The toothpaste seller has made big progress in its battle with rival Crest, owned by larger Procter & Gamble. It's a tight race in the United States, but Colgate has a big lead worldwide. Colgate's recent marketing has paid off with some gains in market share, despite increased ad spending by Crest.
Colgate-Palmolive also makes a variety of household goods including deodorant and soap, but isn't nearly as diversified as its larger rival. Its growth has been remarkably
consistent in the past 5 years, usually in the high single digits.