Wednesday, August 20th, 2014 - Roy Morgan Research

Nothing beats a sparkling smile: just ask any Hollywood star. Sure, dental treatment doesn’t come cheap in Australia, but keeping your pearly whites looking their brightest and best between appointments needn’t cost the earth, with a wide range of specialist whitening toothpastes to choose from…

The path to pearlier whites

In the year to March 2014, 93% of Australian grocery-buyers bought toothpaste in an average six-month period, with Colgate being the most popular brand by far (purchased by 72% of grocery-buyers during this time).

Colgate also leads the whitening toothpaste category. Of the 28% of grocery buyers who purchased it in an average six months, almost half (13%) opted for Colgate Advanced Whitening.

Australians who bought whitening toothpaste in last 6 months (by age)


Source: Roy Morgan Single Source (Australia), April 2013 – March 2014 (n=13,065).

Perhaps surprisingly, it’s younger Australians who are more likely to buy whitening toothpaste, with 36% of 25–34 year-olds, 32% of 14–24 year-olds and 31% of 35–49 year-olds purchasing it in any given six months. It was less popular among Aussies aged 50 or over.

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“Roy Morgan data shows that Australians’ dental health has improved in recent years. For example, five years ago, 19% of the population reported having tooth decay in the previous 12 months — now it’s 14%. This seems to suggest that we are taking better care of our teeth than we used to.


“Dental health care is big business, with a wide range of products designed for this purpose. Many Australians use toothpastes designed to help with whiteness to maintain their teeth between dentist appointments. Brands like Colgate, Oral B and Macleans cater to this market with specialist variations on their more mainstream toothpastes.


“Contrary to expectation, young people are more likely than older Australians to buy whitening toothpaste. It’s unlikely their teeth are already heavily discoloured, but it’s possible that in our celebrity-fixated culture, they’re seeking a Hollywood-style smile without the expense (or discomfort) of a whitening procedure.


“For example, 38% of people from the Helix Personas segment New School Cool bought whitening toothpaste in the year to March 2014, well above the national average. Typically young, cashed-up, ambitious and socially active, New School Cool take pride in looking good.


“Savvy toothpaste brands with an in-depth understanding of this market stand to grow their customer base substantially if they can target these people with the right marketing.”

Read this release in full on our website.

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


toothpaste, fmcg, supermarkets, macleans, oral b, colgate




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