Brandwave

Oral-B vs Philips Sonicare:Which is more popular?

In September 2026, Oral-B had more branded searches than Philips Sonicare among oral care brands in Australia. Oral-B had about 6,600 branded searches, while Philips Sonicare had 4,400. Oral-B made up 7.7% of all oral care brand searches we track, and Philips Sonicare accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about oral care brands, Oral-B appeared in four of the five answers and Philips Sonicare in three. Oral-B was mentioned before Philips Sonicare in every answer.

Among oral care brands in Australia in September 2026

Who do people search for more?

Oral-B, about 50% more searches than Philips Sonicare

Oral-B 6.6K searchesPhilips Sonicare 4.4K searches

Who does AI mention more?

Oral-B, mentioned in 4 of 5 answers, Philips Sonicare in 3

Oral-B in 4 of 5Philips Sonicare in 3 of 5

Who does AI recommend more?

Oral-B, named ahead of Philips Sonicare in every answer

Oral-B first in 4Philips Sonicare never first

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Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oral-B was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Oral-B was listed before Philips Sonicare in every answer.

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.

Is Oral-B or Philips Sonicare more popular in search?

This chart shows how often people search Google for Oral-B and Philips Sonicare 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.

Oral-B and Philips Sonicare among oral care brands in Australia, by month

Share of searches by month for Oral-B, Philips Sonicare. 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%

How has the Oral-B and Philips Sonicare comparison changed over the last 12 months?

3 findings
  • Oral-B was ahead of Philips Sonicare in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Oral-B’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.
  • Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in Australia moved from 3.6% to 5.1%, and its estimated monthly branded searches moved from 2.9K to 4.4K.

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

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Oral-B’s and Philips Sonicare’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.

Oral-B

1 branded search term

  • oral b

Philips Sonicare

1 branded search term

  • philips sonicare

How the Brand Demand Index is measured

Other head-to-heads among oral care brands

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