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.
Teeth whitening procedures are inclusive of products, including strips, rinses, gels, and whitening toothpaste that are sold in pharmacies and other retail stores. The quick advancements in technology of dental care products is set to bolster the demand for teeth whitening products, surging market growth. Moreover, advancements in whitening ingredients and agents have resulted in more effective products.
The Teeth Whitening Market witnessed both positive and negative impact of the COVID-19 pandemic. Due to huge amount of time spent at home, consumers switched to at-home teeth whitening kits, increasing market revenue. For example, the British Dental Association's 2020 report named "Oral Care During Pandemic," reported an increase of around 87% in the sales of at-home kits for dental crowns and fillings in the U.K.
Top Company in the Teeth Whitening Market:
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)
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Segmentation:
Ready Availability of Whitening Toothpaste to Propel Segment Expansion
With respect to product, the market is segregated into light teeth whitening devices, whitening gels & strips, and whitening toothpaste. The whitening toothpaste segment is slated to register the largest market share during the forecast period, which can be credited to ready availability of these kinds of toothpaste in grocery and retail stores. It offers convenience for consumers in the maintenance of their daily routines.
Supermarkets/Hypermarkets Segment to Dominate Impelled by Availability of a Diverse Array of Products
On the basis of distribution channel, the market is classified into pharmacy stores, online, supermarkets/hypermarkets, and others. The supermarkets/hypermarkets segment is slated to witness the largest teeth whitening market share during the forecast period on account of the availability of a diverse array of products, such as gels, strips, toothpaste, and other related goods.
From the regional outlook, the market is categorized into the Middle East & Africa, Europe, North America, South America, and Asia Pacific.
Report Coverage:
The strategic moves implemented by leading companies to sustain their industry leadership have been mentioned in the report. Besides this, the report highlights the key factors impacting the market expansion. The report further provides a detailed analysis of the dominating segments, key industry developments, and the impact of the COVID-19 pandemic on the market growth.
Drivers and Restraints:
Rising Emphasis on Oral Hygiene to Proliferate Market Growth
The rising focus of people or oral hygiene naturally boosts interests in tooth brightening products, which makes them involved to a comprehensive dental care routine. Thus, a higher emphasis on oral hygiene surges consciousness of the significance of keeping healthy and clean teeth.
Despite such opportunities, the sensitivity issues and side effects pertaining to tooth whitening products may impede the teeth whitening market growth.
Regional Insights:
Asia Pacific Led Driven by Rising Impact of Urbanization
Asia Pacific secured the highest share of the market in 2023, which can be attributed to increasing impacts of Western culture and urbanization on consumer preferences and beauty trends. Modern and healthy dental care solutions are encouraged by Western celebrities and media, impacting local perceptions and increasing demand for tooth whitening.
The growth of North America teeth whitening market is impelled by ready availability of advanced whitening technologies in dental offices. They also have a vital significant role in improving the popularity of professional whitening services.
Competitive Landscape:
Leading Companies Deploy Product Development Strategies to Outshine the Competition
A wide array of competitive strategies, including partnerships, acquisitions, and capacity expansions are being adopted by top companies to achieve a competitive advantage. Prominent companies are prioritizing the development of innovative teeth whitening products to keep ahead of the competition.
Key Industry Development:
November 2022 – Supersmile, a dental care products firm located in the U.S., announced the release of ‘Superstrips dissolving teeth-whitening strips’ with Calprox, which are developed to whiten teeth within a week. These products are meant for people searching for a teeth whitening solution without sensitivity problems.