London: A quarter of the UK population has undergone cosmetic dentistry according to new statistics from the British Academy of Cosmetic Dentistry and Mintel.

They show that just over a quarter (26%) of the population have had some type of cosmetic dentistry procedure, of which teeth whitening and white fillings are the most widely experienced.

The national representative sample of over 2,300 adults participated in the online survey which identified the incidence in cosmetic treatments, a market estimated to be worth in excess of £280 million, within the UK population. The survey also examined levels of awareness among the public, as well as the most popular vehicles currently used for the promotion of aesthetic procedures.

Highlights:

Over a quarter (26%) of the population have had cosmetic dental treatments
Teeth whitening is the most popular treatment (31%), followed by white fillings (30%), requested crowns or bridges (21%) and veneers (18%)
Just under a third of women admit to having had cosmetic dental treatment compared with one in five men

The age analysis shows that people in the 25-34 age group are the most likely to have had teeth whitening, people 35-44 opting for white fillings

Makeover shows are a popular vehicle to gauge cosmetic treatments, with almost half of women (49%) occasionally tuning in

According to Dr. Christopher Orr, President of the BACD and Lead Clinician at a Harley Street cosmetic dentistry group:

“With the increase of effective non-surgical and non-invasive procedures such as teeth whitening, cosmetic dentistry has become a more attractive option for people by providing an acceptable and more subtle approach to cosmetic procedures. The survey also reveals that people who start with teeth whitening are more likely to progress to more complex cosmetic dental treatments.”

The study also highlights a low public awareness of the availability of cosmetic dental treatments. Previous studies by the BACD show over 93% of practices offer cosmetic procedures, yet only 17% of the population think their dentists can provide these.

Further Results:

Women aged 25-34 are the most likely to have undergone teeth whitening, with 17% of women in this age group claiming to have done so, vs. 12% of men. Over three quarters of teeth whitening is through the use of at-home whitening trays

Women aged 35-44 are again most likely to have requested white fillings, while crowns and bridges for cosmetic purposes are most prevalent amongst women aged over 45, but significantly lower amongst the older male population.

Usage among these age groups suggests cosmetic dentistry is being sought to enhance appearance, and not merely ward off the deterioration of teeth as a result of the ageing process.

Over one in ten (11%) of adults appears to have an interest in cosmetic dentistry, either having discussed or interested in discussing cosmetic dentistry with practitioners and friends.

Television makeover shows are a popular genre, with just over half of the respondents (51%) claiming to watch these programmes as a way of judging the results of cosmetic treatments. Just over one in ten (12%) claimed to be regular viewers, with a further 39% reporting that they watched them occasionally.

Women are the main viewers of TV makeover shows, with 17% of women claiming to be frequent viewers and 49% occasional viewers, demonstrating their huge reach amongst women, compared with only a third of men.

According to Dr Orr:“With the natural curiosity that people feel towards cosmetic procedures, it is essential that safety be foremost in practitioners’ minds. At the British Academy of Cosmetic Dentistry, we will continue our efforts to promote an ethical delivery of dentistry and further public education in this area.”

About the BACD

The British Academy of Cosmetic Dentistry www.bacd.com is a not-for-profit, inclusive organisation for the advancement and ethical delivery of cosmetic dentistry, open to all dental professionals including dental technicians and hygienists. Their aim is to create a dynamic, active group of members from all areas of the dental team. The BACD, which has over 400 members, is affiliated with the American Academy of Cosmetic Dentistry, the world’s largest organisation for cosmetic dental professionals