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What are key factors for Indians to replace their toothbrush?

Chennai: How often do you replace your toothbrush?  What are the factors which influence your decision to change your old toothbrush to the new one? While you change your clothes, shoes every day, you should also be consistent in changing your toothbrush, which is an essential tool in your oral hygiene. While the frequency of replacement depends on your usage, health and preferences, before you pick up the brush again, ask yourself whether it is time for a new toothbrush.

According to the Consumer Usage and Attitude Study (CUAS) 2016 – a periodic consumer survey commissioned by Colgate & implemented by IMRB –40% of Indians change their brush when it appears dirty.  The study concluded that Visual damage (80%) followed by habit / variety (23%) are key triggers for replacing a toothbrush.  There has been a steep rise – from 74% from 2008 to 87% in 2016 – in consumers’ habit of replacing their toothbrush at least once in three months. However, 13% still replace it once in 4/5 months (declined from 27% in 2008). While the inferences drawn from the study look promising, there is a long way to go before we reach to optimum oral health scenario in the country, which is to get people to change their toothbrush every 2-3 months.

Source: Consumer Usage & Attitude Study, a periodic survey commissioned by Colgate and implemented by IMRB

About Oral Health Month: In 2004, the Dental Council of India and Ministry of Health & Family Welfare, with support from Colgate-Palmolive and Indian Dental Association (IDA), launched India’s first National Oral Health Survey. The survey highlighted the falling standards of oral health care in India. To address the situation, Colgate along with IDA organized dental check-ups and oral care education camps in public places, schools, orphanages and slums, across 20 towns.

Living up to its motto – Keep India Smiling – Oral Health Month has grown significantly over the years. With the participation of more than 34,000 IDA affiliated dentists; OHM 2016 reached 6 million Indian consumers. The campaign included free in-clinic dental check-ups and mobile dental vans travelling to underprivileged areas, across numerous cities, covering schools as well as CSD camps, modern trade stores and partner NGOs.

About The Indian Dental Association

The Indian Dental Association (IDA), formed in 1946, is the largest recognized body of dental professionals in India. It has helped shape the National Oral Health Policy. Working towards the promotion, encouragement and advancement of dental and allied sciences, IDA has a national presence with 30 state branches, 1 defense branch and more than 400 local branches spread across India. It has a combined strength of over 70,000 dentists and student members registered with it. All along, IDA has been at the forefront of oral health campaigns, while working towards its goal of attaining optimum oral health in the country – it has initiated quite a few novel activities like SPOT (Spot and Prevent Oral Cancer Trauma) Centers for early detection and treatment of oral cancer, TII (Tobacco Intervention Initiative) Centers for tobacco cessation and behavioral counseling under the banner of its Oral Cancer Foundation, Child Dental Centre for caries treatment and Educational and Training Centers for continuing education for professional advancement of dentists. For details of IDA’s projects and programs, visit

About Colgate-Palmolive (India) Limited

Colgate-Palmolive (India) Limited is the market leader in Oral Care in the country. The company manufactures and markets toothpastes, toothpowder, toothbrushes and mouthwashes under the ‘Colgate’ brand, as well as a specialized range of dental therapies under the banner of ‘Colgate Oral Pharmaceuticals’. The Company also provides a range of personal care products under the ‘Palmolive’ brand. Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for five consecutive years, from 2011 to 2016 by the Economic Times Brand Equity’s Most Trusted Brands Survey. For more information about Colgate’s business and products, please visit




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