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 (%) |
| Lion | 28.4 |
| Kao | 20.4 |
| Sunstar | 17.4 |
| Earth Chemical | 12.0 |
| Kobayashi Pharmaceutical | 5.7 |
| Others | 16.1 |
The source of the market share is Nikkei Sangyo Shimbun newspaper, the article on 2014 July 28th.
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