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.


Urmi said…
So does this mean that the number of consumers are increasing? i.e. the size of the cake is increasing and it is the slices that are growing in proportion.
Ray Titus said…
In India, organised retail can't have it any better...The cakes n the slices are getting bigger!

Sure, more consumers sign up to products and services; also consumers even tend to up consumption quantums too.

Can it get any better than that?

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