As one of the first manufacturers in the world to produce flexible toothpaste, Colgate, Procter & Gamble, and Unilever stand on top of each other. In the toothpaste market, Colgate has almost always occupied the throne of the world's first toothpaste brand, with more than 3 billion toothpaste sales, a global market share of 40%, and a market share of 31.8% in the United States.
 
Colgate is one of the first foreign-funded companies to enter the Chinese market, and in just a few years, it has achieved a leap from 6% to 20% in market share, winning the sales champion in China's toothpaste market, and is now being crowned by its brother brand Black. Today, Colgate, Crest, China and Black are still the four major brands in China's toothpaste market, accounting for more than 65% of the market share. At present, Colgate toothpaste in the Chinese market is mainly produced in Guangzhou, China and Thailand, and the same toothpaste produced by different factories follows the unified standards of the company, so consumers do not need to worry about the origin.
 
In addition to the anti-cavity series, Colgate has also successively launched a rich series of lines such as 360°, light-sensitive Jinbai, Bingshuang, Jinbai, herbal, natural, tooth enamel and so on, with a price of about 20 yuan, and the basic model can be won at 10 yuan, which has a very close to the people's mass consumer price. Among the major open-shelf toothpaste brands, Colgate's main differentiated function positioning is to prevent decay, and the whole line of products contain fluoride (sodium fluoride, sodium monofluorophosphate) ingredients to prevent tooth decay, which is in line with the modern oral care concept that toothpaste must contain fluoride. And Colgate toothpaste has a moderate foam and a wide range of flavors.
 
Of course, as a representative of open-shelf products, most of Colgate's toothpaste uses low-cost conventional raw materials, such as calcium carbonate friction agent with sharp particles and corners, although the friction value meets the standard, it has a rough particle taste when used, and the experience is not good. In addition, in most toothpastes, there are many types and contents of risk ingredients such as SLS foaming agents, various flavors, and preservatives, so it is not recommended for people with mouth ulcers and other conditions to use it for a long time. In addition, Colgate's all-in-one toothpaste has been exposed to the "triclosan incident" in foreign markets, and this toothpaste is not currently sold in the Chinese market.
 
Colgate's advantage is to keep up with the market and cater to the rising trend of upright toothpaste, and also introduce compression upright toothpaste imported from Europe in China, covering whitening, anti-cavity, anti-allergy, fresh breath and other main functions, with a unit price of about 30-40 yuan, making up for Colgate's mid-to-high-priced market in the mass open shelf brand. However, although the upright toothpaste has the advantages of more convenient extrusion and more hygienic environment in the tube, it is also easy to stick the paste to the extrusion mouth.