The U.S. dental implant market has experienced rapid growth due to the increasing acceptance of general practitioners (GPs) placing dental implants, among other factors. By 2022, around 30% of GPs in the U.S. were placing implants, and this percentage is predicted to rise by almost 10% by 2029. This trend is expected to continue as implantology gains popularity among GPs. As more GPs become comfortable with implant placement, they are likely to increase the number of implants they place each year, which will drive further growth in the overall market. With an expected valuation of $2.2B by 2029, the competition among the top three market players is likely to intensify as they seek to capture a larger share of this expanding market. To gain a better understanding of the competition and how they are adapting to the growing volume and placement of dental implants in the U.S., it’s worth examining the strategies of the current market leaders.
1. Straumann Group
Since replacing Envista as the leader in the dental implant and final abutment market in 2019, the Straumann Group has maintained its position as the market leader in 2022. The company has a strong presence in almost all of the markets covered in iData’s latest report, with a particular focus on the premium implant market. However, Straumann has also been making strides in value-oriented segments and other dental products.
In recent years, Straumann has aggressively expanded its product mix, making progress towards becoming a comprehensive ‘one-stop shop’ for specialty dental equipment and consumables. The company’s cross-promotion of its xenograft and mineralized allograft products with its already popular implant offerings has been successful in driving sales of its dental regenerative products.
Straumann has demonstrated a pioneering approach with the one-stage or trans-gingival healing for standard implants, and has become one of the main promoting forces behind one-stage procedures. Recently, the company launched a custom integrated solution service called Smile in a Box®, which allows dental professionals to take advantage of Straumann’s product range to simplify their workflow. With its extensive product offerings and innovative solutions, Straumann is well-positioned to maintain its position as a top competitor in the U.S. dental implant market.
Envista, the parent company of Nobel Biocare, Implant Direct, KaVo Kerr, and other dental equipment and consumable brands, was the second-leading competitor in the total U.S. dental implant and final abutment market in 2022. Nobel Biocare, Envista’s premium dental implant segment, maintains a strong performance, particularly in its entire range of products under NobelActive®. Other implant products contributing to growth include NobelReplace®Conical Connection (CC) and NobelReplace®Platform Shift (PS).
Although Envista’s pricing for Nobel Biocare branded products is placed in the premium segment, it is slightly below that of Straumann’s premium implants. Long-term customers remain loyal due to the trust and relationships cultivated throughout their years of using Nobel Biocare products. Furthermore, end-user surveys have shown that the majority of Nobel Biocare implant users would continue to use its products, even if they were presented with incentives and significant discounts to convert to another manufacturer’s implants. Envista’s strong performance and brand loyalty indicate that it will remain a top competitor in the dental implant market.
3. Dentsply Sirona
Dentsply Sirona remained the third-leading competitor in the overall dental implant and final abutment market.
Dentsply Sirona is a company formed by the merger of DENTSPLY International and Sirona Dental Systems in February 2016. The company expanded further in June 2016 by agreeing to acquire MIS Implants, an Israel-based company with a leading position in the value implant segment. MIS Implants still operates as a brand under Dentsply Sirona. The company’s latest addition to its implant portfolio is an improved version of the SEVEN™ implant, offering better restorative benefits, including soft-tissue preservation. Dentsply Sirona also launched the LOCKiT anchoring system in 2020, designed to secure implant-supported overdentures. In the premium implant segment, Dentsply Sirona’s Astra Tech, XiVE, and ANKYLOS implant systems compete with other high-quality implant systems on the U.S. market.
While dental implant fixtures are an important aspect of Dentsply Sirona’s business, they do not align with the company’s competitive strengths in digital dentistry solutions. This has resulted in slower growth in this market compared to competitors like Straumann Group and Envista, who are primarily focused on implant dentistry.
As the U.S. dental implant market continues to grow, the top three competitors are taking steps to adapt to increased demand and maintain their market share. Straumann is offering bundle-like solutions to provide dental professionals with better value, Envista is relying on competitive pricing and loyalty, and Dentsply Sirona is improving its existing offerings to stay competitive with other high-quality implant systems. While the future remains uncertain, these market leaders are positioning themselves for success in the years ahead.