dog toothpaste
Worth a lookShows searches that convert (19.8% search→purchase), but prices mostly outside the sweet spot ($2.52–$15.24) keeps it on the watch list.
Conversion
Incredible19.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Great£1.2M£1.2M/yr · 716K searches
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Review moat
Bad5,775.28avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£8.25avg listing price — sweet spot $15–$100
Growth
Bad-11.4%90-day search growth — must beat 0% to launch
Price range
Bad£2.52–£15.24cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, dog toothpaste is a £1.2M/yr Amazon United Kingdom market (716K searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 54/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
dog toothpaste market data
- Units sold / yr
- 125K–150K
- avg 6,000–8,000/product
- Revenue / yr
- £1.0M–£1.2M
- units × avg price
- Conversion rate
- 19.8%
- Avg BSR
- #13
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 78%
- Out of stock
- 0.0%
- Avg brand age
- 51 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
102
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
63%
Top 20: 100%
Open market
16%
- Beaphar29%
- Virbac28%
- BUGALUGS10%
- The Doggy Dentists8%
- Vet's Best7%
- VETIQ3%
- Open — no brand owns it (6 brands, 16%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top dog toothpaste search terms
- dog toothpaste437K/yr
- virbac enzymatic toothpaste for dogs48K/yr
- dog toothpaste for tartar removal50K/yr
- enzymatic toothpaste dogs34K/yr
- toothpaste for dogs31K/yr
- dog tooth paste16K/yr
- dog toothpaste enzymatic15K/yr
- beaphar toothpaste for dogs17K/yr
- dogs toothpaste14K/yr
- dog enzymatic toothpaste8K/yr
Top dog toothpaste products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Beaphar - Liver Flavour Toothpaste with Enzymes - Dental Care for Cats & Dogs - Helps Control Plaque and Tartar and Freshen Breath - Supports Normal Gum Function Fluoride & Xylitol-Free - 100g Tube
Beaphar£3.604.3★15,331 rev
Virbac CET Enzymatic Toothpaste for Dogs - Control Bacteria & Reduce Plaque | Poultry Flavour | 70G
Virbac£12.864.5★1,454 rev
Vet Strength Pure Enzymatic Dog & Cat Toothpaste | 100g Beef Flavour | Enzyme Pet Toothpaste for Tartar Removal Bad Breath Teeth Cleaning | Safe for Puppies & Kittens
The Doggy Dentists£8.304.2★1,153 rev
Vets Best Dental Gel Toothpaste for Dogs 100g
Vet's Best£3.794.4★3,005 rev
Virbac CET Enzymatic Toothpaste | Control Oral Bacteria Reduce Plaque & Bad Breath | Dental Care Toothpaste for Cats & Dogs | Poultry Flavour 70g Tube
Virbac£12.484.4★21,486 rev
Newest
by launch date
Beaphar Liver Flavour Toothpaste with Enzymes - Peppermint Oil & Parsley for Extra Fresh Breath - Dental Care for Cats & Dogs - Helps Control Plaque and Tartar Fluoride & Xylitol-Free - 100g Tube
Beaphar£4.3250 rev
Protexin Veterinary PlaqEase Dental Powder for Dogs and Cats Helps Reduce Plaque Tartar and Bad Breath Easy Daily Oral Care Supplement 75g
Protexin Veterinary£11.15346 rev
Vet Strength Pure Enzymatic Dog & Cat Toothpaste | 100g Beef Flavour | Enzyme Pet Toothpaste for Tartar Removal Bad Breath Teeth Cleaning | Safe for Puppies & Kittens
The Doggy Dentists£8.301,153 rev
Bugalugs Dental Enzymatic Dog Toothpaste & Cat Toothpaste for Dog Teeth Cleaning Dog Breath Freshener Dog Plaque Remover & Tartar for Pets use with Our Dog Toothbrush & Cat Toothbrush (Liver 75g)
BUGALUGS£8.36529 rev
Bugalugs Dog Toothpaste Gel - Dog Teeth Cleaning Products for Cats and Dogs Fresh Mint Dog Breath Freshener & Dog Plaque Remover use with Bugalugs Dog Toothbrush & Cat Toothbrush
BUGALUGS£6.26455 rev
Trending
90-day click momentumProtexin Veterinary PlaqEase Dental Powder for Dogs and Cats Helps Reduce Plaque Tartar and Bad Breath Easy Daily Oral Care Supplement 75g
Protexin Veterinary£11.154.1★
Croci Gills - Toothpaste for dogs with mint for cleaning and oral hygiene of dogs prevents bad breath 100g
Croci£2.524.3★
Virbac CET Enzymatic Toothpaste | Control Oral Bacteria Reduce Plaque & Bad Breath | Dental Care Toothpaste for Cats & Dogs | Poultry Flavour 70g Tube
Virbac£12.484.4★
Beaphar Liver Flavour Toothpaste with Enzymes - Peppermint Oil & Parsley for Extra Fresh Breath - Dental Care for Cats & Dogs - Helps Control Plaque and Tartar Fluoride & Xylitol-Free - 100g Tube
Beaphar£4.324.3★
BUGALUGS Plaque Off Remover for Dog 70g Teeth & Bad Breath 100% Natural | Plaque Off Dogs No Need for Dog Toothbrush or Dog Toothpaste | Remove Dog Bad Breath & Plaque Remover for Dogs & Cats (70g)
BUGALUGS£9.534.3★
What buyers say about dog toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“the kit itself feels well made”
“Very tasty all my dogs love it”
“Fresher breath”
“reasonably priced”
“Easy to use”
“Dog loves it”
“Does what it says”
“Clean teeth”
“Clean Teeth”
“My dog loves the flavour”
What buyers complain about
“Smells fishy”
“Didnt work”
“no so good for breath”
“Thought it was a bit pricey”
“Gave dog diarrhea”
“the tube is smaller than others”
“didnt like the flavour”
“he isn't keen on the flavour the finger brush isn't that good so we got a doggy tooth brush much better”
“did not provide a scoop so the instructions are a bit pointless”
“goes dry into food”
Top return reasons
Common questions
- Is dog toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £1.2M/yr across 18 tracked products. 90-day search growth is -11.4%. Flapen's verdict: Worth a look (54/100).
- How competitive is the dog toothpaste niche?
- 12 brands and 102 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in dog toothpaste?
- Top complaints mined from reviews: Smell, Functionality-Overall, Breathability. The return rate is 0.1%.
- When does demand for dog toothpaste peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the dog toothpaste niche?
- Listings span £2.52–£15.24; the average listing price is £8.25 (sweet spot $15–$100). The average incumbent carries 5,775 reviews — the moat a new listing must climb.