Canstar Blue’s toothpaste review has seen Grants of Australia, ALDI Dentitex, Oral-B, Macleans, White Glo, Sensodyne, Colgate and Coles compared on effectiveness, taste, texture, feel of teeth after use, packaging, value for money and overall satisfaction.
See our Ratings Methodology.
A friendly smile can make a good first impression, which is why many of us try to put our best foot (or should we say, tooth) forward by flashing a set of pearly whites. There are plenty of factors that contribute towards achieving a healthy mouth and gums – including your type of toothbrush and mouthwash, plus whether you floss – although the type of toothpaste you’re putting on your toothbrush may arguably be one of the most important parts of dental care.
So, with a wide selection of whitening, sensitive and anti-plaque varieties areadily available on supermarket shelves, what’s the best toothpaste to buy? Canstar Blue asked more than 2,550 Australian consumers for their feedback on the toothpaste(s) they purchased and used in the last three months. Respondents rated brands on their effectiveness, taste, texture, feel of teeth after use, packaging, value for money and overall satisfaction. Those that received the minimum sample size (30 responses) are featured in our report.
Grants of Australia took the crown again this year, rating best for overall satisfaction as well as taste, texture, packaging and feel of teeth after use.
Here are the best toothpaste brands in Australia, as rated by consumers in Canstar Blue’s latest review:
Grants of Australia brushed up best for the second year in a row, scoring five stars for overall satisfaction and most other categories. The majority of brands picked up four stars for overall satisfaction, except for Colgate and Coles which both ended on three stars overall.
ALDI Dentitex filled in the gaps left by Grants of Australia, leading the way in regards to value for money and effectiveness, along with Sensodyne. ALDI Dentitex, Sensodyne and White Glo additionally received five stars for feel of teeth after use, alongside Grants of Australia.
Grants of Australia lays claim to being the maker of ‘Australia’s original natural toothpaste.’ Over the last 30 years, the brand has worked to give health-conscious families an affordable toothpaste range that contains a pleasant taste, but no parabens, preservatives or fluoride.
Grants of Australia’s toothpaste range includes Propolis, Sensitive, Whitening, Cinnamon, Xilitol, Kids and even travel size options with all toothpastes claimed to be fluoride-free.
Many of the products are also claimed to be vegan-friendly and Australian-made and owned. Prices start from $2 and go up to around $7 for the 100g varieties. There’s also a 12-tube bulk pack for about $47.40.
Discount supermarket chain ALDI offers a number of toothpaste products for shoppers who regularly visit its stores. While predominantly offering classic and sensitive varieties, in typical ALDI fashion, its ‘Dentitex’ brand is usually cheaper than most others, generally priced at under $5 per 110g tube.
One of the most common toothpaste names on supermarket shelves, Oral-B is available in a number of varieties, including 3D White, Gum Detoxify, Pro-Health and Kids, usually priced between $3.50 and $12. You can also snag a teeth whitening treatment with the Oral-B 3D White Luxe Advance Seal Whitestrips, typically valued at $35, plus electric toothbrushes.
A brand operating under the British pharmaceutical company GSK, Macleans has been a staple within the toothpaste industry, offering Aussie shoppers plenty of options to choose from. Its products start from $2 for the ‘Little Teeth’ or ‘Milk Teeth’ toothpastes for kids, and reach up to $4.80 for the Macleans sensitive toothpaste. Other options include Extreme Clean Whitening and Extreme Clean Lasting toothpaste.
Focussed solely on whitening toothpaste, Australian-owned White Glo is available at both supermarkets and pharmacies, with the brand competitively priced between $5 to $7, depending on which product you put in the shopping trolley. White Glo looks to target a variety of lifestyle habits, with its product range including a charcoal deep stain remover, herbal whitening, anti-plaque, ‘Professional Choice’, and even toothpaste specifically directed at smokers and regular coffee or tea drinkers.
Another brand part of the GSK label, Sensodyne is often the go-to option for those who suffer from sensitive teeth. Sensodyne’s range of toothpastes includes Rapid Relief, Repair & Protect and Complete Care, giving shoppers plenty to choose from. One of the more expensive brands on offer – setting you back at least over $9 per 110g tube – it may be a small price to pay for those who suffer from sensitive teeth.
One of the most recognisable toothpaste brands, Colgate has been cleaning teeth for almost 150 years, with a wide range of products for shoppers to choose from. Some of these include Advanced Whitening, Cavity Protection, Max Fresh, Optic White, Sensitive Pro-Relief Enamel, Triple Action and even a children’s range as well, so the whole family is covered. Priced between $2 and $15, select Colgate products come in packages up to 190g, ideal for those looking to get the most bang for their buck.
One of the cheapest options available, Coles branded toothpaste might not offer the same variety as others, but may be suited for those on a budget. At the time of writing, Coles provides three options for shoppers, including Total Care (140g), Total Whitening (140g) and Denture Toothpaste (115g), with each tube of toothpaste available between $1.50 and $3, depending on what you’re after.
When it comes to selecting a toothpaste, there are a few things to consider. Our research identified these drivers to have the most impact on customer satisfaction:
Below is a bit more about each factor, and why you should keep them in mind the next time you visit the supermarket. But first, here are some of the other standout findings from our research:
Toothpaste has the job of protecting your teeth and mouth from bacteria, plaque build-up, bad breath and conditions like mouth ulcers that can be caused by poor dental hygiene. As a result, you want something that continuously does the job, as well as protects you in between dentist visits. While 45% of survey respondents always purchase the same brand of toothpaste, if it’s not doing the best job possible, don’t be afraid to sink your teeth into another product.
Nobody enjoys having ‘furry’ teeth — the toothpaste you end up putting on your toothbrush should leave you ready to flash a smile, not itching for mouthwash. While you can argue that how your teeth feel after brushing comes down to how long you actually brush them for, having a toothpaste that makes you feel nice and fresh is among the most important considerations for consumers. Analysis of our research even found it to be the second biggest factor affecting customers’ overall satisfaction with toothpaste.
If your toothpaste doesn’t taste nice, brushing for the recommended two minutes can feel like an eternity. So, finding a toothpaste that tastes good will not only make the experience of brushing more bearable, but won’t leave you with a bad taste in your mouth.
The mouth is one of the most sensitive areas of the human body, with plenty of nerve endings located around your teeth, tongue and cheeks; meaning it can pick up on every little detail of your toothpaste. Grainy toothpastes, or those that may ‘foam up’ too much, might also impact which brand you scan at the checkout.
While it may not be a purchase you have to make every time you step into a supermarket, toothpaste can be an expensive purchase over time, particularly if you’re after something specific. This may partly explain why 22% of our survey respondents said they typically purchase whichever brand is on special, meaning shoppers are still after a bargain.
While it may not help make your teeth whiter, the packaging of the toothpaste can be important to your overall brushing experience. Easy squeeze tubes, outside packaging with clear ingredients, and a cap that works after weeks of daily use will all impact on which brand you end up using. Do you want to get all the toothpaste out of the tube, or are you happy leaving some behind? Some people even cut the tube in half to get it all…
The brand of toothpaste you decide to take to the checkout will depend on a number of factors including your budget and dental care needs. While one brand might target a specific area, others might have just the right taste to help make cleaning your teeth a little more enjoyable. So, if your current toothpaste isn’t getting the job done for you, there’s plenty of other brands out there to check out!
This report was written by Canstar Blue’s home & lifestyle journalist, Tahnee-Jae Lopez-Vito. She’s an expert on household appliances, grooming products and all things grocery and shopping. In addition to translating our expert research into consumer-friendly ratings reports, Tahnee spends her time helping consumers make better-informed purchase decisions on all manner of consumer goods and services, while highlighting the best deals and anything you need to be aware of.
Picture credits: Zonda/Shutterstock.com (infographic background), bbernard/Shutterstock.com, Iakov Filimonov/Shutterstock.com, Prostock-studio/Shutterstock.com.
Our latest customer satisfaction ratings saw Grants of Australia dominate several categories:
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have purchased and used toothpaste in the last three months – in this case, 2,552 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
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