How Top Toothbrush Companies Have Been Gaining Competitive Edge in the Market?

A toothbrush is an oral hygiene tool used to clean the gums, tongue, and teeth. It consists of a top to which toothpaste can be applied and a head of tightly clustered bristles, which is mounted on a handle that facilitates the cleaning of hard-to-reach areas of the mouth. It is an important tool in helping guard against cavities and plaque. Without having a good toothbrush, one will face poor dental hygiene and consequently, this can affect the overall health. In fact, there are numerous studies linking bad oral care to diabetes, respiratory conditions, and heart disease.

As per Fortune Business Insights, the global market for toothbrush will reach USD 9.63 billion by 2030 with a CAGR of 4.52%. The market reached USD 6.90 billion in 2022 and is projected to grow to USD 7.07 billion in 2023.

Fortune Business Insights Highlights The Top 10 Toothbrush Companies In The Market

1. Colgate Palmolive Co.

With a global presence in over 200 countries, Colgate Palmolive Co. is a U.S.-based consumer products company specializing in oral care, home care, pet nutrition, and personal care. Across Asian markets, the Colgate brand is most popular, most notably in India.

In September 2022, to tackle the problem of plastic waste in landfills, the firm launched Colgate Keep, a metal handle toothbrush with replaceable plastic heads. It has features a soft-bristled disposable, a tongue scraper, and a reusable metal stand-up handle. It also features outer packaging made of 60% recycled cardboard.

2. Procter & Gamble

A U.S.-based multinational consumer goods company, Procter and Gamble (P&G), was established in 1837. Its brands include Charmin, Fairy, Febreze, Gillette, Head & Shoulders, Oral B, Pantene, Pampers, Tide, Vicks, and Braun. In 2020, to reduce emissions by half over the next ten years, the company announced plans for its operations to be climate neutral by 2030.

In February 2019, to assist users in identifying the recommended amount of time for brushing, Procter & Gamble announced the launch of the Oral-B Genius X electric toothbrush, which uses AI to gain valuable insights into brushing behaviors.

3. Johnson & Johnson

Established in 1886, Johnson and Johnson Inc. is a U.S.-based corporation that develops medical devices, consumer packaged goods, and pharmaceuticals. It operates through Pharmaceutical, Medical Devices, and Consumer Health segments. The Consumer Health segment includes oral care, beauty, OTC pharmaceutical, women's health, wound care products, and baby care.

4. Unilever

Unilever PLC is a U.K.-based international consumer goods company manufacturing food, detergents, home and personal care products, and fragrances. It operates through foods and refreshments, home care businesses, and beauty and personal care segments. The Beauty and personal care segment deals with deodorants, oral care, skin and hair care products, and product segments. The company has a global presence in more than 190 countries worldwide.

5. Church & Dwight Co. Inc.

Church & Dwight Co. Inc., is an American firm that is capable of producing a wide range of domestic consumer products and sodium bicarbonate/ baking soda. The company's business segments include Consumer International, Specialty Products, and Consumer Domestic. In November 2021, Church & Dwight acquired an alcohol-free mouthwash brand, TheraBreath, in the U.S. With this acquisition, the brand expanded its oral care portfolio, including SPINBRUSH battery-operated toothbrushes, ORAJEL oral analgesics, WATERPIK water flossers, and ARM & HAMMER toothpaste.

6. Reckitt Benckiser Group Plc 

Reckitt Benckiser Group Plc is a U.K.-based manufacturer and distributor of household, speciality products, nutrition, toiletry, health care products, and personal care. The company's product offerings include laundry products, dishwashing detergents, disinfectant sprays, household cleaners, personal care products, and air fresheners. It also sells adult nutrition, infant and child nutrition, minerals, vitamins and supplements, pain relief products, hair removal, pest control products, and over-the-counter (OTC) drugs.

7. Koninklijke Philips N.V.

Koninklijke Philips N.V. is a Netherlands-based multinational conglomerate and a leading electronics manufacturer, producing a wide range of premium consumer products. The company's business segments include personal health, connected care, and treatment & diagnosis.

In April 2022, Philips India launched the Sonicare range of electric toothbrushes with superior Sonic Technology. It provides three to seven times better plaque removal than manual toothbrushes. The Sonicare range series offers an effortless and effective solution for daily cleansing and maintaining stronger gums with superior cleaning.

8. GlaxoSmithKline Plc

GlaxoSmithKline Plc is a U.K.-based company specializing in manufacturing and and developing pharmaceuticals, vaccines, and consumer healthcare products. The company offers over-the-counter (OTC) products for oral health, nutrition, skin health, gastrointestinal diseases, and pain relief. It sells its products through pharmacies, hospitals, physicians, wholesalers, and other groups globally.

9. Lion Corporation

Lion Corporation is a Japanese household and personal products manufacturer and distributor of cleansers, toothpaste, toothbrushes, hair-care products, skin-care products, cooking-related products, pharmaceuticals, and soaps. The company has a global presence in overseas markets including Taiwan, Hong Kong, Singapore, China, Malaysia, Thailand, and South Korea.

10. Curaden AG 

Curaden AG is a Switzerland-based manufacturer and seller of oral care products. The company specializes in manufacturing over 120 products and training dental professionals. Its brands include Swiss Smile, edel+white, mega smile, and CURAPROX are developed in partnership with researchers and practitioners. In July 2021, Curaden AG's Curaprox brand launched "CS 12460 velvet", an innovative range of toothbrushes. Curaprox is known to build effective and gentle toothbrushes. The company claims that the CS 12460 velvet head holds ultra-fine Curen filaments, an efficient cleaning surface, and 12,460 ultra-soft.

Growing Utility of Eco-Friendly Products Helps Manufacturers to Increase their Portfolio

The rising awareness amongst consumers regarding oral care & hygiene is primarily driving the demand for t products to a great extent. Furthermore, manufacturers are focusing on developing eco-friendly products with the aim of contributing to environmental sustainability effectively. One of the prominent reasons that have bolstered the demand for the product is the surging adoption of innovative oral care items which provide effective oral hygiene solutions to people. All such factors are likely to attract consumers toward purchasing such products, which would drive the market. Meanwhile, the higher cost of premium-based products could hamper the global market.