10 Leading Toothpaste Brands Across Selected Asian Markets

Toothpaste is a daily essential across Asia, where consumers have access to a wide range of international, regional, and domestic oral-care brands.

The competitive landscape varies considerably from one country to another, with some markets dominated by global companies such as Colgate, while others have strong homegrown or regional favorites. The following figures show the retail value share of the leading toothpaste brand in ten selected Asian countries.

The Philippines has the strongest concentration among the markets listed, with Colgate holding a 50% retail value share. Colgate is also the leading brand in India, where it accounts for 48.3% of toothpaste retail value. These figures illustrate the strong position of Colgate across two of Asia's largest consumer markets.

In Taiwan, Darlie leads the toothpaste category with a 45% retail value share. Darlie has historically maintained a particularly strong presence in East and Southeast Asian markets. Earlier market data also documented substantial Darlie shares in Taiwan, Malaysia, Singapore, and China.

Thailand is another market where Colgate occupies the leading position, with a 34.7% share of retail toothpaste value. Meanwhile, Pepsodent is the leading brand in Indonesia, representing 30% of the market. Pepsodent is owned by Unilever outside the United States and Canada and is marketed extensively across international markets.

In Japan, the domestic brand Lion ranks first, with a 29% retail value share. Lion is one of the major oral-care companies operating in the Asia-Pacific region, alongside multinational companies such as Colgate-Palmolive and Unilever.

Malaysia is led by Darlie, which holds 28%, matching the 28% share of P/S in Vietnam. P/S is the Vietnamese name used for the Pepsodent brand, reflecting the brand's connection to Unilever's wider oral-care portfolio.

In Singapore, Darlie accounts for 21% of retail value, while Yunnan Baiyao leads the Chinese market with 13%. China is Asia's largest toothpaste-consuming market by volume, accounting for roughly 37% of regional consumption, and local brands such as Yunnan Baiyao compete alongside major international players.

Overall, these figures demonstrate the diversity of Asia's toothpaste market. Colgate dominates several major Southeast and South Asian markets, Darlie has particularly strong positions in East and Southeast Asia, while Lion, Pepsodent/P/S, and Yunnan Baiyao demonstrate the continuing importance of established regional brands.

Together, these ten markets highlight how consumer preferences, local competition, and brand history shape Asia's oral-care industry.