Teeth Whitening Kits Market Size, Regional Outlook, Application Potential, Price Trends, Competitive Market Share & Forecast, 2021 – 2028

The global Teeth Whitening Kits Market is projected to reach US$ 9,626.04 million by 2028 from US$ 6,209.80 million in 2021; it is expected to grow at a CAGR of 6.5% from 2021 to 2028.

The consciousness about appearance and focus on building self-confidence drives the overall growth of the market. However, misleading advertisements and adverse effects of product on application hamper the market growth.

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List of Companies:

  • Colgate-Palmolive Company
  • Johnson and Johnson Services, Inc.
  • Unilever PLC
  • GlaxoSmithKline plc.
  • CCA Industries, Inc.
  • Proctor & Gamble
  • Henkel AG & COMPANY, KGAA
  • Church & Dwight, Inc.

In Australia and other wealthy economies in APAC, the popularity of teeth whitening kits is high, particularly among people of age less than 35. For example, teeth whitening kits are classified under the cosmetic category in Australia rather than therapeutic goods. A report published by the Australian Dental Association states that 6% of young consumers opt for non-dentist services for teeth whitening. Moreover, ~50% of consumers who seek to whiten their teeth buy do-it-yourself (DIY) whitening products/kits available over-the-counter (OTC) in pharmacies or sold online. Furthermore, the European Union (EU) reports states that, to date, millions of teeth whitening kits have been sold worldwide. Teeth whitening kits can be applied as paint-on-gel strips or mouth guards. The adoption of teeth whitening kits has surged due to teeth whitening toothpaste and mouth rinses now containing low concentrations of hydrogen peroxide as a disinfectant for preventing plaque and inflammation of the gums. Such factors fuel the growth of the teeth whitening kits market.

As per the Centers for Disease Control and Prevention (CDC) report, more than 1 in 4 adults (26%) in the US suffers from untreated tooth decay issues. Additionally, 46% of adults aged 30 years or above reveal the signs of gum disease, and severe gum disease affects ~9% of adults. Further, tooth decay and gum diseases are the leading causes of many teeth discoloration issues, extrinsic and intrinsic dental stains, dental caries, and many more. According to a report published by the American Dental Association, teeth whitening kits prove effective on both extrinsic and intrinsic staining. Also, a tooth whitening kit is a standard, elective procedure, less-invasive esthetic treatment for people seeking oral hygiene.

Adverse effects of the products and misleading advertisements negatively impact the growth of the teeth whitening kits market. This is caused when gums are exposed to the whitening solutions making the gum appear white on coming in contact with the whitening solution. Therefore, when gums are exposed to the whitening solutions for a prolonged period, it results in inflammation and redness. Thus, mild and transient tooth sensitivity, which can be prevalent with higher concentrations of active agents, is one of the common adverse effects of the use of OTC or dentist-dispensed, tray-based teeth whitening kits.

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The global teeth whitening kits market is segmented on the basis of product type and distribution channel. Based on product type, the market is segmented into whitening toothpaste, whitening gels and strips, powders, teeth whitening kits device, and others. The whitening toothpaste segment is estimated to account for the largest market share during 2021-2028. Mayo Foundation for Medical Education and Research (MFMER) report states that whitening toothpaste comprises chemical blue “covarine” that adheres to the surface of teeth by creating an optical illusion making teeth appear less yellow.

For example, the American Dental Association (ADA) has offered a seal of acceptance to Colgate Optic White Toothpaste (Sparkling White), ensuring the public that the product is efficient and safe in preventing tooth decay. Also, the Colgate Optic White Impact Whitening Toothpaste contains more hydrogen peroxide than other Colgate Whitening Toothpaste, and these products are specifically designed for people who are more prone to smoking. Furthermore, the ADA report states that a wide range of extrinsic stains can be effectively reduced with mechanical interventions, such as brushing with a whitening toothpaste or professional prophylaxis. A few OTC whitening products, such as toothpaste, are effective in removing extrinsic (surface) stains on the enamel and will not significantly impact intrinsic stains or the intrinsic color of the tooth. The aforementioned factors bolster the adoption of toothpaste, driving the overall growth of the teeth whitening kits market.


  1. Introduction

1.1 Scope of the Study

1.2 Research Report Guidance

1.3 Market Segmentation

1.3.1 By Product Type

1.3.2 By Distribution Channel

1.3.3 By Geography

  1. Key Takeaways
  2. Research Methodology

3.1 Coverage

3.2 Secondary Research

3.3 Primary Research

  1. Market Landscape

4.1 Overview

4.2 PEST Analysis

4.2.1 North America: PEST Analysis

4.2.2 Europe: PEST Analysis

4.2.3 Asia Pacific: PEST Analysis

4.2.4 Middle East And Africa: PEST Analysis

4.2.5 South and Central America: PEST Analysis

4.3 Expert Opinion

  1. Key Market Dynamics


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