Buy Like A Pro: How to choose the best toothpaste - and why whitening options will leave you disappointed

13 May 2026, 14:40

We're sure you'll have noticed the expensive price tags slapped on tubes of toothpaste recently.

Shoppers have been popping up on our social media feeds, shocked by how expensive the basic hygiene necessity has become.

So we decided to speak to dentists about what you need to look for on your toothpaste box and the price-driving extras you can live without for the latest instalment of Buy Like A Pro.

The main ingredient to look for

There are lots of different varieties of toothpaste - some for whitening or sensitive teeth, some made with charcoal or different flavours.

But none of this matters if they don't have fluoride in them, dentists told us.

Dr Deepak Aulak, co-founder of Toothfairy, said the key ingredient helped strengthen enamel and reduce the risk of decay.

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"If you have frequent fillings, a dry mouth or you snack often, fluoride becomes even more important," he said.

"If someone chooses a non-fluoridated toothpaste, brushing technique and routine matter even more. Twice a day, two minutes and good coverage of the gumline."

The amount of fluoride in the toothpaste can be found on the side of the tube and is measured in parts per million (ppm).

The best fluoride level to look out for is between 1,350 and 1,500ppm for adults, according to Dr Aulak.

Dr James Davies, a specialist orthodontist at Quayside Orthodontic, agreed, saying it was a "non-negotiable" ingredient.

"Fluoride is one of the biggest success stories in public health. It strengthens the enamel and dramatically reduces decay. Opt for fluoride-free if you enjoy the taste of higher dental bills," he said.

Dr Simran Chaggar, clinical director at Evo Dental, pointed out that some toothpastes also contained stannous fluoride, which has added benefits for reducing plaque and supporting gum health.

"People who find some toothpastes irritating may want to avoid strong foaming agents such as sodium lauryl sulfate, which can occasionally trigger mouth irritation or ulcers in some individuals," he said.

What brand should you choose?

The dentists agreed there wasn't a single "perfect" toothpaste for everyone, because different mouths have different needs.

But they said supermarket-owned brands could do the job as long as they contained the right level of fluoride.

Dr Davies said: "You don't need gold flakes or any activated moon dust... simply fluoride at the correct level and a formulation you will actually use twice a day."

He said Colgate Total, Sensodyne Daily Care or Tesco's own brand all worked "perfectly well".

We had a look at how much each of these cost and these were the lowest prices we could find at major supermarkets:

• Colgate Total 125ml - £2.50 with Tesco Clubcard
• Sensodyne Daily Care 75ml - £2.25 at Tesco
• Tesco Essentials Cavity Protect - 45p

Dr Aulak said highly flavoured toothpastes, especially the ones that taste like sweets, should be avoided.

"They can be risky because the pleasant taste may encourage swallowing. Toothpaste is not meant to be a dessert. Its job is to clean your teeth and leave your mouth feeling fresh," he added.

What's the difference between premium and basic brands?

A premium toothpaste can feel nicer to use than a basic alternative, but it doesn't mean it offers more protection.

"You are often paying for the flavour, branding, fancy packaging and the celebrity smile. Certainly not the cavity protection," Dr Davies said.

"A £1 toothpaste used twice a day beats a £10 one used occasionally."

Sensitive teeth? Look for these ingredients

If you have sensitive teeth, potassium nitrate, stannous fluoride and arginine are the ingredients you should pay close attention to.

Dr Davies said these could help to calm the nerves and plug the tubules to block or reduce pain signals.

He said a leading option was Sensodyne, but other supermarket versions carried the same ingredients.

The key to noticing a difference in sensitivity is regular use, according to Dr Aulak.

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"Sensitivity toothpaste is not a one-off fix. It usually takes a couple of weeks of daily brushing to see a proper improvement," he said.

A top tip from Dr Davies to make the most of the benefits is to refrain from rinsing after brushing.

Texture, taste, ingredients for sensitivity, gum health or stain removal could also push up costs, Dr Aulak added.

"Cheaper toothpastes often stick to the basics, which is still enough for many people," he said.

Dr Chaggar said the main difference between a premium and a basic toothpaste was usually additional ingredients designed to target specific problems such as sensitivity, gum health, or tartar control.

What's a good option for children?

For children, fluoride is still important but they need less of it in their toothpaste.

Under-three's should have a "smear of toothpaste" with at least 1,000ppm fluoride, Dr Aulak said.

Children aged three to six should have a "pea-sized amount" of that strength.

Those aged over six should be fine with a standard toothpaste with 1,350 to 1,500 ppm fluoride.

"This matters because children's teeth are still developing and are more vulnerable to decay," he added.

Dr Davies said: "The biggest mistake you can make is buying a fluoride-free strawberry sparkle unicorn paste that protects against absolutely nothing."

Why you're probably disappointed by a whitening toothpaste

Whitening toothpastes have become more popular in recent years, and there are lots of options out there.

If you are going to use one, according to Dr Aulak, your expectation of the results needs to be realistic - they aren't going to produce the same finish as a professional whitening treatment.

"In the UK, they are not as powerful as people hope, partly because of regulations around how much peroxide is allowed in non-prescription products," he said.

"Most whitening toothpastes work by removing surface stains from coffee, tea, smoking and red wine. They do this through gentle scrubbing using mild abrasives such as silica or baking soda. They do not bleach the internal colour of the tooth in the way professional whitening treatments do."

If you want to use one, the dentists agreed you should make sure it contains fluoride and is described as being suitable for daily use.

People with sensitive teeth should avoid any that promise rapid whitening or have a gritty texture.

Dr Chaggar added: "Most are safe to use, but very abrasive formulas can be an issue for people with gum recession or exposed dentine, as these areas are softer than enamel and wear more easily."

Dr Davies said some good options were Sensodyne Whitening and Colgate Max White.

One last piece of advice...

While a good toothpaste is important, it doesn't mean anything without a great brushing technique.

Two minutes, twice a day, every day and not rinsing immediately after brushing is brilliant for keeping mouths clean and healthy, all three dentists agreed.

(c) Sky News 2026: Buy Like A Pro: How to choose the best toothpaste - and why whitening options will leave you disappointed