42% of people choose a toothbrush by the brand, survey reveals

Recent research by DentaVox sheds light on what affects the choice of a toothbrush, one of the most important tools for maintaining good oral hygiene. According to the results, most respondents express a preference for famous brands. It was found to be the second most popular determinant after high quality. The significance of brand prominence may be related to the more frequent promotion of famous brands as 48% of participants report they have seen an advert about the toothbrush before buying it. The majority of respondents use Colgate, followed by Oral-B, whereas only a small percentage of them stick to local brands. On the other hand, when it comes to changing the type of toothbrush, the dentist’s advice plays a vital role.

Furthermore, the leading choice-determining features are its type – with a preference towards manual – and its bristles’ firmness. Whether soft or medium/hard bristles are preferred, it is one of the most popular elements that people pay attention to.

The key findings from the survey and more insights are illustrated in the infographic below:

toothbrush choice infographic

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Quality and brand prominence guide patient’s choice of toothbrush

65% of survey participants point out that the best quality is an important factor for their choice. The second most influential aspect is the brand’s prominence, cited by 42% of people. While it is unclear what determines their perceptions of quality, the importance of brand name can be linked to the impact of advertising. As already mentioned, almost half of respondents recall seeing an advert for the toothbrush before making up their mind.

In previous studies, the results on the impact of brand and media advertising are quite controversial. For instance, similar to the findings here, research in Nigeria confirms that brand name is a strong factor, whereas a study in India refutes it. On the other hand, media promotion appears as a decisive factor in the Indian study in support of DentaVox results, and in contrast to the concussions of the research in Nigeria. This points to possible specifics by country and it should be noted that respondents from different countries took part in the DentaVox survey.

45% of respondents change the type of toothbrush following a dentist’s recommendation

When it comes to switching to another toothbrush, most respondents count on guidance from their dentist. Other aspects, such as convenience and lucrative price promotions, have less influence. It is an interesting finding, considering that dentist’s advice was not among the leading factors when choosing a toothbrush in general.

Manual toothbrush and the type of bristles are the leading choice-determining features

A manual toothbrush is a preferred choice for half of the respondents, as opposed to reports on the growing popularity of electric toothbrushes in developed markets. Likely, the differences are due to the global respondent’s base including also developing and transitional markets in addition to developed, as compared to regional research.

The second most important feature is the firmness of bristles. The proponents of soft vs. medium/ hard bristles are rather similar in share, 47% vs. 44%. In any case, there is a strong preference for one or the other type. Contrary to that, charcoal bristles are popular just among 4% of participants.

Interestingly, other country-specific surveys report a preference towards soft and super soft bristles, 72.6%, versus 27.4% in favor of medium or hard bristles.

Colgate and Oral-B – the most used toothbrush by survey participants

Given that 42% of respondents choose a toothbrush of a famous brand, the popularity of Colgate and Oral-B among survey participants is not surprising. These are the brands used by the majority of respondents, and just a small percentage prefer local ones. The findings are close to previous regional studies such as these in the UK and India.

Interested in stats for other oral care products?

Find out what drives consumer’s decisions when choosing toothpaste and which are the preferred brands in the free live stats on DentaVox.