Colgate caters to consumer demand for ‘natural’ products

Colgate-Palmolive (Thailand) Co Ltd said it had invested more than Bt100 million to launch its new “Colgate Naturals” toothpaste.
The company said in a statement it aims to expand its business in the toothpaste market by responding to the demand of modern consumers for natural products.
The company is implementing multi-channel and touchpoint marketing communication strategies.
Colgate-Palmolive said in 2017 that the value of the toothpaste market was expected to exceed Bt9.1 billion, with Colgate the market leader having more than 40 per cent market share. 
Meanwhile, premium-priced toothpaste containing natural ingredients will continue their growth momentum in the market, said Jaturaporn Thanapornsungsuth, marketing director of Oral Care Thailand at Colgate-Palmolive (Thailand). “We’re meeting consumer needs, which are increasingly focused on the importance of products made using natural ingredients, to strengthen our leadership in the toothpaste market."