New research commissioned by Oral-B* 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. Dentists recommend brushing your teeth twice a day for at least two minutes, using an electric toothbrush and a fluoride toothpaste, and to floss daily. However, 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.
Despite the important role oral health plays in overall wellbeing, it is often overlooked in favour of other health priorities. The research found Britons put more effort into healthy eating (52%) and exercise (47%) than oral care (37%), highlighting how oral health can take a back seat within wider conversations around health and wellbeing.
Yet oral health affects far more than just 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. The research also points to a significant opportunity for positive behaviour change among younger generations. While oral care is not always a top priority, younger people are often highly engaged with their health, appearance and wellbeing. Encouragingly, Gen Z are among the most willing to improve their habits once they understand the wider implications of good oral health. Off the back of the research, to help people turn good intentions into better oral care habits, Oral-B has launched Brush for Better - a nationwide initiative designed to make expert oral health advice more accessible, practical and engaging. The campaign aims to empower people with the knowledge, guidance and support needed to build healthier oral care habits and improve their long-term oral health.
At the heart of the campaign is the Brush for Better Bus, a purpose-built mobile dental unit which 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. Its goal is double the number of people following the recommended oral care routine by the end of the campaign.
The initiative has been created to help people build the confidence and knowledge needed to take control of their oral health, turning awareness into action and helping more people establish healthier habits for life.
The campaign has been developed with long-term impact at its core through Oral-B's partnership with Dentaid The Dental Charity. Once the national tour concludes, the Brush for Better Bus will be donated to the charity, creating a lasting legacy and enabling continued access to emergency dental care for vulnerable communities across the UK.
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 underscoring the importance of improving access to information to improve dental care habits.
By combining 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 habits look like and giving them the tools and support to turn healthy intentions into healthy habits.
Andy Evans, Chief Executive Officer, Dentaid, said: "The research highlights something we see every day. Many people recognise the importance of oral health, but don't always have the confidence, knowledge or support needed to build healthy habits. 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, including emergency care, providing expert guidance and education that can help turn good intentions into healthier long-term habits."
David Ewan, Northern Europe Senior Director Oral-B, said: “What this research reveals is a clear gap between perception and reality when it comes to oral health: while 82% of Britons believe they brush correctly, just 12% follow the full recommended routine.”
"At the same time, 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. That's exactly why we're launching Brush for Better - to help people build the knowledge, confidence and healthy habits needed to improve their oral health for the long term.”
Dr Eva Castro Perea, Qualified Dentist and Oral-B Senior Scientific Relations Manager, said: "The findings suggest there is often a gap between what people think constitutes a good oral health routine and the behaviours dental professionals recommend. Simple actions such as brushing twice a day for two minutes, cleaning between teeth and maintaining a consistent daily routine can make a significant difference over time."
"The good news is that people are willing to improve when they understand what good oral care looks like and why it matters. Helping people build awareness and confidence in these behaviours can have a lasting positive impact on both oral health and overall wellbeing."
* 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.
