London: One in three Londoners has had cosmetic dentistry in a bid to improve their smile.
Teeth whitening was the most popular treatment, followed by white fillings instead of metal ones, crowns or bridges, and veneers, figures show.
The cosmetic dentistry industry, thought to be worth £280 million, is flourishing as people copy the smiles of stars who have had work done, such as Tom Cruise, Catherine Zeta-Jones and Victoria Beckham.
Nationally, just over a quarter of people have had some cosmetic work done but the figure rises to almost one in three in London, according to data from the British Academy of Cosmetic Dentistry.
Teeth whitening is particularly popular among couples getting married and home kits are now widely available.
The latest development has been invisible braces attached behind the teeth. Fashion designer Sadie Frost, model Kelly Brook, actress Natalie Casey of Hollyoaks and Martin Popplewell from Sky News have all used them.
David Bird, an analyst for Mintel, which carried out the research, said: "The UK oral hygiene market has evolved into a whole new beauty sector. One of the biggest influences on the market has been the rising cult of celebrity."
Dr Christopher Orr, president of the British Academy of Cosmetic Dentistry said: "With the increase of effective, non-surgical and non-invasive procedures, cosmetic dentistry has become a more attractive option.
Survey: 26% have cosmetic dental treatments
- The Mintel survey of 2,300 adults found that nationally 26 per cent had had cosmetic dental treatments.
- Of these, 31 per cent had had teeth whitening, 30 per cent white fillings, 21 per cent crowns or bridges and 18 per cent veneers.
- Just under a third of women said they had had cosmetic work compared with one in five men.
- Although 93 per cent of practices offered cosmetic procedures, only 17 per cent of people thought that their dentists could provide these.
