The multibillion-dollar toothpaste market is attracting brands selling premium products that concentrate on flavours and packaging. Musician Lenny Kravitz (right) helped launch Twice toothpaste in 2018. Photo: courtesy of Twice

A US$100 tube of toothpaste? Premium brands look for a squeeze of multibillion-dollar market

  • The global toothpaste market is expected to reach US$36 billion by 2024, and a new crop of more decadent products is carving out a share of it
  • The ultimate, clinical-strength premium tube, from Theodent, contains cocoa beans and a fluoride alternative, and is packaged to look like a chocolate bar
Topic |   Health and wellness

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The multibillion-dollar toothpaste market is attracting brands selling premium products that concentrate on flavours and packaging. Musician Lenny Kravitz (right) helped launch Twice toothpaste in 2018. Photo: courtesy of Twice
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