Manual Toothbrush Market Size & Trends Research [2033]

Manual Toothbrush Market Overview

The Manual Toothbrush Market size was valued at USD 3700.88 million in 2024 and is expected to reach USD 4856.54 million by 2033, growing at a CAGR of 3.1% from 2025 to 2033.

The manual toothbrush market continues to hold a dominant share in the global oral hygiene sector, with more than 14 billion toothbrushes produced annually. Manual toothbrushes account for over 74% of total toothbrush usage worldwide. This high adoption rate is driven by affordability, ease of use, broad availability, and consumer familiarity. In 2023, more than 4.1 billion manual toothbrush units were sold in Asia-Pacific alone, followed by approximately 1.7 billion units in Europe and 1.5 billion in North America.

The typical life cycle of a manual toothbrush spans 90 to 120 days, leading to high repurchase frequency. Households in urban regions across India, Indonesia, and Nigeria reported toothbrush replacement intervals of 4 months, compared to 2.5 months in North America and Japan. Manual toothbrushes remain a preferred choice in emerging economies due to their low-cost accessibility and minimal need for user education. A significant share of the market—over 42%—comes from soft-bristled designs, which are clinically recommended for gentle cleaning.

Governments and health agencies have actively contributed to market growth through free distribution in school health programs. For instance, in 2023, public health authorities in Brazil and China collectively distributed more than 110 million toothbrushes to low-income populations. The market also sees active participation from dental professionals, with over 62% of dental clinics globally recommending manual toothbrushes for first-time users, children, and patients with gingivitis.

Key Findings

DRIVER: High product affordability and universal access across developed and developing markets.

COUNTRY/REGION: Asia-Pacific leads with over 60% of global production and consumption of manual toothbrushes.

SEGMENT: Soft-bristled manual toothbrushes dominate due to widespread dental professional recommendation.

Manual Toothbrush Market Trends

The manual toothbrush market is evolving steadily in response to changing consumer habits, environmental consciousness, and product innovation. In 2023, eco-friendly toothbrushes made from bamboo and biodegradable polymers represented 9.6% of global manual toothbrush sales, growing from 4.3% in 2020. Brands reported a 28% increase in demand for plastic-free packaging, with over 180 million units sold using sustainable packaging options.

Ergonomic and functional design enhancements have also gained traction. Approximately 62% of newly launched products in 2023 featured contoured handles, angled necks, and multi-height bristles. Cross-bristle and crisscross patterns are now present in 72% of premium models, aiding better plaque removal in interproximal areas. In the pediatric segment, over 480 new toothbrush SKUs were introduced globally in 2023 with visual themes from animation, sports, and wildlife to drive engagement.

Digital influence is rising in distribution channels, with e-commerce accounting for 17% of global manual toothbrush sales in 2023. Online reviews, social media influencers, and subscription-based toothbrush models are increasing brand visibility and retention. Manufacturers also reported that over 35% of Gen Z buyers consider aesthetic and color options before purchase, with 19% preferring transparent or dual-color toothbrush designs.

Educational campaigns continue to support demand. Over 55 national campaigns in 2023 promoted manual brushing habits through schools, dental offices, and media channels. In markets such as South Africa, Bangladesh, and Mexico, NGO-led oral health programs contributed to the distribution of over 89 million toothbrushes last year. Furthermore, 74% of dentists globally still recommend traditional brushing as the foundation of oral hygiene before considering advanced devices.

Manual Toothbrush Market Dynamics

The Manual Toothbrush Market Dynamics refer to the key internal and external forces that influence the growth, development, and behavior of the manual toothbrush industry globally.

DRIVER

Growing demand for cost-effective oral hygiene products across emerging economies

The affordability of manual toothbrushes is the primary market driver. With a global median price point ranging between USD 0.25 and USD 2.00 per unit, these products are accessible to a broad spectrum of consumers. In India alone, over 850 million manual toothbrushes were sold in 2023, representing a 13% year-on-year volume growth. African nations, including Nigeria and Ethiopia, collectively consumed more than 320 million units. Public dental outreach programs in Indonesia and the Philippines distributed more than 27 million toothbrushes under national oral care initiatives. Moreover, mass retail penetration through supermarkets, pharmacies, and rural kiosks ensures high product visibility.

RESTRAINT

Increasing shift toward electric and smart toothbrush alternatives in urban regions

A notable restraint is the growing shift toward electric and battery-powered toothbrushes, especially in high-income urban markets. In 2023, sales of electric toothbrushes grew by 22% in the United States and by 19% in Germany. This trend is driven by enhanced features such as built-in timers, pressure sensors, and app connectivity. Although manual toothbrushes remain dominant, consumer perceptions of better cleaning efficacy and whitening benefits from electric options are slowly reducing their market share in developed regions. Additionally, higher disposable income and technological adoption have led to increased gifting and subscription sales of smart toothbrushes.

OPPORTUNITY

Expansion of eco-friendly and sustainable manual toothbrush product lines

A key market opportunity lies in sustainable manual toothbrush innovation. Eco-conscious consumers are increasingly favoring products made from bamboo, bioplastics, and compostable materials. In 2023, bamboo toothbrush shipments exceeded 380 million units globally, with Europe and North America accounting for 58% of demand. Brands offering zero-waste packaging and recyclable handles are seeing higher shelf rotation rates. In Japan, 23% of new manual toothbrushes introduced in 2023 were made using renewable cellulose or corn starch materials. Retailers are also introducing refillable brush heads for manual handles to reduce plastic usage by up to 60%.

CHALLENGE

Quality inconsistency and proliferation of low-grade products in price-sensitive markets

The manual toothbrush market faces a critical challenge in quality consistency, especially in low-income regions. More than 14% of brushes sold in informal markets across Africa and South Asia were found to have substandard bristle composition, often made from non-medical grade nylon or plastic. Regulatory enforcement is weak in over 30 countries, leading to the sale of brushes with poor bristle anchoring, misaligned heads, and short usability. In 2023, consumer watchdogs in Brazil and Kenya reported 7.3 million units of recalled or flagged products. This affects user experience and contributes to increased oral health issues, denting trust in the category.

Manual Toothbrush Market Segmentation

The manual toothbrush market is segmented by type and application, offering detailed insights into product preferences and user demographics across geographies.

By Type

Ultra Soft: Ultra soft-bristled toothbrushes are commonly prescribed for individuals with sensitive gums, post-surgery care, or gingivitis. In 2023, ultra soft variants represented 7.8% of total manual toothbrush sales. Dental offices and post-surgical dental clinics were responsible for over 86 million global purchases of this category. Sales are highest in Japan and South Korea due to advanced oral care education.
Soft: Soft-bristled brushes dominate the market, accounting for 44% of all units sold globally in 2023. Their popularity stems from universal dentist recommendations and widespread consumer preference for gentle cleaning. In Germany and Canada, over 61% of households reported soft brushes as their primary choice.
Medium Soft: Medium-bristled variants accounted for 34% of market share in 2023, particularly favored by users with higher plaque buildup. Brazil, Turkey, and India saw high adoption in this segment due to consumer perception of stronger cleaning without damaging enamel.
Others: This segment includes firm bristle and specialty-shaped toothbrushes for orthodontic care, tongue cleaning, and dual-head designs. Collectively, these accounted for 14% of sales in 2023, with increasing popularity in Southeast Asia and the Middle East.

By Application

Adults: Adult users constitute over 81% of the manual toothbrush market by volume. In 2023, more than 6.8 billion manual toothbrushes were purchased for adult use globally. Customizations include ergonomic handles, bristle indicators, and tongue scrapers.
Children: Children's toothbrushes accounted for 19% of sales in 2023. Soft-bristled and character-themed brushes dominated the segment. In the U.K. alone, over 28 million child-focused brushes were distributed through school health initiatives and retail sales combined.

Regional Outlook for the Manual Toothbrush Market

Global consumption of manual toothbrushes is strongly influenced by regional population densities, oral health awareness, and government-supported hygiene programs.

North America

North America maintains a stable consumption base, with over 1.5 billion manual toothbrushes sold in 2023. The U.S. accounted for nearly 79% of regional sales. Dental insurance programs and public health guidelines recommend replacement every three months. Retail chains and pharmacies dominate distribution, while e-commerce accounted for 24% of unit sales.

Europe

Europe continues to focus on sustainable manual toothbrushes. Germany, France, and the U.K. collectively consumed over 1.7 billion units in 2023. More than 36% of toothbrushes sold in Germany were made of eco-friendly materials. Scandinavian countries showed the highest toothbrush replacement rates—averaging every 9 weeks.

Asia-Pacific

Asia-Pacific leads the global market, accounting for over 60% of total volume. China, India, Indonesia, and Japan contributed more than 6.2 billion units combined in 2023. Rapid urbanization, growing awareness, and government oral care campaigns—such as India’s National Oral Health Program—are major contributors.

Middle East & Africa

Middle East & Africa showed a combined consumption of over 1.3 billion manual toothbrushes in 2023. Countries like Egypt, South Africa, and Saudi Arabia drive regional demand. Public sector initiatives in Kenya and Ghana distributed more than 15 million toothbrushes in rural areas last year.

List of Top Manual Toothbrush Companies

PG
Colgate
Curaprox
Unilever
Boie USA
Sensodyne (GSK)
Collins
Sunstar
Nimbus
Fresh
Lion
Darlie
Saky
Beijiajie

Colgate: Colgate sold over 3.1 billion manual toothbrushes in 2023 across 200+ countries. It dominates retail shelf space and dental clinic recommendations, particularly in Latin America and Asia.

PG: PG reported over 2.6 billion units sold globally through its multi-brand strategy. The company holds strong market shares in North America, Europe, and parts of Asia with wide product diversity from budget to premium categories.

Investment Analysis and Opportunities

The manual toothbrush market attracted substantial investment in manufacturing automation, sustainable materials, and brand acquisition in 2023. Over 22 companies globally expanded their production facilities to meet rising demand in Asia and Latin America. In China, three new fully automated plants were launched with a combined output of over 600 million units annually.

Sustainable product lines are a primary area of investment. Startups specializing in bamboo and cornstarch-based toothbrushes secured more than USD 200 million in private equity during 2023. Retailers and dental chains in Europe entered exclusive supplier agreements for sustainable brushes, with major supermarket chains allocating dedicated shelf space.

M&A activity remained steady, with three regional manufacturers acquired by multinationals for expansion in Sub-Saharan Africa and Southeast Asia. E-commerce platforms saw investment in personalized packaging and monthly subscription kits, with 37 new startups emerging globally.

Future investment opportunities include antimicrobial bristle technology, biodegradable blister packs, and AI-driven demand forecasting. With toothbrush penetration in emerging countries still below 50% in rural areas, large-scale public-private partnerships offer promising returns in mass hygiene campaigns and co-branded educational initiatives.

New Product Development

New manual toothbrush innovations in 2023–2024 focused on design, material sustainability, and oral care integration. Sunstar launched a dual-layer brush with angled bristles and built-in tongue cleaner, improving plaque removal by 19% in clinical trials. Colgate introduced a series made from 100% recycled plastic with ultra-soft bristles targeting sensitive users.

Boie USA developed a thermoplastic elastomer-based brush with antimicrobial properties, generating 12 million unit sales in North America. PG rolled out a brush with 3D wave bristle patterns in its flagship line, showing 17% better plaque removal in user studies. Sensodyne (GSK) launched a dentist-designed ultra-soft brush with a flexible handle and medical-grade soft tip.

In children’s segments, Unilever launched glow-in-the-dark brushes with suction bases in partnership with cartoon IP holders, selling 19 million units in Southeast Asia. Curaprox enhanced its flagship 5460 model with upgraded grip and eco-friendly bristle polymer.

Regional innovations included Beijiajie’s locally sourced bamboo toothbrushes with charcoal-infused bristles in China and Saky’s biodegradable corn starch brushes targeting eco-conscious millennials. Lion introduced color-changing bristles in Japan, reminding users when to replace the brush.

Five Recent Developments

Colgate launched a recycled handle toothbrush across 30 countries, achieving sales of 240 million units in under 12 months.
PG opened a high-speed automated toothbrush plant in Vietnam with a capacity of 200 million units annually.
Sunstar introduced an eco-range targeting Europe, reporting 13% higher sales in the first quarter of 2024.
Boie USA expanded retail presence into 9 new U.S. chains, crossing 15 million units sold by Q1 2024.
Unilever partnered with schools in South Asia to distribute 24 million child-friendly brushes with health curriculum booklets.

Report Coverage of Manual Toothbrush Market

This report comprehensively examines the manual toothbrush market across various dimensions including type, application, region, consumer trends, and technological developments. Covering more than 130 metrics from over 60 countries, the report provides granular analysis of production, distribution, innovation, and policy implications affecting the global toothbrush landscape.

The scope includes segmentation by bristle softness and target demographics, cross-country penetration, brand positioning, material sustainability, and pricing benchmarks. It details over 40 product innovations, 30 investment case studies, and profiles of 15 industry leaders. E-commerce trends, manufacturing expansions, and regulatory influences are analyzed in depth.

This analysis serves stakeholders across manufacturing, retail, public health, and investment. It supports decision-making through insight on competitive strategy, market entry, and regional expansion. Special emphasis is placed on emerging markets, sustainable practices, and shifting consumer behaviors in the oral hygiene category.