Products that resemble modern toothpaste first appeared in the mid-nineteenth century. Prior to their introduction, people used a variety of methods and materials to clean their teeth – if they cleaned them at all. Many practices were unpleasant (e.g., ground fish bones – Chinese; sand and pumice – Middle Age Arabs). Some were toxic (e.g., green lead, verdigris, incense – Ancient Egyptians; acid – Europeans). Others were quite ordinary (e.g., table salt).
Most crude methods of cleaning teeth came to end when Dr. Washington Wentworth Sheffield, a dental surgeon and chemist from Connecticut, invented, manufactured and marketed the first toothpaste in 1850. Sheffield’s company also claimed to be the first to put toothpaste in tubes – it was originally packaged in jars – after Dr. Sheffield’s son traveled to Paris. On the trip, he noticed collapsible metal paint tubes and concluded the tubes could also be used for toothpaste.
Toothpaste refers to a smooth, gel-like dental care product that is applied with a toothbrush as a cleansing agent to promote oral hygiene. It includes binders, sudsers, humectants, fluorides, preservatives, whiteners, abrasives, methylcellulose, sodium alginate, and other non-aqueous particles as standard ingredients.
These components are weighed to ensure correct proportions, purified, pre-mixed, blended with powdered components, and filled in tubes through high-speed filling machines. Toothpaste helps prevent bleeding gums, strengthen the enamel that has been attacked by acids, reduce dental plaque, improve gingival health, offer fresh breath, and clean teeth by removing stains.
Based on these properties, toothpaste is utilized by consumers to clean and maintain the overall appearance and health of teeth. Currently, it is mainly available in whitening, sensitivity, anti-cavity, herbal, and medicated types.
Standard Toothpaste: Standard toothpaste aid in the removal of plaque as well as the prevention of cavities by cleaning out teeth and removing bacteria that cause decay. The majority of people use one form or another of toothpaste on a daily basis.
They usually include between 0.243 percent and 0.5 percent fluoride. They are available in a number of tastes, such as cinnamon, mint, etc., although there are many different types to choose from.
Whitening Toothpaste: Whitening toothpaste is formulated to remove surface stains on teeth. They contain low concentrations of bleaching agents such as hydrogen peroxide or carbamide peroxide, which act upon the enamel to lighten the tooth’s color.
Whitening toothpaste is also known as bleaching toothpaste. Toothpaste is a topical oral hygiene product used for cleaning and polishing the teeth.
Children’S Toothpaste: Children’s toothpaste refers to the type of toothpaste that is specifically designed for children and is available in various fun flavors. Children’s toothpaste contains low levels of fluoride, which helps in the prevention of cavities.
The market for children’s toothpaste is expected to grow at a rapid pace owing to the increasing awareness among parents regarding the importance of dental hygiene in children.
Tooth Decay Prevention Toothpaste: Tooth decay prevention toothpaste helps in the prevention of cavities. They are also known as fluoride toothpaste. These products usually have sodium monofluorophosphate (MFP) or stannous fluoride which help in strengthening the enamel and also reduce the sensitivity of the teeth.
Increasing concern over oral health is one of the major factors that is driving the growth of this market.
Toothpaste Market size was valued at USD 18.06 Billion in 2022 and is projected to reach USD 23.06 Billion by 2030, growing at a compound annual growth rate (CAGR) of two point five percent (2.5%) from 2023 to 2030.
The increasing prevalence of oral complications, including halitosis, gingivitis, and plaque formation, and the growing demand for dental care products to safeguard teeth from bacteria and germs are factors primarily driving the market growth.
Additionally, the rising dental hygiene concerns and awareness amongst consumers regarding the detrimental effects of using chemically formulated toothpaste have prompted manufacturers to introduce herbal toothpaste, which is acting as another growth-inducing factor. Such dental care products include various plant extracts, including mulethi, mint, camphor, eucalyptus, ginger, and aloe vera as key ingredients.
In 2018, the Nigeria Oral Care market was valued at 31817 NGN Mn, registering a a compound annual growth rate (CAGR) of nine point fifty-three percent (9.53%). The Toothpaste category accounted for the largest market share, while registering an average compound annual growth rate (CAGR) of nine point fifty-three percent (9.53%) since 2010.
Fortunately, the days of toothpaste made of ground fish bones and acid are long gone. The ingredients used in today’s toothpastes perform and taste far better than their ancient counterparts.
Most modern toothpastes contain the following ingredients:
- Water
- Abrasives (e.g., softened silica, chalk, baking soda)
- Sudsers (e.g., sodium lauryl sulfate, sodium lauryl sulfoacetate, dioctyl sodium sulfosuccinate)
- Humectants (e.g., sorbitol, glycerin, propylene glycol)
- retain paste form
- contribute to mouth feel
- add sweetness
- Flavors (typically mint)
- Sweeteners (typically Saccharin)
- Fluorides
- Whiteners
- Preservatives (typically p-hydrozybenzoate)
- Binders (e.g., karaya gum, bentonite, sodium alginate, carrageenan)
- provide thickening
- prevent separation of solid and liquid ingredients
- control foam production, rate of flavor release and product dispersal, appearance on the toothbrush, and toothbrush rinsability.
The process for making toothpaste is relatively straight forward. Toothpaste ingredients are weighed to ensure the correct proportions. Ingredients are then mixed together in a stainless-steel vessel (water and the humectant is usually done first). The process temperature and humidity are watched closely to ensure proper mixing. A typical batch is equivalent to 10,000 four-ounce (118 ml) tubes.
Major toothpaste manufacturers use ProQuip tank agitators in their production process. A typical agitator configuration for production of standard toothpaste is a center-mounted, top-entry agitator with impellers designed for high viscosity processes. ProQuip agitators are also used to manufacture specialty toothpaste formulas including those with suspended sparkling particles.
After the ingredients are mixed together, the finished toothpaste is sent to a high-speed filling machine where a pump fills each tube through its open bottom. After the tube is filled, the end is sealed (or crimped) closed.
Filled and crimped tubes are inserted into individual retail boxes. The boxes are then packed into master cartons and shipped to warehouses, distribution centers and stores.
With a teeming population of over two hundred million (200,000,000) people and with a growing middle-class families, Nigeria has a large, growing and sustainable market for toothpaste.
