New research from Mintel has highlighted a lack of awareness of the importance of oral hygiene among British parents. The data revealed that just half of parents with children aged up to 12 years take them to the dentist regularly, while only 57 per cent always ensure their children brush their teeth properly. Just one in five parents thought that children aged six and over should use mouthwash, while just 12 per cent recognised the value of flossing, and seven per cent said that baby teeth don’t need attention as they fall out anyway. One in five also admitted to not being confident about protecting their child’s oral health.

“It’s likely parents think of oral care to be limited to toothbrush and toothpaste when it comes to their children, so don’t feel the need to take their child to the dentist regularly or see the need for products beyond basics,” said Roshida Khanom, Mintel’s senior personal care analyst.