Toothpaste comes in quite an assortment to choose from these days. Anticavity (with fluoride), Tartar Control, Peroxide, Whitening, Sensative are all terms associated with an ever growing variety of toothpaste choices. Effective teeth cleaning is more a result of the physical action of the toothbrush than of the paste you use. Everyone likes that fresh clean feel after you brush, so "taste" is a big deciding factor when buying toothpaste. Beyond that its largely personal preference.