Irrigators

Chronicle

2025

Sales of oral health irrigators in Russia grew by 12.3% over the year to reach ₽6,64 billion

Retail sales of irrigators in Russia in 2025 reached ₽6,64 billion - 12.3% more than in 2024. In physical terms, the market grew by 15.9%, exceeding the mark of 2.99 million units. Such data are contained in a study by the analytical company RNC Pharma, published on March 5, 2026.

Marketplaces remain the main sales channel: they account for over 81% of the money volume of the market. Online sales in 2025 added 19% in packages and 17% in monetary terms. Classic retail, on the contrary, is losing ground: its sales decreased by 4% at the same time in physical and monetary terms. The most noticeable drop was recorded in the pharmacy channel - minus 20% in pieces. The FMCG segment turned out to be more stable: its natural sales grew slightly - by 1.6%.

The market is characterized by pronounced seasonality. After the summer decline, demand begins to recover from October and reaches a maximum in December - including under the influence of New Year's discounts and marketing activity of manufacturers. In December 2025, 425 thousand units were sold in the amount of over ₽939 million. For comparison: in November of the same year, sales amounted to about 279 thousand units per ₽559 million. An additional peak is recorded in March - in 2025, 264 thousand packages for ₽636 million were sold this month. Analysts attribute the March surge to the fact that irrigators have become a popular gift - demand is growing during periods traditionally associated with holidays.

In 2025, 170 brands from 71 companies were present on the Russian market. Over the year, the market was replenished with another 30 brands - almost all of them of Chinese origin. It is significant that about 20% of the volume in monetary terms falls on unbranded products, and in physical terms its share is approaching 38%.^[1]

Sales of mouth irrigators for the year exceeded $1 billion

In 2025, the global oral irrigation market reached $1.08 billion. Almost 40% of this amount fell on the North American region. Such data are contained in a study by Fortune Business Insights, the results of which were released on March 4, 2026.

The irrigator is a highly effective oral hygiene device that allows deep cleaning of hard-to-reach areas with a pulsating jet of water. The device helps to remove bacterial plaque from the tongue and teeth, which eliminates bad breath. Water under pressure penetrates into areas where it is impossible to reach with a toothbrush: this makes it possible to remove food residues from the interdental spaces and gingival pockets. The irrigator allows you to qualitatively clean braces, bridges and other dental structures without damaging them.

One of the drivers of the market is the increase in the number of patients with oral diseases. According to the World Health Organization (WHO), almost 3.7 billion people suffer from such ailments on a global scale, and over 30 years the figure has increased by about 1 billion. As urbanization increases and living conditions change, the prevalence of major oral diseases in the world continues to increase. Against this background, the number of dental and orthodontic procedures is increasing. Moreover, doctors are increasingly recommending irrigators to their patients with dental implants, crowns, etc. In addition, such devices are purchased for postoperative care.

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Фото: iStock

Increasing awareness of oral health is having a stimulating effect on the industry. Regular use of an irrigator reduces the risk of tooth decay, gum inflammation (gingivitis) and calculus formation. A pulsating jet of water improves blood circulation in the gums, strengthening them and preventing bleeding.

Another positive factor is technological progress. Manufacturers are constantly improving the performance of irrigators, making the devices more compact and efficient. Customers are offered battery models with extended battery life, solutions with a variety of attachments (for tongue, braces), etc. Dentists actively promote irrigators as a mandatory hygiene product, which also contributes to increased sales.

Growing awareness of oral health, increasing prevalence of periodontal disease, and increasing consumer interest in advanced dental care solutions are driving demand for irrigators, the study authors note.

In 2025, wireless irrigators accounted for 43.35% of sales in monetary terms. Mid-range devices are in high demand. Geographically, North America showed the greatest result - about 39%, or $0.42 billion. The contribution of Europe is estimated at $0.29 billion, the Asia-Pacific region - at $0.27 billion. Major industry players on a global scale are:

• Church & Dwight;
• Koninklijke Philips N.V.;
• Panasonic Holdings;
• The Procter & Gamble Company;
• Conair;
• Oratec;
• Jetpik Global;
• Candeon Technologies;
• Shenzhen Risun Technology;
• H2Ofloss Technology.

In 2026, the volume of the market in question is expected to reach $1.17 billion. At the same time, North America will have $0.45 billion. Fortune Business Insights analysts forecast a compound percentage CAGR of 5.75% going forward. Thus, by 2034, costs may increase to $1.82 billion.^[2]

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