Toothbrush Market

Toothbrush Market Outlook (2022 to 2032)

The global toothbrush market was valued at US$ 6.9 billion in 2022 and is forecasted to expand at a CAGR of 4.3% to reach a market valuation of US$ 10.6 billion by end of 2032. According to this new study by Persistence Market Research, North America is the leading regional market with a share of 35.4% in 2022.

A toothbrush is a basic product used to maintain oral hygiene and reduce dental issues. The growing number of oral problems is a major factor driving market expansion. Bad breath, tooth erosion, tooth decay, tooth sensitivity, periodontal disease, oral cancer, etc., are some of the distinctive dental issues the population suffers from. It is crucial to prevent these diseases by using the right brushing methods and choosing the right toothbrush.

• The American Cancer Society estimates 54,000 new cases of oropharyngeal cancer or oral cavity in the United States in 2022.

Good oral health is ultimately the result of the discipline that a person follows in day-to-day life. Various government initiatives to spread awareness regarding oral infections are anticipated to drive the global market.

Sales of electric toothbrushes accounted for 60.7% share of the global toothbrush market in 2021.

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Toothbrush Sales Analysis (2012 to 2021) Vs. Market Estimations (2022 to 2032)

Dales of toothbrushes increased at a CAGR of 3.8% from 2012 to 2021 owing to increasing demand for personal hygiene products across the world. Rising cases of oral diseases as well as the emergence of the COVID-19 pandemic triggered the population toward personal hygiene, which, in turn, uplifted the demand for personal care products in the market.

Toothbrushes accounted for 15.2% share of the global oral care market in 2021.

• In 2019, the Global Burden of Disease Study estimated that 3.5 billion people suffered from oral diseases, worldwide.

Using a standard toothbrush can avoid the chances of periodontal diseases and can result in achieving oral benefits and clinical efficacy. Therefore, considering these facts, most dental healthcare specialists recommend changing a toothbrush once every three months to increase the hygienic space and dental cleanliness as it loses its ability to remove plaque from the mouth.

Increasing awareness among the public regarding oral hygiene through various government initiatives and dynamic marketing by manufacturers on various platforms such as print media, social media, visual media like hoardings, newspapers, magazines, TV commercials, and radio broadcasts are boosting the growth of the target market.

The global market for toothbrushes is expected to expand at a CAGR of 4.3% during the forecast period from 2022 to 2032.

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What are the Key Opportunities for Toothbrush Manufacturers?

Considering the current scenario, a large number of people are suffering from dental problems such as tooth decay, tooth sensitivity, tooth erosion, etc. Improper eating habits and unhealthy lifestyles increase oral infections.

• In a biannual report by NHS Dental Statistics for England in Feb 2022, it was revealed that 35.5% of the adult population, which is around 15.8 million, visited a dentist in 2021.

Growing awareness of oral health along with the easy availability of the product in the market and on various platforms is driving market progress. As many governments have imposed a ban on plastic usage, there is growing development of new products by key players in the market, which eventually contributes to the overall growth of the market.

• According to Euronews, the European government imposed a ban on single-use plastic straws, cups, containers, bottles, and especially products made from polystyrene in July 2021.

The ban on plastic has given rise to the development of electric toothbrushes that have unique sensors for pressure and advanced devices that can connect to Wi-Fi and Bluetooth for advanced oral care.

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What are the Factors Restraining the Demand Growth for Toothbrushes?

The relatively high cost of electric toothbrushes is a restraining factor for market growth. In these brushes, the head is very expensive, which limits the adoption of electric brushes. The bristles in these brushes are supposed to be changed every 3 to 6 months, which makes them even more costly. In addition, considering the environmental aspect, the question regarding the disposal of these brushes is another factor that limits their demand growth. Since these brushes utilize electricity, i.e., they have batteries, the extra cost of these batteries needs to be taken care of along with their susceptibility to damage.

Increasing number of various unorganized and local players in the market is creating great competition for prominent players. Dental injuries caused due to uneven pressure applied while brushing negatively are another issue. Doctors have warned that such practices can cause injuries to soft tissues, which can be life-threatening if not taken care of properly. These have given rise to the powdered and liquid forms of toothpaste, which is a major reason that can cause hindrance to market growth.

The material used for making the bristles of brushes is generally nylon-6, which is not a compostable or biodegradable material. This study reveals suggests that hard bristles are less purchased as compared to others. Owing to the increasing number of cases of dental injuries, brushes with soft bristles are purchased more, however, it is reported that they cannot remove plaque or food from in between the teeth very efficiently.

Prerna Shiv
Client Partner

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Country-wise Insights

Why is the United States a Large Market for Toothbrushes?

The United States held 21.1% share of the global market in 2021. Growing oral injury cases in the country are driving the demand for toothbrushes.

• According to a report published by the Observatory of Economic Complexity, the United States was the second-highest importer of toothbrushes, which amounted to US$ 0.25 billion in 2020.
• In the United States, around 82.8% of the population is urban, according to Worldometers data, which eventually means that awareness among the population regarding oral hygiene is high, and thus, sales of toothbrushes in the country are equally high.

What is the Outlook of Germany in the Toothbrush Market?

In 2021, Germany held 9.1% share of the global toothbrush market and is expected to progress steadily during the forecast period.

• Germany is the largest market for dental equipment in Europe, valued at US$ 2.48 billion in 2019, as stated by the International Trade Administration.

The country was the highest importer of toothbrushes in the region in 2020, valued at US$ 0.29 billion. The market is expected to expand steadily over the forecast period owing to investments made in the healthcare and dental sector.

How is the United Kingdom Toothbrush Market Evolving?

In the United Kingdom, sales of toothbrushes accounted for US$ 503.3 million in terms of revenue in 2021.

Adoption of practices by manufacturing companies such as following market trends, monitoring and improving procurement patterns, and focusing on innovative upgradation of products is fueling market growth. Companies are also collaborating with dental specialists to improve the quality of their offerings as well as meet varied customer's needs.

A majority of the population of the country is urban, i.e., around 83.2%, and thus has a high sense of responsibility toward the environment. As such, manufacturers are trying to develop eco-friendly toothbrushes made of wood that can be recycled, which is driving overall market growth.

Category-wise Insights

Which Type of Toothbrush Driving Substantial Market Growth?

The electric toothbrush market is expected to exhibit a CAGR of 5.3% from 2022 to 2032. It accounted for a leading market share of 60.7% in 2021.

Electric toothbrushes are expected to dominate the market considering their outcome in dental plaque removal. In addition, technologically advanced brushes with Bluetooth and Wi-Fi connectivity, AI-enabled backs, and pressure control sensors are expected to attract more customers and propel their demand growth.

Which Bristle Type is Largely in Focus?

Soft-type bristle brushes accounted for a market revenue share of 38.7% in 2021.

Dental injuries caused due to hard bristles have triggered the increasing use of soft bristles, as these provide sufficient cleaning and removal of dental plaque and also care against tooth decay.

Competitive Landscape

The market for toothbrushes is a highly fragmented space with the presence of a high number of local and key global players. Considering the competition with local players, key players in the market are focusing on the expansion of their portfolios and innovations in dental care products having various technological advancements to expand their customer base.

Toothbrush manufacturers are also coming up with single-use toothbrushes considering the hygiene requirements of travelers and eco-friendly toothbrushes to follow the norms of governments regarding the use of plastic.

• In April 2021, Koninklijke Philips N.V. introduced the Philips Sonicare 9900 Prestige. This device uses AI technology to recognize when a user forgets to brush their molars, and, in response, notifies them through the Philips Sonicare App and recommends them for brushing.
• In March 2020, Guangdong BESTEK E-commerce Co. Ltd. introduced its innovative M-Care electric tooth-brushing device and a UV sanitizer to enable consumers to clean their teeth in a germ-free environment.

Toothbrush Industry Report Scope

Toothbrush Industry Research Segmentation

By Product:

• Manual
• Electric

By Bristle:

• Soft
• Medium
• Hard

By Application:

• Kids
• Adults

By Distribution Channel:

• Hypermarkets/Supermarkets
• Speciality Stores
• Drug Stores & Pharmacies
• Online Retailers
• Other Sales Channels

By Region:

• North America
• Latin America
• Europe
• South Asia
• East Asia
• Oceania
• Middle East and Africa (MEA)