Teeth Whitening Products Market Report by Product (Whitening Toothpaste, Whitening Strips and Gels, Whitening Rinses, and Others), Type (Bleaching Agents, Non-Bleaching Agents (Surface Cleaners)), End User (Dentists, Home Users), Distribution Channel (Online, Offline), and Region 2025-2033

Teeth Whitening Products Market Report by Product (Whitening Toothpaste, Whitening Strips and Gels, Whitening Rinses, and Others), Type (Bleaching Agents, Non-Bleaching Agents (Surface Cleaners)), End User (Dentists, Home Users), Distribution Channel (Online, Offline), and Region 2025-2033

Report Format: PDF+Excel | Report ID: SR112025A3114

Market Overview:

The global teeth whitening products market size reached USD 6.0 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 8.5 Billion by 2033, exhibiting a growth rate (CAGR) of 3.9% during 2025-2033.

Report Attribute
 Key Statistics 
Base Year
2024
Forecast Years
2025-2033
Historical Years
2019-2024
Market Size in 2024
USD 6.0 Billion
Market Forecast in 2033
USD 8.5 Billion
Market Growth Rate 2025-2033 3.9%


Teeth whitening products refer to various chemical products used for restoring the natural shade of the teeth or whiten the tooth enamel. Surface whiteners, toothpastes, strips, gels, rinses, paint-on films, dental scalers, chewing gums, and whitening kits are some of the most commonly used teeth whitening products. They are usually manufactured using chlorine and bleaches and assist in removing the surface stains chemically or physically to change the color of the teeth. They are also effective in removing the traces of tobacco, caffeine and other contaminants that permanently discolor or damage the teeth.

The rising consciousness regarding oral hygiene among the masses represents one of the key factors driving the growth of the market. With the rising consumption of tea, coffee, tobacco and alcoholic beverages, consumers across the globe are increasingly experiencing discoloration of teeth and other tooth-related problems. This has driven the demand for cosmetic dentistry and teeth whitening products for self-grooming and maintaining the overall aesthetics. Additionally, various product innovations, such as the development of natural and herbal variants with instant results, are acting as other growth-inducing factors. These products do not consist of coarse abrasives and have negligible long-term effects on the teeth with therapeutic benefits. In line with this, aggressive promotional activities by product manufacturers and the easy product availability through proliferating e-commerce retail channels are also contributing to the market growth. Other factors, including the convenient availability of over the counter (OTC) teeth whitening products, along with rising expenditure capacities of the consumers, are anticipated to drive the market further.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the global teeth whitening products market report, along with forecasts at the global, regional and country level from 2025-2033. Our report has categorized the market based on product, type, end user and distribution channel.

Breakup by Product:

  • Whitening Toothpaste
  • Whitening Strips and Gels
  • Whitening Rinses
  • Others
     

Breakup by Type:

  • Bleaching Agents
  • Non-Bleaching Agents (Surface Cleaners)
     

Breakup by End User:

  • Dentists
  • Home Users
     

Breakup by Distribution Channel:

  • Online
  • Offline
     

Breakup by Region:

  • North America
    • United States
    • Canada
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Indonesia
    • Others
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
    • Russia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Others
  • Middle East and Africa
     

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players being Church & Dwight Co. Inc., Colgate-Palmolive Company, Den-Mat Holdings LLC, Dr. Fresh LLC (High Ridge Brands Co.), GlaxoSmithKline Plc, Henkel AG & Co. KGaA, Johnson & Johnson, Procter & Gamble Company, Unilever Plc and W&H (UK) Ltd.

Report Coverage:

Report Features Details
Base Year of the Analysis 2024
Historical Period 2019-2024
Forecast Period 2025-2033
Units Billion USD
Segment Coverage Product, Type, End User, Distribution Channel, Region
Region Covered  Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, Russia, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered Church & Dwight Co. Inc., Colgate-Palmolive Company, Den-Mat Holdings LLC, Dr. Fresh LLC (High Ridge Brands Co.), GlaxoSmithKline Plc, Henkel AG & Co. KGaA, Johnson & Johnson, Procter & Gamble Company, Unilever Plc and W&H (UK) Ltd.
Customization Scope 10% Free Customization
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Questions Answered in This Report

The global teeth whitening products market was valued at USD 6.0 Billion in 2024.

We expect the global teeth whitening products market to exhibit a CAGR of 3.9% during 2025-2033.

The rising consumer health consciousness towards personal hygiene, along with the introduction of natural and herbal teeth whitening product variants with instant results, is primarily driving the global teeth whitening products market.

The sudden outbreak of the COVID-19 pandemic has led to the changing consumer inclination from conventional brick-and-mortar distribution channels towards online retail platforms for the purchase of teeth whitening-based products.

Based on the product, the global teeth whitening products market can be segmented into whitening toothpaste, whitening strips and gels, whitening rinses, and others. Among these, whitening toothpaste holds the majority of the global market share.

Based on the type, the global teeth whitening products market has been divided into bleaching agents and non-bleaching agents (surface cleaners), where non-bleaching agents (surface cleaners) currently exhibit a clear dominance in the market.

Based on the distribution channel, the global teeth whitening products market can be categorized into online and offline. Currently, online accounts for the largest market share.

On a regional level, the market has been classified into North America, Asia-Pacific, Europe, Latin America, and Middle East and Africa, where North America currently dominates the global market.

Some of the major players in the global teeth whitening products market include Church & Dwight Co. Inc., Colgate-Palmolive Company, Den-Mat Holdings LLC, Dr. Fresh LLC (High Ridge Brands Co.), GlaxoSmithKline Plc, Henkel AG & Co. KGaA, Johnson & Johnson, Procter & Gamble Company, Unilever Plc, and W&H (UK) Ltd.

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Teeth Whitening Products Market Report by Product (Whitening Toothpaste, Whitening Strips and Gels, Whitening Rinses, and Others), Type (Bleaching Agents, Non-Bleaching Agents (Surface Cleaners)), End User (Dentists, Home Users), Distribution Channel (Online, Offline), and Region 2025-2033
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