Parents waste an average of 38 minutes per day negotiating with their children over chores and hygiene, amounting to 10 full days per year, according to a new poll of 2,000 parents of children aged six to 11.
Key Sticking Points
The research, commissioned by Oral-B, found that the most common battles include tidying rooms (60% of parents), getting ready (54%), and doing homework (51%). Tooth-brushing alone accounts for an average of eight minutes of daily negotiation.
Despite these efforts, parents estimate they win only 65% of debates. To improve compliance, 47% have tried making chores more fun, with 81% of those turning tasks into games.
Tooth-Brushing Challenges
Only 27% of parents report that their child brushes for the recommended two minutes every time. One in five (20%) perform quality checks to ensure proper brushing, and 59% have caught their children lying about brushing their teeth.
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. Giving your children the freedom to make their own decisions is important, but as a parent you are there to guide them to the right one.”
Impact on Oral Health
The findings come amid concerning data from the National Dental Epidemiology Programme (NDEP) for England's 2025 oral health survey of five-year-olds. The survey revealed that 82% had an untreated decayed tooth, with an average of 3.5 teeth affected per child. Children in the most deprived areas are more than twice as likely to experience dentinal decay compared to those in the least deprived areas.
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 to hospital due to tooth decay, surpassing admissions for acute tonsillitis.
Dentist's Perspective
Dentist Sarovi Davda, a parent of young children and a specialist in periodontitis, said: “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.”
Davda explained that when adult teeth first erupt around age six, the enamel is still maturing, making teeth especially responsive to fluoride but also vulnerable to plaque damage. “The habits children develop during this time can influence the health of their teeth for decades to come. Tooth decay and gum disease are both largely preventable, and good brushing habits are the foundation for preventing both.”
New Product Launch
Oral-B has launched the iO Kids Electric Toothbrush featuring a MARVEL Spider-Man design, with gentle micro-vibrations, a dentist-inspired round brush head, a gum pressure sensor, and a two-minute music timer that connects to the Disney Magic Timer App. The company aims to make brushing easier and more enjoyable for children.
