Colgate Total Toothpaste Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Colgate is the best-performing colgate total toothpaste brand in July 2026, moving 240,000 units across 6 ASINs for 57.1% of Top 10 volume. Crest follows with 150,000 units (35.7%), ahead of Sensodyne on 30,000 units (7.1%).

With 3 brands splitting the Top 10 and 100.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $11.23 to $24.47, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B08PWZCP1F booked 30K units at $14.99, with ▲ 50.0% MoM change. On the growth side, B0B9FNP1DM leads positive momentum with ▲ 400.0% MoM growth on 500 units, with B0B9FRZKRV close behind at ▲ 122.2% MoM on 2K units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.