Teeth Whitening Statistics 2026

Bright smiles in America

Teeth whitening has been dominating the world of dentistry for years, especially in the United States. In fact, a 2024 report from The Atlanta Journal-Constitution revealed that up to 19% of Americans have whitened their smiles. Whether at home or in the office, the treatment spotlights special gels containing hydrogen peroxide or carbamide peroxide to remove stains, and people are investing in it.

Decades of wanting whiter smiles

Rewinding all the way to 2013, surveys from the American Association of Orthodontists found that almost 90% of patients asked about it. Yes, we were already chasing brighter smiles even back then. What are the exact figures?

Out of over 1,200 valid responses, 88.8% of orthodontists said their patients asked about whitening. Moreover, 76% of those orthodontists had recently recommended whitening treatments themselves. However, not all of them recommended and offered the treatment. Many referred to other dental professionals for the latter.

The top dental service in the U.S.

Teeth whitening is trending in America because 99.7% of the population sees their smile as their most important physical asset. The pearly whites get as much — if not more — attention than the hair or skin.

That mindset is not just a U.S. thing, and it is not new. In 2026, a survey in London unveiled that 84% of people felt pressured to have a flawless smile.

The biggest fans of it

Who gets theirs whitened in the United States? Adults under 45 are, with 26% of them having tried treatments. Compare that to just 14% of people over 45. What are these teeth whitening statistics telling us?

The numbers reflect lifestyle differences. Younger adults are more active on social media. The more they see themselves on screen, the more aware they become of how their teeth look.

The most in-demand cosmetic dental treatment in the UK

Hopping over to the UK, experts expect that 60% of adults nationwide will have tried some form of the treatment. Since whitening addresses cosmetic issues like discolouration, and 80% of discolouration results from lifestyle choices, the expectations make sense. More individuals seek to counter the effects of smoking and drinking coffee, tea, red wine and other beverages that stain teeth.

Across the globe

Globally, this market was valued at $8.93 billion in 2025. By 2026, that number could rise to $9.37 billion. Projections show it could hit $14.31 billion by 2034.

Asia Pacific comprises a significant share of the market, thanks to urbanisation and the influence of Western beauty trends. Europe is not far behind, with higher disposable incomes and easy access to dental clinics. In North America, laser and LED-assisted procedures are widely available.

Even regions such as South America, the Middle East and Africa are contributing to the market’s expansion. We cannot leave them out when it comes to dental tourism — patients travel across the world to get high-quality treatments at more affordable prices.

Advances in technology

Which type of procedure witnessed the most growth? In 2024, it was light-activated whitening at 5.93%. It involves special lights or lasers to help the whitening gel penetrate deeper into the teeth. Systems like Philips Zoom and KoR Whitening fall under this segment.

Light-activated options focus on speed, safety and comfort. Dentists can adjust the strength or create custom trays for at-home procedures.

At-home kits

Speaking of at-home options, the segment holds the largest share of the global market. We are looking at a 47% increase between 2020 and 2026.

It arguably started during the COVID-19 pandemic, when many dental services were temporarily unavailable and people explored do-it-yourself solutions. Today, not everyone has the time or budget to visit a dentist regularly, so at-home products like toothpastes, strips, pens and LED kits are winning.

At-home versus in-clinic

Are at-home kits really enough, though?

They can be, especially if patients get custom trays and high-quality products from a dentist. However, treatments will take a week or two, which is longer than the timelines offered by in-clinic options.

In-clinic procedures are done at dental offices. The dentist protects your gums, applies a gel and may use a special light to accelerate the process. The whole appointment takes about an hour, and you can already walk out with a noticeably whiter smile.

Rules on using and supplying products

Before you grab any product, it is worth knowing that the market follows certain rules.

In countries like Australia, for example, only registered dental professionals are allowed to use or supply high-strength products — those with over 18% carbamide peroxide or 6% hydrogen peroxide. They must first assess each patient’s oral health, review their history and manage all risks. All recommendations must ensure safe, effective care.

Final words

Clearly, more and more people are aiming for glowing smiles. Brushing and flossing will always be essential, of course, but sometimes they just do not help you achieve that bright shade. For an extra boost of confidence, go for teeth whitening treatments.

That said, some procedures and products work faster but cost more. Some are more affordable but less effective. Remember, other dental concerns like tooth sensitivity matter too. You do not want to hurt yourself or damage your teeth in pursuit of the perfect aesthetic.

As such, take your time understanding all your options. Read the latest stats and talk to experts. With the right information and care, your investment in your smile will be worth it.