Dental Products Market Share Study (DPMSS) Reports

The Dental Products Market Share Study (DPMSS) is SDM’s “power tool” for the dental industry. It is the only precise measure available of the relative market position of products used by dentists. Currently we track all merchandise and most laboratory products sold through dealer distribution. Large equipment is not yet part of our database.

DPMSS provides accurate and timely manufacturer, product brand, product category and market share data to:

  • Evaluate the performance of your products versus the competition.
  • Measure the relative monetary sales of specific brands and product categories.
  • Interpret changes in various dental products markets.
  • Gauge performance in specific markets.
  • Assess regional differences in product performance.
  • Manage sales forces.
  • Allocate resources efficiently.
  • Improve market share.
  • Guide research and new business development.

Methodology

SDM collects data each month from more than 60% of dental dealer sales volume throughout the US. The dental dealers’ reporting represents a statistically significant sample size allowing for dependable representation of the dental marketplace.

The SDM methodology is consistent with other industries that provide accurate market share and sales information. In fact, SDM provides the largest sample of any industry that collects distributor sales data.

The compilation of our reports starts with the acquisition of actual out-the-door retail sales data each month from participating dental dealers. The sales are then processed to ensure that all sales are correctly categorized by manufacturer, brand and item number.

A standard unit of measure is identified for each category and sales are expressed by both units and value.

Charts are generated reflecting actual dealer sales to dentists from the 85% dealers in our sample for the reported country, as well as a number of geographic regions.

Unit definitions, as well as the product category assignments have been developed with the assistance of many dental industry experts at manufacturers and dental dealers. An average unit price is also calculated for each product reflecting the actual “out-the-door” price to the dentist, including any dealer discounts.

DPMSS sales charts and tables produced reflect only sales of dental products generated through dental dealers. Direct sales to dentists by manufacturers are not included in DPMSS. All dealer sales are allocated to one of the eight geographic regions, and we have included a chart identifying the standard DPMSS regions by state.

Some of the dealers represented in the DPMSS sample sell products under their own label. In order to preserve confidentiality for participating dealers, all such sales have been grouped and categorized under the name “Private Label.”

F.A.Q.

DPMSS Questions and Answers

In consumer products and pharmaceuticals, market share data is obtained from the retailers that sell products to end users. Obviously, the most accurate data is only available from the supermarket and pharmacy chains that generate the actual sales.

In the dental industry, the only way to obtain accurate data is to collect actual “out-the-door” sales data from participating dental supply dealers. SDM presently collects this data from over 60% of dental dealer sales volume throughout the United States. 

Dental distributors supplying the information represent a statistically significant sample which is projectable to the entire respective dental marketplace.

Market data is collected and published quarterly to provide dental industry professionals with on time information to quickly assess changes in product performance, evaluate new products and measure response to promotional programs. Reports are published 60-75 days after the close of each quarter.

Data maintenance procedures are established to ensure the swift inclusion of new vendors, new products, and all other updates.

Current market and sales data is available in monetary values and in units, with category and brand share trends to provide input for effective decision making and strategic planning.

DPMSS Full Merchandise Report may be purchased as a yearly subscription (4 quarterly and a Year-End Summary report). (Note: Hand Instruments is not included in the Full Report. It may be purchased as a separate category. Our DPMSS Laboratory Reports are also sold as a separate subscription).

Or individual product categories may be purchased separately.

Please submit a subscription inquiry by using the CONTACT form.

The reports are presented as Total Market sales, supported by geographical regions.

For instance, there are eight regions represented in the United States: 

          Northeast: CT, MA, ME, NH, NY, RI, VT 

          Mid-Atlantic: DC, DE, MD, NJ, PA, VA, WV 

          Southeast: AL, FL, GA, KY, LA, MS, NC, SC, TN 

          Midwest: IA, IL, IN, KS, MI, MS, MO, ND, NE, OH, SD, WI 

          Southwest: AR, NM, OK, TX 

          Mountain: CO, ID, MT, UT, WY 

          Northwest: AK, OR, WA 

          Western: AZ, CA, HI, NV

Twenty-seven major product categories with over 276 sub-categories are available. Click on Product Categories to review the complete list.

DPMSS includes the following marketing data:

  • Executive Summary 
    Each report includes an Executive Summary which outlines the key research findings. A discussion of major market and technology trends, as well as important competitive factors characterizing the industry, are discussed.
  • Product Category Data 
    Data is reported for categories by totaling all manufacturers that participate in the category. Trend information is available as data is collected quarterly.
  • Sub-Minor Product Category Data 
    Sales data is reported for sub-minor categories by totaling all the brands within the sub-category. An example of a sub-minor category is “Toothbrushes” in the “Preventives” category or “Alginates” in “Impression Material.” Trend information is available for the previous quarter and the previous year for sub-minor categories.
  • Total By Manufacturer 
    Market share is calculated for each manufacturer by reporting all relevant brands in the product category.
  • Market Share By Brand 
    Market share for each brand is reported.
  • Average Price per Unit 
    Average price for each brand is provided by using standard unit of measurement in each product category.
  • Monetary Change Versus Previous Year 
    Trends in monetary sales are calculated in each report, comparing the same quarter from the previous year.
  • Quarterly Share 
    Quarterly market share is provided in both units and in monetary value. Units are calculated based on a standard unit of measurement in the product category, i.e., by the oz, gross, each.
  • Share Versus Previous Period 
    Market share data is provided by brand for the current quarter as well as the change from the previous quarter.
  • Share Versus Period Year-Ago 
    Market share data is provided for manufacturers and brands for the current period, as well as the same period from the previous year.

SDM undertakes an exhaustive editing cycle each quarter to verify the accuracy of our reports. We process massive amounts of data quickly, yet we are flexible enough to adapt information for new products and markets. (The SDM system was specifically designed to normalize thousands of dental products from various data providers since the US dental industry does not have universal product codes.) Our process can seamlessly compare the variety of vendor put-ups and packaging options to normalize units and facilitate comparisons.

SDM undertakes an exhaustive editing cycle each quarter to verify the accuracy of our reports. We process massive amounts of data quickly, yet we are flexible enough to adapt information for new products and markets. (The SDM system was specifically designed to normalize thousands of dental products from various data providers since the US dental industry does not have universal product codes.) Our process can seamlessly compare the variety of vendor put-ups and packaging options to normalize units and facilitate comparisons.