Global Power Toothbrush Market Size, Share, Opportunities, COVID-19 Impact, And Trends By Battery Type (Rechargeable, Non-Rechargeable), By Technology (Rotating Oscillatory, Sonic), And By Geography - Forecasts From 2022 To 2027

  • Published : Nov 2022
  • Report Code : KSI061610572
  • Pages : 140

The global power toothbrush market was valued at US$3.400 billion in 2020.

According to the World Health Organization (WHO), oral diseases such as tooth decay and gingivitis, among others, are one of the most commonly prevalent non-communicable diseases that affect people and cause pain and discomfort, among other problems. These oral problems are occurring due to the lack of proper oral hygiene practices among people. In 2016, “The Global Burden of Disease Study” by the WHO reported that approximately half of the population in the world (3.58 billion people) suffer from dental caries (also known as tooth decay) which is the most commonly occurring oral disease. Also, periodontal disease, which causes infection in the teeth and damage to soft gum tissues, was found to be the 11th most common disease globally.

Increased prevalence of oral disease

The rising incidence of oral disease and growing awareness regarding oral hygiene are encouraging people to take steps to mitigate the risk of oral disease and practice better oral hygiene methods. In addition, a majority of the low-income population and middle-income populations are not preferring to go for dental treatments, as they are expensive and they are looking for cheaper solutions to avoid visiting a dental clinic. All these factors are significantly driving the demand for power toothbrushes, thus positively impacting the market growth globally.

The increasing number of people worldwide entering the old age group is another driving factor that is contributing to the growth of the power toothbrush market. This is because, with age, the chances of getting oral diseases increase, thus increasing the adoption of a power toothbrush, especially in developed economies. The use of these toothbrushes helps to reduce the risk of getting oral diseases such as receding gums, tooth loss, and loss of tooth strength. However, the high cost of a power toothbrush is hampering the market’s growth in developing economies. Moreover, the availability of substitutes that is, a standard toothbrush that comes at a cheaper price, is also restraining the market’s growth.

Growing product launches to drive market growth

Prominent players in the electric toothbrush market are involved in launching new and enhanced products to boost their market share, thus contributing to market growth. For example, recently, a new smart toothbrush “BriteBrush” was launched by WowWee, to tackle poor oral hygiene habits found prevalent in kids who find brushing twice a day a boring chore. This toothbrush uses songs, games, and life coaching to make brushing an interesting activity, that kids look forward to.

This toothbrush tends to encourage proper brushing techniques known as the “Modified Bass Technique”, which is widely recommended by dentists. In addition, it uses smart sensor technology and a vibrating handle and a parent check light. These features encourage total mouth coverage and side change recognition, allowing the parents to check and ensure that the kids are brushing correctly. In 2019, the company announced the launch of its Oral-B “Genius X Electric Toothbrush”, which is a toothbrush that has the latest technological capabilities such as AI to facilitate better brushing of teeth. The toothbrush establishes a Bluetooth connection with the user's phone and shows a timer recommending the appropriate brushing time and for how long the user is brushing, and which area the user should clean next. Xiaomi is also planning to launch the Mi Electric Toothbrush in India, which comes with a magnetic levitation sonic motor and claims to improve oral hygiene with real-time data. 

Rechargeable power toothbrush to expect significant CAGR during the forecast period

Rechargeable smart toothbrushes are projected to grow at a significant CAGR during the forecast period owing to the use of docking stations for charging. Even though they come at a relatively higher price than the non-rechargeable power toothbrush, people are buying rechargeable electric toothbrushes to avoid the cyclic cost associated with the requirement to change the batteries.

The sonic technology segment holds a significant market share

Sonic technology-enabled power toothbrushes are estimated to hold a noteworthy share as this type of power toothbrush can provide more effective plaque removal and can clean the hard-to-reach areas in the mouth at greater speeds. The rotating oscillatory uses back and forth rotational motion for cleaning at a lower speed, which is useful for people with sensitive gums and teeth, thus driving the market growth of rotating-oscillatory power toothbrushes.  

The Asia Pacific is one of the emerging regional markets for power toothbrush vendors

Geographically, the global electric toothbrush market has been segmented into North America, South America, Europe, the Middle East and Africa, and Asia-Pacific. North America holds a significant market share owing to the rising incidence of oral disease and high awareness about the use of power toothbrushes. According to the CDC (Centers for Disease Control and Prevention) statistics, the prevalence of total caries (both treated and untreated) for 2015-16 was 45.8 per cent while untreated caries among children aged 2-19 years was 13.0 per cent in the U.S. Moreover, the high cost of dental procedures is encouraging consumers to shift towards a lower-cost choice and practising good oral hygiene thus, driving the market growth across this region. The Asia Pacific Power Toothbrush market is poised to show significant growth over the forecast period. Growing awareness regarding oral health is bolstering the growth of this regional market for power toothbrushes. The booming e-commerce industry is acting as a supporting factor for the growing market of power toothbrushes in APAC countries.  

Key Developments

  • July 2021: As per the press release by Oral-B in July 2021, the leading provider of oral care products, Oral-B, unveiled the iO Series 10, their most advanced electric toothbrush, which includes artificial intelligence (AI) to provide real-time instructions on when, where, and how to brush. The magnetic charger features a feature where six LEDs on the weave change colors to show how well it brushes across six different zones.
  • March 2021: As per the press release by Colgate in March 2021, in order to give individuals in Latin America access to the oral health benefits of electric toothbrushes, Colgate-Palmolive and Philips have begun a long-term partnership. In other markets, Colgate and Philips will continue to sell their dental care products independently. The companies have a strong desire to increase the use of electric oral care devices in Latin America, where the prevalence of electric toothbrushes is low.
  • June 2020: As per the press release by Xiaomi in June 2020, they launched Mi Electric Toothbrush T100 in the market. The toothbrush has 30-day battery life and was sold via Xiaomi's crowdfunding platform. The electric toothbrush comes in just one colour option, which is white. The bristles are very soft and the toothbrush is a noise-free design.

Impact of COVID-19 on the Power Toothbrush Market 

Several industries were severely damaged by the novel coronavirus pandemic. Due to the protracted lockdown, manufacturing facilities were shut down, and the supply chain was disrupted, which hurt the market. However, it had a favourable effect on the market for electric toothbrushes. This is mostly because of a shift in public consciousness toward health and wellness brought on by the dread of coronavirus infection and its severe symptoms. The Covid-19 outbreak caused customers to favour internet retail platforms over traditional distribution methods when buying electric toothbrushes. As a result, more people are using electric toothbrushes to clean their teeth effectively and combat oral disorders like gum infections. During the pandemic, all of these factors enhanced the market's income. The data issued by the Colgate Palmolive annual report mentions that its global net sales in 2020 have witnessed a rise from the previous year. The market is anticipated to grow further in the forecast period.

Global Power Toothbrush Market Scope:


Report Metric Details
 Market Size Value in 2020  US$3.400 billion
 Growth Rate  CAGR during the forecast period
 Base Year  2020
 Forecast Period  2022–2027
 Forecast Unit (Value)  USD Billion
 Segments Covered  Battery Type, Technology, And Geography
 Regions Covered  North America, South America, Europe, Middle East and Africa, Asia Pacific
 Companies Covered Xiaomi, Procter & Gamble, FOREO, Koninklijke Philips N.V., Colgate-Palmolive Company., Baracoda, Ordo, M+C Schiffer GmbH, Smile Brilliant, BRIO PRODUCT GROUP
 Customization Scope  Free report customization with purchase



  • By Battery Type
    • Rechargeable
    • Non-Rechargeable
  • By Technology
    • Rotating Oscillatory
    • Sonic
  • By Geography
    • North America
      • USA
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Others
    • Europe
      • Germany
      • France
      • United Kingdom
      • Spain
      • Italy
      • Others
    • Middle East and Africa
      • Saudi Arabia
      • Israel
      • UAE
      • Others
    • Asia Pacific
      • China
      • Japan
      • South Korea
      • India
      • Taiwan
      • Thailand
      • Indonesia
      • Others

Frequently Asked Questions (FAQs)

Power Toothbrush Market was valued at US$3.400 billion in 2020.
Prominent key market players in the power toothbrush market include Xiaomi, Procter & Gamble, FOREO, Koninklijke Philips N.V., Colgate-Palmolive Company., and Baracoda, among others.
The global power toothbrush market is segmented by battery type, technology, and geography.
North America holds a significant market share owing to the rising incidence of oral disease and high awareness about the use of power toothbrushes.
The rising incidence of oral disease and growing awareness regarding oral hygiene are the major factors driving the power toothbrush market growth.

1. Introduction

1.1. Market Overview

1.2. COVID-19 Scenario

1.3. Market Definition

1.4. Market Segmentation


2. Research Methodology

2.1. Research Data

2.2. Assumptions


3. Executive Summary

3.1. Research Highlights


4. Market Dynamics

4.1. Market Drivers

4.2. Market Restraints

4.3. Porters Five Forces Analysis

4.3.1. Bargaining Power of Suppliers

4.3.2. Bargaining Power of Buyers

4.3.3. Threat of New Entrants

4.3.4. Threat of Substitutes

4.3.5. Competitive Rivalry in the Industry

4.4. Industry Value Chain Analysis


5. Global Smart Toothbrush Market Analysis, By Battery Type

5.1. Introduction

5.2. Rechargeable

5.3. Non-rechargeable


6. Global Smart Toothbrush Market Analysis, By Technology

6.1. Introduction

6.2. Rotating Oscillatory

6.3. Sonic


7. Global Smart Toothbrush Market Analysis, By Geography

7.1. Introduction

7.2. North America

7.2.1. USA

7.2.2. Canada

7.2.3. Mexico

7.3. South America

7.3.1. Brazil

7.3.2. Argentina

7.3.3. Others

7.4. Europe

7.4.1. Germany

7.4.2. France

7.4.3. United Kingdom

7.4.4. Spain

7.4.5. Italy

7.4.6. Others

7.5. Middle East and Africa

7.5.1. Saudi Arabia

7.5.2. Israel

7.5.3. UAE

7.5.4. Others

7.6. Asia Pacific

7.6.1. China

7.6.2. Japan

7.6.3. South Korea

7.6.4. India

7.6.5. Taiwan

7.6.6. Thailand

7.6.7. Indonesia

7.6.8. Others


8. Competitive Environment and Analysis

8.1. Major Players and Strategy Analysis

8.2. Emerging Players and Market Lucrativeness

8.3. Mergers, Acquisitions, Agreements, and Collaborations

8.4. Vendor Competitiveness Matrix


9. Company Profiles

9.1. Xiaomi

9.2. Procter & Gamble

9.3. FOREO

9.4. Koninklijke Philips N.V.

9.5. Colgate-Palmolive Company.

9.6. Baracoda

9.7. Ordo

9.8. M+C Schiffer GmbH

9.9. Smile Brilliant



Procter & Gamble


Koninklijke Philips N.V.

Colgate-Palmolive Company.



M+C Schiffer GmbH

Smile Brilliant