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Electric Toothbrush Market Size, Share & Industry Analysis, By Product Type (Battery Powered and Rechargeable), By End-User (Male and Female), and Regional Forecast, 2024-2032

Last Updated: May 06, 2024 | Format: PDF | Report ID: FBI106355



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The global electric toothbrush market size was USD 3.27 billion in 2023 and is projected to grow from USD 3.40 billion in 2024 to USD 4.82 billion in 2032, with a CAGR of 4.47% in the 2024-2032 period.

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 less tooth decay, sustains the health of gums, and retains the strength of the tooth. The rising advertising expenditure by key players is anticipated to have a crucial impact in paving a path for escalating the consumption rate.

During periods of economic uncertainty in the COVID-19 era, consumers may have reevaluated their spending priorities and reduced discretionary spending on non-essential items, such as electric toothbrushes. As a result, sales of electric toothbrushes may have been negatively affected in certain regions, hindering market growth in 2020. The pandemic amplified awareness of the importance of personal hygiene, including oral health care. With increased emphasis on maintaining cleanliness and hygiene to prevent the spread of the virus, there has been a growing interest in advanced oral care products like electric toothbrushes, which offer superior cleaning compared to manual toothbrushes.

Electric Toothbrush Market Trends

Growing Product Incorporation with AI Technology to Spike Market Growth

Electric toothbrushes equipped with AI technology can analyze brushing patterns and provide real-time feedback to users on their brushing technique. By monitoring factors, such as pressure, angle, and duration of brushing, AI-powered toothbrushes can help users achieve more effective and thorough cleaning, improving oral health outcomes. The key market brands increasingly emphasize incorporating AI technology to draw more consumers, especially among tech enthusiasts. AI technology provides enhancement of the product for recording, monitoring, and tracking the health of the teeth, thus acting as an opportunity for market growth. For instance, in November 2022, Quip, a popular oral-health organization, launched its first rechargeable electric toothbrush that would remain charged until at least three months.

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Electric Toothbrush Market Growth Factors

Surging Product Adoption Among Consumers with Disabilities 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 data published by the World Health Organization in December 2021 mentions that, more than 1.3 billion people worldwide possess some form of disability. Besides, a large number of hospital admissions due to various health issues are also acting as one of the crucial contributors to the rising demand. This is due to the product's ease of use, reducing energy use in brushing the teeth with a deeper cleanse.

Decreasing Youth Unemployment and Rising Urban Population to Fuel Product Demand

The declining youth unemployment rate in countries around the world significantly influences the demand for the product. This is attributed to the youth being more inclined toward innovative and advanced products. 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 using the product.


Lack of Awareness Regarding Advantages of Product Usage to Restrain Market Growth

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

Electric Toothbrush Market Segmentation Analysis

By Product Type Analysis

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Battery-Powered Segment to Hold Large Part in the Market Share Owing to Convenience 

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

Battery-powered is estimated to hold a major share of the product available at a more reasonable price than rechargeable. Likewise, the easily replaceable battery being convenient, especially for the outdoors and without a 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 Remains Dominant Due to Rising Female Employment Rate

Based on end-user, the market is fragmented into males and females. 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 their spending on oral care products, including electric type of toothbrushes. As per the issued data by the World Bank.Org, it declares that in 2021, the female labour force participation rate was 50%.

The male segment also has experienced escalating growth owing to the large percentage of men, especially youth, inclined toward innovative technological products boosting product demand.


North America Electric Toothbrush Market Size, 2023 (USD Billion)

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North America holds the dominant position in the electric toothbrush market share, boasting a size of USD 1.17 billion in 2023. The 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 Bureau of Economic Analysis data in August 2021, personal consumption expenditure in the U.S.  has grown by USD 42.2 billion, a rise of 0.3%. In addition, many supermarkets in various parts of the country, including rural areas, especially in the U.S., have paved the way for market growth.

Europe is anticipated to exhibit significant growth, owing to the presence of a large number of elderly people prone to various tooth issues, which has generated the need for the product. Furthermore, the popularity among dentists suggesting their patients use these type of toothbrushes is expected to contribute to market growth positively.

Asia Pacific is projected to have a significant presence in the global market. The accelerating usage of e-commerce platforms, leading to increased spending on oral care products, including electric toothbrushes, will likely fuel the consumption rate. Moreover, the key players of this region are emphasizing enhancement and launching new products to help attract more consumers to the product.

South America is assessed to show considerable growth owing to the growing awareness of 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, according to the data published by the European Federation of Periodontology. Org in Brazil, teachers and students of the Federal University of Parana are spreading awareness of the significance of maintaining good oral hygiene to people.

The Middle East & Africa is assessed to have a vital presence in the electric toothbrush market. The escalating growth of internet users in countries of this region resulted in influencing a large number of consumers to purchase the product. According to the data published by The GSM Association, 2022, the number of internet users in the Middle East and Africa increased to 300 million in 2022, with a more than 50% penetration in the region.

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List of Key Companies in Electric Toothbrush Market

Key Players Surging the Expenditure in Research and Development to Boost Product Sales

Increased investments in R&D enable key players to develop innovative features, designs, and technologies for electric toothbrushes. This innovation helps differentiate their products from competitors, attracting more consumers seeking advanced functionalities. Therefore, the key players are increasingly willing to surge their expenses made on research and development of the product. This is anticipated to positively contribute to producing an innovative power-operated toothbrush at a more affordable price range. Thus, this is expected to strengthen the market growth.



  • February 2023 – Etekcity, a popular brand of Vesync Co's, launched its multi-functional Sonic electric toothbrush, which provides high-quality AI-based features, equipped with five different brushing modes.

  • September 2022 – Oral B conducted a product campaign to feature its newly launched products regarding smart toothbrushes and regular oral routine tools.

  • April 2022: Philips India launched its new electric toothbrush range 'Sonicare' to expand its product portfolio of smart brushes.

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

  • March 2021 – Oclean launched a new electric toothbrush, 'Oclean X Pro Elite', fitted with smart and advanced electronic features.


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

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Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Historical Period


Forecast Period


Growth Rate

CAGR of 4.47% from 2024 to 2032


Value (USD Billion)


By Product Type

  • Battery Powered

  • Rechargeable

By End-User

  • Male

  • Female

By Region

  • 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 3.27 billion in 2023 and is projected to reach USD 4.82 billion by 2032.

In 2023, the North American market value stood at USD 1.17 billion.

Growing at a CAGR of 4.47%, the market will exhibit moderate growth over the forecast period (2024-2032).

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 are one of the major factors driving the market growth.

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

North America dominated the market share in 2023.

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

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