Nikkei press reported 2015 toothpaste market share in Japan. According to it, the top supplier was Lion (29%).
Figure: 2015 Toothpaste Market Share in Japan
| Manufacturer | Market share (%) |
| Lion | 28.9 |
| Kao | 21.3 |
| Sunstar | 16.0 |
| Earth Chemical | 13.0 |
| Daiichi Sankyo | 6.0 |
| Others | 14.8 |
Source is Nikkei Sangyo Shimbun newspaper, the article on 2016 July 25th.
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