Natural toothpaste for sensitive teeth launched by Tom’s of Maine

The natural oral care company’s new offering claims to use potassium nitrate from naturally occurring ores, rather than synthesizing it from ammonia and nitric acid.

In addition, the company claims the Maximum Strength Sensitive Toothpaste is free from artificial preservatives and harsh chemicals.

The product comes in two flavors, soothing mint and true mint, created from birch trees, mint plants and other natural flavorings.

“Consumers told us they wanted a sensitive toothpaste that was naturally sourced, but still effective and refreshing,”​ said Ellen Saksen, Tom’s of Maine toothpaste category manager.

In addition, Tom’s of Maine, now owned by Colgate-Palmolive, claims that the product has ‘environmentally sensitive packaging and manufacturing’.

Industry leading growth ​

The natural oral care market is tipped for industry leading growth and Tom’s of Maine is currently in first place, commanding over half of the market, according to market research company Organic Monitor.

The market researchers are predicting sector growth of between 20 and 25 percent per year in the next few years.

This growth is largely attributable to increasing distribution in mass market outlets, combined with the ever-increasing consumer interest in natural- and organic-based personal care products.

In fact, the acquisition of Tom’s of Maine by Colgate-Palmolive back in May 2006 has played a role in bringing natural oral care into the mainstream arena, as its products have tapped into existing Colgate distribution channels.