GfK Hungária’s ConsumerScan survey reveals that not everyone uses toothpaste: every year eight out of ten households (78 percent) buy the product. In 2011 the toothpaste market remained stable and the average buying household bought toothpaste 5.9 times, exactly 1.4 tubes every occasion. This means that each buying household uses 8 tubes of toothpaste every year. A significant proportion of buying households still only purchase the most simple ‘normal/anticavity’ products.