Is toothpaste getting smaller? Toothpaste shrinkflation, brand by brand

100 ml → 75 ml. 5 of the 5 toothpaste cases measured in millilitres are exactly this change, a quarter less paste in one step: Sensodyne toothpaste tube (UK, 2016) 100 ml → 75 ml (United Kingdom, 2016); Sensodyne ProSchmelz Tägliche Zahnpasta 100 ml → 75 ml (Germany, 2020); Aquafresh Complete Care toothpaste 100 ml → 75 ml (United Kingdom, 2023); Colgate Triple Action Toothpaste 100 ml → 75 ml (United Kingdom, 2023); Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (United Kingdom, 2026).

US tubes, in ounces. 10 US toothpaste cases are ounce cuts. The median tube lost 0.45 oz (9.8%); the biggest: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026), −19.5%.

Mouthwash. This page also lists 2 mouthwash cases from the same oral care category: Listerine Fresh Burst mouthwash 600 ml → 500 ml (United Kingdom, 2023); Listerine Mundspülung Total Care Zahnfleisch-Schutz 600 ml → 500 ml (Germany, 2023).

Toothpaste tablets are counted per tablet: Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill) 65 tablets → 63 tablets (Netherlands, 2026).

How these cases are counted

Sources. 9 from mouseprint.org; 3 from which.co.uk; 2 from vzhh.de; 1 from prijsprofeet.nl; 1 from allsupers.co.uk; 1 from wcpo.com; 1 from jrnl.ie. Each case page quotes or links its source; we list a cut only when the source gives both the old and the new size, and we do not estimate.

Units as printed. oz (the US), ml (Germany and the UK) and tablets (the Netherlands). Each percentage compares a pack with its own earlier size, so the medians do not add millilitres to ounces.

Mouthwash is included because it is in the same oral care category: 2 of the 18 cases.

How to check a toothpaste tube

1. Price per 100 ml or per ounce. The box often keeps its size when the tube inside shrinks.
2. Look for 75 ml. Sensodyne toothpaste tube (UK, 2016) 100 ml → 75 ml (United Kingdom, 2016); Sensodyne ProSchmelz Tägliche Zahnpasta 100 ml → 75 ml (Germany, 2020); Aquafresh Complete Care toothpaste 100 ml → 75 ml (United Kingdom, 2023).
3. US tubes: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026); Crest Pro Health 6 oz → 5.1 oz (2016); Tom's of Maine toothpaste 4.7 oz → 4 oz (2024).
4. Look it up: search a brand, or use the barcode lookup.

More: all oral care cases · personal care · shampoo, soap & body wash · UK tracker · US tracker · Germany list · best-known examples.

FAQ

Is toothpaste getting smaller?

Yes. Toothpaste tubes and mouthwash bottles keep shrinking. ShrinkRadar has 18 documented cases of toothpaste, toothpaste tablets and mouthwash sold in smaller packs or with fewer items, in the US, the UK, Germany and the Netherlands, from 2016 to 2026 (3 of them in 2026). The median cut is 14.9%, which is a 17.6% higher price per unit if the pack price stayed the same. The most recent: Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill) 65 tablets → 63 tablets (2026); Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (2026); Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026).

Which toothpaste shrank the most?

Sensodyne toothpaste tube (UK, 2016): 100 ml → 75 ml (−25.0%, 2016, source: jrnl.ie). Others with big cuts: Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml; Aquafresh Complete Care toothpaste 100 ml → 75 ml; Colgate Triple Action Toothpaste 100 ml → 75 ml.

Has Crest shrunk its toothpaste?

Yes. 7 documented cuts, newest first: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026); Crest 3D White toothpaste 3.8 oz → 3.3 oz (2024); Crest Enamel Repair toothpaste 4.1 oz → 3.7 oz (2024); Crest Gum Detoxify 4.1 oz → 3.7 oz (2023); Crest Toothpaste 4.1 oz → 3.8 oz (2021); Crest Pro-Health toothpaste (2017) 5.1 oz → 4.6 oz (2017); Crest Pro Health 6 oz → 5.1 oz (2016).

Has Colgate shrunk its toothpaste?

Yes. 3 documented cuts, newest first: Colgate Total 5.1 oz → 4.8 oz (2023); Colgate Triple Action Toothpaste 100 ml → 75 ml (2023); Colgate 8.2 oz → 8 oz (2016).

Has Aquafresh shrunk its toothpaste?

Yes. 2 documented cuts, newest first: Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (2026); Aquafresh Complete Care toothpaste 100 ml → 75 ml (2023).

Did the price per unit go up?

Where the source recorded the price before and after (4 cases), 4 cost more per unit afterwards.

How many toothpaste tubes went from 100 ml to 75 ml?

5 of the 18 cases: Sensodyne toothpaste tube (UK, 2016) 100 ml → 75 ml (United Kingdom, 2016); Sensodyne ProSchmelz Tägliche Zahnpasta 100 ml → 75 ml (Germany, 2020); Aquafresh Complete Care toothpaste 100 ml → 75 ml (United Kingdom, 2023); Colgate Triple Action Toothpaste 100 ml → 75 ml (United Kingdom, 2023); Aquafresh Fresh & Minty toothpaste (UK, 2026) 100 ml → 75 ml (United Kingdom, 2026).

Are US toothpaste tubes getting smaller?

Yes. 10 documented US ounce cuts, biggest first: Crest 3D White toothpaste tube (2026) 4.1 oz → 3.3 oz (2025–2026); Crest Pro Health 6 oz → 5.1 oz (2016); Tom's of Maine toothpaste 4.7 oz → 4 oz (2024); Crest 3D White toothpaste 3.8 oz → 3.3 oz (2024); Crest Pro-Health toothpaste (2017) 5.1 oz → 4.6 oz (2017); Crest Enamel Repair toothpaste 4.1 oz → 3.7 oz (2024). The median tube lost 0.45 oz.

Is mouthwash getting smaller?

Yes. 2 mouthwash cases: Listerine Fresh Burst mouthwash 600 ml → 500 ml (United Kingdom, 2023); Listerine Mundspülung Total Care Zahnfleisch-Schutz 600 ml → 500 ml (Germany, 2023).

Are toothpaste tablets included?

Yes, counted per tablet: Smyle Whitening Pro tandpastatabletten navul (toothpaste tablets refill) 65 tablets → 63 tablets (Netherlands, 2026).

Where does this data come from?

From prijsprofeet.nl, allsupers.co.uk, wcpo.com, mouseprint.org, which.co.uk, vzhh.de, jrnl.ie. Each case page quotes or links its source, and we list a cut only when the source gives both the old and the new size or count. We do not estimate.