Teeth Whitening Kits Market Global Analysis Report 2028

Teeth Whitening Kits Market Forecast to 2028 - COVID-19 Impact and Global Analysis By Product Type (Whitening Toothpaste, Whitening Gels and Strips, Powders, Teeth Whitening Kits Devices, and Others) and Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Online Retail, and Others)

Publication Month : Apr 2022

  • Report Code : TIPRE00027532
  • Category : Consumer Goods
  • Status : Published
  • No. of Pages : 162
Inquire Before Buy



[Research Report] The 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.

Easy availability of teeth whitening kits drives the market growth, according to a report published by the Australian Dental Association in 2019, teeth whitening kits have gained significant popularity globally with high bombardment via social media advertising and celebrity endorsements. For example, in 2016, OTC and online brands faced intense competition. In the same year, teeth whitening kits became a massive trend on social media platforms, involving Facebook, YouTube, and Instagram. A Frontiers S.A. report states that tooth whitening kits, including toothpaste and rinses as OTC, are a niche segment in the oral healthcare market. For instance, the statistics revealed in the report state that the OTC market grew at an estimated rate of 4% from 2017 to 2021, particularly in Europe, the US, Asia Pacific, and the Middle East & Africa. Also, it is valued at more than US$3 million during this period, and teeth whitening kits accounted for more than half of this market. Fewer regulations than other pharmaceutical drugs regulate the approval of teeth whitening kits. Therefore, teeth whitening kits are more accessible as brands offer consumers products at home, thereby offering a cheap and easy alternative to professional teeth whitening procedures. Toothpaste, whitening strips, and other products that pass the Australian Dental Seal of Acceptance (a voluntary program for OTC Oral Care Products) are indicated as safe and effective when used as directed.

Customize Research To Suit Your Requirement

We can optimize and tailor the analysis and scope which is unmet through our standard offerings. This flexibility will help you gain the exact information needed for your business planning and decision making.

Teeth Whitening Kits Market: Strategic Insights

Market Size Value inUS$ 6,209.80 Million in 2021
Market Size Value byUS$ 9,626.04 Million by 2028
Growth rateCAGR of 6.5% from 2021 to 2028
Forecast Period2021-2028
Base Year2021
Analyst Image


Have a question?

Shejal will walk you through a 15-minute call to present the report’s content and answer all queries if you have any.

Analyst Image  Speak to Analyst

According to a survey conducted by the American Academy of Cosmetic Dentistry (AACD), the average number of whitening procedures reduced to ~61 in 2017 from ~109 in 2015. This decline is mainly attributed to the growing popularity of home-based whitening solutions. Many companies offer customized, home-based teeth whitening kits. For example, Smile Brilliant provides customized whitening trays that can be purchased online. On receiving the customized trays, the users are requested to conduct dental impressions and mail them back to the company. Such activities further propel sales across the global teeth whitening kits market

Lucrative Regions for Global Teeth Whitening Kits Market

  • Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
  • Request discounts available for Start-Ups & Universities

Future Trends:

Rising inclination towards aesthetic dental procedures is a future trend for tooth whitening kits market responsible for stimulating overall market growth. A report by the American Association of Orthodontists states that ~90% of patients request tooth whitening, as brushing and flossing are necessary to keep teeth bright, white, and healthy. Further, the Frontiers S.A., in one of its reports, states that the increasing people's desire and demands for esthetic dental procedures further propels the adoption of teeth whitening kits. This is mainly due to rising use of internet and the tremendous popularity of social media platforms. For example, Instagram, a photo-sharing platform, boosts ~1,050 photos per second with the highest rate of engagement, enabling the users to interact with peers and celebrities, creating opportunities for regular exposure to idealized images, particularly smiles.

The State of Cosmetic Dentistry Industry Survey conducted in 2015 mentions that patients are seeking cosmetic dentistry procedures for a number of reasons. These include enhancing physical attractiveness and self-esteem, restorative or health reasons, and appearing younger, as well as for gaining perfect teeth for anticipated upcoming life events such as weddings. With cosmetic dentistry evolving as a rapidly growing field in the dental industry, dental technology whitening solutions are gaining significant attention among the aging populations; thus, cosmetic dentistry is projected to continue to flourish at the same pace in the near future.

North America is likely to dominate the global teeth whitening kits market during 2021–2028. The US holds the largest market share in this region. The American Academy of Pediatric Dentistry predicted that pediatric and adolescent patients' desire for dental whitening has increased over time. For records, in 2019, 38.3 million Americans used teeth whitening kits, among which 82% of Americans witnessed a noticeable difference after a professional dental treatment compared to 63% who did an at-home treatment. Moreover, the American Dental Association Health Policy Institute report reveals that 95% of Americans reveal that their oral health is a critical part of their well-being. Therefore, with all possible dental procedures available, teeth whitening is the most popular in the United States, with over US$1.4 billion spent annually on whitening procedures and products. Such factors positively influence the adoption of teeth whitening kits in the United States alone. Further, rising awareness of dental aesthetics and dental care in the US further enhances the adoption of teeth whitening kits. For example, the Standard Dental Aesthetic Index (DAI) is an orthodontic treatment required based on the perception of dental aesthetics in the United States. Therefore, with rising awareness among the population of the United States regarding dental aesthetic and dental care enhances the adoption of teeth whitening kits in the US. Such aforementioned factors are expected to propel the teeth whitening kits market growth during the forecast period.

Market Opportunity in Teeth Whitening Kits:

Increasing online sales is one of the biggest market opportunities for teeth whitening kits. According to the Australian Dental Association report, young consumers are more inclined toward buying teeth whitening kits on online platforms. This is mainly ascribed to the tremendous growth of online purchases in the world due to greater convenience and ease associated with online purchases. For example, tips and strategies on e-commerce platforms attract a large customer base, thereby boosting product sales. Also, the online buying platforms display complete information regarding the sale, including product details, tracking details with chargeback fees. Further, online selling saves a huge amount of money in terms of operating costs and other expenditures for companies offering teeth whitening kits. E-commerce platforms play a dynamic role in the improvement of product reach in remote areas, where consumers have a limited access to such products. Furthermore, young consumers, who are least aware of risks associated with teeth whitening products, are likely to buy more products online due to the influence of comments or reviews shared by social media platform users. Such factors provide significant opportunities for the teeth whitening kits market players to grow substantially in the near future.

Global Teeth Whitening Kits Market, by Product Type – 2021 and 2028

  • Sample PDF showcases the content structure and the nature of the information with qualitative and quantitative analysis.
  • Request discounts available for Start-Ups & Universities

Companies operating in the teeth whitening kits market adopt the product innovation strategy to meet the evolving customer demands worldwide, which also permits them to maintain their brand name in the global market.

Global Teeth Whitening Kits Market - Segmentation

Based on product type, the teeth whitening kits market is segmented into whitening toothpaste, whitening gels and strips, powders, teeth whitening kits device, and others. By distribution channel, the market is segmented into supermarkets & hypermarkets, convenience stores, online retail, and others. Based on geography, the global teeth whitening kits market is primarily segmented into North America, Europe, Asia Pacific, Middle East and Africa (MEA), and South and Central America. The teeth whitening kits market in North America is further segmented into the US, Canada, and Mexico. The European teeth whitening kits market is sub segmented into France, Germany, the UK, Spain, Italy, and the Rest of Europe. The market in Asia Pacific is sub segmented into China, India, Japan, Australia, South Korea, and the Rest of APAC. The teeth whitening kits market in the MEA is further segmented into Saudi Arabia, the UAE, South Africa, and the Rest of MEA. The teeth whitening kits market in South and Central America is sub segmented into Brazil, Argentina, and the Rest of South and Central America.

Company Profiles

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

Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends

Segment Covered
Segment Covered

Product Type, and Distribution Channel

Regional Scope
Regional Scope

North America, Europe, Asia Pacific, Middle East & Africa, South & Central America

Country Scope
Country Scope

Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, RoSCAM, Saudi Arabia, South Africa, South Korea, Spain, United Arab Emirates, United Kingdom, United States

Frequently Asked Questions

Which region accounts for major market share in 2021 in global teeth whitening kits market?

North America accounts for the major market share of teeth whitening kits market in 2021.

Which region is projected to be the fastest growing region in the global teeth whitening kits market?

Asia Pacific is expected to be the fastest growing region in teeth whitening kits market over the forecast period.

Which segment is dominating the teeth whitening kits market?

The teeth whitening kits market is analyzed on the basis of product type and distribution channel. Based on product type, the market is segmented into whitening gels and strips, whitening toothpaste, powders, teeth whitening devices, and others. The whitening toothpaste segment held the largest share of the market. However, the whitening gels and strips segment is anticipated to register the highest CAGR.

What are the driving factors for the global teeth whitening kits market across the world?

The factors that are driving the growth of market are consciousness about appearance and focus on building self-confidence and easy availability of products. However, the adverse effects of products and misleading advertisements are the major factors hindering the market growth.

Who are the major players in teeth whitening kits market?

The teeth whitening kits market majorly consists of the players such as BRODIE & STONE; Colgate-Palmolive Company; Unilever PLC; GlaxoSmithKline plc.; CCA Industries, Inc.; Procter & Gamble; SUPERSMILE; Henkel AG & Company, KGAA; Church & Dwight, Inc. among others.

What is teeth whitening kits?

Teeth whitening kits are used for teeth’s whitening and bleaching and effectively changing the color of the tooth enamel. It is done to remove stains. Bleaching agents, whitening toothpaste, charcoals strips and various other solutions are available which are used for teeth whitening. Teeth whitening products are simple, non-invasive treatments that effectively change the color of the tooth enamel.

The List of Companies - Teeth Whitening Kits Market

  2. Colgate-Palmolive Company
  3. Johnson and Johnson Services, Inc.
  4. Unilever PLC
  5. GlaxoSmithKline plc.
  6. CCA Industries, Inc.
  7. Proctor & Gamble
  9. Henkel AG & COMPANY, KGAA
  10. Church & Dwight, Inc.

The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.

  1. Data Collection and Secondary Research:

As a market research and consulting firm operating from a decade, we have published many reports and advised several clients across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.

Several associations trade associates, technical forums, institutes, societies and organizations are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in the last 3 years are scrutinized and analyzed to understand the current market trends.

  1. Primary Research:

The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.

For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/Sales Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.

A typical research interview fulfils the following functions:

  • Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
  • Validates and strengthens in-house secondary research findings
  • Develops the analysis team’s expertise and market understanding

Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:

  • Industry participants: VPs, business development managers, market intelligence managers and national sales managers
  • Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.

Below is the breakup of our primary respondents by company, designation, and region:

Research Methodology

Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.

  1. Data Analysis:

Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.

  • 3.1 Macro-Economic Factor Analysis:

We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.

  • 3.2 Country Level Data:

Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.

  • 3.3 Company Profile:

The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.

  • 3.4 Developing Base Number:

Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.

  1. Data Triangulation and Final Review:

The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.

We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.

We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.

Your data will never be shared with third parties, however, we may send you information from time to time about our products that may be of interest to you. By submitting your details, you agree to be contacted by us. You may contact us at any time to opt-out.

Related Reports