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Teeth Whitening Market - Drivers and Forecasts by Technavio

Technavio has published a new report on the global teeth whitening market from 2017-2021. (Graphic: Business Wire) Multimedia Gallery URL


Technavio analysts forecast the global teeth whitening market to grow at a CAGR of almost 4% during the forecast period, according to their latest report.

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The research study covers the present scenario and growth prospects of the global teeth whitening market for 2017-2021. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers.

The use of teeth whitening products among individuals is limited in developing and under-developed nations due to high price and lack of awareness. However, an increase in education levels, especially in rural population has led to a rise in adoption of teeth whitening products. The market is growing at a steady rate as the teeth whitening products are easily available in most parts of the world and is increasingly becoming popular with the desire to have a good physical appearance.

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Technavio analysts highlight the following three factors that are contributing to the growth of the global teeth whitening market:

Rising demand for cosmetic dentistry

The desire to have white and clear teeth induces consumers to buy teeth whitening products. Previously, endeavors to help the appearance of teeth were limited to straightening crooked teeth. Currently, advanced whitening products are available that can enhance the appearance of teeth by removing stains and treating discolorations. Cosmetic dentistry is one such dental service to have gained popularity over a period.

Amber Chourasia, a lead health and wellness research analyst at Technavio, says, “Teeth whitening products have helped in elevating the aesthetic appeal of users as it helps in clearing deep and surface stains on the teeth and allows to change the natural tooth color, by five to seven shades brighter. The use of teeth whitening products such as whitening toothpastes, whitening strips, and whitening trays help in maintaining brighter teeth.”

Emerging consumerism through digital and social media

Globally, there has been a shift among the general population from wanting to be considered as 'patients' to now viewing themselves as healthcare "consumers" with alternating behaviors, expectations, and needs. Consumers are becoming more selective in healthcare purchases and are seeking value for their spending. Studies across the world have started to indicate that consumers are ready to become more active, informed decision makers who spend a considerable amount to shop for the best products in terms of quality and price.

Consumers are increasingly using digital and social media but it is still not being used to its complete potential as a significant portion of the population is still not utilizing it. Hence, the vendors should focus on digital and social media marketing to increase product visibility, thereby leading to a strong online brand image that would translate into sales,” adds Amber.

Approvals from dental associations and recommendations from doctors

In the past two decades, the American Dental Association (ADA) Council on Scientific Affairs has monitored the development of teeth whitening products. The number of teeth whitening products has gone up exponentially. To increase the adoption of teeth whitening products among consumers, manufacturers are partnering with several dental associations to promote the advantages of using the teeth whitening products.

Approval from such dental associations encourages customers to invest in teeth whitening products for enhancing their appearance. Manufacturers are also taking this opening to market these products by adding such associations' approvals to the products' labels. Recommendations from dentists for using teeth whitening products are also aiding to increase the demand from consumers.

Top vendors:

  • Colgate-Palmolive
  • GlaxoSmithKline
  • Johnson & Johnson
  • P&G

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About Technavio

Technavio is a leading global technology research and advisory company. The company develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries. Technavio has about 300 analysts globally who specialize in customized consulting and business research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.

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