Teeth Whitening Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Teeth Whitening Market is segmented by Product (Whitening Toothpaste, Whitening Gels and Strips, White Light Teeth Whitening Devices, and Other Products), Distribution Channel (Offline Sales and Online Sales), and Geography (North America, Europe, Asia-Pacific, Middle-East and Africa, and South America). The report offers the value (in USD million) for the above segments.

Market Snapshot

Teeth Whitening Market Overview
Study Period: 2018-2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 4.95 %

Need a report that reflects how COVID-19 has impacted this market and its growth?

Market Overview

The global teeth whitening market was valued at USD 6,140.75 million in 2020, and it is estimated to reach a revenue of USD 8,207.2 million in 2026, with an expected CAGR of 4.95% over the forecast period.

The COVID-19 pandemic has turned a spotlight on the increased focus on personal hygiene and home-based dental aesthetics. Dental surgeons, along with paramedics, nurses, and other healthcare staff, are at the greatest risk of contracting and transmitting COVID-19. Since the past few months, dental clinics across the world have been shut down. The pandemic has changed the way the global population has been accessing health care, and dental care is no exception. As social distancing continues around the world, people are unable to visit their local dentist for routine or cosmetic dental procedures, and hence, the demand for home-based teeth whitening solutions to stained and discolored teeth continues to grow. Additionally, the availability of a wide range of products on over the counter and online platforms, such as toothpaste, films, and gels, has increased their adoption and positively impacted the market growth during the pandemic. Also, as per the research article published in British Dental Journal 2020, good oral hygiene is considered to be the best way to avoid airway infections in patients, especially among COVID-19 patients and the study suggested that the connection between oral microbiome, and the COVID-19 complications should be further studied, as most of the comorbidities related to increased risk of complications in COVID-19 is also associated with oral biofilms and periodontal disease. Thus, because of the aforementioned factors, the studied market is expected to be significantly impacted during the pandemic.

The major factors responsible for the growth of the teeth whitening market include the rising awareness about oral hygiene, easy availability of teeth whitening OTC products, and stigma associated with discoloration of teeth.

Moreover, increasing concerns with the dental aesthetics are gaining more popularity in modern society and have caused an increased demand for dental aesthetic treatments. Young people are influenced more than the middle or older aged groups by media, and as a consequence, their aesthetic awareness is increased, influencing their satisfaction.

Tooth whitening was found to be the most desired treatment by the participants; similarly, studies on female patients in London and Malaysia showed that tooth whitening was much preferred over natural-colored teeth among female patients in Malaysia and London. Toothpaste consumption is expected to increase, with more consumers looking for an advanced and targeted solution for dental care.

Some of the teeth whitening products are available over the counter. Also, in October 2019, Colgate-Palmolive launched its innovative new at-home whitening system called The Colgate Optic White Advanced LED Whitening Treatment. Thus, the increasing awareness about oral hygiene and product launches are expected to propel the overall demand for teeth whitening products, resulting in the high growth of the market, over the forecast period.

Scope of the Report

As per the scope of the report, teeth whitening is the procedure of bleaching teeth to make them whiter and more presentable. The demand for teeth whitening around the world gained popularity in recent years. Teeth whitening products are simple, non-invasive treatments that effectively change the color of the tooth enamel. It has become virtually hassle-free for anyone looking to whiten their teeth with a variety of products out in today's market. The teeth whitening market is segmented by product, distribution channel, and geography. By product, the market is segmented into whitening toothpaste, whitening gels and strips, white light teeth whitening devices, and other products. By distribution channel, the market is segmented into offline sales and online sales. By geography, the market is segmented into North America, Europe, Asia-Pacific, Middle-East and Africa, and South America. The report offers the value (in USD million) for the above segments.

Product Type
Whitening Toothpaste
Whitening Gels and Strips
White Light Teeth Whitening Device
Other Products
Distribution Channel
Offline Sales
Online Sales
North America
United States
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
Middle-East and Africa
South Africa
Rest of Middle-East and Africa
South America
Rest of South America

Report scope can be customized per your requirements. Click here.

Key Market Trends

The Whitening Toothpaste Segment is Expected to Account for the Largest Market Share Over the Forecast Period

The toothpaste contains coarse abrasives that function by abrading the stains on the tooth surface, giving a whitening effect. The whitening toothpaste is in huge demand, due to its quick result and affordable price. Rising adoption to teeth whitening importance among the population is also helping to contribute toward the growth of the market. Improvements in product efficacy achieved through advancements in technology are enabling premium brands to effectively compete by offering superior product features and therapeutic benefits.

For instance, in April 2020, Oralgen NuPearl launched its new Oralgen Probiotic Oral Care Whitening Toothpaste, clinically proven to balance healthy bacteria in the mouth and to smile bright with a gentler, fluoride-free formula.

Also, in February 2020, Wellness, a personal care product manufacturing company, launched its new all-natural whitening toothpaste, which is glycerin- and fluoride-free and contains calcium carbonate, peppermint, stevia leaf, and green tea leaf extract.

Thus, because of the efficient advantages of whitening toothpaste and increasing product launches, the whitening toothpaste segment is expected to witness considerable growth over the forecast period.

Teeth Whitening Market  Trends

North America has been Dominant in the Teeth Whitening Market and is Expected to Continue the Same Over the Forecast Period

North America is found to hold a major share in the teeth whitening market and is expected to show a similar trend over the forecast period, without significant fluctuations. The United States is anticipated to dominate the teeth whitening market, owing to the growing inclination toward cosmetic dentistry. High adoption of these products is likely to increase in the coming years, due to increasing awareness of dental aesthetics.

Furthermore, according to the US Census Data and Simmons National Consumer Survey (NHCS), 306.19 million Americans used toothpaste in 2019, and it is expected to increase to 314.24 million in 2023. As per the Center for Disease Control and Prevention, CDC, 64.9% of adults aged 18 years and over were reported with a dental visit in 2019. Also, with the increasing geriatric population and unhealthy food habits, accompanied by liquor, soda, tobacco, junk food, and caffeine consumption, the prevalence of discoloration of teeth increases, which may positively impact the market growth in the United States. Moreover, several companies are continuously launching products associated with teeth whitening, which is also one of the driving factors for the market. For example, in 2020, Crest, the subsidiary of Procter & Gamble, launched Crest 3DWhitestrips that fall under the home teeth white whitening category. Thus, because of the aforementioned factors, the teeth whitening market is expected to grow tremendously in North America over the forecast period.

Teeth Whitening Market Growth

Competitive Landscape

The market studied is moderately consolidated, with a few companies currently dominating the market globally. Some of the major market players have acquired the maximum market share. Some of the key players dominating the market are Colgate-Palmolive, Unilever, Proctor & Gamble, and GlaxoSmithKline. These players are focusing on the development of innovative products to increase their market shares along with strategic alliances to expand their product portfolio. In February 2020, Procter & Gamble Co. rolled out a teeth-whitening applicator that looks like a pen and removes surface stains on teeth.

Recent Developments

  • In September 2020, Unilever PLC entered an agreement to acquire Liquid IV, a US-based health-science nutrition and wellness company.
  • In January 2020, Colgate-Palmolive Company acquired Hello Products LLC, an oral care business, for USD 351 million.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Rising Awareness About Oral Hygiene

      2. 4.2.2 Easy Availability of Teeth Whitening OTC Products

      3. 4.2.3 Stigma Associated with Discoloration of Teeth

    3. 4.3 Market Restraints

      1. 4.3.1 Low Awareness in Rural Areas

      2. 4.3.2 Side Effects Associated with Teeth Whitening Products

    4. 4.4 Porter's Five Forces Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Whitening Toothpaste

      2. 5.1.2 Whitening Gels and Strips

      3. 5.1.3 White Light Teeth Whitening Device

      4. 5.1.4 Other Products

    2. 5.2 Distribution Channel

      1. 5.2.1 Offline Sales

      2. 5.2.2 Online Sales

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Spain

        6. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.3.4 Middle-East and Africa

        1. GCC

        2. South Africa

        3. Rest of Middle-East and Africa

      5. 5.3.5 South America

        1. Brazil

        2. Argentina

        3. Rest of South America


    1. 6.1 Company Profiles

      1. 6.1.1 Brodie & Stone

      2. 6.1.2 Church & Dwight Co. Inc.

      3. 6.1.3 Colgate-Palmolive Company

      4. 6.1.4 Dr. Fresh LLC

      5. 6.1.5 GlaxoSmithKline PLC

      6. 6.1.6 GLO Science

      7. 6.1.7 Henkel AG & Co. KGaA

      8. 6.1.8 Johnson & Johnson

      9. 6.1.9 Unilever

      10. 6.1.10 Proctor & Gamble

      11. 6.1.11 GoSmile LLC

      12. 6.1.12 Ultradent Products Inc.

      13. 6.1.13 REMBRANDT

    2. *List Not Exhaustive

**Subject to Availability
**Competitive Landscape covers - Business Overview, Financials, Products and Strategies, and Recent Developments

You can also purchase parts of this report. Do you want to check out a section wise price list?

Frequently Asked Questions

The Global Teeth Whitening Market market is studied from 2018 - 2026.

The Global Teeth Whitening Market is growing at a CAGR of 4.95% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

Colgate-Palmolive, GlaxoSmithKline plc., Unilever, Johnson & Johnson, Proctor & Gamble are the major companies operating in Global Teeth Whitening Market.

80% of our clients seek made-to-order reports. How do you want us to tailor yours?

Please enter a valid email id!

Please enter a valid message!