The global teeth whitening products market has been increasing steadily in recent years. In the US, the American Dental Association (ADA) Council on scientific affairs has been monitoring tooth whitening products' commercial availability for the past periods. With the cumulative number of commercially available teeth-whitening products, ADA Council put forth standard requirements for whiteners. Teeth whiteners are usually carried out by dentists in a dental clinic, dispensed by dentists for home use, or bought over the counter. Teeth whitening products are primarily of two types, namely, whitening toothpaste and peroxide-containing bleaching agents. Bleaching agents contain peroxide(s) that help remove deep and surface stains. On the other hand, the non-bleaching agents contain chemical or physical action substances that only remove surface stains.

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Market Dynamics

The increasing demand for over-the-counter teeth bleaching products and growing consciousness of white teeth' role for confidence and appearance are the main driving factors for the teeth whitening products' market growth.Growing awareness about teeth whitening products

The glowing endorsements by dentists and teeth-lightening product approvals from leading dental associations encourage consumers to increase the use of teeth whitening products. Teeth whitening products distributed by the dentist and over-the-counter home-use teeth whitening bleaches are appropriate to receive the acceptance seal of ADA in the US market. Teeth whitening products with ADA seal contain 10% carbamide peroxide.

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Segment Analysis

The teeth whitening products market is classified into whitening toothpaste, whitening strips, whitening gels, and others based on products.The Whitening toothpaste segment led the global market The whitening toothpaste segment is expected to lead the global market with the largest market share throughout the forecast period. The rising usage is growing as it is widely due to its quick, convenient, and less application time. The vast growth in changing lifestyles among millennials is expected to enhance consumers' purchase decisions in the coming years and increase the overall segment revenue. Hence, the launch of new flavoured whitening toothpaste products is expected to enhance the segment’s growth in the global market during the forecast period. Based on distribution channels, the teeth whitening products market is classified into retail pharmacies, drug stores, and e-commerce.

Competitive Landscape

The teeth whitening products market is moderately fragmented with the presence of regional as well as global players. Some of the key players in the growth of the market include Unilever, Colgate-Palmolive, Johnson & Johnson, SMILE, Brodie & Stone, Procter & Gamble, GlaxoSmithKline, Church & Dwight, CCA Industries, Henkel, Shanwei Honghui Daily Appliance Co., Ltd., Shanghai Qianxie Biological Technology Co., Ltd., Zhejiang Airsun Commodity Co., Ltd., Guangzhou Honghui Daily Technology Company Limited, Guangzhou Huawen Biotechnology Co., Ltd., among others. The key players are executing several growth strategies such as product launches, acquisitions, and collaborations, which are estimated to boost the Teeth Whitening Products market globally.

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