Teeth Whitening Kits Market Drivers and Forecasts by 2028

[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.

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Teeth Whitening Kits Market: Strategic Insights

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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

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.

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.

Teeth Whitening Kits Market Regional Insights

The regional trends and factors influencing the Teeth Whitening Kits Market throughout the forecast period have been thoroughly explained by the analysts at Insight Partners. This section also discusses Teeth Whitening Kits Market segments and geography across North America, Europe, Asia Pacific, Middle East and Africa, and South and Central America.

Teeth Whitening Kits Market Report Scope

Teeth Whitening Kits Market Players Density: Understanding Its Impact on Business Dynamics

The Teeth Whitening Kits Market is growing rapidly, driven by increasing end-user demand due to factors such as evolving consumer preferences, technological advancements, and greater awareness of the product's benefits. As demand rises, businesses are expanding their offerings, innovating to meet consumer needs, and capitalizing on emerging trends, which further fuels market growth.

Market players density refers to the distribution of firms or companies operating within a particular market or industry. It indicates how many competitors (market players) are present in a given market space relative to its size or total market value.

Major Companies operating in the Teeth Whitening Kits Market are:

1. BRODIE & STONE
2. Colgate-Palmolive Company
3. Johnson and Johnson Services, Inc.
4. Unilever PLC
5. GlaxoSmithKline plc.

Disclaimer: The companies listed above are not ranked in any particular order.

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

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