Why category grows yet market share doesn't

ET: According to AC Nielsen figures for the January-October period, the Rs 3,976-crore oral care category (toothpaste and toothpowder together) in India grew 14.5%, with Dabur’s oral care brands recording a combined on-year value growth of 19.2%, while Colgate rose 14.5% and Hindustan Lever 13.8%. Within the toothpaste segment, Dabur brands—Dabur Red and Babool —have shown 19.1% and 19% value growth, respectively. By market share, however, Colgate remains the clear leader with a share of about 33.1%, followed closely by Hindustan Lever at 29.8%. Dabur’s market share is 9.4%.

According to analysts, HUL’s oral care offerings didn't do as well, because while Dabur and Colgate have a mixed portfolio, HUL has only premium offerings. The recommendation is that HUL introduce more oral care brands at low-entry price points for a better market share.