Manual Toothbrush Market (2022 - 2030)

Manual Toothbrush Market Summary

Dental hygiene has been considered one of the most important aspects of human health, giving all types of toothbrushes a prominent position in the oral care products market.

The COVID-19 (coronavirus) outbreak that began in China at the end of 2019 is not expected to significantly impact the oral care and hygiene market, including the market for manual toothbrushes globally. During the initial weeks of the outbreak, consumers frantically lined up at supermarkets and retail stores to purchase essential items. Oral care products such as toothpaste, mouth fresheners, and toothbrushes emerged as some of the prominent items customers purchased during the panic-buying stage.

E-commerce retail channels play a significant role in the distribution of manual toothbrushes as a considerable amount of market revenue is generated through this channel. Online sales channels make it easy for consumers to browse through millions of products in one place without having to physically visit retail stores.

Manual toothbrushes have been gaining consumer attention across the globe due to their effectiveness in cleaning teeth, tongue, and gums. These products are available in various designs, structures, and sizes to be utilized as per the needs of people of different ages. According to the CDC (Centers for Disease Control and Prevention), in the U.S., over 52% of children aged between 6 and 8 had a cavity in their primary teeth. Moreover, children from low-income families are twice likely to have untreated cavities as compared to children from high-income families. Additionally, 90% of the adults aged 20 and older have had a cavity in the country.

Rising product innovation is also driving the market. Improvements in the size and quality of the bristles, product design catering to different age groups, change in the structure and shape of the head, increased flexibility, and improvement in angled handles are some of the major modifications made by key manufacturers. Additionally, the popularity of toothbrushes made from plant-based and biodegradable materials such as bamboo and corn starch is also rising as an increasing number of consumers get influenced by sustainability and eco-friendly trends in the consumer goods market.

Type Insights

Medium soft toothbrushes dominated the market with a share of over 45.0% in 2021. The fact that these are more effective than ultra-soft toothbrushes and less uncomfortable or harsh on the gums than hard toothbrushes is one of the main reasons behind their widespread popularity. A medium-soft toothbrush strikes a good mix between hardness and softness in the bristles, allowing plaque and debris to be removed from between the teeth. The soft bristles of these toothbrushes lessen the risk of abrasion and recession while also providing gentle gum stimulation.

However, as rigorous teeth brushing can cause gum disease, many periodontists recommend using toothbrushes with medium or soft nylon bristles because they cause less epithelial stress. Ultra-soft toothbrushes have bristles that are mild enough to preserve the gums when brushing and flexible enough to fully clean the teeth without exerting excessive pressure. Brushes with ultra-soft bristles have long been the primary option for parents worried about their children's oral health. Brushing children's gums necessitates extra caution and the use of delicate but effective toothbrushes. This is a major component driving the demand for ultra-soft manual toothbrushes among parents.

End-user Insights

The individuals segment accounted for the largest market share of over 70.0% in 2021. The individuals segment is sub-segmented into adults and children. The adults segment emerged as the leading segment in 2021. A majority of adults suffer from dental problems such as periodontal pockets and early tooth decay. Therefore, to preserve oral hygiene and avoid dental issues, a considerable proportion of adults brush their teeth at least twice a day. This is a major factor fueling segment growth.

Most dental disorders can be avoided by brushing at least twice a day using a suitable rotating method, according to the American Dental Association (ADA). Product demand is predicted to increase over the forecast period as people become more aware of the importance of good oral hygiene.

Distribution Channel Insights

The offline segment held the largest share of over 70.0% in 2021. Many consumers prefer to buy manual products through offline stores as these stores have a variety of options available in terms of color, type, and material. The main advantage of an offline retail store is that consumers can touch and feel the product before making a purchase decision.

The online channel segment is expected to witness the fastest growth over the forecast period. . Factors such as growing consumer preference for a hygienic lifestyle and online promotion of the product are significantly driving the market. Product reviews and usage videos of well-known manual toothbrush brands, such as Colgate and Oral-B, have influenced product demand on social media sites like YouTube.

This trend of publishing online reviews has become increasingly important in buyers’ decision-making process, particularly for products related to personal care. According to a 2020 Local Consumer Review Survey, 91% of 18-34-year-olds trust online reviews as much as personal recommendations and 93% of customers believe online reviews influenced their purchasing decisions.

Moreover, to boost the visibility of their products and expand their consumer base, toothbrush manufacturers are increasingly investing in online marketing. The distribution network of a toothbrush manufacturing company is critical to the success of the company. Consumers are expected to turn to companies with established tie-ups with large drugstores and popular retail locations in their distribution networks.

Regional Insights

In 2021, Asia Pacific held the largest share of over 40.0%. The demand for medium-soft toothbrushes continues to soar in the region owing to the ability of medium-soft-bristled toothbrushes to remove more plaque from the molar area as compared to their ultra-soft counterparts. The continuous rise in environment-conscious consumers in the region is likely to open new growth avenues for sustainable manual toothbrushes in the upcoming years. Well-established oral care brands such as Colgate and P&G have launched manual toothbrushes with replaceable brushes globally, significantly reducing plastic usage. Consumers in Asia Pacific are placing high importance on oral hygiene and shifting their preferences to branded toothbrushes.

The North American region is likely to hold a significant market share in the forthcoming years due to growing awareness about dental hygiene in the region. Dental hygiene is one of the most important aspects of human health and a toothbrush is one of the frequently demanded tools for maintaining one’s dental hygiene. The oral benefits and clinical efficacy are achieved, and periodontal disease could be avoided by the constant use of a standard toothbrush. From a hygiene perspective, a toothbrush should not be used for more than three months under ideal conditions. This, in turn, results in the frequent purchase of manual toothbrushes among consumers in North America. For effective removal of plaque, a manual toothbrush must have soft bristles with rounded ends as they lower the risk of tissue injuries.

Key Companies & Market Share Insights

The global market is characterized by the presence of well-established players. Players in this market face intense competition from each other as some of them are among the top manufacturers of personal and oral care products in addition to manual toothbrushes, including toothpaste, mouthwash and rinse, and floss and flossers. These companies have a large customer base for their products across the globe. Moreover, these market players have strong and vast distribution networks, which help them reach a larger customer base worldwide.

Given the rising demand for natural and sustainable products, manufacturers are likely to step up their efforts in developing manual toothbrushes with plastic-free materials and adapt to sustainability production attributes over the forecast period. The impact of major players on the market is quite high as a majority of them are characterized by a global presence. Major players are making efforts to strengthen their presence across new regions in the global market through partnerships with established distributors.

• In October 2021, Oral-B launched the DROP SWAP SMILE initiative with Veolia and Shaver Shop, which gives Australians a new way to dispose of their used toothbrushes more sustainably. Australians participated in DROP SWAP SMILE by dropping their old toothbrushes in specially designed collection bins found at Shaver Shop stores around Australia. Online shoppers also participated with a DROP SWAP SMILE envelope and pre-paid postage label offered with every purchase of an Oral-B product via shavershop.com.au.

• In February 2021, Colgate Keep was launched as part of Colgate's 2025 Sustainability & Social Impact Strategy. The company stated that it wants to reduce the amount of toothbrush plastic waste by half. Additionally, Colgate promised to eliminate one-third of the new plastics used in its packaging as part of the transition to 100% recyclable, reusable, or compostable plastic packaging by 2025. Colgate Keep is designed with a snap-on replaceable brush head and a reusable aluminum handle. It contains 80% less plastic compared to similarly-sized Colgate toothbrushes. The brush is available online and at national retailers.

• In December 2020, Colgate-Palmolive (India) Limited, the market leader in Oral Care in India, announced the launch of the all-new Colgate Zig Zag Anti-Bacterial Toothbrush, a first of its kind in the Zig Zag portfolio. Equipped with 100% silver-ion anti-bacterial bristles, Colgate India’s latest Zig Zag Anti-Bacterial Toothbrush repels bacteria from the bristle surface by disrupting their ability to form colonies. In addition, Zig Zag's multi-angled bristles remove germs in between teeth and come along with a soft tongue cleaner that gently removes odor-causing germs for fresher breath. Its flexible handle reduces pressure on the wrist while brushing and softly massages gums, offering superior benefits for overall protection.

• In September 2021,GSK launched the Dr.BEST GreenClean toothbrush. The Dr.BEST GreenClean toothbrush handle is made from renewable cellulose and ‘tall oil’, a wood-based bioplastic that is derived from pine, spruce, and birch trees in sustainable forests, and is being applied in oral care for the first time by GSK Consumer Healthcare (GSKCH). It is a byproduct of paper production and would otherwise be disposed of. The bristles are made of 100% renewable castor oil. The product’s 100% plastic-free packaging includes GSKCH’s innovative cellulose window (which is also made with renewable cellulose). The packaging can be completely disposed of through a wide range of municipal recycling schemes.

Some prominent players in the global manual toothbrush market include:

• Procter & Gamble

• Colgate-Palmolive Company

• Unilever

• GlaxoSmithKline plc

• CURADEN AG

• Nimbus Dental

• Perfect Group Corp.

• Boie USA

• Dr. Collins

• Kaneda Keitei

Manual Toothbrush Market