Electric Toothbrush Market Analysis

Global Electric Toothbrush Market Overview

Electric Toothbrush Market Size was valued at USD 3,657 million in 2021. The Electric Toothbrush market industry is projected to grow from USD 3,990 million in 2022 to USD 7,519.6 million by 2030, exhibiting a compound annual growth rate (CAGR) of 8.24% during the forecast period (2022 - 2030). Widespread awareness of oral hygiene and the integration of advanced technologies are driving the market growth.

Electric Toothbrush Market Trends

• Increasing Awareness of Oral Hygiene

In recent years, there has been a growing awareness of the importance of oral hygiene, which has been a key driver for the electric toothbrush market. Electric toothbrushes are increasingly seen as a more effective way to clean teeth, and as a result, sales of the best electric toothbrushes have been on the rise. One of the main reasons for the increase in awareness of oral hygiene is the growing number of dental problems that people are facing. Poor oral hygiene can lead to several dental problems, such as cavities, gum disease, and bad breath. As people become more aware of these problems, they are more likely to seek out products that can help them avoid them. Electric toothbrushes are seen as a more effective way to clean teeth than best manual toothbrushes, and as a result, they are becoming more popular. Electric toothbrushes can remove more plaque and bacteria from teeth than manual toothbrushes, and they can also help to reduce gingivitis and gum disease. Electric toothbrushes are available in a variety of styles, including kid's electric toothbrushes, adult electric toothbrushes, black electric toothbrushes, power toothbrushes, oral toothbrushes, bamboo electric toothbrushes, electric toothbrushes for braces, and so on. The increasing awareness of oral hygiene and the growing popularity of electric toothbrushes are both key drivers for the electric toothbrush market.

Electric Toothbrush Market Segment Insights

Electric Toothbrush Type Insights

The electric toothbrush market segmentation, based on product type, includes rechargeable, and battery. The rechargeable toothbrush segment held the majority share in 2021 contributing to around ~75-80% with respect to the electric toothbrush market revenue. This is primarily owing to the rising commercialization of the electric toothbrush has spurred several innovations in recent years. However, as consumer demand changes, market players are being pushed to focus on research and development (R&D) to launch new products that cater to specific needs, such as teeth whitening toothbrushes, toothbrushes for braces, ultrasonic toothbrushes, bluetooth toothbrushes, vibrating toothbrushes, smart toothbrushes, and tooth sensitivity toothbrushes. These innovations are helping market players to expand their customer base and grow their businesses.

November 2022: Quip launched its latest electric toothbrush with standby charging of more than 3 months. The electric toothbrush has a sleek design and is certified by American Dental Association (ADA).

September 2021: Foreo launched the 4-in-one ISSA 3 Sonic Toothbrush, It offers 4-in-1 total oral care for your teeth, tongue, cheeks, and gums and is the first silicone sonic toothbrush in the world. The ISSA 3 has 11,000 T-sonic pulses per minute for a stronger hybrid wave brush motion that makes brushing experience more ergonomic and is 10,000 times more hygienic than brushes with nylon bristles.

Electric Toothbrush End User Insights

Based on End User, the electric toothbrush industry has been segmented into adults and children. Adults held the largest segment share in 2021, owing to the rapid adoption of advanced electric toothbrush products. Moreover, as today’s lifestyle changes and everyone consumes more food on the go, the effectiveness of manual toothbrushes diminishes–fueling the adoption of electric toothbrushes among adults is expected to bolster at a CAGR of 8.60% during the assessed timeline.

By Region, the study segments the market into North America, Europe, Asia-Pacific, and the Rest of the World. Europe electric toothbrush market accounts for the largest market share USD 1,473.4 million in 2021 and is expected to exhibit an 8.33% CAGR due to the availability of cutting-edge treatment facilities, government backing for the growth of the healthcare industry, an ageing population, and an increase the need for a better cleaning experience and the desire for healthier teeth and gums. Further, the Germany electric toothbrush market held the largest market share, and the UK electric toothbrush market was the fastest growing market in the European region.

Further, the major countries studied are: The U.S, Canada, Germany, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 3:  ELECTRIC TOOTHBRUSH MARKET SHARE BY REGION 2021 (%)Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

North America Electric Toothbrush market accounted for second-largest market share during the study period. This is due in part to the expansion of product portfolios by key manufacturers of electric toothbrushes. Additionally, technological innovation is expected to positively influence the growth of the electric toothbrush market in the region. Further, the U.S electric toothbrush market held the largest market share, and the Canada electric toothbrush market was the fastest growing market in the European region.

The Asia-Pacific electric toothbrush market is expected to grow at a CAGR of 9.88% from 2022 to 2030. This is due to increasing per capita disposable income and the growth of middle-income groups in emerging economies. Moreover, China electric toothbrush market held the largest market share, and the India electric toothbrush market was the fastest growing market in the Asia-Pacific region.

For instance, India electric toothbrush market is the favored destination for market players due to the popularity of electric toothbrushes greatly growing. Prior to 2019, battery operated toothbrushes were the standard upgrade choice for people who desired better oral hygiene since their oscillating and vibrating heads helped to clear plaque more efficiently. However, because of their rising price and improved usefulness, Indian customers are adopting electronic toothbrushes at a faster rate. For instance, according to information made public by India Today in June 2020, Xiaomi announced the release of its T100 electric toothbrush in India. This device has minimal noise, a glossy design, and a battery life of 30 days. Thus, Asia- Over the projected period of 2022-2030, Pacific is expected to increase at the fastest pace.

Electric Toothbrush Key Market Players & Competitive Insights

Major market players are spending a lot of money on R&D to increase their product lines, which will help the electric toothbrush market grow even more. Additionally, market players are launching new products, entering into contracts, acquiring companies, increasing investments, and collaborating with other organizations in order to expand their presence. To grow and remain in a market that is becoming more and more competitive, electric toothbrush competitors must provide affordable products.

One of the primary business strategies adopted by manufacturers in the electric toothbrush industry to benefit clients and expand the electric toothbrush market sector is to manufacture locally to reduce operating costs. In recent years, the electric toothbrush has provided medical effects with some of the most significant benefits.

In 2023, the first electric toothbrush with an aluminium handle will be introduced by Perfora, the top oral care brand in India with a digitally native heritage. When compared to other electric toothbrushes on the market, this game-changing toothbrush uses 70% less plastic, setting a new bar for sustainability and environmental awareness. In keeping with their goal to lowering plastic waste, Perfora now offers the stylish and environmentally friendly Truthbrush 2.0 electric toothbrush.

Etekcity, the leading smart health and wellness brand of Vesync Co., will introduce its first-ever Sonic Electric Toothbrush in 2023. Etekcity is known for its award-winning and best-selling home electronics, health and fitness scales, outdoor recreation equipment, and easy-to-use smart devices. This versatile, cost-effective product features five various brushing modes, a high performance design, and practical, user-friendly accessories like a travel case, a brush cover, and eight brush heads.

Quip revealed the release of its most recent invention in 2022, the first-ever Rechargeable Electric Toothbrush, a game-changing toothbrush that can be charged for up to three months1. The new device includes the same svelte design that customers have come to love and expect from Quip, a changeable brush head that has been approved by the American Dental Association (ADA), timed sonic bristle vibrations, and optional smart features that encourage and reward better brushing habits.

The Oclean X Pro Elite electric toothbrush, which heralds the arrival of extremely intelligent electric toothbrushes, is scheduled to go on sale in 2021.

Key Companies in the Electric Toothbrush market includes

• Colgate Palmolive Co. (New York, U.S.),


• FOREO (Sydney),


• Mouth Watchers (U.S.),


• Church and Dwight (U.S.),


• JSB Healthcare (India),


• Panasonic (Japan),


• Oral - B (P and G) (U.S.), among others

Electric Toothbrush Industry Developments

November 2022: Koninklijke  Philips celebrated 30 years of Philips Sonicare, the goal of Philips Sonicare is to use technology to enhance human health and welfare on a  scale. Sonicare places people and innovation at the center of all of its new product development to maintain its position as more than just a toothbrush for millions of people. Philips announced its objective to achieve  standards in personalized dental care and is working on the development of user-friendly designs and innovative technologies.

January 2022: The Procter & Gamble Company launched Oral-B iO10 with iOSense, according to the firm, the new iO10 with iOSense technology is marketed as the ultimate oral health advisor. To guide time, pressure, and coverage in real-time without having to bring a phone into the bathroom, the rechargeable, electric toothbrush delivers a simple, connected experience that offers real-time insights and offers live coaching straight on the iOSense Charger.

June 2021: Panasonic Corporation launched EW-DC12-W electric toothbrush with extra fine bush for the European market. The new brush is focused on periodontal pocket maintenance and gentle cleaning. The extra-fine brush comes with sonic vibrations equipped with a linear motor, and horizontal brush movement is the brush’s distinctive features, which enables it to gently remove plaque and germs from periodontal pockets.

Electric Toothbrush Market Segmentation

Electric Toothbrush Product Type Outlook

• Rechargeable


• Battery

Electric Toothbrush End User Outlook

• Adults


• Children

Electric Toothbrush Regional Outlook

• North America


• US


• Canada


• Europe


• Germany


• France


• UK


• Italy


• Spain


• Rest of Europe


• Asia-Pacific


• China


• Japan


• India


• Australia


• South Korea


• Australia


• Rest of Asia-Pacific


• Rest of the World


• Middle East


• Africa


• Latin America