Online Teeth Whitening Products Market Size Estimated to Reach $2.3 Billion by 2027

The online Teeth Whitening Products Market size is estimated to reach $2.3 billion by 2027. Furthermore, it is poised to grow at a CAGR of 5.9% over the forecast period of 2022-2027. Teeth whitening is the process by which one can remove the tough stains from one’s teeth. It also helps in enhancing one’s smile. The whitening effect is the primary reason for people opting for such products. The afflicted people using the products need to have information regarding the use of the same as there have been cases where the high amounts of hydrogen peroxide damaged the entire tooth enamel and resulted in other diseases/ailments. Hence, people using the said products should take a look at the ADA mark, as it forms the seal of acceptance. Moreover, there are products available in the market which seem to fulfill the motto of solving the tooth discoloration problem. However, the product uses ingredients such as activated charcoal, which further cause the discoloration process to elongate. Lastly, tooth wear products are launched in line to provide ease and transportability to busy consumers.

Factors such as rising awareness pertaining to oral health along with the need to fulfill aesthetic purposes by using the targeted solution for dental care are driving the online teeth whitening products industry forward in the projected period of 2022-2027.

Online Teeth Whitening Products Market Segmentation Analysis – By Product Type

The online teeth whitening products market based on product type can be further segmented into Toothpaste, Gel and Strips, Light Teeth Whitening Device, and Others. The toothpaste segment held a dominant market share in the year 2021. It is owing to the ease with which one can apply the said products. The toothpaste contains various ingredients which act as an abrasive and help in removing the strains, thereby giving a whitening effect. Researchers have continually tried to improve the products in terms of efficacy and in climate control as well.

Moreover, the toothpaste segment is estimated to be the fastest-growing, with a CAGR of 6.7% over the forecast period of 2022-2027. It is owing to predominant product launches being seen in this product category. Further, the products are in-line with the budgetary constraints. For example, Colgate Visible White- A teeth whitening product toothpaste only costs INR 99 for their 100 grams of packaging. Additionally, a normal toothpaste only costs close to INR 75-85. Hence, low-cost differentiation will further allow the consumers to change their preferences.

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Online Teeth Whitening Products Market Segmentation Analysis – By Distribution Channel

The online teeth whitening products market based on distribution channels can be further segmented into Brand websites, Third-Party Vendors, Supermarkets and Hypermarkets, and Others. Third-party vendors or online marketplaces held a dominant market share in the year 2021. It is owing to predominantly two reasons. Firstly, the products are offered at slightly lower rates than their counterparts. Secondly, people get additional membership and other benefits while purchasing from such vendors. For example, marketplace vendors like Flipkart provide their consumers with certain designated coins after placing any order. Moreover, those coins can be used to elongate their membership. One of the predominant advantages of membership is now additional delivery costs. Hence, consumers are stuck in the loop and also in-cash benefits which have allowed the following segment to hold.

Moreover, the third-party vendors or online marketplaces are estimated to be the fastest-growing, with a CAGR of 6.9% over the forecast period of 2022-2027. The reasons remain in line with the above. Moreover, brands have started positioning their products as “easy to apply”- “gives the flexibility to apply it anywhere.” The following brand positioning will allow the segment to grow at a rapid pace.

Online Teeth Whitening Products Market Segmentation Analysis – By Geography

The Online Teeth Whitening Products Market based on Geography can be further segmented into North America, Europe, Asia-Pacific, South America, and the Rest of the World. North America’s online teeth whitening product market held a dominant share of 37% as compared to the other counterpart regions in 2021. It is owing to the region’s predominant spending on dental care and aesthetics. In 2019, around 307 million Americans used toothpaste, which is estimated to grow with new product innovations. Moreover, around 65% of adults aged above eighteen visited a dental clinic in 2019. Lastly, new product launches have been made, which aligns with climate change, and sustainable practices have allowed the region to hold dominance.

However, Asia-Pacific is set to offer lucrative growth opportunities to marketers. It is owing to the rising disposable income within the countries along with the rising setups pertaining to dental cosmetics. Lastly, brands such as Colgate and others are actively launching new products at a low-price differential than the usual toothpaste, which will allow the market to grow in the projected period of 2022-2027.

Online Teeth Whitening Products Market Drivers

The rise in tooth discoloration factors has aided the online teeth whitening products market

Scientists have discovered various factors which can act as a potential reason to cause one’s teeth to look yellow. Coffee, tea, and soda are some of the prime example’s examples that can make one’s teeth look yellow. Coffee contains tannins within them, which can alter the pH balance of the mouth and also discolor one’s teeth. Additionally, the demand for coffee has been on the rise. As per our analysis, after the pandemic, around 85% of the coffee drinkers were having coffee at home, which is a substantial rise of 10% from the year before. Additionally, the average daily consumption per capita is now close to 2 cups. Additionally, around 40% of Americans bought new forms of coffee during and after the pandemic. The rise in the urbanization factor has increased the demand for caffeine-related products such as coffee, and in turn, has benefitted the online teeth whitening products market.

The demand for cosmetic dentistry has benefitted and aided the growth of teeth whitening products

More and more people are now identified who want to change their overall looks and personality. People have started realizing that their smiles can go a long way and also help in enhancing their personality. As per a survey conducted by the American Academy of Cosmetic Dentistry, around 74% of the population felt that an ugly smile or their yellow teeth could reduce their chances of landing their dream job. Moreover, a nice and healthy grin makes one more approachable and hence, increases their social and personal life. Finally, a substantial amount has been spent on dental cosmetic procedures in developed countries. The following reasons have allowed for the growth of teeth whitening products.

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Online Teeth Whitening Products Market Challenges

Illegal or non-regulated amounts of ingredients in the whitening products can cause substantial damage and have acted as a key challenge

Various researchers have concluded that an increased amount of hydrogen peroxide can cause more damage than good. Moreover, there are a lot of web testimonials that govern that the products being sold on the online marketplaces have an unregulated amount of the said ingredient. Moreover, out of the survey of 36 whitening products, researchers found that 21 products had an increased (more than permitted- 0.1%) amount of hydrogen peroxide. And lastly, there were products that contained 30% hydrogen peroxide, which is 300% more than regulated amounts. The following reasons have been a key challenge that the market needs to address.

Online Teeth Whitening Products Market Competitive Landscape

Product launches, mergers and acquisitions, joint ventures, and geographical expansions are key strategies adopted by players in the online teeth whitening products market. The top 10- online teeth whitening products market companies are-

Brodie & Stone
Church & Dwight Co. Inc.
Colgate-Palmolive Company
Dr. Fresh LLC
GlaxoSmithKline PLC
GLO Science
Henkel AG & Co. KGaA
Johnson & Johnson
Unilever
Proctor & Gamble

Recent Developments

In February 2020, P&G launched its new teeth whitening applicator. The following applicator looks like a pen and is designed to remove the yellow stains on one’s teeth. The product innovation has been kept aligning the people’s busy lives, and their want to have products that are portable and easy to apply. The ingredients used for the same are hydrogen peroxide, sodium hydroxide, the anti-tartar agent disodium pyrophosphate, the thickening agent’s carbomer, and glycinin, the artificial sweetener sucralose, and unspecified flavor. The whitening gel is dispensed through a brush by removing the cap and twisting the bottom of the pen clockwise.

In February 2020, Wellness launched its eco-friendly teeth whitening toothpaste. The product is made of calcium carbonate, peppermint, stevia leaf, and green tea leaf extract. It is available in only one flavor- Fresh Mint. Interestingly, the packaging of the product is made of sugar cane, and hence the entire product is recyclable and compostable. The following comes in line with the uprising of sustainable practices. Moreover, the company plans to keep the following policy of providing recyclable products for all its other products.

In April 2020, Oralgen NuPearl launched its Probiotic Oral Care Whitening Toothpaste. The product is available in sparking spearmint and polished peppermint flavors. It is designed to balance the bacteria ratio in one’s mouth owing to the presence of various pre-biotics or healthy bacteria. Also, the product is fluoride-free. The key ingredients which are used are white turmeric and dead sea salt to reduce stains, control plaque build-up and strengthen tooth enamel and gum health.

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Key Takeaways

Geographically, North America held a dominant market share in the year 2021. It is owing to the number of people opting for such products, which in turn enhances the overall look of their teeth. Moreover, the western region such as America has seen a steady rise in dental visits for various purposes of which dental cleaning and whitening have been a predominant reason. However, Asia-Pacific is set to offer lucrative growth opportunities to the marketers owing to an increased sales outlook pertaining to such products due to better trade relations and an increased opportunity to explore the newer- and highly paying market.

An increase in coffee/caffeine consumption owing to urbanization will lead to discoloration and yellowing of teeth, which in turn has allowed for the growing preference of choosing teeth whitening products. The listed reason has acted as a key driver. However, owing to high levels of hydrogen peroxide and other side effects, the market is facing friction, and hence, is a grave market challenge.

A detailed analysis of strengths, weaknesses, opportunities, and threats will be provided in the Online Teeth Whitening Products Market Report.

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