We brush our teeth at least twice a day, yet how much attention do we really pay to choosing toothpaste? We often rely on advertising, offers, writing on packaging or, out of laziness, we continue to buy what we have always used. But how to choose the best one?
To orient ourselves in this sea of colored tubes, the new test by Altroconsumo comes in handy, which tested 15 of the most popular toothpastes in Italian large-scale retail trade. The products have been analyzed in the laboratory, evaluated by over 700 consumers and also examined for their environmental impact.
The most eloquent data from the test is this: no toothpaste was considered to be of excellent quality, and only 4 out of 15 achieved good quality. The majority, eight products, stop at medium quality, while three end up in the low range. A situation that should give pause for thought, especially considering the often high prices of certain brands.
Some products were penalized by the presence of controversial ingredients: titanium dioxide (a white dye not considered safe for a product that comes into contact with mucous membranes) and some potential endocrine disruptors, substances suspected of altering the hormonal system.
The worst toothpastes
The most sensational negative surprises of the test concern products with a strong commercial appeal, often sold at prices that are anything but low. At the bottom of the ranking we find three toothpastes with low quality:
Pasta del Capitano Placca e Carie ranks last overall with just 27 points, a clear failure for a historic brand that many still buy out of habit or nostalgia.
Oral B Pro-Expert Active Microgranules scores 44 points, compared to a price of 4.13 euros per pack. Spending more, even in this case, does not guarantee a better product.
Marvis Classic Strong Mint, the toothpaste with retro packaging that has become almost a cult object, stops at 45 points with low quality at 4.20 euros. An accurate image says nothing about the real effectiveness of the product.
Even Sensodyne Complex Daily Care, often recommended for sensitive teeth, does not particularly shine: it stops at 55 points with average quality, despite costing 4.37 euros per pack.
The best toothpaste (and the most deserving)
At the top of the ranking is Mentadent Professional Protect + Carie with 65 points, elected best in the test, available at 3.43 euros.
Immediately behind we find Aquafresh Triple Protection Fresh Mint at 64 points, which earns the title of best purchase thanks to the low price of just 1.55 euros per pack – less than a third compared to some competitors who however obtain much lower scores.
The group of four promoted with good quality is completed by Colgate Total Original (62 points, €3.10) and Elmex Cavity Protection (61 points, €5.13).
How the test was conducted
The researchers analyzed each product considering 5 main aspects. The available fluoride accounts for 15% of the final judgment: it is the substance that protects the enamel from wear and its effective concentration must fall between 1,000 and 1,500 ppm.
Abrasiveness, on the other hand, is the most important parameter of the entire test, with a weight of 30%: too aggressive toothpaste risks damaging the teeth with prolonged use. The ability to remove stains from coffee and wine accounts for 20%, while the environmental impact — ingredients and packaging — accounts for 10%. Labeling (10%) and consumer testing (15%) come next.
The complete ranking
- Mentadent Professional Protect + Caries — 65 points — good quality — better than the test — €3.43
- Aquafresh Triple Protection Fresh Mint — 64 points — good quality — best buy — €1.55
- Colgate Total Original — 62 points — good quality — €3.10
- Elmex Caries Protection — 61 points — good quality — €5.13
- Iodosan Global Protection — 59 points — average quality — €2.65
- Coop Day Tech Complete Protection — 59 points — average quality — €1.42
- Mentadent P Complete Prevention — 59 points — average quality — €2.16
- Meridol Gum Protection — 58 points — average quality — €5.12
- AZ Multiprotection Caries Gel – 56 points – medium quality – €1.69
- Emoform Healthy Gums — 56 points — average quality — €4.87
- Sensodyne Complex Daily Care — 55 points — average quality — €4.37
- Parodontax Gums + — 50 points — average quality — €4.91
- Marvis Classic Strong Mint — 45 points — low quality — €4.20
- Oral B Pro-Expert Active Microgranules — 44 points — low quality — €4.13
- Captain’s Pasta Plaque and Caries — 27 points — low quality — €1.65
This test also confirms an uncomfortable truth: spending more does not guarantee a better product, and attractive packaging or a historic brand say nothing about the real quality of the individual references.
There is also a paradox that is worth underlining: some of the worst products in the test are precisely those that we most often find recommended in pharmacies or associated with campaigns with dentists in white coats. The boundary between scientific communication and marketing is increasingly thin, and the claims on the packaging – “professional protection”, “advanced formula”, “clinically tested” – have no direct link with real results in the laboratory. In an industry where we blindly trust the brand because the product concerns our health, this trust is often exploited. The Altroconsumo test does not say that brushing your teeth is useless – far from it – but it reminds us that the right tube is not chosen with your eyes, you choose with data.
