COLGATE-PALMOLIVE | STRATEGIC SALES PLAN
STRATEGIC GROWTH & COMMERCIAL TRANSFORMATION • 3
3. Global Brand Portfolio Strategy
The portfolio spans everyday consumer needs and specialist science-led propositions. Commercial priorities are to protect
leadership brands, deepen category penetration, clarify portfolio roles and deploy local-market knowledge while
maintaining coherent global brand platforms.
Business category
Portfolio brands
Commercial role
Oral Care
Colgate; elmex; Tom’s of Maine
Leadership, specialized needs, science-led
benefits and broad penetration
Personal Care
Palmolive; Softsoap; EltaMD
Personal cleansing, skin and body care,
including premium propositions
Pet Nutrition
Hill’s Science Diet; Hill’s Prescription Diet
Premium nutrition, science-based choice and
professional recommendation
• Use global scale to support distribution, brand consistency and transfer of proven commercial practices.
• Develop premium and science-led brands where differentiated benefits address identifiable needs.
• Expand geographically through market-relevant assortments, local consumer insight and channel fit.
• Optimize the portfolio by clarifying roles, managing overlap and supporting category growth.
• Build consumer relevance through accessible core offers alongside differentiated higher-value choices.
4. Oral Care Growth Strategy
Oral care is a core platform for brand leadership and science-led consumer engagement. The commercial approach pairs
toothpaste leadership with premium oral-care solutions, toothbrush growth and specialized benefits such as whitening and
targeted oral-health needs.
Consumer Oral-Care Need
→
Product Discovery
→
Science-Based Solution
→
Purchase
→
Usage
→
Repeat Purchase
Leadership indicator
Reported position
Global toothpaste market share
41.3%
Global manual toothbrush market share
32.7%
Market-share figures above are year-to-date Q2 2026. They describe the supplied current-period position and are not
future targets.
• Support leadership with clear benefit communication, availability and category education.
• Use premium innovation and differentiated formulations to encourage value-led trade-up.
• Develop toothbrush, whitening and specialized oral-care propositions alongside toothpaste.
• Engage dentists and professional channels with useful product information and relevant education.
• Use digital education to help consumers understand needs, compare solutions and build usage habits.
• Activate category growth through retailer visibility, trial and connected online/offline discovery.
