The demand for aesthetic dentistry in the UK over the past few years has been driven by several factors. The influence of social media, celebrity culture, and the increasing importance placed on personal appearance have all contributed to the growing interest in cosmetic dental treatments. The availability of patient finance, allowing them to spread the cost over a period of months has also made it easier for patients to access these treatments. Patients, especially in the younger age groups, are also more aware of the options available to them and seem to be willing to invest in their smiles.
The growth in the aesthetic dentistry market in the UK is further driven by increasing consumer demand for aesthetic dental procedures, advancements in dental technology, and a rising awareness of dental aesthetics among the population. Emerging technologies such as computer smile imaging, intraoral camera, tomography digital X-rays, 3D printing are also making cosmetic dentistry effective and more comfortable, adding to its appeal.
To add some context, according to a study by researchers at University College London (UCL) published in 2023, around one third of people aged under 35 had had a cosmetic dental procedure or treatment in the previous 12 months, with an average spend of £3,677. Also, one in 10 of those aged 25-34, had spent £25k or more.
This will help to explain why spending on cosmetic dentistry in the UK rose from £1.8bn in 2020 to £2.56bn in 2024 according to MBD analysis of Department of Health & Social Care, Public Health Scotland, Health and Social Care Northern Ireland, and StatsWales data and MBD estimates.
Aesthetic dental treatments gaining in popularity
Teeth whitening
One of the most sought-after treatments, whether it’s over-the-counter products or professional procedures carried out by a dental professional, teeth whitening is one of the most popular cosmetic treatments. Costs generally range from £150 to around £700, depending on the individual case, showing there are options to fit almost any purse.
Veneers
These thin shells of porcelain or composite resin, custom-made to fit over the front surface of teeth, are a popular choice for those wanting a perfect smile. They are used to correct a variety of dental issues, including discolouration, chips, and gaps, helping to achieve a perfect smile. Composite veneers have been gaining popularity, possibly due to their affordability when compared with traditional porcelain veneers.
Dental bonding treatment costs vary according to the type of material used, as well as the procedure and the clinic. Costs can range from less than £200 for a small change up to £600+ for more complicated procedures or composites.
Gingival contouring
Gingival contouring is a procedure that permanently evens out uneven gum lines and is a great option for patients with receding gums. Gums do not usually regrow and so the results are usually permanent.
Once again, the complexity of the work will have a bearing on the cost of the procedure but this can commonly be between £495-£795.
Smile makeovers
This type of treatment plan aims to help patients achieve their perfect smile. This can include both cosmetic procedures and those such as crowns, fillings or implants to restore dental function and/or missing teeth.
Costs for smile makeovers will naturally vary considerably depending on the types of procedures and treatments involved and can run into many thousands of pounds.
Orthodontics
Modern orthodontic treatments, including clear aligners such as Invisalign, have made it easier for adults to straighten their teeth discreetly. These treatments not only improve aesthetics but also contribute to better oral health.
Orthodontic braces is forecast to register the fastest growth as a segment during the period 2023-2030, according to UK Cosmetic Dentistry Market Size & Outlook, 2022-2030.
Costs and considerations
As has been mentioned above, the cost of aesthetic dental treatments can vary widely depending on the procedure and the complexity of the case. While some treatments, like teeth whitening, are relatively affordable, others, such as full arch implants, can cost tens of thousands of pounds.
However, by offering patient finance, more complex and costly treatments can be brought within the reach of patients who initially may not have been able to afford them. By working with a patient finance provider, such as Medenta, practices can offer patients the option of spreading the cost of their treatment over a period of months, interest-free in many cases.
This helps to overcome the issue of cost versus affordability, as the patient need only worry about being able to meet the monthly fee rather than the total cost. This can also mean that patients are able to go ahead with more extensive treatment plans than they initially envisaged.
Offering patient finance can also be a positive draw to some patients. A number of practices have reported that prospective patients often ask whether patient finance is available at their practice during their initial phone call. So, making it known that the facility to spread the cost of treatments is indeed available can be a valuable marketing tool as well.
Aesthetic dentistry in the UK is transforming smiles and enhancing lives. With a wide range of treatments on offer, patients can achieve the smile they’ve always dreamed of. Whether it’s a simple whitening procedure or a complete smile makeover, the benefits of aesthetic dentistry go beyond appearance. The boost to a patient’s confidence and overall wellbeing can be life-changing. Patient finance offers a way for a practice to help patients to achieve that kind of transformation.
References available on request.