Europe Electric Toothbrush Market, By Type (Battery, Rechargeable), By End User (Kids, Adults), By Sales Channel (Online, Offline), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

The Europe Electric Toothbrush market was valued at USD 3.45 billion in 2024 and is expected to grow to USD 7.03 billion by 2030 with a CAGR of 8.26%. The Europe Electric Toothbrush market is witnessing strong growth, driven by several factors, including increasing awareness about oral hygiene and the growing prevalence of dental issues such as cavities and gum diseases. Consumers are increasingly recognizing the benefits of electric toothbrushes in improving plaque removal and overall oral health. Technological advancements, such as pressure sensors, timers, and app connectivity, have further enhanced the appeal of electric toothbrushes by offering a more effective and personalized brushing experience. The aging population in Europe also contributes to the market's growth, as older adults seek easier, more efficient oral care solutions. Also, rising disposable incomes have made electric toothbrushes more accessible to a broader range of consumers, boosting market adoption across the region.

Key Market Drivers

Large Pool of People Suffering from Oral Diseases

The large pool of people suffering from oral diseases is a key driver of the Europe electric toothbrush market. As a part of this, according to a recent study, as of 2024, 74% of people in the UK have had teeth pulled for dental purposes at some point in their lives, and 31% of individuals have dental caries that needed to be treated. Dental issues, such as cavities, gum disease, and tooth sensitivity, are prevalent across the region, leading to a growing demand for more effective oral care solutions. Traditional manual brushing is often insufficient to remove plaque and bacteria effectively, which has led consumers to seek advanced alternatives like electric toothbrushes. These toothbrushes are widely recognized for their ability to provide superior cleaning, reducing the risk of dental issues. Also, electric toothbrushes are known to improve gum health by promoting better brushing techniques and ensuring consistent pressure, which is crucial for individuals with sensitive gums or those prone to oral diseases. With a large percentage of the population dealing with oral health concerns, the demand for electric toothbrushes as a preventive and treatment tool continues to rise, driving market growth in Europe.

Increasing Awareness of Oral Health

Increasing awareness of oral health is a significant driver of the Europe electric toothbrush market. As consumers become more informed about the importance of maintaining good oral hygiene, there is a growing preference for advanced tools like electric toothbrushes. Oral health awareness campaigns, educational programs, and the accessibility of information through the internet have helped highlight the connection between oral hygiene and overall health, encouraging consumers to adopt better oral care practices. Electric toothbrushes are increasingly seen as superior to manual brushes, offering benefits such as more effective plaque removal, better gum protection, and ease of use. Many consumers now recognize that regular use of electric toothbrushes can help prevent dental issues like cavities, gum disease, and tooth decay. As this awareness continues to grow across Europe, consumers are more willing to invest in electric toothbrushes, thereby boosting market demand and growth.

Product Innovation by Key Player

Product innovation by key players is a significant driver of growth in the Europe electric toothbrush market. Leading brands are continuously introducing advanced features to meet evolving consumer preferences and differentiate themselves in a competitive market. Innovations such as smart technology integration, including Bluetooth connectivity and mobile app compatibility, allow users to track brushing habits, receive personalized feedback, and access real-time insights for improved oral care. Also, companies are focusing on improving the performance and efficiency of electric toothbrushes by incorporating features like multiple brushing modes, pressure sensors, and advanced oscillating-rotating technology to enhance cleaning effectiveness. Key players are also investing in sustainability, offering eco-friendly models with rechargeable batteries, recyclable brush heads, and reduced packaging waste. Also, innovations in battery life, such as faster charging times and longer-lasting power, are enhancing the convenience and appeal of electric toothbrushes. These continuous product innovations are driving consumer interest, increasing market demand, and promoting overall market growth in Europe.

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Key Market Challenges

Higher Production Cost

One of the key challenges facing the Europe electric toothbrush market is the higher production cost associated with manufacturing advanced models. Electric toothbrushes typically require specialized components such as motors, pressure sensors, timers, and Bluetooth connectivity features, all of which increase production expenses. Also, the use of high-quality materials for ergonomic designs, longer battery life, and effective cleaning performance also contributes to higher costs. These production costs often translate into higher retail prices, which can deter price-sensitive consumers from purchasing electric toothbrushes, particularly in a market that still has a significant number of users opting for manual toothbrushes due to their affordability. While the benefits of electric toothbrushes are widely recognized, the higher price point remains a barrier to widespread adoption. To combat this, some companies are working on reducing production costs through economies of scale, technological innovation, and exploring cost-effective materials to make electric toothbrushes more affordable for consumers.

Lack of Awareness Among Consumers

A significant challenge in the Europe electric toothbrush market is the lack of awareness among consumers regarding the benefits and features of electric toothbrushes. While these products offer superior cleaning performance, better plaque removal, and enhanced gum health, many consumers still prefer traditional manual brushes due to unfamiliarity with electric alternatives or skepticism about their effectiveness. In some cases, consumers may not fully understand the technological advancements, such as pressure sensors, timers, and Bluetooth connectivity, that make electric toothbrushes more efficient. Also, the higher price point of electric toothbrushes compared to manual options may contribute to hesitation in investing in them. This lack of awareness can limit the adoption of electric toothbrushes, especially in markets where consumers are not well-educated about the long-term health benefits of using advanced oral care tools. To address this challenge, manufacturers and retailers are focusing on educational campaigns and in-store demonstrations to highlight the value of electric toothbrushes.

Key Market Trends

Sustainability & Eco-Friendly Trends

The European electric toothbrush market is increasingly embracing sustainability, driven by growing consumer demand for eco-friendly products. As a part of this, according to a recent study, as of 2024, about 20% of UK consumers polled in 2022 stated that during the previous five years, their purchasing habits had become noticeably more sustainable. Key trends include the introduction of replaceable or biodegradable brush heads, recyclable components, and packaging made from recycled materials. Brands like Suri and Georganics are leading the way, offering toothbrushes made with recyclable materials and promoting head recycling programs. However, challenges remain, particularly in the complexity of recycling electric toothbrushes and the environmental impact of battery production. The European Union’s Circular Economy Action Plan is encouraging manufacturers to develop modular designs and refillable brush heads to reduce plastic waste. While only a small percentage of electric toothbrushes currently offer these eco-friendly features, the market is shifting toward more sustainable practices, aligning with broader environmental goals and reflecting consumer preference for greener oral care solutions.

Technological Advancement & Smart Features

The Europe electric toothbrush market is witnessing significant technological advancements, enhancing user experience and oral health outcomes. Smart toothbrushes equipped with Bluetooth connectivity and companion mobile apps allow users to monitor and improve their brushing habits by tracking brushing time, frequency, and technique, providing personalized feedback and recommendations. Also, the integration of artificial intelligence (AI) enables real-time guidance and alerts, such as reminding users to replace brush heads or detecting potential dental issues before they become serious. These innovations not only enhance the user experience but also enable brands to position themselves as premium players by offering smarter, more efficient, and highly personalized oral care solutions. As the demand for advanced features continues to grow, companies that successfully integrate these intelligent technologies into their electric toothbrush products will have a clear competitive advantage.

Increased Consumer Preference for Online Shopping

The Europe electric toothbrush market is experiencing a notable shift towards online shopping, driven by the growing consumer preference for convenience, competitive pricing, and a wider selection of products. As a part of this, according to a recent study, as of 2025, the British sales of e-commerce penetration rate is getting close to 85%. E-commerce platforms have become key channels for purchasing electric toothbrushes, offering consumers the ability to compare features, read reviews, and access exclusive models that may not be available in physical stores. This trend is especially prevalent in markets like Germany, the UK, and France, where online retailing continues to gain traction. Also, subscription-based models for replacing brush heads and other accessories are becoming more popular, reflecting a desire for convenience and personalized care. Manufacturers are responding by adopting omnichannel strategies, blending traditional retail presence with strong digital platforms. This approach, combined with targeted digital marketing and educational content, helps consumers make informed decisions while providing brands with valuable insights into consumer behavior. Overall, online shopping is reshaping how consumers purchase electric toothbrushes in Europe.

Segmental Insights

Type Insights

Battery dominated the Europe Electric Toothbrush market due to their critical role in powering the advanced features of these devices, such as oscillation, vibration, and smart connectivity. Rechargeable lithium-ion batteries are commonly used for their long lifespan, quick charging capabilities, and eco-friendly characteristics compared to disposable batteries. These batteries provide consumers with convenience and cost-effectiveness, as they eliminate the need for frequent battery replacements. Also, the growing demand for more powerful and efficient toothbrushes, with features like extended battery life and rapid charging, has contributed to the preference for rechargeable battery-powered models. As a result, manufacturers are focusing on enhancing battery performance and optimizing charging technologies to meet consumer expectations for durability and convenience, making batteries an essential component of the market's growth.

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Country Insights

Germany dominated the Europe Electric Toothbrush market, due to its strong consumer demand for advanced oral care technologies and high disposable income. German consumers are highly inclined towards health and hygiene, making them early adopters of premium electric toothbrushes with features such as smart connectivity, customizable brushing modes, and superior cleaning efficiency. Also, UK held a significant share driven by driven by increasing consumer awareness of oral health and the growing preference for advanced, technology-driven solutions. British consumers are highly receptive to innovations like smart toothbrushes with Bluetooth connectivity, personalized brushing feedback, and AI-powered features.

Recent Developments

• In October 2023, Laifen, a leading personal care appliance brand, unveiled the Laifen Wave Electric Toothbrush at GITEX GLOBAL 2023, the premier tech event in the Middle East, held at Dubai Harbour. The Laifen Wave, the world’s first dual-action electric toothbrush, promises to deliver an innovative brushing experience to users globally.

Key Market Players

• The Procter & Gamble Company
• Argos Limited
• Boots UK Limited
• Gem-Care Products Pty Ltd
• Koninklijke Philips N.V.,
• Ordo
• Brushd
• Perfora
• Colgate-Palmolive Company
• Sonic Brush

Report Scope:

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

•   Europe Electric Toothbrush Market, By Type:

o   Battery

o   Rechargeable

• Europe Electric Toothbrush Market, By End User:

o   Kids

o   Adults

• Europe Electric Toothbrush Market, By Sales Channel:

o   Online

o   Offline

• Europe Electric Toothbrush Market, By Country:

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

§  Netherlands

§  Belgium

§  Russia

§  Poland

§  Rest of Europe

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Europe Electric Toothbrush Market.

Available Customizations:

Europe Electric Toothbrush Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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