Oral-B Launches Brush for Better as New Research Reveals the UK's Oral Health Habit Gap
New research commissioned by Oral-B1 has revealed a significant gap between perception and reality when it comes to oral care habits. While more than eight in ten Britons believe they brush their teeth correctly, only 12% are actually following the full routine recommended by dental professionals, leaving nearly nine in ten missing the mark on healthy oral care habits.
Despite people’s confidence, the day-to-day reality looks rather different. Dental professionals recommend:
- Brushing your teeth twice a day for at least two minutes
- Using an electric toothbrush
- Using a toothpaste with fluoride
- Daily flossing
Yet the research found that around one in six Brits (16%) only brush their teeth once a day, around six in ten spend less than the recommended two minutes brushing their teeth, nearly three quarters (74%) do not floss daily, half (50%) use a manual toothbrush rather than an electric toothbrush, and more than a quarter (28%) either do not use the recommended toothpaste or are unsure whether they do.
For Dr Eva CastroPerea, Qualified Dentist and Oral-B Senior Scientific Relations Manager, the findings point to a disconnect between what people believe makes up a good oral care routine and the habits recommended by dental professionals.
"The findings suggest there is often a gap between what people think constitutes a good oral health routine and the behaviours dental professionals recommend," she explains. "Simple actions such as brushing twice a day for two minutes, cleaning between the teeth and maintaining a consistent daily routine can make a significant difference over time."
The research also highlights that oral care can have an impact far beyond our teeth. More than a third of Britons (35%) say they have avoided smiling because they felt self-conscious about their teeth, while almost half (48%) say good oral health makes them feel more confident. The findings underline the wider impact oral health can have on confidence, self-esteem and everyday social interactions, as well as overall wellbeing.
Yet despite this, oral health can sometimes take a back seat to other areas of wellbeing. That is where Oral-B sees an opportunity to help people turn awareness into action.
“With Brush for Better, we want to help people understand what good oral care looks like and give them the confidence to make positive changes to their daily routine. We hope that people across the UK will come along to the Oral-B Bus, speak to our dental therapists and take away practical advice they can use at home. Because ultimately, it’s the habits we build into our everyday routines that can make the biggest difference to our oral health.”
"We also know that oral health is often taking a back seat to other wellbeing priorities, despite the important role it plays in both health and confidence. Encouragingly, the research shows people are willing to improve when they understand why oral health matters and have access to the right support."
It is this opportunity to help people make positive changes that has inspired Oral-B to launch Brush for Better – a nationwide initiative designed to make expert oral health advice more accessible, practical and engaging.
At the heart of the campaign is the Brush for Better Bus, a purpose-built mobile dental unit that will travel across the UK, bringing oral health education directly into communities. Visitors will have the opportunity to meet oral health experts, receive personalised guidance and learn simple, effective ways to improve their daily oral health routine.
For Oral-B, the ambition is not simply to raise awareness, but to help people build the confidence and knowledge to make healthier habits part of everyday life. The initiative aims to double the number of people following the recommended oral care routine by the end of the campaign.
"The good news is that people are willing to improve when they understand what good oral care looks like and why it matters," adds Dr Eva CastroPerea. "Helping people build awareness and confidence in these behaviours can have a lasting positive impact on both oral health and overall wellbeing."
The campaign has also been designed with long-term impact in mind. Through Oral-B’s partnership with Dentaid The Dental Charity, the Brush for Better Bus will be donated to the charity once the national tour concludes. This will create a lasting legacy, helping Dentaid continue to reach vulnerable communities across the UK and provide access to emergency dental care, alongside expert guidance and education.
"Many people recognise the importance of oral health, but don't always have the confidence, knowledge or support needed to build healthy habits," says Andy Evans, Chief Executive Officer, Dentaid. "That's why taking practical oral health advice directly into communities is so important. The donation of the Brush for Better Bus will help us continue reaching people where they are, providing emergency care alongside expert guidance and education that can help turn good intentions into healthier long-term habits."
Complementing the research, the Open Up documentary will bring these findings to life, shining a light on the profound impact oral health can have on confidence, wellbeing and day-to-day life, while highlighting the importance of making information and support more accessible.
By bringing together new research, expert-led education, community engagement and a long-term partnership with Dentaid The Dental Charity, Oral-B’s Brush for Better aims to bridge the gap between perception and reality – helping more people understand what good oral care looks like and giving them the tools, knowledge and confidence to turn healthy intentions into healthier habits for life.
1 The Oral-B Brushing Habits Survey was conducted by OnePoll commissioned by Oral-B, conducted online among 2,000 UK adults between 16 and 20 June 2026. Nationally representative by age, gender and region.
