Colgate is an umbrella brand primarily used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by US consumer conglomerate Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of founder William Colgate.
According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only brand in the world bought by more than half of households worldwide. Colgate has a global market penetration of 67.7% and a global market share of 45%. Despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new homes buying Colgate products in 2014. Its global market penetration is almost 50% higher than the second brand of the study, Coca Collar (43.3% penetration).
History
Colgate was the first toothpaste in a folding tube, introduced in 1896 in New York City. It had been sold in glass jars since 1873. It has been in Singapore since the 1920s. It is in Nepal and India with manufacturing units based in India and exported to Nepal. While in the Philippines, it is introduced in the 1940's.
In 1992, Colgate established its first factory in India to produce toothpaste for the domestic market, and in 1999 became the best-selling brand in the world. [Place the products are marketed in China with transcription 高露洁 (Pinyin: Gāolùjié) Meaning "high-quality cleaning gel". As of 2002, Colgate occupied 20% of the market share of toothpaste in China. As of 2015, it also commanded approximately 70% of the oral care market in Brazil.
In 2007, the Advertising Standards Authority in the United Kingdom told Colgate that it could no longer make the claim that 4 out of 5 dentists recommended Colgate. Research had shown that the telephone survey had surveyed dentists to list toothpastes they recommended, and their competitors were recommended at similar rates. The lawsuit was considered misleading.
As of 2015, oral care products (mainly produced under the Colgate brand) were Colgate-Palmolive's largest source of income, representing about $ 7.5 billion, or 47% of net sales to Colgate-Palmolive. (Including personal care products, 20%, home care products such as laundry detergents, 19%, and pet nutrition products that make up the remaining 14%).
It is (as of 2017) the dominant oral care brand in India, with a market share of 55% nationwide. However, local fast-growing competitor Patanjali Ayurved, whose products based on Indian herbal remedies and traditional medicine reportedly caused a 1.5% blow to Colgate's market share (and forced him to throw a paste Dental ayurvedic herbal competing on her own).