CL · 10-Q · 2026Q3 · Full report

Competition and Market Share

COLGATE PALMOLIVE CO · 2026-10-30 · Importance 25 · Surprise 32

Colgate-Palmolive reported a 41.4% year-to-date share of the global toothpaste market, up 0.3 share points from the year-ago period, and a 33.1% share of the global manual toothbrush market, up 0.8 points. Toothpaste share rose in Latin America and EMEA but declined in North America and Asia Pacific. Manual toothbrush share increased in all four regions: North America, Latin America, EMEA and Asia Pacific.

Key facts

• Colgate-Palmolive's global toothpaste market share was 41.4% year to date, up 0.3 share points year over year; manual toothbrush share was 33.1%, up 0.8 share points. source
• Year-to-date toothpaste market share increased in Latin America and EMEA and declined in North America and Asia Pacific versus 2025; manual toothbrush share increased in all four regions. source
• Colgate-Palmolive faces worldwide competition from local competitors, including private label, and from companies with greater resources; eCommerce, social commerce and AI have encouraged new competitors, including direct-to-consumer sellers. source