Colgate vs Listerine:Which is more popular?
In September 2026, Listerine had more branded searches than Colgate among oral care brands in Australia. Listerine had about 6,600 branded searches, while Colgate had 5,400. Listerine made up 7.7% of all oral care brand searches we track, and Colgate accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about oral care brands, Colgate appeared in three of the five answers and Listerine in one. Colgate was mentioned before Listerine in every answer that named either.
Who do people search for more?
Listerine, about 22% more searches than Colgate
Who does AI mention more?
Colgate, mentioned in 3 of 5 answers, Listerine in 1
Who does AI recommend more?
Colgate, named ahead of Listerine in 2 of 2 answers
Follow Colgate vs Listerine 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, Colgate was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Listerine was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Colgate was listed before Listerine in every answer that named either.
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.
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?”
Asked ChatGPT
“What are the best oral care brands in Australia?”
Asked ChatGPT
“What's the best electric toothbrush?”
Searched Google, AI Overview
“toothpaste”
Searched Google, AI Overview
“electric toothbrush”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Colgate or Listerine more popular in search?
This chart shows how often people search Google for Colgate and Listerine 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 by month for Listerine, Colgate. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Colgate and Listerine comparison changed over the last 12 months?
3 findings
- Listerine was ahead of Colgate in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Colgate’s share of searches among oral care brands in Australia moved from 6.7% to 6.3%, and its estimated monthly branded searches held steady at 5.4K.
- Across the 12 months ending September 2026, Listerine’s share of searches among oral care brands in Australia moved from 6.7% to 7.7%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
How did search popularity change for Australia oral care brands in September 2026?
2 changes
In September 2026, Colgate lost share of searches among oral care brands in Australia, from 7.7% to 6.3%.
In September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Colgate’s and Listerine’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among oral care brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.