Teeth Whitening Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The report covers Whitening Toothpaste Consumer Reports - Manufacturers and 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.

Teeth Whitening Market Size

Teeth Whitening Market Summary
share button
Study Period 2019-2027
Market Size (2023) USD 7.17 Billion
Market Size (2028) USD 8.62 Billion
CAGR (2023 - 2028) 3.75 %
Fastest Growing Market Asia Pacific
Largest Market North America

Major Players

Teeth Whitening Market Major Players

*Disclaimer: Major Players sorted in no particular order


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

Teeth Whitening Market Analysis

The Teeth Whitening Market size is expected to grow from USD 7.17 billion in 2023 to USD 8.62 billion by 2028, at a CAGR of 3.75% during the forecast period (2023-2028).

Dental surgeons, along with paramedics, nurses, and other healthcare staff, were at the most significant risk of contracting and transmitting COVID-19 disease. The pandemic changed the way the global population has been accessing healthcare, including dental care. Dental clinics worldwide were shut down during the first phase of the pandemic. As social distancing continued across the world, people were unable to visit their local dentists for routine or cosmetic dental procedures. Hence, the demand for teeth whitening solutions for stained and discolored teeth decreased in the second and third quarters of 2020. However, the COVID-19 pandemic increased the focus on personal hygiene and home-based dental aesthetics. The availability of a wide range of over-the-counter products on online platforms, such as toothpaste, dental films, and gels, resulted in increased adoption of the products, which positively impacted the market's growth during the pandemic. According to SmileDirectClub Inc., in 2021, there was a 47% increase in teeth whitening and teeth straightening procedures. Thus, the market showed significant growth during the pandemic and is expected to show similar growth over the forecast period.

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. Dental aesthetics are gaining more popularity in modern society and have caused an increased demand for dental aesthetic treatments. Young people are influenced by media, more than the middle or older-aged groups. As a result, their aesthetic awareness has increased, boosting the need for perfect teeth. According to an article published by MDPI Journal, in July 2022, the general public showed increasing interest in improving dentofacial aesthetics, which led to a rise in the number of individuals seeking cosmetic dental treatments like tooth whitening. People place a lot of significance on their tooth color, and prior research has indicated that many of them are not happy with them and want to change them. As a result, tooth whitening has emerged as one of the most popular dental procedures in recent years. People's desire for whiter, brighter teeth has consequently revived the interest in dentistry in aesthetic dental treatment.

The increasing expansion of teeth-whitening products is expected to drive the market's growth. For instance, in January 2022, SmileDirectClub Inc. planned to expand its whitening product line with its new fast-dissolving whitening strips. Thus, the increasing awareness and interest in improving dentofacial aesthetics 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.

However, low awareness in rural areas and side effects associated with teeth whitening products are expected to restrain the market.

Teeth Whitening Market Trends

This section covers the major market trends shaping the Teeth Whitening Market according to our research experts:

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

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 results and affordable price, which is contributing to the market's growth. For instance, according to an article published by WebMD Editorial Contributors in October 2021, the price range for whitening toothpaste is between USD 1 and USD 20. In contrast to the availability of over-the-counter toothpaste options and professional whitening solutions, which use hydrogen peroxide or carbamide peroxide to lighten the color of the tooth from the inside out, whitening toothpaste removes surface stains and does not include bleach. Compared to the price of whitening toothpaste, the price of whitening strips and gels from a pharmacy, dentist, or through an online platform is between USD 10 and USD 55. Hence, due to its lower price, the demand for whitening toothpaste is expected to increase and contribute to significant growth.

Improvements in product efficacy achieved through advancements in technology are enabling premium brands to compete effectively by offering superior product features and therapeutic benefits. For instance, in March 2022, the Colgate-Palmolive Company launched Visible White 02, formulated with unique active oxygen technology that whitens teeth inside out within three days. With the launch of this product, the company expanded its existing teeth whitening toothpaste portfolio in the market. 

Thus, the market is being driven by the efficient advantages of whitening toothpaste and increasing product launches.

Teeth Whitening Market : Projected Dentists per 100,000 Population, United States, 2020-2040

North America Has Been Dominating the Teeth Whitening Market and is Expected to Continue the Trend During the Forecast Period

North America holds a major share of the teeth whitening market due to the growing inclination toward cosmetic dentistry. For instance, according to an article published by The Village Dentistry in January 2021, Americans spend billions of dollars every year on teeth whitening products and treatments. According to the US Bureau of Labor Statistics, dental services increased by 1.9% in June 2022. Such an increase in dental services and expenditure on teeth whitening products is expected to drive the market over the forecast period.

Several companies are continuously launching teeth whitening products, which is also one of the driving factors for the market's growth. For example, in March 2022, Procter & Gamble launched Crest Whitening Emulsions + Overnight Freshness, a product that provides overnight convenience. In January 2022, Oral-B unveiled its latest digital health innovations at the 2022 Consumer Electronics Show (CES), including its CES Innovation Award Honoree Oral-B iO10 with iOSense, which serves as the ultimate oral health coach. Thus, due to such factors, the teeth whitening market is expected to record significant growth in North America during the forecast period.

Teeth Whitening Market- Growth Rate by Region

Teeth Whitening Industry Overview

The teeth whitening market is consolidated in nature due to the presence of a few companies operating globally and regionally. The competitive landscape includes an analysis of well-known international and local companies, including Colgate-Palmolive, Unilever, Proctor & Gamble, and GlaxoSmithKline.

Teeth Whitening Market Leaders

  1. Colgate-Palmolive

  2. GlaxoSmithKline plc.

  3. Unilever

  4. Johnson & Johnson

  5. Proctor & Gamble

*Disclaimer: Major Players sorted in no particular order

Teeth Whitening Market  Concentration

Teeth Whitening Market News

  • In April 2022, GSK Consumer Healthcare launched Sensodyne Nourish, a toothpaste enriched with bioactive minerals to nourish and strengthen teeth for a healthy mouth and protect them from sensitivity.
  • In January 2022, Colgate-Palmolive Company and 3Shape partnered to introduce the Colgate Illuminator, a tailored-to-patient teeth whitening tool for catering the dental clinics across the United States.

Teeth Whitening Market Report - 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 of 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

  5. 5. MARKET SEGMENTATION (Market Size by Value - USD million)

    1. 5.1 Product Type

      1. 5.1.1 Whitening Toothpastes

      2. 5.1.2 Whitening Gels and Strips

      3. 5.1.3 White Light Teeth Whitening Devices

      4. 5.1.4 Other Product Types

    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 Creightons plc

      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.

    2. *List Not Exhaustive

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

Teeth Whitening Industry Segmentation

As per the scope of the report, teeth whitening is the procedure of bleaching teeth to make them whiter and more presentable. Teeth whitening products are simple, non-invasive treatments that effectively change the color of the tooth enamel. 

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 market report also covers the estimated market sizes and trends for 17 different countries across major regions globally. The report offers the value (in USD million) for the above segments.

Product Type
Whitening Toothpastes
Whitening Gels and Strips
White Light Teeth Whitening Devices
Other Product Types
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.

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

Teeth Whitening Market Research FAQs

The Teeth Whitening Market size is expected to reach USD 7,172.03 million in 2023 and grow at a CAGR of 3.75% to reach USD 8,621.49 million by 2028.

In 2023, the Teeth Whitening Market size is expected to reach USD 7,172.03 million.

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

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2023-2027).

In 2023, the North America accounts for the largest market share in the Teeth Whitening Market.

Teeth Whitening Industry Report

Statistics for the 2023 Teeth Whitening market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Teeth Whitening analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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!