Johnson & Johnson

Johnson & Johnson

August 20, 2012 15:06 ET

Canadians Grossly Overestimate How Clean Their Mouths Are

New data from the makers of LISTERINE® mouthwash reveals what Canadians put in their mouths and brushing's limited effect on cleaning mouths

TORONTO, ONTARIO--(Marketwire - Aug. 20, 2012) -

Editors Note: There are three images associated with this press release.

Think that brushing is enough? You're not alone. A recent survey by the makers of LISTERINE® mouthwash found that the majority of Canadians (86 per cent) overestimate the effectiveness of toothbrushes at cleaning the whole mouth. The reality is that toothbrushing alone misses 75 per cent of the mouth leaving millions of germs behind from food and other things that Canadians may expose their mouths to, including fingers, pens and money.

"The fact that toothbrushing alone cleans just 25 per cent of your mouth is clearly news to most people," says Dr. Gerry Wright, Senior Director of Regulatory Affairs at Johnson & Johnson Inc. "Many people feel like they've been brushing for their entire lives and that there's no need to change their "brush and sometimes floss" routine. This news, however, may persuade them to add a germ-killing rinse like LISTERINE® antiseptic to their oral care routine so they can get the rest of their mouths clean, especially when you think about what people are putting in their mouths."

Just what are Canadians putting in their mouths besides their toothbrushes?

  • Forty-four per cent of Canadians admit to putting pens and pencils in their mouths.
  • More than one quarter of Canadians appear to believe in the "five second rule" as 26 per cent of us admitted to putting dropped food in our mouths.
  • Nails and screws were another popular item going into the mouths of Canadians at 22 per cent.
  • "Putting your money where your mouth is" is something 16 per cent of Canadians claim to do but the number nearly doubles (31 per cent) in Quebec.
  • Rounding out the list of things that we probably shouldn't put in our mouths but are was:
Eyewear 21 per cent
Credit and debit cards 18 per cent
Keys 18 per cent
Bobby pins and hair elastics 18 per cent

To view the LISTERINE® That's a Mouthful infographic, please visit the following link:

"An oral care regimen that includes an effective means of killing germs in your entire mouth and not just your teeth is important for maintaining oral health," says Dr. Wright. "There are a lot of germs in our mouths but you can eliminate virtually 100 per cent of them by adding LISTERINE® antiseptic to your oral care routine."

LISTERINE® COOL MINT is available in a one litre bottle for about $7. LISTERINE® ZERO™, available in a one litre bottle for about $8, in a no alcohol, less-intense-tasting mouthwash. Both should be used twice a day to kill up to 99.9 per cent of germs and are available at food, drug and mass merchandisers nationwide.

About the survey

On May 12, 2012, Angus Reid Public Opinion conducted an online survey among 1,503 randomly selected Canadian adults who are Angus Reid Forum panelists. The margin of error - which measures sampling variability - is +/- 3.1%, 19 times out of 20. The results have been statistically weighted according to the most current education, age, gender and region Census data to ensure a sample representative of the entire adult population of Canada. Discrepancies in or between totals are due to rounding.

About LISTERINE® Mouthwash

Johnson & Johnson Inc. is a leader in the consumer oral care market with LISTERINE® Antiseptic mouthwash. Unlike toothbrushing alone, which misses 75 per cent of your mouth, adding LISTERINE® Antiseptic cleans virtually 100 per cent of your mouth.

To view the photos associated with this press release, please visit the following links:

Contact Information

  • Media: for more information,
    product samples or photography, please contact:
    GolinHarris for Listerine(R)
    Laura Patton

    GolinHarris for Listerine(R)
    Jennifer Wasley