Electric toothbrushes are a classic razor-and-blades business: the handle is priced to get you in, and the replacement heads are where you pay for years afterwards. That changes how you should shop. The dearest brush in the shop isn't necessarily the one that cleans best — and it's often not the one that's cheapest to own.
What actually matters
Two features do most of the real work:
- A two-minute timer — ideally with 30-second quadrant pacing — so you brush for the recommended time and cover your whole mouth.
- A pressure sensor that warns you when you're scrubbing too hard. Brushing too aggressively is a common cause of gum recession and enamel wear, and the sensor genuinely helps protect against it.
Get those two and you have 90% of the benefit. Almost everything else is comfort or marketing.
Oscillating vs sonic
The two main types — oscillating-rotating (small round heads that spin/pulse) and sonic (larger heads that vibrate at high speed) — both clean well. There's no single winner for everyone; it comes down to feel and, crucially, the cost and availability of their replacement heads. Try not to get drawn into the "technology" debate when the practical difference for most people is small.
The real cost: replacement heads
This is the number to do before you buy. Heads should be changed roughly every three months, and genuine ones can cost a few pounds each — call it £15–30 a year, sometimes more for premium ranges. Over the life of the brush that can dwarf the handle price.
Work out the yearly head cost before you fall for the handle's discount.
A brush that's £20 cheaper but uses heads that cost twice as much is a worse deal within a year. Cheaper, widely-stocked heads also mean you'll actually replace them on time.
What's mostly marketing
Bluetooth apps, on-screen coaching, a fistful of "modes" (whitening, gum care, sensitive), travel cases and premium finishes are nice-to-haves, not need-to-haves. They're the main reason flagship models cost three or four times the mid-range — and none of them clean your teeth better than a timer, a pressure sensor and good technique.
A mid-range brush with a timer, a pressure sensor and cheap heads
From a major brand, the mid-range model usually beats the flagship on value: the same core cleaning, without paying for an app. Before you buy, check the price and availability of its replacement heads — that's the figure that decides the true cost. Best time to buy: the Black Friday and January windows (see our deals page).
FAQ
Are electric toothbrushes actually better than manual?
For many people they make good technique easier — the timer and pressure sensor help — which tends to improve plaque removal in practice. Good manual brushing still works; the electric just removes some of the guesswork.
Do I have to buy genuine replacement heads?
Third-party heads are cheaper and often fine, but quality varies. Factor it into your head-cost maths and judge fit and bristle quality once you've tried them.
How often should I replace the head?
About every three months, or sooner if the bristles splay. Worn bristles clean poorly — this is the easiest upgrade you can make.