The global teeth whitening products market is anticipated to grow at a CAGR of 5.0% during the forecast period 2024 to 2032. This industry has undergone significant development as the number of individuals opting to enhance dental aesthetics has increased. Developing nations have generated a substantial amount of disposable income, which is the primary reason for the market's expansion. The elderly population, in general, has contributed to the expansion of this industry through age-related tooth problems. A few market growth drivers include the increasing popularity of cosmetic dentistry, the evolution of dental medical tourism, and the introduction of multiple government initiatives for public oral health care.
According to a survey conducted by the American Academy of Cosmetic Dentistry, 93% of patients opted for cosmetic dentistry procedures as a result of positive recommendations from friends and family. In addition, 75% of these individuals opted for the procedure due to the increasing availability of information about cosmetic dentistry online. According to a survey conducted in the UK in 2018, an increasing number of women opt for aesthetic procedures due to motivational factors such as self-esteem, life satisfaction, and self-related physical attractiveness. All of these women shared a common characteristic: they had extensive media exposure. People have opted for cosmetic and restorative procedures such as teeth whitening as a result of these factors, which is likely to propel the market's growth.
Impact of Social Media is Boosting the Market for Teeth Whitening Products
67% of American adults, according to Racounter, have attempted to whiten their teeth in some way, either through dentists and professional whitening techniques or with the help of toothpaste and strips. The FDA-approved concentration of hydrogen peroxide in at-home whitening gels is roughly 3%. Teeth whitening is the most popular dental procedure in the U.S., accounting for 32% of in-office practice. This is due to the fact that 99.7% of Americans consider their smile to be their most valuable social asset. This is why teeth whitening is one of the most requested dental procedures today. The role of social media alone in promoting at-home teeth whitening procedures is crucial. A 2016 survey by a London dental surgery revealed that 84% of respondents felt more pressure to have a perfect smile due to the increase in adults and celebrities seeking orthodontic treatment, as reported by White Dental Beauty. According to a 2019 Forbes article, 5% of influencers who recommend products or services are responsible for 45% of social influence; this will further strengthen the teeth whitening market.
Increasing Disposable Income Drives Global Demand for Teeth Whitening Products Market
Increases in disposable income in a number of nations are driving market expansion. As more people are able to afford these products, a rise in income drives their demand. In addition, consumers are willing to pay for more expensive products and professional teeth-whitening services.
Consumer Demand for Cosmetic Dental Procedures Is Growing
Consumers are increasingly seeking out cosmetic dental procedures, such as teeth whitening, to improve the appearance of their teeth. Additionally, they choose cosmetic dental procedures to preserve their youthful appearance. Teeth whitening is a relatively simple and inexpensive procedure that can help improve the overall appearance of the smile, contributing to a more youthful appearance.
In the United States, for instance, the demand for cosmetic dentistry procedures has increased; the demand for teeth whitening has risen steadily over the past decade. The number of teeth whitening procedures performed in the United States increased by 27% between 2010 and 2019, according to the American Academy of Cosmetic Dentistry. In the coming years, more consumers are anticipated to seek out cosmetic dental procedures to enhance the appearance of their teeth.
Whitening Toothpaste Held the Largest Share
In 2023, whitening toothpaste held the largest market share at 35%. The industry is segmented by product into whitening toothpaste, whitening gels, and strips, light teeth whitening devices, and other products. Whitening toothpaste held the largest market share due to its affordability and the presence of key players such as P&G and Colgate Palmolive. Additionally, active charcoal toothpaste is highly absorbent and effective at removing dental stains. However, whitening toothpaste contains a lower concentration of hydrogen peroxide and therefore only whitens teeth by two shades. Teeth whitening gels and devices are the product segment with the highest rate of growth. Because teeth whitening gels are effective at removing discoloration and produce remarkable results. As light devices accelerate the chemical reactions that remove stains from teeth, the combination of teeth-whitening gel and LED whitening devices is proving effective. Consequently, this segment is experiencing rapid expansion.
As a result of the effective benefits of whitening toothpaste and the increasing number of new product launches, the whitening toothpaste segment is anticipated to experience significant growth over the forecast period.
Offline Distribution Channel Captured over 60% of Market Revenues
In 2023, the offline distribution segment of the teeth whitening market held a 60% revenue share. Products such as whitening toothpaste and strips are primarily sold through offline channels, such as retail stores, and thus hold a significant market share. Offline sales of toothpaste account for 95% of global sales, according to semantics.
However, sales through the online network are growing six times faster and at a tremendous rate. Companies such as Colgate and Procter & Gamble have observed an increase in online sales of whitening products. Globally, Colgate's eCommerce sales grew by 26% in 2019, led by robust growth in North America. In addition, online channels offer a variety of products at reasonable prices. As a result, their popularity is growing. In addition, to strengthen its online channel, Colgate opened its first Online Acceleration center in the United Kingdom in 2019 to create digital content for the company.
North America Remains the Global Leader and APAC is the Growth Leader
North America led the market with a revenue share of approximately 35% in 2023, as a result of technological advancements and an increase in the number of individuals opting for teeth whitening procedures. The region has a high level of oral health awareness, and the number of people opting for cosmetic procedures has increased. The United States is expected to dominate the market for teeth whitening due to the rising popularity of cosmetic dentistry. The adoption of these products is likely to increase over the next few years as dental aesthetics awareness grows. According to data from the United States Census and the Simmons National Consumer Survey (NHCS), 307.17 million Americans used toothpaste in 2020, and this number is projected to rise to 316.03 million by 2024. In a survey conducted by the American Dental Association (ADA) Health Policy Institute, 97% of responding dentists indicated that, in 2020, their offices would only see emergency patients or no patients at all. In addition, the increasing geriatric population and unhealthy food habits, including alcohol, soda, tobacco, junk food, and caffeine consumption, contribute to an increase in tooth discoloration, which may have a positive effect on the growth of the US market. In addition, numerous companies are continuously launching teeth-whitening products, which is also one of the market's driving forces. For instance, in 2020, Crest, a subsidiary of Procter & Gamble, introduced Crest 3DWhitestrips, which fall under the category of at-home teeth whitening. As a result of the aforementioned factors, the market for teeth whitening in North America is anticipated to expand significantly over the forecast period.
Asia-Pacific is projected to experience the highest CAGR over the forecast period. This is primarily due to the increasing disposable income generated in developing nations such as India and China. With such a large population in this region, many individuals are interested in improving their dental health for aesthetic purposes. Moreover, the high prevalence of dental conditions such as periodontitis, which contribute to tooth discoloration, is compelling people to choose teeth whitening procedures and expanding the market share of the industry.
Innovation Remains as the Key to Enhance Market Share
The market is moderately consolidated, with a handful of companies currently dominating the global market. The majority of the market share has been acquired by a handful of market leaders. Colgate-Palmolive, Unilever, Procter & Gamble, and GlaxoSmithKline are some of the market's most dominant companies. These competitors are concentrating on developing innovative products and forming strategic alliances to expand their product portfolios in order to increase their market share. In February 2020, Procter & Gamble Company released a pen-shaped teeth-whitening applicator that removes surface stains from teeth.
In February 2020, P&G introduced two types of Crest Whitening Emulsions: one with a built-in applicator for on-the-go use and another with a whitening wand containing five times more active hydrogen peroxide. It also introduced a pen-shaped teeth-whitening applicator that works to remove surface stains from teeth and contains ingredients such as hydrogen peroxide, sodium hydroxide, and disodium pyrophosphate, which is an anti-tartar agent. The market for teeth whitening is dominated by companies such as Colgate Palmolive, GlaxoSmithKline Plc, Johnson & Johnson, Procter & Gamble, Brodie & Stone, Unilever, and Church & Dwight Co.
Historical & Forecast Period
This study report represents analysis of each segment from 2022 to 2032 considering 2023 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2024 to 2032.
The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
Research Methodology
The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. key data point that enables the estimation of Teeth Whitening Products market are as follows:
Market forecast was performed through proprietary software that analyzes various qualitative and quantitative factors. Growth rate and CAGR were estimated through intensive secondary and primary research. Data triangulation across various data points provides accuracy across various analyzed market segments in the report. Application of both top down and bottom-up approach for validation of market estimation assures logical, methodical and mathematical consistency of the quantitative data.
| ATTRIBUTE | DETAILS |
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| Research Period | 2022-2032 |
| Base Year | 2023 |
| Forecast Period | 2024-2032 |
| Historical Year | 2022 |
| Unit | USD Million |
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Key questions answered in this report
