Leading toothpaste brands in the U.S. 2019

In 2019, Crest 3D White was the leading U.S. toothpaste brand with sales of 263.9 million U.S. dollars. Ranked second, Sensodyne Pronamel had sales sales of around 196.7 million U.S. dollars that year.

Toothpaste and oral hygiene

A paste or gel dentifrice, toothpaste is an accessory used to help clean, maintain and prevent tooth and gum disease. Since 2007/08 fiscal year, the overall oral hygiene category has been experiencing steady growth in terms of sales. This is largely due to a considerable increase in sales of dental accessories and tools. While consumers are trending away from dental solutions that are purely cosmetic, at home dental care is becoming a much more common practice.

For example, toothpaste was the eighth leading health and beauty product category in the United States, with sales that generated approximately 2.97 billion U.S. dollars in 2015. As long as people have teeth, whether natural or dentures, and want to keep them healthy and clean at the lowest cost possible, the category will continue to grow. One of the biggest struggles that retailers face regarding the category is having enough space to carry all of the relevant products that consumers want available to them.

In 2015, approximately 759 million U.S. dollars was generated from toothpaste sales at U.S. supermarkets.