Toothpaste Market Statistics: Types, Flavors and More

Today, we are faced with a plethora of choices when it comes to toothpaste. There's a wide range of options available, including white, black, herbal, kids' toothpaste, or "gum care" toothpaste. Many brands are still creating toothpastes with fluoride and other commonly used chemical ingredients, while others have introduced fluoride-free varieties to promote natural dental health.

In this article, we will be discussing some interesting statistics regarding toothpaste production, distribution, and consumption. We will also shed light on some interesting global facts about toothpastes in general, the Covid-19 consequences in the toothpaste making and selling industry, as well as the growing sensitivities when it comes to toothpastes. 

Global stats

The global toothpaste market is projected to grow at a CAGR of 6.4% during the forecast period (2021 - 2026).

The toothpaste market has been expanding at a significant pace over the past few years. In terms of market size, this growth is mainly attributed to increasing disposable incomes and the increase in the number of people with dental problems in the Western world. The global toothpaste market is a large one that includes many players, from multinational giants Colgate and Bayer to local companies.

If we look at the stats from Amazon online store, 4 best sellers in 2021 are as follows:

  1. Colgate
  2. Crest
  3. Tom’s of Maine
  4. Sensodyne

Global toothpaste market was worth $17.75 billion in 2019 and it is predicted to rise to $21.99 billion by 2027. Consumers in developed countries are currently spending more on toothpaste than ever before, thanks to a variety of competitive toothpaste brands that are available for purchase in both retail and online stores across the world.

The biggest toothpaste brands include:

  • Colgate 
  • Sensodyne Toothpastes
  • Crest Toothpastes
  • Aquafresh Toothpastes
  • Close up Toothpaste
  • Pepsodent Toothpastes
  • Patanjali

Let’s take a further look at some stats and facts about different tendencies, flavors, packaging, and toothpaste brands that we found particularly interesting:

Shift Towards Anti-Cavity and Vegan Toothpaste 

Because of the increased sugar consumption, busy lifestyle, as well as consumption of alcohol and tobacco there has been a growing demand for anticavity toothpastes. As the global diet gets sweeter and ‘faster’, dental problems are becoming more common. Owing to this, there is a growing need for quality toothpastes and ones that can have a sugar neutralizing effect to help prevent caries.

Aside from this, using animals for cosmetic testing purposes is now generally avoided by many companies. Also, since the vegan and vegetarian movement is gaining more and more momentum, to accommodate the growing population, many foods as well as personal care products are now veganized, including toothpastes. 


Mint, remains the most popular flavor, but new flavors are gaining momentum as well

Mint is still the most common toothpaste flavor in the world. Mint-flavored toothpaste became insanely popular in the US back in the early 1900s, when it was first introduced for Pepsodent toothpaste. Because it is an irritant, mint’s tingling property was first marketed as a sign the toothpaste was ‘working’, therefore equating the tingling of mint with cleanliness. 

Mint has probably the most refreshing clean scent of all flavors. Given that fresh breath is a key concern for many when it comes to oral care products, it is not surprising that it is still the most popular choice globally. With that in mind, as far as flavors go (agents added to create the flavor), the most common ones used are spearmint and wintergreen.

In case you don’t like any type of strong flavoring or simply prefer non-mint varieties, you’d be interested to know that Tom’s Maine toothpaste is one of the most popular mint-less toothpastes, containing fennel oil and other natural flavors. 

Global Toothpaste Stats by Type

According to Fortune Business Insights, one of the leading publishers of market research reports, toothpaste market can be segmented into teeth whitening, herbal, sensitive teeth, and other toothpastes, with teeth whitening taking up 34.45% of the global market share in 2019.

Source: Fortune Business Insights

Covid implications

Because of the strict Covid-19 regulations imposed by country governments all over the world, the supply chain of many companies has been disrupted. Needless to say, the pandemic has affected the toothpaste market as well. To ensure they comply with the newly set regulations and social distancing rules, many producers were forced to either reduce their workload or even completely shut down their plants.

In addition to that, it has been shown that people who have been affected by the Covid-19 virus are often more susceptible to suffering from dental problems as well - one more reason why people are now looking for quality toothpastes more than ever before. 


The Growing Interest in Herbal Oral Care Products

The growing fluoride sensitivity or dental fluorosis, especially noticeable among toddlers, is now encouraging companies to produce more natural toothpastes. On top of that, as tooth sensitivity is now becoming more common, producers are now faced with an ever-increasing demand for toothpaste with potassium nitrate as opposed to using stannous fluoride. 


Just like any other, the toothpaste industry is constantly changing. Being attentive and listening to the consumers’ needs is the sure way to stay top of mind. According to what we’ve seen so far, people are becoming more and more aware of the different types of toothpaste. The reason for this is mostly because modern lifestyle and excessive sugar consumption tend to cause tooth decay and gum diseases, which call for more potent and specific products. In addition to that, in the light of the recent pandemic, animal rights movement, awareness of chemical ingredients used as well as growing sensitivities, consumers are now turning to more ethically and naturally derived alternatives. 


The new way of brushing - The Premium Toothbrushes from Nordics

Nordics is transforming the way brushing is done! Continuously bringing alternative that matters, this time we changed the game. Premium hygiene, stealth oral health, extraordinary experience for your senses every evening and each morning, and saving our planet from plastic pollution - we did it all!

We’ve written dozens of lines about the importance of oral health and the urgency of making a change for our nature. We don’t just raise awareness but also design useful, affordable tools for every household and every hand. This is how each Nordics product is born. We are extra proud of our Premium toothbrushes. See what stands inside the heart of the change:

1. The astonishing number of 6580 high-quality ultra-soft filaments make the cleaning surface of 3 standard toothbrushes. Each of these filaments is polished with a diamond disk during production so the fibers' ends are sealed for microorganisms and erosion. This technology increases the cost of the toothbrush, thus few manufacturers choose to include polishing in their process. The relief of our teeth looks like the Himalayas - peaks and falls, angles, sharp edges. That is why it is crucial to have flexible and agile filaments that touch every point of our tooth enamel. Nordics premium brushes dense heads sweep away plaque and food residues. Brushing techniques are a very important part of the final result as well.

2. The handle is made of the bioplastic PLA - polylactic acid, a form of bioplastic that is made of renewable sources - fermented plant starch. That way petrol is never used for the production of these toothbrushes. They are 100% recyclable but also PLA production helps decrease the CO2 in the atmosphere. Isn’t that just perfect?

3. Reduced weight of the toothbrush handle - we’re saving from the production material by designing a reliable hollow structure of the handle for light and free movements of the hand. Nordics is driven by the minimalistic principle “Use exactly what you need - never more, never less”. We’ve invested efforts into the brush’s head - where it is essential to increase the cleaning power. Let’s not forget that many illnesses of the body start from the mouth.

4. The packaging is made of 100% recycled paper - staying true to our brand essence, we created a secure hygienic package that is made entirely of recycled materials. We consider this to be the bare minimum for a product with a green concept.

5. Soft, massaging bristles - statistics send a clear message that somehow remains aside from the hot topic in the industry. Nearly half (46%) of all adults aged 30 years or older show signs of gum disease and toothbrushes with soft bristles not only form a substantial share of the market but have a steady positive trend. This is by no chance. Actually soft filaments prevent the gums injury from excessive pressure while brushing – a habit a lot of us unwillingly are doing. Dentists recommend soft toothbrushes as an effective way to clean off plaque and keep the gum line safe. Nordics Premium toothbrushes proportionally distribute the pressure during brushing thus preventing irritation or gumline retrocession. Furthermore, the 6580 soft filaments gently massage the gum tissue and stimulate the blood circulation.

6. Fun and playful colors - last but not least we chose the most engaging colors that break the stereotype of brushing being an annoying chorus. Brushing can be beneficial AND fun. Enjoy!

Toothbrushes will always be the main dental cleaning tool. They have been existing in different forms since ancient times and long before forms of toothpaste were introduced into brushing. One of Nordics’ goals is to introduce high-quality, easily-accessible, and eco-friendly dental care for every consumer. We took another step in achieving that goal by introducing our premium toothbrushes.

Sustainable Oral Care: Why it Matters

Did you know that the average person uses around 300 toothbrushes in their lifetime? That’s a lot of plastic that ends up in landfills! Not only does this create pollution, but all that plastic can take centuries to decompose. By using sustainable oral care products and practices, we can reduce the amount of waste we produce and help protect the environment.

Oral care is something that often gets taken for granted. We brush and floss our teeth without thinking too much about it. But what if we told you that the way you care for your teeth can have a huge impact on the environment?

It's true. The methods we use to clean our teeth every day can be harmful to the planet, and even dangerous for our own health. That's why it's important to switch to sustainable oral care practices that are gentle on the earth and good for our bodies.

What is Sustainable Oral Care?

First of all, let’s answer this basic question. Sustainable oral care is a term used to describe practices and products that are gentle on the environment. This mainly includes:

  • choosing natural ingredients over harsh chemicals,
  • recycling and reusing products whenever possible,
  • avoiding disposable items,
  • saving water while brushing,
  • using biodegradable dental products

There are a few reasons why sustainable oral care is so important. For one, the dental care products we use daily can be harmful to the environment. Many conventional toothpastes and mouthwashes contain harsh chemicals that can pollute water supplies and damage ecosystems.

What's more, many of these chemicals are also toxic to humans. They can cause everything from skin irritations to severe health problems, such as mouth ulcers, stomach problems, and more. So it's important to choose products that are beneficial to both the earth and our bodies.

Sustainable Oral care products

When choosing a dental care product, we must know what’s included in them and the potential harm it could do to our health and our planet. A lot of the dental care brands use inorganic and chemical materials which are not eco-friendly, claiming they’re superior in terms of protection and effectiveness. However, there are various products available in the market which bring the desired results, that are aligned with sustainable techniques.

Here are a few eco-friendly dental care products you can start using today:

  1. Bamboo toothbrush. You can safely switch your plastic toothbrush with an eco-friendly one made of bamboo. This material is not wasteful, while plastic toothbrushes often end up in landfills, increasing the pollution levels. Bamboo is grown quickly without any chemicals and can make a sturdy toothbrush handle.
  2. Organic Toothpaste. People often associate organic and natural toothpaste with ineffective teeth brushing and not a fresh breath. That’s a common misconception which deters people’s attention from the toxic chemicals in the typical toothpastes. Ingredients such as Triclosan, Sodium Lauryl Sulfate (SLS), Parabens, and artificial coloring can be very harmful to your health because your oral cavity absorbs them into your bloodstream. Besides the harmful effect on our health, most toothpaste tubes are lined with materials, which cannot be recycled or reused. Investing in high-quality natural toothpaste can save you from health scares and save the planet from excessive chemical use.
  3. Eco-friendly dental floss. Another integral element of your daily routine, dental floss, actually includes materials that cannot be recycled. So, similarly to toothbrushes and toothpaste tubes, they end up in landfills, taking hundreds of years to break down.


Thankfully, there are many sustainable oral care products available that can help us keep our mouths healthy without harming the environment. These products often use natural ingredients like tea tree oil and essential oils, which offer sufficient protection to our teeth and gums and are also biodegradable. They also come in packaging made from renewable materials like paper or bamboo, which can be easily recycled and reused.


Making small changes like these can have a big impact on the environment and help us take better care of our teeth and gums. So why not give sustainable oral care a try today? You may be surprised at just how easy it is!

Find out how Nordics can help you change your daily dental care habits here

Struggles and Solutions for FMCG Companies in the Pandemic

The global pandemic has had a significant impact on every industry, particularly those that are FMCG (Fast-moving consumer goods) companies. The pandemic has caused many consumers to change their spending habits, opting for cheaper alternatives instead of more expensive brands. As a result, some FMCG companies have seen considerable decreases in sales due to this behavior shift. 

The consumer goods industry is struggling with a number of challenges nowadays:

  • Competitive pressure is high because its markets are fairly saturated.
  • Customers are reacting to this abundance in a price-sensitive way.
  • Because private labels are pushing into the markets, the pressure on manufacturer brands to innovate is increasing.

Another problem is that consumers perceive the range of consumer goods as homogeneous and therefore interchangeable. Thus, the consumer goods market has the highest perceived brand uniformity compared to other sectors.  

Stagnation due to disrupted supply chains

For some items, such as toilet paper and flour, supply chains have been completely sucked dry. Stocks, which are usually enough to cushion fluctuations in sales, were also gone. What is now being newly produced is being sold off again directly – even if this has hardly anything to do with actual demand. People stock up on everything, also oral hygiene products. 

In ordinary situations, consumers purchased fast-moving consumer goods when needed. The pandemic caused people to start buying these goods in bulk and store them for future use. This sudden shortage of goods put pressure on the entire FMCG industry, many found it hard to cope with the sudden increase in sales.

Most FMCG companies relied on getting raw material from the international market, which caused stagnation and halts in production. Many companies have already started restructuring their supply chain. If the state is in lockdown again, the industry maintains its supply chain and prevents manufacturing stagnation.

Mental health issues due to isolation 

The effects of the pandemic are not only felt in the sales figures, delivery difficulties or lack of digitalization – many employees suffer greatly from mental health issues due to the current isolation. Also, the increased demand of such products can lead to problems such as burnout, here it is important as an FMCG company to invest in good HR power to guarantee suitable solutions for the mental and physical health of employees in the long term. 

Food retailers had a special boom for weeks as many people built up extra stock at home. Parallel to this, demand is shifting away from bulk supply in canteens or restaurants to retailers, as many companies and restaurants are still closed. Even though this does not change the total amount consumed: Food out of Home is declining massively which led to financial loss for many companies, which then relied on government aid and funding options. Food-related FMCG products such as cosmetics, toiletries, etc. are experiencing high demand. However, some sales channels have been closed due to the crisis, which in turn may lead to relocation effects. 

Digitalization is more important than ever 

A consumer survey on the topic of FMCG focused on a company's touchpoints with its customers on various channels. What becomes clear is: In the Awareness and Information phases, customers primarily use the brand website to obtain information. In the consideration phase, however, independent test reports are preferred, and the purchase itself is then made on retailers' websites. 

In the after-sales phase, however, the brand's website regains importance again: this is where inquiries are made to customer service when customers need support. The results show that cooperation between dealers and manufacturers is and remains essential. Both sides would benefit from sharing information and data about target groups. Not to be forgotten: The aforementioned, digital channels tend to reach a younger generation under 40, while older customers still use traditional contact and information options. 

Top trend: sustainability and health 

It's a trend that's been a long time in the making but has picked up speed once again due to the pandemic: Consumers are placing more and more value on sustainable products, regional sourcing of goods, and healthier lifestyles. Retailers are responding to this trend by increasingly listing products that meet these demands – other products inevitably have to make way for them and make room on the shelves. For the marketing of these consumer goods, this means: These topics need to be highlighted. 

Tip: Show consumers where the products come from and what impact they have on the environment. And here too, listen to your customers, actively include their wishes and needs in product developments, and also work closely with retailers, as they are naturally often closer to the customer. 

How FMCG companies responded in the short-term to the consequences of the pandemic

  1. Flexible staff scheduling due to employees' absence caused by illness, and higher protection standards and safety margins. Many producers have to cancel shifts, while others operate on a rotating basis.
  2. Ensuring the availability of sufficient logistics capacity. Many producers have problems transporting their goods to the retail distribution centers on time and in sometimes increased quantities under appropriate conditions.
  3. Supply chain management: goods are rescheduled at short notice. Time and again, dependencies on individual ingredients or parts arise that block entire production processes and have to be resolved ad hoc to avoid a production standstill. In the non-food area, goods are canceled, returned, and talks are held with suppliers in order to negotiate other conditions and acceptance periods.


After the crisis, there will be a substantial reorganization of supply chains. This cannot be done in the short term. Here are the essential elements, as far as they are already visible today:

  • Dual or multiple sourcing instead of single sourcing – procurement will be broadened. There will also be a shortening of supply chains. 
  • FMCG companies need to focus on their employees' mental health in order to keep up with the changing demand for their products
  • The increased build-up of safety stocks of critical precursors, especially for raw materials and goods that are only found in a few regions of the world.
  • Making it as easy as possible for consumers to gather all the information they need is essential to company's success in the future. 
  • The issue of sustainability should be considered in its entirety. For a world population that will exceed the 10 billion mark in a few decades, companies will need new utilization concepts for existing resources. Ideally, these will be implemented in combination via a merging of sustainability approaches and restructuring of supply chains.