USA Teeth Whitening Product Market report

USA Teeth Whitening Product Market Report, By Product Type (Whitening Toothpaste, Whitening Gels and Strips, White Light Teeth Whitening Device, Other Product Type) Composition (Bleaching Agent, Non-Bleaching Agents) and Distribution Channel - Market Share, Trend Analysis & Forecast , 2019 - 2029

Report Code : 11545 | Publish Date : January 2023 | Industry : Healthcare | Geography : Country


Teeth whitening is the process of bleaching teeth to make them whiter and more attractive. Teeth whitening products are a non-invasive, simple treatment that effectively changes the color of tooth enamel. For those who want to whiten their teeth with one of the many whitening products on the market, there are free whitening products that remove stains and stains from the surface of teeth. During this procedure, teeth are whitened to remove traces of caffeine, tobacco, and other substances that can permanently damage or discolour them. A small portion of the oral care market in the USA is dedicated to teeth whitening. Wide range of teeth whitening products including mouthwashes, gels, paintable whiteners, toothpaste, gums, and patches.


With more and more people opting for cosmetic dentistry, the industry has made great strides. Developing countries generate a large amount of disposable income, which is the main reason for the prosperity of the market. The general geriatric population drives the growth of the age-related oral diseases industry. Factors such as the rising popularity of cosmetic dentistry, the growth of medical tourism for oral healthcare, and the introduction of numerous government initiatives for public oral healthcare are some of the factors responsible for the market's growth. The importance of oral health and hygiene is due to the important role that a smile plays in their personalities which promotes the growth of the market. Furthermore, rising disposable income and changing lifestyles are also slowing down market growth over the forecast period.


Many companies are focusing on strengthening their product portfolios across segments through innovation and improving capital adequacy. Manufacturers are starting to make teeth-whitening products, and also investing in the expansion of their online and offline distribution networks through strategic partnerships and contracts, which will lead to more teeth-whitening product models during the forecast period. Moreover, market players offer new and updated solutions for teeth whitening products, offering market players profitable opportunities during the coming forecast period of 2023 to 2029.


The increasing rate of tooth discoloration is expected to restrain the growth of the market. Moreover, lower awareness and stagnant adoption among consumers towards this market may also hamper the market’s growth in the future. 


However, during the early stages of the COVID-19 pandemic, dental services were hit the hardest. Dental practices around the world are being disrupted. With no patient visits and declining revenue, many dentists are facing unforeseen challenges.


The report provides an in-depth analysis of the USA teeth whitening products market, market size, and compound annual growth rate (CAGR) for the forecast period of 2023-2029, considering 2022 as the base year. Increasing demand for various teeth whitening products in various distribution channels signifies increased demand in the market, which is expected to grow at a certain CAGR between 2023 and 2029.



The USA teeth whitening products market comprises different market segments like product Type, composition and distribution channels. 


By Product Type, the teeth whitening products include key segments of 

  • Whitening Toothpaste
  • Whitening Gels and Strips
  • White Light Teeth Whitening Device
  • Other Product Type

Whitening toothpaste is designed for regular application, at least twice a day. These toothpastes offer long-term results through a combination of abrasives that polish the teeth and chemicals that break down stains. As whitening toothpaste is highly affordable and easily available, the whitening toothpaste segment is expected to account for the largest market share during the estimated period. Furthermore, the presence of key market players like Colgate-Palmolive Company along with advancements in technology concerning improved product features and therapeutic benefits are expected to drive the growth of the segment. Whitening gels are clear, peroxide-based gels applied with a small brush directly to the surface of the user’s teeth. Whitening strips are very thin, virtually invisible strips that are coated with a peroxide-based whitening gel. The whitening gels and strips segment is expected to grow at the fastest rate over the projected period as teeth whitening gels and strips are useful in removing pigmentation and provide efficient results.


By Composition, the teeth whitening products include key segments of 

  • Bleaching Agent
  • Non-Bleaching Agents

Bleaching agents usually work for long periods and need time for better results. Whitening toothpaste usually works faster and has longer-lasting results. Hydrogen peroxide is one of the major bleaching agents used in the market. Hydrogen peroxide gently removes common food stains on the enamel and can make a big difference when it comes to whitening a user’s smile. Also, hydrogen peroxide works by removing external stains and in some cases internal stains, unlike toothpaste that uses high-purity silica, which only removes surface stains on the outer layer of teeth. Because hydrogen peroxide whitens teeth so well, higher concentrations can indeed speed up the whitening process. But for safety reasons, a higher percentage of hydrogen peroxide is only used in in-office teeth whitening performed by user dentists.


The different distribution channels for teeth whitening products are

  • Online
  • Offline

Technological awareness among customers is expected to have a positive impact on market growth. Established organizations and large enterprises are leaning towards online business because of the lower expenditure on communication and infrastructure. E-commerce offers an organization easier access to customers and thus the necessary store exposure is also achieved. Offline types of sales channels are expected to witness a faster pace owing to several consumer preferences in the market. The biggest advantage of offline shopping is that shoppers can view the products in person and are less likely to return the product due to quality concerns. Unlike online shopping, one can use the products immediately which is very suitable in the case of tooth whitener products. Offline shopping also provides the shopper with service and recommendations from staff on what suits the customer best. Hence, instant use and no waiting time are other advantages of offline shopping and are among the major factors expected to drive the market growth of the offline segment in the forecasted period.


The COVID-19 pandemic has highlighted a growing emphasis on personal hygiene and aesthetics in home dentistry. Dentists, as well as medical staff, nurses, and other healthcare workers are at the greatest risk of getting and spreading COVID-19. Dental offices around the world have been closed for the past few months. The pandemic has changed the way people access healthcare around the world, and dental care is no exception. As social distancing continues across the world, people are unable to visit their local dentists for routine or cosmetic dental procedures, thus increasing the demand for at-home whitening solutions for discolored teeth. Various products available over-the-counter and online platforms such as toothpaste, films, and gels have increased their adoption and positive market growth during the pandemic. Additionally, good oral hygiene is considered the best way to avoid respiratory infections in patients, especially those with COVID-19, according to a research paper published in the British Dental Journal in 2020.


The competitive landscape analysis of the teeth whitening products market is primarily driven by new product innovation, business expansion, and growing presence of numerous manufacturers operating in the teeth whitening products sector. Focus on expanding growth. To meet the growing demand of the market. The market also offers various products in different distribution channels to meet the necessary demand from consumers, which further contributes to the healthy growth of the market. 

The key players studied in the market are 

  • Church & Dwight Co. Inc.
  • Colgate-Palmolive Company
  • Dr. Fresh LLC
  • GlaxoSmithKline PLC
  • GLO Science
  • Henkel AG & Co. KGaA
  • Johnson & Johnson
  • Unilever United States
  • Proctor & Gamble
  • Ultradent Products Inc. 


By Product Type (Whitening Toothpaste, Whitening Gels, and Strips, White Light Teeth Whitening Devices, and Other Product Types), the whitening toothpaste segment is expected to dominate the market over the forecast period. Composition (Bleaching Agent, Non-Bleaching Agents) the bleaching agents are expected to dominate the market in the forecasted period. Distribution Channel (Online, Offline), the online distribution channel is expected to dominate the market in the forecasted period. 


Market Sizing for Year:
Base Year:
Forecast Period:
USD Million
Market Segment studied:



Distribution Channel

Market Players and Competitors:

Church & Dwight Co. Inc.

Colgate-Palmolive Company

Dr. Fresh LLC

GlaxoSmithKline PLC

GLO Science

Henkel AG & Co. KGaA

Johnson & Johnson

Unilever United States

Proctor & Gamble

Ultradent Products Inc.


What are the drivers for the teeth whitening products market?

The key driving factor of the market is demand for teeth whitening and dental treatments have increased.

Which is the leading distribution channels segment for the teeth whitening products market?

Online has accounted for the major market share, and is expected to witness growth at the highest pace during the forecast period.