Toothbrush Market Size, Share & Industry Analysis, By Product Type (Manual and Electric), By Bristle Type (Soft, Medium, and Firm), By End-user (Adult and Children), and Regional Forecast, 2024-2032

The global toothbrush market size was valued at USD 7.07 billion in 2023 and is projected to grow from USD 7.28 billion in 2024 to USD 10.87 billion by 2032, exhibiting a CAGR of 5.13% during the forecast period. Asia Pacific dominated the toothbrush market with a market share of 34.51% in 2023. Moreover, the toothbrush market size in the U.S. is projected to grow significantly, reaching an estimated value of USD 2.03 billion by 2032, driven by increasing gum-related issues among U.S. consumers to increase product adoption.

A toothbrush is one of the most commonly used oral care items that help remove debris from the mouth and keep it germ-free. The rising awareness regarding oral care & hygiene among people is primarily surging the demand for such products. Nowadays, companies mainly focus on producing brushes of different shapes and bristle sizes to cater to the varied consumer teeth brushing needs. Mouth cleaning items equipped with sound system technology are gaining high popularity among kids as they can enjoy the tooth brushing activity with musical systems.

Toothbrush Market Trends

Growing Popularity of Disposable Toothbrush to Amplify Market

The increasing awareness of various environmental hazards due to the usage of plastic-based oral care items among the masses would result in a greater consumer demand for disposable mouth cleaning products. Additionally, manufacturers mainly focus on developing such eco-friendly products to effectively contribute to environmental sustainability. For instance, in April 2021, Colgate Palmolive Company launched tooth brushing products made of 80% less plastic than traditional tools. These products consist of recyclable aluminum handles, soft disposable bristles, and a tongue & cheek scraper that are essential in doing a complete mouth cleaning activity.

Besides, the growing trend of leisure or hiking activities among people is likely to surge the demand for portable & disposable personal care items to keep minimum luggage with them during traveling.

Toothbrush Market Growth Factors

Rising Prevalence of Oral-related Diseases to Drive Market Growth

Nowadays, a large number of people are suffering from various oral-related diseases such as tooth decay, periodontal diseases, oral cancer, oro-dental trauma, noma, and others. The increasing prevalence of such diseases is likely to surge the demand for medically prescribed toothbrush. As per the World Health Organization’s global oral health status report, published in 2022, oral diseases affected nearly 3.5 billion people globally, among which 2 billion people have caries of permanent teeth.

Additionally, recent governmental norms regarding the ban on the usage of plastic material for the manufacturing process of such items have strongly motivated the industry players to develop sustainable oral care products, thereby providing new opportunities for market growth. For instance, from November 2022, in addition to banning single-use plastic bags, the government of New South Wales (NSW) also banned the supply of single-use plastic items in New South Wales, Australia. In addition, people's unhealthy lifestyles and improper eating habits are likely to generate the consequences of various oral infection problems, further resulting in the high demand for such items. Further, some of the other major factors, such as growing retail infrastructural facilities, increasing number of dental clinics & hospitals, and other commercial distribution channels, are set to support the toothbrush market growth.

Rising Number of Innovative Product Launches by Key Players to Support Growth

Nowadays, companies are introducing various innovative oral care items to provide effective oral hygiene solutions to people. This factor is likely to attract consumers toward purchasing such products, which would drive the market growth. For instance, in January 2022, Oral-B, a Procter & Gamble Co.-owned dental care brand, launched Oral-B iO lineup of iO4 and iO5 electric brushes in the global market. The products are equipped with a blend of technologies such as bi-modal smart pressure sensing technology, linear magnetic drive, and redesigned brush heads that provide professional mouth cleaning feel to the users.

Key companies focus on developing Bluetooth & Wi-Fi-enabled oral care items to provide smart mouth cleaning solutions to users, driving product demand. For instance, in January 2024, Oclean, an oral science technology company, launched Oclean X Ultra WiFi Smart Sonic Electric Toothbrush at CES 2024. This AI-based product has impressive capabilities of delivering 42,000 RPM brush spinning speed for gentle tooth cleaning action process.

RESTRAINING FACTORS

Incidences of Gum Roughness and Damage due to Improper Product Usage Limit Industry Growth

Increasing incidences of gum & teeth roughness and damage due to the improper usage of brushes of hard bristles limits the product demand among higher income household groups across the globe. Furthermore, incidences of blooding and teeth damage due to the improper usage of electric products by kids restrain the market growth.

Toothbrush Market Segmentation Analysis

By Product Type Analysis

Manual Segment to Hold Major Share Owing to Lower Cost

Based on product type, the market is segmented into manual and electric. Manual type of mouth cleaner is widely used by people across the globe owing to lesser costs compared to that of electric type. Additionally, unlike the electric type, the easy availability of manual brushes at various convenience stores and supermarkets would result in the large consumption of such products.

However, the electric toothbrush segment is expected to grow faster in the global market as these brushes can effectively help remove dental plaque compared to manual ones. Also, the introduction of innovative features such as Bluetooth & Wi-Fi connectivity, pressure sensor control, and AI-enabled feedback features in the design of electric brushes is likely to attract consumers to buy such items, which would drive growth in this segment.

By Bristle Type Analysis

Soft Segment to Grow Rapidly Fueled by its Ability to Clean Sensitive Teeth Effectively

Based on bristle type, the market is categorized into soft, medium, and firm. Tooth brushing products made up of soft bristles are most preferably used by people over other types as they are more effective in cleaning sensitive teeth without applying much pressure. Additionally, they prevent gum swelling or itching problems that usually occur in the case of medium and hard brushes. The higher recommendation of such type of brush from dentists and experts over other types would result in the high growth of the soft segment. Besides, ultra-soft toothbrush is extensively used to clean lips and face.

However, the medium segment is set to showcase considerable growth during the forecast period of 2024-2032 as such brushes have higher cleaning capability, unlike the soft ones. They also provide optimum dental protection. Furthermore, the continuous recommendation of the usage of medium bristle-based brushes for adult dental care by dental professionals supports the segmental growth.

By End-user Analysis

Adult Segment to Dominate Stoked by Rising Prevalence of Dental Caries

The adult population is more likely to use oral care items due to the increasing prevalence of dental caries. According to data published by the Centers for Disease Control and Prevention (CDC), as of November 2022, nearly 46% of American adults aged 30 years and above have some signs of gum diseases.

Moreover, the availability of a wide variety of oral care items for the adult population over children would result in a larger share of the adult segment. However, factors such as unhealthy lifestyles and improper dietary habits would lead to increasing dental concerns among kids across the globe. It is likely to drive the growth of the children segment.

REGIONAL INSIGHTS

In terms of region, the market is analyzed across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific holds majority of the global toothbrush market share. The geriatric population is more likely to suffer from oral problems such as tooth cavities, tooth decay, and others. Therefore, the increasing aging population in countries, such as China and South Korea, results in the higher consumption of tooth brushing products in Asia Pacific. According to 2020 census data published by the Government of People’s Republic of China (PRC), the population aged 60 years and above in China reached 264 million, 18.7% of the total population in 2020.

Furthermore, increasing infrastructural facilities such as convenience stores and supermarkets in countries such as Indonesia and India are likely to support the growth of the market in the region. In October 2021, Plum, a direct-to-consumer, Indian personal care & beauty brand launched its 50 offline stores to increase its customer base. Also, the rising awareness regarding hygiene and cleanliness among people would cause an increasing demand for dental care items in the region.

The considerable growth of the market in North America is attributed to the recent launches of innovative dental care grocery items by prominent companies such as Colgate Palmolive Company, Unilever Plc., and others in countries, namely, the U.S. and Canada. It is likely to attract consumers to purchase these items.

• For instance, in January 2020, Colgate Palmolive Co. launched an optic sensor technology-based smart tooth brushing product in the Canada market. The Colgate Plaqless Pro is designed to address consumers’ real-time tooth brushing needs.

Additionally, people's improper lifestyle and busy working habits in these countries would result in a higher prevalence of dental caries in the region. According to the American Dental Association, the U.S. dental expenditure reached USD 68.0 billion in 2022, up from USD 63.0 billion in 2020. Compared to 2019, the limited availability of the product supplies during the COVID-19 pandemic resulted in a 11.3% decline in the U.S. dental care spending in 2020.

The Europe market is primarily driven by adequate import facilities for oral care items in countries, such as Germany and the U.K., thereby supporting the revenues of such products from the Europe market. According to data presented by the Association of Dental Industry (VDDI), in 2020, Germany imported and exported USD 5.7 billion and USD 3.5 billion values of dental products in the country, respectively. Besides, growing awareness regarding using sustainable personal hygiene products such as disposable toothpaste and brushes, bamboo-based toilet papers, zero waste shavers, and others is likely to show newer opportunities for market growth.

List of Key Companies in Toothbrush Market

Leading Companies Launch Various Products for Attracting Consumers

Key toothbrush companies are largely introducing various innovative dental care items to attract consumers. The development helps companies compete with other players in the market. Additionally, they are constantly trying to expand their product portfolios to generate higher revenues from their personal care businesses. Also, they are developing a variety of eco-friendly toothbrush products to meet the growing hygiene needs of travelers and to adhere to the governmental regulations on the usage of plastic-based items.

LIST OF KEY COMPANIES PROFILED:

• Colgate Palmolive Co. (U.S.)


• The Procter & Gamble Company (U.S.)


• Unilever, Plc. (U.K.)


• Church & Dwight Co. Inc. (U.S.)


• Koninklijke Philips NV (Netherlands)


• GlaxoSmithKline Plc. (U.K.)


• Lion Corporation (Japan)


• Curaden AG (Switzerland)


• Johnson & Johnson Services, Inc. (U.S.)


• Reckitt Benckiser Group Plc. (U.K.)

KEY INDUSTRY DEVELOPMENTS

• December 2023: Arrive Technology Inc. acquired AirBox Technologies, a smart mailbox provider service, to further merge with a Canadian electric toothbrush retailer Bruush Oral Care Inc. and increase its product reach in Canada.


• September 2023: TePe, a Swedish oral care company, established a partnership with Clinical Research Dental (CRD) to increase its product reach across Canada and the Caribbean. 


• March 2023: Boka, a personal care products brand, established a partnership with Ulta Beauty, Inc., to increase its product reach to over 800 store locations of the retailer across the U.S.


• April 2022: quip, a modern oral health care company acquired Toothpic, an American teledental services provider, to increase the reach of its dental care services to more than 36 million Americans. This partnership would increase the product consumption in America.


• February 2022: Colgate Palmolive Co. launched ‘Know Your OQ,’ a global campaign to empower public understanding and improve their oral health conditions. The campaign would uplift the consumer demand for mouth brushing products.

REPORT COVERAGE

The research report gives a comprehensive analysis of the market and highlights critical aspects such as prominent companies, competitive landscape, product types, bristle categories, and end-user areas. Besides this, the report provides insights into the toothbrush market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the market growth.

Report Scope & Segmentation