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COMMERCIAL TOOTHPASTE

PRESENTED BY:ALIYA RAZA

FINAL YEAR BDSGUIDED BY:-

DR. RENUKA NAGARALE H.O.D, PUBLIC HEALTH DENTISTRY

DR. SHRIKANTH MURALIDHARANDR. REKHA SHITOLE

19 • Fresh breath toothpaste

20 • Tooth whitening toothpaste

22 • Advantages

24 • Disadvantages

26 • Prices

30 • Current status in India

39 • Conclusion

41 • References

INDEX3 • History

6 • Definition

7 • Composition

10 • Classification

11 • Fluoridated toothpaste

13 • Plaque and gingivitis toothpaste

15 • Anticalculus toothpaste

17 • Desensitizing toothpaste

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Tooth powder was generally used among the Romans,

who used a variety of substances, such as the bones,

hoofs, and horns of certain animals; crabs; egg-shells,

and the shells of the oyster. They were reduced to a fine

powder after having been previously burnt, and

sometimes mixed with honey. It wasn’t until 1824, when

American dentist named Peabody started adding soap to

his paste that things started to change.

HISTORY

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In 1873, Colgate started to mass produce their soap based

toothpastes in jars. The

first ‘tube’ of toothpaste was invented when Dr Lucius Sheffield

introduced his crème dentifrice in 1886.

It wasn’t long thereafter, that Colgate started selling their

toothpastes in collapsible tubes as well.

Fluorides were introduced to toothpastes in 1960’s.

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Many of the innovations in toothpaste after fluoride

breakthrough involved the addition of ingredients with

special abilities to toothpastes and toothpaste packaging.

In 1980’s the tartar control dentifrice claimed that they

could control tartar (calculus) build up around teeth.

In 1990’s toothpaste for sensitive teeth was introduced.

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Dentifrice is the French word for toothpaste

Dentifrice is a paste, gel or powder used with a toothbrush as an

accessory to clean and to maintain the aesthetics and health of

teeth.

According to A.D.A (American Dental Association)

A dentifrice is a substance used with a toothbrush for the 

purpose of cleaning the accessible surfaces of the teeth.      

DEFINITION

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COMPOSITION OF TOOTHPASTEComponent Amount

(wt%)Materials Purpose

Abrasive 20-55% Calcium carbonate/ Dibasic calcium

phosphate dihydrate /Hydrated alumina/

Hydrated silica/Sodium bicarbonate orMixtures of abrasives

Removal of plaque /stain/ polish tooth

surface

Humectant 20-35% Sorbitol, glycerin maintains moisture

Water 15-25% Deionized water Suspension agent

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COMPOSITION OF TOOTHPASTEComponent Amount

(wt%)Materials Purpose

Detergent 1-2% Sodium lauryl sulfate

Aids debris removal

Binder 3% Carragenan Thickener, prevents liquid-solid separation

Colorants 1-2% Food colorants Appearance

Flavoring agent

1-2% Oils of spearmint,peppermint,Cinnamon

Flavor

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COMPOSITION OF TOOTHPASTEComponent Amount

(wt%)Materials Purpose

Fluoride 0-1% SodiumMonofluorophosphate/ Sodium fluoride/ Stannous fluoride

Prevents dental caries

Tartar control agents

0-1% Tetra sodium pyrophosphate/ Tetra potassium pyrophosphate

Inhibits calcium formation above the gingival margin.

Desensitizing agents

0-5% Potassium nitrate,Strontium chloride, Arginine

Promotes occlusion of dentinal tubules.

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Commercial toothpasteTherapeutic toothpaste

Fluoridated toothpaste

Plaque and gingivitis prevention toothpaste

Anticalculus toothpaste

Desensitizing toothpaste

Fresh breath toothpaste

Cosmetic toothpasteWhitening or bleaching toothpaste

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FLUORIDATED TOOTHPASTE

Marketed as anticaries toothpaste or cavity protection toothpaste.

They contain sodium monofluorophosphate/sodium fluoride/stannous fluoride.

Fluoride helps in preventing tooth decay by: Promoting tooth remineralizationInhibiting oral bacteria’s ability to create acidsBy making the tooth more caries resistant.

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PLAQUE AND GINGIVITIS PREVENTION TOOTHPASTEMarketed as antiplaque and gum protection

toothpaste.They contain sodium lauryl sulphate, triclosan, zinc

and stannous ions.They have antibacterial properties and prevent the

formation of plaque

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ANTICALCULUS TOOTHPASTE

Marketed as anti-tartar toothpaste.

They contain tetrapotassium and tetrasodium

pyrophosphates, sodium hexametaphosphate, and zinc.

Dentifrices containing anti-calculus agents reduce the

formation of calculus but do not reduce the levels of

preexisting calculus.

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DESENSITIZING TOOTHPASTE

Marketed as antisensitivity toothpastes.

They contain Potassium nitrate, potassium citrate and Strontium

chloride.

There are two mechanisms by which desensitizing dentifrices can work.

1. By preventing the transmission of neural signals, thereby

preventing pain

2. By blocking the dentinal tubules.

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FRESH BREATH TOOTHPASTEThey contain peppermint, spearmint or menthol.They contain enhanced flavoring agents along with

antibacterial to fight halitosis.

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TOOTH WHITENING TOOTHPASTE [COSMETIC TOOTHPASTE]These toothpastes have abrasion value that is higher

than in normal toothpaste to mechanically remove food, tobacco, smoking and other extrinsic stains from teeth.

Surface stains can be reduced by adding various chemicals to toothpaste.

Most of the stain molecules are included in pellicle which contains protein therefore, enzymes such as protease and papaine create a whitening effect.

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ADVANTAGES Delivers active ingredients such as fluoride or xylitol

to help prevent tooth and gum disease.Recent advances in toothpaste enable high efficacy of

oral health deliverySpecial toothpaste for kids with fluoride and relatively

low abrasion valueDesensitizing toothpasteWhitening toothpaste

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• Toothpaste with flavoring agents that help to eliminate or mask halitosis. These are available in various flavors hence giving consumers choice.• Easy to use, available in collapsible tubes.• Combination of various contents available sp as to

combat different oral healthcare needs at once.

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DISADVANTAGESExtended consumption of large volumes of

fluoridated toothpaste can result in fluorosis. Fluoridated toothpaste can be either acutely toxic if swallowed in large amounts or chronically toxic if swallowed in any amount consistently.

Triclosan, an active ingredient in many toothpastes can combine with chlorine in tap water to form chloroform which is a human carcinogen. According to some scientists it can leave unborn babies brain damaged.

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Although in several studies whitening toothpaste show the ability to improve tooth color they have side effects. The most significant one is enamel and dentin abrasion which in turn leads to increased tooth sensitivity.

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PRICES OF DIFFERENT TOOTHPASTE AVAILABLE COMMERCIALLY

TOOTHPASTE WEIGHT (in Gms)

PRICE (Rs.)(INR)

COLGATE PALMOLIVE LTD.Colgate cavity protection 200 82

Colgate strong teeth 200 84Colgate kids 80 82

Colgate total pro gum health 140 112Colgate anti tartar whitening 140 100

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TOOTHPASTE

WEIGHT (in Gms)

PRICE (Rs.)(INR)

Colgate maxfresh 140 80Colgate sensitive 80 100

Colgate sensitive pro-relief 80 120Colgate maxwhite 140 90

Colgate visible white 100 87Colgate advanced whitening 140 105

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TOOTHPASTE

WEIGHT (in Gms)

PRICE (Rs.)(INR)

HINDUSTAN UNILEVER LTD.Pepsodent germicheck 200 85Pepsodent G-Gumcare 140 98

Pepsodent for kids 80 80Pepsodent center fresh 150 81

Pepsodent white 140 99Pepsodent sensitive 40 70

Closeup 140 80

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TOOTHPASTE

WEIGHT (in Gms)

PRICE (Rs.)(INR)

GLAXOSMITHKLINESensodyne 70 99

Aqua fresh anti tartar 140 110Aqua fresh whitening 140 100

Aqua fresh fresh & minty 140 80P&G COMPANY

Oral-B prohealth 140 102Oral –B proexpert whitening 140 112

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CURRENT STATUS OF COMMERCIAL TOOTHPASTE IN INDIA

Earlier in India, oral hygiene was the domain of local home made ayurvedic powder or natural herbs. The history of toothpaste in India can be traced back in the 19th century.

Now the awareness regarding oral hygiene in Indian society has increased with different brands of toothpaste.

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Top five brands of commercial toothpaste in India:1. Colgate- Colgate Palmolive Ltd. 2. Closeup- Hindustan unilever Ltd.3. Sensodyne- GlaxoSmithKline4. OralB- P&G company (Procter and Gamble) 5. Pepsodent- Hindustan unilever Ltd.

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Colgate: In 1937, when handcarts were used to distribute

Colgate dental cream, Colgate Palmolive (India) today has become the widest distributor of oral care and hygiene products in India.

In 2015 Colgate had a market share of 57%.

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Hindustan unilever Ltd. : Closeup: Closeup is the original youth brand of

India. Ever since its launch in 1975, closeup was the first gel toothpaste to be launched in India and has led gel toothpaste segment ever since. Closeup became the first gel toothpaste with fluoride in Indian market.

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Pepsodent: Pepsodent launched in 1993 was the first toothpaste with a unique antibacterial agent to address the consumer needs of checking gums even hours after brushing. Pepsodent’s most recent campaign aims at educating consumers on need for gum protection.

The Hindustan unilever Ltd. as of April 2015 holds a market share of 21.5% in tooth industry in India.

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In oral care segment P&G company has launched the Oral-B brand in both toothpaste and toothbrush industry category but has not launched its leading toothpaste brand crest in India.

GlaxoSmithKline also launched its brand sensodyne which has become a leading brand for antisensitivity toothpaste.

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Colgate57%

HUL22%

Dabur14% Others

8%

Market share-Toothpastes April 2015

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Brazil USA Phillippenes China India0

100200300400500600

599 547

374280

147

Per capita toothpaste consumption(in grams/per year)

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Almost one third of the Indian population does not have access to any of the modern oral health care facilities. With the per capita consumption of toothpaste in India at about 147g is the lowest in the world

In India, oral care market offers huge potential

as penetration and per capita consumption of oral care products is very low. However rising per capita income and increasing awareness is driving demands of oral care products.

Consumers have started switching to value added toothpaste like gels, mouthwashes and teeth whitening products. In rural areas consumers are switching from toothpowder to toothpastes.

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CONCLUSION

• The clinical team has a responsibility to keep up-to date

with the ever-increasing development and marketing of

dentifrices

• Dentifrice recommendations should be patient specific.

• Considerations include any complaint or request the

patient may have as well as any potential

contraindications or relative contraindications.

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• If a patient is allergic or sensitive to an ingredient, all

dentifrices containing that ingredient should be

avoided.

• If the patient suffers from erosion, a low RDA

dentifrice should be selected.

• If a patient is experiencing hypersensitivity, a

desensitizing dentifrice containing potassium nitrate or

stannous fluoride can be recommended.

REFERENCES

Essentials of public health dentistry- Soben Peter 5th

edition.Carranza’s clinical periodontology 10th editionwww.acaedemia.eu.in/pallavimadanshetty-dentifrice.

pptwww.blog.sanasecurities.com/colgatevsprocter&ganb

le-marketpositioninganalysis/

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www.colgate.co.inwww.slideshare.net/toothpasteindustryinindiaanalysis

/

www.google.co.in/toothpaste-150209130349-conversion-gate01.pptx

Thank you!