Kiran Shankla discusses shifting demographics and consumer choices in UK teeth whitening and highlights our role in educating clients on legal, effective options.
In recent years, the quest for a brighter, whiter smile has become a significant trend, and teeth whitening has evolved beyond being a cosmetic luxury for a select few to cater to a diverse range of consumers. This shift is marked by demographic changes and the overabundance of choices for those seeking a radiant smile.
Traditionally associated with celebrities and the affluent, teeth whitening has been democratised, reaching a broader and wider spectrum. No longer confined to a specific age group or socioeconomic class, individuals across various backgrounds are seeking ways to enhance their smiles. One notable demographic shift is the increased interest among Millennials and Generation Z. Known for emphasising self-care and appearance, their desire for a perfect ‘Instagram-worthy’ smile has become a driving force behind the surge in teeth whitening popularity.
According to the Oral Health Foundation, four in 10 people under 35 have had tooth whitening, with 48% planning to have them whitened within the next 12 months. In addition, 32% of Brits want whiter teeth, while 66% have actively considered it (Oral Health Foundation, 2020).
Tackling an abundance of consumer choice
The expansion of the teeth whitening market has led to plenty of consumer choices, ranging from over-the-counter products to professional dentist-led treatments. As a profession, we must inform and educate patients that tooth whitening can only be legally and safely carried out by a registered dental professional.
Combine this with the fact that any whitening solutions purchased on the high street, i.e. strips and toothpastes, will not have a high enough concentration of the whitening agent to penetrate into the enamel and whiten effectively, and suddenly our professional options seem all the more attractive to the end-user.
The diversity of professional whitening options has evolved since the early days of high concentrated hydrogen peroxide and power lamps. In the past decade the dental industry has had to advance their offering to not only meet EU laws that state that only concentrations up to 6% hydrogen peroxide (18% carbamide peroxide) must be used, but also ensure they have a solution that allows individuals to tailor their teeth whitening experience to their preferences, budget and lifestyles.
When faced against prominent teeth whitening brands with large marketing budgets targeting younger consumers through social media, convincing consumers to choose the safer and more effective professional alternative relies on being able to offer choice. The emphasis of providing choice at all levels can assure patients of professional supervision in dental practices. While acknowledging the appeal of over-the-counter options, dentists can highlight the advanced and reliable nature of professional products, ensuring patient trust in safety and effectiveness.
Advanced solutions for whitening
When patients present with discolourations, it is our duty as dental professionals to provide options and solutions. Significant advancements in whitening technology have been made, particularly with the introduction of SDI’s Pola products, which provide different options tailored to each patient.
With Pola’s innovative formulations, including low-concentration hydrogen peroxide solutions, dentists can now provide whitening treatments to minors with greater confidence. The shift in regulations has not only expanded treatment possibilities but also addressed the physical and psychological impacts of teeth discolouration in young patients.
If you cannot provide the treatment, an offer of a referral should be made to help with patient choice. Patients and parents should be informed of the risk of tooth loss for each option and the long-term maintenance and success.
In such a competitive whitening market, quick results and ease of use are essential product ‘must-haves’ and take-home whitening products continue to lead the way. SDI Ltd. contributes to this evolving market with the Pola Advanced Tooth Whitening System, endorsed by tooth whitening expert Dr Linda Greenwall, it is known for its proven research and clinical success for the past 25 years.
With changing demographics driving demand, brands like Pola continuously address the need for quick results and ease of use in take-home whitening treatments. Innovations such as the Pola Light, an advanced LED mouthpiece, and Pola for Aligners, perfectly formulated for orthodontic aligner trays, prioritise patient comfort, reduced sensitivity, and increased compliance, setting new standards for safe and effective teeth whitening.
The transformative phase of teeth whitening in the UK reflects inclusivity and accessibility, making it a common practice for individuals of all ages and backgrounds. The wide array of products and services allows consumers to choose approaches aligned with their preferences, needs, and budget. As technology advances, the future promises even more innovative and tailored solutions, ensuring a brighter, whiter smile is accessible to everyone.
Book a Lunch & Learn or contact us now to learn more about the support you can get from a professional teeth whitening system that has a solution to suit all your patient’s needs.
Reference
Oral Health Foundation (2020) ‘National Smile Month 2020 Survey’, UK, April 2020.
Kiran Shankla is a restorative dentist based at Kendrick View Dental Practice. Follow her cases @shanklasmiles