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.