Teeth Whitening Strips Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Teeth Whitening Strips Market is projected to expand from USD 108.68 Million in 2025 to USD 187.55 Million by 2031, achieving a compound annual growth rate of 9.52%. These products, defined as flexible plastic films coated with peroxide-based bleaching gels, adhere to dental surfaces to eliminate both intrinsic and extrinsic stains. Growth is largely fueled by a rising emphasis on facial aesthetics among younger consumers and the increasing demand for affordable, convenient at-home oral care. Highlighting this trend, the Oral Health Foundation reported in 2024 that four out of ten individuals under age 35 have used teeth whitening treatments, underscoring strong adoption within this demographic.

However, the market faces significant hurdles due to common oral health side effects, such as tooth sensitivity and gum irritation caused by peroxide-based agents. These risks frequently discourage potential users with pre-existing dental issues and have led to stricter regulatory restrictions on active ingredient concentrations in many regions. Consequently, these safety concerns constrain product formulation options and limit retail availability for manufacturers, acting as a barrier to broader market expansion.

Market Drivers

The market is being propelled by a surging consumer focus on physical appearance and smile enhancement, largely influenced by social media and celebrity beauty standards. As a bright smile becomes essential for personal grooming, teeth whitening has transitioned from a specialized procedure to a routine step. Manufacturers are responding by boosting promotional efforts; for instance, Colgate-Palmolive increased its advertising expenditure by 15% in 2024 to support innovation and brand health, according to a January 2025 report. This increased visibility effectively targets younger demographics seeking cost-effective, over-the-counter strips to replicate the "camera-ready" looks popular on digital platforms.

Simultaneously, the market is being reshaped by a preference for convenient at-home solutions over professional treatments, driven by cost benefits and ease of use. Barriers such as dental anxiety and high prices have accelerated this shift; Delta Dental's '2025 State of America's Oral Health and Wellness Report' noted that only 4% of adults made professional cosmetic dental visits in 2024, indicating a migration to accessible alternatives. This trend is reflected in corporate performance, with Haleon reporting in February 2025 that its Oral Health segment achieved 9.6% organic revenue growth in 2024, primarily due to the strong uptake of consumer-accessible whitening products.

Market Challenges

The primary obstacle to market growth is the prevalence of adverse oral health effects, particularly tooth sensitivity and gingival irritation. These issues have triggered stricter regulatory frameworks that limit peroxide concentrations in over-the-counter products, preventing manufacturers from offering high-potency formulations. Consequently, a market dichotomy exists where compliant products often fail to meet consumer efficacy expectations, while effective concentrations are restricted to professional use, thereby limiting the industry's ability to fully capitalize on rising interest in dental aesthetics.

This disconnect between potential demand and actual market conversion is evident in recent data, which shows a strong consumer desire for whitening that is not fully realized in legitimate sales. According to the Oral Health Foundation, 48% of individuals under 35 intended to whiten their teeth in 2024, yet the legal strips market remains constrained. Many consumers are either discouraged by the fear of sensitivity or resort to unregulated, illicit channels to obtain stronger bleaching agents, effectively bypassing the authorized retail sector.

Market Trends

Manufacturers are increasingly shifting toward peroxide-free and PAP+ ingredients to address sensitivity issues associated with traditional bleaching agents. Unlike hydrogen peroxide, which can damage tissue, Phthalimidoperoxycaproic acid (PAP) oxidizes stains without demineralizing enamel, making whitening accessible to those previously deterred by pain. The commercial success of these advanced synthetic formulations is illustrated by Hismile; a June 2025 Bond University case study noted the brand generated A$700 million in gross sales in 2024, proving the viability of non-peroxide technologies in the modern oral care landscape.

Parallel to this, there is a strong trend toward clean label and vegan certifications, influenced by the "skinification" of oral care where consumers expect non-toxic standards similar to skincare. This movement favors microbiome-friendly ingredients like coconut and essential oils over harsh chemicals, positioning oral hygiene as a holistic wellness ritual. The success of this approach is highlighted by Lumineux; according to a May 2025 Beauty Independent article, the brand grew its sales by 10% to reach $60 million in 2024, demonstrating a clear consumer preference for naturally derived and non-toxic oral aesthetic products.

Key Players Profiled in the Teeth Whitening Strips Market

• Listerine
• Rembrandt
• Crest
• Aquafresh
• Colgate
• Watsons
• Mr Blanc
• Johnson & Johnson
• Polaris Bright, LLC
• Smile Sciences

Report Scope

In this report, the Global Teeth Whitening Strips Market has been segmented into the following categories:

Teeth Whitening Strips Market, by Flavor Type:

• Plain
• Mint
• Charcoal
• Peppermint
• Others (Coconut Oil
• Lemon Oil
• etc.)

Teeth Whitening Strips Market, by Distribution Channel:

• Supermarket & Hypermarkets
• Drug & Pharmacy stores
• Online
• Others

Teeth Whitening Strips Market, by Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Teeth Whitening Strips Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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