New UK study uncovers alarming gaps in public understanding of gum health
A major new study marking the 50th anniversary of a leading oral care brand has revealed widespread gaps in gum health awareness among UK adults. The research, conducted in May 2025 among 2,000 British respondents, offers significant insight into oral hygiene behaviours, identifying key areas where both dental and pharmacy professionals can enhance patient education and engagement.
More than half of the respondents (57%) admitted they don’t consistently consider their gum health while brushing. Nearly 45% stated they rarely think about the health of their gums at all, underscoring the critical need for nationwide education campaigns on the role of healthy gums in maintaining overall oral health.
“This study shows that gum health is often overlooked, even though it’s as vital as tooth health,” said Dr Kate Fabrikant, Medical Affairs Director for Northern Europe at Haleon. “Considering around half of participants reported gum bleeding, the findings clearly indicate an opportunity—and responsibility—for professionals to reinforce evidence-based oral care habits.”
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Key findings highlight urgent need for professional intervention
- 55% of respondents experience bleeding gums
- 29% report bleeding every few weeks or more
- 37% focus only on cleaning their teeth, ignoring the gums
- Only 63% brush for the recommended two minutes
- Just 26% use the proper 45-degree brushing angle
These results point to a widespread lack of adherence to fundamental gum care practices, despite the availability of clinical guidelines and professional advice. According to experts, bleeding gums can be an early warning sign of gum disease and should not be ignored.
Strengthening the future of gum care
In response to these findings, the oral health brand behind the study has launched a new "Gum Strengthen & Protect" range, combining clinically tested toothpaste and mouthwash with hyaluronic acid to support stronger, healthier gums. This preventative line aims to empower consumers to take early action and integrate gum health into their daily hygiene routines.
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The research is a timely reminder for professionals in dental and pharmacy settings to proactively initiate discussions about gum health with their patients. Simple advice—such as brushing at a 45-degree angle for two minutes, twice daily with a gum-specific fluoride toothpaste—can help bridge the current knowledge gap and reduce preventable gum issues across the UK.
As the brand celebrates 50 years of research and innovation in oral care, the call to action remains clear: advancing public education and reinforcing best practices can help ensure better gum health outcomes in the decades to come.
Stay informed. Stay ahead.
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