Haleon Targets Real-World Edge in Sensitive Toothpaste Market With New Clinical Study

Haleon PLC (GB:HLN) announced an update on their ongoing clinical study.

Haleon PLC is launching a new real‑world evidence study titled “A Real-World Evidence Study Evaluating Oral Health Related Quality of Life With Use of a Calcium Sodium Phosphosilicate Anti-Sensitivity Dentifrice for Dentin Hypersensitivity Management.” The study aims to see how a desensitizing toothpaste affects day-to-day quality of life for people with sensitive teeth, focusing on practical benefits in normal use rather than controlled lab conditions. For investors, this is about strengthening product claims and reinforcing Haleon’s position in the fast-growing oral care category.

The intervention is a commercially available toothpaste containing 5% calcium sodium phosphosilicate (CSPS). It is designed to reduce tooth sensitivity by protecting exposed dentin, and the study will test how well this product works when used at home as directed. This is not a new drug launch but an evidence-building effort for an existing or closely related consumer product.

The study is interventional with a single treatment group: all participants will use the test toothpaste. There is no randomization or comparison group, and no masking (everyone knows what product they are using). The main purpose is practical: to gather real-world performance data and understand how the toothpaste changes users’ comfort and daily oral health experience over a 24-week use period.

The trial status is “not yet recruiting,” indicating that participants are not enrolled yet. The study was first submitted on 10 December 2025, signaling when Haleon formally moved to capture structured clinical data. The latest update was filed on 5 January 2026, confirming that the protocol is current and active. Primary completion and overall completion dates are not yet specified, but investors should assume data readouts will follow some time after the 24-week treatment window once recruitment starts.

From a market perspective, this study supports Haleon’s strategy to back its oral care brands with stronger clinical and real-world evidence, which can justify premium pricing, support marketing claims, and help defend shelf space against competitors such as Colgate-Palmolive and Procter & Gamble. While the study alone is unlikely to move Haleon’s share price in the near term, positive outcomes could gradually enhance brand equity, support category share gains in sensitivity toothpaste, and strengthen the company’s case with regulators, dentists, and retailers. For investors, it signals continued investment in evidence-based differentiation within a defensive, cash-generative consumer health segment.

The study is currently in the setup phase and has been recently updated, with full details and future progress available on the ClinicalTrials portal.

To learn more about GB:HLN’s potential, visit the Haleon PLC drug pipeline page.