Electric Toothbrush Market Sales Are Expected to Flourish at a CAGR of 8.20%

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Updated · Jul 12, 2023

Electric Toothbrush Market Sales Are Expected to Flourish at a CAGR of 8.20%

Market Overview

Published Via 11Press : As oral hygiene becomes increasingly important to consumers, the electric toothbrush market continues to experience substantial growth. The rising awareness about dental health and the increasing prevalence of dental problems are major factors driving the demand for electric toothbrushes. People are becoming more conscious about their oral care routine and are willing to invest in advanced products that can provide superior cleaning and prevent dental issues.

Electric Toothbrush Market size is expected to be worth around USD 7.67 Billion by 2032 from USD 3.56 Billion in 2022, growing at a CAGR of 8.20% during the forecast period from 2023 to 2032.

Another key driver for this market growth is the technological advancements in electric toothbrushes. Manufacturers are constantly introducing innovative features such as rechargeable batteries, pressure sensors, multiple brushing modes, and Bluetooth connectivity to enhance user experience and convenience. These developments have significantly improved the efficiency of electric toothbrushes compared to traditional manual brushes.

Moreover, the growing popularity of smart home devices has also contributed to the expansion of the electric toothbrush market. With smart features like timers, reminders, and personalized brushing feedback, these devices offer a convenient way for users to maintain good oral hygiene habits. As a result, more individuals are opting for electric toothbrushes over manual ones due to their effectiveness and ability to integrate with their digital lifestyles.

Key Takeaway

  • Estimations suggest the North American electric toothbrush market could reach USD 2.7 billion by 2021.
  • Over time, the Sonic Electronic Toothbrush market should reach USD $4,241.20 Million between 2022-2030.
  • The European electric toothbrush market was estimated at USD 1,743.4 million in 2021 and is expected to grow up to an estimated market size of USD 1,984.2 million by 2030.
  • Europe boasted the highest market share – more than 40% by 2021 – within this global industry.
  • Asia-Pacific is projected to experience a compound annual compound growth rate of 9.1% between 2022-2030.
  • Soft bristles will likely experience compound annual growth rates between 2022-2030 of 7.8% compound annually.
  • From 2022-2030, side-to-side sonar devices are expected to experience compound annual compounded annual growth at 8.4% annually.

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Regional Snapshot

  • North America: North American’s electronic toothbrush market has matured and become highly competitive over time, as demand continues to surge for these innovative tools. United States and Canada are two primary markets of this region for dental products and services, where increasing awareness about maintaining healthy mouths as well as access to cutting-edge dental solutions is driving market expansion.
  • Europe: Europe is an important market for electric toothbrushes, including Germany and Italy as top purchasers, United Kingdom France Italy as leading buyers. This area boasts high levels of dental health awareness as well as strong interest in innovative dental technologies. Oral-B, Philips Sonicare, Colgate-Palmolive and FOREO are among Europe’s major players and should not be discounted from consideration as key competitors in any competitive situation.
  • Asia Pacific: The market for electronic toothbrushes within Asia Pacific has experienced fast expansion due to a rise in disposable income, greater awareness about oral health concerns, and use of cutting edge oral care equipment. China, Japan, South Korea and India represent key regions in this market for this market segment. International and local manufacturers both hold significant presences within Asia’s market. Attracting global attention are the likes of Philips Sonicare, Oral-B, Panasonic and JSB Healthcare – among many others.
  • Latin America: Latin America is experiencing rapid development for electronic toothbrushes. Brazil, Mexico and Argentina are three leading players in this region’s growing market for these toothbrushes; advancement in health infrastructure as well as rising disposable incomes have played a role in expanding it further. Latin America has several key players such as Oral-B, Colgate-Palmolive and Philips Sonicare who are considered important.
  • Middle East and Africa: Electric toothbrush sales across Africa, the Middle East and Africa is gradually rising. Countries such as United Arab Emirates, Saudi Arabia and South Africa have witnessed growing interest for electronic toothbrushes. Market growth is driven by improvements to dental healthcare infrastructure as well as by raising awareness of oral hygiene practices.


  • Growing Oral Health Awareness: Increasing awareness about oral hygiene and the importance of maintaining dental health is a major driver for the electric toothbrush market. Consumers are becoming more conscious about preventing oral diseases and are willing to invest in advanced dental care products.
  • Technological Advancements: Continuous advancements in electric toothbrush technology, such as improved bristle design, pressure sensors, timers, and smart connectivity features, are driving market growth. These innovations enhance the overall brushing experience and encourage consumers to switch to electric toothbrushes.
  • Convenience and Efficiency: Electric toothbrushes offer convenience and efficiency compared to manual toothbrushes. The automated brushing action and various modes cater to different oral care needs, providing a more effective and thorough cleaning experience. This convenience factor drives consumers to opt for electric toothbrushes.


  • High Cost: Electric toothbrushes are generally more expensive than manual toothbrushes, which can be a restraining factor for price-sensitive consumers. The initial investment cost and the recurring cost of replacing brush heads can deter some potential buyers.
  • Limited Battery Life: The battery life of electric toothbrushes may be a limitation for some users. Although most electric toothbrushes can last for several days on a single charge, frequent travelers or those without easy access to charging outlets may find this aspect inconvenient.


  • Emerging Markets: There is a significant opportunity for market growth in emerging economies where dental care awareness and disposable incomes are increasing. These regions offer untapped market potential for electric toothbrush manufacturers to expand their presence and cater to the growing demand.
  • Product Innovation: Continued innovation in electric toothbrush technology can unlock new opportunities. Companies can focus on developing eco-friendly toothbrushes, incorporating artificial intelligence for personalized oral care, or integrating features like built-in sensors and monitors for dental health tracking.

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  • Competition from Manual Toothbrushes: Manual toothbrushes still dominate the market due to their affordability and widespread availability. Convincing consumers to switch from manual to electric toothbrushes remains a challenge, particularly in price-sensitive markets.
  • Consumer Education: Many consumers may lack awareness or understanding of the benefits and proper usage of electric toothbrushes. Educating consumers about the advantages, brushing techniques, and maintenance requirements of electric toothbrushes can be a challenge for manufacturers and marketers.
  • Product Differentiation: With several brands and models available in the market, achieving product differentiation becomes crucial. Manufacturers need to focus on unique features, design aesthetics, and branding strategies to stand out among competitors and capture consumer attention.

Market Players

  • Koninklijke Philips N.V.
  • Colgate-Palmolive Company
  • Procter & Gamble Company
  • Quip NYC Inc.
  • Water Pik Inc.
  • JSB Wellness
  • Lion Corporation
  • Shenzhen Risun Technology Co. Ltd.
  • Perrigo Company plc
  • Den-Mat Holdings LLC
  • Other Key Players

Market Segmentation

Based on Type

  • Rechargeable
  • Battery

Based on Bristle

  • Soft Bristles
  • Nanometer Bristles

Based on Technology

  • Sonic
  • Rotation

Based on Distribution Channel

  • Supermarkets Or Hypermarkets
  • Pharmacy Or Drug Stores
  • Online Retail Stores,
  • Other Channels

Based on End-User

  • Adult
  • Children

Top Impacting Factors

  • Oral Health Awareness: The level of oral health awareness among consumers plays a crucial role in driving the demand for electric toothbrushes. Increased awareness about oral hygiene, the importance of maintaining dental health, and the prevention of oral diseases contribute to the market’s growth.
  • Consumer Preferences and Lifestyle Changes: Changing consumer preferences and lifestyles also impact the electric toothbrush market. Consumers today seek convenience, efficiency, and personalized oral care solutions. Electric toothbrushes with multiple brushing modes, customizable settings, and user-friendly features cater to these preferences and drive market growth.
  • Disposable Income and Affordability: Disposable income levels and affordability influence consumer purchasing decisions. Electric toothbrushes are generally priced higher than manual toothbrushes, and the cost of replacing brush heads is an ongoing expense. Higher disposable incomes enable consumers to invest in premium electric toothbrushes, positively impacting the market.
  • Distribution Channels and Retail Presence: The availability and accessibility of electric toothbrushes through various distribution channels significantly affect market growth. Strong retail presence, including pharmacies, supermarkets, specialty stores, and online platforms, helps reach a wider consumer base and increases product visibility.

Recent Developments

  • In March 2021, Philips and Colgate-Palmolive began a long-term partnership to provide people in Latin America with the advantages of electric toothbrushes for oral hygiene.
  • In September 2022, FOREO unveiled its ultra-hygienic silicone sonic toothbrush, IISA 3. The manufacturer claimed that this product has been clinically shown to enhance overall dental health and reduce gingivitis.

Report Scope

Report Attribute Details
The market size value in 2022 USD 3.56 Bn 
Revenue Forecast by 2032 USD 7.67 Bn
Growth Rate CAGR Of 8.20%
Regions Covered North America, Europe, Asia Pacific, Latin America, and Middle East & Africa, and Rest of the World
Historical Years 2017-2022
Base Year 2022
Estimated Year 2023
Short-Term Projection Year 2028
Long-Term Projected Year 2032

Frequently Asked Questions 

Q: What is an Electric Toothbrush Market?

A: An electric toothbrush is a device used for oral hygiene that uses electrical power to move the bristles and provide automated brushing. It typically operates on rechargeable batteries and may offer features like timers, pressure sensors, multiple brushing modes, and smart connectivity.

Q: What is the current size of the Electric Toothbrush Market?

A: The Global Electric Toothbrush Market size is USD 3.56 Bn in 2022.

Q: What is the projected growth rate for Electric Toothbrush Market?

A: The Electric Toothbrush Market is expected to grow at a CAGR of 8.20% from 2023 to 2032.

Q: Where can I buy an Electric Toothbrush Market?

A: Electric toothbrushes can be purchased from various sources, including pharmacies, supermarkets, specialty stores, and online retailers. Many dental care product manufacturers also sell their electric toothbrushes directly through their websites.


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