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The war on plaque is well under way with the top pharmaceutical companies showing off their latest weapons in the fight to give the nation stronger, whiter, healthier teeth

As a pharmacy category, oral care often has a low level of engagement. According to James Turner, oral care category controller at GlaxoSmithKline, there are a number of opportunities that pharmacists can take to encourage customers to have a more active interest.

'There will be three key areas over the coming years that will drive market growth €“ education, beauty-based oral care products and specialist care,' he says.

'GSK works closely with dentists and healthcare professionals to understand how the range of products it offers can make a dental regime more accessible and enjoyable for children and adults.'

GSK recommends stocking a range of products to satisfy every need, from those who require toothpaste as part of their daily beauty regime to those who want a product to treat existing mouth conditions.

Education boost

Children's oral care is a growing concern. Public Health England (PHE) revealed in September 2014 that more than one in 10 three-year-olds have tooth decay. In October 2014, the National Institute for Health and Care Excellence (NICE) advised that local authorities need to offer better advice and support in oral hygiene.

Dominique Tillen, founder of Brush-Baby, which launched its KidzSonic electric toothbrush in December 2014, says that the NICE guidance indicates that there's a need for greater awareness and education. 'Baby or milk teeth matter because they are setting a precedent for later adult teeth and, essentially, the formation of habits and a daily care programme to transition from childhood to adult years,' she says. 'Increasingly, many parents are turning to pharmacists as their first port of call for advice on matters including teething and oral care.'

GSK is committed to driving healthy habits from a young age.
'Last year, Aquafresh refreshed its portfolio with the introduction of three new toothbrushes, a teether and three new toothpaste reformulations,' says James Turner. 'By extending the Aquafresh Kids platform, the Aquafresh Milk Teether will help ensure that Aquafresh is at the forefront of consumers' minds and the top choice for mums when thinking about oral care from the first tooth.'

According to Hamish Khayat, founder of the Rockabilly Kids toothbrush, innovation is key, and pharmacists should focus on children's dental products that help to make oral care more exciting. 'Part of the problem with dental hygiene amongst children is that they find cleaning their teeth a chore,' he says. 'Rockabilly Kids is Europe's first self-standing brush and promises to never fall down, no matter how many times toddlers try to knock it over. This provides much entertainment and consequently turns the teeth cleaning routine into something that can be enjoyed.'

Cosmetic benefits

Adult oral care often overlaps healthcare and beauty. James Buchanan, White Glo brand manager, says that stocking a range of good-quality teeth whitening products is vital to the growth of the category. 'Consumers are driven more and more to look and feel their best,' he says.

'Of cause they still require a toothpaste that will cater for their oral health in terms of fighting plaque, preventing disease, removing tartar etc. White Glo whitening toothpaste is formulated with fluoride protection so that it has the benefit of an ordinary toothpaste to protect teeth and gums, but also the added function of superior teeth whitening.'

Pearl Drops recently launched a specialist three-step at-home whitening treatment, Pearl Drops Pure White. 'Tooth whitening is now increasingly considered to be a dental essential, with 'at-home' treatments growing in popularity,' says a Pearl Drops spokesperson.

'Pharmacists need to attract customers with quality products that are proven to work and should ensure that they have an effective whitening product for every type of customer at every price point. The Pearl Drops 4D Whitening range of toothpolishes provides clinically proven whitening options, whether customers are looking for instant gloss and shine or intensive stain removal for up to four shades whiter teeth.'

Specialist care

In recent years, gum disease has been linked with general health conditions such as diabetes, strokes, cardiovascular disease and poor pregnancy outcomes. In Oral B's 2014 Plaque Report, only 15 per cent of the population cited plaque as their top oral health concern.

Dr Uchenna Okoye, Oral-B Smile director, says that pharmacies should be drawing attention to the nasty results of bad brushing habits: 'Sometimes shock tactics are the best way to make people aware of how important good oral care is,' she says.

'I can't stress enough the importance of brushing twice daily with an electric toothbrush to keep plaque levels down because it's plaque that causes most oral health problems. The Oral-B Cross Action brush head is the best tool I've found for getting rid of plaque from under gums, which is where problems tend to start. I also recommended plaque disclosing tablets so you can see it any areas you've missed.'

Chris Dodd, managing director of Beverly Hills Formula, believes that pharmacies should be focusing on products with a specific purpose, such as high fluoride mouthwashes or toothpastes or products for bleeding gums or bad breath.

'Pharmacists should highlight that toothpastes from a supermarket are too general and don't have a specific-enough function to cater for oral care issues,' he says.

'Pharmacists should educate customers on which products to use. Our latest toothpaste Perfect White Black is a daily treatment, as it doesn't include any chlorhexidine, which can cause staining of the teeth if used too often. Perfect White Black Mouthwash, which will launch in early 2015, boasts similar properties and can also be used on a daily basis to combat and neutralise odours.'

Kelly Price, DenTek brand manager, believes that healthcare professionals need to focus more strongly on flossing, as part of an overall dental routine. 'Preventative oral healthcare is going to be a government focus for 2015,' she says. 'This needs to be supported by the dentist and pharmacist, encouraging patients/customers to floss regularly (twice daily), which takes just two minutes a day. Brushing without flossing is comparable to cleaning only 65 per cent of your body, leaving 35 per cent untouched and prime for bacterial growth.'

Pharmacies need to offer more than just products to encourage customers through the door, if they want to compete with supermarkets and groceries. Jerome Lemaire, Reckitt Benckiser's UK marketing director, says pharmacists should liaise with local dentists to promote the pharmacy role in treating minor mouth ailments (e.g. mouth ulcers and mouth pain).

'Once customers are in store, pharmacists need to ensure there is front of store Point of Sale to drive awareness of oral care and prompt questions and discussion,' he says.

'Items such as window posters and leaflets are really useful. Many leading brands offer these materials, so pharmacists should contact their local reps to find out what is available. Make sure the shelf is well organised, having all oral care close together for easy navigation.'

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