The Competition and Markets Authority has launched a sweeping market study into the UK’s £8 billion private dentistry sector, a move formally requested by Chancellor Rachel Reeves last November to address mounting concerns over hidden costs, overtreatment, and a lack of transparency for patients.
Scrutiny of a Growing Market
The study, which commenced in March 2026, will scrutinise both essential and cosmetic dental treatments. It comes as private dentistry now represents a significant portion of the overall market, valued at £8.4 billion in 2023/2024 and accounting for 69% of the total UK dentistry market value of £12.16 billion. The CMA’s examination is driven by a need to assess whether this market is “working well” for consumers, focusing on issues such as finding a dentist, understanding complex pricing, and knowing where to turn for urgent treatment.
Chancellor Reeves had urged the watchdog to act, stating that the “scourge of hidden costs, lack of transparency and overtreatment has blighted families in need of dental treatment for too long.” She highlighted reports of some dentists offering to take children on as NHS patients only if their parents signed up for private care, and framed the review as a bid to ease cost of living pressures.
Drivers and Deep-Seated Concerns
A primary driver for the shift to private care is the severe difficulty in accessing NHS dentistry. In England alone, unmet need for NHS dentistry is estimated at 13 million adults, with 5.6 million having tried and failed to secure an appointment in the last two years. This access crisis has propelled growth in the private sector, but it has been accompanied by significant price rises. Research indicates the average cost of a non-surgical tooth extraction has increased by 32% since 2022, a white filling by 23%, and initial consultations for new private patients by 23%. The CMA is also examining wide regional price variations, where some areas charge up to 80% more for the same treatment.
Sarah Cardell, chief executive of the CMA, said: “Going to the dentist is an important part of health and wellbeing, yet we’re concerned many may be uncertain about costs, availability, treatment options and what they’re entitled to. For some, turning to private dentistry is a choice – but for many, it’s a necessity.” The authority has launched an online guide to help consumers navigate choosing and paying for treatment.
Beyond pricing, the study will investigate concerns over potential overtreatment and whether consumers have sufficient clear information to make informed choices. The CMA emphasises that its review is “not a criticism of clinicians or the care they provide, but an examination of how the market is working for consumers.”
Industry Backlash and Market Pressures
The announcement has been met with sharp criticism from dental profession bodies. The British Dental Association labelled the investigation “perverse,” arguing it unfairly targets private dentists while NHS services remain chronically underfunded, and contending that profits from private care help sustain NHS dentistry. Similarly, the British Association of Private Dentistry called the probe “deeply misguided,” stating that private dentistry is not the cause of the access crisis or inflationary pressures, which it attributes to decades of neglect of NHS dentistry. A strategy director at Practice Plan suggested the move could be a “desperate attempt to distract attention from the supervised neglect of NHS dentistry.”
Market analysis points to several factors behind rising private costs, including increased operating expenses for practices, higher employer National Insurance contributions, and a shortage of dentists. The cost of living crisis itself is a barrier, with over one in five people (21%) avoiding the dentist due to cost in January 2024, up from 15% a year earlier. The sector is also experiencing consolidation, with significant interest from private equity investors.
The CMA’s Process and Devolved Landscape
The CMA’s market study will follow a structured timeline. After publishing a market study notice and statement of scope, it held a stakeholder webinar on March 18, 2026. A call for evidence from consumers and dental professionals closes on March 19, 2026, with views on the study’s scope accepted until April 2, 2026. The authority may publish an interim report before a final report is expected within 12 months of launch. This work aligns with the CMA’s broader strategy to champion consumers, operating under a framework emphasising Pace, Predictability, Proportionality, and Process.
The regulator acknowledges the complex devolved nature of dentistry across the UK’s four nations, meaning experiences and available options can vary significantly depending on where people live. The CMA stated it will take these differences into account and work closely with all four governments. Dental professionals are regulated by the General Dental Council, while nations have their own frameworks for private services, such as The Private Dentistry (Wales) Regulations 2017.
The study could ultimately lead to direct intervention by the CMA or recommendations for changes in how the sector is regulated, aiming to ensure that consumers are better protected and informed in a market that, for millions, has become a necessity rather than a luxury.
