Research uncovers strong dental and healthcare education opportunity, with 80% of Americans saying oral care would feel more important if they understood its impact on overall health

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CINCINNATI -- (Business Wire)

P&G, the maker of Crest and Oral-B, and the American Academy of Family Physicians (AAFP) are teaming up to help Americans better understand the connection between oral health and overall health – and the simple daily habits that can support better health outcomes.

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Infographic on P&G Ipsos Whole Body Health Survey Findings

A national survey of more than 2,000 Americans*, conducted by Ipsos in partnership with P&G and supported by the AAFP, found that while 76% of Americans say they are motivated to take care of their oral health, only 3% of Americans associate oral health with whole-body health when polled.

The findings highlight that nearly half of Americans (44%) say they have never heard of the connection between oral health and cardiovascular disease, with awareness dropping even further for other conditions including diabetes (55%), respiratory disease (68%), pregnancy complications (67%), and Alzheimer’s disease (77%).

When left untreated, clinical evidence shows plaque bacteria and inflammation can progress beyond the mouth, reinforcing the important connection between oral health and overall wellbeing.

“Americans clearly care about oral health, but many still don’t fully understand how closely it’s connected to overall wellbeing,” said Stephanie Gans, DDS, Senior Scientist and Professional & Scientific Relations Manager for Crest + Oral-B. “At the same time, the survey findings show a real opportunity: 80% of Americans say oral care would feel more important if they better understood its impact on overall health, and 92% say proof would motivate them to improve their routine. We’re helping people understand that simple, everyday habits can play an important role in supporting long-term health.”

Key findings from the national survey include:

AWARENESS GAP: Americans Don’t Fully Understand the Mouth-Body Connection

• Nearly half of Americans (44%) have never heard of the connection between oral health and cardiovascular disease
  • Among Gen Z respondents, that number rises to 57%
• Awareness is even lower for other conditions:
  • Diabetes (55%)
  • Pregnancy complications (67%)
  • Respiratory disease (68%)
  • Alzheimer’s (77%)
• Only 12% of respondents ranked oral health among their top three health behaviors, far behind exercise (59%) and healthy eating (52%)

REALITY CHECK: Oral Care Is Often One of the First Healthy Habits to Slip

• Nearly 3 in 4 say holidays or big events have led them to skip or scale back oral care
• 53% skip brushing at least once a day
• Some of the biggest disruptors to oral care routines are: tiredness (41%), being sick (40%), routine changes (39%), being busy (36%), and stress (29%)
• Three times more people track their steps (30%) than oral health symptoms (10%)

“The mouth is one of the earliest and most accessible indicators of overall health,” said Dr. Sukirth Ganesan, DDS, PhD, MPH and Director of the Advanced Education Program in Periodontics at the Iowa College of Dentistry and Dental Clinics. “We can catch important health signals earlier, but only if patients and health care providers recognize the signs. Symptoms like bleeding gums can indicate underlying inflammation or infection and are often overlooked. This survey underscores the need for better education, earlier intervention, and stronger collaboration between dental and medical professionals.”

While physicians and dental professionals can help patients understand the importance of oral health, P&G is working to make oral health easier to achieve. A simple routine, focused on brushing twice a day for two minutes with a stannous fluoride toothpaste that provides 24-hour antibacterial protection like Crest Pro-Health and an electric toothbrush with a dentist-inspired round head like the Oral-B iO Series, can help remove more plaque and improve gum health, supporting not just a healthier smile, but overall wellbeing. In fact, the Oral-B iO Series electric toothbrush with its oscillating-rotating brush head and Crest Pro-Health toothpaste together deliver 10x healthier gums** than brushing with a regular toothpaste on a manual toothbrush.

“Too often, care for the mouth and the rest of the body happen independently. When physicians and dental professionals work together, we can improve patients’ understanding of the connection between oral care and whole body health,” said Rebecca Fuller Beeler, PhD, Vice President, Integrated Marketing Communications at the AAFP. “Family physicians can play an important role as the first line of defense against preventable illness and disease by also promoting good oral health during patient visits.”

Together, P&G, Crest, Oral-B and the AAFP hope to encourage Americans to view oral care not simply as part of a daily hygiene routine, but as an essential part of supporting overall health and wellness.

The American Academy of Family Physicians does not endorse The Procter & Gamble Company, Crest, Oral-B, or any other specific company or product.

About Oral-B

Oral-B is the worldwide leader in the over $5 billion brushing market, drawing upon 75+ years of expertise to empower healthier lives for all through better oral care. The brand features a wide variety of products to build a personalized oral care routine for the best clean every time, including manual, battery and electric toothbrushes for children and adults, and interdental products such as dental floss. Oral-B’s iO Series electric toothbrushes feature the latest in brushing technology, with a dentist-inspired round brush head that removes 100% more plaque than regular manual brushes, for cleaner teeth and healthier gums.

About Crest

Since its launch in 1955, Crest has been at the forefront of oral care innovation, empowering healthier smiles for 70 years. Backed by decades of research and trusted by dental professionals, Crest offers a full portfolio of products designed to meet the evolving needs of families and individuals, from cavity protection and enamel strengthening to advanced whitening, gum health, and sensitivity relief. Beyond toothpaste, Crest provides comprehensive oral care solutions, including mouthwash, whitening treatments, and daily regimens that work together to help maximize the benefits of brushing.

About P&G

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

*This P&G/Ipsos poll was conducted April 3 – April 14, 2026, by Ipsos using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 2,052 adults, age 18 or older. The margin of sampling error is plus or minus 2.21 percentage points at the 95% confidence level, for results based on the entire sample of adults. The study was conducted in English. The data for the total sample were weighted to adjust for gender by age, race/ethnicity, education, Census region, metropolitan status, and household income.

**J Dent Res Vol #105(Spec Iss A ):531

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Contacts:

MEDIA CONTACT:
Zeno Group for P&G, pgwbh@zenogroup.com

Source: Procter & Gamble