According to Nikkei press, the 2013 total sales amount of toothpaste was 106 billion yen. The 2013 sales increased by 2.8% from 2012. Nikkei reported that expensive toothpaste (more than 500 yen ($5)) which prevents periodontal diseases was sold well. And it pushed up the total sales.
Nikkei estimated the toothpaste market share in Japan. Lion was the No.1 supplier.
Figure : Toothpaste Market Share in Japan, 2013
|Manufacturer||Market share (%)|
The source of the market share is Nikkei Sangyo Shimbun newspaper, the article on 2014 July 28th.