A survey of 2,000 parents with children aged six to 11 reveals that mothers and fathers spend an average of 38 minutes each day negotiating with their kids over chores and hygiene. This amounts to the equivalent of 10 full days per year. The most common battleground is tidying their room (60%), followed by getting ready (54%) and doing homework (51%). Toothbrushing specifically takes up eight minutes of daily negotiation, according to the research commissioned by Oral-B.
Parents win only two-thirds of debates
Despite the daily stand-offs, parents estimate they win just 65% of these arguments. To make chores more appealing, 47% of parents have tried turning tasks into games, with 81% of those using gamification. A spokesperson for Oral-B commented: “Many parents resort to bizarre negotiation techniques to get their child to do what they want. Sometimes it can feel like you aren’t getting anywhere, but being persistent is the key. Giving your children the freedom to make their own decisions is important, but as a parent you are there to guide them to the right one.”
Toothbrushing habits remain poor
The study found that only 27% of children brush for the recommended two minutes every time, and 20% of parents carry out 'quality control' checks. Furthermore, 59% have caught their children lying about brushing their teeth. These findings align with the National Dental Epidemiology Programme (NDEP) for England's 2025 oral health survey of five-year-olds, which revealed that 82% had an untreated decayed tooth, with an average of 3.5 teeth affected per child. Children in the most deprived areas are more than twice as likely to experience dentinal decay compared to those in the least deprived areas.
Tooth decay leads to hospital admissions
Tooth decay remains the leading cause of hospital admissions for children aged five to nine in England. In 2024/2025, 21,162 children in this age group were admitted to hospital due to tooth decay, surpassing admissions for acute tonsillitis. In response, Oral-B has launched a new toothbrush designed to make brushing easier and more enjoyable, featuring gentle micro-vibrations, a dentist-inspired round brush head, a gum pressure sensor, and a two-minute music timer that connects to the Disney Magic Timer App.
Dentist emphasises importance of early habits
Dentist Sarovi Davda, a parent of young children and a specialist in periodontitis, said: “As both a parent of young children and a dentist, I know that getting children to brush properly isn't always easy, but it's one of the most important investments we can make in their future oral health. Many parents don't realise that when adult teeth first erupt, from around the age of six, they enter a unique window of opportunity. During the first few years after eruption, the enamel is still maturing, making these teeth especially responsive to the protective benefits of fluoride but also more vulnerable to damage from dental plaque. The habits children develop during this time can influence the health of their teeth for decades to come. Tooth decay and gum disease are both largely preventable, and good brushing habits are the foundation for preventing both. Toothbrushes that make brushing fun and engaging can help children brush for longer and more effectively, making it easier for families to build healthy routines that last a lifetime.”
Top 10 negotiation topics with children
- Tidying their room
- Brushing teeth
- Getting ready
- Doing their homework
- Getting dressed for school
- Doing chores
- Turning down their device
- Eating vegetables
- Putting shoes on
- Drinking water
