Parents spend an average of 38 minutes each day negotiating with their children over chores and hygiene, amounting to the equivalent of 10 full days per year, according to a new poll. The research, commissioned by Oral-B, surveyed 2,000 parents of children aged 6 to 11 and found that parents win less than two-thirds (65%) of these debates.
Common Negotiation Topics and Time Spent
The most common topics of negotiation include tidying rooms (60%), getting ready (54%), and doing homework (51%). Parents spend an average of eight minutes alone convincing their children to brush their teeth each day. Other frequent battles involve getting dressed for school, doing chores, turning down devices, eating vegetables, putting on shoes, and drinking water.
Strategies to Make Chores Fun
Nearly half of parents (47%) have attempted to make chores more fun, with 81% turning them into a game. A spokesperson for Oral-B commented: "Many parents resort to bizarre negotiation techniques to get their child to do what they want. Sometimes it can feel like you aren’t getting anywhere, but being persistent is the key."
Tooth Brushing Challenges
The study revealed that only 27% of parents say their children brush their teeth for the recommended two minutes every time. One in five parents (20%) perform quality control checks, yet 59% have caught their children lying about brushing. These findings coincide with data from The National Dental Epidemiology Programme (NDEP) for England's 2025 oral health survey, which found that 82% of five-year-olds had untreated tooth decay, with an average of 3.5 affected teeth per child. Children in deprived areas are more than twice as likely to experience decay.
Tooth Decay as a Leading Cause of Hospital Admissions
Tooth decay remains the leading cause of hospital admissions for children aged five to nine in England. In 2024/2025, 21,162 children in this age group were admitted due to tooth decay, surpassing admissions for acute tonsillitis. Dentist Sarovi Davda emphasized: "As both a parent of young children and a dentist, I know that getting children to brush properly isn't always easy, but it's one of the most important investments we can make in their future oral health."
New Toothbrush to Encourage Brushing
Oral-B has launched the iO Kids Electric Toothbrush featuring a MARVEL Spider-Man design, with gentle micro-vibrations, a round brush head, a gum pressure sensor, and a two-minute music timer that connects to the Disney Magic Timer App. Davda added: "Toothbrushes that make brushing fun and engaging can help children brush for longer and more effectively, making it easier for families to build healthy routines that last a lifetime."
