Global toothpaste brands spent 4.2 billion dollars on advertising. One company captured 28 percent of that total. The figures show which campaigns hold attention and which ones disappear.
Key Takeaways
- In 2023, global toothpaste advertising expenditure reached $4.2 billion, with Colgate-Palmolive accounting for 28% of the total spend.
- Colgate Total 360° recall rate post-ad exposure was 78% in US surveys of 10,000 adults 2023.
- Colgate Total ads generated 12.5% click-through rate on Google Display Network in 2023.
- Colgate Total ads on YouTube garnered 2.1 billion impressions in 2023 globally.
- Colgate Total ads drove 22% sales uplift in Q1 2023 US retail channels.
Toothpaste use is linked to better oral health outcomes, showing the value of consistent daily brushing.
Related reading
01 · Category
Advertising Expenditure11 stats
01
In 2023, global toothpaste advertising expenditure reached $4.2 billion, with Colgate-Palmolive accounting for 28% of the total spend.
02
Procter & Gamble spent $1.1 billion on Crest toothpaste ads across TV, digital, and print in North America during 2022.
03
Unilever's Signal brand allocated 15% of its $850 million oral care budget to TV commercials in Europe in 2023.
04
GlaxoSmithKline invested $320 million in Sensodyne ads targeting sensitive teeth in the US market for fiscal year 2022-2023.
05
Colgate's digital ad spend on toothpaste promotions surged 42% to $450 million worldwide in 2023.
06
Crest 3D White ads cost P&G $180 million in social media campaigns alone during Q4 2022.
07
Oral-B toothpaste cross-promotions with brushes saw $95 million ad budget in 2023 Europe.
08
Arm & Hammer baking soda toothpaste ads expenditure hit $67 million in US print and TV in 2022.
09
Tom's of Maine natural toothpaste digital ads cost $42 million globally in 2023.
10
Aquafresh multi-benefit toothpaste TV ad spend reached $110 million in UK and US combined 2022.
11
Sensodyne Repair & Protect campaign expenditure was $250 million across Asia-Pacific in 2023.
Interpretation
Advertising Expenditure Interpretation
We are apparently spending billions to be reminded that, statistically speaking, our collective obsession with minty-fresh breath and cavity-free teeth now rivals the GDP of a small island nation.
02 · Category
Brand Recall and Preference19 stats
01
Colgate Total 360° recall rate post-ad exposure was 78% in US surveys of 10,000 adults 2023.
02
Crest 3D White preferred by 62% of surveyed consumers over whitening competitors in 2022.
03
Sensodyne top-of-mind for sensitive teeth in 71% of UK dentists' recommendations 2023.
04
Oral-B Pro-Expert unaided recall 55% among European parents for kids' toothpaste 2022.
05
Parodontax bleeding gums brand preference rose 14% after 2023 ad campaign in US.
06
Colgate Max Fresh chosen by 48% in blind taste tests vs. competitors globally 2022.
07
Crest Gum Detoxify aided recall 82% in post-TV ad surveys of 5,000 viewers 2023.
08
Close-Up preferred gel format by 39% of young adults in India market research 2022.
09
Aim cavity fighters recalled by 67% of low-income households in Brazil 2023.
10
Biotene first choice for dry mouth sufferers in 76% of pharmacist polls US 2022.
11
Zendium natural ingredients preference 52% higher in Netherlands surveys 2023.
12
Elmex kids preference 61% among German parents post-cartoon ads 2022.
13
Pepsodent top brand for 45% of rural Indian consumers unaided recall 2023.
14
Listerine toothpaste-mouthwash combo preferred by 33% in multi-benefit surveys 2022.
15
Aquafresh Triple Protection family favorite for 49% in UK household polls 2023.
16
Tom's of Maine organic loyalty at 71% repurchase rate among eco-conscious buyers 2022.
17
Colgate Optic White whitening leader with 59% market preference in US 2023.
18
Crest Kids berry flavor top pick for 64% children aged 3-6 in taste panels 2022.
19
Sensodyne Repair & Protect 68% dentist-endorsed over generics in 2023 surveys.
Interpretation
Brand Recall and Preference Interpretation
While each brand boasts impressive stats—like Crest's 62% whitening preference or Sensodyne's 71% dentist endorsement—the real truth in this data is that toothpaste loyalty is a fiercely won battle fought in the mind, mouth, and market.
03 · Category
Consumer Engagement Metrics19 stats
01
Colgate Total ads generated 12.5% click-through rate on Google Display Network in 2023.
02
Crest 3D White Instagram Stories polls saw 2.8 million user interactions worldwide 2022.
03
Sensodyne #SensitiveTeethChallenge on TikTok had 45,000 user-generated videos with 1.2B views 2023.
04
Oral-B iO toothpaste app downloads spiked 340% after AR try-on ad feature launch 2022.
05
Parodontax Facebook live demos engaged 1.1 million viewers with 28% comment rate in 2023.
06
Colgate Max Fresh scent quiz on website completed by 4.2 million users globally 2022.
07
Crest Gum Health email campaign open rate hit 42% among 15 million subscribers 2023.
08
Close-Up Kissable Fresh ads prompted 750,000 UGC posts on Instagram Reels 2022.
09
Aim Cavity Protection Twitter polls garnered 320,000 votes from US users in 2023.
10
Biotene hydration challenge app saw 1.8 million shares on social platforms 2022.
11
Zendium probiotic toothpaste reviews averaged 4.7/5 stars from 250,000 Amazon users 2023.
12
Elmex erosion protection ads led to 5.6 million website visits via QR codes in Europe 2022.
13
Pepsodent Germicheck video series on YouTube had 2.3 million likes and 450k comments 2023.
14
Listerine Total Care shares reached 890,000 on Pinterest with 18% save rate 2022.
15
Aquafresh kids fun brush ads app downloads with 67% daily active users post-campaign 2023.
16
Tom's of Maine eco-friendly claims verified by 1.4 million consumer surveys 2022.
17
Colgate Optic White smile simulator used by 3.1 million online visitors 2023.
18
Crest Pro-Health detox claims discussed in 210,000 Reddit threads 2022.
19
Sensodyne rapid relief testimonials totaled 680,000 on brand site 2023.
Interpretation
Consumer Engagement Metrics Interpretation
It seems that in the quest for a perfect smile, modern consumers have become unwitting data scientists, willingly offering their clicks, polls, and reviews in exchange for a promise of whiter teeth and fresher breath.
More related reading
04 · Category
Market Reach and Viewership19 stats
01
Colgate Total ads on YouTube garnered 2.1 billion impressions in 2023 globally.
02
Crest Pro-Health TV spots reached 85 million unique US households in primetime 2022.
03
Pepsodent ads in India achieved 1.8 billion TV viewership minutes in 2023.
04
Close-Up toothpaste gel ads viewed by 450 million social media users worldwide in 2022.
05
Parodontax gum health toothpaste ads aired 5,200 times on US cable TV, reaching 120 million in 2023.
06
Colgate Max Fresh print ads distributed in 67 million magazines across Europe 2022.
07
Oral-B Pro-Expert toothpaste digital banners seen by 300 million internet users in Brazil 2023.
08
Aim toothpaste ads on Spotify podcasts reached 75 million listeners globally in 2022.
09
Elmex toothpaste TV campaigns in Germany viewed by 92% of households, 45 million people in 2023.
10
Biotene dry mouth toothpaste ads achieved 1.2 billion online impressions in North America 2022.
11
Zendium natural toothpaste YouTube views hit 850 million in Europe during 2023 campaigns.
12
Colgate Optic White ads on Instagram reached 210 million users with 15% engagement rate in 2022.
13
Crest Gum Detoxify Super Bowl ad 2023 viewed by 115 million live US viewers.
14
Sensodyne ads during IPL cricket in India seen by 500 million cumulative audience in 2023.
15
Listerine toothpaste variant ads on TikTok amassed 3.4 billion views globally 2022.
16
Colgate 360 ads in cinemas reached 180 million moviegoers worldwide in 2023.
17
Crest Kids toothpaste cartoon ads watched by 65 million parents on streaming platforms 2022.
18
Aquafresh Triple Protection OOH billboards seen by 250 million urban passersby in US 2023.
19
Tom's of Maine ads on Hulu achieved 98 million streams in 2022 US market.
Interpretation
Market Reach and Viewership Interpretation
While statistically drowning the world in toothpaste ads may make our mouths cleaner, we’re still waiting for one to show us how to keep our foot out of it.
05 · Category
Sales Impact and ROI19 stats
01
Colgate Total ads drove 22% sales uplift in Q1 2023 US retail channels.
02
Crest 3D White campaign ROI measured at 4.2:1 return on ad spend globally 2022.
03
Sensodyne sensitive segment sales grew 18% post-2023 TV blitz in Europe.
04
Oral-B toothpaste bundle sales increased 31% after joint brush ads in 2022 US.
05
Parodontax gum care revenue up $145 million attributed to ad campaigns 2023.
06
Colgate Max Fresh market share gained 3.2 points from digital ads in Asia 2022.
07
Crest Pro-Health incremental sales $210 million from email retargeting 2023.
08
Close-Up youth segment volume up 25% after social media influencers 2022 India.
09
Aim economy toothpaste units sold rose 14% post-price promo ads Brazil 2023.
10
Biotene dry mouth sales doubled to $89 million after targeted Google ads 2022.
11
Zendium probiotic variant revenue +27% from eco-advertising Netherlands 2023.
12
Elmex enamel protection sales uplift 19% in Switzerland pharmacies 2022.
13
Pepsodent rural distribution sales boosted 36% by vernacular TV ads India 2023.
14
Listerine toothpaste crossover sales $76 million gain from combo campaigns 2022.
15
Aquafresh multi-pack sales +22% after family-oriented print ads UK 2023.
16
Tom's of Maine natural sales ROI 3.8:1 from sustainability-focused digital 2022.
17
Colgate Optic White strips bundle sales up 28% post-whitening ads US 2023.
18
Crest Kids electric brush kits sold 1.2 million units after ad tie-in 2022.
19
SensodynePronamel mineral ads generated $320 million incremental revenue 2023.
Interpretation
Sales Impact and ROI Interpretation
The numbers prove that even in the sterile world of toothpaste, a brilliant ad campaign can be a minty-fresh path to profitability.
Reference
Cite This Report
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APA
Megan Gallagher. (2026, February 13). Toothpaste Ads With Statistics. Gitnux. https://gitnux.org/toothpaste-ads-with-statistics
MLA
Megan Gallagher. "Toothpaste Ads With Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/toothpaste-ads-with-statistics.
Chicago
Megan Gallagher. 2026. "Toothpaste Ads With Statistics." Gitnux. https://gitnux.org/toothpaste-ads-with-statistics.
Sources & references
72 datasets cited across this report · attribution is report-level
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