Dental industry trends that are shaping the industry today continue to evolve. Patients seek better preventive care, enhanced smiles, and effective treatments. AI applications on the clinical and business side, digital dentistry, new materials and methods, and other innovations are creating opportunities. Dental market research helps organizations better understand emerging trends and identify growth opportunities.

Understanding the dental industry around the world

The dental industry covers the products and procedures for preventing dental issues, diagnosing and treating diseases, like gum disease and cavities, and addressing issues like alignment, implants and prosthetics, and appearance. The market is divided into consumables, equipment, and services ranging from routine cleanings to surgery.

Regional dental market differences

Dental market definitions vary from region to region, so it is difficult to make direct comparisons. Several recent studies do provide some orientation into how regions differ:

  • North America is the largest and most sophisticated market for dental care. It is valued at $49.06 billion today, with a ten-year growth rate of 11.5%. It is a strong market for aesthetic treatments.
  • Europe represents 29.44% of the global market. More teens and adults are getting orthodontic care and there is a greater recognition of the value of oral care.
  • The Asia Pacific dental market is valued at $90.41 billion. Cosmetic dentistry is a growth area, as are orthodontics and prosthodontics.
  • Growth is slower in Latin America. Affordability is an issue, and insurance penetration in the region is below 30%. It is a growing market for equipment as the sector expands regionally and practices upgrade.
  • The market for dental care in the Middle East is projected to top $2.37 billion in 2026. Clinical care for the region (including Africa) is valued at $1.19 billion. Government programs promoting preventive care are strengthening the market across the region.
  • Data is scarce for the dental care industry in Africa. Estimates suggest it will reach $988.82 million by 2030.

Dental market research to find trends and opportunities

Identifying the key dental industry trends region by region requires market research with both dentists and patients. Practice leaders, dental labs, dental service organizations, device manufacturers, and treatment marketers can use the insights to guide their strategies.

B2B dental market research on the clinical side

To understand the clinical and business trends in dental care, focus groups, one-on-one interviews, and surveys can explore topics such as:

  • Practice challenges: Where are dentists losing time, productivity and revenue? What difficulties are they facing in providing patient care, gaining treatment acceptance, handling staffing, and managing the practice?
  • Technology adoption: Which digital tools are dentists using now? In what areas are they looking for solutions? What would persuade them to adopt new equipment, software, or clinical procedures?
  • Met and unmet needs: Which existing therapies, materials, and products are performing, and which are disappointing? Where do dentists want to see improvements in performance, usability, reliability, training, or patient outcomes?
  • Future priorities: How do dentists expect their practices and patients’ needs to change over the next five to ten years?
  • Purchasing decisions: Who influences product selection? How do cost, clinical evidence, reimbursement, training, and compatibility affect buying decisions?

B2C dental market research into changing patient needs and expectations

Patients are increasingly well informed before they show up in a dentist’s chair. They proactively research conditions, therapy options, products, and costs. Dental market research with patients can explore areas such as:

  • Generational differences: How do age and life stage affect attitudes and concerns about oral health, appearance, prevention, and emerging technologies?
  • Treatment priorities: What matters most to patients in terms of comfort, appearance, speed, durability, or long-term oral health?
  • Barriers to care: How do cost, dental anxiety, insurance coverage, and access affect decisions?
  • Product expectations: What do patients like or dislike about current products and treatments?
  • Information and trust: Where do they seek advice, and how much do dentists, online reviews, social media, and AI tools influence them?

How companies are using dental market research to bring innovation to markets

Align Technology: Researching the possibilities for growing practice revenue

The growth of the clear aligners category has changed the orthodontic treatment market, offering a more comfortable and less visible alternative to traditional braces. A large-scale survey found that dentists were confident in using the company’s Invisalign clear aligner product for mild to moderate cases. The opportunity was to expand applications to more complicated cases.

The company sponsored research into putting digital scanning technology, like their iTero intraoral scanner, to use before starting therapy. iTero creates 3D images of patients’ teeth. Dentists can use iTero scans to plan treatment and submit cases for Invisalign aligners. The result was the possibility of expanding of the types of cases where Invisalign could be used, potentially increasing revenue for dental practices, while demonstrating the progress and value of treatment to patients.

Dentist adoption of AI

The ADA Health Policy Institute surveyed dentists on how they use AI and how they plan to use it in the future. 22.8% of dentists are using AI for imaging and diagnostics. Some are planning to use AI to explain conditions and options to patients and others plan to use it for insurance verification. Business uses, from analytics to front desk check-ins are other applications.

That said, 56.7% of respondents were not yet using AI yet at all. A commercially sponsored study with a different sample size and make up did find that 52% of respondents felt that AI would deliver incremental improvements to their practices, but they have concerns about data privacy, reliability and accuracy, ethical issues, and costs.

Makers of Crest look to the next generation

The consumer oral care leader in the U.S. enjoys a 32% market share, leading with Crest and Oral-B. The company is investing in the future. Procter & Gamble wanted to understand the increasingly splintered market. How willing would children ages 8-12 who were outgrowing child-oriented products, but who were not ready for adult brands, be to try a tween brand?

They conducted in-home audits, ethnographic research, surveys, and focus groups to understand what parents needed when shopping for their children and what tweens considered appealing. The research uncovered a significant underserved niche and informed the creation of the Pro-Health for Me product range, brand identity, and packaging.

Frequently asked questions

What are the biggest trends shaping the dental industry?

Digital dentistry, AI-assisted diagnostics, clear aligners, dental implants, cosmetic treatments, preventive care, and new dental materials are shaping the industry. Adoption rates and growth opportunities vary by region and patient population.

How is dental market research used to identify growth opportunities?

Dental market research helps companies understand patient needs, dentist priorities, purchasing behavior, unmet needs, and emerging technologies. These insights can guide product innovation, marketing strategies, market entry, and investment decisions.

What are the main challenges facing dental practices today?

Dental practices may face staffing shortages, rising operating costs, insurance and reimbursement challenges, patient affordability concerns, and difficulty persuading patients to accept recommended treatments. Research can help identify which challenges matter most to different types of practices.

How is AI changing the dental industry?

AI is being used or evaluated for dental imaging, diagnostic support, treatment planning, administrative tasks, and patient communication. Research can reveal which applications dentists are adopting, what benefits they expect, and what concerns may slow adoption.

How do patient preferences influence dental industry trends?

Patient expectations influence demand for cosmetic treatments, preventive care, convenient services, and new treatment options. Research can also reveal how cost, dental anxiety, insurance coverage, and trust affect treatment decisions.

What is the difference between B2B and B2C dental market research?

B2B research explores the needs of dentists, dental specialists, practice owners, dental service organizations, and other professional buyers. B2C research focuses on patients and consumers, including their oral health priorities, treatment decisions, product preferences, and barriers to care.

How can dental companies use market research to improve product adoption?

Research can identify unmet clinical needs, usability problems, purchasing criteria, training requirements, and concerns about cost or performance. Companies can use these findings to refine products, improve education and sales materials, and address barriers to adoption.

Why does dental market research need to consider regional differences?

Dental markets differ in income levels, insurance coverage, access to care, regulations, technology adoption, and attitudes toward preventive and cosmetic treatments. Understanding these differences helps companies tailor their products, pricing, and market-entry strategies.