colgate is an umbrella brand principally used to sell oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. manufactured by american consumer-goods conglomerate colgate-palmolive, colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, william colgate.
according to a 2015 report by market research company kantar worldpanel, colgate is the only brand in the world purchased by more than half of households globally.[1] colgate has a global market penetration of 67.7% and a global market share of 45%[2] - despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing colgate-branded products in 2014.[3] its global market penetration is nearly 50% higher than the second-placed brand in the study, coca-cola (43.3% penetration).
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