For years, I believed that Colgate is the top brand in toothpastes, until I started experiencing great sensitivity in my teeth that wouldn't go away. I decided to try Sensodyne. I was amazed! After a few days, the sensitivity disappeared and I feel my teeth stronger and cleaner. There is no going back once you start using it... all the other toothpastes will seem plain. Yes, they are more expensive than other toothpastes and even when they are on sale at supermarkets, the discount is small, but I believe it's worth the money. The only negative thing that might bother some people is its "strong" taste, but you get used to it gradually.