Pharmacy could capitalise on the oral health market as more patients turn to the sector for oral care advice, experts have said.

A survey by Oral-B showed 10 per cent of customers were now consulting their pharmacist with oral health problems rather than going to a dentist. Thirty per cent of the 2,000 patients surveyed said they would consider doing so in the future to avoid dental costs.

The findings highlighted the need for pharmacists to be well educated in oral care, Oral B said.

Numark stressed that while pharmacists were likely to be trained to a good standard on most issues that patients would present with, it was "vital" for  support staff to be competent and confident dealing with different conditions too. The group suggested that  the category could represent a great opportunity for pharmacists to "maximise sales, whilst also making it easier for customers to find what they want".

According to EPOS data from Numark members, the oral care category continues to grow within independent pharmacy, now accounting for 6.4 per cent of total OTC sales.

A Numark spokesperson said that any condition that recognised pharmacy as a first point of call was an "opportunity for the profession". The group, whose members have reported an increase in oral health queries, have been offering training to all pharmacy staff via a comprehensive module specifically related to oral care.

A spokeswoman for Oral-B said they had no plans to offer pharmacists any additional training immediately, but urged that the sector did need to have good oral care knowledge.