Tooth Whitening and Realignment Products

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Users and the total addressable market (TAM) of teeth realignment products.

Our estimates indicate that there is a USD 934.4-million market for clear aligners in the United States. Information about the psychographic and demographic profile of the users of clear aligners in the country is in short supply, but we have found materials that point to the possibility that users are mostly from upper middle-income households, female, and in their teenage years. Ease of brushing and flossing and non-invasiveness of treatment are among the reasons behind orthodontic patients' choice of clear aligners.


While there are reports on the global clear aligner market, all of them are behind paywalls and their respective descriptions do not offer any quantitative information on the total addressable market for clear aligners in the United States. For example, both Technavio and Research and Markets have such reports, but the corresponding press releases of these reports do not contain the size of the market.

An extensive search through reports and articles on clear aligners, however, enabled us to gather the following helpful information. As requested in the project details you provided, we looked for materials that were published no earlier than 2015.

Align Technology, Inc., Dentsply International, Inc., and ClearCorrect are the key players in the global clear aligner market, which is valued at approximately CHF 1.5 billion or USD 1.46 billion. Align Technology is the company behind the popular Invisalign System, which accounts for a remarkable 80% of the market for clear aligners.

According to Align Technology, its total addressable market is 10 million cases while its serviceable available market is 5 million cases or half of the total addressable market. Of the 10 million orthodontic case starts each year, only half can be served by clear aligners. The company's current share of the serviceable available market is 7%. We can infer from these global figures that the global total addressable market for clear aligners is 10 million cases.

In North America, there are around 4 million orthodontic case starts each year, but only half a million are treated with clear aligners. Given this information, we can estimate that, in the United States, the total addressable market is close to 4 million cases.

In 2016, Align Technology's net revenue from its Clear Aligner segment was $958.3 million, which accounted for 89% of the company's net revenue. Fifty-nine percent of the company's Clear Aligner segment net revenue came from North America. The North American region generated $568.7 million in revenue and 464.5 million cases in case volume. Sixty-four percent of the company's net revenue was accounted for by the United States. If we assume that the United States' share of the global market for clear aligners is 64% as well, we can estimate that the United States market for clear aligners is around USD 934.4 million.

The cost to a patient of an Invisalign treatment ranges from USD 3,000 to USD 8,000 in the United States.


Since we found that there is very limited information on the psychographic and demographic characteristics of the users of clear aligners, we looked for information beyond the United States. We found that, of the 5 million orthodontic cases worldwide that belong to Align Technology's serviceable available market, 75% are teenagers while 25% are adults.

Ninety-three percent of Invisalign patients think the price they paid or are paying for the Invisalign treatment is worth it, and 90% of Invisalign patients say they would recommend the treatment to family and friends. Clear aligners are preferred by orthodontic patients for the following reasons: healthier gums, easier brushing and flossing, non-invasive treatment, less troublesome eating and sports playing. Unlike braces, clear aligners allow patients to brush and floss as they normally do, eat without worrying that food will get stuck to the metal wires, and play sports without worrying that they will get hurt.

It is likely that, in terms of income and area of residence, it is the urban upper middle class demographic that is the target market of companies offering clear aligners. Align Technology mentioned this demographic group in its press release for the launching of the Invisalign system in India.

Regarding age and gender, a study by a group of researchers in Germany offers some insights. The group studied two groups of orthodontic patients: one group treated with fixed orthodontic appliances and another group treated with the Invisalign system. Of the 50 Invisalign patients that passed the study inclusion criteria, 78% were female while only 22% were male. Patient age ranged from 12 to 61 and averaged at 31.9.


Based on our computations, there appears to be a USD 934.4-million market for clear aligners in the United States. There are very few sources that describe the users of clear aligners. These few sources indicate that the users of clear aligners tend to be female, in their teens, belonging to upper middle-income households, and residing in urban areas. Orthodontic patients choose clear aligners over other treatments because clear aligners allow them to brush and floss with ease and eat and play sports without worry. Clear aligners are non-invasive as well.
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Users and the total addressable market (TAM) of home tooth whitening products.

In the U.S. an estimated 29.94 million people use at-home teeth whitening products, generating sales around $1.047 billion. The primary consumer base of these products are females with college or graduate degrees. Such individuals typically make around $59,000 per year or more. However, a smaller portion of this consumer base has either no degree or some college, and therefore likely have a lower income than the one noted above. Age specific data was not found to publicly available, although our best guess based on our collective research findings is that OTC at-home teeth whitening products likely have a consumer base that skews to the younger side, while it is more likely that older demographics receive either at-home or in-office whitening treatments via a dentist. That being said, we assume it is more likely that this difference is more dependent on income versus age. Lastly, the main motivators for Americans to whiten their teeth are for appearance purposes, as whiter teeth are seen as more attractive. Additionally, the majority of Americans feel that whiter teeth with give them better chances in their career. Overall, individuals interested in at-home teeth whitening are interested in health, nutrition, business, careers, education, music, art, and entertainment.


After searching exhaustively through market reports, consumer reports, industry reports, white pages, and trusted media sites, we have determined that recent and publicly available information regarding the at-home teeth whitening market specific to the U.S. is very much lacking. The vast majority of information pertaining to this topic is contained within reports that are locked behind pay walls.

Despite this, we have utilized the most recent, publicly available, and reputable information we were able to locate in order to craft a series of triangulations which we have used to answer your question. Please note that in doing so, we have utilized some information pertaining to the global market, and some information pertaining to in-office teeth whitening. This was done to provide support for our assumptions, as needed, and we have only included information in which we could logically ascertain would be applicable to at-home teeth whitening in the U.S.

We have attempted to stay within the two-year window for locating recent information, however due to the lack of available information, we did branch out from this with regard to two of the sources used in this report. In both of these instances, we have utilized reports published by the American Academy of Cosmetic Dentistry. One survey is regarding teeth whitening in the U.S. and was published in 2012. This is the Academy's most recently published survey specific to teeth whitening. The second report is the Academy's 2015 report on the State of Cosmetic Dentistry. Likewise, this the Academy's most recently published report of this kind. Although a bit out-of-date, these findings were the most reputable and publicly available sources we could locate which provided insights pertaining to this topic specifically.

For your convenience, we have located a recently published pay walled report which provides segmentation insights on the at-home and U.S. segments. You can see this report here.

home tooth whitening products tam

In 2017, "39.09 million Americans used tooth whiteners." By 2020, this number is expected to drop to 38.38 million. After searching exhaustively through market reports, consumer reports, industry reports, white pages, and trusted media sites, hard data showing the percentage of Americans who use at home tooth whitening products specifically was not found to be publicly available. However, we did uncover data showing that 63.8 % of survey respondents said they had success using at home whitening products. Therefore, we logically assume at least this many use at-home whitening products. Given this, we can safely say that about 29.94 million Americans use at-home whitening products annually (or 63.8% of 39.09). This gives us an estimated TAM for 2017 for at-home teeth whitening in the U.S. specifically.

Likewise, hard data showing the TAM dollar figure for this particular segment was also found to be publicly unavailable after the same level of extensive research. This information was only found available in market reports which are locked behind pay walls. However, we did locate data which shows that the average at-home teeth whitening kit costs around $34.99. Therefore, we estimate the TAM in dollars for at-home teeth whitening in the U.S. is around $1.047 billion in 2017, (or $34.99 x 29.94 million Americans).

We would assume these to be low-ball estimates, given that these calculations are based only on the percentage of users who have reported success using the product, and therefore is not taking into account the number of users who purchased an at home-kit that have not experienced success, nor is it taking into account the number of users who purchase more than one whitening kit per year. All these considered, we would assume the actual U.S. at-home teeth whitening market size to reside in the very low billions.

To help put these estimates into perspective, we have provided some additional insights on the overarching teeth whitening market for you to review:

-Within the global sphere, 86.3% of teeth whitening market revenue is gained from whitening toothpaste, and it is expected to maintain this share through 2024.

- In 2016, whitening strips made up $899.8 million of the global teeth whitening products market, according Hexa Research.

- 18% of American dentists offer "dentist supervised, take-home whitening kits" to their patients, and they report that 25% of their patients use at-home products for teeth whitening.

- According to Hexa Research, "the global teeth whitening products market is expected to reach USD 7.40 billion by 2024," and there is rising consumer demand for white teeth, paired with greater oral hygiene awareness.

- As of 2016, "the global teeth whitening products market was valued at USD 5.56 billion."

- Europe makes up the largest share of market revenue, which was 38.4% in 2016. Given this, we calculate Europe's market revenue to be about 2.135 billion USD, (or 38.4% of 5.56 billion). Therefore, we can use this information to help support our U.S. estimate, given that the U.S. share would be lower than Europe's share.

- There is an increasing "demand for over-the-counter bleaching products", which is helping to drive the global teeth whitening products market.

home tooth whitening psycographics

According to a survey conducted by the American Academy for Cosmetic Dentistry, 99.7% of Americans "believe a smile is an important social asset," and Americans ranked stained, yellow, and discolored teeth as the number one attribute that makes a smile unattractive.

Additional statistics showed that 32% of respondents to a teeth whitening survey said that they were concerned about the look of their teeth, and 18% said they "conceal their teeth in photos."

In a survey, 96% of adults said they "believe an attractive smile makes you more appealing to the opposite sex," and 74% believe that having an unattractive smile can hurt their career.

These findings are in alignment with survey results from the American Academy of Cosmetic Dentistry, in which 86% of dentists say their patients seek cosmetic dentistry treatments to improve their self-esteem, 48% do so for upcoming events, 23% do so in order gain success in their career, and 45% do so to gain a more youthful appearance. While these survey results are in relation to all cosmetic dental procedures, 58% of American dentists said they conduct whitening treatments more frequently than other types of treatments, and 32% said whitening was the "most popular cosmetic procedure at their office," which was the highest percentage, following by bonding at 30%. Although these findings are in relation to in-office whitening, we logically assume that individuals using at-home whitening products are doing so for the same primary reasons as individuals seeking in-office treatments (e.g. for appearance). Additionally, our research findings show that 18% of American dentists offer "dentist supervised, take-home whitening kits" to their patients, and they report that 25% of their patients use at-home products for teeth whitening.

We would further assume that individuals using at-home teeth whitening products are likely doing so for cost-effectiveness, and to save time, as these are two key drivers of the global teeth whitening products market, which is heavily supported by OTC and at-home products.

Since psychographic information pertaining to at-home teeth whitening products specifically was lacking, we have conducted two web analytics case studies to examine the traffic flow and demographics of individuals visiting the websites of at-home teeth whitening producers.

Smile Brilliant was chosen as the first case study, because this company operates exclusively in the at-home teeth whitening segment, and has a predominantly American consumer base, with 64% of their web traffic coming from the U.S. Consumers can purchase the product directly on the site. Opalescence was chosen for the second case study, because this company operates in the take-home whitening product segment as well, however their products are only dispensed by a dentist, therefore we felt these case studies would provide a more comprehensive psychographic overview of the entire at-home whitening segment. Additionally, Opalescense also has a predominantly American consumer base as the U.S. makes up the highest segment of web traffic to the site, at 37%. Below, you will find a comparative analysis of the web analytics for both sites.

Alexa is a web analytics tool which shows the gender and education level of visitors. While these stats are qualitative in nature, they are quite revealing. SmileBrilliant shows a vastly significant number of female visitors versus male visitors, and a vastly significant number of visitors have graduated from college or grad school. The wide majority are also accessing the website from their homes. For the Opalescence website, a significantly vast majority of visitors are female, and have gone to graduate school or college. A much higher number of visitors are accessing the site from work versus home, which is an expected difference compared to SmileBrilliant given that Opalescence is only available via a dentist's office.

Based on these findings, we assume that at-home teeth whitening products are being primarily used by females who have a college or graduate degree. A survey provided by the AACD stated that 70% of teeth whitening patients are female.

The average income for individuals with degrees are $59,124 per year for bachelors degree, $69,732 per year for a master’s degree, and $89,960 per year for professional degree. Therefore, we estimate consumers of at-home teeth whitening products typically make around $59,000 per year or more, however a smaller segment of consumers make less, as SmileBrilliant website analytics show a smaller number of visitors who have had some or no college education. This is significantly less so in the case of Opalescense, which we assume might indicate that OTC at-home teeth whitening products are more popular with the lower-income demographic, while dentist dispensed version are more popular among the higher income brackets.

SimilarWeb is another web analytics tool, and provides information on the interests of the visitors coming to a specific website. Visitors coming to the Opalescence website have the following interests: health, nutrition, business, and industrial goods. Visitors coming to the SmileBright website have the following interests: health, music, careers, education, art, and entertainment.

Information pertaining to age was not found to be available. However, in triangulation with the income and education level information provided above, we assume that individuals purchasing OTC teeth whitening products are more likely to be on the younger side of the age spectrum, including college-aged individuals or teens, and older individuals with higher educations are more likely to see the dentist to obtain these products or may be opting for in-office procedures.


In closing, we have provided a low estimate of 29.94 million Americans who use at-home teeth whitening, who spend around $1.047 billion on these products annually. These individuals are typically female, and have an income of $59,000 per year or more, although some have a lower income, and are assumed to be on the younger end of the age spectrum. Their purpose for consuming these products is generally related to improving their appearance, which is seen as beneficial in attracting partners and pursuing success in their career.

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Purchase paths of home teeth whitening products.

The ways in which consumers can purchase or buy home teeth whitening kits in the U.S. are via purchase in retail stores, online, or through their dentist (through dentist-supervised home whitening kits). Below, you will find a deep dive of our findings.

HOME TEETH WHITENING KITs - consumer route of purchase

We were unable to find a specific source detailing all the available ways consumers can purchase a home whitening kit, so we examined the teeth whitening kit industry via the consumer perspective to understand which options are currently available.
Our research showed that teeth whitening is usually done either through a dentist or through a home teeth whitening kit. Even when teeth whitening is done at home, most of the articles we came across during our research mention the importance of having a dentist supervise the home teeth whitening process. We also found that teeth whitening trays specifically are generally purchased through a dentist. These are "dentist supervised," however patients utilize the kits at home.
In addition, we looked at the teeth whitening products with the highest market share in the U.S. and studied their path to consumers. The two companies with the biggest market share are Colgate and Crest. We went to both companies' websites (Crest and Colgate), pulled a popular whitening product, and then clicked the "buy" button to see where their products could be purchased. We found that for both companies, purchase of their home teeth whitening kit available primarily through retail outlets (such as Walgreens, Target, and Walmart) and online via Amazon.

There are also some professional kits that are only sold in certain pharmacies. However, these professional kits are generally purchased through professionals who dispense for home use, and it is unlikely that consumers would purchase such kits directly.
We also looked at other sources of information for this request, such as product reviews, to see how the best-rated products are sold and the avenues these products were sold through, as we assumed this would be a good indication of how consumers can purchase these products. We found that these products could be online (specifically through Amazon) and in retail stores.
After an extensive search, we were unable to locate any other significant path or avenue through which purchase of home teeth whitening kit is done in the U.S.


To wrap up, the ways by which consumers can purchase a home whitening kit in the U.S. are through a retail outlet, online (especially through Amazon), or through the dentist.

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Tooth Whitening and Alignment Influencers (1 - 10)

The top ten influencers in the tooth whitening and alignment space have been found based on the number of social media followers. Out of the influencers that were found, the top ten had the most social media followers and offline reach or popularity based on awards or features in industry platforms and articles. We have also made sure that each brand has a high number of positive reviews and feedback. This ensures that the chosen brands are actually influencing consumers. Below you will find the list of companies, in numerical order of social media followers, and a brief overview of each.

List of Influencers

1. HiSmile - 2,306,846 million followers on Facebook, Instagram, and Twitter

HiSmile was founded by Nik Mirkovic and Alex Tomic and markets a tooth whitening light that is worn in the mouth similar to a mouth guard. Their brand aims to advertise to millennials, which meant using social networking as well as focusing on “conscious consumerism,” or products that were environmentally friendly. HiSmile offers a 100% satisfaction money-back guarantee, which may aid in its popularity, shown by its 1593 five star reviews. HiSmile's reach is on all the major social media platforms and Kylie Jenner's fans given that she backs the brand.

2. White with Style - 516,667 followers on Facebook, Instagram, and Twitter.

White with Style is another conscious consumerism business. Their teeth whitening products pledge to be an alternative to mainstream products which they define as ensuring their products are BPA free, Kosher, vegan, and made with the highest quality ingredients. Apart from Facebook, Instagram, and Twitter, they also have significant reach on YouTube where they are promoted by various YouTube Influencers.

3. The Medicals - 244,000 followers on Instagram.

The Medicals focuses on conscious consumerism as well. Their web page features articles on superfoods as well as teeth whitening and alignment products. Their influence is limited to Instagram and they don't seem to have any significant following on other platforms. They have no awards or honors.

4. Dr. Saleh - 233,595 followers on Facebook and Instagram.

Dr. Saleh may not have the most followers, but he is a well-known orthodontist and performs teeth work on celebrities. He is renowned worldwide and was awarded America's Top Dentist and topped the list of Hollywood's Top Doctors - The Dentist List in 2015. He has significant reach both on social media and offline.

5. Bright White - 224,290 followers on facebook and Instagram.

Bright White is an Australian business owned by Lex Corporation which provides teeth whitening products. The company hasn't won any awards but they have an international reach and their products are sold in the US. They are a popular brand judging by their social media reach.

6. Smile Sciences: - 204,775 followers on Instagram and Twitter.

Smile Sciences was founded by DeAnna Gardner and Andra Moore. The twosome struggled with over the counter products for teeth aesthetics, so they formed a company to provide prescription grade services. Their products aim to be vegan, cruelty-free, and environmentally conscious. The company also has significant reach on YouTube where they are promoted by YouTube Influencers. The company also has celebrities and popular bloggers as part of their clientele.

7. The American Academy of Cosmetic Dentistry (AACD) - 138,413 followers on Twitter and Facebook.

Similar to Dr. Saleh, the AACD is influential despite the seemingly low number of followers. This accredited organization is made up of professionals who actually work in and influence the field.

8. Beauty Charcoal - 115,000 followers on Instagram.

Beauty Charcoal is a business that advocates the use of charcoal for teeth whitening. They provide testimonials as well as blog posts on the benefits of charcoal. The company's influence is primarily through Instagram and influential bloggers. They have not won any award or honors.

9. Invisalign - 103,700 followers across two Twitters and Instagram.

Invisalign is the industry stalwart for alignment technology. They have been in the business for at least two decades and have treated over five million cases. Doctors on their platform have won several awards such as Dr. Varun Kalra. Invisalign has a global reach.

10. Smile Studio - 33,186 followers across Facebook, Instagram, and Twitter.

Dr. Gonzalez is another well-known orthodontist who treats celebrities as well as is known for being one of the most acknowledged dental specialists in the United States.


As stated above, the exact ranking of the top teeth whitening and alignment influencers is difficult to ascertain. However, social media penetration is a good indicator of how many people know of and follow these influencers. Some specialists, like Dr. Gonzalez or the Academy, may be implicitly ranked higher. However, there is no exact list of criteria to rank them thus their exact placement may not reflect their exact influence. Under the circumstances, social media is still a great indicator of influence.

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Tooth Whitening and Alignment Influencers (11 - 20)

In order to determine the top 11-20 influencers in the tooth whitening and alignment space industry, social media followings across all platforms — Instagram, Twitter, and Facebook — were added together to determine which brands had the greatest following base. This research excludes the previous top 10 influencers in this industry, which was researched in a separate project. By adding together the followers from each social media platform, it was possible to rate each competitor on a scale and determine rankings. Below you will find a brief overview on the process of determining rankings, as well as a description of each competitor and why/how they earned their ranking.

Top 11-20 Influencers

The top 11-20 influencers were determined by total following base across major social media platforms. If the brands did not have accounts for certain outlets, then no number was accounted for. For the 10 companies listed below, the following calculation will be made to determine total followers, provided all three platforms were available for each influencer:

[# Twitter followers] + [# Instagram followers] + [# Facebook followers] = [Total following base]

11. Brighter White: [113 Twitter] + [650,000 Instagram] + [52,200 Facebook] = 702,313 followers
12. The Viral Dentist: [149,000 Instagram] = 149,000 followers
13. AllDentFor: [1,356 Twitter] + [138,000 Instagram] + [2,641 Facebook] = 141,997 followers
14. Flawless Icon: [4,124 Twitter] + [88,900 Instagram] + [556 Facebook] = 93,580 followers
15. Pro Teeth Whitening Co.: [64,200 Instagram] + [15,130 Facebook] = 79,330 followers
16. Dentistry Global: [70,700 Instagram] = 70,700 followers
17. Instant Whites: [232 Twitter] + [42,300 Instagram] + [14,613 Facebook] = 57,145 followers
18. Sparkling White Smile: [27,100 Instagram] + [926 Facebook] = 28,026 followers
19. Clear Correct: [1,032 Twitter] + [1,219 Instagram] + [10,684 Facebook] = 12,935 followers
20. Elite Dental Clinic: [256 Twitter] + [8,161 Instagram] + [1,726 Facebook] = 10,143 followers

About the Influencers

11. Brighter White
Brighter White reaches customers on a global scale through Twitter, Instagram, and Facebook. They offer teeth-whitening technology that claims to whiten teeth in just 7 days. They ranked at number 11 on the list with a total of 702,313 followers.

12. The Viral Dentist
The Viral Dentist only has an Instagram page, but they reach around 149,000 people globally, placing them at number 12 on the list. This page contains general dentistry content, including posts about teeth whitening and alignment. The Viral Dentist is a dentistry content aggregator and does not seem to offer commercial products of its own.

13. AllDentFor
AllDentFor offers extensive dental care for people around the world, including alignment and whitening services. They reach a total of 141,997 followers through Twitter, Instagram, and Facebook, landing them at number 13 on the list.

14. Flawless Icon
Flawless Icon is a nonsurgical body altering company that also offers teeth whitening services to their clients in Miami, Florida. They have a total of 93,580 followers across all social media platforms, placing them at number 14 on the list.

15. Pro Teeth Whitening Co.
Pro Teeth Whitening offers charcoal activated toothpaste that is meant to whiten teeth. They reach a total of 79,330 people through Instagram and Facebook, placing them at number 15 on the list.

16. Dentistry Global
Dentistry Global is an online global community that presents dentist related posts to their followers on Instagram. With a total of 70,700 global followers, they rank at number 16 on this list. Dentistry Global is a dentistry content aggregator and does not seem to offer commercial products of its own.

17. Instant Whites
Instant Whites offers multiple teeth-whitening products to clients worldwide. They reach customers through Twitter, Instagram, and Facebook, with a total of 57,145 followers.

18. Sparkling White Smile
Sparkling White Smile offers teeth-whitening services to customers in Australia. They reach followers through Instagram and Facebook, with a total following base of 28,026 people.

19. Clear Correct
Clear Correct provides invisible aligners meant for teeth-alignment purposes. They reach their clients through all social media platforms, with a total of 12,935 followers worldwide.

20. Elite Dental Clinic
Elite Dental Clinic is located in Egypt and provides dental services to clients, including whitening and alignment. Their following base comes from Twitter, Instagram, and Facebook, and reaches a total of 10,143 people.


The top 11-20 influencers in the teeth-whitening and alignment industry include both businesses and general information pages. While most of these influencers are businesses, the rankings were determined by the number of followers across all social media platforms, as applicable. All of the above influencers either sell or market whitening/alignment products to their users by means of photos and posts.

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From Part 04
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