| Study Period | 2021 - 2030 |
| Base Year For Estimation | 2024 |
| Market Size (2025) | USD 7.72 Billion |
| Market Size (2030) | USD 9.28 Billion |
| CAGR (2025 - 2030) | 3.75 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Teeth Whitening Market Analysis
The Teeth Whitening Market size is estimated at USD 7.72 billion in 2025, and is expected to reach USD 9.28 billion by 2030, at a CAGR of 3.75% during the forecast period (2025-2030).
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
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.
Understand The Key Trends Shaping This Market
Download PDF
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.
Get Analysis on Important Geographic Markets
Download PDF
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
-
Colgate-Palmolive
-
GlaxoSmithKline plc.
-
Unilever
-
Johnson & Johnson
-
Proctor & Gamble
- *Disclaimer: Major Players sorted in no particular order
Need More Details on Market Players and Competiters?
Download PDF
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 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 | |||
| Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Europe | Germany | ||
| United Kingdom | |||
| France | |||
| Italy | |||
| Spain | |||
| Rest of Europe | |||
| Asia-Pacific | China | ||
| Japan | |||
| India | |||
| Australia | |||
| South Korea | |||
| Rest of Asia-Pacific | |||
| Middle East and Africa | GCC | ||
| South Africa | |||
| Rest of Middle East and Africa | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
Need A Different Region or Segment?
Customize Now
Teeth Whitening Market Research FAQs
How big is the Teeth Whitening Market?
The Teeth Whitening Market size is expected to reach USD 7.72 billion in 2025 and grow at a CAGR of 3.75% to reach USD 9.28 billion by 2030.
What is the current Teeth Whitening Market size?
In 2025, the Teeth Whitening Market size is expected to reach USD 7.72 billion.
Who are the key players in Teeth Whitening Market?
Colgate-Palmolive, GlaxoSmithKline plc., Unilever, Johnson & Johnson and Proctor & Gamble are the major companies operating in the Teeth Whitening Market.
Which is the fastest growing region in Teeth Whitening Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Teeth Whitening Market?
In 2025, the North America accounts for the largest market share in Teeth Whitening Market.
What years does this Teeth Whitening Market cover, and what was the market size in 2024?
In 2024, the Teeth Whitening Market size was estimated at USD 7.43 billion. The report covers the Teeth Whitening Market historical market size for years: 2021, 2022, 2023 and 2024. The report also forecasts the Teeth Whitening Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Our Best Selling Reports
Teeth Whitening Industry Report
The teeth whitening market is experiencing robust growth, attributed to heightened oral hygiene awareness and a surge in cosmetic dentistry interest, pushing the demand for dental aesthetic treatments. Key innovations by leading teeth whitening companies and the introduction of advanced technology products, such as active charcoal toothpaste, are driving the market's progression. Despite facing challenges from potential side effects and alternative treatments, the whitening toothpaste segment is anticipated to lead due to its cost-effectiveness and efficacy. Market expansion is also supported by technological progress, a focus on aesthetics, and accessible sales channels, both online and offline. Teeth whitening statistics forecasted by Mordor Intelligence™ indicate a promising outlook, highlighting opportunities for further innovation and growth in the sector. Get a sample of this industry analysis as a free report PDF download.
