- Key concerns around poor oral hygiene during Ramadan remain strong
- 70% of non-mouthwash users willing to adopt using mouthwash during the Holy Month to help manage oral health
Three out of five (61%) people in the UAE and Saudi Arabia fasting during Ramadan continue to use mouthwash, a new survey shows.
The study conducted by Kenvue, the makers of Listerine, shows that mouthwash use during Ramadan is mainly driven by desire for fresh breath (27% UAE and 25% Saudi Arabia) and oral hygiene (20% and 21%, respectively). Most respondents (84%) believe mouthwash can help them with oral hygiene during Ramadan.
The survey that included over 600 respondents was conducted in December 2024, involving males and females aged 18-45, across expat Arabs and Asians as well as citizens of both countries.
Maintaining oral health as routines change:
With ineffective oral hygiene, plaque continues to form, even after brushing and flossing, posing a significant oral health challenge, especially during the Holy Month as routines change. While flossing and brushing are key to mechanically removing buildup and embedded food particles, they only address about 25% of the total makeup of the mouth[1]. Incorporating daily mouthwash use can offer sustained reduction of plaque. In fact, clinical studies show that a complete routine—including brushing, flossing, and rinsing—is recommended for better oral health outcomes[2]. Used twice daily, Listerine cool mint provides 24-hour protection against plaque, gives lasting fresh breath confidence and fights bacteria in lab tests.2
Rodney Smith, GCC Country Director at Kenvue said: “We are very mindful of the millions fasting during the Holy Month and their desire to appropriately maintain oral health during this time. It is interesting to see how our consumers manage to balance their oral hygiene needs, while still following their cultural practices and beliefs. Keeping in mind these sensitivities, we ensure that we continue to collaborate with dental experts to deliver science-backed guidance, focused on providing support and driving awareness about the importance of maintaining strong oral hygiene—especially as routines change during this period.”
Dr Rima J. Abdallah, Consultant Periodontist at The Dental Studio, Diplomate of the American Board of Periodontology, adds on to say: “During Ramadan, reduced food and water intake can lead to lower saliva production, making it easier for plaque and bacteria to build up. This increases the risk of bad breath, cavities, and gum issues if oral hygiene is neglected. For the ultimate oral health routine, it is recommended to floss, brush and rinse with mouthwash. By incorporating this as your daily routine, you can help protect teeth and gums, ensuring a healthy mouth throughout the fasting period.”
As World Oral Health Day amplifies global awareness on the importance of oral health, Kenvue has partnered with local authorities to distribute over 10,000 Listerine giveaways to the public this Ramadan, reaffirming its commitment to helping everyone live free from oral disease[3].
About Kenvue:
Kenvue is the world’s largest pure-play consumer health company by revenue. Built on more than a century of heritage, our iconic brands, including Nicorette®, Aveeno®, Listerine®, Neutrogena®, and Johnson’s® Baby are science-backed and recommended by healthcare professionals around the world. At Kenvue, we believe in the extraordinary power of everyday care and our teams work every day to put that power in consumers’ hands and earn a place in their hearts and homes.
