World's Most Powerful 100 Brands 2026 · Second Global Mega Edition
#95 Colgate
Colgate is ranked #95 in the WCRC World's Most Powerful 100 Brands 2026, with a WCRC Power Score of 73.79. It is the world's default toothpaste, with a 41.3% global share, and its unaided recall and top-of-mind awareness scores of 92 are among the highest in the ranking.
Five WCRC pillars, 50 parameters, each scored 0 to 100 against global sector peers. The pillar weights set how much each one counts toward the Power Score.
Brand Positioning & Recall28%79.2
Consumer Trust & Sentiment26%74.0
Product, Innovation & Delivery20%73.2
Sustainability, Governance & ESG16%65.6
Digital Presence & Financial Soundness10%72.4
P1 · Brand Positioning & Recall 79.2 · weight 28%
Positioning Clarity & Coherence86
Unaided Brand Recall92
Top-of-Mind Awareness (TOMA)92
Brand Differentiation Index68
Campaign Effectiveness & Recall68
Brand Personality Coherence76
Share of Voice vs Share of Market78
Cultural & Contextual Relevance76
Brand Extension Credibility74
Visual Identity Distinctiveness82
How the Power Score adds up
Each pillar's score multiplied by its WCRC weight. The segments sum to 73.79.
Colgate is powerful because it is part of the daily routine of a large share of humanity. Unaided Brand Recall and Top-of-Mind Awareness both score 92 in the WCRC World's Most Powerful 100 Brands 2026, the brand's highest results and among the highest WCRC recorded for any consumer goods brand. The reason is simple: Colgate holds 41.3% of the global toothpaste market and 32.7% of manual toothbrushes, sold in around 200 countries. For millions of families, 'Colgate' is not a choice between brands; it is the word for toothpaste.
That reach turns into preference and habit. First-Choice Consumer Preference scores 88 and Consumer Loyalty & Retention Proxy 82, because people rarely switch a product they use twice a day. Supply Chain Reliability & Availability, at 86, reflects distribution that reaches small shops in emerging markets as well as supermarkets. The red packaging is recognisable on any shelf, and Colgate has a long record of firsts: it sold the first toothpaste in a collapsible tube in 1896. The company behind it is financially strong. Colgate-Palmolive sold US$20.38bn in 2025 and earned US$2.13bn, Moody's rates it Aa3 and S&P A+, and it raised advertising 15% in the second quarter of 2026, so Financial Stability Indicator scores 90.
The weaknesses are innovation and sourcing. Product, Innovation & Delivery scores 73.2, 99th of 100: oral care moves in small steps, and Colgate's experience is mediated by retailers. Responsible sourcing is the sharpest risk. NGO Global Witness linked palm-oil suppliers to abuses in 2021, and Supply Chain Ethics & Responsible Sourcing scores 54.
Why Colgate ranks #95
Colgate's three strongest WCRC parameters all reflect the same fact: it is the toothpaste most of the world thinks of and buys first.
1.03Top-of-Mind Awareness (TOMA)92
Top-of-Mind Awareness (TOMA): Colgate is the default toothpaste in most markets, with 41.3% of the global toothpaste market in 2026.
1.02Unaided Brand Recall92
Unaided Brand Recall: sold in around 200 countries for more than a century, Colgate is a household name almost everywhere.
2.04First-Choice Consumer Preference88
First-Choice Consumer Preference: Colgate leads both toothpaste and manual toothbrushes worldwide, with a 32.7% share of toothbrushes.
The Achilles' heel
4.06Supply Chain Ethics & Responsible Sourcing54
Supply Chain Ethics & Responsible Sourcing scores 54, Colgate's lowest parameter. NGO Global Witness linked Colgate-Palmolive's palm-oil suppliers to abuses in 2021, and campaigners continue to question the company's sourcing and climate progress.
What would move it: Full, mill-level traceability for palm oil, with independent verification and published results on suppliers removed, would answer the criticism with evidence.
The 2026 story
Growth returned in 2026. Colgate-Palmolive's 2025 net sales rose 1.4% to US$20.38bn, and in the first quarter of 2026 organic growth of 2.9% was its fastest in five quarters, led by emerging markets while North America weakened.
The second quarter was stronger. Net sales rose 4.9% to US$5.36bn, organic sales grew 2.4%, base earnings per share rose 8%, gross margin reached 61.5% and advertising grew 15%. The company raised its earnings guidance and took US$300m of charges in the first half for its Strategic Growth and Productivity Program.
The risks are North American softness and sustainability credibility, from palm-oil sourcing to plastic waste. Colgate's recyclable toothpaste tube is a step forward, but Circular Economy & Waste Reduction scores only 62.
Versus its nearest rivals
Closest brands in Consumer & FMCG within the top 100.
Is Colgate the most powerful oral-care brand in 2026?
Yes. Colgate is the only oral-care brand in the WCRC World's Most Powerful 100 Brands 2026, ranked #95, and it holds 41.3% of the global toothpaste market.
What rank is Colgate in the WCRC World's Most Powerful 100 Brands 2026?
Colgate is ranked #95 in the WCRC World's Most Powerful 100 Brands 2026 (Second Global Mega Edition), with a WCRC Power Score of 73.79 out of 100.
What is Colgate's biggest strength?
Recall. Unaided Brand Recall and Top-of-Mind Awareness both score 92, and First-Choice Consumer Preference scores 88.
What is Colgate's weakest area?
Supply Chain Ethics & Responsible Sourcing, at 54, because of reported links between palm-oil suppliers and abuses. Its innovation pillar is also among the lowest in the ranking.
Who owns Colgate?
Colgate is the flagship brand of Colgate-Palmolive Company, listed in New York, which also owns Palmolive and Hill's Pet Nutrition. Noel Wallace is Chairman, President and CEO.
About this assessment
The WCRC Power Score is WCRC's own assessment under the WCRC Brand Value Research Methodology (2026 Edition): 50 parameters across five weighted pillars, each scored 0 to 100 against global sector peers. Read the methodology.
