Market segmentation is regarded as one of the core elements of marketing (Green & Krieger, 1991; Grover & Srinvasan, 1987; McDonald, 1995; Piercy & Morgan, 1993), yet within the literature there are few studies of segmentation evident (Piercy & Morgan, 1993). The segmentation of consumer markets for medical products is an issue yet to be addressed in the literature, indeed this has only become relevant in recent years with changes in the environment. This paper presents the findings of a segmentation study into the market for tooth whitening services in the UK, which is still at a relatively early stage in its development. The study utilises benefit segmentation, which is often referred to as the most meaningful form of segmentation (Dibb & Simkin, 1997; Young, Ott & Feigin, 1978), and identifies five distinct market segments. Key implications for marketers in this and related sectors are identified.