Euronics is primarily a consumer-electronics and home-appliance retail group, but oral care gives the company an opportunity to extend its technology-led retail model into personal health and wellness.
The most relevant products are electric toothbrushes, smart toothbrushes, water flossers, replacement heads and children’s oral-care devices.
Euronics International represents 15+ countries and 6,450+ national stores and reported €25.3 billion in turnover in 2024. Its model combines national retail organisations, physical stores and connected online portals.
For Euronics, the opportunity is not simply selling another consumer product. It is about understanding who buys oral-care technology, what they need, where demand is strongest and how competing retailers and brands are capturing those buyers.
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What Euronics is doing in oral care
Euronics’ oral-care assortment is focused primarily on technology-driven products rather than traditional toothpaste and basic oral-hygiene products.
Its country-level retail operations offer products such as:
- Electric toothbrushes
- Sonic toothbrushes
- Oscillating-rotating toothbrushes
- Smart toothbrushes
- Water flossers
- Children’s toothbrushes
- Replacement brush heads
- Premium oral-care bundles
The assortment includes major brands such as Philips Sonicare, Braun Oral-B, Beurer, Panasonic, Foreo, Oclean and Waterpik, depending on the country.
This gives Euronics access to several consumer segments, from first-time electric-toothbrush buyers to premium technology users.
The company’s broader retail strategy is particularly relevant because Euronics combines physical stores with connected online shopping, allowing customers to research products online and then purchase or experience them in stores.
Euronics’ scale gives it an important advantage
Euronics’ international footprint provides a significant distribution base for oral-care technology.
| Sales and revenue indicator | Data |
|---|---|
| Euronics International turnover, 2024 | €25.3 billion |
| Euronics Germany central turnover, FY 2024/25 | €1.313 billion |
| Euronics Germany member companies | 1,000 |
| Euronics Germany locations | 1,100+ |
| Euronics International stores | 6,450+ |
Sources: Euronics International and Euronics Germany.
The scale matters because oral-care technology benefits from product comparison, physical demonstration, online reviews and availability of replacement products.
Euronics can potentially connect all four.
Who are the actual buyers?
The most important step for Euronics is to move beyond treating “oral-care consumers” as one group.
There are several distinct buyer profiles.
First-time electric toothbrush buyers
These consumers are moving from a manual toothbrush to an electric model.
They generally want:
- Simple technology
- Affordable pricing
- Easy operation
- Clear evidence of benefits
- Good battery life
- Trusted brands
- Replacement-head availability
This segment needs education more than advanced features.
Premium and smart-toothbrush buyers
These buyers are more technology-oriented and willing to pay for:
- Multiple cleaning modes
- Pressure sensors
- App connectivity
- Personalized brushing
- Bluetooth
- Smart feedback
- Premium design
They are particularly relevant to Euronics because the retailer already attracts consumers shopping for technology products.
Family buyers
Parents may purchase multiple toothbrushes for adults and children.
Their priorities include:
- Value bundles
- Children’s models
- Replacement heads
- Battery life
- Ease of use
- Different brushing modes
Health-conscious and gum-care buyers
These consumers are more focused on gum sensitivity, brushing pressure and preventive oral hygiene than on technology itself.
They are likely to respond better to clear health-oriented product education than to technical specifications.
Replacement buyers
This is one of the most strategically important groups.
Once consumers purchase an electric toothbrush, they need replacement heads periodically.
That creates a recurring relationship:
Initial toothbrush → Replacement heads → Accessories → Upgrade → Additional family purchases
For Euronics, increasing repeat purchases could be as important as acquiring new toothbrush customers.
Where are the strongest opportunities?
The clearest European opportunity is concentrated in Germany, the UK and France, while Nordic countries show particularly strong penetration and premium adoption.
Available industry data estimates that Germany represents roughly 20–22% of European toothbrush value, with the UK and France each accounting for approximately 13–16%. Together, Germany, the UK, France, Italy and Spain are estimated to represent around 65–70% of European toothbrush demand.
For electric toothbrushes specifically, Germany is repeatedly identified as the leading European country.
A 2024 consumer survey across Germany, Austria, France, Italy and Switzerland found that 43% of German respondents used an electric toothbrush, compared with 38% using a manual toothbrush. In France, by contrast, 63% reported using a manual toothbrush.
Country priorities for Euronics
| Country/region | Indicative position | Buyer opportunity |
|---|---|---|
| Germany | 20–22% of European toothbrush value | Premium electric, smart and technology-led products |
| UK | 13–16% | Online purchasing, connected products and premium models |
| France | 13–16% | Mid-tier products and consumer education |
| Italy | 8–10% | Premium/design-oriented products |
| Spain | 8–10% | Mid-tier adoption and retail expansion |
| Nordics | High per-capita adoption | Premium, smart and replacement models |
These figures are estimates from industry and consumer sources rather than Euronics-specific sales data, so they should be used for strategic prioritisation rather than as Euronics sales shares.
For Euronics, Germany should be a particularly important country to monitor, because it combines strong electric-toothbrush adoption with a substantial Euronics retail footprint.
Euronics Germany itself includes around 1,000 member companies and more than 1,100 locations, with 2024/25 central turnover of €1.313 billion.
What buyers are actually looking for
Consumers are increasingly being offered toothbrushes with more technology, but more features do not automatically mean better conversion.
Buyers want the technology to solve a clear problem.
They want better cleaning
Consumers need simple explanations of how different brushing technologies affect their daily routine.
They want gum protection
Pressure sensors and gentle brushing modes can be important for users concerned about aggressive brushing.
They want convenience
Battery life, travel cases, easy replacement-head availability and simple charging can strongly influence purchase decisions.
Premium buyers want personalization
Smart users increasingly look for:
- App-based tracking
- Brushing feedback
- Personalized recommendations
- Multiple cleaning modes
- Smart pressure monitoring
They want value
A consumer considering a €50 toothbrush versus a €150–€250 model needs to understand what additional benefit they are actually receiving.
This is where Euronics can use its technology-retail expertise to simplify product comparison.
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What competitors are doing
Euronics is competing not only against other electronics retailers but also against specialist oral-care brands and online channels.
MediaMarktSaturn
MediaMarkt has built deep online assortments around electric toothbrushes and enables consumers to compare brands, specifications, ratings, prices and availability.
Its model puts significant emphasis on online product discovery combined with store pickup and physical retail.
This directly overlaps with Euronics’ omnichannel proposition.
Philips Sonicare and Oral-B
The two major oral-care brands are increasingly competing through technology.
Their portfolios span entry-level electric toothbrushes through premium connected products.
Features such as:
- Pressure sensors
- Multiple cleaning programs
- App connectivity
- Personalized brushing
- Replacement indicators
allow retailers to create clear price tiers.
For Euronics, this means the retailer has to sell the reason for choosing a product, not simply display its specifications.
Specialist and emerging brands
Brands such as Oclean, Foreo and other smart oral-care companies are also creating products that compete through design, technology, connectivity and premium positioning.
This can make the category more fragmented and increases the importance of strong product discovery.
What leaders should do next
Prioritize Germany for premium and smart oral care
Leaders should concentrate premium electric toothbrushes, smart devices and technology-led bundles in Germany, where electric-toothbrush adoption is already comparatively strong and Euronics has a substantial physical presence.
The focus should be on premium positioning, product demonstrations, smart features and replacement-head availability, rather than competing only on price.
Build a stronger first-time buyer strategy in France
France presents a different opportunity because manual toothbrush use remains comparatively high.
Leaders should focus on consumer education, entry-level electric toothbrushes and clear demonstrations of product benefits before pushing premium connected products.
Use the UK for digital-first customer acquisition
The UK should receive greater attention around online product discovery, reviews, comparison tools and connected oral-care products.
The objective should be to capture consumers during the research stage and then connect online discovery with purchase and repeat replacement.
Target Nordic buyers with premium products
Nordic consumers can be approached with premium, smart and convenience-led oral-care solutions, including connected toothbrushes, water flossers and replacement programs.
The focus should be on differentiation and experience rather than basic price competition.
Turn every toothbrush sale into a recurring relationship
Leaders should not treat the toothbrush as a one-time transaction.
Euronics can build a customer journey around:
Initial purchase → replacement-head reminder → accessory purchase → upgrade → family purchase
This creates opportunities for repeat revenue and stronger customer retention.
Use AI to simplify product selection
Euronics should continue developing AI-powered product discovery and recommendation tools.
Instead of presenting dozens of specifications, consumers should be guided based on:
- Age
- Oral-care concern
- Budget
- Sensitivity
- Family requirements
- Technology preference
- Travel needs
- Desired connectivity
The goal is to make product recommendation, rather than product comparison, the centre of the buying journey.
Connect online discovery with physical stores
Leaders should use Euronics’ omnichannel infrastructure to create a seamless journey:
Search online → personalized recommendation → check local availability → visit store → purchase → replacement reminder
This is particularly valuable for products where consumers may want to physically see or understand the technology before purchasing.
What Towards Healthcare Research and Consulting can provide
For oral-care brands and other consumer-health companies, Towards Healthcare Research & Consulting can evaluate the category from the perspective of the decisions leaders actually need to make.
We can identify:
Actual buyers
Who is purchasing electric toothbrushes, smart devices, children’s products, water flossers and replacement heads.
Country opportunities
Which countries show stronger adoption, premium purchasing, online buying and retail opportunities.
Competitor strategies
What MediaMarktSaturn, Currys, Fnac Darty and other retailers are doing differently.
Brand strategies
How Oral-B, Philips Sonicare and emerging brands are positioning products and targeting different consumer segments.
Consumer needs
Why buyers choose a particular product, which features influence decisions and what prevents them from upgrading.
Product intelligence
Which features, price levels and product categories are gaining consumer attention.
Channel intelligence
How consumers move between brand websites, marketplaces, online retailers and physical stores.
Strategic consulting
Where Euronics or an oral-care company should invest, which buyer segments to target, which countries to prioritize and how to respond to competitor moves.
The key is to connect:
Company strategy + competitor activity + buyer identification + country opportunity + consumer needs
For Euronics, this means moving beyond the question of “Which toothbrush should we sell?”
The more important questions are:
Who is buying?
Where are they buying?
What do they actually need?
Which brands and retailers are winning them?
What should Euronics change to capture the next buyer?
That is where detailed company, consumer and competitive intelligence can directly support retail strategy.
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