Assessing Demand for Cosmetic Dentistry Across Emerging Markets

Overview

A leading dental products company partnered with Phronesis Partners to assess demand for cosmetic dentistry across Brazil, Russia, China, and India as it evaluated expansion opportunities in the category.

The company wanted to understand whether global growth in cosmetic dentistry was translating into real demand across these emerging markets.

Objective

Their primary objectives were to:

• Assess current and expected demand for cosmetic dentistry in each market
• Understand provider and patient attitudes toward cosmetic procedures
• Identify the most popular procedures by market
• Prioritize where to invest and how to sequence market entry

Approach

Phronesis Partners employed a structured methodology to meet the client's objectives:

• Survey Design: Combined closed-ended and open-ended questions covering current and expected demand, attitudes, and procedure preferences
• Data Collection: Surveyed 200 dental professionals and 500 patients in each of the four countries, using a mix of in-person and online formats
• Data Analysis: Analyzed responses together to identify shared trends and market-specific differences in demand, pricing sensitivity, and procedure popularity

Business Outcome

The study gave the dental products company the confidence and clarity to move forward with expansion:

• Confirmed growing demand for cosmetic dentistry across all four markets
• Identified rising oral health awareness and patient desire for a confident smile as the primary growth drivers
• Highlighted teeth whitening, veneers, and orthodontic treatments as the most sought-after procedures
• As a result, the client gained a clear starting point for product focus and a basis for sequencing its market entry strategy by country