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 October 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.’
