Toothpaste manufacturers produce products that contain a variety of benefits, including prevention and treatment of dental caries, periodontal disease, plaque, tartar, and bad breath. However, consumers are using toothpaste without an accurate recognition of its functions. The purpose of this study was to identify the considerations, use, and efficacy of consumers with regard to toothpaste. A questionnaire was designed for this study and consisted of questions to determine consumer toothpaste selection, awareness of benefits, and use. The survey was conducted using Google's online system for adults between 20 and 60 years of age living in Seoul and Gyeonggi. Respondents' use of toothpaste significantly decreased with age (p <0.05). When choosing a toothpaste, the importance of its function increased with age (p <0.05). In addition, the majority of respondents obtained toothpaste information through the guidance provided by the toothpaste manufacturers at all ages. Meanwhile, information from dentists and dental hygienists were sought by the lowest number of respondents. When choosing a toothpaste, consumers need the correct information to properly recognize and use products that benefit their oral condition, and it is necessary to encourage experts to recommend oral care products that can improve oral health.