A US$100 tube of toothpaste? Premium brands look for a squeeze of multibillion-dollar market
- The global toothpaste market is expected to reach US$36 billion by 2024, and a new crop of more decadent products is carving out a share of it
- The ultimate, clinical-strength premium tube, from Theodent, contains cocoa beans and a fluoride alternative, and is packaged to look like a chocolate bar
As with many beauty products in the world of luxury, it turns out that toothpaste isn’t really necessary. Sure, it can freshen breath and help whiten teeth, but the real benefits of brushing come from the bristles on a toothbrush and their ability to scrape and disrupt dental plaque that leads to tooth decay and gum disease.
Along with flossing once a day – arguably the most important – brushing twice daily is crucial to preventing oral infections, according to the American Dental Association.
One aspect of toothpaste that does make a difference is fluoride, which combats the first stage of tooth decay, called demineralisation. In that respect, if you’re not getting fluoride by some other means, toothpaste is your best bet.
“If a toothpaste doesn’t contain fluoride, I wouldn’t recommend it,” says Jessica Hilburg, associate professor of dental medicine at the Touro College of Dental Medicine at New York College. Most aspects of toothpaste, including foaming agents, flavours and bright packaging, could technically be eliminated, but what’s the fun in that?
