Chewing Behavior and Oral Care Choices: Is There a Relationship?

Objectives: Mouth Behavior (MB) refers to the way individuals manipulate food in their mouths as they eat and this behavior determines the food textures they prefer. MB categorization into four groups: chewers, crunchers, smooshers and suckers using a visual typing tool was developed by Jeltema, et.al. (2014). Recent studies have shown chewing behavior can influence food texture choice, preference and impact flavor perception. Consumer research studies were designed to determine if chewing behavior impacts choice and preference of oral care products.

Methods: In study 1, consumers (age 18-65, n=33, USA) representing four mouth behavior groups were recruited to a BeEPer® (Behavior, Emotion, Perception) insights panel to explore attitudes and usage of oral care products. In study 2, mint tablets were evaluated by consumers via in-home product use (age 19-55, n=78, USA). In study 3, an online MB typing survey was conducted (n=300-500/country, age 18-65).

Results: Study 1 results show all groups heavily use toothpaste but suckers show unique mint product usage profiles. Mint is the top toothpaste flavor but some MB groups show different preferences for mouth sensations and flavor intensities. Regarding mouth conditions, smooshers are more apt to grind teeth and use a night guard while suckers are less apt to have cavities and fillings. The study 2 results showed different preferences for mint flavor types, breathe freshening and lastingness perception. Study 3 showed that in the US, there are more chewers (44%) than crunchers (26%), smooshers (18%) and suckers (11%). Takasago’s global MB database shows these respective proportions vary globally.

Conclusions: These studies indicate that understanding chewing behavior can influence oral care product and flavor choices. Additional studies designed to investigate chewing behavior/ oral care product usage are needed for deeper understanding of mouth behavior, oral care hygiene and oral care product development.