Aligning the future: Growth and strategic shifts in aligner markets

Donna Santos

Dr Kamran Zamanian

Wed. 23. July 2025

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BURNABY, British Columbia, Canada: Aligners have become a popular treatment modality for malocclusion in adults, owing to their convenience and aesthetic appeal. According to iData Research’s dedicated orthodontic market research, in 2024, most orthodontic patients aged 18 years and older were treated using aligners, whereas only a small proportion of children and teenagers opted for aligners over fixed appliances. This trend highlights a significant growth opportunity for aligners in the paediatric market segment.

A reshaped aligner market

Despite its previously rapid growth, the direct-to-consumer (DTC) model of aligner therapy has declined significantly, owing mainly to a perceived lack of clinical oversight and adequate treatment outcomes.¹ The 2023 declaration of insolvency by SmileDirectClub can now be seen as a watershed moment for the aligners market. In a case of too little too late, the one-time market leader filed for bankruptcy just months after launching CarePlus aligners, a service that offered treatment with 24/7 access to online dental consultations.² 

In response to the waning appeal of DTC aligner treatment, most major industry competitors have revamped their portfolios to include greater involvement by clinicians, often in the form of remote consultations followed by a chairside intra-oral scan or the use of an impression kit. However, some providers have abandoned the DTC treatment model altogether, including Candid and Dentsply Sirona. Having voluntarily suspended sales of Byte aligners last year in response to regulatory concerns, Dentsply Sirona has confirmed that it will no longer utilise the DTC approach. Instead, the company plans to expand its delivery of business-to-business aligner treatment to dental professionals. Given these developments, the DTC aligner market currently accounts for only a small fraction of aligner sales.  

Global aligner market growth, 2021 to 2031. (Image: iData Research)

Factors driving expansion

The global aligner market was valued at US$5.0 billion (€4.8 billion*) in 2024 and is expected to generate US$13.4 billion by 2031, growing at a staggering compound annual rate of 15%.¹ This growth spans key markets such as the US, Canada, major European countries, China, India, South Korea, Australia and Brazil. Across all markets, growth in aligner sales is being driven by demographic trends, aesthetics, the increasing number of dentists affiliating with dental support organisations (DSOs), aggressive marketing by white-label manufacturers and the expansion of dental insurance coverage.  

Aesthetic dental trends among adults
Aligners are especially popular among adults with mild to moderate malocclusion. Globally, improvement of facial aesthetics holds cultural importance, and patients who might not have considered treatment with fixed appliances are increasingly opting for aligner therapy. This shift is largely due to concerns related to personal appearance during treatment and the increasing ability of manufacturers to cost-effectively treat mild to moderate cases of malocclusion. 

Product innovation for younger demographics
The use of aligners to treat children and teenagers is also experiencing sustained growth, and innovation in aligner systems is providing this younger demographic with a viable alternative to fixed appliances. Align Technology introduced Invisalign First in 2018, specifically targeting young patients between the ages of 6 and 10 and in the early mixed dentition stage.³ The system addresses malocclusions early, helping to prevent more complex orthodontic concerns later in life. In 2025, Envista Holdings, through its Ormco brand, launched Spark aligners with BiteSync, a solution designed for both younger patients and adults.⁴ These advancements have further positioned aligners as a strong alternative to fixed orthodontic treatments. 

Distribution of aligners and fixed appliances by age. (Image: iData Research)

Increasing DSO affiliation
The US remains the largest DSO market; however, corporate-backed group practices are gaining in popularity worldwide. The increasing number of dentists affiliated with DSOs is contributing to aligner market growth in multiple ways. In addition to enabling clinicians to purchase capital equipment and supplies at reduced costs, DSOs provide the training, technological support and financial resources necessary to successfully and competitively provide aligner treatment.  

Growing use of white-label manufacturing
As aligner markets expand, dental laboratories, DSOs and large dental chains looking to market their own aligner brands face several challenges. Above all, high capital investment requirements and difficulties establishing in-house production complicate direct market entry. An increasing number of actors are overcoming these barriers by partnering with white-label aligner manufacturers to launch branded aligner products with minimal investment. By leveraging their existing patient and customer base, these entities are contributing to the expansion of the overall aligner market while improving their profit margins. 

Overview of the competitive landscape  

Despite shifting dynamics, leading companies such as Align Technology, Envista and Straumann Group have maintained their position as the top market competitors by continually tailoring their offerings to dental professionals. Envista did so in 2024 when it launched the Spark On-Demand programme, which increases flexibility by allowing clinicians to order aligners without a subscription or volume commitment.⁵ Major manufacturers are also pushing advancements in clinical care and technologies. For example, implant and restorative dentistry expert Straumann Group rolled out the latest version of its ClearCorrect Sync digital platform in late 2024, an upgrade designed to enhance and streamline digital clinical workflows.⁶  

Furthermore, Align Technology recently launched the Invisalign system for mandibular advancement, featuring occlusal blocks for Class II malocclusion and primarily intended for patients aged 10–16 in the late mixed or permanent dentition stage.⁷ This development follows the company’s 2024 acquisition of Cubicure, a specialist in direct 3D-printing solutions that is expected to enhance Align Technology’s capabilities in printing and materials science.⁸ 

Last year, Chinese provider Angelalign Technology increased its international unit sales by more than 320% year on year. The company this year opened its first US aligner manufacturing facility and has announced plans to increase production capacity in Brazil, suggesting that the market will remain competitive.⁹  

Final outlook

Although the aligner business is smaller than the fixed appliance segment, global aligner sales are increasing rapidly, especially among adult patients. Future sales growth will hinge on expansion of use in younger demographics and the leveraging of benefits related to aesthetic advantages, clinical innovations and greater accessibility through DSOs and white-label partnerships. Additionally, ongoing marketing efforts by competitors, coupled with educational campaigns led by dental professionals in collaboration with manufacturers, will play a crucial role in shaping future market dynamics.

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