According to recent reports, there has been a notable surge in the number of Italians seeking dental aesthetic improvements over the past five years, as revealed by the latest research from the Key-Stone Institute. The study, presented at the International Congress of the Italian Society of Periodontology and Implantology (SIdP) currently underway in Rimini, highlights the significant shift toward prioritizing dental aesthetics among Italians.
Specifically, the number of people visiting dentists for aesthetic enhancements has doubled, rising from 150,000 individuals in 2019 to over 300,000 by 2024. This burgeoning interest has translated to substantial financial investment, amounting to approximately 2 billion euros spent annually on professional oral hygiene and teeth whitening procedures. Francesco Cairo, president of SIdP and professor of Periodontology at the University of Florence, emphasized, "The role of the dentist has expanded: no longer just an oral health professional, but truly a smile designer." This insight reflects the growing willingness of Italians to spend considerable sums to achieve the ideal smile and align with contemporary aesthetic trends.
It's not just about achieving whiter teeth—statistics indicate rising concerns about proper alignment as well. Around 40% of Italians believe they suffer from malocclusion or misalignment, with over one-third of those surveyed expressing a desire to rectify this through orthodontic treatment. Interestingly, this trend spans various age demographics, affecting not only the youth but also individuals over 50 and even seniors, who are becoming increasingly concerned about their image and quality of life. Cairo notes, "The growth of interest in smile aesthetics is good news. The attention of Italians to aesthetics and the demand for professional oral hygiene can serve as opportunities for preventive care, reducing the risk of costly and invasive interventions down the line."
Various motivations drive this increasing demand for aesthetic treatment based on the age group. Roberto Rosso, president of Key-Stone, explained, "People aged 20 to 30 seek the perfect smile to meet social standards and boost their self-esteem. Between 30 and 40, the desire for white, aligned teeth relates to establishing one’s professional and personal image. After 40, dental aesthetics become part of personal well-being." On top of aesthetic improvements, there has been a significant upswing in requests for dental veneers, whitening treatments, and transparent aligners. These options allow for enhancing the shape, color, and symmetry of teeth without obvious visual impacts.
The trend also shows significant changes beyond aesthetic enhancements, particularly with dental implants, which have surged by 30% over the last five years, climbing from 1.7 million procedures performed in 2019 to 2.2 million by 2024. Cairo commented, "Overall, Italians are spending about 2.3 billion euros per year on implant treatments." It's remarkable to note the demographic of individuals seeking implant procedures is not limited to younger patients or adults but includes seniors aged over 70 and 80. With growing life expectancy, the needs of the elderly have evolved; they no longer settle for removable prosthetics but instead desire fixed, durable solutions providing excellent aesthetic and functional quality. Cairo added, "Having beautiful teeth for the long term is not just about aesthetics; it relates to health and social integration as well."
This increase reflects broader societal changes as more individuals recognize oral health and aesthetics as integral components of overall well-being. The Italian dental sector is experiencing continual evolution, being responsive to the demands of an increasingly beauty-conscious population. The findings from the study spotlight how deeply concerned Italians are for maintaining their health and image, reflecting positive attitudes toward preventative care and enhancements.
Overall, the doubling of individuals seeking aesthetic dental care, coupled with growing investments across age ranges, showcases Italians’ shifting priorities toward their oral health and appearance. While the full scope of these changes may take time to materialize, the increasing expenditure on dental care and the rise of new aesthetic treatment options will likely shape the industry’s future trends. The growing embrace of advanced dental procedures signifies not just changes within the dental community but reflects broader societal values related to health and appearances.