The rise of Big Toothbrush: how did our mouths become such a lucrative market?

The UK has become increasingly enamored with oral health, to the point where a plethora of high-end dental products are now available, including electric toothbrushes that can set consumers back as much as £600. Despite this surge in interest and investment, the nation is still grappling with a significant dental crisis.

In December 1969, the consumer magazine Which? forecasted that the electric toothbrush would soon become a popular Christmas gift. The publication described the device as "not that much different in principle from an ordinary brush – you have a stick with a brush on the end. The difference is that an electric one moves the brush head for you".

Six decades later, electric toothbrushes have evolved far beyond this basic concept, offering features such as adjustable speeds, movement sensors for real-time brushing tracking, and even modes designed to massage gums or clean the tongue. Prices for these advanced models can range from around £25 for a basic Oral B unit, up to £599.99 for a highly sophisticated Philips Sonicare model that provides "smart coverage feedback".

One of the most recent innovations in this field is a toothbrush costing a mere £419.99, which boasts a camera and integrated water jet to clean between teeth. This cutting-edge device, produced by Dyson, uses AI to identify gaps and ensure thorough cleaning. However, it's still fundamentally a brush on a stick, with a camera and water jet attached (there is another toothbrush on the market that takes a different approach, shaped like a mouthguard with individual brushes, which claims to clean teeth in just 20 seconds).