Global Toothpaste Brands of 2026
Colgate global toothpaste share ~41.3%; OPHC segment ~$15.8bn. China: Yunnan Baiyao ~24% share, toothpaste sales ~CNY 6.1bn.
Main table: global toothpaste brand share
Compiled 2026-08-14. Colgate’s disclosed global toothpaste market share (year to date) from its full-year 2025 results. Electric toothbrushes: global electric toothbrushes; HPC groups: global HPC.
| # | Brand / scope | Global share | Note |
|---|---|---|---|
| 1 | Colgate · toothpaste | 41.3% | CY2025 YTD; company earnings release |
| — | Colgate · manual toothbrushes | 32.4% | Same release; adjacent oral category |
Colgate alone is about 41% of global toothpaste. Fortune Business Insights estimates the 2025 global toothpaste market at about $20.14bn, with Asia Pacific ~36.7%.
Main table: oral-care related revenue
FX used only for USD ranking: about GBP 1 = USD 1.27, CNY 7.2 = USD 1.
| # | Company / scope | Revenue | USD equiv. | YoY / note |
|---|---|---|---|---|
| 1 | Colgate · Oral, Personal and Home Care | $15.769bn | ~15.8 | CY2025; oral / personal / home; group net sales $20.382bn |
| 2 | P&G · Health Care | $12.456bn | ~12.5 | FY2026; +4%; includes Oral Care (Crest / Oral-B) and Personal Health Care |
| 3 | Haleon · Oral Health | £1.728bn (H1) | ~2.2 | H1 2025; FY Oral Health organic +7.9%; Sensodyne etc. |
| 4 | Yunnan Baiyao · toothpaste | CNY 6.104bn | ~0.85 | CY2024; health-products group less Yangyuanqing |
Side table: China toothpaste + market size
| Cut | Figure | Scope |
|---|---|---|
| Yunnan Baiyao · China all-channel share | ~24% | Nielsen 2024 (China Pharmaceutical News); 24.60% reported for 2023 |
| Colgate + Crest + Darlie | ~33% combined | Nielsen 2024; three foreign majors |
| China toothpaste market size | ~CNY 35bn | 2024; ChinaIRN via pharma press |
| Global toothpaste market | $20.14bn (2025) → ~$21.01bn (2026) | Fortune Business Insights |
| P&G Oral Care | Organic sales mid-single-digit decline | FY2026; volume pressure in North America and Greater China |
| Key players (research firms) | Colgate / P&G / Unilever / Haleon etc. | Fortune Business Insights et al. |
How we ranked
Main table one uses Colgate’s disclosed global toothpaste share. Main table two uses latest oral-care related segment / category revenue. Side table uses China Nielsen shares, Yunnan Baiyao toothpaste sales and global market size. Board defaults to S–D.
| Source | When | Used for |
|---|---|---|
| Colgate FY2025 Results | 2026-01 | Toothpaste share 41.3%; OPHC net sales $15,769m; group $20,382m |
| P&G FY2026 Results | 2026 | Health Care $12,456m; Oral Care organic mid-single-digit decline |
| Haleon FY2025 Results / H1 2025 | 2025–2026 | Oral Health FY organic +7.9%; H1 revenue £1,728m |
| Tide News · Yunnan Baiyao toothpaste | 2025-04 | 2024 toothpaste sales ~CNY 6.104bn |
| China Pharmaceutical News · Nielsen | 2025-10 | Yunnan Baiyao ~24%; three foreign majors ~33% |
| Fortune Business Insights · Toothpaste | 2026 | 2025 ~$20.14B; Asia Pacific ~36.72% |
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