I'm glad someone else mentioned this. It's been bothering me for a long time.
I spent several years researching this, and found that from 2005-2008, teeth whitening decreased by 23.7% in the target demographic of 18-35. More interestingly, women would whiten their teeth about 2x as often as men.
I also learned that from 2008 until present, teeth whitening went up a significant amount, approximately 54.2%. This is the largest increase in recorded history. It is an exciting time to be in the industry, I'd think.
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