Summary of Research Findings

A consumer survey was conducted in February 2026 to collect direct feedback from a target audience about their opinions and preferences regarding cosmetic dentistry and orthodontics, such as the type of procedures that caught their attention and type of procedures they actually received.

Target audience of this survey are:
     - 250 male and 250 female residents in Japan, aged 20–69,
　　who have received cosmetic dentistry (“experienced”; n=250) and
　　who are interested in receiving cosmetic dentistry (“interested”; n=250)
     - 200 male and 200 female residents in Japan, aged 10–59,
　　who have received orthodontic dentistry (“experienced”; n=200) and
　　who are interested in receiving orthodontic dentistry (“interested”; n=200).

In the preliminary survey, respondents were asked whether they had any experience with cosmetic dentistry or orthodontic treatment (including those currently undergoing treatment). Those who answered “yes” were classified as the “experienced (group),” while those who had no prior experience but were considering treatment in the future or expressed interest were classified as the “interested (group).” For cosmetic dentistry, the sample consists of 250 respondents in the experienced group and 250 in the interested group; for orthodontic treatment, the sample consists of 200 respondents in each group.

[Cosmetic Dentistry]

Within the "interested" group, teeth whitening treatments emerged as the top choice at 66.8%, far outstripping ceramic crowns, which came in second at 14.0%.
This preference aligns closely with the "experienced" group, where teeth whitening was also the predominant treatment received (52.8%), followed again by ceramic crowns (27.6%).
Together, these results highlight a strong, consistent interest in teeth whitening across both segments.
(Note: Both findings are based on single-answer questions.)

[Orthodontic Dentistry]

Within the "interested" group, clear aligner therapy was by far the most popular procedure among interested respondents at 45.0%.
However, responses from the “experienced” group indicated that the most adopted procedure was “braces (wire and brackets on the lip/cheek side)” at 42.0%. Clear aligner therapy came in second at 32.5%.
These results imply a gap between the type of procedure expected and the type of procedure actually implemented.
(Note: Both findings are based on single-answer questions.)

Noteworthy Topics

Women Opt for Orthodontic Dentistry To Boost Self-Esteem

The survey explored the primary motivations for both exploring and undergoing cosmetic and orthodontic dental treatments (multiple-answer questions).

[Cosmetic Dentistry]

Overall, the leading motivation for pursuing cosmetic dentistry was “enhancing appearance (improving alignment, color, and shape)” at 61.2%, followed by “restoration (fixing minor chips, cracks, misaligned teeth)” at 25.6%.
A gender-based analysis revealed that female respondents scored 67.2% for “enhancing appearance”, outperforming male respondents (55.2%) by more than 10 points. This gap underscores a significantly stronger demand for smile enhancement among women.

[Orthodontic Dentistry]

For orthodontic dentistry, the predominant driver was “correcting misaligned teeth” (69.3%), followed by “resolving bite issues (malocclusions)” at 28.5%.
When broken down by gender, “boosting self-esteem” emerged as the third highest reason for female respondents at 19.5%. This was 7.5 points higher than the male cohort, indicating women are notably more likely to view orthodontic treatment as a vehicle for increasing self-confidence.

Research Outline