According to Fortune Business Insights, the global teeth whitening market size was valued at USD 8.52 billion in 2024 and is projected to grow from USD 8.93 billion in 2025 to USD 12.77 billion by 2032, registering a CAGR of 5.24% during the forecast period. Asia Pacific dominated the teeth whitening market with a market share of 33.80% in 2024.
The U.S. teeth whitening market is expected to reach USD 2.62 billion by 2032, driven by the rising adoption of at-home whitening kits and increasing consumer spending on self-care. Asia Pacific dominated the global market in 2024, accounting for 33.80% of the market share, supported by urbanization, Western beauty trends, and government-backed oral health initiatives.
Teeth whitening refers to cosmetic dental procedures and products that lighten the shade of teeth and enhance appearance. Popular products include whitening toothpaste, strips, gels, and rinses, widely available in pharmacies, supermarkets, and online channels. Growing influence from social media, celebrities, and lifestyle influencers is further fueling market demand.
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The COVID-19 pandemic created a mixed scenario for the market. While many dental clinics faced closures during lockdowns, leading to reduced professional whitening treatments, consumer interest in at-home whitening kits surged significantly. According to the British Dental Association’s 2020 report, sales of at-home dental kits in the U.K. increased by 87%, reflecting a clear consumer shift toward self-care solutions.
The growing availability of cosmetic dentistry services has encouraged consumers to adopt professional whitening treatments, driving market growth. According to the American Dental Association (2022), the U.S. had 214,700 dental hygienists and 363,880 dental assistants, highlighting the scale of cosmetic dentistry adoption.
Consumers are increasingly incorporating oral hygiene into their lifestyle routines, boosting demand for teeth whitening products. In 2024, Dr. Dento launched natural ingredient-based oral care products, reflecting the shift toward healthier formulations.
The launch of LED light-activated gels, laser whitening treatments, and advanced at-home kits has enhanced effectiveness and convenience. In February 2024, Philips Oral Healthcare launched its Sonicare Tooth Whitening Kits, strengthening its product portfolio.
Despite growth opportunities, sensitivity and gum irritation caused by whitening products limit consumer adoption. Concerns over side effects often push consumers toward alternative dental care solutions, restraining overall market expansion.
Major players are focusing on digital marketing campaigns, influencer collaborations, and product innovations to expand consumer reach. For instance, Superdrug Stores plc in the U.K. launched the Healthy Smile Campaign with a 20% price reduction on ProCare products to boost adoption.
The global teeth whitening market is set for strong growth, driven by cosmetic dentistry adoption, oral hygiene awareness, and advanced whitening technologies. With Asia Pacific at the forefront and North America leading in innovation, the industry is poised to expand significantly through 2032.