Professional Teeth Whitening Market Size, Share & Trends Analysis Report By Product (Whitening Gels and Kits, Whitening Trays, Others), By Procedure (Light-Activated, Chemically Activated), By End-User (Dental Clinics, Hospitals and Dental Academic Institutes) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Market Overview

The global professional teeth whitening market size was valued at USD 2.47 billion in 2022. It is estimated to reach USD 3.90 billion by 2031, growing at a CAGR of 5.21% during the forecast period (2023–2031). It is anticipated that teeth whitening techniques will benefit from the rising prevalence of tooth discoloration over the projection period.

The process of lightening the color of human teeth is known as tooth whitening or bleaching. Transforming the intrinsic or extrinsic color of the tooth enamel can be used to whiten teeth that have become discolored over time due to various causes. Bleaching refers to the chemical degradation of chromogens within or on the tooth.

Professional teeth whitening, or "in-office bleaching," is one of the most sought-after cosmetic dentistry procedures. The procedure entails the application of a peroxide gel with a relatively high concentration to the teeth after the gums have been protected with a rubber dam. For a stronger, more thorough whitening effect, the peroxide is left on the teeth for 15 to 20 minutes and is administered multiple times. The procedure requires extreme care. The procedure must be carried out under close supervision by a dentist or a qualified dental technician to guarantee a safer and more comfortable experience.

Market Dynamics

Global professional teeth whitening market drivers

Growing awareness of oral hygiene and aesthetic dentistry

The demand for teeth whitening has improved in the last ten years. The growing awareness of oral hygiene is one of the driving factors for the tooth whitening market. The evolution of aesthetic dentistry or its fundamentals is based on understanding the teeth' natural positions, arrangements, shapes, colors, and proportions to imitate nature as closely as possible. Many scientists for many decades have evaluated this concept and the parameters associated with it.

WHO developed and endorsed robust regional strategies and called for action on oral health in the African, Eastern Mediterranean, Southeast Asian, and Western Pacific regions. Significant advancements are noticed in orthodontics, periodontal surgery, and oral and maxillofacial surgery. Recently, digital technology has been used for 3D planning and implementation of truly natural, unique, and aesthetic smiles. Artificial intelligence and machine learning will probably automate aesthetic evaluation, smile design, and treatment planning in the future.

Consumption of alcohol and tobacco driving teeth discoloration and dental caries

Globally, alcohol carries almost the same disease burden as tobacco and is associated with acute and chronic health conditions and social problems. The harmful influence of alcohol and smoking on the general health and internal organs is well known. Alongside this, the health of the teeth and gums is also seriously affected. Numerous compounds in nicotine and the acidity of alcohol can significantly improve the risk of oral cancer by damaging gum tissue.

The changing lifestyle habits and consumption of alcohol and tobacco in youth aged 10−30 years report higher growth and adverse effects such as plaque buildup and calculus, dry mouth (xerostomia), bad breath (halitosis), gum disease, and tooth discoloration. Vendors and professionals are expected to spend large amounts of money and time improving the overall appearance of the teeth. Hence, whitening treatments are expected to surge significantly among consumers in the market. With the increasing incidences of teeth staining, teeth whitening procedures are expected to be favorably impacted during the forecast period.

Global professional teeth whitening market restraint

Lack of reimbursement for dental aesthetics

Teeth whitening is considered a cosmetic process and not essential to dental health. Dental insurance usually does not cover teeth whitening expenses for this reason alone. Consumers have to pay for 100% of the treatment cost, regardless of the type of teeth whitening kit that they choose. Therefore, choosing the best system can vary greatly from person to person since each one has a different budget and schedule. Thus, the lack of reimbursement for dental aesthetics is expected to restrain market growth.

Global professional teeth whitening market opportunities

Rising partnerships focusing on new product developments

Teeth whitening has been the subject of extensive clinical studies since the first hydrogen peroxide whitening strips were introduced. FGM Dental Group has made consistent investments in research and development, demonstrating a keen awareness of market demands and the requirements of specialists in the field. The company leverages its strong affiliations with prestigious colleges and global research institutions to support its scientific approach in developing innovative solutions and expanding its portfolio with progressive offerings.

Additionally, DMC sponsors projects like these and many others in the final phase, as well as its private laboratories that protect the trade secrets of a product in the experimental phase. Therefore, the priority of DMC is to promote research that expresses the most modern concepts of technology integration and social responsibility expressed in protecting the environment. For instance, DMC announced its latest partnership with the Foundation for Scientific and Technological Development in Dentistry (Fundecto), which provides students and patients free access to the latest technologies in light-curing, photo-activated teeth whitening, and laser therapy. Such partnerships create opportunities for market growth.

Regional Analysis

Based on region, the global professional teeth whitening market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

Europe dominates the global market

Europe is the most significant global professional teeth whitening market shareholder and is estimated to exhibit a CAGR of 4.92% over the forecast period. Europe is growing healthy and is expected to continue during the forecast period. Germany, France, the UK, Italy, and Spain are the major revenue generators in the region. With increasing social media platforms, people are becoming more aware of their appearance and personality. They are increasingly focusing on the aesthetic appeal of their smile, which impacts the demand for esthetic dental solutions. This is expected to be efficiently achieved with the help of several teeth whitening options or procedures in the market.

In addition, the government and national authorities in the region are expected to introduce several policies and regulations to increase awareness among consumers about dental health and hygiene. For instance, water fluoridation programs in Serbia, the UK, Spain, Ireland, and Poland. Along with the increasing number of initiatives and health campaigns started by the government, oral care awareness among consumers is expected to rise significantly, opening avenues for adopting and using teeth-whitening products.

North America is anticipated to exhibit a CAGR of 5.15% over the forecast period. The increasing prevalence of teeth staining among individuals due to overconsumption of stain-causing drinks and food, poor dental hygiene, and fluoride in the water are viable factors for increasing the demand for teeth whitening products in the regional market. Smoking has a major impact on dental esthetics, proving to be the cause of several oral diseases. In North America, smoking has decreased; however, as per the Centers for Disease Control and Prevention (CDC), in 2019, nearly 34 million American adults were smokers. According to dental studies, nearly 30% of smokers are expected to witness moderate to severe levels of discoloration of teeth in comparison to individuals who do not smoke.

Smoking is expected to lead to staining of the tooth edges and the gum line. Hence, with the usage of teeth whitening products, these can be reduced to a maximum extent to remove tough stains proficiently. Consequently, with the introduction of various teeth whitening procedures, consumers are anticipated to appear youthful, more attractive, and more confident.

In Asia-Pacific, the professional teeth whitening market is expected to witness a surging demand during the forecast period owing to the rising spending power of consumers. Japan, China, India, Australia, and South Korea are the major revenue generators in the region. The surging awareness among consumers about the importance of good oral hygiene and how to prevent problems related to the same is expected to impact the overall dental care or hygiene products demand favorably. Moreover, the increasing number of small/private clinics and rising dental healthcare expenditure are anticipated to boost the overall dental care market demand in the region. For instance, in China, there are approximately 137 dentists per million people.

In the Middle East and Africa, healthcare spending is anticipated to increase, accounting for approximately 4.6% of the overall GDP by 2026 from 4.2% in 2016. The increasing consumption of food that causes stains, such as coffee, tea, and wine, as well as tobacco consumption that causes teeth discoloration, is anticipated to favorably impact the teeth whitening products market in the region. According to the Tobacco Atlas, 2018, nearly 29% of adults in the Middle East and Africa use tobacco daily. With the growing widespread tobacco usage, consumers will likely have stains on their teeth, driving the adoption of teeth-whitening products. Key market players in the region are increasingly focusing on developing several innovative products, favorably impacting the sales of the overall teeth whitening products in the region.

Segmental Analysis

The global professional teeth whitening market is bifurcated into product, procedure, and end-user.

Based on the product, the global market is segmented into whitening gels and kits, whitening trays, and others. 

The whitening gels and kits segment is the highest contributor to the professional teeth whitening market and is projected to grow at a CAGR of 5.42% throughout the forecast period. Professional teeth whitening has been shown to provide whiter, brighter, more consistent, and longer-lasting results than over-the-counter and take-home products. One of the causes is that only professionals have access to the highest quality whitening gels, the active ingredient that triggers the whitening process.

Nowadays, various branded whitening systems are used in dental practices. One of these kits in dental offices is the Colgate Optic White Professional in Office Whitening Kit. This kit is a 30-minute treatment with 35% hydrogen peroxide (gingival barrier required) that achieves an average of more than seven color enhancements. It is developed to avoid tooth sensitivity. A reusable whitening device is included in the kit.

Dentist-made teeth whitening trays are by far the best option over over-the-counter products. It is a contrast to all the one-size-fits-all products that are available over the counter. The dentist performs a thorough dental exam before making the custom teeth whitening tray. This exam intends to identify the cause of tooth discoloration. A peroxide-based tooth whitener will not beautify the teeth if the dentist finds tetracycline stains, veneers, or crowns in the mouth.

Based on procedure, the global market is segmented into light-activated and chemically activated procedures. 

The light-activated segment is the largest contributor to the market and is projected to exhibit a CAGR of 5.51% over the forecast period. In-office whitening uses a relatively higher concentration of bleach or gel for a shorter period, while home whitening uses a lower concentration of such agents. The concentration of a bleaching agent used in practice is normally between 25% and 35% hydrogen peroxide or 35% hydrogen peroxide. They are often used with activating agents such as light or lasers.

In addition, the high demand for modern dental practices by patients and physicians has prompted manufacturers to promote the dental profession with advertisements emphasizing that light-activated teeth whitening is the latest technology and should be part of the dental profession. The introduction of light-activated devices such as plasma arcs, light-emitting diodes, argon lasers, and halogen metal halide and xenon lights by dental manufacturers has helped create a new category of whitening systems.

Chemical teeth whitening is simply applying a hydrogen peroxide-based whitener to your teeth for a specified period, usually three applications of 20 minutes each. The hydrogen peroxide concentration is usually higher than in light-activated methods. The lightening enamel, which consists of one or more abnormal stains, recovers its original color and transparency to the greatest extent possible. In order to achieve this goal, there are various techniques and numerous bleaching chemicals, like hydrogen peroxide and carbamide peroxide, in different concentrations used in dental practices.

Based on end-users, the global market is bifurcated into dental clinics and hospitals and dental academic institutes. 

The dental clinics segment dominates the global market and is predicted to exhibit a CAGR of 5.53% during the forecast period. Dental clinics carry out a large number of professional teeth whitening procedures. Teeth whitening is considered one of the cosmetics procedures, but it needs skilled and professional supervision. Consumers have a preference for seeking dental care from professional dentists rather than relying on over-the-counter (OTC) or home treatments, owing to their heightened awareness of the oral and dental ailments linked to the consumption of tobacco, smoking, and alcohol.

Dental treatment for patients with special needs, whether medically or severely disabled, can be complex and requires an interdisciplinary and holistic approach. Therefore, hospitals are ideal places to treat these patients, as specialized technical and human resources are available at these centers. The hospital environment supports central or core services that allow dental practices to interact with other clinical and surgical disciplines, facilitating diagnosis and treatment. This integration with oral and maxillofacial surgery clinics and oral pathology is particularly relevant.

Recent Developments

• August 2023- MOON Oral Beauty, an innovator in oral care, introduced the Luminous Shine Teeth Serum, heralding the brand's entry into premium oral beauty products. This advanced teeth whitening serum combines clinically proven whitening power with anti-aging hydration properties, ensuring rapid teeth whitening results in less than ten days.
• February 2023- SmileDirectClub, Inc., a next-generation oral care firm with the first MedTech platform for teeth straightening, announced the inclusion of a new Sensitivity-Free Whitening Kit to its revolutionary line of high-quality, reasonably priced oral care products.