Most Satisfied Customers | White Glo
In Canstar Blue’s first customer satisfaction ratings for toothpastes, White Glo has taken out top spot. It rated five stars for feel of teeth after using, texture, packaging and overall satisfaction in 2019.
White Glo shines brightest in toothpaste ratings
Teeth can make a big first impression, with plenty of us wanting to put our best foot forward through our pearly whites. While for some it’s simply a chore to do before bed, for others it’s a way to take better care of ourselves. Although there are plenty of aspects to achieving a healthy mouth – including your type of toothbrush, flossing, mouthwash and keeping your gums and tongue all healthy – the type of toothpaste you’re putting on your toothbrush may be the first, and most important, aspect of dental health.
While picking a toothpaste shouldn’t have you grinding your teeth in frustration, Aussies do have plenty of options when it comes to different brands and types, with a wide selection of whitening, sensitive and anti-plaque varieties all readily available on supermarket shelves. To help you decide which brand is best for your circumstances and preferences, Canstar Blue has produced this toothpaste review based on the experiences of more than 2,000 adults.
Survey respondents were asked to rate their toothpaste brand of choice on several key factors, including how it leaves their teeth feeling after brushing, how well it cleans their teeth, the taste, the texture, and whether it represents good value for money.
The seven brands included in our 2019 toothpaste review were rated in the following order for overall customer satisfaction:
- 1st White Glo
- 2nd ALDI Dentitex
- 3rd Colgate
- 4th Oral-B
- 5th Macleans
- 6th Sensodyne
- 7th Coles
In Canstar Blue’s first ratings for toothpaste, there were plenty of five-star scores to smile about. Only Coles struggled with a three-star rating overall, with the majority of brands achieving a respectable four stars. But brushing up best was White Glo, scoring top marks overall and in three other categories.
Read on for details about the brands compared, but first, here are some of the other standout findings from our research:
Best-Rated Toothpaste Brands
Focussed solely on whitening toothpastes, Australian-owned White Glo is available at both supermarkets and pharmacies, with the brand competitively priced between $5 to $7, depending on which product you put in the shopping trolley. With a range that consists of Charcoal Deep Stain Remover, Herbal Whitening, Anti-Plaque, Professional Choice, and even toothpaste specifically directed at smokers and regular coffee drinkers, White Glo looks to have you covered regardless of your lifestyle habits.
- Rated five stars for feel of teeth after use, texture, packaging, as well as overall satisfaction, White Glo was also rated four stars for effectiveness, value for money and taste.
Discount supermarket chain ALDI offers a number of toothpaste products for shoppers who regularly visit its stores. While predominantly offering classic and sensitive varieties, in typical ALDI fashion, its ‘Dentitex’ brand is usually cheaper than most others, generally priced at under $4 per tube.
- Scoring the only five-star result for value for money, ALDI Dentitex also got five stars for packaging, with four stars in all remaining categories, including taste and overall satisfaction.
One of the most recognisable toothpaste brands, Colgate has been cleaning teeth for almost 150 years, with a wide range of products for shoppers to choose from. Choices include Advanced Whitening, Cavity Protection, Max Fresh, Optic White, Sensitive Enamel, Total Advanced, Triple Action and even a children’s range as well, meaning Colgate has the whole family covered. Priced between $4 and $10, select Colgate products come in packages up to 190g, ideal for those looking to get the most bang for their buck.
- With five stars for feel of teeth, and texture, Colgate was rated four stars for overall satisfaction, effectiveness, value for money, taste and packaging.
One of the most common toothpaste names on supermarket shelves, American brand Oral-B is available in a number of varieties, including 3D Luxe Perfection, Gum Care & Whitening and Pro-Health, each priced between $5 and $10 per 100g tube. One of a few brands that additionally offers electric toothbrushes and whitening strips, Oral-B may well be worth checking out if you’re looking to brush up on all aspects of your dental health.
- The only brand to score the top result for effectiveness, Oral-B was also rated five stars for feel of teeth, with four stars in the remaining categories, including value for money and overall customer satisfaction.
A part of British pharmaceutical company GSK, Macleans has been a staple within the toothpaste industry, offering Aussie shoppers plenty of options to choose from. Reasonably-priced at around $5 per 170g tube, Macleans offers Multi Action, Protect, Extreme Clean and Whitening varieties, plus a ‘Little Teeth’ range for young children.
- In addition to five-star ratings for feel of teeth and texture, Macleans got the only five-star result for taste, with four stars for effectiveness, value for money, packaging and overall satisfaction.
Another brand operating under the GSK label, Sensodyne is often the go-to option for those who suffer from sensitive teeth. Sensodyne’s range of toothpastes includes its Rapid Relief, Repair and Protect, True White, Daily Care, Deep Clean, Complete Care and Original options, giving shoppers plenty to choose from. One of the more expensive brands on offer – setting you back over $10 per 100g tube – it may be a small price to pay for those who suffer from sensitive teeth.
- Rated four stars for overall satisfaction, effectiveness, taste and packaging, Sensodyne scored a five-star rating for texture, and feel of teeth, while also scoring three stars for value for money.
One of the cheapest options available, Coles brand toothpaste might not offer the same variety as others, but may be suited for those on a budget, or those who aren’t after anything special. Coles provides three options for shoppers, including Total Care (140g), Total Whitening (140g) and Denture Toothpaste (115g), with each tube of toothpaste available between $1.50 and $3, depending on what you’re after.
- Rounding out the results, Coles was rated three stars across all categories, including effectiveness, value for money, taste and overall satisfaction
What to consider when buying toothpaste
When it comes to selecting a toothpaste, there are a few areas to consider. Our research identified these drivers of customer satisfaction, listed in order or importance:
- Feeling of teeth after using – 25%
- Effectiveness – 23%
- Value for money – 18%
- Texture – 14%
- Taste – 13%
- Packaging – 8%
Below is a bit more about each factor, and why you should keep them in mind the next time you visit the supermarket.
Feeling of teeth
Nobody enjoys having ‘furry’ teeth, meaning that the toothpaste you end up putting on your toothbrush should leave you ready to flash a smile. While you can argue that how your teeth feel after brushing comes down to how long you actually brush them for, having a toothpaste that makes you feel nice and fresh is among the most important considerations for consumers.
Toothpaste has the job of protecting your teeth and mouth from bacteria, build-up, bad breath and conditions like mouth ulcers that can be caused by poor dental hygiene. As a result, you want something that continuously does the job, as well as protecting you in between dentist visits. While 58% of survey respondents always purchase the same brand of toothpaste, if it’s not doing the best job possible, don’t be afraid to sink your teeth into another product.
Value for money
While it may not be a purchase you have to make every time you step into a supermarket, toothpaste can be an expensive purchase over time, particularly if you’re after something specific. As a result, 38% of our survey respondents stated that they purchased whichever brand is on special, meaning shoppers are still after a bargain.
The mouth is one of the most sensitive areas of the human body, with plenty of nerve endings located around your teeth, tongue and cheeks, meaning it picks up on every little detail of your toothpaste. Grainy toothpastes, or those that may ‘foam up’ too much, may impact which brand you scan at the checkout.
If your toothpaste doesn’t taste very nice, brushing for the recommended two minutes can feel like an eternity, meaning going with a brand and product that tastes good will not only make the experience of brushing more bearable, but won’t leave you with a bad taste in your mouth.
While it may not help make your teeth whiter, the packaging of the toothpaste can be important to your overall brushing experience. Easy squeeze tubes, outside packaging with clear ingredients, as well as a cap that works after weeks of daily use will all impact on which brand you end up using. Do you want to get all the toothpaste out of the tube, or are you happy leaving some behind? Some people even cut the tube in half to get it all…