The cost of looking after your oral health


•British adults spend an average of £16.34 on oral health products every month.

•Products include toothbrushes, toothpaste, mouthwash, interdental brushes and sugar free chewing gum.

•Nationwide research undertaken by the Oral Health Foundation as part of the charity campaign National Smile Month.


BRITISH ADULTS are spending almost £200 a year looking after their smile by purchasing oral health care products, according to the results of a nationwide survey.

An investigation by the Oral Health Foundation, looking at the spending power of more than 2,000 people from across the United Kingdom, finds Brits are spending an average of £16.34 on products such as toothpaste, mouthwash, interdental brushes and sugar free chewing gum each month.1

As the number of people visiting a dentist continues to rise, and with treatments such as tooth whitening becoming more popular, the charity says the population is now placing a much greater emphasis on good oral health.

Dr Nigel Carter OBE, Chief Executive of the Oral Health Foundation, believes more people now recognise the importance of a healthy mouth and its links with overall wellbeing:“A healthy mouth often translates to a healthy body and this message is being adopted by greater numbers of a population which is becoming significantly more health-conscious”.

Further findings from the study shows those in London are likely to spend the most on oral health products, with residents spending an average of £25.53 every month – more than 50% above the national average. Those living in Oxford (£23.72), York (£19.83) and Liverpool (£18.03) are also top spenders when it comes to oral health.

Residents who spend the least amount of money per month on oral health products are in Sheffield (£7.46), Leeds (£7.81) and Belfast (£8.53).

More results from the poll show men spend an average of £18.87 per month, around a third more than women (£13.81) while purchasing power peaks for those aged between 25 and 34, then declines steadily into a person’s elderly years.

During National Smile Month, the charity is also keen to highlight the importance of cutting down on sugary foods and drinks, as well as encouraging regular dental visits.

National Smile Month is being supported by some of the nation’s best known oral health brands, including Oral-B, Wrigley, Philips, Regenerate Enamel Science, Polo® Sugar Free and Curaprox.

Visit for more information about National Smile Month.

1. Oral Health Foundation (2018) ‘National Smile Month Survey 2018’, Atomik Research, United Kingdom, Sample Size 2,005

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