The characteristics of a good toothpaste from the viewpoint of laypeople: A qualitative study in Mashhad, Iran

• Published in: The journal of the Indian Association of Public Health Dentistry Vol. 20; no. 2; pp. 174 - 177
• Main Authors: Keshavarz, Hooman, Jamalzadeh, Navid, Parisay, Iman
• Format: Journal Article
• Language: English
• Published: Wolters Kluwer India Pvt. Ltd 01.04.2022; Medknow Publications and Media Pvt. Ltd; Wolters Kluwer Medknow Publications
• Subjects: Dentifrices; interview; qualitative research; Toiletries industry; Toothbrushing; toothpastes; Iran; toothpastes; qualitative research; Interview
• ISSN: 2319-5932; 2350-0484
• DOI: 10.4103/jiaphd.jiaphd_125_21

Introduction: Mechanical methods are known as the most effective methods of controlling and reducing the volume of dental plaque, and brushing teeth with toothpaste is the most common mechanical method. The objective of this study was to describe the characteristics of a good toothpaste from the viewpoint of the residents of Mashhad, Iran. Methods: In a qualitative study, a purposive sample of the residents of Mashhad (the second most populous city of Iran with almost three million residents) was interviewed. By attending different hypermarkets in the city, people were chosen among those who were going to buy toothpaste and invited to participate in this study. Participants were asked, "What do you think a good toothpaste should be?" All of the interviews were recorded and transcribed verbatim. After the first interview, the transcript was prepared, the thematic content analysis process began, and the interviews and the process continued until no new themes emerged and the data saturation was achieved. Results: In total, 13 people were interviewed during this study. The thematic content analysis process on the transcripts of the interviews finally resulted in seven categories including cosmetic properties, familiarity, therapeutic and preventive properties, economical, ease of use, attractive appearance, and multipurpose. Conclusions: It seems that in addition to the fluoride content of toothpaste, Iranians consider many other factors in choosing their toothpaste. Paying attention to what is important to them in the production of toothpaste can lead to their greater desire to use toothpaste and ultimately promote their oral health.