Colgate-Palmolive, the No. 3 player in Happi’s 2024 Top 50 Report, continues to lead in oral care—not just as the maker of the No. 1 toothpaste brand in the US market—but in terms of the science behind those products, endeavors to engage policy makers and the public about the role of oral health, and most importantly, by working to increase access to critical oral care, especially among underserved populations.

According to Colgate, caries is the most prevalent non-communicable disease worldwide, affecting 60-90% of children across the world, and periodontal disease is the number one chronic inflammatory disease among adults. However, the prevalence of untreated cavities is about two to three times higher for older adults who are Mexican American, non-Hispanic Black or low-income, than for non-Hispanic White older adults or those with higher incomes.

In fact, communities living with the highest burden of oral disease also face the greatest barriers to accessing routine dental services—stemming from factors like high cost and scarcity of services, not to mention fear, anxiety and other socio-economic issues.

Recently, Colgate-Palmolive joined medical and dental supply distributor Henry Schein and the American Dental Association (ADA) in support of the World Economic Forum’s new report,  The Economic Rationale for a Global Commitment to Invest in Oral Health, which outlines the economic rationale for investing in oral health. 

According to the white paper, oral health is critical for overall health and well-being, with direct links to other major health conditions including diabetes, heart disease and poor mental health.

Poor oral health also has a negative impact on the global economy. According to the authors, oral diseases affect an estimated 3.5 billion people each year and their economic burden totals $710 billion annually around the world—some staggering numbers.

After the white paper was published in late May, Happi checked in with Dr. Maria Ryan, executive vice president and chief clinical officer, to learn more and get an update on the widening scope of Colgate-Palmolive’s efforts.

HAPPI: Talk to us about access to oral care products and services in the US—is there equal access? Are there particular regions or populations in the US in which this is an issue?

Dr. Ryan: Research shows that nearly 50% of the world suffers from oral diseases including cavities (caries), gingivitis and periodontal diseases, with caries being the most prevalent non-communicable disease worldwide affecting 60-90% of children across the world and periodontal disease being the number one chronic inflammatory disease among adults. However, the prevalence of untreated cavities is about two to three times higher for older adults who are Mexican American (36%), non-Hispanic Black (29%), or low-income (29%) than for non-Hispanic White older adults (13%) or those with higher incomes (10%).

As with most noncommunicable diseases (NCDs), oral conditions are chronic and strongly correlate to historically underserved populations, including children, the elderly, Black, Latin and Indigenous people; people living with low incomes; people living with a disability; older people living alone; people who are homebound or in care homes; people who are refugees, experiencing homelessness or living in remote and rural communities; and people from minority and/or other socially marginalized groups. 

Communities living with the highest burden of oral disease also face the greatest barriers to accessing routine preventative and other dental services. The major barriers to accessing dental treatment include high cost, lack of accessible dental services in the community, geographic isolation, fear and anxiety, and other social and economic factors. 

Through a recently-published white paper, we emphasize why it’s important for multilateral organizations and the research community to prioritize oral health, so all people have better access and education around this important issue.

Happi: How is Colgate-Palmolive working to improve access to products and services?

Dr. Ryan: Recognizing the complex challenges around the oral health gap, Colgate-Palmolive worked with the World Economic Forum to launch the Oral Health Affinity Group within its Global Health Equity Network, which brings together leaders across business, healthcare and the insurance industries to highlight the impact of poor oral health on health outcomes and the global economy. In May 2024, the group published a report, titled The Economic Rationale for a Global Commitment to Invest in Oral Health.

The report outlines actions that stakeholders, including multilateral organizations and civil society, can take to improve oral health outcomes. The areas that Colgate-Palmolive is focused on include:

• Engaging with multilateral organizations, including the World Economic Forum, to ensure oral health is included within the broader health system conversation, non-communicable disease frameworks, and made a priority within global health agendas to strengthen the overall policy dialogue.  

• Improving oral health literacy for consumers, professionals, policy makers and business leaders.

• Partnering with the research community to support research that improves the evidence base for oral health policy and invest in oral health activities as part of philanthropic support for health systems. 

Beyond these efforts, as the worldwide leader in oral care, and with the Colgate brand in more homes than any other, Colgate-Palmolive is contributing to and deepening its support to address the global health crisis that has far-reaching and significant impacts. Specifically, we aim to blend our expertise, innovative products and passion, to reimagine a healthier future for all. A few initiatives that demonstrate how these barriers are being addressed include:

• Through Colgate’s Bright Smiles, Bright Futures (BSBF) program, we work to educate and provide preventative services to underserved populations, having reached over 1.7 billion children and their families in 100 countries since 1991.

• The Colgate Oral Health Center offers a range of important information on different oral health topics, from cavities and dental sealants to gum disease and oral care during pregnancy. We are committed to the democratization of oral care and work to provide the resources to do so.

• Our Know Your OQ (KYOQ) program is increasing oral health literacy and changing behavior, evidenced by a 34% increase in understanding the oral-health to overall-health connection and a 10% rise in twice-daily brushing with fluoride toothpaste as a result of the program among KYOQ users. Twenty-one percent of people are not aware that cavities is the most common disease worldwide, and this was improved post-quiz (46%), but 54% of people still do not understand that cavities is a disease, which tells us that there is much work to be done to inform the public that oral diseases are not being managed, leading to chronic infection and inflammation. 

• Colgate-Palmolive is also supportive of the effort to increase accessibility for dental care coverage using HSA/FSA funds, having recently been on Capitol Hill alongside the Consumer Healthcare Products Association (CHPA), thanking sponsors of H.R. 8599, the bipartisan legislation to allow consumers to purchase OTC oral care products including toothpaste, toothbrushes and mouthwash.

Happi: Education is important for the young—but parents/caregivers are typically the links to education here. Are there efforts to increase education and sharing in the adult population to better educate themselves and children when it comes to oral care health and habits?

Dr. Ryan: At Colgate-Palmolive, we are firm champions of a whole-body health approach – breaking down silos to integrate oral health into public health systems, including via primary health care. It is our hope as we build on our commitment, and work together with partners, that we can address the need for comprehensive, systemic public health action, closing the oral health care gap around the link between oral and overall health.

One way we are demonstrating this and helping to provide education and resources to parents, caregivers, schoolteachers and children is through our BSBF program. BSBF was established in 1991 to strategically partner and reach children and their families where they are born, live, work, learn and play. BSBF continues to promote health equity, optimal health and well-being, and to lead global social impact efforts that empower children and families to achieve healthy and bright futures. 

To date, we are proud that this programming has reached more than 1.7 billion children and their families in 100 countries and continues to educate about oral health habits, like brushing twice-a-day, and sharing informative resources for establishing a strong oral health routine. In 2021, Colgate-Palmolive celebrated 30 years of BSBF and was able to reach more than 50 million children and families with in-person and virtual visits in this milestone year alone. Our goals continue to expand for this program as we see the benefits it has on school-aged children worldwide. We aim to continue to promote lifelong learning opportunities and create a world of bright smiles and even brighter futures.

We also focus on oral health education for adults and healthcare providers, through our Know Your OQ platform, which is a free, interactive quiz that provides information on oral health issues, signs and symptoms of disease and the connections between oral and overall health and wellbeing. The website includes preventative strategies that can be taken to prevent oral diseases and places where people can seek dental services. 

Finally, we are engaging with other health care professionals, including nurses, nurse practitioners, physicians and physician’s assistants to broaden our outreach and access to those most in need of oral health education and awareness. Within the white paper, we talk about the passing of legislation in the US to develop an oral health literacy strategy to reach underserved populations.

Happi: There is a lot of marketing effort about whitening and the aesthetics, but what about emphasis on basic needs (like cavity prevention). Should there be more emphasis here marketing wise?

Dr. Ryan: Consumers tend to gravitate towards tooth whitening products, as we know everyone likes to feel good about their smile. That said, we know that addressing oral health from a preventative and proactive standpoint is essential to whole body health and that marketing on whitening and aesthetics can help to garner the attention of people who need to learn more about the importance of oral health to general health and wellbeing. There is overwhelming evidence that shows a correlation between oral health – specifically periodontal disease – and overall health, particularly as a leading risk factor for NCDs – such as diabetes, cardiovascular disease (CVD) and cancer – adverse pregnancy outcomes, serious respiratory infections and impacts on mental health. 

At Colgate-Palmolive, we are proud to develop the next generation of oral health care products that address all aspects of oral health, from toothbrushes and toothpastes, mouthwashes and floss to whitening products. We approach oral health comprehensively, targeting the leading oral diseases and conditions that can contribute to poor oral health. We continue our efforts to develop innovative technologies to not only prevent oral diseases but to also repair the damage that has been done. We are developing meaningful predictive tools for oral diseases and clinical outcomes as we work through our clinical research programs to better define clinical health and the transitions between health and disease states.

Happi: What about the cost of oral care products in terms of equal access. Is basic oral care at home affordable for populations in need? 

Dr. Ryan: The great thing about oral care is that brushing twice a day for two-minutes with a fluoride toothbrush is relatively affordable and these actions can provide incredible benefits for your body in the long run.  Our oral health portfolio, including Colgate, Tom’s of Maine, hello and more, have products at various price points but all deliver on our commitment to creating a healthier future for all.