More than half of young children in the UK admit they have fibbed to parents about brushing their teeth, according to new research from Bupa Dental Care – showing the daily brushing battles faced by families and the impact rushed routines can have on oral health and dental anxiety.
A nationwide study of 1,000 parents and 1,000 children aged 3-10 found:
- 56% of children admit to fibbing about brushing their teeth
- 41% brush for a minute or less, despite guidance to brush for two minutes, twice a day
- 13% of children feel anxious about visiting the dentist, rising to 22% of parents
The findings come as tooth decay remains one of the leading causes of hospital admissions among young children in England[1], underlining how brushing habits and attitudes to dental care formed early in life can have lasting consequences.
Brushing routines and dental anxiety
Nearly half of parents (46%) say they worry their child is not brushing effectively, while 29% are concerned their child is not brushing for long or often enough. When brushing feels rushed or becomes a battle, it can also affect how children feel about visiting the dentist.
Among children who report feeling anxious, common triggers include dental equipment (52%), loud noises (46%), bright lights (34%) and fear of the dentist themselves (27%).
Parental anxiety also plays a role. Nearly one in five children (18%) say a parent’s nerves make them feel more anxious, while 22% of parents admit they feel nervous too, which is often linked to worries about pain or previous experiences.
Helping children feel calmer and more confident
In response, Bupa Dental Care has launched The Dentist’s Apprentice, a new children’s storybook written by award‑winning author Jennifer Gray, designed to help children understand what happens at the dentist and reduce fear of the unknown.
Reading stories with children can play an important role in helping them manage worries and understand their feelings. More than 9 in 10 parents (93%) believe story time can help children deal with fears or anxieties, while more than half (54%) say reading together helps calm their child down. Almost half (48%) also say their children learn from the characters in the books they read.
The story follows an anxious crocodile through a step‑by‑step dental visit, helping children feel informed, reassured and in control. An accompanying audio version is voiced by JLS member Aston Merrygold, singer and father of three, who also shares his own experiences of navigating brushing battles at home.
Aston Merrygold, member of British boyband JLS, said: “Brushing teeth can feel like a daily battle in many households, especially when you’re trying to make sure little ones brush for long enough. At home, I try to keep it fun, using music, brushing together and sticking to routines. Making brushing enjoyable really helps, and it makes a big difference when it comes to visiting the dentist too.”
The book is available in Bupa Dental Care practices and can be read before or during appointments to support conversations between dental teams, children and parents.
Building healthy habits early
Dr Neil Sikka, Director of Dentistry at Bupa Dental Care, commented:
“A lot of habits that shape how children look after their teeth – and how they feel about the dentist – start early in life. If brushing feels invasive or unpredictable, little ones can start to feel anxious – especially if they don’t know what to expect at the dentist.
Supporting children to feel prepared, calm and confident plays a key role in prevention and in building positive, long‑term attitudes towards dental care.”
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The Dentist’s Apprentice is available in Bupa Dental Care practices across the UK, allowing children to read the story before or during appointments to help them feel at ease.
About the research
The research was conducted by Ripple Effect among a nationally representative sample of 1,000 parents and 1,000 children aged 3–10. Fieldwork took place in March 2026.
About Bupa Global, India & UK:
Bupa’s purpose is helping people live longer, healthier, happier lives and making a better world. Health insurance accounts for a large part of our business with Bupa UK Insurance, the UK’s leading health insurer, providing health and dental cover to over 4.2 million customers. Bupa Global is the premium health insurance arm of Bupa, serving 400,000 customers around the world. Niva Bupa is a leading provider of health insurance and retail health insurance in India with 23.1 million customers. Bupa Dental Care is a leading provider of dentistry in the UK, providing dental services in 390 centres across the UK and Ireland. Bupa Care Services supports around 6,500 residents in over 113 care homes and 10 Richmond Villages. Bupa Health Services incudes over 110 health clinics, and the Cromwell Hospital, New Victoria Hospital and King Edward VII Hospital which provide care for insured, self-pay and international patients.
[1] NHS Digital. (2024). Hospital Admitted Patient Care Activity, 2023–24. NHS England.
https://digital.nhs.uk/data-and-information/publications/statistical/hospital-admitted-patient-care-activity/2023-24