IDS - The definitive Date with Dental Destiny

Once every 2 years, the dental world has a rendezvous in Cologne. Dentists, dental technicians and industry tradesmen come to be expansively informed about the latest innovations and cutting-edge developments which promote success on the world dental market.

The IDS is the exceptional event where the dental trade and the public at large get a first-hand look at what is being introduced into the dental market. Lectures and seminars given by experts in their fields are also a hallmark of the IDS.

The next IDS:

  • 40th International Dental Show - 14th to 18th March 2023
  • 41th International Dental Show - 25th to 29th March 2025

The IDS’ Brand Strategy / IDS Brand Card

The International Dental Show is the world's leading trade fair for the dental community:

„The IDS is the world's leading trade fair for the dental community, a platform which secures lasting success for innovations and market trends.“
(IDS brand core positioning)

The IDS is successful thanks to visions, goals, strategies, motivation and last but not least, hard work.

The foundation of our future IDS strategy is the "IDS brand core". A working group from the dental industry developed the IDS brand core during months of work (2016-2017), supported and supervised by an agency for brand management, and drafted its key statements.

The IDS is organised by the business enterprise of the VDDI, the GFDI (Society for the Advancement of the Dental Industry). Our dental industry is responsible for ensuring the world's leading trade fair IDS remains on course for success so we can develop it further into the future.

The result of the workshop process to define the IDS brand core is a clearly structured system of values, orientated on the success of all involved at the trade fair and includes several performance pledges.

The IDS brand core values form the basis and guidelines for current and future measures for the advancement of the IDS.

Like this, the Dental Show continues the groundwork and developmental steps made by preceding generations in the VDDI (VDDF).

The IDS brand core is the present-day expression of a historically based self-conception of our industry and its International Dental Show. 

Excellent results again - even more international and higher quality in both offer and demand

IDS 2019, which came to an end in Cologne on 16 March 2019 after five days, more than fulfilled the high expectations of the international industry. As such, the undisputed leading global trade fair of the dental industry once again underlined its exceptional position. The event was able to replicate the very good results of the previous event and at the same time realise the ambitious goals for more internationality and higher quality in the offer and demand. The outcome of the trade fair consequently led to satisfied exhibitors and trade visitors. With 2,327 companies from 64 countries, the number of exhibitors rose once again by good twenty suppliers. They came together with over 160,000 trade visitors from 166 countries. Hence, the overall number of visitors rose by 3.2 percent, the number of foreign trade visitors by 6 percent indeed. At the same time, the exhibition space expanded by over four percent up to 170,000 m². 

Mark Stephen Pace, Chairman of the Association of the German Dental Manufacturers e.V. VDDI: "The motto "The sportsmanlike fair competition of IDS" expressed in six words the strengths of this leading trade fair: The comprehensive and internationally unique offer as well as the extraordinary high performance and innovative strength of the industry, combined with the firm intention of all market players to improve continually and seek the success in the direct competition. Everyone, who wants to be successful in the dental industry, faces the performance comparison in Cologne. It is thus no surprise that the level of internationality of IDS has in the meantime taken on huge dimensions." And Gerald Böse, President and Chief Executive Officer of Koelnmesse, added: "IDS is a trade fair event in a class of its own and always sets new benchmarks. It manages to surpass the already excellent result of the previous event every time again and again. The visitors and exhibitors are impressed by IDS, supply and demand are only provided in this scope, in this quality and with this level of internationality here in Cologne. IDS is the undisputed leading global trade fair for the dental industry." 

The dental world does business at IDS 
The official figures confirm the excellent level of internationality at IDS: 73 percent of the exhibitors from 64 countries came from abroad, as well as 62 percent of the visitors from 166 countries - from Argentina, Brazil and Chile, to Japan, Korea, Egypt and South Africa, Australia and New Zealand, the whole of Europe through to the USA and Canada. The number of countries of origin thus increased once again by 6 percent. IDS 2019 recorded significant growth in the number of visitors from Asia (+23.1 percent), Eastern Europe (+19.6 percent), Africa (+17 percent), Central and South America (+14.6 percent) and North America (+5.3 percent). 

However, not only the level of internationality and quantity of the visitors was particularly praised by the exhibitors of IDS 2019. At many exhibition stands one heard that IDS above all convinced with the high quality of its visitors. An independent survey confirms this impression: In this way, over 80 percent of the visitors at this year's IDS are involved in procurement decisions, indeed 32 percent of them decisively. The decision-making competence among the foreign visitors is even higher - over 49 percent stated that they are autonomously responsible for the procurement decisions. At the stands one reported that all of the occupational groups of the industry from all over the globe were present. According to the survey, the largest groups came from the dental practices, dental laboratories, dental trade and from the dental industry, but schools and universities were also strongly represented. Almost 30 percent of the respondents are either board members, company or plant managers. 

Almost 80 percent of the visitors were satisfied or very satisfied with the range of exhibition offerings. Good 93 percent said that they would recommend a good business acquaintance to visit IDS. And 70 percent of the respondents are already planning to visit the next IDS in 2021. Dr. Markus Heibach, CEO of the VDDI, was also correspondingly pleased when the trade fair came to a close: "The high level of satisfaction of our trade visitors and exhibitors is for us the impressive confirmation of our efforts to make our guests' stay as pleasant and successful as possible by offering them a cosmopolitan, hospitable and perfect service." 

High interest in innovations 
The radiance of IDS makes it the ideal business platform especially for new companies on the dental market, which want to establish themselves with high-quality innovations. Steve Plakotaris, CEO & Managing Director of the Australian start-up, Dr. Mark's HyGenie, confirmed this: "As a world first oral hygiene innovation, with global brand potential, it made perfect sense to debut our company and removable oral appliance hygiene range at the world’s biggest and busiest dental industry showcase.   Despite being a small Australian start-up, we have felt right at home at IDS and the results have exceeded all our expectations.   Contacts, connections and new friends are being made every hour of every day.   We look forward to booking our place at IDS2021." 

The trade and the users were extremely interested in innovative products and technologies. The focus of IDS 2019 lay on products and systems for improved digital workflows and the additive production, new prophylaxis formulas and filling materials, innovative intraoral scanners and implant designs as well as flexible workflows for the management of the laboratory. (Please also see the expert comments on IDS 2019 on this subject) 

BZÄK and VDZI draw a positive balance:
"The International Dental Show (IDS) is a phenomenon: The atmosphere is so international, thirsty for knowledge and open that it is was simply very inspiring once again this year. The digitalisation can improve the workflows of the practices, but shouldn't be implemented noncritically or too hastily," said Dr. Peter Engel, President of the German Dental Association (BZÄK) and underlined the significance of the dental industry as a job driver in the health sector. Dentistry is a significant employer and economic factor." A local dentist employs between four and five employees on average. Trained dental employees are the heart of every dental practice - without them a practice wouldn't work. Good skilled dental employees therefore require recognition as well as inspiration and know-how." 

The same also applies for dental technicians. Dominik Kruchen, President of the German Dental Technicians Guild, summed up as follows: "The International Dental Show demonstrated at what speed the digital dental world is developing. One has to weigh up the risks, recognise one's own chances and take investment decisions based on good judgement." In the discussion about the role of the dental laboratories, master dental technicians and their teams are irreplaceable as experts in the provision of dental restoration, Kruchen added. In close exchange with the dentists, their expertise, for example regarding the selection and implementation of different materials, ensures an individual offer for patients. "Well-trained young professionals are important for a strong dental technician trade. The highly trained young dental technology apprentices once again impressively demonstrated their skills at this year's IDS in the scope of the Gysi Prize Competition." 

Social commitment of the dentists 
Following tradition, the BZÄK Conference of the Aid Organisations also took place at IDS. It is a source of ideas for dental aid projects and for the personal exchange. Around 60 dental aid projects and organisations are currently represented among the BZÄK network, the essential aim of which is to provide mutual assistance and an exchange. The projects provide aid and support in manifold ways at home as well as worldwide: In Germany many dentists are very committed to helping people who are socially deprived or in emergency situations in their free time. They treat people without health insurance or offer the aid organisation support in the form of donations in kind or money. Many dental aid organisations also assert themselves for international projects and help in acute humanitarian situations or after natural catastrophes, they provide assistance in crisis regions or offer the patients dental treatment locally. 

IDS 2019 in figures 
At IDS 2019, on a gross exhibition area of 170,000 m² (2017: 163,000 m²), 2,327 companies from 64 countries participated (2017: 2,305 companies from 60 countries). These included 610 exhibitors and 18 additionally represented companies from Germany (2017: 624 exhibitors and 20 additionally represented companies) as well as 1,650 exhibitors and 49 additionally represented companies from abroad (2017: 1,617 exhibitors and 44 additionally represented companies). The share of foreign exhibitors was 73 percent (2017: 72 percent). Including estimates for the last day of the fair, over 160,000 trade visitors from 166 countries attended IDS (2017: 155,000 trade visitors from 156 countries), approximately 62 percent of whom (2017: 60 percent) came from abroad.* 

*The figures relating to visitors, exhibitors and exhibition space for this trade fair were determined and certified according to the standardised definitions used by the Society for Voluntary Control of Fair and Exhibition Statistics (FKM). 

The next IDS - the 39th International Dental Show - is scheduled to take place from 22 to 25 September 2021. 

About IDS 
IDS (International Dental Show) takes place in Cologne every two years and is organised by the GFDI Gesellschaft zur Förderung der Dental-Industrie mbH, the commercial enterprise of the Association of German Dental Manufacturers (VDDI) and is staged by Koelnmesse GmbH, Cologne.


#idscologne - Final report: Optimism has returned - IDS 2021 sets the desired impulses for the dental industry

Top decision-making competence of the visitors Over 23,000 visitors from 144 countries - industry expects positive development in the coming months

IDS 2021, which came to a close on Saturday, 25 September 2021, after four trade fair days, set the impulses the global dental industry had hoped for in the post-Corona era. "The optimism has returned within the international dental family," said a delighted Mark Stephen Pace, Chairman of the Executive Board of the Association of the German Dental Industry e.V. (VDDI). "We held intensive discussions with interested visitors and most of them ultimately came to make investment decisions. Many of the decision-makers consciously concluded their transactions at the trade fair. We can convey the signal to the outside: The German dental industry is moving forward. We are offering solutions in difficult times. The exhibitors I spoke to were thoroughly happy to be at IDS. And I am convinced: They will benefit from market revolutions in the aftermath of IDS! This is how it works in the world of business: Companies that were present in the exhibition halls, certainly undertook an entrepreneurial risk in the run-up to the trade fair, which makes it all the more gratifying that they were ultimately able to reap the deserved success and market shares."

For Oliver Frese, Chief Operating Officer of Koelnmesse GmbH, IDS 2021 also clearly underlined the spirit of optimism within the industry: "All of the exhibitors and visitors were visibly pleased to groom contacts directly in person, experience products live and engage in personal encounters at the end of the trade fair day in the course of numerous networking events. That is why IDS 2021 plays an outstanding role for the re-start of the industry and of course also for the re-start of the trade fair industry overall. Furthermore, IDS 2021 is the first IDS that was staged as a hybrid event. This means there were places of physical encounter on the one hand, here in Cologne in the exhibition halls and in addition to that also on the digital platform, IDSconnect, which offered additional presentation and networking options, which went down very well."

IDS demonstrated once again that it is the leading global trade fair of the international dental industry: Over 23,000 trade visitors from 114 countries attended IDS 2021 to inform themselves about the offer of 830 exhibiting companies from 59 countries. Especially against the background of the restricted travel possibilities in many regions of the world, IDS once again convinced with its strong international appeal. 72 percent of the exhibitors came from abroad, as well as 57 percent of the visitors - from Europe, particularly from Italy, France and the Netherlands, to Eastern Europe, the Middle East and overseas. The decision-making competence of the visitors is decisive for the success of a trade fair and here the level at this year's IDS was also extremely high - both on a national and international basis," Dr. Markus Heibach, Chief Financial Officer of the VDDI, summed up. The initial evaluation of a visitor survey confirms this impression: In this way, almost 85 percent of the visitors at this year's IDS are involved in procurement decisions, indeed 33 percent of them decisively. For over half of the visitors, grooming existing business relationships and establishing new business relationships are the key reasons for visiting IDS. Good two thirds of the visitors were very satisfied with the offer of exhibits and with the extent to which they had achieved their goals and 85 percent would recommend that a good business associate should visit IDS. Around 70 percent of the respondents are already planning to visit IDS 2023.

77 exhibitors from 16 countries were present on IDSconnect with 88 items and 1,310 minutes of broadcasting time. The general event programme of IDS, such as for example the award ceremony of the "Impression Prize" of the ProDente Initiative, the Gysi prize-ceremony of the Association of German Dental Technicians' Guilds or the programme of the German Dental Association were streamed via the platform live. All lectures, shows and presentations broadcast digitally are also available afterwards "on-demand".

The representatives of the German Dental Association and of the Association of German Dental Technicians' Guilds were also delighted at the successful re-start of the international dental world. "The hybrid concept that had to be adopted for IDS 2021 because of the Corona pandemic was a total success. Great praise and our sincere thanks go to the organisers, the GFDI Gesellschaft zur Förderung der Dental-Industrie mbH and Koelnmesse GmbH for this. All IDS participants were able to tour the trade fair on-site under observance of the necessary hygiene measures or virtually and thus experience the innovations in the fields of dentistry and dental technology. We were also available at the stand of the German Dental Association to provide many visitors with information and engage in practice-oriented discussions with them. We also gladly took advantage of the digital possibilities. We are looking forward to IDS 2023!" said Prof. Dr. Christoph Benz, President of the German Dental Association.

And VDZI Vice President, Klaus Bartsch, added: "The VDZI is delighted at having held many collegial discussions and being able to engage in exchanges at the trade fair. Particularly the current themes quality management and the VDZI quality management concept, QS-Dental, work protection and business-related questions were topics of high interest. The award ceremony of the renowned VDZI trainee competition "Gysi Prize", which was broadcast live for all those people who weren't able to be on-site, was a special highlight. The exhibited Gysi Prize entries demonstrated the talent and skills of our aspiring dental technicians. The aim behind the prize is to challenge and promote the trainees - the future of our trade.  IDS 2021 has once again demonstrated that the dental world is further developing digitally. This is having an impact on the work processes in the laboratories of the dental technicians. Company owners have to weigh up the opportunities and take investment decisions based on sound judgement. The discussions at the stand of the VDZI about the future role of the commercial dental technology laboratory clearly show: For all of the technologies exhibited, master dental technicians and their teams are indispensable for dental restorations. With their expertise and in the close exchange with dentists, they ensure that patients receive the individual treatment they need."

Statements Exhibitors

Haikki Kyöstilä, President of Planmeca Oy
IDS 2021 – a feeling almost as normal. In my opinion, IDS went surprisingly well – about the same as normal. September as the new date for the fair has turned out to be the best choice. Friends and customers were coming up to say hello or to decide about and buy their new equipment.

Maike Wassmann, General Manager bisico, Bielefelder Dentalsilicone GmbH & Co. KG
IDS went better than I had expected. We were able to establish more contacts than we had imagined, especially with dealers from third countries. Even if we did rather miss the classic, German dentist as a visitor and it was overall quieter than usual: I am glad to have been here!

Torsten Fremerey, Executive Director, EMS Electro Medical Systems GmbH
It is a great pleasure to finally be able to present our new Guided Biofilm Therapy (GBT) products to the audience of IDS again live. It is great fun seeing the huge interest in our GBT protocol innovations and celebrate the live dental trade fair with the trade audience. Participating in IDS 2021 is a great success for EMS. The strong feedback from our customers confirms that GBT is the best prophylaxis of all time. EMS's decision to make a strong appearance at IDS 2021 was spot on.

IDS 2021 in figures:
830 companies from 59 countries took part in IDS 2021 on exhibition space spanning 115,000 m². The exhibiting firms included 228 exhibitors and 5 additionally represented firms from Germany and 591 exhibitors and 6 additionally represented firms from abroad. Foreign exhibitors accounted for 72 percent of the total. Including estimates for the final day of the trade fair, more than 23,000 trade visitors from 114 countries attended IDS, of which 57 percent were from abroad.

About IDS
IDS (International Dental Show) takes place in Cologne every two years and is organised by the GFDI Gesellschaft zur Förderung der Dental-Industrie mbH, the commercial enterprise of the Association of German Dental Manufacturers (VDDI), and staged by Koelnmesse GmbH, Cologne.

The next edition of IDS will take place from 14 to 18 March 2023.

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