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Electric Toothbrush Market Size, Share & COVID-19 Impact Analysis, By Product Type (Battery Powered and Rechargeable), By End-User (Male and Female), and Regional Forecast, 2021-2028

Region : Global | Format: PDF | Report ID: FBI106355



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The global electric toothbrush market size was USD 2.97 billion in 2020. The market is projected to grow from USD 3.05 billion in 2021 to USD 3.99 billion in 2028, growing a CAGR of 3.9% in the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with electric toothbrush witnessing a lower demand shock across all regions amid the pandemic. Based on our market analysis, the global market exhibited a stellar growth of 1.73% in 2020 as compared to the average year-on-year growth during 2017-2019. The sudden fall in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

The global population increasingly gives high priority to oral health and hygiene. This factor is surging the utilization of electric toothbrushes across the world. The usage of the product gives rise to fewer tooth decay, sustains the health of gums, and retains the strength of the tooth. The rising advertising expenditure made by key players is anticipated to have a crucial impact in paving a path for escalating the consumption rate. For instance, the published data by the Procter & Gamble Annual Report 2020 mentions that the firm has made advertisement expenses of USD 7,326 million in 2020, which is an increase from USD 6,751 million in 2019.

COVID-19 Propelling Consumers to Stock Up Essential Goods Strengthen Growth

The outbreak of the COVID-19 pandemic is propelling consumers to upsurge their spending made on essential goods items, including electric toothbrush to avoid the need for regular shopping. This is playing a vital role in spiking the demand owing to the online sector of businesses still providing excellent services in countries around the world. Thus, this resulted in a positive revenue impact on key brands operating in the market. As per the issued data by the Colgate Palmolive annual report, it mentions that its global nets sales in 2020 have witnessed a rise of 5% from the previous year.


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Growing Incorporation with AI Technology to Spike Growth

The key brands of the market are increasingly putting their emphasis toward incorporating AI technology is assisting in drawing more consumers, especially among tech enthusiasts. This is due to the AI technology providing enhancement of the product for recording, monitoring, and tracking the health of the teeth, thus acting as an opportunity for the market growth. For instance, the published data by the Mobile Marketing Magazine in August 2020 declares the release of an AI-powered smart electric/power-operated toothbrush by Colgate. This product increases brushing effectiveness by 50% and can even record and store data for 10 days offline.


Consumers with Disability and Health Issues to Bolster Market Growth

The product’s ability to create convenience, especially for people with multiple types of disabilities is helping to foster the demand for the product worldwide. For instance, the published data by the World Health Organization in December 2020 mentions that more than 1 billion people worldwide possess some form of disability. Besides, large number of hospital admission due to various health issues is also acting as one of the crucial contributors to the rising demand. This is due to the product's ease of use, reducing the use of energy in brushing the teeth with a deeper cleanse. As per the 2019 American Hospital Association Statistics, it declares the U.S. has a total of 36,510,207 hospital admission.

Decreasing Youth Unemployment and Urban Population to Fuel Demand

The declining youth unemployment rate in countries around the world has a significant influence on the growing usage of the product. This is attributed to the youth population being more inclined toward innovative and advanced products. For instance, the published data from the World Bank.Org declares that in 2019, the youth unemployment rate of Europe and Central Asia was 6.69%, which was a decline from 6.89% in 2018. Moreover, the global urban population witnessing a spike has played a vital role in surging the consumption rate. This is fostered by people in urban places possessing high spending power and being more aware of the importance of the usage of the product. According to the issued data by UNCTAD.Org, it mentions that in 2019, the global urban population was 55.7%, which is a rise of 51.1% from 10 years prior.


Lack of Awareness Regarding Advantages of Product Usage to Restraint Growth

Lack of awareness of the advantage of using an electric toothbrush to better cleanse and maintain the health of a tooth in brushing as compared to a regular toothbrush resulted in restraining the adoption rate of the product. Therefore, this is acting as a hampering factor for market growth.


By Product Type Analysis

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Battery Powered Segment to Hold Large Electric Toothbrush Market Share

Based on product type, the market is bifurcated into battery-powered and rechargeable.

Battery-powered is estimated to hold a prominent share on account of the product available in a more reasonable price range as compared to rechargeable. Likewise, the easily replaceable battery being convenient, especially for the use of outdoor and the absence of power supply, is helping to increase its preference rate.

The rechargeable segment is also increasingly gaining traction due to its ability to eliminate the expenditure made on the battery is assisting in surging the product demand among consumers.

By End-User Analysis

Female Segment to Remain Dominant

Based on end-user, the market is fragmented into male and female. The female segment is projected to be a prominent segment owing to the global female employment rate experiencing a gradual advancement. Thus, this propels women to surge the spending on oral care products, including electric toothbrushes. As per the issued data by the World Bank.Org, it declares that in 2019, the female labor force participation rate was 47.29 %.

The male segment also has experienced an escalating growth owing to the large percentage of men, especially youth, being inclined to innovative technological products help to surge the consumption in this segment.


North America Electric Toothbrush Market Size, 2020 (USD Billion)

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North America holds the dominant position in the market, boasting a size of USD 1.04 billion in 2020. The rising growth of personal consumption expenditure among people of this region is estimated to have a significant impact in surging the sales for the product. According to the data by the Bureau of Economic Analysis in August 2021, it states that the U.S. personal consumption expenditure has witnessed a growth of 0.3%, which is an increase of USD 42.2 billion. In addition, the presence of a large number of supermarkets in various parts of the country, including rural areas, especially in the U.S., has paved the way for market growth. For instance, the data issued by Walmart for the Financial Year of 2020 declares that the U.S. has over 5,000 Walmart stores nationwide and employs about 1.6 million people.

Europe is anticipated to exhibit significant growth, owing to the presence of a large number of the elderly population who are prone to various types of tooth issues has generated the need for the product. According to the released data by Europea. Eu, in August 2021, it declares that in 2019, there was 90.5 million elderly population living in the EU-27. Furthermore, the popularity among dentists suggesting their patients to use electric toothbrush is expected to have a positive contribution to the market growth. For instance, the released data by the Dental Health. Org, in June 2019, mentions that 34% of electric toothbrush users among the British adult were estimated to purchase due to dentist recommendations.

Asia Pacific is projected to have a significant presence in the global market. The accelerating usage of e-commerce platforms, which further leads to increased spending made on oral care products, including electric toothbrush is likely to fuel the consumption rate. According to the released data by UNCTAD.Org, it mentions the 2018 e-commerce sales of Asia Pacific countries were China at USD 2,304 billion, Japan at USD 3,280 billion, and South Korea at USD 1,364. Moreover, the key players of this region progressively putting emphasis toward enhancement and launch new products is anticipated to help attract more consumers to the product. For instance, the published data by the India Today in June 2020 declares that Xiaomi announced the launch of its T100 electric toothbrush in India. This product comes with a 30 days battery life with low noise and a glossy design.

South America is assessed to show considerable growth owing to the growing awareness given on the importance of upholding good oral hygiene. This factor is expected to have a vital influence on the growing usage of the product. For instance, the published data by the European Federation of Periodontology. Org states that in Brazil, teachers and students of the Federal University of Parana are giving awareness of the significance of maintaining good oral hygiene to people.

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The Middle East & Africa is assessed to have a vital presence in this market. The escalating growth of internet users in countries of this region resulted in influencing a large number of consumers to purchase the product. For instance, the released data by the World Bank.Org declares that the internet users in this region were 71.75%, which is a rise from 64.34% from its previous year.


Key Players Surging the Expenditure in Research and Development

The key players are increasingly willing to surge their expenses made on research and development of the product. This is anticipated to have a positive contribution in the production of an innovative power operated toothbrush at a more affordable price range. Thus, this is anticipated to assist in strengthening the electric toothbrush market growth. For instance, the released data by Colgate Palmolive mentions that Colgate increased its research and development expenditure from USD 277 million in 2018 to USD 281 million in 2019.



  • May 2020: Goldman Sachs is making an investment made on an electric toothbrush brand Burst Oral Care. This is expected to help in the further growth of Burst Oral Care.

  • March 2021 – Colgate and Philips declared their collaboration to help provide oral benefit of electric toothbrush in South America.


An Infographic Representation of Electric Toothbrush Market

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The market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, end-users, and leading product types. Besides this, the report offers insights into the current market trends and highlights key industry statistics and developments. In addition to the aforementioned factors, the report encompasses several major factors that have contributed to the growth of the market over recent years.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period



Value (USD Billion)


By Product Type

  • Battery Powered

  • Rechargeable


By End-User

  • Male

  • Female


North America (By Product Type, End-User, and Country)

  • U.S. (By Product Type)

  • Canada (By Product Type)

  • Mexico (By Product Type)

Europe (By Product Type, End-User, and Country)

  • Germany (By Product Type)

  • France (By Product Type)

  • Italy (By Product Type)

  • Spain (By Product Type)

  • U.K. (By Product Type)

  • Russia (By Product Type)

  • Rest of Europe (By Product Type)

Asia Pacific (By Product Type, End-User, and Country)

  • China (By Product Type)

  • India (By Product Type)

  • Japan (By Product Type)

  • South Korea (By Product Type)

  • Rest of Asia Pacific (By Product Type)

South America (By Product Type, End-User, and Country)

  • Brazil (By Product Type)

  • Argentina (By Product Type)

  • Rest of South America (By Product Type)

Middle East & Africa (By Product Type, End-User, and Country)

  • South Africa (By Product Type)

  • UAE (By Product Type)

  • Rest of the Middle East and Africa (By Product Type)


Frequently Asked Questions

Fortune Business Insights states that the global market size was USD 2.97 billion in 2020 and is projected to reach USD 3.99 billion by 2028.

In 2020, the North America market value stood at USD 1.04 billion.

Growing at a CAGR of 3.9%, the market will exhibit moderate growth in the forecast period (2021-2028).

The battery-powered segment is projected to be the leading segment in this market during the forecast period.

Key players focusing on producing innovative products is one of the major factors driving the market growth.

Colgate-Palmolive Company (New York, U.S.), the Procter & Gamble Company (Ohio, U.S.), Koninklijke Philips N.V. (Amsterdam, Netherlands), and others are a few of the key players operating in the market.

North America dominated the market share in 2020.

The rising usage of digital advertisement is expected to drive the adoption of this product.

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