic/Side-By-Side
  • Rotation/Oscillation

By Price:

  • Economy
  • Mid-Range
  • Premium

By Sales Channel:

  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Drug Stores & Pharmacies
  • Convenience Stores
  • Online Retailers
  • Other Sales Channels

By Region:

  • North America
  • Latin America
  • Europe
  • South Asia
  • East Asia
  • Oceania
  • Middle East & Africa

Key Questions Answered in the Report

What is the current electric toothbrush market value?

The global electric toothbrush market reached a valuation of US$ 4.0 Bn in 2021
The global electric toothbrush market grew at a 6.8% CAGR between 2013 and 2021.
Leading players operating in the global electric toothbrush market comprise Panasonic Corporation, Colgate-Palmolive Company, The Procter & Gamble Company, Church & Dwight Co., Inc., JSB Healthcare, and Koninklijke Philips N.V. among others.
The South Asia electric toothbrush market is projected to grow at an 9.6% CAGR over the forecast period.
The Latin America electric toothbrush market is anticipated to expand at an 8.2% CAGR over the forecast period.

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