Survey Summary on Tooth Whitening and Tooth Sensitivity: High Consciousness of 'Tooth Whiteness' and Risks Among 20s-40s; Key to Satisfaction is Dental Consultation and Home Care

Haleon Japan K.K. (President: Mari Nogami, Head Office: Minato-ku, Tokyo) conducted a survey on tooth whitening and tooth sensitivity to clarify the reality of discomfort symptoms associated with whitening, against the backdrop of growing oral healthcare awareness and interest in whitening as a key aspect of external grooming that impacts first impressions.

This release summarizes the findings published in June 2025 and April 2026, focusing on the differences in awareness and onset risks across age groups.

According to a survey on symptoms of tooth sensitivity conducted between December 2024 and January 2025 among 4,000 people nationwide in their 20s-70s, approximately 60% of those in their 20s-40s are worried about 'tooth yellowing/stains,' highlighting the importance young people place on white teeth. On the other hand, it was revealed that over 60% of those highly motivated to have 'white teeth' actually face risks of tooth sensitivity symptoms, where 'teeth feel sharp/painful.' However, only about 40% recognize the correlation between tooth whitening and tooth sensitivity, suggesting that many may be undergoing care without knowing the risks.

Furthermore, a survey conducted in February 2026 among 300 experienced tooth whitening users in their 20s-40s showed that 'satisfaction with the procedure' reached 83% for medical whitening, while it remained at 53% for self-whitening, a 30-point discrepancy. A common feature among the highly satisfied group is the combination of 'consultation at a dental clinic' before the procedure and proactive care using 'toothpaste for sensitive teeth.' To have a comfortable whitening experience, it is essential to balance dental guidance (professional care) with one's own home care.

Additionally, utilizing a 'tooth sensitivity risk checklist' helps individuals recognize the risk of symptom onset, and actively seeking dental consultation and guidance leads to more satisfying care practices.

In fiscal year 2025, the total sales in the toothpaste market reached 155.4 billion yen, with a total growth rate of +14% over the three years since FY2023. Notably, toothpaste for sensitive teeth, which addresses the sharp, stinging symptoms when eating cold items, has expanded the market size by +21%. While market needs for sensitivity care are growing, especially among the younger generation in their 20s-40s, although about 60% have experienced 'sharp teeth,' their interest remains highest in tooth whitening in terms of efficacy and benefits they seek from toothpaste.