Oral Hygiene Practices in 2026 Are Highlighted in the Delta Dental Report

Delta Dental Plans Association has released its 2026 State of America’s Oral Health and Wellness Report, finding that 72% of US adults brush twice daily and 73% floss daily, with preventive dental visits continuing to rise. Reported on 9 October 2026, the US-wide survey of 2,000 adults and parents reveals substantial generational shifts, improving children’s hygiene habits and commercial opportunity across oral care products, dental consumables and insurance-channel engagement.

Although 72% of US adults report brushing twice per day and 73% report flossing daily, only 55% replace their toothbrush every three months as recommended. Among those who do not replace on schedule, 46% simply forget, 42% wait until bristles appear worn and 30% do not purchase a replacement during routine shopping trips, representing substantial commercial opportunity for oral care manufacturers. Gen Z (78%) and Millennials (74%) lead on twice-daily brushing, compared with 69% of Gen X and Boomer respondents. Preventive dental visits are also rising: 89% of adults who visited a dentist in 2025 did so for preventive care (up from 84% in 2024).

Children’s oral hygiene habits have also improved substantially: 75% of children brush twice daily (up from 67% in 2025) and 64% floss daily (up from 50% in 2025). James W. Hutchison, President and CEO of Delta Dental Plans Association, positioned the findings as reflecting continuing US consumer prioritisation of oral health. The research sharpens commercial positioning across US oral care manufacturers Colgate-Palmolive, Procter & Gamble (Oral-B), GlaxoSmithKline (Sensodyne), Johnson & Johnson (Listerine) and Church & Dwight (Arm & Hammer), alongside DSO operators and dental insurance competitors MetLife, Cigna Dental and Guardian.

 The commercial signal is a maturing US preventive dentistry category where generational hygiene adoption, children’s compliance improvements and preventive dental visit expansion drive structural product and services demand. Replacement toothbrush economics alone represent a substantial underserved consumer segment. Expect Colgate-Palmolive, Procter & Gamble (Oral-B), GlaxoSmithKline, Johnson & Johnson (Listerine) and dental insurance competitors to sharpen US positioning through 2027.

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