Global toothbrush market was valued at USD 10.05 billion in 2023, expected to reach USD 13.27 billion in 2031, with a CAGR of 3.54% for the forecast period between 2024 and 2031. There has been a notable growth in sales of toothbrushes due to increased concern about oral hygiene and expanding dental needs. The increase is fueled by urbanization, rising living standards, and the rising middle class in developing countries, leading to increased access and demand for dental care products. Electric and smart toothbrushes, among other technological advancements and innovations, have helped widen the market scope.
With electric toothbrushes exhibiting features such as pressure sensors and connectivity to mobile apps, they are now being used by most people to remove plaques effectively and improve the health of gums. Moreover, there is a growing demand for natural eco-friendly toothbrushes made of bamboo or other biodegradable substances by environmentally aware individuals.
Geographically, the leading region is North America due to high awareness about dental problems among consumers and advanced healthcare services. Nonetheless, Asia-Pacific is estimated to have the highest growth rate, mainly supported by a high population rate, rising income levels, and a growing focus on oral hygiene. Major players, including Colgate-Palmolive Company, The Procter & Gamble (P&G) Company, Lion Corporation, Koninklijke Philips N.V., and Panasonic Corporation, keep investing in research and advertisement to remain competitive.
Challenges hampering the market’s growth include competition from counterfeit commodities and changing raw material prices. Despite such challenges, the outlook is positive, given that innovative approaches remain operational and increased demand exists, especially concerning modern oral care methods that do not harm the environment.
In February 2024, Y-Brush launched an innovative oral care product, the DuoBrush, which accommodates traditional brush heads and arch-shaped brush heads by Y-Brush. The product uses the latest sonic technology with both brush heads.
Growing Awareness About Oral Hygiene Drives the Market Demand
The global electric toothbrush market is driven by growing public awareness of oral health. According to the WHO Global Oral Health Status Report (2022), approximately 3.5 billion people worldwide suffer from oral diseases, with three-quarters living in developing countries with inappropriate dental facilities. Around two billion people worldwide have cavities in their permanent teeth, while 514 million children struggle with dental cavities emerging in their primary teeth. Primary oral diseases caused by insufficient exposure to fluoride are increasing worldwide.
Equally, the ready availability and affordability of sweetened diets play a role in the pattern of tooth decay. People seek toothbrushes for cleanliness and quicker plaque elimination as important instruments for caring for the mouth. Dentists and adverts have spread knowledge on the positives of toothbrushes, increasing the number of users. Individuals seek sophisticated products to take care of their teeth as they desire to have healthy mouths. This makes the demand for toothbrushes go up, simultaneously increasing the market growth rate.
Innovation Propels the Market Growth
There is growing awareness of sustainability in the global market for toothbrushes as people are more concerned about the environment while buying products. Consumers are prioritizing environmentally friendly products. While conventional plastics tend to end up as waste affecting the world climate, modern manufacturing companies have changed this narrative by producing biodegradable toothbrushes made of bamboo, corn starch, and recycled plastics. Bamboo toothbrushes have particularly gained popularity due to their accessibility and being natural, renewable, and compostable.
In addition, firms are introducing innovations in sustainable packaging and reducing their use of plastic. For instance, in April 2024, ALDI Inc. introduced plastic-free packaging for toothbrushes manufactured under its own label. The company is using cardboard packaging in place of plastic to allow consumers to recycle the same at home.
Companies are introducing toothbrushes with replaceable heads, offering economical options to consumers as buying a whole new toothbrush can be relatively expensive. The innovation further leads to reduced amounts of garbage generated.
Electric Toothbrushes Gaining Momentum
Electric toothbrushes are becoming more popular throughout the globe as they have improved characteristics and great cleaning power. They are more efficient at cleaning teeth than ordinary toothbrushes because of recent technological improvements, such as moving back and forth or at sides rapidly, with the help of touch sensors. It makes their cleaning capability deeper than possible as compared to manual toothbrushes. Furthermore, consumers who cannot afford regular dental visits seek electric toothbrushes as a cost-saving alternative to maintain the health of their teeth and gums. In January 2024, Laifen, owned by Shuye Technology Co., Limited, launched Laifen Wave Electric Toothbrush. The product is a dual-action toothbrush delivering three times higher efficiency in brushing with 60° oscillation and vibration.
The increasing need for electric toothbrushes is driven by a desire for ease and efficiency among buyers, notably from advanced regions such as North America or Europe, alongside other factors such as high levels of oral health awareness and an uptick in dental problems. People’s urge to find new products that save time and work better contributes to the growing demand for electric toothbrushes. The market finds support from aggressive and varied marketing strategies, positioning the product in accordance with different customer needs and budgets.
North America Dominates the Market
North America dominates the global toothbrush market, driven by high consumer awareness of oral hygiene and well-established healthcare infrastructure. The region benefits from significant disposable incomes, enabling consumers to purchase premium oral care products, including electric toothbrushes with advanced features. The widespread availability of dental insurance also supports regular dental visits and professional recommendations for high-quality toothbrushes.
Major market players such as Colgate-Palmolive, The Procter & Gamble (P&G) Company, and Church & Dwight Co., Inc. further strengthen North America’s market position. These companies invest heavily in marketing and innovation, continually introducing new and improved products that appeal to health-conscious consumers.
Additionally, the trend toward sustainability is strong in North America. For instance, in April 2023, California-based Firefly, a provider of children’s oral care solutions, collaborated with TerraCycle to reduce its waste from landfills. TerraCycle recycles the waste sent to it by Firefly’s customers, transforming it into new usable products.
Furthermore, the region is witnessing a growing demand for eco-friendly toothbrush options such as bamboo and recyclable models. Overall, the combination of economic factors, strong brand presence, and a health-focused consumer base solidifies North America’s leadership in the global toothbrush market.
Future Market Scenario (2024 – 2031F)
1. The market will see continued innovation in electric toothbrushes, with enhanced features such as AI integration, personalized brushing feedback, and improved connectivity with mobile apps for better oral health tracking.
2. Eco-friendly toothbrushes from biodegradable materials such as bamboo and recycled plastics will gain further traction. Companies will increasingly adopt sustainable practices, including minimalistic and recyclable packaging.
3. Increased awareness about the link between oral health and overall health will drive the demand for high-quality toothbrushes. Consumers will be more inclined to invest in advanced oral care solutions to prevent dental issues and maintain hygiene.
Report Scope
“Toothbrush Market Assessment, Opportunities and Forecast, 2017-2031F”, is a comprehensive report by Markets and Data, providing in-depth analysis and qualitative and quantitative assessment of the current state of the global toothbrush market, industry dynamics, and challenges. The report includes market size, segmental shares, growth trends, opportunities, and forecast between 2024 and 2031. Additionally, the report profiles the leading players in the industry, mentioning their respective market share, business models, competitive intelligence, etc.
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