1. Crest 3D White Professional Effects Whitestrips
Crest 3D White Professional Effects Whitestrips ranked as the top-selling teeth whitening product in the United States for 2020, with reported retail sales exceeding $100 million in the oral care category. The product uses a hydrogen peroxide-based gel and is designed for at-home use, offering results comparable to professional dental treatments over a two-week course. Procter & Gamble, the parent company, maintains a strong market share in at-home whitening through continuous product innovation and distribution across major retailers. The brand's 2020 performance was supported by a direct-to-consumer strategy and partnerships with dental professionals. Crest's parent company, Procter & Gamble, reported oral care segment revenue in its annual filings, with whitening strips as a key driver of growth.
Consumer Reports and dental industry analyses have consistently ranked Crest 3D White Professional Effects as a leading choice for users seeking affordable, clinically backed whitening. The product's 2020 ranking was reinforced by its ADA Seal of Acceptance and high ratings in independent testing for safety and efficacy. Crest 3D White Professional Effects Whitestrips are available at major retailers and online marketplaces, with pricing typically ranging from $30 to $45 per treatment kit. The company's marketing strategy emphasizes convenience and visible results within three days, a claim supported by clinical data submitted to regulatory bodies.
2. Opalescence Go and Philips Zoom Whitening Systems
2.1 Opalescence Go by Ultradent
Opalescence Go, manufactured by Ultradent Products, Inc., remained a top-tier professional-grade whitening option in 2020, with a focus on pre-filled, disposable trays for at-home use. The product uses a 15% hydrogen peroxide formula and is designed for 15 to 60 minute daily applications over a 5- to 10-day period. Ultradent reported strong demand for its Opalescence line in 2020, driven by dental professionals recommending the product as a take-home alternative to in-office treatments. The company's global distribution network and partnerships with dental associations contributed to its high ranking among professional whitening products.
Philips Zoom, a division of Philips, maintained its position as a leading in-office and at-home whitening brand in 2020, with the Zoom Whitening System widely used by dental clinics. The system uses a 25% hydrogen peroxide gel activated by a LED light, and Philips reported that over 10 million patients had been treated with Zoom products globally by the end of 2020. Philips' oral care division, which includes the Zoom brand, generated significant revenue, with whitening products as a core segment. The company's 2020 strategy focused on expanding at-home whitening kits to complement its in-office systems, a move that aligned with consumer trends toward flexible, professional-grade options.
3. Other Leading Whitening Brands and Market Trends
3.1 SmileDirectClub and Align Technology Whitening Products
SmileDirectClub, a direct-to-consumer aligner company, expanded its teeth whitening offerings in 2020, integrating whitening gel kits with its clear aligner treatment plans. The company's whitening products use a carbamide peroxide formula and are designed for use alongside its aligner treatment, targeting consumers seeking a combined cosmetic solution. Align Technology, the parent company of Invisalign, also strengthened its whitening product portfolio in 2020, offering professional-grade whitening gels compatible with its aligner system. Both companies leveraged their existing customer base to drive whitening product sales, a strategy that proved effective during the 2020 period of increased at-home dental care.
The broader teeth whitening market in 2020 was shaped by increased consumer interest in at-home treatments, a trend accelerated by