Face-to-Face Conversation is the Top Situation Where Middle-Aged People Worry About Bad Breath; Aogumi Conducts Survey of People in Their 40s and 50s

Aogumi Co., Ltd. (Location: Suginami-ku, Tokyo; Representative Director and CEO: Mamoru Heshiki) conducted a cognitive survey on the "Causes of Bad Breath" targeting men and women in their 40s and 50s.

As face-to-face communication gradually returns to normal, there are increasing reports of people worrying about their own or others' "mouth odor" during conversations or unexpected moments.

Particularly for those in their 40s and beyond, age-related physical changes and dry mouth are causing confusion, as these issues were not present during their younger years.

To find more comfortable oral care solutions, it is essential to understand the true underlying causes of bad breath, such as "dry mouth" and "age-related decrease in saliva," rather than just relying on superficial odor masking.

Therefore, Aogumi Co., Ltd., which sells "NI ORAL MIST" (https://workoutmistni.com/2025/12/04/ni-oral-mist-20ml-2/), a cosmetic oral product targeting odor-causing bacteria, conducted a cognitive survey on the "Causes of Bad Breath" targeting men and women in their 40s and 50s.

Survey Overview: Cognitive Survey on "Causes of Bad Breath"

[Survey Period] March 25 (Wed) – March 26 (Thu), 2026

[Survey Method] Internet survey via PRIZMA (https://www.prizma-link.com/press)

[Number of Respondents] 1,004 people

[Target Audience] Monitors who answered as being men and women in their 40s and 50s at the time of the survey

[Survey Sponsor] Aogumi Co., Ltd. (https://aogumi.co.jp/)

[Monitor Provider] Sacrisa

Approximately 70% believe "Oral Dirt" is the cause of bad breath! When do people worry about bad breath?

First, when asked, "What do you think is the main cause of bad breath?", the most common answer was "Oral dirt such as plaque and tartar (65.5%)," followed by "Insufficient brushing (unbrushed areas) (60.9%)," and "Gastrointestinal issues or poor internal organ health (54.4%)."

It appears that many people recognize oral dirt, such as plaque, tartar, and unbrushed spots, as the primary cause of bad breath.

Additionally, about half cited "poor internal organ health," showing that many believe physical ailments lead to bad breath.

So, in real daily life, at what timing do people notice others' bad breath?

When asked, "In what situations do you sometimes notice the bad breath of others?", the top answer was "When talking face-to-face at a close distance (71.0%)," followed by "Right after meals, coffee, or smoking (33.8%)," and "In the morning during greetings or conversations (27.8%)."

Noticing others' bad breath during face-to-face conversations reached about 70%, pulling far ahead of other items.

Furthermore, everyday contact points such as "Right after meals or smoking" and "Morning greetings or conversations" were also notable.

Next, when asked, "When do you feel anxious about whether your own bad breath is 'causing discomfort to those around you'?", the most common response was "When talking face-to-face at a close distance (64.9%)," followed by "Right after meals, coffee, or smoking (29.6%)," and "In the morning during greetings or conversations (26.8%)."

This shows the exact same trend as the "Situations where others' bad breath is noticeable," suggesting that individuals are highly conscious of whether they are causing discomfort to others.

"Hydration" is the most common daytime countermeasure! Dissatisfaction with easy care products centers on "duration of effect"

While many harbor anxiety about their own bad breath, what measures do they take when out or at work where brushing teeth is difficult?

When asked, "During the day (e.g., while out or working), when you cannot brush your teeth but are concerned about bad breath, what measures do you take?", the most frequent answer was "Drink fluids like water or tea (55.3%)," followed by "Chew or suck on gum or tablets (mints) (45.2%)," and "Cover it up by wearing a mask (26.7%)."

Approximately 60% answered "Hydration," indicating that many rely on easy, temporary measures.

This was followed by masking the scent with "gum or tablets," while about 30% take the measure of "covering it up by wearing a mask."

These results illustrate the reality that fundamental care is difficult while out or at work, leading to a focus on "stopgap" measures.

So, how do they feel about the usability and effectiveness of these easy bad breath care products?

When asked about "How you felt when using 'easy bad breath care products' such as gum, tablets, and over-the-counter mouth sprays," the most common response was "It feels refreshing right after use, but the effect does not last long (44.7%)," followed by "I doubt whether it is preventing bad breath fundamentally (25.3%)."