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.