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Latest teeth whitening statistics: usage, consumer spending, and more

At ALPINE WHITE, we know how important a bright smile is. Making a good first impression can happen in seconds, and having a white smile helps. We are leaders in teeth whitening and work hard to bring you products that not only make your smile look great but are also good for your teeth. In this article, we will look at the latest numbers and facts about teeth whitening. We'll cover trends, what people are doing, and how well different treatments work.

Andrea Seraina Author
Andrea Seraina
Dental Content Specialist
03.04.202417 min. reading time
alpine white, teeth whitening statistics

Teeth whitening statistics key takeaways

  • The worldwide market for teeth whitening grew at a rate of 5.0% annually from 2022 to 2030.1
  • Kids aged 14 to 16 get the best results from teeth whitening.17
  • In 2021, toothpaste that whitens teeth had the largest portion of the market, making up 33%.1
  • About one out of three orthodontists (32.8%) offer whitening services, while almost two out of three (65.8%) send patients to different dental experts for whitening treatments.5
  • Some dentists hesitate to whiten the teeth of kids aged 14 to 18 because all their teeth may not have fully come in yet.17

Teeth whitening market statistics

The teeth whitening market is growing because more people want brighter smiles. It sells products and services to help make teeth look whiter.

  • The worldwide market for teeth whitening grew at a rate of 5.0% annually from 2022 to 2030.1
  • Mordor Intelligence further predicts that the teeth whitening market will jump from $7.44 billion in 2024 to $8.94 billion by 2029, with an annual growth rate of 3.75% between 2024 and 2029.3
  • In 2021, the sector of the teeth whitening market that sold products in physical stores made up 61% of the market's income.1

Products such as whitening toothpaste and strips are often bought from stores you can visit in person, which is why they make up a large portion of the market.1

  • Semantics showed that 95% of toothpaste sales worldwide happen offline.1
  • Sales online are growing very quickly, six times faster than before. Brands like Colgate and P&G are seeing more sales of their whitening products on the internet.1
  • Online stores selling various dental products like toothpaste, films, and gels led to more people buying them during the pandemic. This helped the market grow.1
  • SmileDirectClub Inc. reported a 47% rise in teeth whitening and straightening in 2021. Therefore, the market grew a lot during the pandemic and is likely to continue growing in the future.1
  • Between 2012 and 2021, teeth whitening product sales increased by an average of 4.5% each year.6
  • In 2021, teeth whitening products made up about 23.6% of the worldwide cosmetic dentistry market, which was valued at roughly $26.89 billion.6
  • People are choosing to travel abroad for dental care because the cost of healthcare and dental treatments is going up in wealthy countries. This trend is growing because many big dental surgeries that people choose to have are not paid for by insurance in some countries.6
  • FMI predicts the worldwide teeth whitening market will expand at an annual growth rate of 4.9% during the predicted period.6

The teeth whitening market is growing as more people want whiter smiles. Online shopping is becoming an important way for people to find products, making solutions like those from our online store readily available. This trend and new brands are changing the industry, making teeth whitening more popular and accessible.

Global teeth whitening statistics

Teeth whitening is popular because it makes people feel good about their smiles, looking a bit like the perfect smiles of celebrities. It's easier and cheaper now, so more people are trying it out to look and feel better.

  • Teeth whitening is the top dental treatment in the U.S., making up 32% of all dental office visits. This is because nearly everyone (99.7%) thinks a smile is very important socially.1
  • A 2016 survey by a London dental clinic, as mentioned by White Dental Beauty, found that 84% of people feel there's more pressure to have a perfect smile. This is because more adults and celebrities are getting braces and other dental treatments.1

A 2019 Forbes article mentioned that 5% of influencers who suggest products or services are behind 45% of the influence on social media. This is expected to boost the market for teeth whitening.1

  • North America is the leading region in the teeth whitening market, holding about 37% of the industry's revenue in 2021. This is because of advancements in technology and more people choosing teeth whitening procedures.1
  • FMI agrees with this statement as well. Their report indicates that in 2021, the USA led the teeth whitening market in North America, holding about 29.1% of the market worldwide.6
  • This is important due to the increasing awareness of oral health in the country and the growing number of periodontitis (gum disease) cases.6
  • The CDC believes that about 70.1% of adults 65 and older have gum disease, and it tends to get worse as people age.6
  • In the U.S., 88.8% of orthodontists had patients asking for tooth whitening, and 76.2% of them suggested whitening treatments to some patients, usually to fewer than 25% of all their patients.5
  • In 2021, China was a growing market for teeth whitening products, holding about 8.6% of the worldwide market share.6

Millennials greatly impact market trends and are mainly behind this change. As time goes on, millennials have become more knowledgeable about the personal care products they use and are more likely to make their own choices and follow their own personal care routines.6

  • In 2021, Germany was a major player in the teeth whitening product market, holding about 6.4% of the market share worldwide.6
  • In 2017, tooth whitening became one of the fastest-growing beauty treatments in the U.K. and was valued at more than £40 million a year.16

Today, more people want white teeth, influenced by famous people and online trends. Thanks to better technology and more health awareness, North America is at the forefront. Young people are leading this change, valuing good looks and smart choices in their health and beauty routines.

Teeth whitening usage statistics

Teeth whitening isn't just for celebrities anymore; it's become a regular ritual for people wanting to improve the color of their teeth, with millions trying it out every year.

  • According to Racounter, about two-thirds of American adults have tried teeth whitening methods, ranging from professional treatments at the dentist to using toothpaste and strips at home.1
  • Whitening gels you use at home usually contain about 3% hydrogen peroxide, which the FDA says is safe.1
  • About one out of three orthodontists (32.8%) offer whitening services, while almost two out of three (65.8%) send patients to different dental experts for whitening treatments.5
  • In 2020, about 20.59 million people in America used whitening strips for their teeth.8
  • In 2020, about 18.92 million people in America used Crest 3D White Whitestrips.11

The newest study from the Fraunhofer Institute in 2023 shows that our ALPINE WHITE method works well and is kind to teeth, compared to other ways to make teeth whiter. ALPINE WHITE doesn't harm tooth enamel but still works as well as other teeth whitening options. This important discovery shows that our method is effective and gentle on teeth.

  • A survey across the UK showed that among people who don't have a partner, 24% have whitened their teeth, which is over double the amount of those who are in a relationship, at 11%.16 
  • Out of these single individuals, almost half (45%) have confessed to whitening their teeth in ways that aren't legal, while only 12% of those in a relationship have done the same.16

According to rules from the European Council, only dentists can sell tooth whitening products if they have more than 0.1% hydrogen peroxide. These products must be used in the dentist's office.16

Helen Minnery, who leads the British Society of Dental Hygiene and Therapy, talked about how beauty therapy businesses take risks when they provide tooth whitening services that are not legal: “There are a number of reasons why you might get your teeth whitened. Everyone is different; and just as our hair and skin colour vary, so do our teeth. Very few people have brilliant-white teeth, and our teeth can also become more discoloured as we get older. If you choose to have teeth whitening, make sure you have it done in a safe way by a qualified dental professional.”

Caroline Sumpter, a beautician, was the first in the U.K. to successfully sue a major illegal business, Megawhite. She had spent £1,500 on a fancy laser tooth whitening kit, believing she didn't need to be a dentist to use it.16

Lots of people want their teeth to be very white and healthy. However, the usual ways to make teeth whiter with hydrogen peroxide can make your teeth hurt or feel sensitive.

Our way at ALPINE WHITE is different. It's easy on your teeth, works well, and doesn't use hydrogen peroxide. We customize the whitening to fit you perfectly, ensuring your teeth get the shade of white you're looking for without any discomfort.

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Gently achieve whiter teeth with our pain-free in-office bleaching. Carried out by our specialised dental staff.

  • Naturally white teeth
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  • No change in the tooth structure
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Teeth whitening statistics by demographics

Teeth whitening is popular among different groups of people, with both young and older individuals choosing to make their smiles brighter. This trend is seen across various places, showing that many are interested in improving their teeth's appearance.

  • A 2018 survey in the U.K. found that more women choose to have cosmetic treatments because of reasons like feeling good about themselves, being happy with their lives, and wanting to look attractive. They all watched a lot of media.1 

This trend is making more people go for beauty treatments, such as teeth whitening, which could make this market grow.1

  • In 2020, 37 million people in the U.S. used tooth whitening products. It's expected that by 2024, this number will drop to about 35.22 million.2
  • In February 2020, 22% of British people mentioned they might consider having their teeth whitened professionally. Additionally, another 10% stated they definitely would or had already done so.7
  • In the same report, among people aged 18 to 24, 40% said they would likely whiten their teeth.7
  • According to a BMC Oral Health study, there were 235 patients, including 70 men (29.8%) and 165 women (70.2%), with an average age of 31.5 years (standard deviation 13.0). Out of these, 124 patients (52.8%) were not happy with how their teeth looked.9
  • Also, out of the patients, 56.2% were unhappy with the color of their teeth. 32.3% thought their teeth were not straight, 26.4% felt their teeth were too close together, and 23.4% said their teeth stuck out.9
  • In the same study, women were more likely to be unhappy with the colour of their teeth compared to men, with a likelihood almost twice as high (odds ratio of 1.99, meaning there's a 95% chance the true ratio falls between 1.13 and 3.50).9
  • Nearly half of the patients (48.1%) wanted tooth whitening treatment the most.9
  • The study found that being unhappy with the overall look of their teeth was strongly linked to being female, not liking the colour of their teeth, and thinking that their teeth stuck out.9 
  • Specifically, women were over twice as likely to be unhappy (Odds Ratio = 2.18), those unhappy with their tooth colour were three times more likely (Odds Ratio = 3.05), and those who felt their teeth protruded were nearly three times more likely (Odds Ratio = 2.91) to be dissatisfied.9
  • Dentists can do teeth whitening for kids who are 5+ years old.17

Kids' teeth can handle things better than adults' teeth. For instance, kids usually don't get sensitive teeth as much as adults do after whitening their teeth.17

  • Dentists know that kids aged 14 to 16 get the best results from teeth whitening.17
  • On the other hand, whitening older people's teeth is usually the hardest. Since most people get all their adult teeth by age 14, that's seen as the best time to whiten teeth.17
  • Some dentists hesitate to whiten the teeth of kids aged 14 to 18 because all their teeth may not have fully come in yet.17
  • Bleaching teeth for someone under 14 usually involves treating both baby and grown-up teeth.17

People of all ages are getting into teeth whitening, inspired by what they see in the media and a wish to boost their confidence. Even as trends change, the appeal stays strong, with many drawn to the idea of a whiter smile. 

Women are particularly leading this charge, indicating a growing appreciation for dental beauty in our society. It's a heartwarming reminder of how we all strive to feel good about ourselves.

Consumer spending habits on teeth whitening products

Many people are now buying teeth whitening products because having a bright smile makes them feel good and confident. This shows that caring for our looks, including our teeth, is an important part of looking after ourselves.

  • A survey by the American Academy of Cosmetic Dentistry in 2017 found that 93% of people chose cosmetic dentistry treatments because their friends and family recommended them after having positive outcomes.1
  • Additionally, 75% chose the procedure because more information about cosmetic dentistry is now available online.1
  • In 2021, toothpaste that whitens teeth had the largest portion of the market, making up 33%.1

The industry is divided into categories like whitening toothpaste, gels, strips, and light devices. Whitening toothpaste leads the market because it's affordable and offered by big brands like P&G and Colgate. Also, charcoal toothpaste is popular for its ability to remove stains.1

  • Whitening toothpaste has less hydrogen peroxide, so it can only make your teeth twice as white as their original colour.1
  • Toothpaste uses rough materials to scrub away stains on teeth, making them look whiter. People really like whitening toothpaste because it works fast and doesn't cost much, which helps more people buy it. For example, a WebMD article from October 2021 says you can find whitening toothpaste for as little as $1 to $20.1
  • Whitening toothpaste costs less than whitening strips and gels you can buy at a pharmacy, dentist, or online, which cost between $10 and $55. Because it's cheaper, more people are likely to buy whitening toothpaste, leading to its growth in sales.1
  • During the year leading up to August 11, 2019, Procter & Gamble was the top seller of tooth bleaching and whitening products in the U.S., earning $201.1 million. The overall sales from all companies in this market in the U.S. reached approximately $282.23 million during this period.12

In 2003, sales of tooth-whitening products you can buy without a prescription went up a lot. This happened because more people wanted to make their teeth look better, treatments at the dentist and at-home kits were doing well, and companies selling these products advertised them a lot.14

Frequently asked questions

  1. Are teeth naturally white?

Teeth are not naturally white. They are a pearly shade that, as we age, no matter how good your oral hygiene, gradually turns more yellow.

  1. How long does whitening last?

The effect of tooth whitening does not last forever, usually between one and two years. But the duration depends on many factors. People who smoke, drink a lot of coffee, tea or wine will have a shorter treatment duration.

  1. Will teeth whitening change my restorations?

No, teeth whitening is only effective on natural teeth. Fillings, crowns, and dentures, for example, cannot be whitened.

  1. What causes tooth discolouration?

There are many causes. The most common include aging and consumption of staining substances such as coffee, tea, colas, tobacco, red wine, etc. During tooth formation, consumption of tetracycline, certain antibiotics or excessive fluoride may also cause tooth discolouration.

Wrapping up

We at ALPINE WHITE are right in the middle of an exciting growth spurt in the teeth whitening industry. More people than ever want to whiten their teeth, and we're here to help with that. Our market is getting bigger every year, and people are buying whitening products both in stores and online more than before. What makes us stand out is how we focus on making products that are safe and don't hurt your teeth, which is really important to us and our customers.

Our method, proven by the latest research, shows that you can get great results without damaging your enamel. This is a big deal for us because we want you to have a bright smile and healthy teeth. As the teeth whitening trend keeps growing, especially with online shopping making it easier to get what you need, we're excited to offer a solution that's both effective and kind to your teeth.

We invite everyone to try ALPINE WHITE and see the difference for yourselves. It's all about getting that brighter smile you've been wanting in a way that's good for your teeth.


  1. Teeth Whitening Market Size, Share & Trends Analysis Report By Product (Whitening Toothpaste, Whitening Gels & Strips, Light Teeth Whitening Device), By Distribution Channel, By Region, And Segment Forecasts, 2022 - 2030” (2022), [available at].

  2. Usage of tooth whiteners in the U.S. 2011-2024” (2024), Statista, [available at].

  3. “Teeth Whitening Market Insights”, [available at].

  4. “Market size of the global teeth whitening market 2020-2026” (2022), Statista, [available at].

  5. Slack, Maura E., Edward J. Swift, P. Emile Rossouw, and Ceib Phillips (2013), “Tooth whitening in the orthodontic practice: A survey of orthodontists,” American Journal of Orthodontics and Dentofacial Orthopedics, [available at].

  6. “Teeth Whitening Market” (2024), [available at].

  7. “Attitudes towards teeth whitening in Great Britain in 2020, by age” (2020), Statista, [available at].

  8. “Types of tooth whiteners used in the U.S. 2011-2020” (2024), Statista, [available at].

  9. Tin-Oo, Mon Mon, Norkhafizah Saddki, and Nurhidayati Hassan (2011), “Factors influencing patient satisfaction with dental appearance and treatments they desire to improve aesthetics,” BMC Oral Health, [available at].

  10. Slack, Maura E., Edward J. Swift, P. Emile Rossouw, and Ceib Phillips (2013), “Tooth whitening in the orthodontic practice: A survey of orthodontists,” American Journal of Orthodontics and Dentofacial Orthopedics, [available at].

  11. “Brands of tooth whiteners used in the U.S. 2020” (2024), Statista, [available at].

  12. “Leading tooth bleaching product vendors in the U.S. 2019, based on sales” (2024), Statista, [available at].

  13. “Effect of bleaching products on the collagen of teeth” (2018), FASEB Journal, [available at].

  14. Kugel, G. (2003), “Over-the-counter tooth-whitening systems,” Compendium of continuing education in dentistry, [available at].

  15. Hasson, Hana, Amid I. Ismaïl, and Gisele F. Neiva (2006), “Home-based chemically-induced whitening of teeth in adults,” The Cochrane library, [available at].

  16. “Single adults leading growth in UK’s illegal tooth whitening industry, study finds” (2018), Oral Health Foundation, [available at,of%20people%20in%20a%20relationship.].

  17. “At What Age Can You Start Having Professional Teeth Whitening? – Kaysville Family Dentistry” (n.d.), [available at,best%20to%20teeth%20whitening%20treatments.].