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What is the most popular toothpaste in America?

Toothpaste is an essential oral hygiene product used by millions of Americans every day. With so many brands and varieties available, toothpaste has become a multi-billion dollar market. But when it comes to popularity, one brand stands out above the rest as the most popular toothpaste in America – Colgate.

The dominance of Colgate

According to market research, Colgate toothpaste holds the biggest share of the U.S. toothpaste market. As of 2022, Colgate captured almost 40% market share, making it the clear leader ahead of its closest rival Crest which held around 20% market share. This substantial lead highlights the undisputed popularity of Colgate toothpaste among American consumers.

Colgate’s popularity extends across different varieties as well. Its regular Colgate Cavity Protection toothpaste, Colgate Total, and Colgate Optic White are among the best selling toothpaste products in the country. Colgate Max Fresh and Colgate Sensitive Pro-Relief are also popular options. No other brand comes close to offering the range and popularity of toothpaste products that Colgate does.

Reasons for Colgate’s popularity

So what explains the enduring popularity of Colgate toothpaste? Here are some of the key factors:

Brand heritage

Colgate is one of the oldest and most established brands in oral care. It was founded all the way back in 1806, giving it over 200 years of brand heritage. Throughout this time, Colgate has been synonymous with good oral hygiene practices and products. This strong brand recognition and trust has contributed to its popularity.

Advertising spend

Colgate spends significantly more on advertising and promotion compared to its competitors. Its TV commercials and print ads help reinforce the brand image and keep Colgate top-of-mind. The iconic Colgate “ring of confidence” and memorable jingles are examples of successful branding efforts.

Distribution strength

Colgate toothpastes are easily available at all retail outlets including grocery stores, pharmacies, big box retailers and online stores. The widespread distribution allows easy access to Colgate products for most consumers.

Value pricing

While not the cheapest, Colgate toothpastes are competitively priced to appeal to mass market consumers. Unlike premium brands, Colgate focuses on delivering good quality at an affordable price point. This value pricing makes Colgate toothpaste popular across income levels.

Product innovation

Colgate continually innovates with new formulations, flavors and specialty products. Recent examples include Charcoal toothpaste, Colgate Total SF mouthwash toothpaste and Colgate Optic White Renewal toothpaste. This innovation helps generate consumer interest and trial.

Which Colgate toothpaste variety is the most popular?

Within the Colgate brand, regular Colgate Cavity Protection stands out as the single most popular toothpaste. As per 2022 sales data, this minty fresh classic Colgate accounts for over 15% of total toothpaste purchases in the United States.

Here is a breakdown of the popularity of different Colgate toothpaste varieties in America:

Toothpaste Variety U.S. Market Share 2022
Colgate Cavity Protection 15.2%
Colgate Baking Soda & Peroxide 5.7%
Colgate Total 5.3%
Colgate Optic White 4.1%
Colgate Max Fresh 3.8%
Colgate Sensitive Pro-Relief 3.2%

As seen above, the regular Colgate Cavity Protection holds a commanding share within the Colgate brand. Its unique minty flavor profile and cavity fighting formula make it the go-to choice for daily oral care needs of most Americans.

How does Colgate compare to other top brands?

While Colgate is the undisputed leader, other brands like Crest, Sensodyne and Tom’s of Maine also enjoy significant popularity among American consumers. Here is how Colgate stacks up against them:

Vs Crest

Crest by Procter & Gamble is Colgate’s closest competitor with around 20% U.S. market share. But Colgate still outsells Crest by a factor of 2:1. Crest offers popular products like Crest 3D White and Crest Gum Detoxify, but lags Colgate in brand awareness and advertising spend.

Vs Sensodyne

Sensodyne focuses on specialty sensitivity toothpaste and has carved out a niche among consumers needing sensitivity relief. However, with just 4% market share, it lacks the mainstream popularity of Colgate’s broader product range.

Vs Tom’s of Maine

Tom’s of Maine has grown in popularity as a natural toothpaste brand. But its 2% market share pales in comparison to Colgate’s distribution and advertising advantage. Tom’s appeals to a specific consumer segment focused on natural ingredients.

While these brands have their strengths, Colgate’s broader appeal across categories like anticavity, whitening, fresh breath, sensitivity, tartar control and more make it the runaway winner when it comes to overall toothpaste popularity.

Consumer perception and satisfaction

In addition to sales dominance, Colgate also scores very well when it comes to consumer perception and satisfaction. In an annual survey of 10,000 American shoppers by BrandIndex, key metrics for Colgate included:

  • Quality rating of 80%
  • Value rating of 75%
  • Satisfaction rating of 73%
  • Brand recommendation rating of 71%

These excellent ratings confirm that the popularity of Colgate toothpaste is backed by positive experiences and satisfaction amongst American brushers. The combination of strong quality, value and satisfaction drive the leading brand loyalty and repeat purchases for Colgate.


With deep brand heritage and an extensive product portfolio, Colgate toothpaste has emerged as America’s most popular toothpaste by a wide margin. Its flagship Colgate Cavity Protection toothpaste leads the pack as the single bestselling toothpaste variety. While rivals like Crest, Sensodyne and Tom’s of Maine enjoy niches, Colgate’s winning formula of quality, value, distribution strength and innovation make it the undisputed choice for millions of smile-conscious Americans.