At first glance, the latest data on dental spending looks like good news.
Consumer spending on dental care has continued to increase—up approximately 4% over the past year and trending upward overall .
For many, that seems to confirm what we’ve always believed about dentistry:
Demand is strong, and the market is healthy.
But if you stop there, you’re missing a critical part of the story.
Because while spending is up, it’s not growing in the way many assume—and it’s not benefiting every practice equally.
Spending Is Rising… But Slowly
Yes, dental spending is increasing—but the pace matters.
Over the long term:
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Dental spending has grown about 24% over the past 10 years
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Meanwhile, overall healthcare spending has grown significantly faster
In other words:
Dentistry is growing—but it’s lagging behind the broader healthcare market .
That gap is important.
It suggests that while patients are still seeking care, dentistry may not be capturing as much of the growth in healthcare dollars as other sectors.
Growth Isn’t Even Across Practices
Even more important: not every practice is benefiting equally from this growth.
As we touched on last week:
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Approximately one-third of dentists report they are not busy enough
That’s a surprising statistic in a market where spending is increasing.
So what’s going on?
Why the Numbers Don’t Match the Reality
There are a few key reasons why rising spending doesn’t automatically translate into stronger performance for every practice.
1. Patient Behavior Is Changing
Patients are still spending on dental care—but how they spend is evolving:
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Delaying elective procedures
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Prioritizing urgent or necessary treatment
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Being more cost-conscious overall
This can lead to:
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Lower case acceptance
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Smaller treatment plans
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Slower production growth
2. Fewer Visits, Higher Costs
In some cases, spending increases are driven more by:
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Higher fees
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Inflation-related adjustments
rather than an increase in:
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Patient volume
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Visit frequency
That distinction matters.
A practice may see higher revenue per procedure—but not necessarily more patients through the door.
3. Capacity Constraints
Even when demand exists, practices may not be able to fully capitalize on it due to:
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Staffing shortages
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Limited hygiene availability
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Reduced clinical hours
So while the market shows growth, individual practices may feel constrained.
What This Means for Sellers
If you’re preparing to sell, it’s important to understand how buyers will interpret these trends.
Buyers are not just looking at:
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Top-line revenue
They’re asking:
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Is this growth sustainable?
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Is it driven by volume or pricing?
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Is there room to expand?
Practices that show:
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Consistent patient flow
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Strong hygiene programs
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Opportunities for growth
will stand out in this environment.
What This Means for Buyers
For buyers, this is where opportunity begins to emerge.
A practice that appears:
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Flat
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Underutilized
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Or “average” on paper
may actually have significant upside if:
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Patient demand exists but isn’t being captured
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Capacity can be expanded
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Systems can be improved
The key is knowing how to identify:
The difference between a plateaued practice and an underperforming one.
The Bigger Insight
Here’s the takeaway most people miss:
Rising spending does not automatically mean stronger practices.
The health of the market and the performance of individual practices are not always aligned.
And in 2026, that gap is becoming more important than ever.
Looking Ahead
Next week, we’ll take this one step further and explore one of the most important questions in today’s market:
> If demand is there, why are so many dentists not busy enough?
If you’re evaluating a practice—whether buying or selling—the key is understanding what’s driving the numbers beneath the surface.
That’s where real value (and real opportunity) lives.