Teeth Whitening Kits Market Research Report and Outlook by 2028

The global market for teeth whitening kits is anticipated to grow significantly, reaching an estimated US$ 9,626.04 million by 2028, up from US$ 6,209.80 million in 2021. This growth represents a compound annual growth rate (CAGR) of 6.5% from 2021 to 2028. The increasing awareness regarding personal appearance and the desire to enhance self-esteem are key factors propelling the market forward. However, the presence of misleading marketing practices and potential adverse effects associated with these products pose challenges to market expansion.

According to a report from the Centers for Disease Control and Prevention (CDC), over 26% of adults in the United States experience untreated tooth decay. Furthermore, 46% of adults aged 30 and older show signs of gum disease, with severe cases affecting approximately 9% of the adult population. These dental issues, including tooth decay and gum disease, are primary contributors to various forms of teeth discoloration, including both extrinsic and intrinsic stains, as well as dental caries. A report from the American Dental Association indicates that teeth whitening kits are effective in addressing both types of stains. Additionally, these kits are considered a standard, elective procedure that offers a less invasive aesthetic treatment option for individuals aiming to improve their oral hygiene.

In Australia and other affluent regions within the Asia-Pacific (APAC) area, the demand for teeth whitening kits is particularly high among individuals under the age of 35. In Australia, these kits are categorized as cosmetic products rather than therapeutic goods. A report from the Australian Dental Association reveals that 6% of young consumers prefer non-dentist services for teeth whitening. Moreover, around 50% of consumers seeking teeth whitening opt for do-it-yourself (DIY) products available over-the-counter (OTC) at pharmacies or online. The European Union has also reported that millions of teeth whitening kits have been sold globally. These kits can be applied using paint-on gels, strips, or mouth guards. The rising popularity of teeth whitening products can be attributed to the inclusion of low concentrations of hydrogen peroxide in whitening toothpaste and mouth rinses, which serve as disinfectants to prevent plaque buildup and gum inflammation. Such developments are driving the growth of the teeth whitening kits market.

Despite the market's growth potential, adverse effects associated with teeth whitening products and misleading advertisements are significant barriers. Prolonged exposure of gums to whitening solutions can lead to inflammation and redness, resulting in mild tooth sensitivity, particularly with higher concentrations of active ingredients found in both OTC and dentist-dispensed whitening kits.

Misleading marketing claims further complicate the market landscape. Research from the Australian Dental Association indicates that some manufacturers and non-dentist service providers make dubious claims about their products. For instance, certain products are marketed as "all-natural" and safer, yet they may contain chemicals like sodium chloride or sodium perborate. The Australian Competition and Consumer Commission (ACCC), along with state and territory consumer protection agencies, is tasked with monitoring such misleading advertisements. Regulatory bodies, including the Australian Dental Association, work to prevent the sale of kits that do not comply with established regulations by identifying misleading marketing practices. These factors collectively hinder the growth of the global teeth whitening kits market.

The global teeth whitening kits market is categorized based on product type and distribution channel. In terms of product type, the market includes whitening toothpaste, gels and strips, powders, whitening devices, and other products. The whitening toothpaste segment is projected to hold the largest market share from 2021 to 2028. According to a report from the Mayo Foundation for Medical Education and Research (MFMER), whitening toothpaste contains a chemical called blue "covarine," which adheres to teeth surfaces, creating an optical illusion that makes teeth appear less yellow. The American Dental Association (ADA) has awarded its seal of acceptance to products like Colgate Optic White Toothpaste (Sparkling White), confirming their effectiveness and safety in preventing tooth decay. Colgate's Optic White Impact Whitening Toothpaste contains higher levels of hydrogen peroxide, catering to individuals who may be more prone to staining from smoking. The ADA also notes that mechanical interventions, such as brushing with whitening toothpaste, can effectively reduce a variety of extrinsic stains.

The segment for whitening gels and strips is expected to experience the highest CAGR during the forecast period. Consumers favor these products due to their ease of use and affordability. A report from the National Library of Medicine highlights that dental bleaching using whitening gels is one of the most sought-after aesthetic treatments among dentists. These gels can be prescribed by dental professionals or purchased OTC, containing bleaching agents that lighten tooth discoloration.

Key sources referenced in the preparation of this report include the World Health Organization (WHO), the American Dental Association, the American Academy of Cosmetic Dentistry, the American Academy of Pediatric Dentistry, and the Australian Dental Association.