Brands tap into other niche oral care segments

Other specialty areas of the toothpaste category include travel sizes, such as that recently revealed by Dr. Bronner’s. The new 1-oz. tube is TSA-compliant for carry-on luggage. Dr. Bronner’s peppermint All-One toothpaste is made with 70% organic ingredients, including organic coconut flour, coconut oil as a mild abrasive and aloe juice to soothe gums.

It is a low-foaming formula in a toothpaste tube that’s 100% recyclable, the company said. Priced at $2.49 per tube, the travel size started hitting shelves priced in September.

In other nice offerings, Colgate has rolled out an innovative “in-between” paste. Colgate Total Clean-In-Between toothpaste uses advanced micro-foaming to reach between teeth and reduce 83% more plaque germs than nonantibacterial fluoride toothpaste 12 hours after brushing, according to the company.