By far the leading health and wellbeing trend of 2024 was gut health. Last year, our gut microbiome truly took the spotlight as more of us looked to better our bodies through our gut. In fact, the global digestive health product market was estimated to be worth around US$51.46bn in 2024, and predicted to grow exponentially within the next decade – surpassing the $100bn mark.
And while there are plenty of great reasons to focus on good gut bacteria, there’s another key microbiome in your body that’s being overshadowed – but could be just as important – your oral microbiome. More and more interest is shifting towards the microbiome of our mouth, the second most diverse microbial community in the body.
“The oral microbiome is a crucial element of our overall health. With over 700 species of bacteria in the mouth, maintaining a balanced microbiome is essential, not just for fresh breath and healthy gums, but for our overall wellbeing starting from the inside,” explains Dan Clarke, Nutritional Development Lead at Holland & Barrett, which featured the oral microbiome in its 2025 Wellness Trends report.
“Research continues to highlight the links between oral health and key areas like gut health, brain function, metabolic health, and immunity. Just as we’ve embraced the importance of our gut microbiome, consumers are now recognising the need to care for their mouths in the same way.”
But what actually is your oral microbiome, and how important is it to your overall health? We unpack one of 2025’s biggest health trends.
How to improve the health of your oral microbiome
Thankfully, we all have control over the health of our oral microbiome, and if it’s out of balance, there are things you can do to counteract that.
“In order to maintain healthy teeth and gums, it’s vital to brush your teeth twice a day with a fluoride toothpaste. Your toothbrush should clean one tooth at a time, but this can vary depending on the size of your teeth or toothbrush,” advises Dr Sam Jethwa, President at The British Academy of Cosmetic Dentistry. “Focus on one tooth for around three to five seconds. Once you have brushed the outside surface of the tooth, repeat from the inside of the mouth. So many people do not realise how important it is to brush their teeth from the inside of the mouth, not just the outside. Gently direct your brush along the gum line, tongue and roof of the mouth, too. You should brush your teeth for around two minutes.”
Your diet is important here, too. Fibre-rich foods and probiotics like yoghurt, kimchi and kefir all feed good bacteria. “Foods rich in fibre also help to stimulate saliva production which helps break down carbohydrates,” adds Mazzoni. This is important as many bacteria feed on carbs, especially simple sugars, and when bacteria break down these sugars, they produce acid which lowers the pH levels of your mouth and weakens enamel. This also means that limiting the amount of sugar, processed foods and alcohol you consume can also help.
Studies have also shown that saliva neutralises acids and washes away bacteria, so staying hydrated is key to good saliva production, while chewing sugar-free gum can also be a boost.
Finally, let’s not forget our good old friend cortisol. Stress raises our cortisol levels, which weakens our immune function and allows bad bacteria to thrive, while studies have found that poor sleep weakens our oral immunity, leaving us more prone to infections. So, you can add good oral microbiome to the list of what good sleep and lack of stress can do.
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