The global Power Toothbrush market is projected to grow at a CAGR of 4.88% to reach a value of US$4.313 billion by 2025, from US$3.241 billion in 2019. According to the World Health Organisation (WHO), oral diseases such as tooth decay and gingivitis among others are one of the 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 tooth and damage to soft gum tissues, was found out to be the 11th most common disease globally.
Rising incidence of oral disease and growing awareness regarding oral hygiene are encouraging people to take steps in order to mitigate the risk of oral disease and practice better oral hygiene methods. In conjunction, a majority of the low-income population and middle-income population are not preferring to go for dental treatments, as they are expensive due to which they are looking for cheaper solutions to avoid visiting a dental clinic. All these factors are significantly driving the demand for power toothbrush, 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 usage of these toothbrushes helps to reduce the risk of getting oral diseases such as receding gums, tooth loss, and losses in tooth strength.However, the high cost of a power toothbrush is hampering the market 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 growth.
Prominent players in the power toothbrush market are involved in launching new and enhanced products in order to boost their market share, thus contributing to the 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 as a boring chore. This toothbrush uses songs, games and live coaching to make brushing an interesting activity, which 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 users' phone and shows a timer recommending the appropriate brushing time and for how long the user is brushing, and which area should the user 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.
The power toothbrush market has been segmented based on battery type, technology, and geography. By battery type, the market has been segmented as rechargeable and non-rechargeable. By technology, the market has been segmented as rotating oscillatory and sonic.
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 so as to avoid the cyclic cost associated with the requirement of change of the batteries.
Sonic technology segment holds a significant market share
Sonic technology-enabled power toothbrush is estimated to hold a noteworthy share as this type of power toothbrush is able to provide more effective plaque removal and is able to clean the hard to reach areas in the mouth at greater speeds. The rotating oscillatory uses back and forth rotational motion for the cleaning at a lower speed which is useful for people with sensitive gums and teeth, thus driving the market growth of rotating-oscillatory power toothbrush.
Asia Pacific 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, 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 toothbrush. 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 percent while untreated caries among youth aged 2-19 years was 13.0 percent in the U.S. Moreover, the high cost of dental procedures is encouraging the consumers to shift towards a lower cost choice and practicing 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 toothbrush. The booming e-commerce industry is acting as a supporting factor for the growing market of power toothbrush in APAC countries.
The major players covered as a part of this report are Xiaomi, Oral-B, FOREO, Koninklijke Philips N.V., Colgate-Palmolive Company, Baracoda, Ordo, M+C Schiffer GmbH, Smile Brilliant, and BRIO PRODUCT GROUP.