Teeth Whitening: Market Overview, Growth, and Industry Forecast 2020

Whether we like it or not, we are judged on the condition of our smiles. Dull and yellow teeth are inclined to be viewed negatively by many and can affect both our social and business life. Fortunately, teeth whitening is paving its way to help people boost their confidence and be socially competent with flashy smiles. For that reason alone, it wouldn’t be surprising to know that the teeth whitening industry is booming.

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Please keep on reading this article, as we further discuss the market overview, trends, and forecast of the teeth whitening industry.

What is Teeth Whitening

Teeth whitening is a type of procedure that bleaches out stains that makes the teeth dull. Typically, the main active ingredient for stain removal can be either a Carbamide Peroxide or Hydrogen Peroxide – the atter is much stronger than the other. This is why it is recommended to use only 10% or lower of Hydrogen Peroxide, while 35% or lower for Carbamide Peroxide.

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You can either seek a dentist’s help or buy over-the-counter whitening kits – this leads to greater marketability nowadays, which gets us to the next topic.

Market Overview

The primary factors for the growth of teeth whitening market encompass the increasing awareness about oral hygiene, easy access of teeth whitening over-the-counter products, and the stigma related to discoloration of teeth.

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The growing concerns about dental aesthetics are attaining more popularity nowadays and have caused an escalating demand for aesthetic treatments. The younger age bracket is influenced compared to the middle or older aged groups by social media, and as an effect, their aesthetic awareness broadens, influencing their satisfaction.

Toothpaste consumption is projected to rise with more consumers seeking for an advanced and targeted solution for teeth care. With some of the teeth whitening products accessible OTC, plus the growing awareness about oral hygiene, will result in propelling demand for teeth whitening products, which will conclude a high growth of the market over the forecast period.

Market Trend and Drivers

The leading teeth whitening products manufacturing businesses are focusing on research and development (R&D) to enhance their product portfolio. They are augmenting their presence in global trade by acquiring local players of a particular region.

For instance, in the year 2017, Colgate-Palmolive acquired Ciba-Geigy – an Indian-based tooth whitening brand – to expand its product towards the rural places in India. Another, the Asia-Pacific region is demanding more expensive and sophisticated toothpaste. Hence, manufacturers will tend to focus on supplying the required demand for the developing area. These factors are expected to yield an impulsive growth of the market over the projected years.

Whitening toothpaste segment holds the lion’s share in the market in terms of revenue and is expected to retain its place over the forecast period of 2020-2025. The reason behind this is that whitening toothpaste has a significant role in oral hygiene maintenance. On the other hand, the section of the whitening strips is likely to experience substantial growth because of the rising consumer demand and the desire for quick result formula.

Moreover, some leading companies have taken up initiatives and campaigns to create awareness among consumers to use herbal and organic products for teeth whitening; thus, another key driver for market growth. 

North America has the Largest Share in the Global Market

It is accounted that North America holds a significant share for teeth whitening market and is expected to present a likable trend over the forecast period without substantial fluctuations.

The United States, on the other hand, is being anticipated to dominate the teeth whitening market, owing to the escalating inclination towards cosmetic dentistry. High approval of these products is likely to rise in the years to come since the American Academy of Cosmetic Dentistry (AACD) acknowledged that about 99% of individuals think that their smile is their most essential social asset.

Also, as stated by the Centers for Disease Control and Prevention (CDC), 84.6% of ages 2-17 years in the US had a dental visit in the year 2016. With the rising geriatric population, unhealthy food habits accompanied by junk food, soda, caffeine, and liquor consumption – discoloration of the tooth occurs, and this creates a big impact on the market growth in the United States.

Industry Forecast

The increase of teeth whitening market is determined mainly by consumer demand, which is to be favored by the increasing living standards – such as modernization, personality traits, and appearance. For the year 2020 to 2025, an increase of 4.5% in CAGR is projected.

There is a big competition in this market, and the leading players are obtaining the major local players and extending their production capacity and presence globally.

Here are the five major key players in the teeth whitening market worldwide:

  • Brodie &Stone International Plc

Brodie & Stone International Plc handles a wide variety of key segments, including skincare, haircare, foot care, male grooming, oral care, and personal care. The company provides a wide range of teeth whitening products, like Janina Ultra White.

  • Church &Dwight Co., Inc.

Church & Dwight Co. Inc. handles a wide variety of key segments, including specialty products division, consumer-domestic and consumer-international. The business provides a wide range of teeth whitening products, like Arm & Hammer Complete Care Toothpaste.

  • Colgate-Palmolive Co.

Colgate-Palmolive Co. handles a wide variety of key segments, including pet nutrition, home, personal, and oral care. The company provides a wide range of teeth whitening products, like Colgate Optic White Advanced LED Whitening.

  • GlaxoSmithKline Plc

GlaxoSmithKline Plc handles a wide variety of key segments: pharmaceuticals and consumer healthcare. The business provides a wide range of teeth whitening products, like Sensodyne True White Toothpaste.

  • GoSmile LLC

GoSmile LLC handles a wide variety of key segments, including travel kits, full whitening kits, toothbrushes, on the go whitening, quick whitening boost, replenish packs, and even replacement brush heads. The business provides a wide range of teeth whitening products, like Teeth Whitening Gel.


Teeth whitening or bleaching is one of the most popular cosmetic procedures offered in dental practice. If you wish to know more about the products related to this market trend, you may check ioralcare’s website https://www.ioralcare.com/.


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