Sales of flouride-free toothpaste are surging, according to Bloomberg.
🦷 "Since the beginning of last year, sales of tubes that eschew fluoride have grown around 16% on average each month through April, compared to an increase of just 2.4% for fluorinated options over that time, according NielsenIQ data," Bloomberg notes.
The big picture: HHS Secretary Robert F. Kennedy Jr. has questioned the safety of flouride in drinking water, while podcaster Joe Rogan has done the same while highlighting natural toothpaste alternatives.
The bottom line: Trend beneficiaries include brands like Boka and Biöm, which both "sell fluoride-free toothpaste formulated with tooth-strengthening alternative nano-hydroxyapatite, a version of the naturally occurring mineral and primary inorganic component in teeth," Bloomberg notes.
