Manual Toothbrush Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Ultra-soft, Medium Soft, Hard), By End User (Individual, Dental Clinics/Offices), By Sales Channel (Departmental Stores, Hypermarkets/Supermarkets, Online, Others) By Region, By Competition, 2020-2030F

Market Overview

The Global Manual Toothbrush Market, valued at USD 5.76 Billion in 2024, is projected to experience a CAGR of 7.62% to reach USD 8.95 Billion by 2030. A manual toothbrush is a fundamental oral hygiene tool designed for mechanical plaque removal from teeth and gums. The global manual toothbrush market's growth is primarily driven by increasing consumer awareness regarding oral hygiene and the inherent affordability and widespread accessibility of these products across diverse socioeconomic segments. For example, according to public health authorities, in 2023, those in Brazil and China collectively distributed over 110 million toothbrushes to low-income populations, underscoring their essential role in public health initiatives.

However, a significant challenge impeding market expansion is the escalating competition from electric toothbrushes. These alternatives are often perceived by consumers to offer superior cleaning efficacy and advanced features, influencing a gradual shift in preference, particularly in developed markets.

Key Market Drivers

The global manual toothbrush market is substantially influenced by the pervasive affordability and widespread accessibility of these essential oral hygiene tools. Their low cost positions them as a primary choice for consumers across all socioeconomic strata, particularly in developing economies where disposable income may be limited, ensuring sustained demand and broad market reach. Manual toothbrushes require no external power source, further simplifying their use and reducing long-term consumer expenditure, which reinforces their ubiquitous presence in households worldwide. This inherent cost-effectiveness allows manufacturers to achieve extensive distribution networks, ensuring product availability even in remote retail environments. According to Colgate-Palmolive Company's third quarter 2024 results, released October 25, 2024, the company maintained a global market share of 32.3% in manual toothbrushes year to date, indicating significant penetration driven by accessibility.

Complementing this fundamental accessibility is the escalating focus on increasing oral health awareness and education. Public health campaigns and dental professional recommendations consistently emphasize the importance of regular brushing for preventive care, driving consumer adoption and consistent product replenishment. Educational initiatives highlight the link between oral hygiene and overall systemic health, motivating individuals to maintain diligent brushing habits. These efforts are particularly effective in converting awareness into tangible action. According to Delta Dental's report, "The 2024 State of America's Oral Health and Wellness Report," published May 6, 2024, approximately 3 in 4 adults in the United States adhered to recommended daily oral hygiene practices, including brushing and flossing, over the past year, reflecting the impact of sustained educational outreach. The critical need for such basic preventative measures is underscored by broader public health data, as according to the World Health Organization, in 2025, oral diseases affect nearly 3.7 billion people globally.

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Key Market Challenges

The escalating competition from electric toothbrushes presents a notable challenge to the growth of the Global Manual Toothbrush Market. Electric toothbrushes are increasingly perceived by consumers to offer superior cleaning efficacy and advanced features, influencing a gradual shift in preference, particularly in developed markets. This trend directly hampers the expansion of the manual toothbrush sector.

The growing adoption of electric toothbrushes fundamentally impacts the sales volume and market share of manual toothbrushes. According to the American Dental Association, electric toothbrush penetration in the United States surpassed 40% in 2024, indicating a significant consumer migration towards these technologically advanced oral hygiene tools. This substantial penetration rate in a major developed market exemplifies how a considerable segment of consumers is choosing electric alternatives, thereby constraining the market growth for manual toothbrushes. The continuous introduction of innovative features in electric toothbrushes further strengthens their competitive position, making it increasingly difficult for manual toothbrushes to expand their market footprint beyond their established appeal of affordability and widespread accessibility.

Key Market Trends

The rising adoption of sustainable materials represents a significant trend reshaping the Global Manual Toothbrush Market, driven by increasing consumer environmental consciousness and regulatory pressures. This shift compels manufacturers to innovate with eco-friendly alternatives for brush handles and bristles, moving away from conventional plastics. Companies are actively investing in research and development to introduce products made from bamboo, recycled plastics, or bio-based polymers to reduce ecological footprints. According to Colgate-Palmolive's 2024 Sustainability Report, as of December 31, 2024, the company had transitioned approximately 75% of its toothpaste SKUs globally to recyclable HDPE plastic tubes, demonstrating a broader commitment within oral care to integrating sustainable material solutions. This trend meets consumer demand for environmentally responsible products while presenting opportunities for product differentiation and premium market positioning.

The growth of online retail channels is concurrently transforming the distribution landscape for manual toothbrushes, offering enhanced accessibility and convenience to consumers worldwide. This channel expansion allows brands to reach broader audiences, including those in remote areas, and provides a direct-to-consumer pathway that supports personalized offerings and targeted marketing strategies. The digital marketplace enables comparative shopping and access to a diverse product range, including niche sustainable or specialized bristle toothbrushes. Major industry players are prioritizing digital infrastructure to capitalize on this shift; for instance, a Happi article on January 31, 2025, reported that Colgate-Palmolive increased its advertising spending by 15% in 2024 to support innovation and scale its digital capabilities, reflecting the strategic importance of online platforms for market growth. This trend continues to redefine consumer purchasing habits and expands the market's geographic reach.

Segmental Insights

The Online segment is emerging as the fastest-growing distribution channel within the Global Manual Toothbrush Market. This rapid expansion is primarily driven by the unparalleled convenience and accessibility that online platforms offer, enabling consumers to purchase products from their homes. Furthermore, digital channels provide an extensive product selection, allowing individuals to explore diverse brands and compare offerings with ease. The ability to consult customer reviews and view product usage videos significantly influences purchasing decisions, fostering an informed buying experience. The rise of e-commerce also broadens market reach, enabling manufacturers to connect with a global consumer base beyond traditional geographical limitations.

Regional Insights

Asia Pacific emerges as the leading region in the Global Manual Toothbrush Market. This dominance is attributed to several key factors, including the region's substantial population base, which inherently drives demand for essential oral care products. Furthermore, rising awareness concerning oral hygiene, often supported by government initiatives promoting public health, significantly contributes to increased adoption. Growing disposable incomes across the region enable consumers to prioritize personal care, while the continued demand for affordable and accessible oral care solutions positions manual toothbrushes as a primary choice. The expanding reach of e-commerce platforms also enhances product availability, further solidifying Asia Pacific's market leadership.

Recent Developments

• In September 2025, Philips Sonicare introduced the new Sonicare 6000 and 6400 electric toothbrushes, exclusively available at Walmart. These models were meticulously engineered to ensure a natural and comfortable switch for those transitioning from manual brushing. The next-generation Sonicare technology focused on delivering a deep, effective clean, particularly in difficult-to-reach areas, while remaining gentle on gums. This product launch highlighted Philips' commitment to broadening access to advanced oral care, thereby directly engaging the segment of consumers who typically utilize manual toothbrushes by offering an appealing alternative.

• In January 2025, Oral-B introduced its iO Series 2 (iO2) electric toothbrush, designed specifically to facilitate an easier transition for users accustomed to manual toothbrushes. This new model represents a concerted effort by the company to make advanced iO technology more accessible and encourage a widespread shift towards electric oral care. Developed with direct feedback from manual toothbrush users, the iO2 aimed to offer a simple and intuitive experience, addressing common barriers to adopting electric brushing. The product's launch underscores a strategic focus on expanding the electric toothbrush market by attracting a segment traditionally loyal to manual brushing.

• In January 2025, Philips unveiled its highly innovative Sonicare 5000-7000 Series toothbrushes, featuring advanced adaptive brushing technology. This new range was developed to provide superior plaque and biofilm removal compared to manual toothbrushes, demonstrating up to 20 times more biofilm removal and 30 times more plaque removal in hard-to-reach areas. The research and development behind these models focused on intelligent features like dynamic optimal sensors and a new drivetrain that adjusts brushing around posterior teeth. This launch by Philips aimed to offer a technologically advanced solution, influencing the manual toothbrush market by showcasing enhanced efficacy.

• In October 2024, BURST Oral Care launched its Nova Sonic Toothbrush, positioning it as a significant upgrade for individuals currently using manual toothbrushes. The company collaborated with a community of dental professionals to develop this affordable sonic option, aiming to provide high-quality performance at an accessible price point. The Nova Sonic Toothbrush was designed to offer an enhanced cleaning experience, surpassing the capabilities of conventional manual brushing. This product introduction directly impacts the manual toothbrush market by presenting a compelling alternative intended to encourage consumers to transition to sonic technology for improved oral hygiene.

Key Market Players

• The Procter & Gamble Company
• Colgate-Palmolive Company
• Unilever plc
• GlaxoSmithKline plc.
• Curaden AG
• Periscope Enterprises, Inc (Nimbus Dental)
• Perfect Group Corp., Ltd.
• Boie, LLC.
• Dr.Collins, Inc.
• Haleon plc.

Report Scope:

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

• Manual Toothbrush Market, By Type:

o   Ultra-soft

o   Medium Soft

o   Hard

• Manual Toothbrush Market, By End User:

o   Individual

o   Dental Clinics/Offices

• Manual Toothbrush Market, By Sales Channel:

o   Departmental Stores

o   Hypermarkets/Supermarkets

o   Online

o   Others

• Manual Toothbrush Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Manual Toothbrush Market.

Available Customizations:

Global Manual 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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