02.Results
For one month, 753 CHOICE Home Testers put their normal toothpaste aside and used an allocated whitening toothpaste twice a day instead. Twenty different toothpastes were included in our trial — all claiming to be ‘whitening toothpaste’ — and each product was tested by 32 to 41 trialists.
Results table
|
Performance |
| Brand / product (in rank order) |
Whitening difference noticed1 (%) |
Price per 100 g ($)* |
| WHITE GLO Extra Strength Whitening Toothpaste Professional Choice |
|
2.87 (A) |
| COLGATE Whitening Plus Tartar Control |
|
3.59 |
| NATURAL WHITE Advanced Whitening Brushing Gel with SoftPolish plus PVP |
|
7.02 |
| MACLEANS Advanced Whitening |
|
3.56 |
| NATURAL WHITE Advanced Whitening Toothpaste with SoftPolish plus PVP |
|
7.02 |
| WHITE GLO Extra Strength Whitening Toothpaste Anti-Stain Anti-Plaque |
|
2.66 (A) |
| COLGATE Whitening Plus Tartar Control 2 in 1 Toothpaste & Mouthwash |
|
3.68 |
| PEARL DROPS Extra Whitening |
|
3.95 |
| RAPID WHITE Whitening Toothpaste with SoftPolish |
|
7.80 |
| COLGATE Whitening with Micro-Cleansing Crystals |
|
4.09 |
| REMBRANDT Low Abrasion Whitening Toothpaste |
|
23.47 |
| DENTITEX Advanced Whitening Toothpaste (Aldi) |
|
1.42 |
| MACLEANS Ice Advanced Whitening |
|
4.06 |
| PEARL DROPS Arctic Mint Whitening Gel with Mouthwash |
|
4.29 |
| CEDEL Whitening Plus Tartar Control |
|
2.82 |
| COLGATE Icy Blast Whitening 2 in 1 Toothpaste & Mouthwash |
|
3.99 |
| NATURAL WHITE Advanced Whitening Toothpaste Natural Formula |
|
6.31 |
| COLGATE Total Plus Whitening |
|
3.33 |
| COLES Persona Peppermint Whitening Toothpaste |
|
1.42 |
| COLGATE Fresh Confidence Plus Whitening |
|
3.53 |
|
|
|
Table notes
* Based on what we paid in July 2004.
(A) Toothbrush included with the pack we bought.
1 Whitening difference noticed.
This is the percentage of trialists who noticed a change in the whiteness of their teeth after using the whitening toothpaste for one month. It groups together trialists who responded that their teeth were ‘somewhat whiter’, ‘a lot whiter’ and ‘exceptionally whiter’ after the trial; the majority of trialists who noticed a change in whiteness commented that their teeth were merely ‘somewhat whiter’, and overall 45% of trialists perceived no difference at all in the whiteness of their teeth at the end of the trial.