Trending now: Sensitivity relief

Sensitivity has generated a big buzz in toothpastes.

GSK Consumer Healthcare is lauded by retailers for its efforts to bring attention to the issue and build sales of its Sensodyne brand. The company said Sensodyne is the No.1, dentist-recommended toothpaste for sensitive teeth. All Sensodyne SKU’s showed healthy growth for the 52 weeks ended July 9, according to IRI.

Colgate also has made inroads in the sensitive area with its Sensitive Prevent and Repair offering, growing sales almost 15%. The company estimated 57% of the population suffers from sensitive teeth.

There’s also Tom’s of Maine’s Rapid Relief Sensitive Natural Toothpaste, which uses arginine and calcium carbonate to block nerve paths and avert pain. Other products in sensitive include Arm & Hammer, which added three sensitive options; Aquafresh; and Crest.

Toothpaste giant Crest isn’t missing out on these market niches. In addition to sensitivity relief, its entries address such issues as whitening and overall oral health. And now, the brand is adding another double-duty paste to its arsenal.

In September, Crest is expanding its 3D White line with the Crest 3D White Whitening Therapy Collection, a range fine-tuned to whiten and nourish teeth to strengthen enamel. There are two variants — one for whitening and nourishing that repairs weakened enamel, and another that aims to whiten and repair, but that also is formulated with potassium nitrate to soothe sensitivity pain. In other words, this line checks off many points on consumers’ oral care shopping lists. According to IRI, Crest 3D White is the leading toothpaste, with sales soaring 31% for the 52 weeks ended July 9, according to IRI.