When Brushing Becomes Just Another Bedtime Task

Between scrolling, streaming, tidying up, and preparing for the next day, Americans are juggling more than ever before at bedtime. New research from Philips Sonicare suggests that oral care is often just one more task competing for attention and that may be affecting how effectively people brush. As patients look for ways to maintain healthy habits amid increasingly busy routines, technologies that help guide brushing and identify missed areas may play an important role in supporting a more thorough clean.

A survey by Philips Sonicare (conducted by Wakefield Research) included 1,000 United States adults ages 18 and older who completed an online survey in May 2026. Results showed that 82% of Americans multitask while getting ready for bed, rising to 92% among adults younger than 40. Nearly half (47%) admit they sometimes rush through brushing, while 82% multitask during their nighttime routine. These findings point to a broader trend: oral care is increasingly being squeezed into busy schedules rather than treated as a dedicated moment of self-care.

While 91% of Americans say their teeth feel clean after brushing, 66% believe they miss certain teeth or areas when they brush. This reveals a disconnect between perception and performance. Even when brushing leaves people feeling clean, many are not fully convinced they’re reaching every surface effectively.

Nighttime remains a vulnerable moment for oral care routines. Nearly half (47%) of Americans who brush regularly say they may skip brushing before bed because they are too tired or fall asleep before doing so, making fatigue the most common reason for missing a nighttime brushing session. However, after learning more about overnight bacteria and plaque buildup, 81% say they would be likely to change their oral care routine.

The Big Takeaway

Americans aren’t abandoning oral care, they’re trying to fit it into increasingly busy lives. But as multitasking becomes the norm, the survey suggests that many people are questioning whether they’re getting the thorough clean they want. For oral health professionals, this is an opportunity to rethink not only how often patients brush, but also how effectively they brush.

The Solution

Philips Sonicare Next-Generation DiamondClean 9900 Prestige is designed to help bridge that gap between feeling clean and cleaning thoroughly.

With SenseIQ technology that adapts to individual brushing habits, real-time smart coverage feedback that helps identify missed areas, and a 12-segment Mouth Map that shows where additional attention may be needed, the toothbrush is built to support more effective brushing even during busy, distracted routines. The smart pressure feedback helps users avoid brushing too hard, scrubbing detection to improve technique, and personalized coaching through the Sonicare App, which offers real-time guidance and progress tracking

Beyond helping improve brushing habits, the DiamondClean 9900 Prestige delivers proven oral health benefits, removing up to 20 times more plaque* and delivering up to 15 times healthier gums.**

Together, these features help address one of the survey’s clearest findings: in a world of multitasking and rushed routines, patients are looking for greater confidence that they’re reaching every tooth, every surface, and every corner of their smile.

* Compared to a manual toothbrush

** In Clean mode vs a manual toothbrush; measured by MGI at 6 weeks

Philips Oral Healthcare

usa.philips.com/professionals/dental

800-422-9448

From Dimensions of Dental Hygiene. September/October 2026; 24(5):25