 With all the advances in oral health are, it’s easy for the humble toothpaste to get lost in the barrage of new technology and products. Yet, the item millions of people reach for every day makes strides and keeps pace with an increasing number of offerings and claims.
When it comes to variety, there is no shortage of options in the
toothpaste aisle. ConsumerSearch.com reports that Colgate now has
approximately 49 varieties of toothpaste, and Crest has 21 varieties in
24 different flavors. In sorting through all the claims made by various
manufacturers, cavity prevention, plaque reduction, and fresh breath are
long-touted benefits. Whitening, low abrasive-ness, and sensitivity
reduction are also frequent claims. More recent claims to hit the market include anti-bacterial and anti-inflammatory action, and a patented salivary enzyme system.
Of all the benefits claimed by toothpaste manufacturers, whitening receives a lion’s share of the attention. When the editors of Consumer Reports tested 41 varieties of toothpaste earlier this year, they identified whitening as the most prominent claim. They also said whitening presents “something of a gray area” with the fine print on products promising to whiten teeth by removing stains, not by lightening the base color of the teeth.
The editors of Consumer Reports noted that only products bearing the ADA Seal have had appropriate clinical and/or laboratory studies, and scientific data reviewed by the ADA Council on Scientific Affairs.
Consumer Reports found “no correlation between whitening claims and stain-removing ability” even with the seven toothpastes they tested that contained peroxide. The testers favored Ultrabrite All in One Advanced Whitening, reporting that it “proved excellent at stain removal — and with only average abrasiveness.” The two closest competitors in stain removal, according to Consumer Reports, were Colgate Max Fresh and Colgate Luminous.
Beyond whitening, there are brands bearing the ADA Seal that offer a combination of benefits.Crest Pro-Health has a trademark Polyfluorite System containing stannous fluoride and sodium hexametaphosphate. Product research for Pro-Health includes more than 70 publications and research presentations. The ADA Council on Scientific Affairs’ acceptance of Crest Pro-Health toothpaste is based on its finding that the product is effective in helping to prevent and reduce tooth decay, gingivitis, and plaque above the gumline, to relieve sensitivity in otherwise normal teeth, and to whiten teeth by removing surface stains, when used as directed.
Colgate Total also carries the ADA Seal and contains triclosan, a patented copolymer that fights bacteria and oral inflammation implicated in periodontal disease. Colgate Total has been studied in more than 10,000 patients. Colgate pioneers the claim that the toothpaste can “break the inflammation cascade” of plaque bacteria and gingival inflammation “associated with disease throughout the body.”
Colgate Total Whitening Gel received a mention in the Consumer Reports testing where the editors said it was “the only toothpaste we tested that’s ADA-accepted for plaque and gingivitis prevention.”
Among innovative toothpaste claims is Biotène’s patented LP3 salivary enzyme system recommended for dry mouth treatment. Biotène claims that the toothpaste works like the body’s natural defenses to fight cavities, periodontal disease, and oral infections due to dry mouth. The toothpaste contains three primary enzymes: glucose oxidase, lactoperoxidase, and lysozyme, which Biotène reports to function in boosting and replenishing saliva’s own antibacterial defenses.
Biotène toothpaste is also made with xylitol, a five-carbon sugar alcohol that is used as a sugar substitute and can be extracted from birch, raspberries, plums, and corn. The makers report that xylitol inhibits the growth of pathogenic bacteria because bacteria cannot use it to grow and metabolize.
Biotène also promotes the lack of sodium lauryl sulfate in its products, citing recent reports that some people get fewer canker sores when switching to a toothpaste that does not contain sodium lauryl sulfate. Research has also speculated that sodium lauryl sulfate dries out the protective mucous lining in the mouth, making it vulnerable to irritants.
Somewhat in the shadow of pioneering claims are more routine claims such as desensitizing toothpastes. The ADA recognizes two effective ingredients in treating sensitive teeth and gums: strontium chloride and potassium nitrate. These “block the tube-like channels that pass through teeth and connect to nerves,” thereby reducing “the ability of the nerves to transmit pain,” according to the ADA. Crest Sensitivity Original Formula Maximum Strength was recommended by Consumer Reports, based on the product’s ADA Seal.
Earlier this year, Biotène launched Biotène Sensitive toothpaste, which contains potassium nitrate combined with Biotène’s LP3 salivary enzyme system. Biotène also promotes the taste of its product based on the ability of xylitol to cover the strong taste of potassium nitrate.
Low abrasiveness is a little heralded claim that considers to what extent a toothpaste scrapes away at the dentin layer under the enamel and gumline. Abrasives are usually in the form of silica and are useful for removing plaque. All ADA-approved toothpastes contain mild abrasives; heavily abrasive toothpastes are not recommended as they can cause gum recession and damage to tooth enamel.
Source: Belt, Debra. "Toothpaste Tech: What's the Latest News in Toothpaste?"
Copyright 2007 Journal of the California Dental Association. Used with permission.
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