Oral care brands in Australia:Which are most popular?

Name: Oral care brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Hismile was the most searched oral care brand in Australia, accounting for 21.1% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Oral-B was mentioned most often, in four of the five answers. Oral-B was recommended most often, coming first in two out of four responses that gave a list.

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Top oral care brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Oral-B was mentioned most often, in four of the five answers. Oral-B was recommended most often, coming first in two out of four answers that gave a list. Colgate was second, and Philips Sonicare was third. Hismile, which ranked first in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Oral-B	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Sensodyne	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Colgate	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Philips Sonicare	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Listerine	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Hismile	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Piksters	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Macleans	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Waterpik	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Curaprox	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which toothpaste should I use in Australia?”
1. 1Colgate
2. 2Sensodyne
Asked ChatGPT
“What are the best oral care brands in Australia?”
1. 1Colgate
2. 2Sensodyne
3. 3Oral-B
4. 4Philips Sonicare
5. 5Listerine
Asked ChatGPT
“What's the best electric toothbrush?”
1. 1Oral-B
2. 2Philips Sonicare
Searched Google, AI Overview
“toothpaste”
1. 1Colgate
2. 2Oral-B
3. 3Sensodyne
Searched Google, AI Overview
“electric toothbrush”
1. 1Oral-B
2. 2Philips Sonicare

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 do people search for most?

This chart shows how often people search Google for each oral care brand by name. Each line represents a brand's share of searches for all ten oral care brands we track, month by month, from searches in Australia.

Share of searches among oral care brands in Australia, by month

Month	Hismile	Piksters	Macleans	Waterpik	Sensodyne	Listerine	Oral-B	Colgate	Philips Sonicare	Curaprox
Oct 2025	27.4%	14.9%	12.2%	10%	10%	6.7%	6.7%	6.7%	3.6%	2%
Nov 2025	46%	11.3%	7.5%	9.2%	6.1%	5%	6.1%	4.1%	3.3%	1.2%
Dec 2025	29.3%	13.1%	13.1%	13.1%	8.7%	5.8%	7.1%	4.7%	3.8%	1.3%
Jan 2026	22.7%	15.2%	12.4%	12.4%	12.4%	6.8%	6.8%	5.5%	3.6%	2%
Feb 2026	25.8%	14.1%	11.5%	11.5%	11.5%	7.7%	6.3%	6.3%	3.4%	1.9%
Mar 2026	28.1%	15.3%	12.5%	10.2%	8.3%	6.8%	6.8%	6.8%	3%	2%
Apr 2026	23.8%	15.9%	13%	10.6%	8.7%	7.1%	7.1%	7.1%	4.7%	2.1%
May 2026	20%	16.3%	13.4%	10.9%	10.9%	7.3%	7.3%	7.3%	4.9%	1.8%
Jun 2026	24%	16%	10.7%	10.7%	8.8%	7.2%	8.8%	5.8%	5.8%	2.1%
Jul 2026	21.5%	17.6%	11.8%	11.8%	9.6%	6.4%	7.8%	6.4%	5.2%	1.9%
Aug 2026	17.3%	17.3%	11.6%	11.6%	11.6%	7.7%	7.7%	7.7%	5.2%	2.2%
Sep 2026	21.1%	17.3%	11.6%	11.6%	9.5%	7.7%	7.7%	6.3%	5.1%	2.2%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Hismile	21.1%	18.1K	+22.3%	+3.8 points
2, held 2nd	Piksters	17.3%	14.8K	0%	-0.1 points
3, held 3rd	Macleans	11.6%	9.9K	0%	0 points
4, moved from 5th to 4th	Waterpik	11.6%	9.9K	0%	0 pointsmoved from 5th to 4th
5, moved from 4th to 5th	Sensodyne	9.5%	8.1K	-18.2%	-2.1 pointsmoved from 4th to 5th
6, moved from 7th to 6th	Listerine	7.7%	6.6K	0%	0 pointsmoved from 7th to 6th
7, moved from 8th to 7th	Oral-B Procter & Gamble	7.7%	6.6K	0%	0 pointsmoved from 8th to 7th
8, moved from 6th to 8th	Colgate	6.3%	5.4K	-18.2%	-1.4 pointsmoved from 6th to 8th
9, held 9th	Philips Sonicare Philips	5.1%	4.4K	0%	0 points
10, held 10th	Curaprox	2.2%	1.9K	0%	0 points

1.Hismile
21.1%
Held 1st. 18.1K estimated branded searches, +22.3% vs prior month. Share +3.8 points.
2.Piksters
17.3%
Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.Macleans
11.6%
Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.
4.Waterpik
11.6%
Moved from 5th to 4th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.
5.Sensodyne
9.5%
Moved from 4th to 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -2.1 points.
6.Listerine
7.7%
Moved from 7th to 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
7.Oral-B
7.7%
Moved from 8th to 7th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
8.Colgate
6.3%
Moved from 6th to 8th. 5.4K estimated branded searches, -18.2% vs prior month. Share -1.4 points.
9.Philips Sonicare
5.1%
Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
10.Curaprox
2.2%
Held 10th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among oral care brands in Australia?

10 brands

In September 2026, Hismile was the most searched among oral care brands in Australia, with an estimated 18.1K branded searches, 21.1% of all searches for the ten we track. Piksters is in 2nd place, 3.9 percentage points behind at 17.3%.

Australia oral care brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Hismile	27.4% → 21.1%	46%Nov 2025	17.3%Aug 2026	1st
Piksters	14.9% → 17.3%	17.6%Jul 2026	11.3%Nov 2025	2nd
Macleans	12.2% → 11.6%	13.4%May 2026	7.5%Nov 2025	3rd
Waterpik	10% → 11.6%	13.1%Dec 2025	9.2%Nov 2025	5th → 4th
Sensodyne	10% → 9.5%	12.4%Jan 2026	6.1%Nov 2025	4th → 5th
Listerine	6.7% → 7.7%	7.7%Aug 2026	5%Nov 2025	7th → 6th
Oral-B	6.7% → 7.7%	8.8%Jun 2026	6.1%Nov 2025	8th → 7th
Colgate	6.7% → 6.3%	7.7%Aug 2026	4.1%Nov 2025	6th → 8th
Philips Sonicare	3.6% → 5.1%	5.8%Jun 2026	3%Mar 2026	9th
Curaprox	2% → 2.2%	2.2%Aug 2026	1.2%Nov 2025	10th

Each finding as a sentence

Across the 12 months ending September 2026, Hismile’s share of searches among oral care brands in Australia decreased from 27.4% to 21.1%.
Across the 12 months ending September 2026, Piksters’ share of searches among oral care brands in Australia increased from 14.9% to 17.3%.
Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands in Australia decreased from 12.2% to 11.6%.
Across the 12 months ending September 2026, Waterpik’s share of searches among oral care brands in Australia increased from 10% to 11.6%.
Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in Australia decreased from 10% to 9.5%.
Across the 12 months ending September 2026, Listerine’s share of searches among oral care brands in Australia increased from 6.7% to 7.7%.
Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in Australia increased from 6.7% to 7.7%.
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, Hismile’s share of searches among oral care brands in Australia peaked at 46% in November 2025 and was lowest at 17.3% in August 2026.
Across the 12 months ending September 2026, Piksters’ share of searches among oral care brands in Australia peaked at 17.6% in July 2026 and was lowest at 11.3% in November 2025.
Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands in Australia peaked at 13.4% in May 2026 and was lowest at 7.5% in November 2025.
Across the 12 months ending September 2026, Waterpik’s share of searches among oral care brands in Australia peaked at 13.1% in December 2025 and was lowest at 9.2% in November 2025.
Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in Australia peaked at 12.4% in January 2026 and was lowest at 6.1% in November 2025.
Across the 12 months ending September 2026, Listerine’s share of searches among oral care brands in Australia peaked at 7.7% in August 2026 and was lowest at 5% in November 2025.
Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in Australia peaked at 8.8% in June 2026 and was lowest at 6.1% in November 2025.
Across the 12 months ending September 2026, Colgate’s share of searches among oral care brands in Australia peaked at 7.7% in August 2026 and was lowest at 4.1% in November 2025.
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.
Across the 12 months ending September 2026, Curaprox’s share of searches among oral care brands in Australia peaked at 2.2% in August 2026 and was lowest at 1.2% in November 2025.
Across the 12 months ending September 2026, Waterpik rose from 5th to 4th among oral care brands in Australia.
Across the 12 months ending September 2026, Sensodyne fell from 4th to 5th among oral care brands in Australia.
Across the 12 months ending September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.
Across the 12 months ending September 2026, Oral-B rose from 8th to 7th among oral care brands in Australia.
Across the 12 months ending September 2026, Colgate fell from 6th to 8th among oral care brands in Australia.
Across the 12 months ending September 2026, Curaprox held steady: its share of searches among oral care brands in Australia moved less than 0.5 percentage points.

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

8 changes

In September 2026, Hismile gained share of searches among oral care brands in Australia, from 17.3% to 21.1%.
In September 2026, Sensodyne lost share of searches among oral care brands in Australia, from 11.6% to 9.5%.
In September 2026, Colgate lost share of searches among oral care brands in Australia, from 7.7% to 6.3%.
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.
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.
In September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.
In September 2026, Waterpik rose from 5th to 4th among oral care brands in Australia.
Estimated monthly branded searches for Piksters in Australia rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

How are branded searches counted for oral care brands?

10 search terms

Each brand's share of searches among oral care brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.