Global Teeth Whitening Market Size, Share, Trends, COVID-19 Impact & Growth Analysis Report – Segmented By Product (Whitening Toothpaste, Whitening Gels and Strips, White Light Teeth Whitening Devices and Others), Distribution Channel and Region – Industry Forecast From 2024 to 2029

Updated On: January, 2024
ID: 12340
Pages: 190

Global Teeth Whitening Market Size (2024 to 2029)

The size of the global teeth whitening market is forecasted to be worth USD  9889 million by 2029 from USD 7341 million in 2024, growing at a CAGR of 6.14% from 2024 to 2029.

Teeth whitening is a cosmetic dentistry procedure that offers a quick, non-invasive, and reasonably priced approach for enhancing smiles. Teeth whitening procedures are available at every budget, time limit, and temperament; men and women universally prefer these procedures. In addition, almost everyone who chooses a tooth-whitening procedure notices a moderate to significant increase in the brightness of their smile. One-hour professional whitening sessions can be procedures at a dental clinic or home-use bleaching kits available at regular drugstores. Nevertheless, it is a temporary fix for discoloration and calls for upkeep or" touch-up" for a lasting look.


The growing importance of teeth whitening among people is one of the factors propelling the market growth.

Teeth whitening has become one of the most important aspects of personality. People nowadays are highly conscious about how they look and how others think and perceive them. Due to these factors, people of all ages are investing considering money in looking better. It is believed among people that whiter teeth instantly improve your appearance and alter how other people perceive you. According to studies, people with whiter teeth are considered more companionable, friendly, and attractive. Most people who have had teeth whitening procedures claim that it helped them feel more confident and gives them the self-esteem of having a beautiful smile. Considering the factors mentioned above, the market for teeth whitening is anticipated to grow healthily in the coming days.

Increasing awareness around oral hygiene, the accessibility of over-the-counter teeth whitening treatments, and the stigma associated with teeth discoloration further promote the market's growth rate.

Oral hygiene has become extremely important as poor oral hygiene can result in various dental problems. The adoption of teeth whitening is increasing considerably among people for various reasons. People get stained teeth due to poor oral hygiene, consuming drugs, consuming stain-causing foods and beverages, and a variety of other disorders. It has been noticed that a significant number of people have teeth whitening procedures to attend special occasions or job interviews. Also, with age, the color of the teeth changes. Teeth enamel starts to wear down, making teeth look discolored, which makes people go for these procedures.

Furthermore, the growing number of advancements in teeth whitening, rising medical tourism to treat dental issues, and increasing number of government actions to promote awareness of oral care further boost the market growth.


High costs associated with dental check-ups and cosmetic treatments as part of teeth whitening procedures are a major factor hampering the market's growth rate. In addition, the impact of teeth whitening procedures does not last long, and patients must pay frequent dentist visits to avail the benefit of teeth whitening, which is regular maintenance and costs considerably. Furthermore, rules and regulations related to dental products and instruments are different in different regions, making it difficult for new entrants to penetrate the market.

Impact Of COVID-19 On the Global Teeth Whitening Market

The active ingredient most frequently found in whitening products is hydrogen peroxide (H2O2). It is present either as hydrogen peroxide or carbamide peroxide. Hydrogen peroxide is an oxidizing agent. It breaks down to create unstable free radicals when it diffuses into the teeth. These dangerous free radicals connect to organic color molecules in the gaps between the inorganic salts in tooth enamel, forming tiny, less colored components. These smaller molecules produce a whitening effect by reflecting less light.

Tooth sensitivity and gum discomfort are two unfavorable side effects of some teeth whitening procedures. If you want to whiten your teeth effectively, you must select a procedure that targets the sort of stains you have. If you have either of these types, you may need to choose a technique that securely tackles intrinsic and extrinsic stains. Adoption of teeth whitening procedures depends on the affordability of the procedures. Since insurance does not pay for teeth whitening remedies, some people can opt for toothpaste and mouthwash, which have a lesser whitening impact but, at the same time, are less expensive. Also, people who have dental implants or veneers cannot opt for these treatments. Only natural teeth can be whitened. In recent years, the younger population has sought out veneers to get a flawlessly white smile, but this can be harmful in the long term. The best action may be to consult a dentist about your teeth whitening alternatives.

The COVID-19 pandemic has put greater emphasis on personal hygiene and social distancing. Due to this, at-home dental procedures were given preference over professional treatments. In addition, owing to the significant risk of acquiring and spreading COVID-19 among dental surgeons, nurses, and other healthcare workers, dental offices were closed worldwide during the lockdown. But as the restrictions were lifted and the situation returned to normal, people started visiting clinics to get the whitening procedures done. Considering these factors, the teeth whitening market is anticipated to showcase a healthy CAGR over the forecast period.




Market Size Available

2023 to 2029

Base Year


Forecast Period

2024 to 2029

Segments Covered

By Product, Distribution Channel, and Region

Various Analyses Covered

Global, Regional & Country Level Analysis, Segment-Level Analysis; DROC; PESTLE Analysis; Porter's Five Forces Analysis, Competitive Landscape, Analyst Overview of Investment Opportunities

Regions Covered

North America, Europe, Asia-Pacific, Latin America, Middle East & Africa

Key Market Players

Brodie & Stone, Church & Dwight Co. Inc., Colgate-Palmolive Company, Dr. Fresh LLC, GlaxoSmithKline PLC, GLO Science, Henkel AG & Co. KGaA, DaVinci Teeth Whitening, Dentsply Sirona, Evonik, Johnson & Johnson, Unilever, Proctor & Gamble, CCA Industries, Inc., GO SMILE, Global Whitening, and Hello Products



Global Teeth Whitening Market Analysis By Product

During the forecast period, the whitening toothpaste segment is anticipated to dominate the teeth whitening market. This is because whitening toothpaste products are convenient to use and deliver results in less time. Therefore, the demand for these products is growing significantly owing to their availability and usage ease.

On the other hand, the whitening strips segment is predicted to thrive during the forecast period. The adoption of whitening gels and strips is picking up as they provide quick-fix dental procedures at an affordable price.

Global Teeth Whitening Market Analysis By Distribution Channel

During the forecast period, the offline segment is expected to project domination in the teeth whitening market based on the distribution channel. To achieve the growing demand and win the competition, the manufacturers operating in this market are strengthening their distribution channels and offering various products.

However, the online segment is growing at a healthy CAGR due to the growing adoption. As a result, the sales of teeth-whitening products are expected to increase via online channels during the forecast period. The growth of this segment is mainly attributed to technological advancements and changing consumer behavior. During COVID-19, the habituation of consumers has increased due to the convenience and feasibility of online shopping. Moreover, retailers and suppliers adapt to the changes to remain sustainable in the competitive market, and manufacturers focus on providing high-value services and customer-centric solutions through all sales channels to the customers, further promoting the growth of the online segment in the global teeth whitening market.


The North American market is expected to expand significantly during the forecasted period. The United States is the market leader in North America for teeth whitening products, with a global market share of approximately 28.4%. This is primarily due to the increased incidence of periodontitis in the United States. Periodontal disease is estimated to affect many aged people and is expected to worsen shortly. Moreover, the country's oral health awareness is growing, leading to market expansion.

Europe is growing at a promising CAGR during the forecast period. The growth of the European region can be credited to the growing awareness of oral hygiene among the European population. The increased awareness around oral care is mainly attributable to the creation of numerous cutting-edge and revolutionary dental implant options available in the European market. In addition, factors such as poor oral hygiene and unhealthy food habits that can cause stains and increasing discoloration are contributing to the adoption of teeth whitening procedures in the European region. Moreover, the increasing incidence of periodontal diseases among the European population also propels the market's growth rate. As oral disorders become more common, people are becoming more aware of the value of dental hygiene and wellness. Furthermore, more medical licenses from dental associations are predicted to grow consumer spending on bleaching agents.

Over the forecast period, Asia-Pacific is predicted to grow at the highest CAGR among regions in the global market. The growth of the APAC teeth whitening market is attributed to the increasing disposable income in developing countries such as China and India. In addition, the growing population in the Asia-Pacific is motivated by cosmetic considerations to improve their dental health, favoring the market growth in this region. Moreover, the growing desire of people to smile better and the increase in the adoption of teeth-whitening products among the population in this region is further boosting the market's growth rate. Furthermore, YOY's growth in the number of people suffering from dental disorders, including periodontitis, contributes to tooth discoloration and supports market growth.

During the forecast period, the market for teeth whitening in the Middle East and Africa is predicted to grow at a steady CAGR. Factors such as implementing technological tools to improve the office teeth whitening process and increasing the number of teeth whitening treatment processes across the Middle East and Africa are expected to boost the market growth in this region.

The market for teeth whitening in the Latin American region is expected to grow stable CAGR during the forecast period owing to the increase in the disposable income of the population and rising awareness of oral health.


Brodie & Stone, Church & Dwight Co. Inc., Colgate-Palmolive Company, Dr. Fresh LLC, GlaxoSmithKline PLC, GLO Science, Henkel AG & Co. KGaA, DaVinci Teeth Whitening, Dentsply Sirona, Evonik, Johnson & Johnson, Unilever, Proctor & Gamble, CCA Industries, Inc., GO SMILE, Global Whitening, and Hello Products are some of the prominent companies operating in the global teeth whitening market profiled in this report.


  • In September 2020, Unilever PLC agreed to purchase Liquid IV, a health-science nutrition and wellness company based in the United States.
  • In November 2022, Impress introduced a tooth whitening service called"BRIGHTER SMILE FOR DARKER DAYS" Impress, one of the top orthodontics companies in Europe that specializes in clear aligners, today announced the introduction of a completely new tooth-whitening procedure. The cost of the laser teeth whitening treatment as a standalone procedure is just £300, or it is free if you purchase the oral health and beauty pack in November.
  • In October 2022, the Snow Teeth Whitening Kit is a quick and simple solution to brighten your smile at home. Its cutting-edge method, developed with the assistance of renowned cosmetic dentist Dr. Brian Harris, offers faster teeth whitening than before. In addition, the prize-winning set comes with three whitening serum wands with built-in applicators, one mouthpiece with the original LED whitening acceleration technology, and one extra-strength whitening serum for even quicker results.
  • In February 2022, Oral-B introduced a revolutionary AI-integrated device that will change the face of oral care. With a personalized experience like never before, the new iO10 with iSense, the latest model in the ground-breaking iO line, is poised to revolutionize how we brush our teeth. It comes with an intelligent device called iSense that uses artificial intelligence (AI) to provide real-time advice and a customized brushing experience to promote healthier gums and teeth.


This research report on the global teeth whitening market has been segmented and sub-segmented based on product, distribution channel, and region.

By Product

  • Whitening Toothpaste
  • White Light Teeth Whitening Devices
  • Whitening Gels and Strips
  • Others

By Distribution Channel

  • Offline Sales
  • Online Sales

By Region

  • North America
  • Europe
  • Asia-Pacific
  • Latin America
  • Middle East and Africa

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Frequently Asked Questions

How much was the global teeth whitening market worth in 2021?

The global teeth whitening market size was valued at USD 6140 million in 2021.

Which region had the dominating share in the global teeth whitening market in 2022?

North America captured the major share of the global market in 2022.

Which region is anticipated to grow the fastest in the global teeth whitening market by 2028?

The Asia-Pacific region is expected to register the fastest CAGR in the global market during the forecast period.

What are the companies leading the teeth whitening market?

Companies playing a leading role in the teeth whitening market are Brodie & Stone, Church & Dwight Co. Inc., Colgate-Palmolive Company, Dr. Fresh LLC, GlaxoSmithKline PLC, GLO Science, Henkel AG & Co. KGaA, DaVinci Teeth Whitening, Dentsply Sirona, Evonik, Johnson & Johnson, Unilever, Proctor & Gamble, CCA Industries, Inc., GO SMILE, Global Whitening, and Hello Products.

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