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40 cosmetic dentistry 1 2016 orthodontics Invisible braces market to grow rapidly over next five years international markets SHOFU: “We see the fastest growth coming from China” Accordingtoarecentlypublishedreport,theglobal invisible braces market is expected to grow at a 12.16 per cent compound annual growth rate from 2016to2021.Thereportanalysesthedevelopment of the ceramic, lingual and clear aligners segment in ten major countries and further shows that the processwillbemainlydrivenbytechnologicalinno- vations and increasing demand for invisible braces among the adult population with aesthetic con- cerns about fixed orthodontic appliances. Over the past decade, improved technological ad- vancements, particularly digital technologies, and increasing awareness of aesthetic alternatives to conventional braces have led to growing demand for orthodontic treatment with aligners. In addition, rising disposable income has resulted in increasing per capita health care expenditure, which has further led to a growing focus on health care, thereby increasing the demand for invisible braces specifically among the adult population. While the market has witnessed a strong foothold in North America and Europe, rapid growth in the demandforinvisiblebracesisexpectedtobefueled by the emerging markets in Asia Pacific and Latin America through India and Brazil, whereas rising dentaltourisminMexicoandThailandwillcontinue to contribute towards the invisible braces market. Among the leading companies operating in the market are Align Technology, Ormco, DENTSPLY International, 3M and ClearCorrect. The 152-page report titled Global invisible braces market: Trends, opportunities and forecasts (2016–2021)waspublishedon1February.Itcanbe purchased at www.rnrmarketresearch.com. SHOFU Dental Asia-Pacific attended the UAE Inter- national Dental Conference and Arab Dental Exhi- bition (AEEDC) in Dubai this year to introduce its new abrasive and restorative materials to profes- sionals in the Middle East. The global dental materials and equipment manufacturer has been eyeing the region for a long time, but ongoing market restrictions remain a chal- lenge. However, SHOFU is also tar- geting countries in Asia Pacific that promise stronger growth. Whiletradeshowattendeesfromthe MiddleEastexpressedgreatinterest inSHOFU’smaterialsanddigitalden- tal cameras, the company feels that the market conditions do not facili- tate foreign investment. “Our meet- ings were good—although the fair could have been stronger. We met dentistsanddentalstudentsfromtheUAE,Kuwait, Iran and Iraq. This is a big market, especially for Asian companies, but the market needs to open more to ease import and export,” stated Patrick Loke, Managing Director of SHOFU Dental Asia- Pacific during AEEDC. Given the company’s his- tory, SHOFU is continuing its careful assessment of business opportunities before possibly opening a production facility or sales office in the Middle East. SHOFUwasfoundedin1922inKyotoatthetimewhen growing national debt and political uproar endan- geredJapan’sstrongeconomy.Thecompanyinitial- lyproducedhigh-qualityporcelainteethforthelocal market, but soon added abrasives, silicone polish- ers,compositesandamalgamfillingstoitsportfolio. The 1970s saw the opening of new manufacturing facilities in Japan and sales offices in the US and Germany, while Asia Pacific remained relatively un- touched despite SHOFU’s geographical proximity. SHOFUfinallyestablishedanewsubsidiaryinSinga- porein1980.Sincethen,SHOFUDentalAsia-Pacific has reached a number of milestones in the region. In 1985, SHOFU began operating in China with the establishment of a worldwide sales network and opened a production facility and sales office 20 years later. Back then, the country had only 50,000 dentists and fewer than 200dentalclinicstoserveits1.3billion people—about 440,000 dental pro- fessionals would have been needed to provide adequate oral health care ac- cording to Western standards. In the last decade, the Chinese gov- ernment has invested substantially in dental training facilities and schools. The result was an increase in dental clinics that led to double-digit growth in relatively new market segments, such as dental implants. LokeisverypleasedwithSHOFU’ssales in China. “We see the fastest growth comingfromChina.Forthemostpart,Chinaisnow a fully developed country with huge opportunities to conduct business. We have experienced a dou- ble-digit increase in Chinese sales and the nation remains our most important market in the region,” he said during AEEDC. “Other countries in the South-East Asian region are also developed but growth is slower. However, India is coming up. Shofu will start operating in India soon. There is growingawarenessregardingdentalhealththere.” news SHOFU Dental Asia-Pacific’s booth at AEEDC Dubai 2016. © StephenVanHorn dentistry 12016