Global Electric Toothbrush Brands of 2026
Share: Oral-B ~32.5%, Sonicare ~28.1%; revenue scopes: P&G Oral Care ~$6.7bn, Philips Oral Healthcare ~$1.3bn.
Main table: current electric-toothbrush brand share
Compiled 2026-08-13. Ranked by Simporter electric-toothbrush brand share (April 2026 snapshot): Oral-B, Philips Sonicare, Colgate, Panasonic, and Waterpik. HPC groups: global HPC; razors: global razors.
| # | Brand | Share | Note |
|---|---|---|---|
| 1 | Oral-B | 32.5% | P&G; oscillating-rotating platform |
| 2 | Philips Sonicare | 28.1% | Philips; sonic platform |
| 3 | Colgate | 9.3% | Includes Hum etc. |
| 4 | Panasonic | 6.7% | Japan; Doltz etc. |
| 5 | Waterpik | 4.5% | Adjacent oral-care / water-flosser brand equity |
Oral-B and Sonicare together about 60%; then Colgate about 9%, Panasonic about 7%, Waterpik about 4.5%.
Main table: oral-care device-related revenue
Closest breakouts in company filings for toothbrushes / oral-care appliances. FX used only for USD ranking: about EUR 1 = USD 1.08.
| # | Scope | Revenue | USD equiv. | Note |
|---|---|---|---|---|
| 1 | P&G · Oral Care | ~$6.68bn | ~6.7 | FY2025; about 8% of net sales excl. Corporate; Crest + Oral-B (paste and power brushes) |
| 2 | Philips · Oral Healthcare | ~€1.212bn | ~1.3 | CY2025; 33% of Personal Health €3.673bn; power brushes / heads led |
| 3 | Church & Dwight · Spinbrush | $53.6m | ~0.05 | CY2025; exit announced; transfer completed by year-end |
Side table: China online / manual brushes / category
| Cut | Figure | Scope |
|---|---|---|
| China online electric toothbrushes | Retail sales ~CNY 5.41bn; −0.1%; units ~22.77m; −10.8% | AVC 2025; online incl. Douyin |
| usmile | CIC: China’s No.1 toothbrush by online sales; adult electric share narrative ~35% | Aug 2025 certification; private; no full public annual revenue |
| Colgate · manual toothbrushes | 32.4% global share | CY2025; manual, not electric |
| Colgate · toothpaste | 41.3% global share | CY2025 |
| P&G · Oral Care growth | Organic sales low-single-digit; premium paste and power brushes lifted mix | FY2025 |
| Philips · Personal Health | €3.673bn; comparable sales +8% | CY2025; Oral 33% / Personal Care 55% / Mother & Child 11% |
How we ranked
Main table one uses Simporter’s April 2026 electric-toothbrush brand shares; main table two uses filing breakouts closest to oral-care devices (P&G Oral Care, Philips Oral Healthcare, Church & Dwight Spinbrush). China online and manual-brush shares sit in the side table. Board defaults to S–D.
| Source | When | Used for |
|---|---|---|
| Simporter · Electric Toothbrush | 2026-04 | Oral-B 32.5% / Sonicare 28.1% / Colgate 9.3% etc. |
| P&G FY2025 / annual report | 2025 | Oral Care ~8%; power-brush commentary |
| Philips FY2025 / 20-F | 2026 | Personal Health €3.673bn; Oral Healthcare 33% |
| Church & Dwight · Spinbrush | 2026 | Spinbrush net sales $53.6m; exit |
| AVC via industry coverage · China online | 2025/2026 | Electric brushes ~CNY 5.41bn online; units −10.8% |
| Colgate FY2025 | 2026-01 | Manual toothbrush global share 32.4% |
Build your own board:
互动体验：拖拽排位《Electric Toothbrushes》
Electric Toothbrushes
Electric Toothbrushes
想打造自己的个性化天梯图并开放给读者嵌入吗？