Britons more concerned with white teeth than hygiene

Britons are more interested in the colour of their teeth than real health issues such as cavities and receding gums, research claims.

A study by Mintel published today found more than four in ten Britons are concerned about the colour of their teeth, while only a quarter are interested in actual health issues.

“Today many people regard their smile as something that can be fixed cosmetically and not through oral hygiene,” said Alexandra Richmond, senior health and beauty analyst at Mintel.

The fact that more people are concerned about the colour of their teeth than health issues such as cavities and gum rescission is a worry, as there is a danger this could result in people neglecting problems such as tongue and gum damage, she added.

Ms Richmond concluded the boundaries between health and beauty had become “increasingly blurred”, which is leading to confusion among customers.

Over the last two years, sales of whitening toothpaste have increased by 15 per cent, rising from 55 million pounds in 2006 to 63 million pounds in 2008 and accounting for 22 per cent of sales in the toothpaste sector.