Tooth decay remains one of the biggest oral health challenges facing New Zealanders.
As the most common chronic disease across all ages, it has significant health impacts and costs, along with gum disease, which also affects a substantial proportion of the adult population.
Although largely preventable, they can have a major impact on personal appearance, self-esteem, social interaction, employment, the ability to speak and chew, and general health.
According to the New Zealand Dental Association (NZDA), a key issue is that oral disease is not experienced equally.
“Māori, Pacific peoples, people living with the least socioeconomic advantage, people with disabilities, older adults and people on lower incomes continue to carry a greater burden of preventable oral disease,” said a NZDA spokesperson.
“Pacific oral health evidence also points to significant unmet need, disparities and access barriers across Pacific populations.”
Access to timely and affordable dental care has become another major challenge, particularly for adults. Many people delay treatment because of cost, fear, previous dental experiences, or difficulty accessing regular care. This can mean problems that could have been prevented or managed early become painful, urgent and more complex to treat.
Children with disabilities also face particular barriers. Recent Auckland-based research found high caries risk and unmet dental needs among children with disabilities, along with fragmented care pathways, limited specialised equipment, long waitlists and the need for more tailored and integrated care.
One common mistake that NZDA highlighted was underestimating the role of frequency. The NZDA spokesperson noted that it was not only about how much sugar someone consumes, but also about how often their teeth are exposed to sugar and acid throughout the day.
NZDA is especially concerned about the impact of sugar consumption on oral health, particularly sugary drinks, which have also become one of the most significant risk factors for tooth decay, obesity, type 2 diabetes and other noncommunicable diseases.
NZDA supports introducing a sugary drinks levy to reduce consumption and tooth decay, consistent with WHO guidance. It also supports clearer sugar labelling, including a sugar icon on sugary drink packaging showing the amount of sugar in teaspoons; regulation of the promotion, advertising and marketing of sugary drinks to children; water-only policies at council venues and events; and limits on the sale and advertising of sugary drinks in and around schools.
“As a nation, we consume sugar at an alarming rate. The health effects of a high-sugar diet are well known, and New Zealand’s poor health statistics reflect this.”
Toothbrushing is effective, but many people also miss the areas between the teeth, where plaque can build up. Interdental cleaning tools, including floss, interdental brushes, or water flossers, may help when suitable for the person.
Additionally, there has been growing interest in technology-enabled products, such as electric toothbrushes and app-supported brushing tools, with evidence suggesting that power toothbrushes can help remove plaque. Electric toothbrushes can also be helpful for older people, people with reduced dexterity, or people who need support with daily oral care.
For children and people with special care needs, the right toothbrush design also matters. Some children chew or wear out toothbrushes quickly, so families may need to replace them more often or choose products that are easier and safer to use.
From a public health perspective, consumers have become more aware that oral health is part of general health, not separate from the rest of the body, leading to an increased interest in products that support daily oral care routines.
At the same time, NZDA said that the oral care aisle has become more complex. Shoppers now see a wide range of products, including electric toothbrushes, whitening products, natural or alternative toothpastes, mouth rinses, interdental brushes, water flossers, products for sensitive teeth, and products marketed for gum health.
“Choice can be positive, but it can also be confusing if product claims are not evidence-based. The key message is that product choice should be guided by evidence rather than marketing alone,” said NZDA.
“For most people, fluoride toothpaste remains one of the most important everyday products for preventing tooth decay. Products that are affordable, accessible, easy to use, and suitable for different life stages are also important.”
At the same time, NZDA advised consumers to be cautious about products that make strong claims without clear evidence. Whitening products, charcoal products and “natural” toothpastes should be considered carefully, particularly if they do not contain fluoride or may be abrasive.
“The best product is safe, evidence-informed, affordable, suitable for the person using it, and used consistently.”
NZDA added that awareness has improved through public health messaging, school and community campaigns, and wider conversations about sugar, but there is still more to do.
Oral care brands can support public health by working with dental professionals and public health organisations to ensure their messages are evidence-informed, culturally appropriate, and easy to understand.
Behavioural science suggested that small changes in how choices are presented, such as reminders, clearer information, and healthier default options, can help encourage better oral health behaviours without restricting consumer choice.
Retailers can help through shelf signage, QR codes, simple brushing guides, sugar awareness messaging, family-focused oral health displays, and clear product navigation. Products could be grouped by life stage or need, such as children, sensitive teeth, gum health, dry mouth, dentures, orthodontics, assisted brushing or special care needs.
Retailers can also contribute by supporting healthier food and drink environments. The availability, affordability and marketing of sugary foods and drinks are commercial determinants of oral health, and retailers can help by making healthier choices more visible, accessible and attractive.
For equity, retailers and brands should also consider people who are often not well served by standard products, including people with disabilities, older adults, children with sensory needs, and people who need caregiver support with daily oral care.
From a public health perspective, NZDA noted that the most exciting innovations do not necessarily involve the most complex or expensive products; the most useful innovations are those that make prevention easier, more affordable, and more accessible.
Apart from electric toothbrushes and app-supported brushing tools, water flossers and other interdental cleaning tools may also become more common, particularly for people who find traditional floss difficult to use.
Dry mouth products have become another important area, especially as the population ages and more people take long-term medications that can reduce saliva flow. Dry mouth can increase the risk of new and recurrent tooth decay, so products that help manage dry mouth may become increasingly relevant.
Inclusive product design is also important. Future supermarket ranges should better consider children with disabilities, people with sensory needs, older adults, and people who rely on caregivers for daily oral care.
Emerging areas of oresearch that could influence future supermarket ranges include better fluoride delivery, sugar reduction, dry mouth management, oral health and systemic health,
behaviour-change tools, app-supported brushing, accessible product design, and sustainable product packaging.
“For supermarkets and oral care brands, the main opportunity is to make the healthy choice the easy choice: fluoride toothpaste, plain water over sugary drinks, clearer sugar information, age-appropriate products, and practical tools that help people care for their teeth and gums every day.”
More from the dental aisle in the latest issue here
