Canstar Blue’s toothpaste review compares Grants of Australia, ALDI Dentitex, Macleans, Sensodyne, Oral-B, Colgate, White Glo and Coles on taste, effectiveness, feel of teeth, texture, 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 readily available on supermarket shelves, what’s the best toothpaste to buy? Canstar Blue asked more than 2,300 Australian consumers about the toothpaste(s) they purchased and used in the last six months. Respondents rated brands on effectiveness, taste, texture, feel of teeth after use, packaging, value for money and overall satisfaction. Brands 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 and in several other categories.
Here are the best toothpaste brands in Australia, as rated by consumers in Canstar Blue’s latest review:
Grants of Australia topped out ratings with five-star reviews for effectiveness, taste, texture, and overall satisfaction. Runner-up ALDI Dentitex also managed to score top marks in several categories, namely for value for money, taste, texture, feel of teeth, and packaging design. Macleans and Colgate also got five stars for taste, with Macleans getting extra marks for feel of teeth, alongside Oral-B.
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.
Many Grants of Australia products are also claimed to be vegan-friendly and Australian-made and owned. Some toothpaste options available from the range include:
Grants of Australia received five-star reviews for effectiveness, texture, taste, and overall satisfaction. It got four stars for feel of teeth after brushing, packaging, and value for money.
When it comes to selecting toothpaste, there are a few things to consider. For consumers who stick to the same brand, here are the most common reasons for re-purchase.
But more generally, here are the main considerations that have the biggest impact on customer satisfaction, according to our survey.
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 49% 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.
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 toothpaste, or those that may ‘foam up’ too much, might also impact which brand you scan at the checkout.
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.
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 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…
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 20% of our survey respondents said they typically purchase whichever brand is on special, meaning shoppers are still after a bargain.
Grants of Australia is clearly helping consumers to smile from ear to ear, satisfying on a variety of factors, including overall satisfaction for three years running. ALDI Dentitex also seems to fill in some of the gaps, particularly if you’re concerned about finding something that feels nice on your teeth after brushing and that’s good bang for buck.
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 are 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.
Canstar Blue surveyed more than 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 six months – in this case, 2,334 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.
Check out the past winners of Canstar Blue’s toothpaste ratings:
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