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, 2025-2032

The global teeth whitening market size was valued at USD 8.52 billion in 2024. It is projected to grow from USD 8.93 billion in 2025 to USD 12.77 billion by 2032, exhibiting a CAGR of 5.24% during the forecast period. Moreover, the teeth whitening market in the U.S. is expected to grow significantly, reaching USD 2.62 billion by 2032. The demand for cosmetic dental solutions and self-care products is driving growth. Asia Pacific dominated the teeth whitening market with a market share of 33.80% in 2024.

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%.

GLOBAL TEETH WHITENING MARKET SNAPSHOT

Market Size & Forecast:

• 2024 Market Size: USD 8.52 billion
• 2025 Market Size: USD 8.93 billion
• 2032 Forecast Market Size: USD 12.77 billion
• CAGR: 5.24% from 2025–2032

Market Share:

• Asia Pacific led with 33.80% market share in 2024, driven by urbanization, Western beauty trends, and government-supported oral health initiatives.
• Whitening toothpaste segment held the largest share at 55.4% in 2024 due to affordability, accessibility, and daily use compatibility.
• Supermarkets/hypermarkets dominated distribution, while pharmacies are expected to lead going forward with expert-backed product recommendations.

Key Country Highlights:

• U.S.: Expected to reach USD 2.62 billion by 2032; strong focus on self-care, tech-driven products, and at-home kits post-COVID boost demand.
• China: Whitening toothpaste holds 55.81% share in 2024; rising cosmetic awareness and urbanization fuel segment expansion.
• India: National Oral Health Programme drives awareness and growth in both rural and urban areas.
• U.K. & Germany: High disposable income, developed dental infrastructure, and strong consumer demand for cosmetic treatments drive growth.
• Brazil & South Africa: Growth supported by dental tourism and increasing interest in affordable whitening products.

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.

• Asia Pacific witnessed teeth whitening market growth from USD 2.76 Billion in 2023 to USD 2.88 Billion in 2024.

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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 toothpaste segment is expected to hold a 55.4% share in 2024.

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.

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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.

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In 2024, Asia Pacific secured the highest share of 33.74% 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.

• In China, the whitening toothpaste segment is estimated to hold a 55.81% market share in 2024.

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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:

• Colgate-Palmolive Company (U.S.)
• Glaxo Smithkline (U.K)
• The Procter & Gamble Company (U.S.)
• Johnson & Johnson Consumer Inc. (U.S.)
• Philips Oral Healthcare, Inc. (U.S.)
• Henry Schein, Inc. (U.S.)
• Unilever (U.K.)
• KöR Whitening (U.S.)
• Opalescence (U.S.)
• Beyond Dental & Health (U.S.)
• Supersmile (U.S.)
• WhiteWash Laboratories (U.K.)
• Dentsply Sirona (U.S.)
• Beaming White (U.S.)
• Dabur (India)

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.

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Report Scope & Segmentation