Millennials exceed all other generations when it comes to splashing out on their smiles, a new study has revealed.
Adults under the age of 35 are splashing out £750 a year on dental care according to data collected by the Oral Health Foundation.
This is around four times the amount spent by their parents and almost eight times that of their grandparents.
Additionally, the research shows more than half (53%) of under 35s have had cosmetic dental treatment in the UK.
This compares to less than one in ten (9%) adults over the age of 35.
Tooth whitening takes the top spot as the most popular cosmetic treatment in the UK, with more than four in 10 (42%) opting for it.
And almost half (48%) have plans to get their teeth whitened over the coming year.
The charity suggests this indicates the ever-growing surge in the popularity of cosmetic dentistry and that a smile is associated with beauty as much as health.
‘We would all expect to invest a little money in our oral health when visiting the dentist,’ said Dr Nigel Carter, chief executive of the Oral Health Foundation.
‘This could be a regular check-up, scale and polish or minor treatment.
‘Younger adults generally experience fewer oral health problems than their older peers. Common conditions like tooth decay, tooth loss and receding gums are associated with age and result in more expensive treatments.
‘This means the more a young person spends on their oral health, the more likely it is that the work is purely cosmetic and not treating a clinical problem.’
He adds: ‘Caring for our teeth and gums has always been about maintaining good health but the aesthetics of a smile are becoming increasingly important.
‘How our smile looks might not only have an impact on our mental wellbeing, but it can shape our confidence and social happiness too.’
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