"Assisting You in Establishing Data Driven Brands"

Teeth Whitening Market Size, Share & Industry Analysis, By Product (Whitening Toothpaste, Whitening Gels & Strips, and Light Teeth Whitening Devices), By Distribution Channel (Supermarkets/Hypermarkets, Pharmacy Stores, Online, and Others), and Regional Forecast, 2024-2032

Last Updated: September 27, 2024 | Format: PDF | Report ID: FBI110349

 

KEY MARKET INSIGHTS

Play Audio Listen to Audio Version

The global teeth whitening market size was valued at USD 8.14 billion in 2023. The market is projected to grow from USD 8.52 billion in 2024 to USD 12.77 billion by 2032, exhibiting a CAGR of 5.18% during the forecast period.


Tooth whitening mainly refers to a cosmetic dental process aimed at alleviating the color of teeth to enhance their appearance. Teeth whitening procedures include products such as whitening toothpaste, strips, gels, and rinses that are available at pharmacies and other retail stores. As the population ages, there has been an aggregating demand for cosmetic procedures to maintain oral health and hygiene. This increases the demand for teeth whitening products. Furthermore, the impact of social media, celebrities, and influencers showcasing their healthy lifestyle encourages people to strive for similar cosmetic enhancements.


The COVID-19 pandemic imposed a mixed impact on the teeth whitening market. Several dental clinics were closed or operated at reduced capacity during lockdowns, leading to a decline in professional tooth whitening services. However, the pandemic also led to a heightened focus on self-care and personal grooming, contributing to the demand for teeth-bleaching products. Therefore, with more time spent at home, consumers turned to at-home teeth whitening kits, boosting the revenue of the market. For instance, as per the data of the British Dental Association's 2020 report titled "Oral Care During Pandemic," sales of at-home kits for dental fillings and crowns in the U.K. surged by nearly 87%.


Teeth Whitening Market Trends


Rising Popularity of Cosmetic Dentistry Services to Surge Market Growth


The growth of cosmetic dentistry practices involves more people having access to professional tooth whitening services. Therefore, the increased availability of professional dental services inspires more patients to consider and undergo whitening treatments, leading to teeth whitening market growth. Besides, as cosmetic dentistry becomes more popular, public awareness of various visual dental treatments, including tooth whitening, increases. This awareness often translates into higher demand for these procedures, surging the demand for whitening products. For instance, as per the data of the American Dental Association, in 2022, there were about 214,700 dental hygienists, along with 363,880 dental assistants, who have been working in the U.S.


Request a Free sample to learn more about this report.


Teeth Whitening Market Growth Factors


Increasing Focus on Oral Hygiene to Drive Market Growth


The growing emphasis of individuals on oral hygiene naturally increases interest in tooth brightening products, adding them to a comprehensive dental care routine. Therefore, a greater focus on oral hygiene increases consciousness about the importance of keeping clean and healthy teeth. This awareness often leads to a desire for whiter teeth, contributing to product demand. Moreover, as individuals adopt regular oral hygiene practices, such as brushing, flossing, and dental check-ups, they become more invested in their oral health. This investment naturally expands the demand for innovative oral care products, including tooth whitening, fostering the market growth in the long run. For instance, in January 2024, Dr. Dento, a specialist in dental care products, introduced a range of oral hygiene products made with natural ingredients to tailor to the budding needs of consumers.


Rapid Technological Innovations in Dental Care Products to Flourish Product Demand


Technological advancements in professional dental treatments have increased the demand for whitening products in recent times. Therefore, developments in whitening agents and ingredients have led to more effective products. Innovations such as higher-quality bleaching agents, LED light-activated gels, and laser treatments provide better and faster results, attracting more consumers. In addition, technological expansions have resulted in more suitable at-home whitening kits that are convenient to use. Thereby, products such as whitening strips, gels, and trays equipped with LED lights assist consumers in accomplishing professional-level results at home. For instance, in February 2024, Philips Oral Healthcare Inc, a global oral health technology company, launched ‘Philips Sonicare Tooth Whitening Kits’ in order to expand its existing tooth whitening products portfolio.


RESTRAINING FACTORS


Sensitivity and Side Effects of Tooth Whitening Products May Hamper Market Growth


Sensitivity issues can lead individuals to use whitening products less frequently or discontinue their usage totally among consumers. Various consumers are cautious about using tooth whitening products due to the fear of experiencing tooth sensitivity and gum irritation. Besides, reports of sensitivity and other side effects can lead to negative reviews of the products, declining the demand for the tooth whitening items. Therefore, concerns about sensitivity and side effects drive consumers to pursue alternative dental products, restricting the market growth of tooth whitening products.


Teeth Whitening Market Segmentation Analysis


By Product Analysis


Affordability and Convenience of Whitening Toothpastes to Boost Segment Growth


On the basis of product, the market has been divided into whitening toothpaste, whitening gels & strips, and light teeth whitening devices.


The whitening toothpaste segment is assessed to lead the market during the study period and held the largest teeth whitening market share in 2023. Whitening toothpastes are generally more affordable than professional whitening treatments or other over-the-counter whitening products. Besides, these kinds of toothpaste are readily available in retail and grocery stores, providing convenience for consumers in maintaining their daily routines. Therefore, this affordability and convenience make them accessible to a broader demographic, fostering segment growth.


The whitening gels & strips segment is also predicted to grow at a significant CAGR during the forecast period. Whitening gels and strips usually contain higher applications of whitening ingredients, including hydrogen peroxide or carbamide peroxide compared to toothpaste. This results in more visible whitening effects.


To know how our report can help streamline your business, Speak to Analyst


By Distribution Channel Analysis


Availability of a Wide Range of Tooth Whitening Products in Supermarkets to Surge Segment Growth


In terms of distribution channels, the market is divided into supermarkets/hypermarkets, pharmacy stores, online, and others.


The supermarkets/hypermarkets segment is slated to account for the largest market share during the projected period. Supermarkets and hypermarkets are widely accessible and conveniently located, making products readily available to a large number of consumers. These retail outlets typically comprise a wide range of products, including toothpaste, gels, strips, and other related items.


The pharmacy stores segment is forecast to dominate the global market over the forecast period. Pharmacy stores specialize in health and beauty products, including dental care and tooth whitening solutions. Besides, these stores generally have pharmacists or trained staff who can provide professional advice and recommendations on products, increasing the segment’s growth.


REGIONAL INSIGHTS


The global teeth whitening market has been classified into Asia Pacific, North America, Europe, South America, and the Middle East & Africa on the basis of geography.


Asia Pacific Teeth Whitening Market Size, 2023 (USD Billion)

To get more information on the regional analysis of this market, Request a Free sample


In 2023, Asia Pacific secured the highest share of 33.84% in the overall market. Urbanization and Western cultural influences have significantly impacted beauty trends and consumer preferences in the region. Western media and celebrities often promote healthy and modern dental care solutions, influencing local perceptions and driving demand for tooth whitening. Moreover, supportive government policies and regulations in some Asian countries promote the growth of the dental care industry, including tooth-whitening. For instance, the Government of India has launched the National Oral Health Programme to deliver integrated, comprehensive oral healthcare within the country’s current healthcare infrastructure. The program aims to improve oral health determinants, reduce morbidity from oral diseases, integrate oral health promotion and preventive services into the general healthcare system, and encourage the promotion of Public-Private Partnerships (PPP) for enhanced oral health outcomes.


To know how our report can help streamline your business, Speak to Analyst


Various countries in Europe have high disposable incomes, enabling consumers to invest in cosmetic dental treatments, including tooth whitening. In addition, Europe boasts a well-developed healthcare infrastructure with numerous dental clinics and practices offering a wide range of dental services. This widespread accessibility to professional whitening treatments and expert dental care is poised to support the region’s market growth in the long run. For instance, according to the National Statistics of the U.K., the household savings rate in the U.K. rose to 11.10% in the first quarter of 2024, up from 10.20% in the fourth quarter of 2023. In addition, personal savings in the country have averaged 7.78% from 1955 to 2024, with a highest of 27.40% in the second quarter of 2020.


North America is at the forefront of dental technology and innovation, offering advanced whitening technologies such as laser treatments, LED lights, and high-concentration bleaching agents. These technologies are readily accessible in dental offices and play a significant role in enhancing the popularity of professional whitening services in the region. For instance, in October 2020, Quip, a U.S.-based oral healthcare company, launched its range of economical oral hygiene products available across the U.S. through Walmart stores.


The tooth whitening market in South America and the Middle East & Africa offers a variety of products to satisfy different consumer preferences and needs. Some countries in those regions have become popular destinations for medical and dental tourism. Tourists from the neighboring areas visit these countries for affordable and high-quality dental treatments, including tooth whitening procedures, stimulating their market growth.


KEY INDUSTRY PLAYERS


Increasing Marketing and Promotional Campaigns by Companies to Expand Product Demand


Effective marketing campaigns raise awareness about dental health and the benefits of tooth whitening, educating consumers about the products and services. This increased awareness prompts consumers to consider tooth whitening as a part of their daily oral care routine. Moreover, tailored marketing and promotional events can target specific consumer segments based on demographics and consumer oral health concerns. This targeted approach enhances campaign effectiveness and drives a higher consumption rate for products. Besides, leveraging digital platforms and social media channels allows dental care brands to reach a broader audience efficiently and cost-effectively, fostering their long-term market sustainability. For instance, Superdrug Stores plc, a U.K.-based health and beauty retailer, launched its new ‘Healthy Smile Campaign’ in the country. The campaign is accompanied by a reduction in the price of its own brand’s (ProCare) products by 20% and also aims to develop the state of the country’s oral health among consumers.


LIST OF TOP TEETH WHITENING COMPANIES:



KEY INDUSTRY DEVELOPMENTS:



  • January 2024 Whites Beaconsfield, a U.K.-based provider of oral care products, launched its innovative whitening toothpaste to cater to the demand of customers with veneers.

  • April 2024 – Spotlight Oral Care, a U.K.-based oral care company, introduced ‘Ultra Tooth Whitening Strips,’ made with active ingredients and clinically proven to whiten teeth without any type of sensitivity.

  • February 2023 Colgate-Palmolive Company, a global oral health brand, launched two new tooth whitening products, ‘the Colgate Optic White-ComfortFit LED Tooth Whitening Kit and Colgate Optic White-Express Tooth Whitening Pen,’ designed to improve their customer's experience in the long run.

  • October 2022 – Colgate-Palmolive Company, a global oral health brand, launched ‘Visible White O2’, formulated with active oxygen technology, and helps in whitening the teeth within three days.

  • January 2022 SmileDirectClub, an American oral care company, launched its ‘Fast-Dissolving Whitening Strips,’ featuring a short wear time of 15 mins for tooth whitening and also suitable for painful sensitivity.


REPORT COVERAGE


The report analyzes the market in-depth and highlights crucial aspects such as prominent companies, product types, sales channels, and application usage areas. Besides this, it provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors that have contributed to the market's growth over recent years.


To gain extensive insights into the market, Request for Customization


Report Scope & Segmentation










































ATTRIBUTE



DETAILS



Study Period



2019-2032



Base Year



2023



Estimated Year



2024



Forecast Period



2024-2032



Historical Period



2019-2022



Growth Rate



CAGR of 5.18% from 2024 to 2032



Unit



Value (USD Billion)



Segmentation



By Product



  • Whitening Toothpaste

  • Whitening Gels & Strips

  • Light Teeth Whitening Devices


By Distribution Channel



  • Supermarkets/Hypermarkets

  • Pharmacy Stores

  • Online

  • Others


By Region



  • North America (By Product, Distribution Channel, and Country)

    • U.S.

    • Canada

    • Mexico



  • Europe (By Product, Distribution Channel, and Country)

    • Germany

    • U.K.

    • France

    • Italy

    • Spain

    • Rest of Europe



  • Asia Pacific (By Product, Distribution Channel, and Country)

    • China

    • India

    • Japan

    • Australia

    • Rest of Asia Pacific



  • South America (By Product, Distribution Channel, and Country)

    • Brazil

    • Argentina

    • Rest of South America



  • Middle East & Africa (By Product, Distribution Channel, and Country)

    • South Africa

    • UAE

    • Rest of the Middle East & Africa








Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 8.52 billion in 2024 and is anticipated to reach USD 12.77 billion by 2032.

The global market value stood at USD 8.14 billion in 2023.

The global market is slated to exhibit a CAGR of 5.18% over the forecast period (2024-2032).

By product, the whitening toothpaste segment is predicted to dominate the market during the forecast period (2024-2032).

The increasing individuals awareness of oral hygiene is likely to drive teeth whitening product demand, augmenting market growth.

Reckitt Benckiser Group, Unilever PLC, the Procter & Gamble Company, and Kimberly-Clark Corporation are the leading players globally.

Asia Pacific dominated the global market in 2023.

Seeking Comprehensive Intelligence on Different Markets?
Get in Touch with Our Experts
Speak to an Expert
  • 2019-2032
  • 2023
  • 2019-2022
  • 200
Multi-report Purchase Plan
    A Customized Plan Will be Created Based on the number of reports you wish to purchase
Consumer Goods Clients
Facebook
SPG
Health Canada
Asahi
Radico
Client Testimonials

“We are quite happy with the methodology you outlined. We really appreciate the time your team has spent on this project, and the efforts of your team to answer our questions.”

- One of the largest & renowned medical research centers based in the U.S. on a report on the U.S. NIPT Market.

“Thanks a million. The report looks great!”

- Feedback from a consultant on a report on the U.S. Beef Market.

“Thanks for the excellent report and the insights regarding the lactose market.”

- Brazil based company specializing in production of protein ingredients.

“I liked the report; would it be possible to send me the PPT version as I want to use a few slides in an internal presentation that I am preparing.”

- Global Digital Services Agency on a report on the Global Luxury Goods Market.

“This report is really well done and we really appreciate it! Again, I may have questions as we dig in deeper. Thanks again for some really good work.”

- U.S.-based biotechnology company focussing on treatment of chronic pain.

“Kudos to your team. Thank you very much for your support and agility to answer our questions.”

- Europe-based provider of solutions to automate data centre operations.

“We appreciate you and your team taking out time to share the report and data file with us, and we are grateful for the flexibility provided to modify the document as per request. This does help us in our business decision making. We would be pleased to work with you again, and hope to continue our business relationship long into the future.”

- India-based manufacturer of industrial and specialty intermediates with a strong global presence.

“I want to first congratulate you on the great work done on the Medical Platforms project. Thank you so much for all your efforts.”

- One of the largest cosmetics company in the world.

“Thank you very much. I really appreciate the work your team has done. I feel very comfortable recommending your services to some of the other startups that I’m working with, and will likely establish a good long partnership with you.”

- U.S. based startup operating in the cultivated meat market.

“We received the below report on the U.S. market from you. We were very satisfied with the report.”

- Global hearing aids manufacturer.

“I just finished my first pass-through of the report. Great work! Thank you!”

- U.S. based solar racking solutions provider.

“Thanks again for the great work on our last partnership. We are ramping up a new project to understand the imaging and imaging service and distribution market in the U.S.”

- World’s leading advisory firm.

“We feel positive about the results. Based on the presented results, we will do strategic review of this new information and might commission a detailed study on some of the modules included in the report after end of the year. Overall we are very satisfied and please pass on the praise to the team. Thank you for the co-operation!”

- Germany based machine construction company.

“Thank you very much for the very good report. I have another requirement on cutting tools, paper crafts and decorative items.”

- Japanese manufacturing company of stationery products.

“We are happy with the professionalism of your in-house research team as well as the quality of your research reports. Looking forward to work together on similar projects”

- One of the Leading Food Companies in Germany

“We appreciate the teamwork and efficiency for such an exhaustive and comprehensive report. The data offered to us was exactly what we were looking for. Thank you!”

- Intuitive Surgical

“I recommend Fortune Business Insights for their honesty and flexibility. Not only that they were very responsive and dealt with all my questions very quickly but they also responded honestly and flexibly to the detailed requests from us in preparing the research report. We value them as a research company worthy of building long-term relationships.”

- Major Food Company in Japan

“Well done Fortune Business Insights! The report covered all the points and was very detailed. Looking forward to work together in the future”

- Ziering Medical

“It has been a delightful experience working with you guys. Thank you Fortune Business Insights for your efforts and prompt response”

- Major Manufacturer of Precision Machine Parts in India

“I had a great experience working with Fortune Business Insights. The report was very accurate and as per my requirements. Very satisfied with the overall report as it has helped me to build strategies for my business”

- Hewlett-Packard

“This is regarding the recent report I bought from Fortune Business insights. Remarkable job and great efforts by your research team. I would also like to thank the back end team for offering a continuous support and stitching together a report that is so comprehensive and exhaustive”

- Global Management Consulting Firm

“Please pass on our sincere thanks to the whole team at Fortune Business Insights. This is a very good piece of work and will be very helpful to us going forward. We know where we will be getting business intelligence from in the future.”

- UK-based Start-up in the Medical Devices Sector

“Thank you for sending the market report and data. It looks quite comprehensive and the data is exactly what I was looking for. I appreciate the timeliness and responsiveness of you and your team.”

- One of the Largest Companies in the Defence Industry
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies . Privacy.
X