Electric Toothbrush Market Size, Share & Trends Analysis Report By Technology (Vibrational, Rotational), By End Use, By Region (North America, Europe, Asia Pacific, Latin America, MEA), And Segment Forecasts, 2025 - 2030

Electric Toothbrush Market Size & Trends

The global electric toothbrush market size was valued at USD 3.40 billion in 2024 and is expected to expand at a CAGR of 5.3% from 2025 to 2030. The growth is driven by technological advances and increased awareness of oral health. Consumers recognize the benefits of proper oral care, and electric toothbrushes provide superior brushing quality and consistent brushing action, with features such as timers, pressure sensors, and a wide range of cleaning processes. The growing demand and increasing recognition of oral hygiene's role in overall health, such as its connection to cardiovascular health and diabetes management, are fueling the electric toothbrush industry’s growth.

Smart electric toothbrushes are increasingly equipped with advanced features, including Bluetooth connectivity, allowing them to connect to mobile applications. These apps help users monitor their brushing habits and promote better oral health practices. For example, the Philips Sonicare series provides immediate feedback on brushing pressure and technique, enhancing overall brushing effectiveness. This technology is particularly attractive to consumers who are adept with technology, contributing to the growth of the industry. Additionally, subscription services for toothbrush head replacements have become more prevalent and accessible. These subscriptions often come with lower initial costs and reduced maintenance requirements compared to previous options.

The growing middle-class population in emerging economies such as India, China, and Brazil is contributing to the increase in sales of electric toothbrushes. As these consumers adopt Western lifestyles and improve their standard of living, electric toothbrushes become more appealing. Additionally, as disposable incomes rise, there is a greater willingness to invest in high-quality healthcare products. This trend is driving further expansion of the electric toothbrush industry.

Technology Insights

The rotational segment dominated the electric toothbrush industry with the largest revenue share of 55.2% in 2024 due to its well-established effectiveness in plaque removal and overall performance. A rotating toothbrush uses a circular motion with the bristles moving back and forth, effectively removing food particles and plaque from the teeth. For instance, oral-B's Pro 1000 has a power rotating head that ensures cleaning well, while the built-in pressure sensor helps avoid damaging sensitive gums. The availability of such products in mass retail and online channels has made rotational toothbrushes widely accessible.

The vibrational segment is expected to grow at a significant CAGR over the forecast period due to advancements in sonic and ultrasonic technology. Vibrating brushes use high-frequency vibrations (up to 40,000 brushes per minute) to break up plaque and stimulate the gums. This cleaning process is especially beneficial for people who want a gentle yet highly effective brushing experience. The growth is further supported by an increasing number of positive clinical studies showing the efficacy of sonic toothbrushes in reducing cavities and plaque compared to manual brushing.

End Use Insights

The adults segment dominated the electric toothbrush industry with the largest revenue share in 2024 due to increased awareness of the importance of oral hygiene in maintaining overall health and increased consumer spending on health and wellness products. Over the past decade, dental awareness has increased, and adults are increasingly focusing on preventive measures to avoid costly dental procedures, particularly those ages 30 to 50, who are increasingly adopting advanced dental equipment as part of their daily routines.

The children segment is expected to grow at the fastest CAGR over the forecast period due to increasing parental awareness of the importance of the early beginning of oral hygiene routines. Children’s teeth are prone to cavities and gum issues, so parents are more likely to invest in electric toothbrushes designed specifically for younger users. Many electric toothbrushes for children have softer bristles and smaller brush heads, making them ideally suited for soft lips, as well as features such as fun designs and timers that encourage kids to brush longer.

Regional Insights

The North American electric toothbrush market dominated, with a revenue share of 35.4% in 2024, primarily driven by electric toothbrushes entering households in the U.S. and Canada. Consumers in these countries are willing to invest in premium oral care products and electric toothbrushes, especially those with advanced features such as pressure sensors and bluetooth connectivity, aligning with the demand for technically increased self-care products. Furthermore, e-commerce has grown significantly in North America, where brands such as Philips and Oral B largely dominate online sales, thus bringing electric toothbrushes to a wider audience and making them more accessible.

U.S. Electric Toothbrush Market Trends

The U.S. electric toothbrush market dominated North America due to strong consumer demand for health-related products and high demand for advanced technology. The U.S. population wants to invest in oral care products that promise improved health benefits, such as effective plaque removal and oral care. Furthermore, the growing number of dentists recommending better cleaning than manual brushes drives the adoption of the electronic toothbrush.

Asia Pacific Electric Toothbrush Market Trends

The Asia Pacific electric toothbrush market is expected to grow at the fastest CAGR over the forecast period due to rapid urbanization, increasing disposable income, and regional oral hygiene awareness. Consumer habits are changing in countries such as China, India, and Japan as more people adopt modern healthcare, including preventive dental care. For instance, companies such as Xiaomi and Panasonic have introduced budget-friendly electric toothbrush models that have gained great popularity in markets such as China and India, contributing to rapid market growth in the region.

China dominated the Asia Pacific electric toothbrush market, driven by the country’s large and rapidly growing middle class and increased awareness of oral hygiene. China’s growing e-commerce market plays an important role in driving sales. Brands have successfully penetrated the market through online portals, making it easier for consumers to purchase high-quality electric toothbrushes at affordable prices. Chinese local manufacturers also offer products with local preferences and prices aligned to Gain market share. This combination of economic growth, improved dental health awareness, and robust online sales has made China the Asia-Pacific electric toothbrush market leader.

Europe Electric Toothbrush Market Trends

Europe's electric toothbrush market is expected to grow significantly over the forecast period, driven by strong health and wellness growth, increased disposable incomes, and an established dental care products market. The European market is also characterized by increased dental awareness, with an increasing number of people adopting electric toothbrushes as part of their daily routine. Furthermore, environmental consciousness pushes consumers to buy high-quality, sustainable products, encouraging brands to focus on sustainability and long-lasting products, such as reusable brush heads or energy-efficient features.

Key Electric Toothbrush Company Insights

Some key companies in the electric toothbrush market include Colgate-Palmolive Company., Koninklijke Philips N.V., Procter & Gamble, FOREO Den-Mat Holdings, LLC, SONIC Chic, Water Pik, Inc., Church & Dwight Co. Inc., Dr. Fresh Inc,. Pierre Fabre Laboratories and others. These companies use innovation, sustainability, and market expansion to dominate the market. They offer advanced features such as sonic technology, pressure sensors, and intelligent connectivity to meet the growing demand for personalized oral care. Through strategic partnerships with dental professionals and other features of continued production, these brands remain leaders in the electric toothbrush industry, meeting the evolving demands of consumers around the world.

• Koninklijke Philips N.V. offers a range of acoustic toothbrushes with intelligent features such as pressure sensors, app connectivity, and multiple brushing modes and sets industry standards for effective plaque removal and gum care. The company’s commitment to sustainability is evident in its use of recyclable materials and energy-efficient designs, which aligns with growing consumer demand for eco-friendly products.

• Procter & Gamble Company features advanced electric brushes with pressure sensors, timers, and oral care options, including gum care, whitening, and strip control. Its ability to integrate bluetooth allows users to connect their brushes to mobile apps for real-time information and brush tips, further solidifying its position as a market leader.

Recent Developments

• In September 2024, Xiaomi launched the Mijia Sonic Sweep Electric Toothbrush. The toothbrush features a powerful 40,000 vibrations-per-minute motor that provides an efficient and thorough cleaning experience. It also has a smart pressure sensor that alerts users when they are brushing too hard, promoting healthier brushing habits. The Mijia Sonic Sweep also includes multiple cleaning modes tailored to different needs and a long-lasting battery that can support up to 30 days of usage on a single charge.

• In August 2024, Oral-B launched the iO Series 5 electric toothbrush, which aims to redefine oral hygiene with advanced technology. The iO Series 5 features a linear magnetic drive and a redesigned brush head that combines oscillating and rotating movements for a superior cleaning experience with micro-vibrations. It includes a smart pressure sensor to guide users on optimal brushing pressure, along with five personalized brushing modes and AI tracking through the Oral-B iO app for real-time feedback and coaching.

Electric Toothbrush Market Report Scope

Global Electric Toothbrush Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global electric toothbrush market report based on technology, end use, and region:

• Technology Outlook (Revenue, USD Million, 2018 - 2030)

  • Vibrational

  • Rotational

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

  • Children

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • Thailand

    • South Korea

  • Latin America

    • Brazil

    • Mexico

    • Argentina

    • Colombia

  • Middle East and Africa (MEA)

    • South Africa

    • Saudi Arabia

    • UAE