A survey of 2,000 UK adults has found that just 12% follow a dentist-recommended oral hygiene routine, despite 80% believing they clean their teeth properly. The study highlights a significant gap between perception and reality, with 88% not consistently following professional guidance.
Brushing and flossing habits fall short
More than two-thirds (63%) spend less than the advised two minutes brushing, and 16% only brush once a day. Additionally, 74% do not floss daily, and half use a manual toothbrush instead of an electric one.
The survey also found that 11% do not use fluoride toothpaste, and 17% were unsure what type they use.
Oral health challenges and campaign launch
The findings come as the Oral Health Foundation reports that many people face challenges accessing dental care, making home oral hygiene more crucial. Nearly one in four UK adults have untreated tooth decay, and 9% show signs of severe gum disease.
Commissioned by Oral-B, the study coincides with its Brush for Better campaign, which features a purpose-built dental bus touring the UK from July to September 2026. The bus will be donated to Dentaid after the tour to provide free dental care to under-served communities.
David Ewan, Northern Europe senior director for oral care at Oral-B, said: "Good oral health starts with the habits we practice every day at home, yet the research reveals a clear gap between perception and reality when it comes to how people care for their teeth. That's why making expert advice accessible is so important."
Priorities and generational differences
The study found that oral health is often deprioritized compared to other health habits, with 52% focusing on healthy eating and 47% on exercise, while only 37% prioritize teeth and gum care. Younger adults are more open to improvement, with 32% of Gen Z saying they would improve with more guidance.
Additionally, 35% avoid smiling due to embarrassment about their teeth, while 48% say good oral health boosts their confidence. Despite 77% relying on dentists for guidance, 14% visit less than once a year, and 10% have gone five years without a check-up. Some seek advice elsewhere, with 10% using AI and 17% using social media for oral health tips.
Dentist Dr Eva Castro Perea said: "These results show there's still a lack of awareness about what makes an effective oral care routine. Brushing twice a day for two minutes, using an electric toothbrush, flossing every day and replacing your brush head regularly are simple habits that can have a huge impact on oral health over time."
