The research, which spoke to 1,000 British women with children aged 12-14, found that a quarter of them (23 per cent) either don’t know about the impact after school snacking can have on oral health or have never considered it. More than two-thirds (67 per cent) are not even aware that 4pm is a key snacking time for their children.
Furthermore, according to mums themselves, the average 12-14 year old spends just one minute and one second brushing their teeth twice a day – which is only half the time dentists recommend, and could further impact their children’s teeth. One in two mothers (50 per cent) also admits they are hitting a brick wall when it comes to getting their children to break out the toothpaste more regularly.
Yet as the brushing battles rage, less than half (45 per cent) are aware that chewing a sugar-free gum is a quick and easy way to keep their youngsters’ teeth in mint condition, particularly after tucking into a snack or eating on the move.
Dr Nigel Carter, Chief Executive of the British Dental Health Foundation, says:
“Post-school snacks are an increasingly common part of a child’s everyday routine, and as a profession we now regularly see the effect this is having on their oral health.
“What a lot of people don’t know is that snacks can be just as damaging for teeth as main meals. And while brushing for two minutes, twice a day is still the best way to keep teeth clean and healthy, chewing sugar-free gum in between can be extremely effective in breaking down lingering food, neutralising harmful plaque acids and reducing the risk of decay.”
To help parents win the battle of the snacks, Wrigley is launching the Chew O’clock Challenge, a new campaign that calls on families to chew sugar-free gum together every day at 4 o'clock, the key post-school munching period and a time when teeth are at risk from lingering food.
Leading the campaign is singer, songwriter and model, Sophie Ellis-Bextor who, as a mother of three, knows all about the challenges of encouraging children to look after their teeth and the importance of brushing every morning and evening. Yet just like many mums, she was unaware of the oral health risks associated with snacking during the day - or the possibility of using a sugar free gum to mitigate them.
Sophie says:
“Like most mums, my family life is busy enough, so the last thing I want is to be constantly nagging my kids about looking after their teeth. But I also had no idea that snacking could have such an effect on their overall oral health.
“Since getting involved with the Wrigley Chew O'clock Challenge, I’ve seen how effective chewing sugar-free gum can be in reducing that impact, especially in between brushing times or when heading home from the after school pick-up. I’ll certainly be adding Chew O’clock to our daily routine from now on – it’s a simple step, every mum should try!”
Chewing sugar-free gum after eating and drinking can be a strong addition to our dental health routine. It increases the production of saliva which helps to wash away food particles. It also helps to neutralise harmful plaque acids which, over time, can weaken your teeth and can lead to tooth decay.
The oral care benefits of sugar-free gum are widely recognised by the FDI World Dental Federation and supported by national dental associations worldwide, including the British Dental Health Foundation.