Crest continues to dominate the American toothpaste market with its Pro-Health line, offering comprehensive oral care benefits including cavity protection, gingivitis prevention, and whitening properties. What sets Crest apart is its stannous fluoride formula, which provides longer-lasting protection against bacteria while strengthening enamel. Consumer loyalty to this brand remains strong due to consistent clinical performance and dentist recommendations across the country.
Colgate Total has secured its position as a close second, primarily due to its innovative triclosan formula that fights bacteria for up to 12 hours after brushing. The brand’s focus on gum health alongside cavity protection addresses increasing consumer awareness about comprehensive oral hygiene. Colgate’s international presence and research partnerships with dental associations have helped maintain its trusted reputation among American households seeking reliable daily care.
Sensodyne has carved out a significant niche by specializing in sensitivity relief while expanding into complete care formulations. Its potassium nitrate or strontium chloride ingredients work by blocking pain signals from exposed dentin to the nerve, providing both immediate and long-term relief. The brand has seen remarkable growth as the population ages and tooth sensitivity becomes a more widespread concern, positioning itself as both a therapeutic and preventative option.
Tom’s of Maine represents the growing natural toothpaste segment, appealing to environmentally conscious consumers with its plant-derived ingredients and sustainable practices. Free from artificial sweeteners, preservatives, and colors, Tom’s offers fluoride and fluoride-free options to accommodate different consumer preferences. Despite commanding a smaller market share than conventional brands, Tom’s consistent double-digit growth reflects changing consumer values toward transparency in ingredients and ethical business practices in personal care products.