Teeth Whitening Market by Product (White Light Teeth Whitening Devices, Whitening Toothpaste, Whitening Gels & Strips, Other), by Distribution Channel (Offline Sales, Online Sales), by Region (North America, Europe, Asia-Pacific, Latin America, Middle East & Africa): Global Forecasts 2017 To 2027

The Global Teeth Whitening Market was valued at US$ 6280.8 Mn in 2020 is expected to reach US$ 8942.2 Mn by 2027, with a growing CAGR of 6.5% during the forecast period (2021-2027).

Teeth whitening is one of the most popular dentistry treatments to enhance the quality of teeth, colour, and texture. This treatment is less time consuming, cost-effective, and less invasive. Teeth whitening is generally done by people in age group of 25-45 years to improve the quality of teeth. Teeth whitening is also known as dental bleaching therapy widely used across the world. This process remains aesthetic and can be demonstrated using different types of techniques and protocols. There are various set of reasons responsible for tooth staining such as consumption of alcohol regularly, smoking, teeth grinding, trauma and eating habits. Common approach that can be used for whitening of teeth includes bleaching with gel at home, other over-the-counter products such as stirps, gels, paint-on films are few application methods for tooth whitening process. The process of whitening tooth is also known as cosmetic dentistry treatment, which is popularly adopted across the world. It is pocket friendly, quick and temperament process.

Teeth Whitening Market

The driving factors influencing the global teeth whitening Industry includes rising awareness and concern related to teeth and their hygiene, growing disposable income, developing research in healthcare and medical device field, easy availability of whitening products, the emotion of smiling again and growing development in dentistry and cosmetic dentistry field drives the growth of market.  Moreover, increasing importance and awareness regarding dental aesthetics in society and related treatments boost the growth of the teeth whitening market.

According to the survey, it is found that female patients in London and Malaysia prefer tooth whitening over naturally teeth.  Along with its rise in acceptance, consumption of oral or tooth hygiene is expected to witness significant growth in advanced dentistry care during the forecast period.

Teeth Whitening Market Analysis by Segmentation:

By Product

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

By Distribution Channel

  • Offline Sales
  • Online Sales

By Region

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

Based on product, whitening toothpaste segment held maximum market share in 2020 and expected to increase during forecast period due to ease of availability and application

Based on product, teeth whitening market is segmented into whitening gels and strips, whitening toothpaste,  and white light teeth whitening devices. The products are easily available in the market. Toothpaste is commonly accepted by the population due to its affordability and ease of application. However, quick-fix solution for permanent dental solution is likely to grow in coming years owing to increase in research and less time-consuming dental procedure.  Whitening toothpaste also expected to witness higher growth as these products are easy to use, easily available and cost-effective.

Toothpaste segment accounted over 75% of market share in 2020. The new toothpaste launched by Evonik named as Spherilex 145, a new formulation in the market is expected to grow market share in coming years. These products are highly sensitive, have low enamel abrasion and effective in whitening.

Based on distribution channel, offline sales segment accounted the highest market growth in 2020 and anticipated to increase during forecast period

Based on distribution channel, teeth whitening market is segmented into offline sales channel and online sales channel. Offline sales channel to grow high during forecast period due to ease of accessibility. Manufactures are likely to make changes in distribution channels according to the need and demand of the teeth whitening market. Offline channel provides exposure for various other competitive brands and makes easy for consumer to make choice. Offline channel includes supermarkets, grocery stores which collectively account for about 50% of market share in 2020.

With advances in technology and e-commerce, online distribution channel is expected to witness significant growth during forecast period. North America is leading country in online distribution channel in teeth whitening market. Key market players are now focused on acquiring smaller companies to expand their product portfolio and business across globe.

Based on geographical region, North America dominated teeth whitening market in 2020 and expected to have same dominance during forecast period due to high awareness about dentistry

Based on region, North America is expected to dominate teeth whitening market during forecast period due to growing inclination towards cosmetic dentistry across region. Moreover, increase in disposable income, unhealthy lifestyle, rising innovations in dentistry and healthcare drives the growth of the teeth whitening market in this region.

Moreover, Europe is considered as the second largest region to anticipate high market growth. This is due to increase in periodontal diseases among the population. Followed by the increase in oral hygiene and oral diseases, mark the concern for individual for dental health. Further, increase in research centers associated with dental segment and increase in medical approvals expected to increase people participation in bleaching and dentistry procedures.

Company Profiles and Competitive Intelligence

The key players operating in the teeth whitening market size are:

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

The report also provides in-depth analysis of the global teeth whitening market dynamics such as drivers, restraints, and opportunities.


  • Rise in disposable income
  • Increase in awareness regarding cosmetic dentistry
  • Increase in technological advances in healthcare and medical devices


  • High dental check-up and cosmetic dentistry cost
  • Rules and regulation associated with dental products in different region, restricts new entrants in the market


  • Increase in consumption alcohol, tea, coffee, and smoking as consumption of all these cause discolouration of teeth, which further led to rise in opportunity for new teeth whitening products in the market.

COVID-19 Impact on the Teeth Whitening Market Analysis

Covid-19 has highly affected the industries in terms of growth, economy, health and mental wellbeing of every individual. In this challenging situation, every industry is trying to give best services in terms of quality and safety. Covid-19 has gathered attention towards personal hygiene and home-based dental care. Due to strict guidelines by government regarding social distancing and restriction on movement, have impacted the dentistry sector. People are not able to go for check-up to their local dentist due to social distancing and mouth would act as direct contact of infection for doctors and other staff members.

Dentistry would be at high risk of getting infection from air, tools and contact with patients. This led down the growth of this sectors during covid-19 outbreak. However, the supply of tooth products over retail pharmacies and online platform increased the demand for products and had positive impact on teeth whitening market. Moreover, according to the British Dental Journal, 2020, oral hygiene is one of the key important factors to avoid infection. This led to increase in demand for dentistry products and helped in the growth of the global teeth whitening market.

The report also provides in-depth analysis of key trends in teeth whitening market

  • Decrease in regular dental check-up due to direct contact of infection transfer to doctors and other patients affected the growth of dentist market during covid-19 pandemic.             
  • Increase in government initiatives, development in innovative techniques and use dentistry drives the growth of teeth whitening market growth.         

The report also provides an in-depth analysis of recent news developments and investments

  • In September 2020, Unilever PLC signed an agreement to acquire Liquid IV, a US-based wellness and health-science nutrition company.
  • In April 2020, Oralgen NuPearl came up with new oral care product named as Oralgen Probiotic Oral Care Whitening Toothpaste which is clinically proven to remove unwanted bacteria from the mouth and to smile bright and confident.  
  • In October 2019, Colgate-Palmolive introduced its new product called The Colgate Optic White Advanced LED Whitening Treatment.

The unique insights provided by this report also includes the following:

  • In-depth value chain analysis
  • Opportunity mapping
  • Sector snapshot
  • Key Players Positioning Matrix
  • Regulatory scenario
  • Strategies Adopted-Benchmarking Heat Map
  • Market trends
  • Covid-19 impact analysis
  • Product comparison
  • Pre & Post COVID 19 impacts on Teeth Whitening Market
  • Competitive Landscape

Frequently Asked Questions (FAQs)

The global teeth whitening market was valued at US$ 6280.8 Mn in 2020 and is anticipated to reach US$ 8942.2 Mn by 2027

The teeth whitening market is estimated to grow at a compound annual growth rate (CAGR) of 6.5% during 2021-2027

In the base year 2020, North America accounted for more than 30% share in the teeth whitening market.

High cost of dental treatment or dentistry restraint the growth of the global teeth whitening market.

Few key players include, but not limit up to: Brodie & Stone, GLO Science, Church & Dwight Co. Inc., Colgate-Palmolive Company, Dr. Fresh LLC, GlaxoSmithKline PLC, Henkel AG & Co. KGaA, Johnson & Johnson, Unilever and Proctor & Gamble.

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    1. Product Outline
    2. What is Teeth Whitening
    3. Analysis of Teeth Whitening
    4. Covid -19 Impact
    5. Market Dynamics
      1. Drivers
      2. Restraints
      3. Opportunities
      4. Threats
    6. Technology Overview
  2. Regulatory Landscape for Teeth Whitening
    1. Regulations and Standards
  3. Teeth Whitening Market by Product
    1. Whitening Toothpaste
    2.  Whitening Gels and Strips
    3.  White Light Teeth Whitening Devices
    4.  Others
  4. Teeth Whitening Market by Distribution Channel
    1. Offline Sales
    2. Online Sales
  5. Regional Analysis
    1. North America
      1. US
      2. Canada
    2. Europe
      1. Germany
      2. UK
      3. France 
      4. Spain
      5. Italy
      6. Rest Of Europe
    3. Asia Pacific
      1. China
      2. India
      3. Japan
      4. Australia
      5. Rest Of Asia Pacific
    4. Latin America
    5. Middle East & Africa
  6. Key Strategic Insights
  7. Market Analysis
    1. Emerging Technologies
    2. Opportunity Mapping
    3. Critical Success Factors
    4. Consumer Preferences
  8. Key Market Trends / Recent Developments
  9. Competitive Scenario
    1. Mergers and Acquisitions
    2. Investments
    3. Joint Ventures
    4. New Product Launches
    5. Presence of players by Geographies
    1. Brodie & Stone
    2. Chruch & Dwight Co. Inc.
    3. Colgate-Palmolive Company
    4. Dr. Fresh LLC
    5. GlaxoSmithKline PLC
    6. GLO Science
    7. Henkel AG & Co. KGaA
    8. Johnson & Johnson
    9. Unilever
    10. Procter & Gamble

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