Toothbrush Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Global Toothbrush Market Trends and Insights

Increasing Consumer Awareness of Oral Hygiene

Global awareness of oral hygiene has increased toothbrush adoption through public health campaigns and educational initiatives. The World Health Organization reports that approximately 3.5 billion people worldwide will suffer from oral diseases in 2025 ^{[1]Source: World Health Organization, “Oral Health Fact Sheet 2025,” WHO, who.int}, including tooth decay, gum disease, and oral cancer, emphasizing the necessity of proper oral hygiene practices and tools. According to the Centers for Disease Control and Prevention, in 2025, 11% of children aged 2-5 years had untreated decay in their primary teeth ^{[2]Source: Centers for Disease Control and Prevention, “Dental Caries and Sealant Prevalence in Children 2025,” CDC, cdc.gov}. Heightened awareness of health disparities, especially in untreated tooth decay among Mexican American children and impoverished communities, is reshaping consumer behavior and fueling growth in the personal care market, with a pronounced emphasis on oral hygiene. In underserved areas, parents are increasingly adopting preventive measures, such as fluoride toothbrushes and smart aids, to address care gaps. Colgate's 2023 initiative, "Bright Smiles, Bright Futures," bolstered oral health education and product distribution in schools across low-income U.S. regions, significantly swaying purchasing decisions. In 2024, brands like Oral-B and Philips unveiled AI-driven toothbrushes that provide real-time feedback and brushing analytics, elevating their status from mere hygiene tools to essential daily wellness instruments. 

Increasing Demand for Eco-Friendly and Sustainable Toothbrushes

As demand surges for eco-friendly toothbrushes, the oral care industry is pivoting its product development strategies. Millennials and Gen Z, particularly those with a keen environmental focus, are steering away from plastic. In response, brands are turning to innovations like biodegradable materials, bamboo handles, and recyclable packaging. In 2024–2025, industry giants Colgate and Oral-B introduced toothbrushes with replaceable heads and designs that use less plastic. Meanwhile, startups such as Bite and Humble Co. are carving out a niche with their subscription services and commitment to zero-waste packaging. Retailers are taking note, allocating more shelf space to these eco-friendly products. This shift is further fueled by regulatory pressures and corporate ESG (Environmental, Social, and Governance) objectives. Not only does this burgeoning segment resonate with global sustainability ambitions, but it also appeals to a discerning consumer base, enhancing both market value and brand loyalty.

Government Initiatives on Oral Hygiene

Government-backed oral health initiatives are reshaping consumer habits and propelling growth in the personal care sector, with a notable surge in toothbrush adoption. In 2024, India's National Oral Health Programme broadened its school-centric efforts, distributing hygiene kits featuring toothbrushes, especially targeting first-time users in rural locales. This initiative not only heightened initial product usage but also instilled daily habits, paving the way for lasting consumer loyalty. Across the Atlantic, the CDC ramped up its "Oral Health Basics" campaigns in 2023-2024, weaving educational content into digital realms and championing electric toothbrushes via pediatric care channels. This strategy has led to a discernible rise in parents opting for premium toothbrushes designed for their children. In the EU, the "Healthy Teeth, Healthy Life" initiative, running through 2025, is making waves with in-school screenings and product distributions, especially in high-risk demographics. Such public endeavors are transitioning oral care from a mere option to a necessity, nurturing a preventive approach that amplifies demand for both entry-level and premium products, and sways purchasing choices in both traditional and online retail spaces.

Rising Prevalence of Dental Disorders

As dental disorders rise across age groups, the demand for advanced oral hygiene products surges. In 2024, the American Dental Association highlighted that 47% of U.S. adults aged 30 and older grappled with periodontitis ^{[3]Source: American Dental Association, “2024 Adult Periodontal Evaluation Report,” ADA.org,}. This statistic has catalyzed a pivot towards toothbrushes equipped with gum care modes and pressure sensors, aimed at managing inflammation and staving off recession. Meanwhile, in the United Kingdom, dental screenings from 2023–24 revealed that 22.4% of five-year-olds exhibited visible tooth decay ^{[4]Source: Office for Health Improvement and Disparities, “Oral Health Survey of 5-Year-Old Schoolchildren: 2024,”gov.uk}. This finding underscores the urgency for child-centric toothbrushes. Responding to this need, brands like Jordan and Colgate unveiled toothbrushes tailored for children, featuring smaller heads, soft bristles, and engaging elements like timers and music to boost brushing compliance. Over in China, a surge in parental awareness has ushered in a trend of premiumization in pediatric oral care. Urban households are increasingly gravitating towards AI-enabled toothbrushes, with the Soocas C1 leading the charge. On a global scale, health agencies are championing preventive care by distributing toothbrushes through clinics and insurance providers, thereby enhancing accessibility. These evolving consumer behaviors, spurred by rising health concerns and bolstered by targeted innovations, are broadening the horizons of both the basic and premium segments of the toothbrush market.

High Competition and Market Saturation

In developed regions, particularly North America and Western Europe, market saturation is stifling growth in the toothbrush sector. Data from 2024 reveals that over 90% of U.S. households own multiple toothbrushes, with electric models becoming standard among middle- to high-income groups. This saturation has not only limited growth opportunities but also heightened competition based on pricing. Major players, such as Oral-B and Philips, frequently refresh their product lines. However, many consumers view these updates like added pressure sensors or app integration as minor, leading to extended replacement cycles. Startups, including Quip, enjoyed initial success but now grapple with challenges in broadening their reach beyond niche markets. These challenges stem from steep customer acquisition costs and a lack of distinctiveness in already crowded markets. Retailers are also streamlining their offerings, cutting down on SKU counts to prioritize high-velocity products, which curtails shelf space for newer brands. While eco-friendly products, such as bamboo toothbrushes, are witnessing a rise in popularity, their market share is still limited, hindered by higher prices and a gradual adoption rate. 

Environmental Concerns Related to Plastic Waste

Concerns over environmental sustainability are increasingly hampering the growth of the toothbrush market, especially in the electric and plastic segments. In 2024, regulatory bodies in the EU and several U.S. states began scrutinizing waste regulations for non-recyclable personal care items, including plastic and electronic toothbrushes. This heightened scrutiny is compelling manufacturers to redesign their products, leading to increased production costs and postponed launches. For instance, in mid-2024, Oral-B faced criticism from Greenpeace over the limited recyclability of its iO Series packaging. This backlash forced Oral-B to halt a global marketing campaign and rethink its supply chain strategy. Eco-conscious consumers are increasingly resisting electric toothbrushes due to their mix of motors, batteries, and plastic casings, which are not easily recyclable. While brands like SURI introduced repairable electric toothbrushes with recyclable components in 2023, the high production costs and challenges in scaling have hindered widespread adoption. On the other hand, bamboo and biodegradable toothbrushes remain on the fringes, grappling with issues of price sensitivity and durability. These hurdles are stunting growth in what are typically high-margin segments, as companies navigate the tightrope of innovation, sustainability demands, and regulatory adherence.

Segment Analysis

By Product Type: Electric Toothbrushes Drive Market Growth Despite Manual Segment Dominance

In 2024, manual toothbrushes command a dominant 60.06% share of the global market. Their leadership stems from being affordable, user-friendly, and widely available in mass retail and pharmacy outlets. In cost-sensitive regions such as Southeast Asia and Africa, the low price and reliable access make manual brushes the top choice. Major brands, including Colgate and Jordan, drive volume sales with frequent product refreshes, introducing features like ergonomic handles and soft bristles for sensitive gums. They also benefit from a high replacement frequency and robust distribution networks.

Electric toothbrushes are the fastest-growing segment, projected to expand at a CAGR of 6.81% from 2025 to 2030. This growth is fueled by heightened awareness of oral health benefits and endorsements from professionals. Premium models, like Oral-B’s oscillating-rotating heads, dominate the category, while sonic brushes, such as Philips Sonicare, are increasingly favored for their gentle cleaning. In 2024, Oclean debuted its tech-savvy X Ultra series, featuring WiFi, bone conduction, and real-time brushing feedback, targeting tech-oriented consumers. Brands like Quip and Colgate’s Hum bolster engagement with their digital apps, providing personalized recommendations. Meanwhile, eco-friendly innovations, such as SURI’s repairable models and Humble Co.’s bamboo designs, are carving out a niche for sustainability enthusiasts.

By Material: Plastics Prevail but Eco-Handles Accelerate

Plastic, with its cost-efficiency, moisture resistance, and molding ease, dominates toothbrush manufacturing, holding a commanding 93.43% market share. This dominance is bolstered by robust production capabilities and its adaptability to both manual and electric designs. Major players, including Oral-B and Colgate, heavily utilize both virgin and recycled plastics, crafting durable yet affordable products that resonate with the mass market. While there's a push towards recyclable plastics, many traditional toothbrushes still use materials that pose post-use processing challenges, leading to environmental concerns and a sluggish shift in mainstream material diversification.

Eco-friendly alternatives, especially bamboo and wood, are witnessing a surge, growing at a CAGR of 9.63%, driven by a rising wave of eco-conscious, zero-waste consumers. In 2023, Colgate-Palmolive unveiled a bamboo toothbrush paired with fully recyclable packaging. Their “Keep” toothbrush, featuring a reusable aluminum handle, boasts an 80% reduction in plastic waste. Brands like Hum by Quip, The Humble Co., and Brush with Bamboo are carving a niche with biodegradable handles and compostable packaging. Emerging hybrid designs, like bamboo brushes with detachable nylon heads, cater to hygiene and performance needs. Electric toothbrush manufacturers are also adopting recyclable components, aligning with global sustainability goals and driving a broader eco-friendly shift across the industry.

By End-User: Adult Market Dominance with Growing Children's Segment

Adults dominate the toothbrush market, accounting for 87.12% of total revenue. Their higher disposable incomes and preference for premium oral care products drive this trend. With a consistent replacement cycle of about three months, sales remain stable. Additionally, there's a growing demand for specialized solutions, like soft bristles for sensitive gums and orthodontic care brush heads. In 2024, Oral-B teamed up with Walmart to introduce refillable brush head bundles, underscoring their commitment to enhancing long-term customer engagement through both in-store and online platforms.

Meanwhile, the children's segment, though smaller, is on a rapid ascent with an 8.22% CAGR, spurred by increasing parental focus on preventive dental care. In early 2025, Colgate unveiled the “Magik” smart toothbrush across several Asian and European markets, blending AR-based mobile games to make brushing fun for kids. This shift in behavior is evident in retail, with Tesco and Carrefour broadening their range of eco-friendly toothbrushes from brands like The Humble Co., appealing to parents who prioritize both dental hygiene and sustainability.

By Distribution Channel: Traditional Retail Maintains Lead as E-commerce Grows

In 2024, supermarkets and hypermarkets led toothbrush distribution, capturing a 39.72% revenue share. Their success stems from high foot traffic and the immediate availability of products. These outlets adeptly harness impulse buying tendencies and cater to consumers' desire for hands-on product assessment. In a bid to entice repeat customers, Walmart, in 2024, ramped up in-store promotions with Oral-B, offering discounts on bundles of electric toothbrushes and their refill heads. Echoing this trend, Tesco and Carrefour allocated more shelf space to sustainable brands like The Humble Co. and BrushBox, underscoring the rising demand for eco-conscious oral care products. Such collaborations not only broaden manufacturers' consumer reach but also bolster brand visibility and amplify sales volumes.

Online retail, with a robust CAGR of 8.36%, is swiftly altering market dynamics, emphasizing convenience and direct consumer engagement. In 2024, Quip harnessed the power of TikTok and Instagram, unveiling limited-edition toothbrushes and drawing in new subscribers through focused promotions. Subscription services, which automatically replace brush heads, play a pivotal role in retaining customers. Major platforms like Amazon and Nykaa enhance their offerings with AI-driven product suggestions, boosting sales conversions. On a global scale, cross-border e-commerce paves the way for niche eco-friendly brands to expand without the constraints of traditional supply chains, heightening competition and fragmenting the market.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

In 2024, Asia-Pacific dominates the global toothbrush market, capturing 35.76% of total revenue. This surge is attributed to a burgeoning middle class, improved healthcare access, and a growing emphasis on oral hygiene. Central to this dominance are nations like China and India, bolstered by initiatives such as China's "Healthy China 2030" and India's National Oral Health Program, both championing preventive care in underserved areas. The region also benefits from increasing urbanization and rising disposable incomes, which drive demand for premium oral care products. 

North America emerges as the fastest-growing market, eyeing a CAGR of 7.87% through 2030. This growth is spurred by the rising popularity of electric toothbrushes and the debut of cutting-edge smart dental products. Brands including Oral-B, Quip, and Philips are enhancing user engagement by integrating AI features, offering subscription-based brush head replacements, and connecting through mobile apps. Additionally, the increasing prevalence of dental issues such as cavities and gum diseases has heightened the focus on preventive oral care. Moreover, United States and Canadian government dental health initiatives, especially in schools and public clinics, champion preventive oral care, further fueling the market's expansion.

Brands like Curaprox, The Humble Co., and Philips Sonicare are capitalizing on Europe's surging demand for eco-friendly, high-performance toothbrushes. Public health campaigns in the United Kingdom, Germany, and Scandinavia, bolstered by EU-endorsed oral care initiatives, are fueling this market momentum. A heightened consumer inclination towards biodegradable materials and ergonomic designs is shaping product innovation. Furthermore, an increasing emphasis on children's oral health is spurring demand for pediatric toothbrushes tailored to regional preferences.