Gitnux/Report 2026

Electric Toothbrush Industry Statistics

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Electric Toothbrush Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The electric toothbrush industry at a glance

The global electric toothbrush market was valued at $3.53 billion in 2025 and is forecast to reach $5.32 billion by 2034, while North America held the largest regional share at 35.99%.

$3.53B[90]
Global market size, 2025
4.73%[90]
Forecast CAGR, 2026–2034
35.99%[90]
North America share, 2025
>80%[91]
Top three companies’ share, 2025
Market size
The global electric toothbrush market was valued at $3.53 billion in 2025 and is projected to reach $3.67 billion in 2026. Another 2026 estimate places the market at $5.0 billion, illustrating the wide variation among commercial market-sizing methodologies.[90][17]
Forecast & CAGR
Fortune Business Insights forecasts growth from $3.67 billion in 2026 to $5.32 billion in 2034 at a 4.73% CAGR. Grand View Research projects a faster 7.8% CAGR from 2025 to 2030, reaching $6.8 billion.[90][17]
Market share & regions
North America accounted for 35.99% of global revenue in 2025 according to Fortune Business Insights. A separate 2025 estimate places Asia-Pacific first at 34.5%, followed by North America at 29.0% and Europe at 25.0%, reflecting different market definitions and estimation methods.[90][26]
Segmentation
Rechargeable models accounted for 82.14% of market share in 2025, while oscillating-rotating technology represented 54.68%. Adults generated 85.14% of sales, and supermarkets and hypermarkets held 43.68% of distribution revenue.[66]
Key players & concentration
The leading brands include Oral-B, Philips Sonicare, Colgate, Panasonic, FOREO, Xiaomi, Oclean and Waterpik. Stratview Research estimates that the top three companies held more than 80% of global market revenue in 2025, indicating a highly concentrated competitive structure.[91][69]
Pricing
Official U.S. Oral-B pricing for the iO range spans approximately $65 to $400, with the iO10 listed at $399.99. Philips Sonicare announced manufacturer suggested retail prices of $159.99 for the 7100 Series and $199.99 for the 7300 Series in 2026.[69][70]
Trends, drivers & challenges
Growth is being supported by preventive oral-care awareness, premiumization, connected brushing guidance and expanding online distribution. Key challenges include high upfront prices, replacement-head costs, price competition from lower-cost Asian brands and sustainability requirements for batteries, electronics and packaging.[66][92][70]
Consumer behavior & competition
The American Dental Association states that both manual and powered toothbrushes can be effective, but powered models may be easier for people with limited dexterity, children and users with dental appliances. Competition is divided between premium connected products, mainstream rechargeable devices and lower-priced battery-powered or direct-to-consumer models.[92][66][69]
M&A
A notable recent transaction was Biotech Dental’s acquisition of Y-Brush in October 2025; the financial terms were not disclosed. Y-Brush makes a Y-shaped sonic electric toothbrush designed to clean all tooth surfaces simultaneously.[29]
Regulation
In the United States, federal regulations define a powered toothbrush as an AC- or battery-powered device whose motor provides mechanical brush movement and specify performance testing for temperature effects on oral tissues, restorations and toothpaste. The ADA Seal program also requires evidence of safety and efficacy, including clinical studies for powered toothbrushes.[93][92]
Latest news
In 2026, Philips Sonicare launched new 7100 and 7300 electric toothbrush ranges with app connectivity, four brushing modes and three intensity settings. Philips also said the new brush-head range uses 70% bio-based plastic and recyclable packaging made with 50% recycled materials.[70]

02 Ranking

Top 6 Companies in the Electric Toothbrush Industry

The leading companies in the electric toothbrush industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Because Procter & Gamble sells Oral-B electric toothbrushes with reported 3% revenue growth and 22.7% operating margin, it stands out for scale in rechargeable oral care. usmile stands out for sonic electric toothbrush range from a company founded in 2015, making its portfolio narrower by segment.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in electric toothbrushes

    Procter & Gamble

    US

    Ranked #1 · 9.3 · Electric toothbrushes

    Why we picked it: Oral-B is backed by P&G’s reported 3% revenue growth and 22.7% operating margin.

    See in ranking ↓Visit pg.com ↗

  2. #2 overall

    usmile

    CN

    Ranked #2 · 8.7 · Electric toothbrushes

    Why we picked it: A dedicated sonic portfolio comes from an oral-health technology company founded in 2015.

    See in ranking ↓Visit usmile.com ↗

  3. Leader in oral-care powered devices

    Church & Dwight

    US

    Ranked #4 · 8.2 · Oral-care powered devices

    Why we picked it: Waterpik and Spinbrush powered products sit inside a portfolio with 17.37% operating margin.

    See in ranking ↓Visit churchdwight.com ↗

Pick 1 is the #1 company overall. Pick 2 is the highest-ranked company in the top 5 that adds a new segment; no further segment places in the top 5, so pick 3 follows rank.

Full ranking

Sort by
Top 6 companies in the electric toothbrush industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Procter & Gamble

Electric toothbrushes · US

9.3
2

usmile

Electric toothbrushes · CN

8.7
3

Panasonic Holdings

Electric toothbrushes · JP

8.5
4

Church & Dwight

Oral-care powered devices · US

8.2
5

Lion

Electric toothbrushes · JP

8.2
6

FOREO

ISSA silicone electric toothbrushes, global · SE

8.1

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 11). Top 6 companies in the electric toothbrush industry. In Electric Toothbrush Industry Statistics. Gitnux. https://gitnux.org/electric-toothbrush-industry-statistics/#top-companies

report visual · Comparison

Electric toothbrush market share by region

Asia Pacific holds the largest share at 33.2%.

Asia Pacific33.2%
North America31.2%
Europe21.2%
Latin America9.6%
Mideast and Africa4.8%
source-verifiedpmarketresearch.com

04 Statistics

Technology & Innovation

This section ties electric toothbrush R&D to automation capacity and app-connected brushing feedback. It also shows a heavy push toward data and AI adoption across consumer products and supply chains.

AI in the electric toothbrush industry

  • 1 Dyson CameraJet electric toothbrush combines Wi-Fi, AI, intelligent sensing and fluid dynamics after 6 years of research and engineering, United Kingdom, 2026.[1]
  • 1 electric-toothbrush system patent application describes using machine learning and AI to convert toothbrush sensor data into personalized oral-health feedback, United States, 2022.[2]
  • 1 Philips Sonicare 9900 Prestige electric toothbrush launched with AI-based brushing optimization in 2021 worldwide.[3]

Automation in the electric toothbrush industry

  • 6 automated electric-toothbrush production lines operate at Relish’s oral-care manufacturing facilities in China, 2025.[4]
  • 3 shifts per day, 7 days per week, were used on fully automated toothbrush manufacturing lines described by Eaton, Germany, 2012.[5]
  • 12 production lines at Relish have combined monthly capacity of 1.2 million oral-care units, including electric toothbrushes, China, 2025.[4]
  • 1 fully automated electric-toothbrush production line was launched by BESMAN, China, as part of its smart oral-care manufacturing expansion, 2026.[6]

Digital Transformation in the consumer goods sector (sector benchmark)

  • Across consumer products, 67% of surveyed executives said digital transformation was necessary to compete in 2025, while 68% were investing in smart technology and automation.[7]
  • Across consumer markets, 35% of respondents said their companies had integrated digital capabilities end to end in 2026.[8]
  • Across consumer products, 94% of surveyed supply-chain executives said they were transforming the supply-chain function in 2026.[9]
  • Across consumer products, 72% of respondents identified enterprise access to real-time supply-chain analytics as an economic-value area for digitization in 2024.[10]

Technology Adoption in the consumer goods sector (sector benchmark)

  • Across consumer packaged goods, 71% of surveyed leaders said their organizations had adopted AI in at least one business function in 2024; global CPG-leader survey.[11]
  • Across consumer packaged goods, 56% of surveyed leaders said their organizations were regularly using generative AI in 2024; global CPG-leader survey.[11]
  • Across consumer goods, 90% of leaders expected their companies to increase investment in AI agents, and 89% believed AI agents would be essential to compete within two years; 2025 industry survey.[12]
  • Across consumer products, 73% of chief executives said planned AI investment for 2026 had increased compared with 2025.[9]
  • Across retail and consumer packaged goods, 75% of executives called AI a top strategic priority in 2026, while 16.5% said they could quantify a return on AI investment; global executive survey.[7]
  • Across consumer products, 66% of leaders said their organizations would increase or strongly increase artificial-intelligence investment over the next three years; survey of 505 leaders in 23 countries.[13]

Cloud Computing in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 30.1% of those using paid cloud services used them for enterprise-resource-planning software in 2025.[14]
  • Across EU enterprises, 52.74% used paid cloud-computing services in 2025.[14]
  • Across EU enterprises, 71.5% of those using paid cloud services used them for file storage in 2025.[14]
  • Across EU enterprises, 71.7% of those using paid cloud services used them for office software in 2025.[14]
  • Across EU enterprises, 85.2% of those using paid cloud services used them for email in 2025.[14]

Big Data in the consumer goods sector (sector benchmark)

  • Across consumer goods, 51% identified inability to integrate data from multiple sources as their primary analytics challenge in 2025.[15]
  • Across EU enterprises, 40% performed data analytics internally or through another organization in 2025.[14]
  • Across EU enterprises, 26.20% performed analytics on transaction records such as sales or payment data in 2025.[14]
  • Across EU enterprises, 17.62% performed analytics on customer data in 2025.[14]
  • Across EU enterprises, 33.02% performed data analytics using their own employees in 2025.[14]

IoT in the consumer goods sector (sector benchmark)

  • Across consumer manufacturing, 89% identified better supply-chain management as a leading IoT use or benefit in the surveyed benchmark.[16]
  • Across consumer manufacturing, IoT devices delivered an average 20.9% return on investment in the surveyed benchmark.[16]
  • Across EU enterprises, 29% used IoT devices or systems in 2021, including 48% of large enterprises and 26% of small enterprises.[14]

05 Statistics

Data & Analytics

We see Amazon category tracker signals for Oral-B and Philips Sonicare alongside customer ratings, plus app features delivering real-time brushing feedback. It also frames analytics quality and governance as recurring operational constraints.

Business intelligence in the electric toothbrush industry

  • 37.7% was Oral-B’s Amazon electric-toothbrush revenue share in the United States in June 2026, according to Grand View Research’s category tracker.[17]
  • 4.5 was the average customer rating reported for Philips Sonicare on Amazon’s United States electric-toothbrush category in June 2026.[17]
  • 38.1% was Oral-B’s share of tracked worldwide electric-toothbrush brand searches in September 2026.[18]
  • 49.9% was Philips Sonicare’s share of tracked worldwide electric-toothbrush brand searches in September 2026.[18]
  • 38.0% was Philips Sonicare’s Amazon electric-toothbrush revenue share in the United States in June 2026, according to Grand View Research’s category tracker.[17]
  • 4.5 was the average customer rating reported for Oral-B on Amazon’s United States electric-toothbrush category in June 2026.[17]

Data analytics in the electric toothbrush industry

  • User-group changes are analyzed by Philips to improve interactions and user experiences in the Sonicare app, 2026, global service.[19]
  • Coaching tips are provided by the Philips Sonicare app for connected electric-toothbrush users, 2026, global service.[19]
  • Brushing-habit tracking is provided by the Philips Sonicare app for connected electric-toothbrush models, 2026, global service.[19]
  • 18 participants were evaluated in a 2026 study of motor-signal-based electric-toothbrush brushing monitoring, 2026, research sample.[20]
  • Real-time brushing feedback is provided by the Philips Sonicare app for connected electric-toothbrush models, 2026, global service.[19]
  • 60,000 brush-head movements per minute are delivered by the Philips Sonicare 7100 reviewed as an app-connected electric toothbrush, 2026, product review.[21]

Data Quality in the consumer goods sector (sector benchmark)

  • Across consumer packaged goods, 22% reported that businesses lacked trust in data quality and validity in 2024.[10]
  • Across retail and consumer goods, 26% of leaders said their data quality was poor compared with competitors in 2024.[22]
  • Across supply-management organizations, 49% rated their data quality as good or excellent in 2024.[23]
  • Across consumer packaged goods, 60% planned to increase investment in data and analytics during the following 12 months in 2024.[10]

Data Governance in the consumer goods sector (sector benchmark)

  • Across retail and CPG companies, 35% reported receiving inconsistent or incorrect answers to data questions in 2025.[24]
  • Across supply-management organizations, 61% had a dedicated data-governance function in 2024.[23]
  • Across retail and CPG companies, 42% identified inconsistent data quality, absent semantic layers and fragmented reporting as critical governance challenges in 2025.[24]
  • Across retail and CPG companies, 31% cited the lack of a corporate data strategy and semantic layer as a key challenge in 2025.[24]
  • Across consumer packaged goods companies, 43% said they struggled with establishing the right level of data governance in 2024.[10]

KPIs in the electric toothbrush industry

  • 17% was Sonicare’s share of dental professionals dispensing it in their offices in 2025, Czechia.[25]
  • 40% was Sonicare’s share of dental professionals recommending it most often to patients in 2025, Czechia.[25]
  • 30% was Oral-B’s regular personal-use rate among surveyed dental professionals in 2025, Czechia.[25]
  • 72% was Sonicare’s ever-tried rate among surveyed dental professionals in 2025, Czechia.[25]
  • 42% was Oral-B’s top-of-mind awareness among surveyed dental professionals in 2025, Czechia.[19]
  • 33% was Oral-B’s share of dental professionals recommending it most often to patients in 2025, Czechia.[25]

06 Statistics

Strategy & Growth

This section quantifies category growth assumptions and business-model moves into subscriptions and localized product-line extensions. It also provides adoption-adjacent figures like estimated units for 2025.

Growth in the electric toothbrush industry

  • €0.4 billion was the sales figure shown for Philips Oral Healthcare in an investor presentation.[19]
  • 6.8% was the estimated global electric-toothbrush market growth rate from 2031 to 2032.[26]
  • 1.3 percentage points was the reported Oral-B share gain in fiscal 2025.[26]
  • 7.4% was the estimated global electric-toothbrush market growth rate from 2025 to 2026.[26]
  • 73.2 million electric toothbrush units were estimated globally for 2025.[26]
  • High-single-digit growth was reported for P&G’s power-brush segment in fiscal 2025.[27]

Differentiation in the electric toothbrush industry

  • 2 minutes was the recommended brushing duration referenced in electric-toothbrush product positioning.[28]
  • 30,000 brush strokes per minute was the upper operating rate cited for electric toothbrushes in a regulatory filing.[28]
  • 6 years of research and development preceded Dyson’s CameraJet electric toothbrush launch.[1]
  • 58.1% was the estimated 2024 global market share of rotational electric toothbrushes.[17]
  • 300 brush strokes per minute was the approximate manual-toothbrush rate cited in the same electric-toothbrush filing.[28]

Mergers and acquisitions in the electric toothbrush industry

  • 1 electric-toothbrush startup, Y-Brush, was acquired by Biotech Dental in 2025.[29]
  • 6 million euros had been raised by Y-Brush before its 2025 acquisition by Biotech Dental.[29]
  • Up to 30 million US dollars in additional payments were tied to the near-term performance of the SpinBrush acquisition.[28]
  • 75 million US dollars was the cash consideration Church & Dwight agreed to pay for P&G’s SpinBrush business in 2005.[28]
  • 351 million US dollars was the cash consideration Colgate-Palmolive paid to acquire the hello oral-care business in 2020.[30]
  • 1 acquisition of Afora was announced by Quip in 2018 as it expanded from electric toothbrushes into preventive oral care.[31]

Strategic partnerships in the electric toothbrush industry

  • 25,000 dental professionals were reported as advocates for Burst Oral Care in 2020.[32]
  • Latin America was the target region of the 2021 Colgate-Palmolive–Philips electric-toothbrush collaboration.[30]
  • 1 strategic objective of the Colgate–Philips alliance was to increase electric-toothbrush usage where brushing rates were high but powered-brush adoption was low.[30]
  • 10 million US dollars was raised by Quip in 2018 alongside its acquisition of Afora and expansion of oral-health services.[31]
  • 1 long-term collaboration between Colgate-Palmolive and Philips was launched in 2021 to expand electric-toothbrush use in Latin America.[30]
  • 1 dental-insurance startup, Afora, joined Quip’s venture studio after the 2018 acquisition.[31]

07 Statistics

People & Workforce

We track workforce scale at manufacturers and employee turnover at Philips, alongside engagement and digital-readiness signals. Operational learning volumes for Personal Health are also included.

Hiring in the electric toothbrush industry

  • More than 100 employees work at Yuyao Kalwel, an electric-toothbrush manufacturer and exporter in China, 2026.[33]
  • More than 1,000 employees work at Shanghai Shift Electrics, an oral-care and electric-toothbrush manufacturer, China, 2026.[34]
  • 200+ employees work at Aiwejay’s electric-toothbrush manufacturing business, China, 2026.[35]
  • 20 of Aiwejay’s 200+ employees are dedicated R&D engineers supporting electric-toothbrush product development, China, 2026.[35]
  • 20% of Shanghai Shift Electrics’ workforce consists of experienced technical staff, China, 2026.[34]

Employee retention in the electric toothbrush industry

  • 17.6% was Philips’ total employee turnover rate in 2023; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]
  • 9.5% was Philips’ voluntary employee turnover rate in 2023; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]
  • 11.1% was Philips’ voluntary employee turnover rate in 2022; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]
  • 17.5% was Philips’ total employee turnover rate in 2022; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]

Remote Work in the consumer goods sector (sector benchmark)

  • Across consumer goods companies, 69% offer some form of work-location flexibility, according to the Flex Index industry benchmark.[36]
  • Across retail and consumer goods organizations, 8% support permanent remote working arrangements, according to a 2024 international mobility survey.[37]
  • Among U.S. remote-capable employees, 26% worked exclusively remotely in May 2026, while 52% worked in a hybrid arrangement.[38]
  • Across retail and consumer goods organizations, 54% support workcations, compared with 65% across all surveyed sectors in 2024.[37]
  • Across retail and consumer goods organizations, 23% support international hybrid remote-working assignments, according to a 2024 survey.[37]

Hybrid Work in the consumer goods sector (sector benchmark)

  • Among U.S. remote-capable employees, 54% of hybrid workers were thriving in May 2026, compared with 52% of exclusively remote workers.[38]
  • Among U.S. remote-capable employees, 34% of hybrid workers were engaged in May 2026, compared with 37% of exclusively remote workers.[38]
  • Among U.S. remote-capable employees, 52% worked hybrid in May 2026, compared with 26% exclusively remote and 22% on-site.[38]
  • Among U.S. remote-capable employees, 61% preferred hybrid work in November 2025, compared with 33% preferring exclusively remote work and 6% on-site work.[38]
  • Only 11% of U.S. employees benefited from a hybrid policy set jointly by their work team in May 2025.[38]

Upskilling in the electric toothbrush industry

  • 7,991 people were employed in Philips Personal Health worldwide in 2024; the business includes Oral Healthcare and Sonicare electric toothbrushes.[3]
  • 3,164,129 hours of personal and professional learning were completed by Philips employees in 2024; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[3]

Employee Engagement in the consumer goods sector (sector benchmark)

  • Across consumer goods and services organizations, 72% of employees were engaged in data collected from July 2025 through June 2026.[39]
  • Across consumer goods and services organizations, 9% of employees expected to leave within two years in data collected from July 2025 through June 2026.[39]
  • Across consumer goods and services organizations, 89% of employees agreed they knew how their work contributed to company goals in data collected from July 2025 through June 2026.[39]
  • Globally, 20% of employees were engaged in 2025, according to Gallup’s World Poll benchmark.[38]
  • Across consumer goods and services organizations, 18% of employees were thinking of or actively seeking jobs elsewhere in data collected from July 2025 through June 2026.[39]

DEI in the electric toothbrush industry

  • 78 was Philips’ employee engagement index in 2024; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]
  • 56% of Philips’ workforce was located in mature geographies and 44% in growth geographies in 2024; Philips’ Personal Health portfolio includes Sonicare electric toothbrushes.[28]
  • 83% of Philips employees rated the company’s patient-safety and quality culture favorably in 2024; Philips’ Personal Health segment includes Sonicare electric toothbrushes.[28]

Change Management in the consumer goods sector (sector benchmark)

  • Across U.S. employees, 25% agreed their organization effectively managed change in the 2025 Eagle Hill change-management survey.[40]

08 Statistics

Customer & Sales

We get channel-tested conversion and sampling outcomes, including CVS/pharmacy sampling incremental sales. The section also includes quantified Amazon search and app-connected adoption-related study results.

Customer experience in the electric toothbrush industry

  • 22% was the increase in electric-toothbrush sales after three sample products were placed on shelves in a CVS/pharmacy test.[41]
  • $2.7 million in incremental sales resulted from the CVS/pharmacy electric-toothbrush sampling program.[41]
  • 1,194 Australians rated electric-toothbrush brands they had purchased and used during the previous three years in Canstar Blue’s 2025 customer-satisfaction research.[42]
  • 4,600 CVS/pharmacy stores received the electric-toothbrush sampling program after the test produced higher category sales.[41]
  • 5 stars was Oral-B’s rating for durability, performance, battery and charging, design, value for money and overall satisfaction among Australian electric-toothbrush users in 2025.[42]

Customer retention in the electric toothbrush industry

  • 300% was BURST Oral Care’s return on Facebook advertising spend after applying predictive customer segmentation and lifecycle messaging.[43]
  • 15,000-plus dental professionals had rated BURST’s sonic toothbrush online when the retention case study was published.[44]
  • 10% of BURST Oral Care customers converted during subscriber-abandon campaigns using predictive analytics and personalized follow-up.[43]
  • 26% of new low-intent BURST Oral Care customers converted after personalized lifecycle messaging encouraged subscription purchases.[43]

Customer acquisition in the electric toothbrush industry

  • 45-plus creator categories were tested by SURI while expanding its electric-toothbrush brand into the United States.[45]
  • 2.5 times greater impact was measured for SURI creator activity using marketing-mix modeling than discount-code attribution.[45]
  • 153 YouTube-creator partnerships were launched by SURI in approximately five months to support U.S. customer acquisition.[45]
  • 80% of buyers reached through connected-TV advertising were new to Philips Sonicare during Walmart’s September–December 2025 launch campaign.[46]
  • 6.46 million impressions were generated by SURI’s YouTube-creator acquisition program during its U.S. expansion.[45]

Customer loyalty in the electric toothbrush industry

  • 21% lower progression in clinical attachment loss was observed among electric-toothbrush users than manual-brush users over 11 years in Germany.[47]
  • 19.5% more teeth were retained by electric-toothbrush users than manual-brush users over an 11-year adult cohort study in Pomerania, Germany.[47]
  • 37% of participants used electric toothbrushes at the end of an 11-year German cohort study, compared with 18% at the beginning.[47]
  • 1 million-plus people subscribe to Quip, the electric-toothbrush and oral-care company, according to company descriptions reported in 2023.[32]

Lead generation in the electric toothbrush industry

  • 258 clicks and 1 sign-up produced a 0.4% conversion rate for Sonar, an electric toothbrush positioned around mouth mapping and coaching.[48]
  • 262 clicks and 4 sign-ups produced a 1.5% conversion rate for a BrushSquad electric-toothbrush campaign targeting parents.[48]
  • 583 clicks and 21 sign-ups produced a 3.6% conversion rate for a BrushSquad electric-toothbrush beta-sign-up experiment.[48]
  • 305 clicks and 11 sign-ups produced a 3.6% conversion rate for BrushWell, a premium electric toothbrush subscription concept.[48]

09 Statistics

Marketing & Brand

We see measurable campaign outcomes in engagement and brand search shares, including a 50.7% peak share for Philips Sonicare in March 2026. It also documents engagement and sentiment metrics tied to creator campaigns.

Marketing in the electric toothbrush industry

  • 2.5% was the increase in brand familiarity generated by Oral-B’s Hot Sale electric-toothbrush campaign on TikTok in Mexico.[49]
  • 7.6% was the increase in ad recall generated by Oral-B’s Hot Sale electric-toothbrush campaign on TikTok in Mexico.[49]
  • 1.4 million-plus TikTok views were generated by a Philips Sonicare influencer campaign documented in the 2025 BAPRA Bright Awards.[50]
  • 529,000 people were reached on Instagram and Facebook by the Philips Sonicare influencer campaign documented in the 2025 BAPRA Bright Awards.[50]
  • More than 2 times return on advertising spend was achieved by Oral-B during its Hot Sale electric-toothbrush campaign in Mexico.[49]

Digital marketing in the electric toothbrush industry

  • 11.7 million Pinterest engagements were recorded for Philips Sonicare during Walmart’s September–December 2025 launch campaign.[46]
  • 180% was the increase in Quip’s website conversion rate between February 2018 and May 2019.[51]
  • $8.52 return on advertising spend came from Walmart homepage and branded-keyword placements for Philips Sonicare during the September–December 2025 campaign.[46]
  • 265% was BURST Oral Care’s year-over-year increase in average monthly website visits from January through May 2019.[51]
  • $7.25 return on advertising spend came from onsite display advertising for Philips Sonicare during Walmart’s 2025 holiday launch campaign.[46]

Branding in the electric toothbrush industry

  • 50.7% was Philips Sonicare’s peak share of tracked global electric-toothbrush brand searches in March 2026.[18]
  • 9.3% of tracked global electric-toothbrush brand searches belonged to SURI in September 2026.[18]
  • 38.1% of tracked global electric-toothbrush brand searches belonged to Oral-B in September 2026.[18]
  • 513,000 estimated monthly branded searches were recorded for Philips Sonicare worldwide in September 2026.[18]
  • 95,200 estimated monthly branded searches were recorded for SURI worldwide in September 2026.[18]

Social media in the electric toothbrush industry

  • 14.6 million impressions were generated by eight creators promoting Laifen products including its Wave electric toothbrush at CES 2024.[52]
  • 1.12 million impressions were generated by Philips Sonicare’s Serbia creator campaign.[53]
  • 12 million video views were generated by eight creators promoting Laifen products including its Wave electric toothbrush at CES 2024.[52]
  • 6.91% was the Instagram-feed engagement rate for Philips Sonicare’s Serbia creator campaign.[53]
  • 80% or higher was the consistent view-through rate recorded in SURI’s YouTube creator program for U.S. market expansion.[45]

Influencer Marketing in the consumer goods sector (sector benchmark)

  • 46% of FMCG/CPG marketers had dedicated and growing creator or influencer budgets in 2026.[54]
  • 22.2% brand lift was recorded for CPG influencer campaigns in 2025.[55]
  • 15.7% ad-recall lift was recorded for CPG influencer campaigns in 2025.[55]
  • 24% of consumers globally bought products from influencers or celebrities in October–November 2024, according to a consumer-product and retail survey.[56]
  • 96.39% positive campaign sentiment was recorded for CPG influencer campaigns in 2025.[55]

10 Statistics

Operations & Execution

This section emphasizes supply-chain responses to tariff-related cost volatility and Personal Health revenue-model expansion. It also includes a 2026 FDA inspection open complaint record for Philips power-toothbrush devices.

Process optimization in the electric toothbrush industry

  • 2025: Philips adjusted supply-chain strategies, improved forecasting and adapted pricing structures in response to tariff-related cost-management challenges affecting its Personal Health business.[28]
  • 2025: Philips expanded its revenue model through direct-to-consumer sales, subscriptions and try-and-buy offerings for Personal Health products including Sonicare brush heads.[28]
  • 2025: Oral-B increased power-brush market share by 1.3 percentage points.[57]
  • 2025: Philips launched Sonicare 1000–4000 Series products to bring its sonic-toothbrush technology to a more accessible price point.[28]
  • 2025: Philips launched Sonicare 5700–7300 Series products in the United States and Sonicare 7000 in China as localized product-line extensions.[28]

Operational efficiency in the electric toothbrush industry

  • 2025: Philips Personal Health sales increased from EUR3.486 billion in 2024 to EUR3.673 billion.[28]
  • 2025: Philips Personal Health adjusted EBITA increased to EUR662 million from EUR584 million in 2024.[28]
  • 2025: Philips reported income from operations of EUR631 million for Personal Health, equal to 17.2% of sales.[28]
  • 2025: Philips Personal Health generated EUR3.673 billion in sales, with an adjusted EBITA margin of 18.0%.[28]
  • 2025: Philips Personal Health comparable sales increased 8%, with mid-single-digit growth in mature geographies and double-digit growth in growth geographies.[28]

Quality management in the electric toothbrush industry

  • 2026: An FDA inspection of Philips Oral Healthcare identified an open power-toothbrush complaint involving an allegedly exploding and melting device.[58]
  • 2025: Philips Sonicare 5500 and 7100 received top positions in an independent German consumer-protection comparison for cleaning performance.[28]
  • 2026: The FDA document records that the Philips Oral Healthcare power-toothbrush complaint had been opened on March 31, 2026 and remained open during inspection.[58]
  • 2025: Philips stated that it could not report product durability against an industry average because no public industry average was available for its product groups.[28]
  • 2026: An FDA inspection of Philips Oral Healthcare identified an open power-toothbrush complaint involving overheating and a hand burn.[58]

Supply chain in the electric toothbrush industry

  • 2024: Mature geographies represented 71% of Philips Group supplier spend.[28]
  • 2024: Philips described its supply chain as covering supplier selection, procurement, manufacturing, logistics, warehousing, installation and demand-and-supply orchestration.[28]
  • 2024: Growth geographies represented 29% of Philips Group supplier spend.[28]
  • 2024: Philips reported dual-sourcing efforts to safeguard material flows and reduce supply-chain risk.[28]
  • 2025: Philips said supply continuity was maintained while it adjusted supply-chain strategies in response to tariff developments.[28]

Outsourcing / Offshoring in the consumer goods sector (sector benchmark)

  • 63% of surveyed brand owners contract out between 10% and 49% of their business to contract packaging or manufacturing providers, in 2024.[59]
  • About 40% of surveyed manufacturing professionals outsource more than half their production, spanning CPG, industrial manufacturing and pharmaceuticals, in 2025.[60]
  • 42% of consumer packaged goods brand owners plan to increase outsourced work over the next two to three years, according to a 2026 survey.[61]
  • 25% of surveyed consumer packaged goods brands outsource none of their operations, while most others outsource between 1% and 49%, in 2026.[61]
  • 30% of output is outsourced on average by brands surveyed across CPG, industrial manufacturing and pharmaceuticals in 2025.[60]

11 Statistics

Finance & Pricing

We get pricing anchors for Oral-B iO and Philips Sonicare lines, plus Philips Personal Health margins and cash flow. Tariff-related cost volatility and restructuring items are also quantified.

Pricing strategy in the electric toothbrush industry

  • 2025: Philips described Sonicare’s portfolio as spanning entry-level battery-operated toothbrushes through premium app-connected power toothbrushes.[28]
  • 2025: Philips expanded brush-head subscriptions as part of its Personal Health revenue model.[28]
  • 2025: Oral-B’s entry-level iO Series 2 electric toothbrush was reported at approximately $60 in the United States.[62]
  • 2025: Philips adapted pricing structures to manage tariff-related cost volatility while maintaining supply continuity.[28]
  • 2025: P&G reported that favorable product mix from premium paste and power brushes supported Oral Care net sales.[28]

Cost reduction in the electric toothbrush industry

  • 2024: Philips reported that key raw-material and energy costs trended downward compared with 2023.[28]
  • 2025: Philips reported that adjusted EBITDA for Personal Health rose to EUR752 million from EUR679 million in 2024, partly reflecting productivity actions.[28]
  • 2025: Philips said productivity actions helped improve its Personal Health adjusted EBITA margin to 18.0%.[28]
  • 2025: Philips reported EUR17 million in restructuring, acquisition-related and other items, down from EUR25 million in 2024, for Personal Health.[28]
  • 2024: Philips reported technology redesign and dual sourcing as actions intended to improve supply-chain reliability and reduce risk.[28]

Profitability in the electric toothbrush industry

  • 2024: Philips Personal Health reported a 16.7% adjusted EBITA margin.[28]
  • 2025: Philips Personal Health reported a 17.2% income-from-operations margin.[28]
  • 2024: Philips Personal Health reported EUR3.486 billion in sales.[28]
  • 2025: Philips Personal Health generated EUR3.673 billion in sales.[28]
  • 2025: Philips Personal Health reported EUR662 million in adjusted EBITA.[28]

Financial planning in the electric toothbrush industry

  • 2025: Philips Personal Health comparable sales growth was 8%.[28]
  • 2025: Philips reported EUR1.172 billion in group operating cash flow.[28]
  • 2025: Philips reported EUR512 million in group free cash flow.[28]
  • 2025: Philips Personal Health adjusted EBITA reached EUR662 million, compared with EUR584 million in 2024.[28]
  • 2025: Philips stated that Personal Health experiences seasonality, with higher sales around key events and holidays.[28]

12 Statistics

Product & Service

We see replacement subscription pricing for Quip and Philips Sonicare, plus replacement-rate survey points for Poland. Patent and R&D staffing counts are used to indicate product and software development depth.

Product development in the electric toothbrush industry

  • More than 350 domestic and international patents are held by Seago, including 64 invention patents, 2026, China.[63]
  • More than 60 R&D personnel support BESMAN’s electric toothbrush and oral-care product development, 2026, China.[6]
  • Nearly 300 patents are held by Shanghai Shift Electrics, with invention patents accounting for more than 50%, 2026, China.[34]
  • More than 300 patents and software copyrights support BESMAN’s electric toothbrush and oral-care product development, 2026, China.[6]
  • More than 20 Fortune Global 500 enterprises have collaborated with Shanghai Shift Electrics on oral-care product development over two decades, 2026, China.[34]

Product lifecycle in the electric toothbrush industry

  • Six years is the modelled lifespan of the handle and charger for a high-tier electric toothbrush in a 2026 life-cycle assessment, United Kingdom market model.[64]
  • 15% of surveyed respondents replaced their toothbrush or electric-toothbrush head monthly, 2025, Poland.[65]
  • 22% of surveyed respondents replaced their toothbrush or electric-toothbrush head twice per year, 2025, Poland.[65]
  • Four replacement brush heads per year are modelled for a high-tier electric toothbrush in a 2026 life-cycle assessment, United Kingdom market model.[64]
  • 55% of surveyed respondents replaced their toothbrush or electric-toothbrush head three to four times per year, 2025, Poland.[65]

After-sales in the electric toothbrush industry

  • $7 per quarter is the reported Quip replacement-head subscription price, 2026, United States.[66]
  • $7.99–$13.99 per quarter is the reported Philips Sonicare replacement-head subscription range, 2026, United States.[66]
  • $7 per quarter is the reported Burst replacement-head subscription price, 2026, United States.[66]
  • 16 consumers participated in Consumer Reports’ usability study of electric-toothbrush subscription services, 2020, United States.[67]

Value proposition in the electric toothbrush industry

  • 31% of dental professionals said patients ask whether an electric-toothbrush handle can be shared by family members, 2021, international survey.[68]
  • 40% of dental professionals said patients ask how an electric toothbrush works, 2021, international survey.[68]
  • 45% of dental professionals said patients request electric-toothbrushing instructions, 2021, international survey.[68]
  • 69% of dental professionals said patients request information about differences among electric-toothbrush types, 2021, international survey.[68]
  • 36% of dental professionals said patients ask whether electric toothbrushes are safe to use, 2021, international survey.[68]

13 Statistics

Sustainability & Ethics

We see quantified sustainability claims for bio-based plastics and recyclable packaging tied to Philips Sonicare brush-head portfolios. The section also includes life-cycle assessment comparisons and material inflow/outflow figures.

Sustainability in the electric toothbrush industry

  • 60% less plastic is used by Oral-B’s Clic manual toothbrush over two years than by a regular manual toothbrush, according to Oral-B’s sustainability page.[69]
  • 70% of the plastic in Philips Sonicare brush heads is bio-based, according to Philips’ sustainability information for its electric-toothbrush portfolio.[19]
  • 70% of the plastic in Philips Sonicare replacement brush heads is bio-based across the listed brush-head range.[70]
  • 100% of Philips Sonicare brush-head packaging is recyclable and 50% is made from recycled materials.[70]

ESG in the electric toothbrush industry

  • 26.4 was SURI owner Coral Innovations’ Workers score in its B Impact assessment.[71]
  • 88.9 was SURI owner Coral Innovations’ overall B Impact Score in the United Kingdom.[71]
  • 4.7 was SURI owner Coral Innovations’ Customers score in its B Impact assessment.[71]
  • 18.8 was SURI owner Coral Innovations’ Environment score in its B Impact assessment.[71]
  • 21.6 was SURI owner Coral Innovations’ Community score in its B Impact assessment.[71]

Ethics in the electric toothbrush industry

  • 2.8 was SURI owner Coral Innovations’ Mission and Engagement score in its B Impact assessment.[71]
  • 10 was SURI owner Coral Innovations’ Mission Locked score in its B Impact assessment.[71]
  • 4.4 was SURI owner Coral Innovations’ Ethics and Transparency score in its B Impact assessment.[71]

CSR in the electric toothbrush industry

  • 0.1 was SURI owner Coral Innovations’ Civic Engagement and Giving score in its B Impact assessment.[71]
  • 9.5 was SURI owner Coral Innovations’ Supply Chain Management score in its B Impact assessment.[71]
  • 6.0 was SURI owner Coral Innovations’ Diversity, Equity and Inclusion score in its B Impact assessment.[71]
  • 5.8 was SURI owner Coral Innovations’ Economic Impact score in its B Impact assessment.[71]

Circular economy in the electric toothbrush industry

  • 2% of Philips’ 2024 material inflow was reused content, excluding recycled content.[28]
  • 19% of Philips’ 2024 material inflow was recycled content.[28]
  • 50% of Philips’ 2024 material outflow consisted of technical recyclable materials.[28]
  • 76% of Philips’ 2024 material outflow was theoretically recyclable, covering the company’s products and materials portfolio that includes Sonicare toothbrushes.[28]
  • 70% of the plastic in Philips Sonicare brush heads is bio-based, supporting the company’s circular-design approach.[19]

Carbon footprint in the electric toothbrush industry

  • 11 times greater was the five-year climate-change potential of an electric toothbrush than a bamboo toothbrush in a published toothbrush life-cycle assessment.[72]
  • 100% carbon neutrality has been claimed for Philips’ global operations since 2020 on Sonicare brush-head product pages.[70]

15 Statistics

Globalization & Expansion

This section lists the geographic footprint used for compiled brand availability and includes country-by-country study figures like gingival bleeding rates. It also includes expansion-related capacity and private-label coverage data.

Globalization in the electric toothbrush industry

  • 4% of survey respondents were from Italy in the 2020 international electric-toothbrush survey.[68]
  • 3% of survey respondents were from Switzerland in the 2020 international electric-toothbrush survey.[68]
  • 5% of survey respondents were from South Korea in the 2020 international electric-toothbrush survey.[68]
  • 150 countries were reported as the approximate global availability of Oral-B products.[32]
  • 4,345 dental hygienists participated in the 2020 international electric-toothbrush survey.[68]

Cultural adaptation in the electric toothbrush industry

  • 19.9% of United Kingdom users reported gingival bleeding during week two of an interactive-toothbrush app study.[86]
  • 17.68% of surveyed residents in Fujian, China, reported current electric-toothbrush use in a 2025 oral-health study.[87]
  • 26.2% of Japanese users reported gingival bleeding during week one of an interactive-toothbrush app study.[86]
  • 45.5% of Chinese users reported gingival bleeding during week one of an interactive-toothbrush app study.[86]
  • 31.1% of United Kingdom users reported gingival bleeding during week one of an interactive-toothbrush app study.[86]

Supplier management in the electric toothbrush industry

  • 300+ customized oral-care solutions were supplied globally by Ranir, including power-toothbrush handles and heads.[88]
  • €6 million was raised by Y-Brush in 2022 to support electric-toothbrush industrialization and commercial growth.[29]
  • 8,000 electric toothbrushes per month was the production capacity established by French startup Y-Brush in 2022.[29]
  • 50+ countries were served by Ranir’s private-label oral-care business, which included powered toothbrush products.[88]

Stakeholder management in the electric toothbrush industry

  • 64% of survey respondents worked in general private dental practice in the 2020 international survey.[68]
  • 6% of survey respondents worked in educational settings in the 2020 international survey.[68]
  • 79% of dental-hygienist respondents said they often recommended electric toothbrushes in the 2020 survey.[68]
  • 4% of survey respondents worked in hospital clinics in the 2020 international survey.[68]
  • 10% of survey respondents worked in specialist private dental practice in the 2020 international survey.[68]

Distribution channels in the electric toothbrush industry

  • 19% of 2022 consumer-outlook respondents preferred online purchasing for the surveyed health-oriented appliance category that included electric toothbrushes.[89]
  • 150 countries was the approximate global availability attributed to Oral-B products in publicly compiled brand information.[32]
  • 69.99 US dollars was the cited price for Colgate’s hum rechargeable electric-toothbrush format.[26]
  • 31% of 2022 consumer-outlook respondents favored an electric toothbrush as a likely health-oriented appliance purchase.[89]
  • 49.99 US dollars was the cited price for Colgate’s hum battery-powered electric toothbrush format.[26]

Key questions about the electric toothbrush industry

What was the global electric toothbrush market size in 2025, and what is the 2026 figure?
The global electric toothbrush market was valued at $3.53 billion in 2025. It was projected at $3.67 billion in 2026, while another 2026 estimate placed it at $5.0 billion.
How fast is the electric toothbrush market expected to grow from 2026 to 2034?
Fortune Business Insights forecast growth from $3.67 billion in 2026 to $5.32 billion in 2034 at a 4.73% CAGR. Grand View Research projects a faster 7.8% CAGR from 2025 to 2030, reaching $6.8 billion.
Which companies lead the electric toothbrush industry?
Because Procter & Gamble sells Oral-B electric toothbrushes with reported 3% revenue growth and 22.7% operating margin, it stands out for scale in rechargeable oral care. usmile stands out for sonic electric toothbrush range from a company founded in 2015, making its portfolio narrower by segment.
What technology shift is gaining share in electric toothbrushes?
Rechargeable models accounted for 82.14% of market share in 2025. Oscillating-rotating technology represented 54.68% of share in 2025, and connected brushing moves into mainstream product lines.
How concentrated is competition in the electric toothbrush market?
Stratview Research estimates that the top three companies held more than 80% of global market revenue in 2025. The market also shows brand search concentration, with Oral-B and Philips Sonicare each holding large shares of tracked searches in September 2026.
What does the market say about replacement heads and recurring spend?
The industry highlights replacement-head costs as a key challenge, and replacement heads deepen recurring revenue. Reported subscription prices include $7 per quarter for Quip and $7.99–$13.99 per quarter for Philips Sonicare in the United States.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 11). Electric Toothbrush Industry Statistics. Gitnux. https://gitnux.org/electric-toothbrush-industry-statistics
MLA
Samuel Norberg. "Electric Toothbrush Industry Statistics." Gitnux, 11 Nov 2026, https://gitnux.org/electric-toothbrush-industry-statistics.
Chicago
Samuel Norberg. 2026. "Electric Toothbrush Industry Statistics." Gitnux. https://gitnux.org/electric-toothbrush-industry-statistics.

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