The global teeth whitening products market was valued at USD 5.56 billion in 2016. The rising demand for over-the-counter bleaching products coupled with increasing focus on appearance and role of white teeth in personality building are some of the factors that are expected to upsurge the growth during the forecast period.
Global teeth whitening market revenue, by type, 2014 - 2024 (USD Billion)
In addition to the above, recommendations from dentist and approvals from the dental associations encourages consumers to utilize lightening products and is anticipated to boost the market over the coming few years. The other numerous benefits associated such as less time consumption, cost effectiveness, easy and efficient utilization of these products have led to growing the demand for teeth whitening products. The initiatives and awareness about oral hygiene along with the inexpensive and easy availability of these products over the counter in the market are some of the drivers which are expected to energize the demand for the market globally.
The changing lifestyle such as shifting from traditional ways and using oral care products for cleaning teeth coupled with an increase in the disposable incomes in developing countries such as India, Brazil and Mexico are expected to boost the market. Moreover, the rise in consumption of unhealthy products such as tobacco, tea, coffee, cola and alcoholic beverages which causes discoloration would certainly steer this market further.
Unregulated practices are projected to hinder the growth of the industry. For instance, General Dental Council warned with imposing strict & legal action to be taken, to more than 1,270 artificial teeth whitening manufacturers against the complaints received for inferior, substandard teeth-whitening items. Thus, it is necessary for the consumers to be aware of the unregulated practices and synthetic products available in the market.
The other factors including side effects such as teeth sensitivity and irritation of soft tissues in the mouth particularly the gums are anticipated to hamper the growth of the market. However, companies are focusing on research and development to enhance its products to make it nonhazardous which is expected to expose new development channels during the forecast period.
Segmentation by Type
• Whitening Toothpaste
• Whitening Strips
Whitening strips are anticipated to witness the fastest growth over the forecast period at a CAGR of 4%. They are thin, virtually invisible strips which are coated with a peroxide-based lightening gel. Other product includes gels, rinses, trays, chewing gums and in-office brightening. Lightening gels are peroxide-based clear gels applied directly to the surface of teeth, where results are seen in a few days and could take up to four months for complete white teeth.
The whitening toothpaste segment accounted for 86.3% market revenue share in 2016 and is expected to witness lucrative growth over the forecast period. These products are playing an important role in oral care hygiene maintenance. Consumption of junk food have effects such as discoloration of teeth as well as cavity generation. Hence, these problems are expected to drive the demand for the teeth whitening products in the next coming years.
Segmentation by Region
• North America
• Asia Pacific
• Central & South America
• Middle East & Africa
Europe accounted for the largest share in terms of revenue by contributing to 38.4% of the revenue in 2016 and is expected to maintain its position over the forecast period. Furthermore, increasing disposable incomes in developing countries such as Mexico, Brazil, Philippines and Argentina and growing awareness about oral hygiene and rising dental cosmetics for appearance are the key growth factors.
Asia Pacific is the fastest growing region, growing at a CAGR of 4.3% over the forecast period on account of technological advancements and the increase in consumer population for dental cosmetic and whitening products.
The global market is consolidated by the presence of a limited number of international manufacturers. Strategies such as business expansion through alliances and mergers & acquisition are increasingly adopted by market leaders for the development of the business. Manufacturers across the globe are mainly focusing on strengthening their market and the distribution channels. The leading companies include Colgate-Palmolive, GlaxoSmithKline, Johnson & Johnson, Proctor & Gamble, Unilever, Church & Dwight, Brodie & Stone, CCA Industries, GO SMILE, and Henkel.
Research Support Specialist, USA