According to the Hexa Research report in 2016, the global market of teeth whitening products was valued at USD 5.56 billion. Experts predict that the global market size of these products will reach USD 7.40 billion by 2024.
Market situation
The global teeth whitening market is consolidated due to the presence of a limited amount of international manufacturers. Business expansions like mergers and alliances are increasingly implemented by global market leaders. Acquisition of Ciba-Geigy – an Indian teeth whitening brand by Colgate-Palmolive is an example proving that. Those types of market activities suggest a major shift in interest from mature North American markets to Asia Pacific region. The latter one – based on Hexa Research report from 2017 – was growing the fastest at a CAGR of 4.3%. Experts believe that although Europe was accounted for the largest share in terms of the revenue (38.4%), it is the Asian market that seems to be the object of the market leaders interest.
Factors driving teeth whitening market
The changing consumption trends stimulated by western culture have elevated the demand not only for the teeth whiteners but also for other beauty products. Increasing pressure to look glamorous and model-like, create demand for cosmetic products that previously were available in specialty stores and offices only. Experts believe that the major shift towards more sophisticated beauty products such as whitening gels is also associated with the growth of consumerism in the medical & dental industry. Such an approach allows the patients to consider themselves as consumers which modifies their expectations towards dental services and as changes their purchasing behavior patterns. Other sources explain the growth of teeth whitening market in increasing consumption of food and beverages associated with teeth stains. These natural consequences of drinking coffee, red wine or tea may now be eliminated by teeth whitening products, that effectively remove such organic discolorations.
Product types
The global market is rich in various types of teeth whitening products including whitening toothpaste, whitening strips, whitening gels, whitening pens, and others. The whitening toothpaste segment was accounted in 2016 for 86.3% of the market revenue share, and – according to Hexa Research report – was expected to grow further. Whitening strips are projected to note the fastest growth rate at a CAGR of 4%. Besides teeth whitening products there is a number of dental accessories such as LED accelerators, whitening trays, dental floss, and others, of which the sales volume is expected to grow over the forecast period.
Teeth whitening brands
The leading companies of teeth whitening products include Colgate-Palmolive, Proctor & Gamble, Unilever, GlaxoSmithKline, Johnson & Johnson, Brodie & Stone, Go Smile, Henkel and Church & Dwight. Recent news suggests that some less known brands such as Blanx and Dr. Martin Schwarz also aspire to take a piece of teeth whitening cake.
