A new study reveals that parents spend the equivalent of 10 full days per year negotiating with their children over chores and hygiene routines, with brushing teeth topping the list of daily battles. The research, commissioned by Oral-B and conducted among 2,000 parents of children aged 6 to 11, found that parents spend an average of 38 minutes each day in such negotiations.
Daily Battles and Success Rates
The most common points of contention include tidying rooms (60%), getting ready (54%), and doing homework (51%). Parents estimate they win less than two-thirds (65%) of these debates. To improve cooperation, 47% have tried making chores more fun, with 81% turning them into a game.
Tooth Brushing: A Specific Challenge
On average, parents spend eight minutes per day just convincing their children to brush their teeth. Despite these efforts, only 27% of children brush for the recommended two minutes every time. One in five parents (20%) check their children's brushing quality, and 59% have caught their children lying about brushing.
Oral-B's spokesperson 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 of Tooth Decay
The findings come alongside data from the National Dental Epidemiology Programme (NDEP) for England's 2025 oral health survey of five-year-olds, which found that 82% had untreated decayed teeth, 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 as 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.
Strategies and Solutions
To make brushing easier, 22% of parents said character toothbrushes would be most effective. Oral-B has launched a new toothbrush designed for children, featuring 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.
Dentist Sarovi Davda, a parent of young children and a specialist in periodontitis, said: "As both a parent 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. Many parents don't realise that when adult teeth first erupt, from around the age of six, they enter a unique window of opportunity. During the first few years after eruption, the enamel is still maturing, making these teeth especially responsive to the protective benefits of fluoride but also more vulnerable to damage from dental plaque. 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. 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."
Top 10 Negotiation Topics
- Tidying their room
- Brushing teeth
- Getting ready
- Doing their homework
- Getting dressed for school
- Doing chores
- Turning down their device
- Eating vegetables
- Putting shoes on
- Drinking water
