Toms Toothpaste Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Boka is the best-performing toms toothpaste brand in July 2026, moving 100,000 units across 1 ASIN for 29.4% of Top 10 volume. Tom's of Maine follows with 40,000 units (11.8%), ahead of Colgate on 40,000 units (11.8%).

Volume is spread across 9 brands, with the top three holding 52.9% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $9.98 to $11.62, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B00KS6X5OO booked 20K units at $1.96, with ▲ 100.0% MoM change. On the growth side, B01LZQZ36F leads positive momentum with ▲ 200.0% MoM growth on 3K units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.