Aquafresh research highlights importance of stocking full dental range

Over two fifths (41 per cent) of children have missed one or more days of school due to oral hygiene concerns or treatment, according to a survey of parents by Aquafresh, the UK’s number one toothpaste brand for children. Commissioned as part of the brand’s Shine Bright campaign, which is now in its sixth year, the research also surveyed teachers and found that 65 per cent believe a lack of knowledge about oral care has led to children in their school having poor dental hygiene. What’s more, 94 per cent of teachers have noticed dental or oral ailments in the children they teach, including tooth decay, discolouration, the need for fillings or extractions or halitosis.

With 43 per cent of parents taking their children to the dentist only once a year, Aquafresh wants to highlight the impact poor oral hygiene has on children, parents and schools, and the need for retailers to stock a full selection of products for children of all ages. Whether it is toothpaste suitable for those getting their first milk teeth or kids with adult teeth, Aquafresh’s portfolio is designed to ensure shoppers can find the right products for their family.

“We’re proud to be relaunching our Aquafresh Shine Bright campaign for the sixth year running, raising awareness of the importance of starting a good oral healthcare routine from a young age,” said Michael Durkin, GB Sales Director at Haleon. “Our new research highlights a need for better oral health education and access to this, which is something we are passionate about at Aquafresh.

“The research also uncovered that 20 per cent of children only brush their teeth once a day, demonstrating the role on-pack communication can play when it comes to oral hygiene practices. We want to use our expertise to provide shoppers with the best advice in-store on how to help children start and maintain good oral health routines, and our retail partners are instrumental in driving this change.”

Earlier this year, Aquafresh donated 10,000 toothbrushes to the Dental Wellness Trust, which promotes oral health among children. The Aquafresh Shine Bright Academy schools programme is available to all schools in the UK, offering engaging lesson plans, activity packs and a competition to drive oral care education and engagement in the school setting.