The number and variety of simple products like toothpaste makes shopping a lot more difficult. You can buy multi-care, tartar control, gel, regular, whitening, stain removal, baking soda and sensitive to name just a few. Not only does it boggle the mind, but it thins your wallet as well.
According to the American Dental Association or ADA, you can make your life easier by making sure that the one you buy has the ADA stamp of approval on it, and that it contains fluoride. Tartar control toothpastes tend to be abrasive and over time may cause the enamel on your teeth to wear down, so they are not always recommended by dentists. Paying extra for whitening power may just be money thrown out the window since their success has not been proven.
If you have young children who balk at brushing their teeth, you might want to pick one that has a flavor they like. Otherwise, save your money by choosing a basic, inexpensive toothpaste that has the ADA stamp and fluoride.