Two out of five people suffer from tooth sensitivity

A May 2011 survey by Nielsen, commissioned by Colgate-Palmolive (India) Limited,reveals the seriousness of the condition of tooth sensitivity in India; and the dismal state of awareness about this oral health problem

  • Over 40% of the respondents claimed to suffer from tooth sensitivity
  • The incidence of sensitivity increases from 33% (age 18-25) to 54% (age 51-55)
  • 31% of respondents suffering from tooth sensitivity think it is just a ‘toothache’
  • Only 21% of the respondents knew that they can get instant and lasting sensitivity relief

Mumbai, June 23, 2011: Colgate-Palmolive (India) Limited, the market leader in oral care, today announced the findings from a survey commissioned to gauge the existing condition of tooth sensitivity in Indian metro cities. Conducted by research firm Nielsen across six cities (Mumbai, New Delhi, Bangalore, Kolkata, Chennai and Hyderabad), the survey covered 1800 respondents. The findings reveal that although tooth sensitivity is increasingly becoming a common oral health problem, awareness about this condition is fairly low.

Tooth sensitivity is the condition of a short, sharp pain experienced on consumption of hot or cold foods and liquids. Our teeth are made up of the enamel, the outermost layer covering the crown of tooth, the cementum covers the root of the tooth and dentine is the inner layer beneath these. Dental sensitivity is a condition that arises when the dentine is exposed due to the loss of enamel or cementum.

Of the six cities surveyed, the incidence of Sensitivity is highest in Hyderabad with more than half (55%) of the population claiming to suffer from the problem. Another southern metro, Chennai, follows this count with similar claims from 53% of the respondents. However, less than half of the respondents from cities like New Delhi (46%), Mumbai (42%) and Kolkata (36%) claim to suffer from Sensitivity. However, interestingly, inhabitants of Kolkata are most aware of this condition being called ‘Sensitivity’. The survey also reveals that the incidence of Sensitivity is lowest in Bangalore with only 18% of the respondents claiming to suffer from the problem which may be a function of low awareness.

According to Dr. Ashok Dhoble, Hon Secretary, IDA, “Indians tend to follow a remedial path where they seek professional dental care only at the time of severe toothaches. There is little awareness of the benefit of early, preventive care approach to oral health.”

Some common causes of tooth sensitivity include:

  • Receding gums or  loss of enamel
  • Incorrect brushing technique
  • Tooth decay, fracture of teeth
  • Teeth grinding
  • Improper oral hygiene

While these are the key medical reasons for tooth sensitivity, the survey found that people have different perceptions about the causes. According to the survey poor oral hygiene and consumption of foods such as chocolates, cold drinks, etc are believed to be the most common causes of Sensitivity. While only 9% of respondents in Bangalore feel that Sensitivity occurs due to poor oral hygiene, more than 70% of respondents in Delhi and Kolkata believe this to be a primary reason, followed by 57% in Mumbai. Respondents from Chennai (59%), Bangalore (58%) and Hyderabad (43%) believe that Sensitivity occurs due to the consumption of foods like chocolates, cold drinks etc. Very few people mentioned that bad brushing with too much pressure is the primary cause of sensitivity. In fact, only 24 per cent people realize this.

Low awareness about the condition of tooth sensitivity results in ignorance about the easy and effective solutions available to tackle this problem. The survey highlights that close to only one-third of the 1800 respondents, (32%) claimed to visit the dentists on experiencing the pain caused due to Sensitivity. Abstinence from cold and sweet foods is one of the key solutions employed to avoid the pain. 61% of respondents in Chennai resort to home remedies like salt water gargles, while more than half the respondents in Hyderabad (51%) don’t do anything.

Just 11% of the total respondents use toothpastes providing sensitivity relief.  A sensitivity toothpaste usually contains compounds that either help block sensation travelling from the tooth surface to the nerve or occlude the open dentinal tubules.

Commenting on the advancement in oral care technology to help tackle tooth sensitivity, Dr. Dhoble said, “Consumers today do have a variety of product choices to effectively manage the discomfort of oral health problems like Sensitivity. The latest being a break-through formula called Pro-ArginTM Technology, which is the only paste in the market that can provide effective and instant relief from tooth sensitivity. I strongly feel that awareness about Sensitivity and availability of remedial solutions will go a long way in improving the oral health of people in India.”

About Colgate-Palmolive (India)

Colgate-Palmolive (India) Limited is India’s leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder and toothbrushes under the “Colgate” brand, as well as a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. These have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the ‘Palmolive’ brand name. Colgate has been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 by Brand Equity’s Most Trusted Brand Survey. It is the only brand to be in the top three for the last 10 years from 2001-2010. Prior to this, Colgate was also rated as the #1 brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of nine years during the period 1992 to 2001. For more information about Colgate’s business and products, visit the Company’s website on the internet at www.colgate.co.in.

Visit the Colgate Professional Website. The online oral care resource for India

click here