Did you know that Oprah doesn't use toothpaste. She has said before on her show that she brushes her teeth with baking soda! Although the taste isn't minty fresh it gets the job done for lots less money. It also whitens your teeth! How awesome is that?! I just keep a little tupperware container of it by my sink.
$1.8 Billion dollars is the total annual consumer spending on toothpaste.