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Moreover, technology innovation that reduces the time of brushing and internet connectivity that teaches how to brush the teeth are to provide opportunities in this market.
The market can be segmented on the basis of type of action and speed of their movements. On the basis of type of action, the toothbrush market can be categorized into vibration and rotation-oscillation motion. On the basis of speed of their movements, electronic toothbrushes are classified into sonic and ultrasonic toothbrushes. Certain toothbrushes have both ultrasonic and sonic movements.
Western Europe dominates the market currently led by France, Italy and Germany owing to the factors such as high disposable incomes of consumers, advanced technology and premium dental care. Market growth in emerging countries such as India, Brazil, Indonesia and Vietnam remain insignificant on account of increasing sales of affordable manual toothbrushes. The UK market is to witness a significant growth over the forecast period on account of gradual shifting of consumers towards the idea of more effective toothbrushes to maintain dental hygiene.
Key players in this market are Koninklijke Philips N. V., Procter & Gamble, Kolibree, Colgate-Palmolive Company, Panasonic Corporation, Water Pik Inc., Church & Dwight Co., Inc., Conair Corporation, Mouth Watchers, Omron Healthcare, Inc. and Summer Infant. These companies are coming up with innovative technologies in their toothbrushes to increase their market share.
In June 2016, Koninklijke Philips N. V. launched the smart electric toothbrush called Philips Sonicare Flexcare Platinum that can record the brushstrokes and the speed and force of brushing. This data can be then sent to smartfone via Bluetooth that allows seeing the effect of brushing in real time.
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