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Kids Toothbrush Market

Kids Toothbrush Market By Product Type (Non-electric, Electric), By Target Age Group (Infants (ages 4 weeks – 1 year), Toddler (ages 12 months – 24 months), Pre-Schooler (ages 2 – 5 years)), By Sales Channel, By Region - Global Insights to 2031

Analysis of Kids Toothbrush market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Kids Toothbrush Market Outlook

Demand for kids’ toothbrushes in the global market is expected to top a value of US$ 2.7 Bn in 2021. As per Fact.MR, overall market value is projected to cross US$ 5.7 Bn by 2031, increasing at a CAGR of 7.7% over the same time period.

Key Insights Offered in Global Kids Toothbrush Industry Survey:

  • Market estimates and forecast 2016-2031
  • Key drivers and restraints impacting market growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Demand for Kids’ Toothbrushes and How to Navigate
  • Recommendation on Key Winning Strategies

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

2016-2020 Global Kids Toothbrush Industry Analysis in Comparison to 2021-2031 Growth Forecasts

The most common oral disease in childhood is a cavity. Cavities, when left untreated, result in infections and pain that may lead to difficulty in eating and speaking. Cavities are usually caused due to poor maintenance of oral hygiene and increased consumption of free sugars or sugar candies.

Increasing awareness regarding oral hygiene among children with the help of dental professionals can help improve their eating habits. Proper attention and monitoring should be done of children’s toothbrushes, especially the ones used by younger individuals. Toothbrushes used by preschool children are expected to be having a life of not more than 4 weeks.

Cracked brushes could give rise to potential microorganisms. Children have a habit of brushing their teeth with uneven strokes or chewing the bristles while brushing. This is very unhealthy and can lead to several dental problems such as damaging their gums. Many have started using electric toothbrushes to tackle the chewing habit. This might help in increasing the share of the children’s toothbrush market across the world.

Fact.MR projects the market to remain steady, exhibiting growth at 7.7% CAGR from 2021 to 2031 in comparison to the CAGR of 6% posted from 2016 to 2020.

Toothbrushes are designed in such a way that they can prevent damage to the soft and hard tissues in the gums and teeth while removing dental plaque. Equipped with the latest technology, toothbrushes have become more efficient.

The benefits attached to electric toothbrushes have made them popular and widely acceptable. For instance, an electric toothbrush can rotate better than a manual toothbrush, causing greater number of strokes per minute. Also, consumers with a disability can use an electric toothbrush that removes plaque effectively without much effort.

As such, demand for kids’ electric toothbrushes is expected to show a considerable rise over the forecasted period of 2021 to 2031.

Why are Kids’ Toothbrushes Gaining Traction in the Industry?

Growing importance of maintaining oral hygiene has resulted in overall growth of the global kids toothbrush market. By, using oral care products such as toothbrushes and mouthwashes, consumers want to eradicate the possibilities of tooth decay, cavities, oral cancer, or any other dental flaws.

Kids’ manual toothbrushes have made their place a long time back. The effectiveness of cleaning teeth and preventing the possibility of gingivitis, even without any kind of whistles or bells, similar to that in electric toothbrushes, is a major driver for the market and has increased the sales of kids’ manual toothbrushes.

Kids’ electric toothbrushes come with more beneficial features such as pressure sensor technology, head replacement reminder, real-time data transfer to smart gadgets, etc. An electric toothbrush is equipped with smart technologies such as Bluetooth or data transfer technology, which gathers data from a person’s brushing habits. Also, the feature of replaceable heads with subsequent alarms to replace them is driving demand for electric toothbrushes.

In countries where formal education starts before the age of five years, schools can actively participate in influencing the health of the younger population. Children spending most of their time in school can be taught about oral hygiene at an early age when their health habits are being formed.

In today’s era, young children recognize the importance of brushing their teeth at least twice a day to prevent oral cavities. Due to this, an increase is being seen in the consumption of 8-12 months old kids’ toothbrushes, which is resulting in a subsequent rise in the sales of kids’ ultra-soft toothbrushes as well.

Kids toothbrush market by Fact.MR

Country-wise Insights

What is the Market Scenario in Europe for Kids’ Toothbrushes?

Globally, Europe’s value share contribution to overall market revenue is much higher as compared to other regions. This is attributed to the strong production footprint of all key market participants in the overall value chain process in the region.

Europe holds the largest market share of 41.5% in the global, which is expected to show robust kids toothbrush market growth to 2031 at a CAGR of 6% and top a market value of US$ 2 Bn.

How is the U.S. Kids’ Toothbrush Industry Performing?

In North America, the U.S. has the highest value share contribution to overall market revenue. This is attributed to growing concerns of maintaining oral hygiene among the younger population.

Demand for kids’ toothbrushes is estimated to be valued at US$ 843.5 Mn in 2021 in the U.S. The country holds the largest market share of 88.1% in North America, and this market is anticipated to expand rapidly at a CAGR of 8.5% and reach a market value of US$ 1.9 Bn by 2031.

Which is the Dominant Country in East Asia for Kids’ Toothbrushes?

In East Asia, numerous manufacturers of children's toothbrushes in China have led to an increase in its value share contribution and have made it a leading player amongst all the other countries. This is attributed to rising awareness of the need for oral health care amongst kids in the country.

China holds the largest share of 56% in the East Asia market, and is expected to show commendable growth at a CAGR of 10.7% and reach a market value of US$ 395.2 Mn by 2031. South Korea’s market is expected to witness lucrative growth at a CAGR of 12.1% during the forecast period.

Kids Toothbrush Market

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Category-wise Insights

Is Demand for Electric Toothbrushes Slated to Surge?

Both, electric children’s toothbrushes and manual children’s toothbrushes are effective in removing dental plaque from the teeth. Disabled people or children with braces often find electric battery kids’ toothbrushes easier to use as compared to soft bristle manual kids’ toothbrushes.

Sales of soft bristles kids’ electric toothbrushes account for 32.7% market share, and are projected to rise at a CAGR of 10.1% through the decade. Alongside, electric battery kids’ toothbrush demand is expected to rise as well in the near future.

Which Target Age Group Drives Most Consumption of Toothbrushes?

The target segment is categorized into 4 different age groups: infants (ages 4 weeks – 1 year), toddlers (ages 12 months – 24 months), pre-schoolers (ages 2 – 5 years), and school-aged child (ages 6 – 13 years).

The school-aged child segment accounts for 81.8% market share and is projected to expand at a CAGR of 7.9% over the forecasted period, impacting the sales of baby toothbrushes in the baby and toddler toothbrush market, and also driving demand for soft silicone training kids’ toothbrushes.

How are Online Sales of Kids’ Toothbrushes Impacting Market Expansion?

According to Fact.MR, online sales account for 17.5% market share and are projected to increase at a CAGR of 9.3% through 2031. Rising role of e-Commerce in emerging nations is catering to a high growth rate for online sales of kids’ toothbrushes due to excessive demand for soft hair toothbrushes and soft bristle kids’ toothbrushes.

The segment is expected to account for 20.3% market share by 2031.

Is Competition among Manufacturers Restricting New Entrants into the Market?

A stream of new kids’ toothbrush manufacturers around the world has made the market very competitive. Various new brands such as Mi Kids, Hum Kids, Willo, and Burstkids have entered the market to achieve big revenues and a quick return on investment.

Acquisitions, mergers, and expansion are the key strategies adopted by manufacturers to increase revenue in different geographies. New entrants are focusing on creating awareness about dental diseases such as cavities through social campaigns and also by providing research grants dealing in disease control and prevention to increase demand for their toothbrushes.

Top manufacturers of ultra-soft kids’ toothbrushes are investing huge amounts in advertisements to reach their target audience in a fun and innovative way.

Consumers are now concerned about the environment and are shifting their preferences towards sustainable products. As a result, new players are focusing on zero waste toothbrushes. For example, Brush with Bamboo was one of the first plant-based toothbrushes. Brush with Bamboo’s USA-made kids’ toothbrushes come with bristles made of 100% castor bean oil.

Many manufacturers have moved to the premiumization of products in order to stay competitive. Simultaneously, there has been a shift toward premiumization of private labels, with the share of premium private labels continuing to grow, owing to profitability, client loyalty, and growth.

Nowadays, consumers are looking for different product varieties with added benefits that are unique and highly effective. This has increased the burden on manufacturers to provide different kinds of products that can trigger the needs of consumers and ensure their accessibility in divergent regions, which has possibly resulted in a rise in competition. Hence, top manufacturers of kids’ toothbrushes that are providing transparency in their products are likely to gain more traction in the future.

What is the Impact of COVID-19 on Demand for Kids’ Toothbrushes?

The manufacturing industry has been the most affected by the evolving COVID-19 pandemic due to forced lockdowns across the globe and other stringent restrictions and guidelines for resuming work. Many workers in the U.S. and abroad have been called upon to remain at home and away from others in order to limit the spread of COVID-19.

The pandemic has sped up the shift from global to more local economies—a trend already underway thanks to international trade tensions and other factors.

COVID-19 has caused a disturbance in the demand for kids’ toothbrushes due to lockdowns imposed in different regions. However, consumers’ shift from offline retailers of kids’ toothbrushes such as retail stores to online buying has opened new sales opportunities for online retailers of kids’ toothbrushes in the market. In addition, specular shift from essential to discretionary spending has significantly impacted demand for oral care products across regions. 

Strengthening the supply chain, particularly in countries such as India, China, Brazil, and other developing countries, is the key focus area for players in the market. Expansion of distribution network and introduction of innovative & cost-effective materials for oral care products are the key strategies adopted by oral care market players to tackle the prevailing pandemic.

Competitive Landscape

Maintaining proper hygiene and oral care has become the primary motive of consumers to eradicate the possible spread of cavities, tooth decay, and other dental issues.

Consumers are shifting their focus towards using sustainable products that have no harmful effects on the environment. This has convinced kids’ medium toothbrush manufacturers to make natural or organic products and other disposable kids’ toothbrushes that are not hazardous. This is a new way to cater to the needs of consumers and address growing kids’ toothbrush demand in the dental care products market.

For instance-

  • Colgate faced major challenges in expanding its market share, such as saturated urban markets and intense competition. The rural market offered scope for growth, where 30% do not use oral care products.
  • GlaxoSmithKline has aimed to bring in high-quality, differentiated, and needed healthcare products to almost every possible consumer with its three global businesses of Vaccines, Consumer Healthcare, and Pharmaceuticals.
  • Johnson & Johnson is dedicated to developing procurement relationships based on loyalty and trust. While maintaining the highest standards via industry-leading suppliers, the company is expected to drive demand for kids’ extra-soft toothbrushes and will influence toddler toothbrush sales in the market.

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Kids Toothbrush Market Report Scope



Market size value in 2021

USD 2.7 Billion

Market forecast value in 2031

USD 5.7 Billion

Growth Rate

CAGR of 7.7% from 2021 to 2031

Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania 
  • MEA

Key Countries Covered

  • US
  • Canada
  • Mexico
  • Brazil
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • UK
  • Japan
  • South Korea
  • China
  • India
  • Australia
  • GCC Countries

Key Market Segments Covered

  • Product Type
  • Target Age Group
  • Sales Channel
  • Region

Key Companies Profiled

  • GlaxoSmithKline
  • Unilever Plc
  • Johnson & Johnson
  • Church & Dwight Co. Inc.
  • Pigeon Corporation
  • Procter and Gamble Company
  • Lion Corporation
  • Colgate-Palmolive Company
  • Amway
  • Chicco
  • Clinica
  • Oriflame
  • Splat Global
  • Grinnatural, Inc.
  • Anchor Health & Beauty Care Pvt. Ltd.
  • Hawley & Hazel (BVI) Co. Ltd.
Report Coverage
  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics
  • Challenges
  • Strategic Growth Initiatives


Available upon Request

Categorization of Kids Toothbrush Industry Research

  • Product Type:

    • Non-electric
    • Electric
  • Target Age Group:

    • Infants (ages 4 weeks – 1 year)
    • Toddler (ages 12 months – 24 months)
    • Pre-Schooler (ages 2 – 5 years)
    • School Aged Child (ages 6 – 13 years)
  • Sales Channel:

    • Offline Stores
      • Supermarket/Hypermarket
      • Departmental Store
      • Drug Stores and Pharmacies
      • Other Sales Channel
    • Online Stores
      • E-Commerce Platform
      • Company/Brand Website

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The global market for kids’ toothbrushes is estimated to be worth over US$ 2.7 Bn at present.

The industry is forecasted to surpass a valuation of US$ 5.7 Bn by the end of 2031.

From 2016 and 2020, demand for kids’ toothbrushes increased at a 6% CAGR.

Unilever, Colgate-Palmolive, Johnson & Johnson, Church and Dwight Co, Inc., and Procter and Gamble Company account for 35%-40% share of the global market.

Australia, South Korea, India, China, and Brazil are the top countries reflecting consistently high demand.

Europe is a key region and will register 6% CAGR through 2031. Sales of kids’ electric toothbrushes in the U.K. are expected to show good growth. Also, demand for kids’ soft toothbrushes in Spain accounted for US$ 189.2 Mn in 2021.

Germany accounts for 24.6% market share with a market value of US$ 280.4 Mn in 2021. The market will continue to grow due to latest trends of ultra-soft bristles kids’ toothbrushes in Germany, and hence, demand for 4-24 months old kids’ too

Demand for below 2 years old kids’ toothbrushes in Japan is projected to increase at 7.6% CAGR. Alongside, demand for 2-4 years old kids’ toothbrushes is set to rise at 8.9% CAGR over the forecasted period.

Latest trends of kids’ toothbrushes include demand for baby toothbrushes and extra soft bristles toothbrushes from school-aged children, and different styles of 4-8 years old kids’ toothbrushes like kids’ cartoon toothbrushes

Rising consumer preference for advanced oral hygiene products, demand for battery-powered toothbrushes, increasing demand for sustainable products, and innovations in kids’ toothbrushes are major drivers helping the market to grow exponentially.<

Global demand for kids’ soft toothbrushes rose 7.2% in 2020-2021.

The U.S. kids toothbrush market share in 2021 was 88.1% in North America, and the Australian kids toothbrush market share in 2021 was 68.8% in Oceania.

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