Consumers prioritise their oral health when choosing toothpaste, according to online research from Product of the Year.

The research examined UK toothpaste trends among 450 consumers. Participants were asked their favourite toothpaste brand, with over half (57 per cent) of the voting public choosing Colgate Total, making it the top choice. Sensodyne (25 per cent) and Oral-B (24 per cent) ranked in second and third places respectively, and Aquafresh came fourth with almost eight per cent of the votes.

Consumers were also asked to reveal the main factors they look for in a toothpaste with over two-thirds (68 per cent) reporting ‘tooth/gum health’ as the most important factor in a toothpaste brand. Nearly 13 per cent buy toothpaste for its ‘whitening’ properties and others see ‘fresh breath’ (11 per cent) and having a ‘nice taste’ (eight per cent) as the priority.

Helga Slater, managing director of Product of the Year, said, “Oral care continues to be a big area of innovation, but brands don’t always get the recognition they deserve.

“Every year, we champion all manner of toothcare innovators with Oral-B, Sensodyne and multiple other brands winning awards over the years. We help to spotlight the products that make a difference to the everyday lives of consumers.”

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