Toothbrushes market in Spain

Earlier Report Observations

The Spanish toothbrush market showed considerable volatility in both volume and value from 2018 to 2024. In physical terms, consumption peaked at 186.3 million units in 2023 after recovering from a low of 130.2 million units in 2020, but then fell sharply to 133.2 million units in 2024. The market value followed a different trajectory, rising from 57.3 million USD in 2018 to a high of 85.5 million USD in 2022 before declining to 70.6 million USD by the end of the period.

A notable expansion occurred in 2022, driven by strategic shifts within the industry. The key supplier Sp-Berner relocated its production of basic toothbrushes from China to three plants in Valencia, strengthening domestic manufacturing capacity for major retailer Mercadona and investing over 20 million euros in recycled plastic technology. Concurrently, the market saw increased consumer adoption of premium smart electric toothbrushes, spurred by innovations from Oral-B and other brands featuring digital health capabilities and Bluetooth connectivity, which elevated average prices and shifted sales toward online channels.

Following the 2022 peak, market volume continued to grow slightly in 2023 but then experienced a significant contraction in 2024, with physical consumption dropping by nearly 30% from the previous year. The corresponding decline in market value indicates a reduction in overall demand, particularly for higher-value electric products, marking a substantial correction after the earlier growth phase.

Production toothbrushes in Spain

In value, 2017-2020, K $ US

In 2020, Spain's toothbrush production was valued at 51 413 thousand US dollars, marking a 6.0% decrease from the previous year. Over the period from 2017 to 2020, production grew by 6.8%, which translates to an average annual growth rate of 2.2%. The lowest value was recorded in 2018 at 47 463 thousand US dollars, while the peak occurred in 2019 with 54 669 thousand US dollars. The most significant increase was observed in 2019, when production surged by 15.2%.

Annual dynamics of production in Spain in value, 2017-2020, K $ US

In kind, 2017-2020, K unit

In 2020, Spain produced 82 702 thousand units of toothbrushes, showing a modest increase of 4.6% compared to the year before. From 2017 to 2020, overall production declined by 7%, with a compound annual growth rate of -2.4%. The lowest production volume was in 2019 at 79 037 thousand units, while the highest was in 2018 with 93 253 thousand units. The largest drop occurred in 2019, when production fell by 15.2%, whereas the biggest gain was in 2018 with a 4.9% increase.

Annual dynamics of production in Spain in kind, 2017-2020, K unit

Exports toothbrushes from Spain

Exports in kind, M unit

Spain's toothbrush exports have declined for the third year in a row. In 2020, exports amounted to 40.4 million units, reflecting a gradual decrease of 4.8% from 2019. Over the 2017-2020 period, exports dropped by 12.5%, with an average annual decline rate of 4.4%.

Annual dynamics of product's exports from Spain in kind, 2017-2020, M unit

From 2017 to 2020, Spain's toothbrush exports in volume were distributed across a diverse range of partners. Portugal accounted for 19.1% of exports, the Netherlands for 16.1%, and Chile for 14.4%, together making up 49.6% of total flows. The remaining 50.4% was spread among numerous smaller markets.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Spain in kind, 2017-2020

Exports in value, K $ US

Spain's toothbrush exports have increased for the third consecutive year. In 2020, exports reached 40 165 thousand US dollars, indicating a sharp rise of 29.6% compared to 2019. Over the 2017-2020 period, exports grew by 88.2%, with an average annual growth rate of 23.5%.

Annual dynamics of product's exports from Spain in value, 2017-2020, K $ US

Between 2017 and 2020, Spain's toothbrush exports in value terms were spread across many countries. The Netherlands and Chile each contributed 17.6% of exports, while Portugal accounted for 11.4%, together totaling 46.6% of overall flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Spain in value, 2017-2020

Imports toothbrushes to Spain

Imports in kind, M unit

After two years of growth, Spain's toothbrush imports declined. In 2020, imports were approximately 87.9 million units, showing an 18.2% decrease from the previous year. Over the 2017-2020 period, imports fell by 14.2%, with an average annual decline rate of 5.0%. The highest import volume was recorded in 2019 at 107.5 million units, and the largest increase occurred in 2018 with a 4.2% rise.

Annual dynamics of product's imports to Spain in kind, 2017-2020, M unit

From 2017 to 2020, China and Germany remained the leading sources for Spain's toothbrush imports in volume, together accounting for 82.3% of total flows, while other partners played a supplementary role.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Spain in kind, 2017-2020

Imports in value, K $ US

Following a two-year uptick, Spain's toothbrush imports in value terms declined. In 2020, imports totaled 42 518 thousand US dollars, representing a 3.3% drop from 2019. Over the 2017-2020 period, imports increased by 10.5%, with an average annual growth rate of 3.4%. The peak value was in 2019 at 43 980 thousand US dollars, and the largest increase was also in 2019, with an 8.5% rise.

Annual dynamics of product's imports to Spain in value, 2017-2020, K $ US

Between 2017 and 2020, three main markets—China, Germany, and France—together absorbed 77.6% of Spain's total toothbrush imports in value terms.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Spain in value, 2017-2020