The Growing Demand for Electric Toothbrushes in Australia Market Trends and Forecast (2025-2034)

The Australia electric toothbrush market size reached USD 60.8 million in 2024. The market is expected to grow at a CAGR of 5.7% between 2025 and 2034, reaching USD 101.3 million by 2034. This growth is fueled by increasing awareness about oral health, advancements in toothbrush technology, and a shift in consumer preference toward electric models for enhanced dental care. As Australians become more focused on maintaining optimal oral hygiene, the demand for electric toothbrushes is set to rise, particularly in both residential and commercial sectors. In this blog post, we’ll delve into the key factors driving the market’s growth, explore its different segments, and discuss the competitive landscape of the Australian electric toothbrush industry.

Market Overview

Electric toothbrushes have become a staple in many households, with consumers increasingly recognizing the benefits of these devices for better plaque removal, gum health, and overall oral hygiene. The Australian market for electric toothbrushes is thriving due to the growing trend of health and wellness, an increasing number of consumers preferring technology-driven products, and an enhanced focus on advanced dental care.

Electric toothbrushes are known for their superior brushing action, which includes oscillating, rotating, or sonic movements to provide a more thorough clean than manual brushing. The advancements in battery technology, improved brush designs, and the incorporation of smart features like pressure sensors and timers are also helping to fuel this shift towards electric toothbrushes.

Market Segmentation by Product Type

Battery Operated

Battery-operated electric toothbrushes are among the most affordable options available on the market. These toothbrushes typically use disposable batteries that power the rotating or oscillating movement of the brush head. While they might not offer all the advanced features seen in rechargeable models, battery-operated toothbrushes are still popular due to their convenience, ease of use, and portability. They are often preferred by consumers who are looking for a no-fuss, low-maintenance solution to their oral care routine.

The battery-operated electric toothbrush segment has been growing steadily in Australia, especially among consumers who need an affordable entry point into the electric toothbrush market. However, as rechargeable toothbrushes continue to dominate the higher-end segments, the battery-operated models are expected to hold a stable, niche position in the market.

Rechargeable

Rechargeable electric toothbrushes offer several advantages over their battery-operated counterparts. These models come with a built-in rechargeable battery, making them more cost-effective in the long run as consumers no longer need to buy disposable batteries. Rechargeable models also often offer a range of additional features such as timers, pressure sensors, and multiple brushing modes, which further enhance their appeal.

The rechargeable electric toothbrush segment is growing rapidly in Australia, fueled by consumers' increasing interest in premium products that provide added convenience and performance. The demand for rechargeable models is particularly strong among tech-savvy consumers and those looking for more personalized oral care routines.

Market Segmentation by Bristle Type

Soft Bristles

Soft-bristled electric toothbrushes are often recommended by dentists because they are gentle on the gums and effective in cleaning teeth without causing irritation. These brushes are ideal for individuals with sensitive teeth, gums, or conditions like gingivitis. The increasing focus on gentle oral care has contributed to the rising demand for soft-bristled electric toothbrushes in Australia.

Consumers are becoming more conscious of their oral health needs, particularly those with sensitive teeth or gum problems. As a result, electric toothbrushes with soft bristles are expected to capture a significant share of the market, with more brands introducing models catering to this demand.

Nanometer Bristles

Nanometer bristles, a recent advancement in toothbrush technology, have become a popular choice for consumers looking for enhanced plaque removal and improved brushing efficiency. The tiny, flexible bristles are designed to reach deeper into the grooves of teeth and gums, providing a more thorough clean than regular bristles.

In Australia, the demand for electric toothbrushes with nanometer bristles is expected to rise as consumers continue to prioritize superior brushing performance and better dental health. These models are seen as premium products and are marketed toward individuals looking for cutting-edge technology and advanced cleaning capabilities.

Market Segmentation by Head Movement

Rotation/Oscillations

Rotation and oscillation technology is one of the most common types of movement found in electric toothbrushes. These brushes rotate in a circular motion while oscillating back and forth to remove plaque more effectively than manual brushing. The rotating or oscillating action of the brush head helps loosen plaque and debris, ensuring a deeper clean.

This head movement technology is popular in the Australian market, especially for consumers seeking an affordable, efficient option to improve their brushing habits. The segment is expected to maintain strong growth, particularly as more affordable models offering this technology enter the market.

Sonic/Side-by-Side

Sonic toothbrushes, which use high-frequency vibrations to clean teeth, are gaining popularity due to their ability to offer a more powerful brushing experience. The side-by-side movement in these brushes allows for better plaque removal and enhanced gum stimulation. Sonic toothbrushes are typically considered more advanced than rotating/oscillating models and are favored by those who prioritize high-tech solutions.

The sonic/side-by-side head movement technology segment is expected to witness significant growth in the Australian market. As consumers increasingly embrace higher-end toothbrush models, sonic toothbrushes are projected to become a key player in the market, especially among health-conscious individuals and those seeking premium dental care solutions.

Market Segmentation by End-Use

Kids

The market for kids' electric toothbrushes in Australia is growing as more parents prioritize the oral health of their children from an early age. Electric toothbrushes for children typically feature fun designs, soft bristles, and gentle brushing modes that appeal to younger users. With dental experts recommending electric toothbrushes for children to encourage better brushing habits, this segment is expected to experience continued growth.

Manufacturers are developing kid-friendly toothbrushes with interactive features, such as built-in timers and musical elements, to make brushing a fun and engaging activity for children. This trend is expected to drive the demand for electric toothbrushes specifically designed for kids in the Australian market.

Adults

The adult segment is the largest market for electric toothbrushes in Australia, driven by an increasing focus on advanced oral care. Adults are seeking toothbrushes that offer superior cleaning performance, advanced features such as timers, pressure sensors, and custom brushing modes. Additionally, many adults are willing to invest in premium models that promise long-term benefits, such as better gum health and reduced plaque buildup.

As consumer awareness about dental hygiene and the benefits of electric toothbrushes grows, the adult segment will continue to dominate the market. Innovations in technology and design will likely lead to the introduction of even more sophisticated models aimed at the adult demographic.

Market Segmentation by Distribution Channel

Offline

Despite the growth of e-commerce, offline retail channels remain an important part of the Australian electric toothbrush market. Physical stores such as supermarkets, pharmacies, and electronic outlets provide customers with the opportunity to see and test the products before purchasing. Additionally, dental clinics are also important offline touchpoints where consumers can purchase recommended electric toothbrush models.

The offline segment is likely to maintain a strong presence, especially in regions where consumers prefer in-person shopping and advice from health professionals.

Online

The online distribution channel is growing rapidly in the Australian market, driven by the rise of e-commerce platforms and the convenience of shopping from home. Major online retailers, including Amazon, eBay, and brand websites, offer a wide range of electric toothbrushes, often with customer reviews and competitive pricing. Online shopping allows consumers to compare models, read user experiences, and take advantage of discounts, making it a preferred choice for many.

The online market is expected to continue its upward trajectory, with e-commerce platforms becoming increasingly important in driving sales, especially for premium and niche models.

Regional Analysis

The electric toothbrush market in Australia is predominantly concentrated in major metropolitan areas, such as Sydney, Melbourne, and Brisbane, where consumer awareness and demand for advanced oral care products are higher. Urban areas, with their larger populations and higher disposable incomes, are key drivers of market growth. Rural areas are also seeing growth, albeit at a slower pace, as e-commerce offers greater accessibility to electric toothbrushes.