Manual Toothbrush Market Size, Share & Industry Analysis, By Bristle Type (Ultra Soft, Medium, and Firm) By End-User (Adults and Children), By Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Department Stores, Online Retail, and Others), and Regional Forecast, 2025-2032

The global manual toothbrush market size reached USD 6.32 billion in 2024. The market is projected to grow from USD 6.71 billion in 2025 to USD 11.11 billion by 2032, exhibiting a CAGR of 7.45% during the forecast period. Asia Pacific dominated the manual toothbrush market with a market share of 34.81% in 2024.

The growth of the manual toothbrush market is driven by increasing dental hygiene awareness, rising dental issues, and demand for affordable oral care solutions. Oral hygiene has been considered one of the most crucial aspects of human health for maintaining overall health and well-being. It helps prevent common problems such as cavities, gum disease, and bad breath, while also reducing the risk of serious conditions such as diabetes, heart disease, and infections linked to poor oral health. The toothbrush is a fundamental tool in oral care, as it physically removes food particles, plaque, and bacteria from the teeth and gums. Using a toothbrush daily helps overcome tooth decay, gum inflammation, and other oral health issues, making it an essential tool for maintaining a healthy mouth.

• Asia Pacific witnessed manual toothbrush market growth from USD 2.07 Billion in 2023 to USD 2.20 Billion in 2024.

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Global Manual Toothbrush Market Snapshot & Highlights

Market Size & Forecast:

• 2024 Market Size: USD 6.32 billion
• 2025 Market Size: USD 6.71 billion
• 2032 Forecast Market Size: USD 11.11 billion
• CAGR: 7.45% from 2025–2032

Market Share:

• Asia Pacific dominated the manual toothbrush market with a 34.81% share in 2024, driven by rising oral hygiene awareness, government-led initiatives, and the growing availability of affordable soft-bristle toothbrushes across countries like India and China. Increasing adoption of eco-friendly materials such as bamboo and expansion of e-commerce channels further boost regional growth.
• By bristle type, ultra soft bristle toothbrushes are expected to retain the largest market share in 2025, supported by their suitability for all age groups, particularly among children and elderly users requiring gentle cleaning.

Key Country Highlights:

• United States: High prevalence of dental disorders and strong oral health awareness drive recurring purchases, supported by leading brands like Colgate and Oral-B and widespread retail access.
• India: Rapidly growing population, increasing dental campaigns, and rising adoption of sustainable toothbrushes contribute to robust market expansion.
• China: Government hygiene initiatives, increased disposable incomes, and urbanization fuel demand for affordable and eco-conscious oral care solutions.
• Germany: Strong demand for biodegradable toothbrushes and wide availability of affordable dental care products support continued market growth.
• Brazil: Rising focus on oral hygiene education and increasing child population contribute to growing toothbrush demand in both urban and rural regions.

MARKET DYNAMICS

MARKET DRIVERS

Growing Oral Health Awareness Among Consumers to Drive Market Growth

A key driver fueling the growth of the market is the rising awareness of oral hygiene among consumers globally. Increased health consciousness, along with educational campaigns by dental clinics offices, associations, and healthcare providers, has placed greater emphasis on preventive dental care. Manual brushes, being affordable and widely accessible, are often the first choice for daily oral hygiene. Moreover, in developing regions, where cost and availability are critical factors, manual brushes continue to dominate owing to their simplicity and effectiveness, further supporting demand and contributing to manual toothbrush market growth.

MARKET RESTRAINTS

Growing Competition from Electric Toothbrushes to Hinder Market Expansion

One major factor restraining the growth of the market is the rising consumer shift toward electric toothbrushes. As awareness of oral hygiene increases, many consumers perceive superior electric toothbrushes as offering superior cleaning efficiency compared to manual alternatives. Electric brushes also feature advanced technologies such as timers, pressure sensors, and app connectivity, making them especially appealing to tech-savvy users. Additionally, aggressive marketing by leading brands and dental professionals’ recommendations further accelerates this transition. As a result, demand for manual brushes, particularly in developed markets, is slowing down, posing a challenge to market expansion and limiting future market growth. 

MARKET OPPORTUNITIES

Collaboration with Dental Practitioners to Offer Numerous Growth Opportunities

Collaborations and partnerships with dental professionals provide potential growth opportunities for manufacturers. By leveraging the credibility and expertise of dentists, dental therapists, dental assistants, dental hygienists, and other associated professionals, manufacturers can enhance product visibility and promote effective oral hygiene practices. For instance, according to the American Dental Association (ADA), over 60% of the population considers their dentist’s recommendation the most important factor when selecting oral care products. This highlights the influential role dental professionals play in shaping consumer preferences and purchase decisions.

Segmentation Analysis

By Bristle Type

Growing Demand for Soft-Bristled Brushes Among the Elderly Population Boosted the Ultra Soft Bristles Segment Growth

Based on bristle type, the market is segmented into ultra soft, medium, and firm. 

The ultra soft toothbrushes segment accounted for the largest manual toothbrush market share in 2024. These toothbrushes are suitable for individuals of all age groups, from toddlers to geriatrics, due to their gentle bristles, which clean gums and teeth comfortably. The rising inclination of children and the elderly for ultra soft bristles brushes is driving global demand in this segment. 

The medium segment is expected to grow at the fastest CAGR. These toothbrushes strike a balance between soft and firm bristle-based brushes, providing a deep yet gentle cleaning experience without irritating the gums. Their versatility makes them a popular choice across a wide spectrum of consumers.

By End-User

Rising Prevalence of Oral Health Disorders Encouraged the Adults Segment Growth

Based on end-user, the market is segmented into adults and children.

The adults segment accounted for the highest revenue share of the market in 2024. The growing product demand among young individuals and senior citizens, coupled with the rising prevalence of oral health disorders, is supporting the growth of the segment. A majority of the adult population experiences dental concerns, including early tooth decay, oral cavities, and gingivitis. To prevent these conditions and preserve oral hygiene, many adults brush their teeth at least twice a day, sustaining steady product demand.

The children segment is projected to expand at a considerable pace during the forecast period. Rising child population globally and growing parental concerns for children's overall well-being are likely to drive the segment’s growth. For instance, according to Childstats.gov, in 2022, there were about 72.5 million children across the U.S., and this number is projected to rise to 78.2 million by 2050. Moreover, schools and colleges across countries are implementing various campaigns and programs to promote personal hygiene among students, further boosting the segment growth. 

By Distribution Channel

Supermarkets & Hypermarkets Segment Led due to Growing Penetration of Retail Stores

Based on distribution channel, the market is segmented into supermarkets & hypermarkets, convenience stores, department stores, online retail, and others.

The supermarkets & hypermarkets segment dominated the market in 2024 due to the growing penetration of retail stores across several countries. These retail establishments allow end-users to explore, compare, and check product quality in person at the time of purchase, enabling them to make an informed decision. Customers prefer to buy toothbrushes from these offline stores during their routine grocery shopping due to the convenience and easy accessibility they offer. 

The online retail segment is projected to grow at the fastest CAGR during the study period. Online shopping offers a one-stop, hassle-free, and user-friendly experience. Additionally, digital promotion of products, supported by customer reviews and usage videos from well-known brands, including Oral-B and Colgate, has significantly influenced consumer purchasing behavior, encouraging more people to buy toothbrushes online and fueling segment growth.

Manual Toothbrush Market Regional Outlook

By geography, the market is categorized into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific

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Asia Pacific held the major share and maintained a leading position in 2024. Key factors fueling market growth include rising oral health awareness, government-led hygiene initiatives, and increasing disposable incomes across populous nations such as India and China. Consumer demand for affordable, effective oral care solutions, particularly soft-bristle types, is on the rise. Additionally, the expansion of e-commerce platforms and a shift toward sustainability, eco-friendly materials such as bamboo, are reshaping consumer purchasing behaviors, further propelling market development. 

North America

North America contributed a considerable market share and is expected to grow at the fastest CAGR during the forecast period. Growing awareness regarding dental hygiene is foreseen to drive market growth in the region. The clinical efficacy and oral health benefits associated with the use of a standard toothbrush help in preventing periodontal diseases. Moreover, a toothbrush ideally cannot be used for over three months, from a hygiene perspective. This leads to frequent purchases of the product among consumers, supporting regional growth. 

The U.S. is a major contributor to the North American market due to the high incidence of oral infection and other dental disorders, which can be attributed to improper dietary habits and busy working schedules. This has led to an increased preference for good-quality oral care products. For instance, as per the National Institute of Dental and Craniofacial Research, a U.S. government research agency, as of April 2022, approximately 90% of individuals aged 20 to 64 years had experienced tooth decay, and nearly 50% of individuals aged 45 to 64 years suffered from gum disease.

Europe

Europe ranked second in the global market, driven by increasing demand for cost-effective dental care products and strong retail distribution networks. Public health initiatives promoting regular brushing and the availability of eco-friendly and biodegradable toothbrush options also boost market expansion. Additionally, the presence of established brands, frequent product innovations, and a growing population of children and elderly individuals who prefer manual products over electric ones support sustained demand across the region.

South America and the Middle East & Africa

The market in the rest of the world region, including South America and the Middle East & Africa, is projected to experience notable growth. Populace in these regions is being educated through awareness campaigns and events that emphasize the importance of good oral health and efficient oral care products. Proper functioning of the body, enhanced confidence levels, and personality enhancement add to the benefits of good oral care practices, which have increased product adoption amongst individuals in the region. 

COMPETITIVE LANDSCAPE

Key Industry Players

Key Players Focus on Developing Budget-friendly Product Lines to Maintain Customer Retention

Key players in the market include Procter & Gamble, Colgate-Palmolive, Unilever, Johnson & Johnson, Dr. Fresh, Dr. Colins, and Boie USA. Despite the growing adoption of electric toothbrushes, the manual segment remains dynamic. It’s mainly driven by affordability, accessibility, and ingrained consumer habits, especially in emerging markets. The market features a mix of global giants and regional players, along with private-label brands.

Price remains a critical differentiator with companies competing through strategies such as offering value packs, bundling toothbrushes with toothpaste, or creating budget-friendly product lines. Manufacturers are also competing by frequently launching toothbrushes with new features such as angled bristles, tongue cleaners, gum-massaging elements, and sustainable end-users. Furthermore, major brands invest heavily in marketing to foster brand loyalty, as consumer trust and brand heritage are crucial to customer retention. Securing retail shelf space in supermarkets/ hypermarkets, pharmacies/drugstores, and convenience stores is a key competitive edge. Wide distribution networks, especially in rural areas or emerging regions, have been proven to work in favor of market players to gain further market share.

LIST OF KEY MANUAL TOOTHBRUSH COMPANIES PROFILED

• Procter & Gamble (U.S.)
• Colgate-Palmolive (U.S.)
• Unilever (U.S.)
• Johnson & Johnson (U.S.)
• GlaxoSmithKline plc (U.K.)
• Dr. Fresh Inc. (U.S.)
• Perfect Group Corp. (China)
• Dr. Colins (U.S.)
• Boie USA (U.S.)
• Kaneda Keitei (Switzerland)

KEY INDUSTRY DEVELOPMENTS

• September 2024: FRESH 32, a producer of oral care products based in Slovenia, designed and launched replaceable, 100% recyclable toothbrush heads made using Desmopan thermoplastic polyurethanes (TPUs) offered by Covestro. These interchangeable brush heads are lightweight, durable, and resistant to abrasion and microbial growth, contributing to reduced plastic waste.
• November 2023: Colgate-Palmolive, an American multinational consumer products company, unveiled a brand new bamboo toothbrush featuring recyclable packaging, highlighting its obligation to sustainability eco-friendly oral products. This bamboo made toothbrush holds natural antimicrobial properties making it an excellent material for oral care and helps keep the product hygienic over its lifespan.  This move is intended to better caters the needs of co-conscious consumers helping company gain stronger market position. 
• October 2021: Oral-B, a toothbrush brand owned by Procter & Gamble, announced the launch of DROP SWAP SMILE, a countrywide initiative together with Shaver Shop and Veolia. The program offers Australians a more sustainable option for disposing of used toothbrushes, aiming to promote responsible oral care waste management. 
• September 2021: GSK Consumer Healthcare (GSKCH), a joint venture between GSK and Pfizer, launched carbon neutral toothbrush, Dr.BEST GreenClean toothbrush, under its sustainability movement in the oral care industry. This newly launched toothbrush handle is made using renewable cellulose a wood-based bioplastic, derived from birch, pine, and spruce trees in sustainable forests. Also, the bristles are made of 100% renewable castor oil and is offered in 100% plastic free packaging.
• February 2021: Colgate-Palmolive, a U.S.-based consumer goods company, launched a manual toothbrush with a replaceable head and an aluminum handle to curb plastic waste. This newly launched product comprises 80% less plastic compared to the brand’s previous models. The 100% reusable aluminum handle is available in silver and navy colors and is lightweight.

REPORT COVERAGE

The global manual toothbrush market research report provides market size and forecast for all segments included in the report. It includes details of key market dynamics and emerging trends. It offers information on the key regions/countries, key industry developments, new product launches, details on partnerships, mergers & acquisitions, and the number of manual toothbrush manufacturers in key countries. The report covers a detailed competitive landscape with information on the market share and profiles of key players.

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Report Scope & Segmentation