70% of Ethiopian households do not purchase toothpaste, new Worldpanel by Numerator data shows

New data from Worldpanel by Numerator suggests that oral hygiene products are not part of the regular shopping habits of many Ethiopian households, with around seven in ten households not purchasing toothpaste in the past year.

The findings point to a significant gap in the adoption of one of the most widely recommended preventive oral health practices: regular toothbrushing with fluoride toothpaste.

Across much of Africa, toothpaste is a staple household product and category penetration typically exceeds 95%. Ethiopia stands apart, with the majority of households not participating in the category at all. The data suggests that the challenge is not simply one of low consumption, but of limited adoption. Many households continue to rely on traditional oral care methods such as chewing sticks and miswak, while factors including affordability pressures, limited product availability in some areas and lower awareness of preventive oral healthcare may also contribute to low toothpaste usage.