Whitens, Brightens and Confuses

The Wall Street Journal
February 23, 2011
By Ellen Byron

There has been an explosion of new toothpastes in the last few years.  New kinds that whiten, reduce plaque, curb sensitivity, and fight gingivitis come in all forms, shapes, and sizes.  They are certainly cluttering the toothpaste aisle.  Manufacturers realize this and are beginning to hold off on new product development.  69 new kinds were introduced last year, down from 102 the year before.  Proctor & Gambel, makes of Crest, are realizing that fewer is better, reducing their number of oral-care products in the past two years.  Even during the recession, the price of toothpaste rose.  Many dentists think the difference between brands aren't very meaningful.