Teeth whitening products market to reach US$ 8.73 billion by 2031 due to growing aesthetic awareness, social media influence and rapid adoption of at-home whitening solutions
The global teeth whitening products market is witnessing significant growth, driven by increasing consumer focus on aesthetic dental appearance and the influence of social media. Key products include whitening strips, gels, toothpaste and in-office treatments, with North America leading the way in market share.
CHICAGO, Feb. 05, 2026 (GLOBE NEWSWIRE) — According to recent data from Astute Analytica, the global buy teeth whitening products is experiencing significant revenue growth, projected to grow from US$5,205.4 million in 2022 to US$8,732.6 million by 2031, representing a strong CAGR of 6.03% during the forecast period from 2023 to 2031.
A major driver behind the expanding teeth whitening products market is the growing global awareness and consciousness about oral health and hygiene. In recent years, consumers have become more aware of the importance of maintaining healthy teeth, not only for functional reasons but also for aesthetics. This increased focus on oral care has been further enhanced by the pervasive influence of social media, where aesthetic trends are rapidly shaping consumer desires and behaviors. Platforms like Instagram, TikTok and YouTube present idealized images of bright, white smiles, creating a strong incentive for people to invest in teeth whitening products as part of their beauty and grooming routine.
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Pursuing a healthier and whiter smile has been closely linked to enhancing one’s overall personality and social appeal. In many cultures, a bright smile is perceived as a symbol of confidence, youth and good health, making it a critical aspect of personal appearance. This cultural shift has led consumers around the world to seek solutions that improve tooth color and brightness, increasing demand for a variety of dental care products and procedures designed to meet these expectations.
Growing popularity of over-the-counter teeth whitening products
Over-the-counter (OTC) teeth whitening products have gained significant popularity in recent years in the global teeth whitening product market. Their affordability and user-friendly nature have made them an attractive choice for a wide range of consumers looking for effective dental care solutions without the expense or complexity associated with professional treatments. Wide availability of OTC products across various retail channels has been instrumental in broadening their reach and appeal.
OTC teeth whitening products are easily accessible in pharmacies, supermarkets and online markets, ensuring that consumers can conveniently purchase them without the need to visit the dentist. This easy accessibility has democratized teeth whitening, enabling people from different demographic and geographic backgrounds to improve their smile at their own pace and comfort. The ability to purchase these products locally or through e-commerce platforms has contributed significantly to the growth of the market.
A key factor driving the expansion of the OTC teeth whitening segment is the wide variety of products available to consumers. Options include whitening toothpaste, strips, gels and complete whitening kits, each designed to meet different preferences and levels of whitening intensity. This diversity allows consumers to choose products based on their unique needs, whether they are looking for gradual whitening through daily use or faster results with more intensive treatments.
The online segment is set to experience the fastest growth in the teeth whitening market
The online segment is expected to register the highest compound annual growth rate (CAGR) during the forecast period, owing to the growing preference for purchasing teeth whitening products through digital channels. The convenience and speed of online shopping offer significant advantages over traditional retail, allowing consumers to easily access a wide variety of products from the comfort of their homes.
One of the key factors driving the growth of the online segment is the widespread availability of teeth whitening products on several e-commerce platforms. These platforms offer an impressive array of options, including whitening toothpaste, gels, strips, LED kits and professional-grade solutions. This diversity allows consumers to find products tailored to their specific needs, preferences and budgets, improving their overall shopping experience.
The rise of online shopping and brand-specific websites also facilitates easy product and price comparison, encouraging consumers to explore and try new teeth whitening solutions without geographic restrictions. In addition, promotional offers, subscription services and home delivery add to the appeal of online shopping for dental care products.
Rapid growth of the home segment of the teeth whitening product market
The household segment is projected to exhibit the highest compound annual growth rate (CAGR) during the upcoming forecast period, largely due to the increasing adoption of at-home teeth whitening products. This trend is particularly strong in developing countries, where consumers are increasingly looking for convenient and cost-effective ways to maintain good dental hygiene and improve their appearance without frequent visits to dental clinics.
A key driver behind this growth is the growing awareness around dental health and the strong desire for a youthful, attractive smile. As more people recognize the importance of oral care in boosting self-confidence and social attractiveness, they are turning to teeth whitening solutions that can be used safely and effectively at home. This shift reflects a broader movement towards self-care and personal grooming, where consumers prefer products that fit easily into their everyday lives.
Additionally, the household segment benefits from the wide availability of affordable teeth whitening products specifically designed for home use. These products range from whitening strips and gels to toothpaste and LED light kits, offering consumers multiple options at various price points. The accessibility of these products through both physical retail stores and online platforms makes it easier for a larger population to purchase and use them regularly.
Asia Pacific Market leader in teeth whitening products
The Asia Pacific region is poised to hold the largest market share in the global teeth whitening products market, with an expected annual growth rate (CAGR) of 6.3% during the forecast period. This dominant position is fueled by a large and diverse consumer base, characterized in particular by a young population with increasing disposable incomes. As more people in the region become more aware of their appearance and oral hygiene, the demand for teeth whitening products continues to grow.
Asia Pacific is also recognized as the fastest growing market for beauty and personal care products, with China, Japan and South Korea standing out as key contributors to this growth. These countries have witnessed an increased interest in dental aesthetics, driven by cultural trends that emphasize a bright, attractive smile as a symbol of health and self-confidence. The availability of a wide variety of teeth whitening products—from whitening toothpastes and gels to strips and professional treatments—responds to diverse consumer preferences, further promoting market expansion.
A major factor supporting this growth is the strategic establishment of manufacturing facilities by major market players in the Asia Pacific region. By localizing production, companies can better respond to growing demand and tailor products to local consumer preferences. For example, Colgate-Palmolive operates a manufacturing plant in Guangzhou, China, specifically dedicated to producing teeth whitening products tailored for the Chinese market. Such investments not only enhance supply chain efficiency, but also highlight the region’s importance as a hub for the teeth whitening industry.
Some of the leading market players are:
Market Segmentation Overview
With solution:
By composition:
Hydrogen Peroxide
Carbopol
Glycerin
Others
By treatment option:
By sales channel:
By End User:
Dentist (Clinical Use)
Household
Microcosm
Adults
Old age
By Region
North America
Europe
Asia Pacific
Middle East & Africa
South America
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