Reveal Marketing Research and DENT ESTET study: “Romanians are increasingly concerned about their dental health. 33% of those with above-average incomes visit the dentist more often than during the pandemic”
- 88% of respondents declare that they are concerned about their dental health
- 8 out of 10 study participants mentioned that they have visited the dentist at least once in the last year
- Interest in dental aesthetic services is increasing. Almost 50% of Romanians turn to such services driven by the motivation to improve their self-confidence and emotional balance
- Although they are concerned about dental health, Romanians still prefer to go to the dentist to treat rather than to prevent
- Fear of the dentist remains in the top three reasons why Romanians do not go to the dentist
Bucharest, (November 16, 2022): More than 70% of Romanians suffer from untreated dental conditions[1], although most of them can be prevented at an early stage, through proper oral hygiene and regular visits to the dentist. In Romania, according to EU statistics, approximately 17,000 dental professionals are currently active, with a proportion of 0.84[2] dentists for every 1,000 inhabitants. However, Romania ranks last in Europe in terms of the health budget allocated to oral health care [3].
In this context, Reveal Marketing Research has conducted, in collaboration with DENT ESTET dental clinics, a nationally representative study in order to identify the attitudes and behaviours of Romanians living in urban areas, with above-average incomes, in relation to their dental health.
Two-thirds of respondents follow, on average, dentists’ advice regarding daily dental hygiene
Although 88% of respondents declared that they are concerned about their dental health, only 55% consider its level to be an optimal one. We also noticed that the level of concern about oral health has increased significantly over the past 3 years, with the pandemic making people more aware of the importance of dental care. Thus, a third of respondents mentioned that they visit the dentist more often than they did during the pandemic period.
Turning our attention to oral hygiene behaviours, it could be observed that only two-thirds of respondents comply with dentists’ recommendations to brush their teeth twice a day, while only 61% of respondents state that they change their toothbrushes every 3 months or more often. In the same line, mouthwash is used by 64% of respondents, and dental floss by an even lower percentage, 48%.
Even if the electric toothbrush is becoming more and more popular among Romanians (53%), they still prefer, to a significantly greater extent, to use the classic toothbrush (70%).
2 out of 10 Romanians went to the dentist in the last year because of a dental emergency
According to the same study conducted by Reveal Marketing Research & DENT ESTET, 8 out of 10 respondents declare that they have visited the dentist at least once in the last year. Among them, about 50% have made 1-2 medical check-ups visits, and the rest followed treatments that extended over more than 3 visits. A percentage of 10% followed more complex treatment plans that required 10 or more visits to the specialist.
If we refer to the motivations why the respondents scheduled a visit to the dentist, in the case of 78% of them it was about planned appointments (checkup, treatment in progress), while 22% of them went to dentist due to an emergency situation (cavity , pain, etc.).
Dr. Oana Taban, CEO and Founder of DENT ESTET
“Improper oral hygiene does not only affect the teeth, but the health of the whole body, and dental problems can significantly affect the quality of life. The results of the study conducted by Reveal Marketing Research for DENT ESTET confirm what we doctors also observe in dental clinics: poor hygiene and postponing visits to the doctor naturally lead to the exacerbation of oral problems. This aspect is also revealed in the results of the study, which show that dental fillings are among the most requested treatments, the prevalence of tooth decay being still extremely high.
It should also be mentioned that postponing visits to the dentist leads to increased dental treatment costs, which can be an additional burden on a family’s budget. In this context, sustained efforts are needed from all those involved in order to create national programs, to raise awareness and educate the population, so that Romanians pay the necessary attention to their oral health.”
Prevention continues to be a challenge: Romanians still choose to go to the dentist to treat, not to prevent
Of all respondents, 89% agree that postponing visits to the dentist can increase the cost of treatment, and 84% even believe that postponing these visits can lead to tooth loss (edentation). Although they are aware of these risks, 36% of respondents say they prefer to visit the dentist only when there is an emergency.
Regarding the motivations for which the Romanians choose to go to dental clinics, we observe the need for better health education, as the treatment of dental diseases (82%) occupies a higher position than their prevention (68%).
It is also important to highlight that dental aesthetics play an important role for 43% of respondents, who want to improve their physical appearance when they go to the dentist. At the base of this type of motivation we find emotional benefits, such as regaining self-esteem or social acceptance.
Regarding the most accessed services, the study shows that tartar removal remains on top, with 84% of respondents declaring that they opted at least once for such a treatment. 67% of Romanians living in urban areas go to the dentist for tartar removal at least once a year.
Marius Luican, CEO of Reveal Marketing Research:
“The study conducted together with DENT ESTET is of a depth that has never been done before on the Romanian market and highlights the main problems and fears when it comes to dental hygiene. Even though the differences are smaller than if we were to refer to the general population of Romania, we learn from our study that even in the case of representatives of the above-average social class, treatment wins the battle against the prevention of dental diseases. Continuing to look at Romanians’ motivations for going to the dentist, the growing importance of dental aesthetic and the emotional benefits that come with it is remarkable. A neat and beautiful smile improves self-esteem, being like a business card, a sign of health and self-care.”
Methodology: The Reveal Marketing Research study was conducted online between 13-17.10.2022 on a representative sample for the universe of people aged between 25-65 years, with above-average incomes, residents in large urban areas, internet users. The sample size was 1011 respondents, and the maximum sampling error for the general target is +/-3.1% at a 95% confidence level.
*** The data belongs to the market research company Reveal Marketing Research and is used to put in context the future business studies for the company’s clients.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in market research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 14 years.
About DENT ESTET
The DENT ESTET Group was founded in 1999 and is currently the market leader in the field of dental services in Romania. In its 23 years of existence, the team has expanded to a number of over 500 specialists, of which 158 are doctors.
DENT ESTET has 17 multidisciplinary dental clinics in Bucharest, Timișoara, Sibiu, Brașov, Ploiești, Cluj-Napoca, Oradea, Craiova and Arad intended for all age groups, 4 divisions of excellence, unique in Romania (Implant Division, Ortho Digital DE Team, Dental Aesthetic Division, Laser Division), the first digital dental laboratory – Aspen and 9 specialized digital photo studios – Future Dental Smile. All this brings together a number of 104 treatment units equipped to hi-tech standards, which also include 3 fully equipped operating rooms. DENT ESTET offers an integrated experience through the 9 fully digitized imaging and radiology centres, which include computed tomography (CBCT) devices.
Starting 2016, DENT ESTET is a member of the MedLife Group, the largest private health care service provider in Romania.
[1] Oral health care in Europe: Financing, access and provision, The European Observatory on Health Systems and Policies
[2] Activitatea Rețelei Sanitare Și De Ocrotire A Sănătății În Anul 2021, Institutul Național de Statistică
[3] The State of Oral Health in Europe Report Commissioned by the Platform for Better Oral Health in Europe