Electric Toothbrush Market Sees Strong Online Growth
The global electric toothbrush market is being reshaped by clinical validation and smart-device integration, with the online retail channel projected to grow at a 9.56% compound annual growth rate through 2031. Europe is expected to hold over 36% of the market share in 2025, according to a new report from Mordor Intelligence.
- The global market is highly consolidated, with Procter & Gamble's Oral-B and Philips' Sonicare brands commanding the majority of the market share. Key competitors include Colgate-Palmolive, Panasonic, and FOREO. - Oscillating-rotating brush technology accounted for the largest revenue share in 2025 at over 54%, while sonic and ultrasonic toothbrushes are projected to be the fastest-growing segment with a 9.95% CAGR through 2031. - Strategic partnerships are shaping regional distribution, such as the collaboration between Philips and Colgate-Palmolive to launch co-branded electric toothbrushes in Latin America. - The adult segment dominates the market, capturing over 85% of sales in 2025; however, the kids' segment is forecast to expand more rapidly at an 8.95% compound annual growth rate through 2031. - While Europe is a major market, the Asia-Pacific region is projected to be the fastest-growing, fueled by rising disposable incomes and a burgeoning middle class in countries like China and India. - Smart features driving the market include AI-powered apps that provide real-time feedback on brushing coverage and pressure sensors that prevent gum damage. - A large private label manufacturing ecosystem, centered in Chinese hubs like Shenzhen, offers OEM/ODM services, enabling retailers and direct-to-consumer brands to launch lower-cost, customized alternatives to established brands. - Clinical evidence is a major adoption driver, with studies showing that powered toothbrushes can remove up to 21% more plaque and reduce gingivitis by 11% compared to manual brushing after three months of use.
