Brits admit morning breath is a top passion killer
For single Brits, bad morning breath is a bigger turn off than body odour, with 37% claiming it’s their biggest turn off, according to new research.
The research, commissioned by Colgate, investigated people’s attitudes towards bad morning breath. The results showed such a compelling need for an end to morning breath that Colgate has created Colgate MaxFresh Night dedicated to eliminating it, just in time for Valentine’s Day.
The research revealed that a shocking 40% of Brits avoid their partners in the morning because of morning breath and will only kiss them if they have cleaned their teeth. Nearly a fifth (18%) would be too embarrassed to talk to their partners about their bad morning breath and over a third (36%) of those on the dating scene said they would break it off immediately if their partner developed bad morning breath.
Dentist Simon Khoury comments: ''Overnight your mouth becomes a breeding ground for bacteria, even more so than in the day. As you have less saliva at night, odour-causing bacteria have the chance to multiply resulting in unpleasant morning breath. No one likes having morning breath. It’s understandable if you don’t want to kiss a partner who has it, but we found that people were going to extreme measures to avoid it – from waking up extra early to brush their teeth to actually breaking up with a partner!
“People pay particular attention to morning breath in the beginning of a relationship, when it can be a huge worry. Apparently this eases as people get more comfortable, but for many it remains a concern. Bad breath is even a bigger turn-off than body odour, which proves how conscious people are of it. Yet it appears that many people are too embarrassed to talk about it, and are secretly desperate for a solution.
This research clearly showed that people were crying out for a product that gave them the confidence of fresh breath from their first waking moment. That is why we’ve created Colgate Max Fresh Night - to banish bad morning breath for good. Now people have no excuse for waking up with bad breath!”
Overall, the other person getting too drunk (17%), talking about an ex (13%), and bad table manners (15%) all ranked high alongside morning breath when it came to lowering a partner’s appeal. For singletons though, bad morning breath is a worse turn off than body odour, with 37% claiming it is the biggest turn off. For this reason, almost a third of singletons (27%) set their alarms early so they could brush their teeth before a partner wakes up and 41% of people admitted that morning breath is their biggest worry when spending the night with a new partner. For that reason alone, 9% of people avoid sleepovers all together and 16% keep a supply of emergency mints next to the bed to keep their breath fresh at all times.
Interestingly, as a relationship progresses, morning breath becomes less of a concern, with 25% of Brits admitting that they used to wake up early to brush their teeth before their partner but now they don’t, with a third (34%) giving up this teeth cleaning ritual when they moved in together and a further 25% only feeling safe to do this once they had a ring on their finger.
New Colgate MaxFresh Night is packed with powerful mini breath protectors. Its clinically proven formula contains zinc oxide which helps prevent the build-up of the bacteria that cause malodour and neutralises harmful compounds that multiply in the mouth overnight. Colgate MaxFresh Night helps to prevent the cause of undesirable morning breath, hopefully giving people the confidence to kiss their partners this Valentine’s Day morning.
