Electric Toothbrush Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Electric, Battery Operated, and Replacement Brush Heads), By End-User (Kids and Adults), By Sales Channel (Supermarkets/Hypermarkets, Pharmacies/Drug Stores, Online, and Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 5.01 Billion
CAGR (2026-2031)	4.35%
Fastest Growing Segment	Online
Largest Market	Europe
Market Size (2031)	USD 6.47 Billion

Market Overview

The Global Electric Toothbrush Market will grow from USD 5.01 Billion in 2025 to USD 6.47 Billion by 2031 at a 4.35% CAGR. An electric toothbrush is an advanced oral hygiene device that utilizes a motor to generate rapid automatic bristle motions, such as oscillation or sonic vibration, for effective plaque removal. The primary drivers fueling market growth include the rising global prevalence of oral ailments like periodontal disease and a heightened public emphasis on preventative dental care. Furthermore, consistent recommendations from dental professionals regarding the superior cleaning capabilities of these devices compared to manual variants actively support their adoption, acting as a fundamental demand generator distinct from technological product trends.

Despite this expansion, the market faces a significant challenge regarding the high initial acquisition cost of the devices and the recurring expense of replacement brush heads, which limits accessibility for price-sensitive consumer segments. To illustrate the current market penetration, according to the Oral Health Foundation, in 2024, approximately 67% of the adult population in the United Kingdom utilized an electric toothbrush. This figure reflects the substantial consumer shift toward powered oral care solutions, even amidst economic constraints that may otherwise impede broader market saturation.

Key Market Drivers

The Integration of Artificial Intelligence and Smart Connectivity Features is fundamentally reshaping value propositions within the sector. Manufacturers are increasingly embedding pressure sensors and Bluetooth capabilities to offer real-time feedback, transforming the daily routine into a guided health activity. This technological upscaling drives a "premiumization" trend, encouraging consumers to invest in higher-margin devices for perceived superior health outcomes, thereby increasing the average unit price in mature markets. Evidence of this value shift is visible in recent financial performance; according to Procter & Gamble, August 2024, in the '2024 Annual Report', the Oral Care segment posted high single-digit organic sales growth for the fiscal year, a result specifically fueled by a favorable mix of premium product innovations in key markets like North America and Europe.

Simultaneously, the Expanding Middle-Class Disposable Income in Emerging Economies is broadening the consumer base beyond traditional Western strongholds. As economic stability improves in regions such as Asia-Pacific and Africa, consumers are transitioning from manual to electric variants, driven by greater affordability and heightened health literacy. This geographic diversification acts as a crucial volume engine, balancing saturation in developed regions. Validating this regional surge, according to Colgate-Palmolive, October 2024, in the 'Q3 2024 Earnings' release, organic sales in the Africa/Eurasia division advanced 10.8% year-over-year, supported significantly by pricing and volume gains in the oral care category. To illustrate the broader sector stability, according to Royal Philips, January 2024, in the 'Fourth Quarter and Annual Results 2023', the Personal Health business, which houses the oral healthcare portfolio, delivered a 3% comparable sales increase for the full year, underscoring resilient global demand.

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Key Market Challenges

The high initial acquisition cost of electric toothbrushes, coupled with the recurring expense of replacement heads, presents a substantial economic barrier that significantly impedes broader market expansion. While consumer awareness regarding the benefits of powered oral care is high, the price premium attached to these devices often classifies them as discretionary luxury items rather than essential healthcare tools. This financial burden forces price-sensitive demographics to retain or revert to manual alternatives, effectively restricting the total addressable market to individuals with higher disposable incomes and limiting volume growth in mass-market segments.

Consequently, the cumulative cost of ownership creates a direct obstacle to adoption, particularly for households managing tight budgets. This pricing structure prevents the industry from fully capitalizing on the demand generated by dental professionals. To demonstrate the severity of this economic constraint, according to the Oral Health Foundation, in 2025, almost half of parents in the United Kingdom agreed that children's oral care products had become unaffordable. Such data highlights that despite the functional superiority of electric toothbrushes, affordability remains a critical friction point that hampers the transition from manual brushing for a significant portion of the population.

Key Market Trends

The Transition Toward Sustainable and Biodegradable Materials is actively redefining manufacturing standards as the industry addresses the environmental impact of disposable oral care products. Market leaders are increasingly moving away from virgin plastics, opting for recycled polymers and bio-based composites for both handles and replaceable brush heads to facilitate circular economy principles. This shift extends beyond packaging to the device architecture itself, with a growing emphasis on modular designs that allow for refurbishment and component recycling, thereby extending the product lifecycle. The scale of this industrial pivot is evident in recent corporate disclosures; according to Royal Philips, February 2025, in the 'Annual Report 2024', circular revenues—generated from products designed for reuse, refurbishment, and recycling—now account for 24% of total sales, underscoring the significant commercial integration of eco-friendly manufacturing practices.

Simultaneously, the Adoption of Direct-to-Consumer Subscription Business Models is altering the traditional retail distribution landscape by establishing direct, recurring relationships with end-users. This model addresses the consumer friction associated with manual replacement purchases, ensuring consistent brush head replenishment while stabilizing revenue streams for manufacturers through high-retention loyalty programs. By leveraging digital platforms, companies can offer personalized bundle options and automated delivery schedules, effectively bypassing brick-and-mortar constraints to capture a larger share of the customer's lifetime value. Validating this strategic channel shift, according to Procter & Gamble, August 2025, in the '2025 Annual Report', e-commerce sales increased 12%, now representing 19% of the Company's total sales, highlighting the growing reliance on digital ecosystems and subscription-based offerings for daily care routines.

Segmental Insights

The online segment is identified as the fastest-growing category within the Global Electric Toothbrush Market. This expansion is primarily driven by the increasing global penetration of e-commerce platforms and a distinct consumer shift toward digital convenience. Shoppers are utilizing online channels to access a broader range of products, compare specifications, and benefit from direct-to-consumer subscription models for brush head replacements. Furthermore, the capacity for manufacturers to reach untapped geographic regions through digital retail networks has significantly contributed to the accelerated development of this distribution channel.

Regional Insights

Europe maintains the leading position in the global electric toothbrush market due to high consumer awareness regarding oral hygiene and significant disposable income levels. The region experiences a rising demand for powered oral care devices driven by an aging population that requires effective dental maintenance. This dominance is further supported by the concentrated presence of major manufacturers such as Royal Philips and Braun within the region. Additionally, public health initiatives aligned with standards from organizations like the European Federation of Periodontology encourage the adoption of electric toothbrushes to prevent periodontal disease, thereby sustaining market leadership.

Recent Developments

• In September 2025, Royal Philips unveiled two new series of electric toothbrushes exclusively at Walmart, establishing a strategic retail collaboration to broaden access to oral care technology. The launch introduced next-generation sonic technology and fluid action designed to deliver a deep clean in difficult-to-reach areas while remaining gentle on gums. Key features included a visual pressure sensor, a two-minute timer, and brush heads specifically engineered for sensitive teeth. The company emphasized that these models offered varying levels of personalization with multiple intensities, supported by a mobile application for brushing insights.
• In July 2024, Oclean introduced two new smart toothbrushes in the United States, including a flagship WiFi-enabled model that integrated artificial intelligence. The device utilized bone conduction technology to provide real-time voice guidance, advising users on brushing pressure and speed directly through the handle. It connected to a mobile application to track brushing patterns and generate comprehensive oral health reports. The launch featured a maglev motor capable of delivering 84,000 movements per minute, aiming to improve user habits through personalized feedback and an extended forty-day battery life.
• In March 2024, SURI secured £6 million in a Series A funding round co-led by investment firms JamJar and V3 Ventures to support its expansion in the electric toothbrush sector. The company planned to use the capital to accelerate international growth and fund the development of new sustainable product lines. The Co-founder and Chief Creative Officer noted that the investment validated the brand's focus on creating reusable, design-led alternatives to disposable plastic models. This financial collaboration involved participation from multiple venture capital groups, highlighting investor confidence in the shift toward eco-friendly oral care solutions.
• In January 2024, Laifen announced the launch of a new dual-action electric toothbrush at the Consumer Electronics Show, marking a significant development in the global market. The device featured a proprietary servo system that enabled simultaneous sixty-degree oscillation and high-frequency vibration, generating up to 66,000 vibrations per minute. This mechanism was designed to address cleaning efficiency and gum protection by aligning with dentist-recommended brushing techniques. The product, available in materials such as stainless steel and aluminum alloy, utilized a seamless handle design with an IPX7 waterproof rating to prevent debris accumulation.

Key Market Players

• Procter & Gamble Company
• Colgate-Palmolive Company
• Koninklijke Philips N.V.
• Church & Dwight Co., Inc.
• FOREO
• Panasonic Holdings Corporation
• Lion Corporation
• Church & Dwight Co., Inc.
• Den-Mat Holdings LLC
• Perfora

By Type	By End-User	By Sales Channel	By Region
Electric Battery Operated Replacement Brush Heads	Kids and Adults	Supermarkets/Hypermarkets Pharmacies/Drug Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Electric Toothbrush Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Electric Toothbrush Market, By Type:

• Electric
• Battery Operated
• Replacement Brush Heads

• Electric Toothbrush Market, By End-User:

• Kids and Adults

• Electric Toothbrush Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Pharmacies/Drug Stores
• Online
• Others

• Electric Toothbrush Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE