Google searches for ‘clear aligners’ rose by two thirds between 2022 and 2024, according to new analysis.
A further 23% increase was noted between October 2024 and 2025. The figures were analysed by dental practice Smile n Shine.
General dental surgeon Bhavika Parekh said the findings reflected a wider movement towards discreet and flexible healthcare choices.
She said: ‘We’re seeing more adults than ever looking into orthodontic treatment. Clear aligners appeal to people who want a subtle, low-disruption way to improve the position of their teeth. For many, it feels like a modern option that aligns with their lifestyle and comfort levels.’
Dr Parekh suggested the following reasons for the increased interested in clear aligner treatment:
- Discreet appearance of clear aligner trays
- Flexibility of being able to remove aligner for eating, brushing and social occasions
- Social media has increased visibility of orthodontic options and widened public awareness
- Advances in the digital technology behind clear aligner orthodontics
- A greater focus on adult oral health with more people choosing to address long-term concerns.
What else can web search data tell us about oral health?
Previous search analysis found that searches for ‘smile makeover’ increased by almost half (48%) in the same period.
The analysis was broken down further by geographical region, showing that searches increased by 100% in Northern Ireland and 81% in England. They rose by 50% in Wales but did not increase in Scotland.
Salford and Manchester saw the biggest local increase in web searches, at 400% and 350%. London saw a much smaller rise of one quarter (24%).
In 2024, further analysis found that searches for ‘tooth pain’ had increased by 460% in the UK since June 2010.
Searches for other oral health complaints also saw significant rises:
- Toothache – 227%
- Chipped tooth – 329%
- Gum pain – 330%
- Yellow teeth – 268%
- Bad breath – 133%
- Bleeding gums – 110%.
Mike Fleming, founder of the Church on the Street charity, called the rise in dental-related searches ‘concerning’. He said: ‘This data shows just how serious the dental crisis has become after a decade of cuts, and it is truly concerning that we are living in a country where people are now searching how to pull out their own teeth, due to being unable to afford private care, or find an NHS dentist.’
Follow Dentistry.co.uk on Instagram to keep up with all the latest dental news and trends.
