Market Scenario 

United States toilet brush market was valued at US$ 500.1 million in 2023 and is projected to attain a market valuation of US$ 802.1 million by 2032 at a CAGR of 5.39% during the forecast period 2024–2032.

The United States toilet brush market is experiencing robust growth, and its dynamics are shaped by a range of factors including consumer preferences, technological advancements, and industry competition. In addition to this, recent developments in the toilet brush market reflect changing consumer behavior and technological advancements. For instance, silicone toilet brushes, which boast antimicrobial properties and easy-to-clean features, are gaining popularity, accounting for around 31.4% of market sales in 2023. Likewise, disposable toilet brushes have witnessed a surge in demand, growing at a CAGR of 4.8% since 2019, as consumers prioritize convenience and hygiene. With the global emphasis on sanitation following the COVID-19 pandemic, demand for cleaning products has skyrocketed. In the U.S., sales of toilet brushes spiked by 15% in the first quarter of 2020. Another contributing factor is the growing trend towards single-use and disposable products, which is influencing consumer purchasing decisions. However, there has also been a parallel increase in demand for eco-friendly products, with nearly 40% of consumers surveyed expressing a preference for sustainable alternatives.

End-user behavior is also impacting the toilet brush market. Our study shows that consumers in the U.S. replace their toilet brushes, on average, every six months. Moreover, a 2021 survey found that around 60% of U.S. households have more than one toilet, leading to an increased need for toilet brushes. The trend towards premium and innovative products is also evident. Moreover, it is noted that 25% of consumers are willing to pay a premium for high-quality toilet brushes with advanced features. Government regulations also play a significant role in the market. The EPA and FDA have implemented stringent rules governing the production and labeling of cleaning products, including toilet brushes. This has led to a shift towards sustainable and eco-friendly alternatives, with several manufacturers, like OXO and Clorox, launching environmentally friendly toilet brushes.

Therefore, the U.S. toilet brush market offers numerous opportunities to the players active in the market. The rise of e-commerce has provided manufacturers with new avenues for expansion. Online sales of toilet brushes have increased by 20% in 2023, with a forecasted growth rate of 10% annually. Additionally, the growing demand for sustainable and eco-friendly products presents an opportunity for manufacturers to innovate and tap into a burgeoning market segment.

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Market Dynamics 

Driver: Changing Demographics and Housing Trends

In the United States, the number of single-person households has increased steadily over the last decade. According to the U.S. Census Bureau, single-person households accounted for approximately 28% of all households in 2019. As of 2023, this figure has reached 30%. This trend is particularly pronounced in urban areas, where high housing costs and a focus on individualistic lifestyles have led to an increase in the number of single-person households. This shift in demographics has a direct impact on the toilet brush market, as single-person households typically have fewer bathrooms compared to larger, multi-person households. The increasing number of single-person households results in higher frequency of bathroom usage per person, which in turn leads to more frequent cleaning needs. With more regular cleaning, the need for effective and efficient toilet cleaning tools, including toilet brushes, becomes more pronounced. In addition, the growing number of single-person households is often associated with a preference for compact and easy-to-store cleaning tools, further driving the demand for innovative toilet brushes that cater to this specific consumer segment.

There has also been a noticeable trend towards smaller living spaces, especially in densely populated urban areas. The National Association of Home Builders reports that the average size of new single-family homes has been declining in recent years, with a shift towards smaller, more efficient housing units. Smaller living spaces mean that residents have less storage space for cleaning tools, leading to a preference for compact and multifunctional products. As a result, toilet brush manufacturers are focusing on creating space-saving designs that can be easily stored in small bathrooms without taking up too much space. In line with this, toilet brush manufacturers have been quick to respond to these changing demographics and housing trends. For example, there has been an increase in the number of toilet brushes with slim designs, retractable handles, and wall-mounted storage options. These products are specifically designed to cater to the needs of single-person households and those living in small spaces. By addressing the specific needs of this growing consumer segment, toilet brush manufacturers are capitalizing on a significant driver in the US toilet brush market.

Trend: Rise of Subscription-based E-commerce Models

A significant trend in the US toilet brush market is the increasing popularity of subscription-based e-commerce models. Subscription services have become a popular way for consumers to automate the purchase of everyday essentials, including cleaning products like toilet brushes. These services offer convenience, as they eliminate the need for consumers to remember to reorder products regularly. By subscribing to a service, consumers can receive new toilet brushes and replacement heads at regular intervals, ensuring that they always have a fresh and effective cleaning tool on hand. The rise of subscription-based e-commerce models is largely driven by the increasing reliance on online shopping and the desire for hassle-free shopping experiences. According to a 2021 survey by the National Retail Federation, 77% of US consumers had shopped online in the past month. As of 2023, this figure has risen to 80%. The convenience of online shopping, coupled with the availability of subscription services, has led to a growing number of consumers opting for subscription-based models for their cleaning products.

To meet the consumers’ demand, several toilet brush manufacturers and e-commerce platforms in the US toilet brush market have introduced subscription services to cater to this trend. For example, companies like Amazon and Walmart offer subscription options for a wide range of cleaning products, including toilet brushes. By subscribing, consumers can set their preferred delivery frequency, and the products are automatically shipped to their doorstep at the specified intervals. This not only provides convenience to consumers but also helps manufacturers and retailers build customer loyalty and ensure repeat sales.

The rise of subscription-based e-commerce models has implications for the toilet brush market in terms of product design and packaging. Toilet brushes sold through subscription services are often designed with easy-to-replace heads, allowing consumers to switch out the old brush head for a new one without having to replace the entire brush. This reduces waste and ensures that consumers always have a fresh and effective cleaning tool. 

Challenge: Balancing Consumer Demand for Convenience and Environmental Sustainability

A major challenge facing the U.S. toilet brush market is the tension between consumer demand for convenience and the increasing emphasis on environmental sustainability. On one hand, consumers are seeking products that offer convenience, such as disposable or single-use toilet brushes, which can be discarded after use without the need for cleaning or maintenance. However, these products typically generate more waste compared to reusable toilet brushes, raising concerns about their environmental impact. As a result, the challenge lies in the fact that disposable toilet brushes are often made of non-biodegradable materials like plastic, which can take hundreds of years to decompose in landfills. This has led to criticism from environmentalists and advocacy groups, who argue that the increased use of disposable toilet brushes is contributing to plastic pollution and environmental degradation. This leads into toilet brush manufacturers face a dilemma: how to balance consumer demand for convenience with the need for environmentally sustainable products.

In response to this challenge, some manufacturers in the toilet brush market have started to develop eco-friendly alternatives to disposable toilet brushes. For example, there are now toilet brushes made from biodegradable materials or brushes with replaceable heads that reduce waste. However, these products often come at a higher cost, making them less appealing to price-sensitive consumers.

Segmental Analysis 

By Brush Type:

The U.S. toilet brush market is segmented by brush type, with silicone brushes dominating the market. In 2023, silicone brushes accounted for over 31.4% of the market share. Their growing popularity can be attributed to their durability, effectiveness in cleaning, and resistance to bacterial growth compared to traditional bristles. As of 2023, the silicone brush segment is projected to continue its upward trajectory, growing at a healthy Compound Annual Growth Rate (CAGR) of 5.58% during the forecast period. This growth is supported by the consumer's increasing awareness of hygiene and the demand for efficient cleaning tools. Moreover, silicone brushes are less likely to scratch toilet surfaces, enhancing their appeal. 

By Handle Type:

The U.S. toilet brush market is also segmented by handle type, with stainless steel handles dominating the market. In 2023, the stainless-steel handle segment held over 45.9% revenue share, driven by their durability, aesthetic appeal, and resistance to rust and corrosion. The stainless-steel handle market is projected to maintain its dominant position in the years to come. With the growing preference for sleek and modern bathroom accessories, stainless steel handles have become a popular choice among consumers, leading to increased sales and revenue. As the largest segment in the market, stainless steel handles are projected to account for an estimated 46.6% of total market revenue by 2030. Other handle types, such as plastic, rubber and wooden handles together make up the remaining 53.4% of the market. Plastic handles, being the second most popular type, account for one fourths of the market share, mainly due to their affordability. However, they are less durable and less environmentally friendly compared to stainless steel and wooden handles. In contrast, wooden handles represent a smaller market share, but they are preferred by consumers seeking eco-friendly and aesthetically pleasing options.

By End Users:

The U.S. toilet brush market is segmented by end users, with the household segment leading the market. In 2023, the household segment captured over 49% of the market share, driven by the increasing demand for effective cleaning tools for maintaining hygiene and cleanliness at home. The segment's growth is further fueled by the rising number of single-person households, smaller living spaces, and the increasing focus on individualistic lifestyles, which have led to an uptick in the frequency of bathroom usage and cleaning. The household segment is expected to maintain its momentum and dominance until the end of the forecast period. By 2030, the household segment's market share is projected to increase to 49.8% due to changing demographics, housing trends, and a heightened awareness of hygiene following the COVID-19 pandemic. 

The commercial segment of the US toilet brush market, which includes hotels, offices, and public restrooms, accounts for the remaining market share. This segment's growth is expected to remain steady due to the increasing need for regular cleaning and maintenance in commercial spaces, particularly with the return to offices post-pandemic. The commercial segment is anticipated to account for the second largest market share by the end of the forecast period, driven by the growing demand for high-quality and efficient cleaning tools for maintaining a clean and hygienic environment for employees, customers, and visitors.

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By Sales Channel:

The U.S. toilet brush market is also segmented by sales channel, with the offline segment dominating the market. In 2023, the offline segment accounted for over 78% of the total revenue generation. The segment's dominance is primarily attributed to the convenience of in-store shopping, allowing consumers to physically examine products, compare options, and make instant purchases. Moreover, offline stores often provide immediate access to products without the need for shipping and delivery. However, the segment is rapidly losing market share to its online counterparts as more consumers in the U.S. are shifting to online platforms for buying their household needs. E-commerce platforms offer a wide range of products, competitive pricing, and convenient home delivery, which appeal to consumers seeking a hassle-free shopping experience. As a result, the offline segment of the US toilet brush market is expected to shed a significant market share in the years to come. The online segment's market share is projected to increase from 22% in 2023 to 35% by the end of the forecast period. 

The increasing adoption of e-commerce, coupled with the convenience of subscription-based services for automated purchases and deliveries, is driving this shift. Online retailers are expected to continue gaining market share as more consumers turn to e-commerce for their household needs. Manufacturers and retailers that adapt to this trend by optimizing their online presence and offering a seamless online shopping experience will be well-positioned to capitalize on the growing demand for online purchases.

Top Players in the US Toilet Brush Market 

• Addis Brush Company
• Brabantia
• Gala Brush
• Home Basics
• LYSOL
• mDesign
• OXO (Mr. Clean)
• Rubbermaid
• SiegeClean
• Simplehuman
• ToiletTree
• Other Prominent Players

Market Segmentation Overview:

By Brush Type

• Silicone
• Natural
• Mop Style
• Disposable
• Electric
• Scrub Brush
• Others

By Handle Type

• Plastic handle
• Stainless steel handle
• Anti slip grip
• Others

By Material

• Plastic
• Rubber
• Others

By End User

• Household
• Commercial
• Others

By Sales Channel

• Offline
• Online