Toothbrush Market Size, Share & Industry Analysis, By Product Type (Manual Toothbrush and Electric Toothbrush), By Bristle Type (Soft, Medium, and Firm) By End-user (Adults and Children), and Regional Forecast, 2025-2032

The global toothbrush market size was valued at USD 8.00 billion in 2024. The market is projected to grow from USD 8.49 billion in 2025 to USD 13.85 billion by 2032, exhibiting a CAGR of 7.24% during the forecast period. Asia Pacific dominated the toothbrush market with a market share of 34.63% in 2024.

Key companies are leading the charge in technological advancements by launching smart tooth-cleaning brushes equipped with app connectivity, real-time feedback, and AI capabilities that analyze brushing habits. These innovations cater to tech-savvy consumers looking for personalized oral care solutions.

A toothbrush is a specialized tool designed for cleaning teeth, gums, and the tongue. It typically consists of a head with tightly clustered bristles attached to a handle, allowing users to reach different areas of the mouth effectively. Additionally, the introduction of innovative features in tooth-cleaning brushes, particularly in electric models, has spurred market growth. Smart tooth-cleaning devices with connectivity options, pressure sensors, and personalized feedback mechanisms are gaining popularity among consumers seeking advanced oral care solutions.

Market Dynamics

Market Drivers

Growing Awareness of Oral Hygiene to Drive Product Demand  

Tooth cleaning brush with U-shapes and zig-zag patterns help users effectively maintain teeth & gums clean and hygienic. Growing awareness of oral hygiene and increasing consumers’ accessibility to tooth cleaning devices of different sizes and functionalities supports the product demand worldwide. Also, the increasing prevalence of oral-related diseases is encouraging consumers to switch to newer, innovative products, driving product sales across many countries globally. In addition, continual promotion of the necessity of adopting oral hygiene practices by dental care associations, governmental agencies, and dentists is slated to increase the product demand among youngsters worldwide. According to the Oral Health Foundation, as of 2022, around 6 million people in the U.K. are experiencing some form of toothache for longer than two week duration.

Continual Innovative Product Launches to Drive Market Growth

New electric tooth cleaning brushes effectively remove plaque and clean hard-to-reach areas of the mouth. Millennials and Generation Z consumers prefer advanced technology-based oral care items to resolve dental issues. Therefore, continual oral care brands’ provision of advanced technology-based tooth cleaning device items and the increasing trend of buying premium-based hygiene products drive product consumption worldwide. For instance, in July 2024, Oclean, a global innovative tooth cleaning brush provider, launched X Ultra, a series of AI technology-based tooth cleaning brush products, including the Oclean X Ultra WiFi Smart Sonic tooth cleaning brushes and the Oclean X Lite Electric brush. These products operate with bone conduction technology, which informs users when to brush hard or soft in real time.

Market Restraint

Incidences of Oral Injuries Due to Improper Usage to Limit Market Growth

Children mainly face damaging gum issues due to the improper or repeated usage of tooth-cleaning brushes. Such a factor will limit the demand for products globally. Huge competition from unorganized and local tooth-cleaning brush manufacturers challenges key companies in expanding their business. Additionally, the higher cost of premium-based tooth brushing products and other dental accessories will limit its demand for lower-income populations. Besides, easier consumers’ accessibility to alternative products such as mouthwashes, mouth cleaning powders, and others will restrain the consumer demand for tooth-cleaning brush products. As per the New York State Dental Journal statistics, 70% of the used tooth-cleaning brushes are more likely to get contaminated with germs. Therefore, the habit of tooth-cleaning brush-sharing among the worldwide population is expected to cause oral infection issues and a decline in product demand among individuals.

Market Opportunities

Increasing Branding and Promotional Activities to Propel Market Growth

Effective branding helps establish a strong identity for brush manufacturers, making their products more recognizable to consumers. Companies such as Colgate-Palmolive and Procter & Gamble leverage their established reputations to build trust and loyalty among consumers. This recognition can lead to increased sales as consumers are more likely to choose familiar brands over lesser-known alternatives.

Growing Demand for Sustainable Tooth-cleaning Brush Products to Support Market Development

Governmental and industry associations stricter regulatory mandates of the usage of sustainable materials, recycled & compostable packaging material options in oral care product designs, encouraging manufacturers to produce sustainable material-based products. Also, changing compliances related to material usage in oral hygiene designs are expected to favor the production of eco-friendly products, positively contributing to the market growth during 2025-2032. In addition, the rising number of brands offering green-labeled oral hygiene products is anticipated to build consumers’ trust in oral care brands, supporting product sales worldwide.

Market Challenges

High Price of Electric Tooth-cleaning Brush to Hinder Market Growth

Electric brushes generally have a higher upfront cost than manual brushes, which can limit budget-conscious consumers. Many individuals prioritize essential expenses, and the premium price of electric models may lead them to opt for more affordable manual alternatives. This price sensitivity is particularly experienced in developing markets where disposable incomes are lower, limiting the potential customer base for high-priced products and hindering market growth.

Toothbrush Market Trends

Increasing Preference for Customized Tooth-cleaning Brush Products and Oral Care Subscription Services to Boost Market Growth

Oral care subscription models help consumers access the products of fresh brush heads promptly, which increases the product replacement rate on a scheduled basis. Also, increasing demand for personalized oral care products to cater to specific oral care needs and the emergence of subscription businesses offering personalized oral hygiene kits favor global tooth-cleaning brush market growth. In addition, continual manufacturers’ provision of personalized oral care products addressing specific oral care needs, including enamel protection, gum sensitivity, and plaque removal, coupled with the growing popularity of tooth-cleaning brushes of diverse design options including varied bristle types, adjustable brushing modes, and flexible brush head shapes skyrocket the tooth cleaning brush industry growth during 2025-2032.

Increasing Rise of Children’s Oral Care Products of Innovative Shapes and Designs to Expand Product Demand

Children's tooth-cleaning brushes have been available with innovative designs incorporating gamification and interactive features, encouraging the adoption of regular brushing habits. The growing popularity of children's brushes with character themes and shapes drives product demand across many countries worldwide. The emergence of children's brushes assisting kids with proper tooth brushing ways and increasing consumers’ accessibility to products of customized colors, sleek designs, and ergonomic handles skyrocket global toothbrush market growth.

Impact of COVID-19

The COVID-19 pandemic altered purchasing behaviors, with many consumers opting for online shopping due to lockdowns and social distancing measures. E-commerce platforms witnessed increased sales of brushes as consumers looked for convenient ways to purchase essential items without visiting physical stores. However, despite the increase in demand, the pandemic also caused supply chain disruptions that affected product availability. Also, limited access to raw materials and manufacturing delays resulted in shortages for some brands, impacting their ability to meet consumer demand effectively. For instance, in 2021, Colgate-Palmolive, a U.S.-based consumer products company, witnessed a 4% increase in its oral, home, and personal care segment net sales compared to 2020. In another instance, in 2021, Johnson & Johnson, a U.S.-based pharmaceutical company’s oral care product sales increased to USD 1,645 from USD 1,641  in 2020.

Segmentation Analysis

By Product Type

Easy Availability of Manual Brushes to Drive Manual Segment Growth 

The global market is segmented into manual and electric based on product type.

The manual segment is expected to lead the market during the projected period. Manual brushes are affordable due to their lesser cost than electric ones, significantly increasing their demand across countries. The easy availability of the product across personal care stores, supermarkets, and other stores further boosts product sales. Manual brushes also do not operate on power and do not require charging, making them more convenient, flexible, and easy to use.

The electric segment is anticipated to gain a significant share in the coming years. The growing awareness regarding the functionalities and capabilities of advanced brushes increases product demand. Such brushes are highly efficient in removing plaque and cleaning hard-to-reach areas of users' teeth and gums over manual type. These brushes are gaining widespread popularity among kids and children as a fun-to-use brush, resulting in the generation of newer growth opportunities for the global market.

By Bristle Type

Flexibility of Usage among All Age Groups to Support Soft Segment Demand

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

The soft segment grasped the highest share of the market during 2024-2032. Soft bristle toothbrushes are suitable for individuals of all age groups, from children to aged individuals, as they are soft enough to clean the teeth and gums comfortably. The increasing preference of children and the aged population for soft bristle-based brushes is accelerating product demand worldwide. Numerous kids also prefer electric brushes that are equipped with soft bristles.

The medium segment captivates a substantial share in the future. Medium bristle-based brushes are highly efficient in cleaning the mouth of individuals with hard tissue-based gums. Since the bristles are stiff, these brushes are suitable for cleaning up food particles and plaque formation between the teeth. As a result, they allow efficient cleaning of the built-up food particles and germs between the teeth. Key players such as Colgate emphasize offering medium-bristle brushes to escalate sales.

By End-user

Prevalence of Dental Diseases Among Adult to Expand Segment Growth

The global toothbrush market is segmented into adults and children based on end user.

The adult segment is holding the major share of the market. The high prevalence of dental diseases among the global adult population and increasing product adoption among adults support segmental growth. Furthermore, rising demand for Bluetooth and AI-technology-based toothbrushes among younger adults will increase product sales. Governments worldwide are also taking initiatives to promote the adult population’s oral health conditions, increasing product adoption.

The children segment will also gain traction in the coming years. The high child population worldwide drives kid's brush demand worldwide. For instance, according to Childstats.gov, in 2022, there were around 72.5 million children across the U.S., and this number is expected to increase to 78.2 million by 2050. In addition, increasing parental spending on their kids' oral care products triggers segmental growth. Schools and colleges across countries also conduct various programs and events to promote personal hygiene among the students.

Toothbrush Market Regional Outlook

Asia Pacific

In 2024, Asia Pacific achieved the maximum part of 34.63% in the toothbrush market share, driven by the presence of a wide aged population in countries such as China, India, and Japan suffering from tooth decay, mouth swelling, and other dental issues. For instance, according to the World Health Organization, a Switzerland-based intergovernmental organization, in 2019, approximately 254 million individuals in China aged 60 years and above, and by 2040, around 402 million individuals across the country are expected to be more than 60 years old. Also, the rising adoption of online shopping among the Indian and Chinese populations is significantly accelerating the sales of beauty & personal care products in these countries, thereby driving the region’s market growth.

Europe

The European market is driven by adequate facilities for importing dental care products in countries such as Germany, the Netherlands, and the U.K., which support regional growth. For instance, according to the data published by the World Bank Group, a U.S.-based international organization, in 2022, the total import value of teeth cleaning brush products in Germany reached USD 427.14 million. The growing awareness regarding using sustainably made personal hygiene products among the population further supports the demand for eco-friendly toothbrushes. Furthermore, shifting consumer trends toward premium-based oral care items fuels the region's market growth.

North America

The rising U.S. and Canadian consumers' healthcare spending in North America results in the region's growth. For instance, according to the data presented by the Canadian Institute for Health Information (CIHI), a Canada-based health information organization, in 2021, Canadian healthcare spending reached USD 308 billion, a 2.2% up over the previous year. Besides, companies' efforts to collaborate with plastic recycling companies, such as TerraCycle, Call2Recycle Inc., and others, to develop recycled plastic-based tooth brushing products will support the region's future market development. For instance, in September 2020, Colgate Palmolive, a U.S.-based consumer products company, partnered with TerraCycle, a U.S.-based waste management company, to develop bamboo and recycled plastic-based brush items in the U.S.

In the U.S., the high prevalence of oral infection and other dental issues due to improper dietary habits and busy working lifestyles has led to an increased preference for advanced oral care items in the country. For instance, according to the National Institute of Dental and Craniofacial Research, a U.S based government research agency, as of April 2022, nearly 90% of individuals aged 20 to 64 years had tooth decay, and around 50% of the individuals aged 45 to 64 years had gum diseases.

Rest of the World

The South American market is driven by the growing awareness regarding the significance of quality and efficient oral care products among the region's population. Furthermore, health professionals and companies' recent introduction of brush recycling programs supports the region's consumption rate of plastic-free oral care products. For instance, in January 2020, Curaprox, a Swiss oral healthcare professional, introduced the Curacycle project to encourage recycling brushes, toothpaste tubes, and other plastic-based dental care items in Sao Paulo, Brazil.

On the contrary, the Middle East and African markets are driven by the rising urbanization rate, excessive intake of sugary food products, and increasing prevalence of dental issues, enhancing the necessities of oral care items, notably among the aged population in the region. For instance, according to the World Health Organization, a Switzerland-based intergovernmental organization, in 2023, approximately 44% of the African population had oral diseases.

Competitive Landscape

Key Market Players

The competitive landscape of the toothcleaning brush market is characterized by innovation, strategic partnerships, and a strong focus on consumer preferences, positioning it for continued growth and evolution. Companies are engaged in fierce competition, driving frequent product launches and advancements. Major players such as Colgate-Palmolive, Procter & Gamble, and Koninklijke Philips continuously innovate to maintain their competitive edge.

Major Players in the Toothbrush Market

Colgate Palmolive Co., The Proctor and Gamble Company, Unilever, Plc. , Johnson and Johnson Services Inc., and Koninklijke Philips N.V.  are some of the major players in the market. The global market is highly competitive, with the top 5 players accounting for 60% of the market share.

List of Key Companies Profiled In The Report

• Colgate Palmolive Co. (U.S.)


• The Procter & Gamble Company (U.S.)


• Johnson and Johnson Services Inc.(U.S.)


• Unilever Plc. (U.K.)


• Church & Dwight Co. Inc. (U.S.)


• Tess Oral Health (U.S.)


• Koninklijke Philips N.V. (Netherlands)


• GlaxoSmithKline, Inc. (U.K.)


• Lion Corporation (Japan)


• Curaden AG (Switzerland)

Key Industry Developments

• November 2024 – Pepsodent, a Unilever Plc.-owned brand, launched an activation exercise in the 16 primary schools in Lagos, Nigeria, on 2024 World Oral Health Day. The activity aimed to increase oral hygiene awareness among kids in Nigeria. This activity could build brand awareness and support the brand’s tooth-cleaning brush sales.


• March 2024 – BrandSpark International awarded Colgate Palmolive Co. a  2024-Best New Product Award for its Colgate PerioGardSF Gum Care category of toothpaste products. In the award function, the company launched an innovative toothpaste and brush, addressing the user's necessity of reducing gum bleeding and inflammation. The product is available in soft and ultra-soft bristle categories.


• November 2023 – Johnson and Johnson Services Inc.’s MedTech division acquired Laminar, Inc., a privately held medical devices company focused on producing devices to eliminate the left atrial appendage (LAA) in patients with non-valvular atrial fibrillation (AFib). Laminar is a major contributor to thromboembolic stroke in patients with non-valvular atrial fibrillation. The acquisition will increase the company’s medical devices portfolio of products.


• August 2022 - The Procter & Gamble Company established a partnership with the International Association of Disability and Oral Health (iADH) to launch ‘Positive Practices,’ a dental training practice and educate people about the adoption of necessary dental hygiene lifestyle. This partnership increased consumer awareness about the company’s Oral-B brand toothcleaning brush products and uplifted the company’s brush sales growth.  


• December 2020 – Tess Oral Health unveiled a video presentation of their tooth-cleaning brushes under a new product range, ‘ bamboo tooth-cleaning brush,’ on the social media platform YouTube. The video is uploaded on the Tess Oral Health platform, and the bamboo brushes are eco-conscious patients.

Investment Analysis and Opportunities

Rising Investment of Companies toward R&D Expenses and Eco-friendly Products to Provide Growth Opportunities

Nowadays, people prefer plastic-based brush products due to their cost-effectiveness over other product types. However, such products lead to CO2 emissions and other environmental hazards. Therefore, growing awareness regarding plastic-free tooth-cleaning brush items among the worldwide population will significantly offer new business growth opportunities for key companies. For instance, the Australian Dental Association (ADA) says Australians throw over 30 million tooth-cleaning brushes annually. The development and incorporation of technologies that can bring more transparency to the material usage in the brush design is propelling the product’s demand among consumers who are environment-conscious and prefer to use sustainable and eco-friendly products. Also, companies are increasingly investing in R&D activities and offering plastic-free tooth-cleaning brush products to contribute to environmental sustainability. For instance, in March 2023, BRiN, a Hong Kong-based lifestyle products brand, launched SeaDifferently, a sleek, eco-friendly brush made of natural bio-plastic filament and recycled post-consumer plastic materials.

REPORT COVERAGE

The toothbrush market report provides a comprehensive industry analysis, emphasizing key elements such as major players, regional and market segmentation, competitive dynamics, product categories, end-users, and end-user areas. Additionally, it offers insights into current market trends and underscores important developments within the industry. Beyond these aspects, it also covers various factors that have driven market growth in recent years.

Report Scope & Segmentation

ATTRIBUTE	DETAILS
Study Period	2019-2032
Base Year	2024
Estimated Year	2025
Forecast Period	2025-2032
Historical Period	2019-2023
Growth Rate	CAGR of 7.24% from 2025 to 2032
Unit	Value (USD Billion)
Segmentation	By Product Type Manual Toothbrush Electric Toothbrush By Bristle Type Soft Medium Firm By End-users Adults Children By Region North America (By Product Type, Bristle Type, End-user, and Country) U.S. Canada Mexico Europe (By Product Type, Bristle Type, End-user, and Country) Germany U.K. France Italy Spain Rest of Europe Asia Pacific (By Product Type, Bristle Type, End-user, and Country) China India Japan Australia Rest of Asia Pacific Rest of the World (By Product Type, Bristle Type, End-user, and Country) Brazil Argentina South Africa UAE Rest of World