Strategic Partnerships Like That Between Colgate’s Hum and obé Fitness to Drive the Electric Toothbrush Market

Electric toothbrushes make automatic rapid bristle movements to clean teeth and some hidden spaces between the teeth. These motions are either rotational oscillation or back-and-forth oscillation and have sonic speeds or below that are made by a motor. An electric toothbrush is usually charged via a rechargeable battery through inductive charging when the toothbrush sits in the charging case. Based on frequency or speed of the movement, electric toothbrushes are classified into categories like sonic and ultrasonic with an audible range of 20-20,000 Hz or 2400-2,400,000 Hz per minute.

Forecast Analysis:

The growth of the global electric toothbrush market is attributed to the rising prevalence of oral diseases like tooth decay and plague among the younger generation and unhealthy eating habits. Additionally, the increasing geriatric population and its consequential movement disability is yet another factor expected to drive the market growth during the forecast years. Moreover, the ability of these toothbrushes to provide advanced level teeth care and effectively remove deposited plague on teeth is a major factor predicted to boost the growth of the global electric toothbrush market in the 2021-2028 analysis timeframe. Furthermore, strategic collaborations among key market players and their increasing product portfolio development is projected to offer abundant growth opportunities for the global electric toothbrush market by 2028. However, high cost of electric toothbrushes is estimated to impede the market growth.

Regionally, the electric toothbrush market in the Europe region is anticipated to hold a dominant market share and generate a revenue of $1,567.60 million during the 2021-2028 forecast timeframe. This immense growth is attributed to the existence of some renowned healthcare companies like Philips and many others in the region. Moreover, the high affordability rate of people and growing awareness about maintain oral hygiene is also estimated to propel the market growth in the Europe region by 2028. Additionally, the high cleaning effect offered by electric toothbrushes has also made people switch from their manual or normal toothbrushes and adopt the latest technology toothbrushes.

According to the report published by Research Dive, the global electric toothbrush market is expected to gather a revenue of $4,009.2 million and grow at 5.3% CAGR in the 2021–2028 timeframe. Some significant market players include Water Pik, Inc., Panasonic, FOREO, Mornwell, Koninklijke Philips N.V., Shenzhen Risun Technology Co. Ltd., JSB Healthcare, Procter and Gamble Co., SONIC Chic, Colgate Palmolive, and many others.

Covid-19 Impact on the Market

The outbreak of the Covid-19 pandemic has had a disastrous effect on several industries and businesses; however, the global electric toothbrush market was an exception. Since the wave of the corona virus affected many lives with its severe symptoms, the fear of infection persisted within people. This made them prefer electric toothbrushes over their manual ones to maintain better oral hygiene and keep diseases like plague and tooth decay at bay. These factors are anticipated to augment the growth of the global electric toothbrush market post the pandemic stress.

Prominent Market Developments

The significant companies operating in the industry are adopting numerous growth strategies & business tactics such as partnerships, collaborations, mergers & acquisitions, and launches to maintain a robust position in the overall, thus helping the electric toothbrush market to flourish. For instance:

In January 2022, Oral B, an American brand of oral hygiene products, recently launched its new Oral B iO10 along with two other wallet-friendly toothbrushes iO4 and iO5. The latest iO10 rechargeable electric toothbrush comes with an app that provides real-time insights and live coaching directly on the iOSense Charger for the user to obtain an advanced level oral hygiene. The iOSense Charger also displays pressure, time, and total tooth coverage.

In June 2021, Colgate’s Hum, a smart electric toothbrush, announced its partnership with obe’ Fitness, an online fitness platform, to host a Fitness Friday program in the Hum by Colgate app. The program’s weekly content will consist of short workouts that can effectively boost people’s mood and get their heart rate up in just 2 minutes, which is the same amount of time they should be brushing their teeth with Colgate’s Hum.

In April 2021, Colgate-Palmolive, an American multinational consumer products organization, announced its collaboration with Philips, a Dutch multinational conglomerate company, to enhance its product portfolio for the people in Latin America. The collaboration deal will help both the companies in launching an exclusive portfolio of Philips Colgate products featuring several new electric toothbrushes across a great price range.