Toothpaste

Market Insights on Toothpaste

Market Size: The global toothpaste market was valued at approximately US$ 23 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of about 4.0% to reach US$ 38.1 billion by 2031. This growth is driven by an increasing awareness of oral hygiene and a shift towards premium products that address specific dental needs, such as sensitivity relief and teeth whitening. The market's expansion is further supported by a rising prevalence of dental disorders, with the World Health Organization noting that dental caries and periodontal diseases are among the most common health issues globally.

Consumer Insights: The primary demographics for toothpaste include both adults and children, with adults being the largest consumer segment. Key purchasing drivers are efficacy, ingredient transparency, and certifications such as organic or cruelty-free claims. Notably, consumers are increasingly inclined towards herbal and natural formulations, which are perceived as safer and more effective. The demand for products that cater to specific needs—like whitening and sensitivity—remains unmet, presenting opportunities for brands to innovate and tailor offerings.

Top Brands Dynamics and Innovators: Leading brands like Colgate and Procter & Gamble are focusing on introducing specialized toothpaste products. For instance, Procter & Gamble launched Crest Densify, targeting consumers seeking enhanced dental protection. The trend towards sustainability is also evident, with many companies reformulating their products to exclude harmful chemicals and packaging them in eco-friendly materials. As consumers become more health-conscious, the emphasis on premium and effective toothpaste formulations is likely to shape future market dynamics.

Types of toothpaste

A toothpaste is a dental product that helps clean teeth, especially when brushing. It comes in different types, which are described below.

• Fluoride toothpaste

  Fluoride is a mineral that strengthens tooth enamel and helps prevent cavities. It works by making the teeth more resistant to acid attacks from plaque and bacteria. Over the years, many studies have proven the effectiveness of fluoride in reducing tooth decay. Fluoride toothpaste is available in various flavors, such as mint, fruit, and cinnamon. Some manufacturers make fluoride toothpaste for children. This special toothpaste comes in fun colors and flavors to encourage kids to brush their teeth. However, too much fluoride can be harmful, especially for children under six years. They should spit out the toothpaste after brushing and avoid swallowing it.

• Herbal toothpaste

  This is a type of fluoride toothpaste made from herbal ingredients. It contains no artificial chemicals, colors, or flavors. Manufacturers use herbal extracts like neem, miswak, clove, and basil to make the paste. These herbs have natural properties that fight bad breath, reduce gum inflammation, and prevent plaque buildup. People who prefer natural products use herbal toothpaste. It is also an excellent option for vegans since it doesn't have any animal by-products.

• Whitening toothpaste

  It is a special type of fluoride toothpaste that helps remove stains from the teeth' surface. It has more abrasive ingredients than regular toothpaste, which help scrub the teeth. Whitening toothpaste also contains whitening agents like silica and titanium dioxide. These ingredients help give the teeth a whiter appearance. However, whitening toothpaste takes some time to work. It can take weeks or months to get the desired results. Also, the toothpaste doesn't change the teeth' color drastically. It only helps remove superficial stains from the teeth. For buyers who want to change the color of their teeth significantly, they can consider dental bleaching as an option.

• Sensitive toothpaste

  People with gum recession experience tooth sensitivity. Their gums pull back, exposing the tooth roots. The tooth roots don't have an enamel coating to protect them. They become sensitive to hot, cold, or sweet foods and drinks. Sensitive toothpaste is designed for people with this dental problem. It contains potassium nitrate or strontium acetate that help block the exposed tooth roots. These ingredients create a protective barrier that prevents stimuli from reaching the tooth nerve. Sensitive toothpaste also helps reduce gum inflammation and plaque buildup.

How to choose toothpaste

Toothpaste plays a significant role in oral care routine. It is essential to choose a type that is beneficial for the teeth and gums. Here are some factors to consider when selecting toothpaste.

• Fluoride

  Fluoride is a naturally occurring mineral that strengthens tooth enamel and prevents cavities. It is effective in re-mineralizing weak spots in the enamel, making the teeth more resistant to acid attacks from plaque bacteria. Choose toothpaste that contains fluoride. It is proven to reduce tooth decay and promote good oral health.

• Tartar control

  Tartar is a hard deposit that forms when plaque is not removed daily. It can only be removed by a dental professional. Tartar makes the teeth look yellow and can cause gum disease. Choose a toothpaste that helps control tartar buildup. It contains pyrophosphates, which prevent or slow down the formation of plaque on the teeth.

• Teeth whitening

  Most people prefer to use toothpaste that removes stains from the teeth and promotes whitening. Choose a whitening toothpaste that gently removes surface stains and improves the natural color of the teeth. People may be concerned about using a type of toothpaste that contains a high level of abrasive. Choose a whitening toothpaste that is low in abrasive and effective in stain removal.

• Breath freshening

  Foul breath can be a sign of poor oral hygiene. It may also indicate a serious health problem. Choose toothpaste that freshens breath. It contains a higher level of mint flavoring that masks bad breath and leaves the mouth feeling fresh.

• Dental concerns

  People have different dental needs. Some may have sensitive teeth and gums, while others have a higher risk of tooth decay. Consider the dental concerns and needs when choosing toothpaste. For people with gum disease, choose paste that has antibacterial properties. It helps kill bacteria in the mouth and reduces gum inflammation. People with sensitive teeth should use toothpaste that contains potassium nitrate or stannous fluoride. It blocks the sensitivity pathways and provides long-lasting relief.

How to use, install, and product safety

How to use

• Brush Twice a Day: Brush teeth thoroughly in the morning and before going to bed at night. Take small, circular motions around each tooth's surface and along the gum line for at least 2 minutes to ensure all areas are covered. Do not swallow the toothpaste, and instead, spit it out to avoid ingesting excess fluoride or other active ingredients.
• Use a Fluoride Mouthwash: After brushing, rinse with a fluoride mouthwash if used. Swish it around in the mouth for about 30 seconds before spitting it out. Mouthwash helps reach areas that brushing may have missed, like the insides of cheeks and tongue, for a more profound, fresher feeling.
• Floss Daily: Flossing removes food particles and plaque buildup between teeth that brushing alone cannot reach. Take a piece of dental floss about 18 inches long and wrap it around the middle fingers of both hands, leaving room to wind it up as it gets dirty. Gently slide the floss between each pair of teeth in up-and-down motions to clean those tight spaces.

Product Safety

• Fluoride Content: Fluoride is a crucial cavity-fighting ingredient in many modern toothpastes. However, ingesting large amounts can be toxic, especially in young children. Supervise children's brushing until they are old enough to spit out the toothpaste completely. Use only a small, pea-sized amount of toothpaste. If a child swallows too much fluoride toothpaste, contact poison control right away.
• Whitening Agents: Whitening toothpastes sometimes contain abrasives that can wear down tooth enamel over time if used excessively. Use whitening toothpaste only as needed, not more than once or twice a day. Regularly see a dentist to check if natural tooth discoloration is a problem that needs whitening.
• Allergies: Some people may develop allergic reactions to certain toothpaste ingredients like sodium lauryl sulfate (a foaming agent) or particular flavorings. Stop using an unknown brand of toothpaste if any strange sores, rashes, or itchiness develop in the mouth. Stick with brands that have worked safely for a long time.

Functions, features, and designs of toothpaste

Manufacturers make different kinds of toothpaste to serve unique functions. Below are some basic functions, features, and designs of toothpaste.

• Function

  Some basic functions of toothpaste include protecting the teeth against decay, whitening the teeth, and freshening the breath. Also, some toothpaste helps relieve sensitive teeth, while others help repair damaged teeth.

• Features

  Toothpaste comes in various features, like gel or paste. They come in different flavors, like mint, green tea, etc. Some are sugar-free, while others contain sweeteners like xylitol to make them palatable to children. Toothpaste also comes in different packaging. While some are packaged in tubes, others come in pump bottles. There are portable toothpaste that come in small squeeze tubes, which are perfect for travel.

• Design

  The two main designs of toothpaste are gel and paste. While gel toothpaste has a transparent, gelatinous look, paste toothpaste is opaque. Also, gel toothpaste has a lighter texture, making it easier to squeeze out of the tube. On the other hand, paste toothpaste has a thicker consistency, which some people believe makes it more effective.

Q&A

Q1: Is whitening toothpaste harmful?

A1: Toothpaste marketed for whitening can be harsh. The whitening paste contains high amounts of fluoride or other chemicals that may wear down enamel over time. This enamel wear can cause sensitivity and other problems. Using whitening toothpaste sparingly is best to reduce stains.

Q2: Can whitening toothpaste be used forever?

A2: Users should not rely on whitening toothpaste for a “perfect” white smile. These pastes only remove surface stains. For deeper whitening, users may need to visit a dentist. Also, using whitening paste for a long time can be harmful, as stated above.

Q3: What is the difference between regular toothpaste and whitening toothpaste?

A3: Regular toothpaste focuses on oral health, like cavity protection and fresh breath. Whitening toothpaste also targets whitening teeth by removing stains. However, whitening toothpaste does not provide other dental benefits.

Q4: Why is whitening toothpaste cheaper than professional treatments?

A4: Whitening toothpaste only works on surface stains. Professional treatments at the dentist use stronger tools to break down deeper stains. This explains the price difference.