Market Overview

The estimated markets for cosmetic dentistry and orthodontics are expected to reach 769.7 billion yen in 2024, which is a 3.2% increase from the previous year. The cosmetic dentistry market accounts for 169.7 billion yen of this total, which is a 3.0% increase. The orthodontics market accounts for the remaining 600 billion yen, a 3.3% increase.

The cosmetic dentistry market, which consists of self-pay medical services such as prosthodontics, teeth whitening, and cleaning, is steadily growing. Several factors are driving this growth, including increased consumer awareness of dental aesthetics, improved treatment values through technological innovations, growing demand for treatments paid for entirely by patients, and changes in lifestyles and social norms. Market size has increased due to advancements in ceramics and whitening techniques, as well as the increased opportunity to display one’s teeth during online meetings amid the pandemic. There is a growing demand for comprehensive dental care that incorporates preventive care and cosmetic procedures, such as prosthodontics, teeth whitening, and cleaning.

The orthodontics market grew during the pandemic when face masks were commonly worn, preventing others from noticing dental treatments. This successfully increased demand from an aesthetically sensitive population, as well as from patients who were previously unable to undergo treatment despite their interest, but who managed to do so during this time. Aesthetic sensitivity remains strong among patients, maintaining stable demand for the orthodontics market.

Noteworthy Topics

Growth in Teeth Whitening Treatments

Interest in whitening treatments is steadily growing, as they improve the impression of the area around the mouth. The decreased opportunity to wear face masks and the increased use of online meetings and social media have raised awareness of smiling and external appearances. Consequently, there has been an increase in demand for teeth whitening treatments provided at dental clinics as well as for home whitening kits.  

Demand for in-clinic teeth whitening services has increased among businesspeople and young adults (*1), as these services provide quick and noticeable results. Meanwhile, home whitening kits attract repeat customers who value their natural whiteness and long-lasting results.

*1) References: Yano Research Institute Press Release “Consumer Survey of Cosmetic Dentistry and Orthodontics” released on 4 April 2025 (Japanese).
https://www.yano.co.jp/press-release/show/press_id/3761

Future Outlook

The cosmetic dentistry market is expected to keep stable growth, due to continued consumer interest in dental aesthetics, improved treatment options thanks to technological innovations, the expansion of comprehensive dental care that includes preventive care and cosmetic procedures, and a variety of pricing and service options. The market’s growth base is likely to strengthen further, as consumers maintain healthy, beautiful teeth through regular dental visits and self-care, while service providers offer a range of services, from basic teeth whitening and partial prosthetics to expensive ceramic treatments.

Since the Summary of Dynamic Survey of Medical Institutions and Hospital Report (*2) from the Ministry of Health, Labor, and Welfare showed an increase in the facilities offering orthodontic services, it is reasonable to expect stable demand.

According to our questionnaire conducted in July 2025 among 59 cosmetic dentistry and orthodontic clinics, many dental clinics were focusing on clear aligner therapy. Based on the results of this survey, treatment proposals centered around clear aligner therapy are expected to become more prevalent going forward.

*2) Source: Summary of Static/Dynamic Surveys of Medical Institutions and Hospital Report 2023 by the Ministry of Health, Labor, and Welfare
https://www.mhlw.go.jp/english/database/db-hss/mih_report_2023.html

Research Outline