Brandwave

How popular isPhilips Sonicare?

In September 2026, people searched for Philips Sonicare by name about 4,400 times in Australia, a 51.7% increase from the previous year. These searches made up 5.1% of all Australia oral care brand searches, placing Philips Sonicare ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about oral care brands, Philips Sonicare appeared in three of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Philips Sonicare is the ninth most searched of 10 competitors and the third most recommended in AI answers.

  1. HismileShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. PikstersShare of searches 17.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MacleansShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. WaterpikShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Philips SonicareShare of searches 5.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+5 more

Philips Sonicare website (opens in a new tab)

Follow Philips Sonicare and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Philips Sonicare was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Philips Sonicare is the third most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Oral-B1st
  2. Colgate2nd
  3. Philips Sonicare3rd
  4. Sensodyne4th
  5. Listerine5th
  6. Hismile–
  7. Piksters–
  8. Macleans–
  9. Waterpik–
  10. Curaprox–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Oral-B4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sensodyne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Colgate3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips Sonicare3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Listerine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hismile0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Piksters0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macleans0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Waterpik0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Curaprox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about oral care brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which oral care brands compete with Philips Sonicare?

Philips Sonicare against oral care brands in Australia, by month

Share of searches by month for Hismile, Piksters, Macleans, Waterpik, Sensodyne, Listerine, Oral-B, Colgate, Philips Sonicare, Curaprox. The figures are in the table below the chart.

View monthly share of searches table
MonthHismilePikstersMacleansWaterpikSensodyneListerineOral-BColgatePhilips SonicareCuraprox
Oct 202527.4%14.9%12.2%10%10%6.7%6.7%6.7%3.6%2%
Nov 202546%11.3%7.5%9.2%6.1%5%6.1%4.1%3.3%1.2%
Dec 202529.3%13.1%13.1%13.1%8.7%5.8%7.1%4.7%3.8%1.3%
Jan 202622.7%15.2%12.4%12.4%12.4%6.8%6.8%5.5%3.6%2%
Feb 202625.8%14.1%11.5%11.5%11.5%7.7%6.3%6.3%3.4%1.9%
Mar 202628.1%15.3%12.5%10.2%8.3%6.8%6.8%6.8%3%2%
Apr 202623.8%15.9%13%10.6%8.7%7.1%7.1%7.1%4.7%2.1%
May 202620%16.3%13.4%10.9%10.9%7.3%7.3%7.3%4.9%1.8%
Jun 202624%16%10.7%10.7%8.8%7.2%8.8%5.8%5.8%2.1%
Jul 202621.5%17.6%11.8%11.8%9.6%6.4%7.8%6.4%5.2%1.9%
Aug 202617.3%17.3%11.6%11.6%11.6%7.7%7.7%7.7%5.2%2.2%
Sep 202621.1%17.3%11.6%11.6%9.5%7.7%7.7%6.3%5.1%2.2%

  1. 1.Hismile

    21.1%

    Held 1st. 18.1K estimated branded searches, +22.3% vs prior month. Share +3.8 points.

  2. 2.Piksters

    17.3%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Macleans

    11.6%

    Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Waterpik

    11.6%

    Moved from 5th to 4th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Sensodyne

    9.5%

    Moved from 4th to 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -2.1 points.

  6. 6.Listerine

    7.7%

    Moved from 7th to 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Oral-B

    7.7%

    Moved from 8th to 7th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Colgate

    6.3%

    Moved from 6th to 8th. 5.4K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  9. 9.Philips Sonicare

    5.1%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Curaprox

    2.2%

    Held 10th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Philips Sonicare and its closest rivals

Every comparison with Philips Sonicare

9 comparisons

How has branded search demand for Philips Sonicare changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Philips Sonicare in Australia rose from 2.9K to 4.4K.
  • Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in Australia increased from 3.6% to 5.1%.
  • Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in Australia peaked at 5.8% in June 2026 and was lowest at 3% in March 2026.

How did search popularity change for Australia oral care brands in September 2026?

6 changes

  1. In September 2026, Hismile gained share of searches among oral care brands in Australia, from 17.3% to 21.1%.

  2. In September 2026, Sensodyne lost share of searches among oral care brands in Australia, from 11.6% to 9.5%.

  3. In September 2026, Colgate lost share of searches among oral care brands in Australia, from 7.7% to 6.3%.

  4. Oral-B’s share of searches among oral care brands in Australia has lost ground for 3 months in a row, from 8.8% to 7.7% in September 2026.

  5. Philips Sonicare’s share of searches among oral care brands in Australia has lost ground for 3 months in a row, from 5.8% to 5.1% in September 2026.

  6. In September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.

How are Philips Sonicare’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Philips Sonicare’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • philips sonicare

How the Brand Demand Index is measured

Who owns Philips Sonicare?

Philips Sonicare is owned by Philips. Brandwave also tracks Philips, owned by the same company, in Australia.

Do you work for Philips Sonicare? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

Is Philips Sonicare your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free