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The teeth whitening gels market size is forecast to increase by USD 69.41 million, at a CAGR of 3.82% between 2022 and 2027. Increasing online availability of products is the key factor driving the growth of the market. The gradual shift to online shopping has amplified the growth potential of the e-commerce sector. As a result, the increasing penetration of the Internet leads to increasing awareness towards online purchasing of personal products such as teeth whitening gels. Teeth whitening gels are sold through third-party distributors like Amazon and eBay. These portals provide a wide range of products to reach locations and regions that lack suppliers and distributors. As such, an increase in the number of digital portals that offer makes it easier for consumers around the world to purchase products after comparing prices and product features. Thus, this is expected to propel the growth of the global teeth whitening gels market during the forecast period.
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The market caters to various needs, including old age-related tooth ailments and cosmetic dentistry. With the rise of medical tourism, consumers seek treatments endorsed by organizations like the American Academy of Cosmetic Dentistry. Dentists employ professional whitening techniques, while consumers opt for at-home whitening gels containing hydrogen peroxide. FDA regulation ensures safety and quality in toothpaste and strips formulations.
This market report extensively covers market segmentation by distribution channel (offline and online), type (hydrogen peroxide and carbamide peroxide), and geography (APAC, North America, Europe, South America, and Middle East and Africa).
Hydrogen peroxide is an acidic chemical compound in its pure form. Hydrogen peroxide is commonly used to whiten teeth, both professionally and in self-help products. The main ingredient of the teeth whitening system is hydrogen peroxide. The gel is pressed into a rubber tray that wraps around the tooth, allowing the hydrogen peroxide to come into direct contact with the tooth surface, where it removes stains and brightens the overall color of the tooth. Therefore, the high application of hydrogen peroxide in teeth whitening gel will drive the growth of the segment and hence the market during the forecast period.
Carbamide peroxide is a combination of hydrogen peroxide and carbamide (urea). The oxidizing power of carbamide peroxide begins to show after the first two hours and persists for another six hours. The carbon peroxide in the gel penetrates the enamel, removing stains and making teeth whiter. Bleaching treatment can cause tooth sensitivity in the short term. However, when done correctly, teeth whitening with carbamide peroxide is safe. Therefore, the increasing demand for teeth whitening gels will drive the growth of the segment during the forecast period.
The market share growth by the offline segment will be significant during the forecast period. Factors such as business expansion and an increase in the number of hypermarkets, supermarkets, convenience stores, and warehouse clubs of key retailers are contributing to driving sales through offline sales channels. Factors considered by consumers when purchasing products from hypermarkets, supermarkets, convenience stores, and club stores include convenience, large SKUs, and a wide variety of brands.
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The offline segment was valued at USD 271.96 million in 2017 and will continue to grow until 2021. Walmart Inc. (Walmart) is the largest hypermarket that supplies teeth whitening gels in the US. The Department Stores segment holds the second-largest share of the offline distribution channel segment in the market. The availability of all products in one place is a key factor driving consumers to choose department stores to purchase products such as teeth whitening gels. Hence, these factors will fuel the growth of the offline segment of the global teeth whitening gels market during the forecast period.
The convenience of purchasing oral care products such as whitening gels online is a significant factor in the growth of this segment. Omnichannel retail is growing in popularity as it helps market players to generate more revenue. High internet penetration rates and excessive smartphone usage have a positive impact on online platform purchases. Most of the major players sell their products from their own websites, which make up a significant portion of their total revenue. Thus, such factors will fuel the growth of the online segment in the market during the forecast period.
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APAC is estimated to contribute 35% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Factors such as increasing urbanization, increasing purchasing power, changing tastes and preferences, growing awareness of oral care products such as teeth whitening gels, and the mass adoption of products Improved oral hygiene are expected to drive the market notably.
Moreover, some of the major countries in the APAC teeth whitening gel market include China, Japan, and India. Colgate-Palmolive, Beaming White, GoSmile, and others are some of the well-known companies operating in the teeth whitening gel market in the APAC region. However, many international companies are also investing heavily in the region to capitalize on the high potential that the market is expected to bring during the forecast period.
In the dynamic market, dental procedures are influenced by societal trends, including the desire for an attractive smile promoted through social media. Brands like White Dental Beauty and Crest Whitening Emulsions are endorsed by dental surgeons and cosmetic dentists, reflecting the demand for cosmetic dentistry. Despite challenges like unemployment levels, telemedicine facilitates access to treatments, often covered by private dental insurance. Consumers seek gels, paint-on whiteners, and rinses to counteract staining from chlorine, tobacco, and caffeine in toothpaste formulations. Our researchers analyzed the data with 2022 as the base year, along with the key trends, and challenges. A holistic analysis of drivers, trends, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.
Increasing M&A activities is the primary trend in the market. Mergers and acquisitions among the major market players have increased over the past few years. Through mergers and acquisitions, suppliers strengthen their positions in new markets. Almost all major players are looking for inorganic growth to diversify their offerings. Reputable market players attract smaller suppliers to access new services and technologies at a lower cost.
Moreover, successful mergers and acquisitions help increase the market share of suppliers. For example, in December 2021, Church and Dwight acquired the entire outstanding equity of Dr. Harold Katz, LLC, and HK-IP International, Inc., the owner of the dental care product trademark. mouth THERABREATH (TheraBreath Acquisition). Therefore, an increase in M&A activity among suppliers will fuel the growth of the market during the forecast period.
The availability of counterfeit products is a challenge that affects the growth of the market. Many domestic and international companies manufacture and sell a wide range of innovative and high-quality products for the global oral hygiene industry. The availability of counterfeit products acts as a barrier to the expansion of the market. Furthermore, it damages the company's consumer base and brand value.
For example, denture gels may contain petrochemicals, diethylene glycol, and other dangerous substances that can be harmful to the user's oral health. These products are marketed in the market without any safety testing. Therefore, the appearance of counterfeit goods will seriously affect the brand value and limit the company's sales. This will also impede the growth of the market during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The teeth whitening gels market report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the market growth and forecasting report also includes key purchase criteria, and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
The market research and growth report forecasts market growth analysis by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
The market is witnessing significant growth driven by factors such as population demographics, industry advancements, and rising disposable income in developing countries. With a growing focus on dental aesthetics, particularly among the geriatric population and women, motivational factors and media exposure are fueling the demand for beautification and restorative procedures. Brands like Racounter, Oralgen NuPearl, and Oral-B offer innovative products like Crest Whitening Emulsions + Overnight Freshness and Chewing Gums with Green Tea Leaf Extract for enhanced wellness. However, challenges such as surgical site infections and regulatory framework pose restraints, emphasizing the need for technological innovations and oral hygiene awareness.
Additionally, the market caters to diverse demographics, including American adults seeking solutions from London dental surgery and other dental practices worldwide. Patient epidemiology drives pipeline analysis and pricing analysis for products like Stripes containing Calcium Carbonate. Consumers opt for corded or cordless options, with technologies like Halogen and UV, for effective results. Despite depth expert analysis on bleaching teeth, concerns about contaminants and side-effects highlight restraints/challenges like local effects. Innovations focus on dental restorative materials preserving enamel surface, with companies emphasizing geographic expansions and investment in research and development to broaden product width and breadth.
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Market Scope |
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Report Coverage |
Details |
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Page number |
157 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Market forecasting period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 3.82% |
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Market growth 2023-2027 |
USD 69.41 million |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
3.18 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 35% |
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Key countries |
US, China, India, UK, and Germany |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
AuraGlow, Beaming White LLC, BMS Dental srl, CCA Industries Inc., Church and Dwight Co. Inc., Colgate Palmolive Co., CosmoLab Manufacturing, DaVinci LLC, FGM Dental Group, GLO Science, GoSmile LLC, Matrix Whitening, NovaWhite, Only Kosmetik GmbH, Oralgen, Pearly Whites, ProWhiteSmile, Ultradent Products Inc., WSD Labs USA Inc, and Zhengzhou Huaer Electro Optics Technology Co. Ltd. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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