Opportunity

Market comparison

Two different category games. Benefit share, technology mix, size architecture and promotional intensity are compared like-for-like, while prices stay in local currency — dong and rupiah are never converted or blended.

🇻🇳

Vietnam

Propositions

199

Brands

Avg. claims / SKU

2.4

Haleon SKUs

Natural-led

22%

Multi-benefit

39%

Dominant territories

Fresh Breath101Whitening90Cavity63

Leading brands

Colgate31P/S20Marvis15Closeup13Sensodyne12Darlie8

🇮🇩

Indonesia

Propositions

274

Brands

Avg. claims / SKU

3.4

Haleon SKUs

Natural-led

12%

Multi-benefit

76%

Dominant territories

Cavity143Fresh Breath140Plaque85

Leading brands

Pepsodent30Colgate28Darlie20Closeup14Sensodyne12Marvis12

🇹🇭

Thailand

Propositions

226

Brands

Avg. claims / SKU

3.3

Haleon SKUs

Natural-led

22%

Multi-benefit

76%

Dominant territories

Fresh Breath126Cavity103Whitening94

Leading brands

Colgate38Sensodyne18Darlie17Dentiste13Sparkle11Fluocaril10

Benefit share index

Share of each market's propositions claiming a territory. Bars are normalised within market, so long bars mean local dominance rather than raw volume.

Territory	🇻🇳 Vietnam	🇮🇩 Indonesia	🇹🇭 Thailand
Fresh Breath	51%	51%	56%
Cavity Protection	32%	52%	46%
Whitening	45%	28%	42%
Gum Health	26%	25%	40%
Unclassified	0%	0%	35%
Plaque Control	18%	31%	28%
Kids Care	8%	31%	3%
Sensory Experience	0%	27%	5%
Enamel Protection / Repair	14%	23%	22%
Sensitivity Relief	14%	14%	22%
Natural / Herbal Care	22%	21%	8%
Deep Cleaning	3%	11%	18%
Gentle / Comfort Care	0%	15%	1%
Complete Care	13%	12%	2%

Ingredient family share

Which active platforms each market leans on

Territory	🇻🇳 Vietnam	🇮🇩 Indonesia	🇹🇭 Thailand
Fluoride Protection	47%	45%	53%
Whitening / Stain Control	44%	9%	22%
Botanical / Natural	22%	22%	43%
Unclassified / Evidence Gap	17%	36%	16%
Freshness / Cooling	34%	4%	15%
Gum / Antibacterial	28%	10%	10%
Sensitivity Actives	14%	7%	12%
Mineral / Repair	13%	8%	9%
Enzyme / Saliva System	0%	4%	5%
Charcoal / Adsorptive	5%	2%	4%

Competitive structure

Concentration of the field per market

🇻🇳 Vietnam

46%

of propositions come from the top 5 brands — 46 brands compete in total.

Colgate31

P/S20

Marvis15

Closeup13

Sensodyne12

Darlie8

🇮🇩 Indonesia

38%

of propositions come from the top 5 brands — 54 brands compete in total.

Pepsodent30

Colgate28

Darlie20

Closeup14

Sensodyne12

Marvis12

🇹🇭 Thailand

43%

of propositions come from the top 5 brands — 39 brands compete in total.

Colgate38

Sensodyne18

Darlie17

Dentiste13

Sparkle11

Fluocaril10

Commercial architecture

Sizes, normalised pricing, bundles and promotions — each market in its own currency

🇻🇳 Vietnam · prices in VND

Mapped listings

2928

Observed units

2.2M

Median pack price

₫112,030

Median / 100g

₫73,369

Multipack share

20%

Promo intensity

39%

Size architecture

100g628Unspecified539180g209230g178160g11185ml101

Bundle mix

Single2324Multipack (same)416Multipack / bundle170Single + gift12Mixed combo + gift3

Signature benefit stacks

Whitening17Whitening + Fresh Breath14Fresh Breath11Fresh Breath + Natural / Herbal Care9Kids Care + Cavity Protection8

🇮🇩 Indonesia · prices in IDR

Mapped listings

4971

Observed units

7.6M

Median pack price

Rp34,999

Median / 100g

Rp26,800

Multipack share

18%

Promo intensity

40%

Size architecture

100g985Unspecified640225g448160g419140g24475g240

Bundle mix

Single4033Multipack (same)636Multipack / bundle249Single + gift31Multipack (same) + gift21

Signature benefit stacks

Kids Care + Cavity Protection + Sensory Experience25Fresh Breath16Kids Care + Natural / Herbal Care + Sensory Experience + Gentle / Comfort Care9Whitening + Fresh Breath8Kids Care + Gentle / Comfort Care + Sensory Experience6

🇹🇭 Thailand · prices in THB

Mapped listings

2373

Observed units

4.8M

Median pack price

฿166

Median / 100g

฿139

Multipack share

30%

Promo intensity

14%

Size architecture

100g683Unspecified632150g223160g12585ml8450g63

Bundle mix

Single1664Multipack709

Signature benefit stacks

Fresh Breath + Deep Cleaning8Whitening + Enamel Protection / Repair + Cavity Protection5Whitening + Enamel Protection / Repair4Whitening + Fresh Breath4Whitening3

Propositions ≠ listings ≠ observed units. Observed Lazada units are a directional digital-shelf performance indicator, not total-market sales or share.