Teeth Whitening Market Analysis and Forecast to 2032: Industry Share & Insights

According to Fortune Business Insights, the global teeth whitening market size was valued at USD 8.14 billion in 2023. The market is expected to expand from USD 8.52 billion in 2024 to USD 12.77 billion by 2032, exhibiting a CAGR of 5.18% over the study period.

Tooth whitening is the cosmetic dental process emphasizing the alleviation of teeth color to improve their appearance. The increasing demand for cosmetic procedures for the maintenance of oral hygiene and health with the aging population is boosting the demand for teeth whitening products.

Competitive Landscape:

Top Players Focus on New Product Releases to Boost Their Position

Deploying social media channels and digital channels enabled dental care brands to reach a wider audience in a cost-effective and efficient way, enhancing long-term market sustainability. Different strategic moves, such as joint ventures, partnerships, and others, are being emphasized by leading players to outshine the competition. Moreover, many companies are focusing on launching new teeth whitening products to strengthen their position.

List of Key Players Mentioned in the Report:

• 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:

Whitening Toothpaste Segment to Lead Driven by Greater Affordability

In terms of product, the market is categorized into whitening gels & strips, light teeth whitening devices, and whitening toothpaste. The whitening toothpaste segment is anticipated to occupy the largest teeth whitening market share during the study period on account of the greater affordability of these products as compared to professional whitening treatments or other over-the-counter whitening products.

Convenient Location of Supermarkets/Hypermarkets to Augment Segment Expansion

With respect to distribution channel, the market is categorized into online, pharmacy stores, supermarkets/hypermarkets, and others. The supermarkets/hypermarkets segment is poised to dominate during the forecast period, which can be credited to the convenient location and wide accessibility of these stores. This offers ready availability of products to a large number of consumers.

On the regional front, the market is divided into Asia Pacific, the Middle East & Africa, North America, South America, and Europe.

Report Coverage:

The research report encompasses the driving and restraining factors affecting the market growth. In addition, it provides a comprehensive coverage of the strategic measures undertaken by top companies to outshine the competition. Some other elements of the report include the COVID-19 pandemic impact, top trends, key segments, and notable industry developments.

Drivers and Restraints:

Increasing Popularity of Cosmetic Dentistry Services to Expedite Market Expansion

The increasing popularity of cosmetic dentistry is boosting the public awareness of different visual dental treatments, such as tooth whitening. This awareness often results in a switch to higher demand for these procedures, which increases the demand for teeth whitening products. For example, the American Dental Association reported nearly 214,700 dental hygienists and 363,880 dental assistants who have been working in the U.S. in 2022.

However, sensitivity problems can result in less or discontinuation in the usage of whitening products among consumers, which may hamper the teeth whitening market growth.

Regional Insights:

Asia Pacific Dominated Propelled by Favorable Government Policies

Asia Pacific teeth whitening products accounted for the highest share in 2023, driven by favorable regulations and policies by the government in some Asian nations. This encourages the expansion of the dental care industry, which includes the tooth-whitening industry. For example, the National Oral Health Programme has been unveiled by the Government of India to offer comprehensive, integrated oral healthcare within the nation’s current healthcare infrastructure.

Europe market growth can be attributed to high disposable incomes in different nations. This allows consumers to make investments in cosmetic dental treatments, such as tooth whitening. The well-established healthcare infrastructure with many dental practices and clinics provides a diverse array of dental services, further contributing to market growth.

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 Key Industry Development:

• 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.