Sales of top toothpaste brands in the U.S. 2019

In 2019, the Crest 3D White toothpaste brand sold 63.9 million units in the United States. A paste or gel dentifrice, toothpaste is an accessory used to help clean, maintain and prevent tooth and gum disease. Since the 2018 fiscal year, the overall oral hygiene category has been experiencing steady growth in terms of sales. This is largely due to a considerable increase in sales of dental accessories and tools. While consumers are trending away from dental solutions that are purely cosmetic, at home dental care is becoming a much more common practice. In 2016, the leading toothpaste brand in the United States was Crest 3D White; generating almost 264 million U.S. dollars.

Unit sales of the leading toothpaste brands in the United States in 2019 (in millions)*

Sales in million units
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Release date

August 2019


United States

Survey time period

52 weeks ended June 16, 2019

Supplementary notes

* Total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries, and select club and dollar retail chains) for the 52 weeks ended June 16, 2019.

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