Brandwave

How popular isColgate in search?

In September 2026, there were an estimated 736K branded searches for Colgate worldwide which is up 11.3% over the last 12 months. Colgate holds 21.1% estimated Share of Search among oral care brands worldwide and is ranked 2nd of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Sensodyne25.5%
  2. Colgate21.1%
  3. Oral-B19.2%
  4. Listerine12.8%
  5. Philips Sonicare8.6%
  6. Waterpik8.6%
  7. Corsodyl3.1%
  8. Macleans1.2%
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Which oral care brands compete with Colgate?

Colgate against oral care brands worldwide, by month

Share of Search by month for Sensodyne, Colgate, Oral-B, Listerine, Philips Sonicare, Waterpik, Corsodyl. The figures are in the table below the chart.

View monthly share of search table
MonthSensodyneColgateOral-BListerinePhilips SonicareWaterpikCorsodylMacleans
Oct 202521.4%19.9%22.6%13.2%7.4%11.1%3.2%1.2%
Nov 202520.1%16%28.8%10.6%10.2%10.2%3%1.1%
Dec 202521.6%16.6%26%10.8%10.4%10.4%3%1.1%
Jan 202626.5%18.7%21.6%13.1%7.1%8.7%3.1%1.2%
Feb 202624.8%19.6%19.9%14.5%6.5%9.8%3.5%1.3%
Mar 202623.6%23.2%18.5%13.6%7.4%9.1%3.4%1.2%
Apr 202625.3%22%18.9%13.8%6.2%9.3%3.3%1.2%
May 202624.2%21.4%19.7%14%6.5%9.7%3.4%1.1%
Jun 202625.2%21.4%20.2%12.6%6.6%9.9%3.1%1.1%
Jul 202626%21.2%19%13.8%6.2%9.3%3.3%1%
Aug 202624.9%22.4%19.5%13.5%7.2%8.8%2.7%0.97%
Sep 202625.5%21.1%19.2%12.8%8.6%8.6%3.1%1.2%

  1. 1.Sensodyne

    25.5%

    Held 1st. 891K estimated branded searches, +4.4% vs prior month. Share +0.6 points.

  2. 2.Colgate

    21.1%

    Held 2nd. 736K estimated branded searches, -3.9% vs prior month. Share -1.3 points.

  3. 3.Oral-B

    19.2%

    Held 3rd. 669K estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Listerine

    12.8%

    Held 4th. 447K estimated branded searches, -3.6% vs prior month. Share -0.7 points.

  5. 5.Philips Sonicare

    8.6%

    Moved from 6th to 5th. 301K estimated branded searches, +22.4% vs prior month. Share +1.4 points.

  6. 6.Waterpik

    8.6%

    Moved from 5th to 6th. 301K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Corsodyl

    3.1%

    Held 7th. 107K estimated branded searches, +14.4% vs prior month. Share +0.3 points.

  8. 8.Macleans

    1.2%

    Held 8th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

Compare search popularity between Colgate and its closest rivals

Every comparison with Colgate

How has branded search demand for Colgate changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Colgate worldwide rose from 661K to 736K.
  • Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide increased from 19.9% to 21.1%.
  • Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide peaked at 23.2% in March 2026 and was lowest at 16% in November 2025.
  • Across the 12 months ending September 2026, Colgate rose from 3rd to 2nd among oral care brands worldwide.

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

  1. In September 2026, Philips Sonicare overtook Waterpik to rank 5th among oral care brands worldwide, with 8.6% estimated Share of Search.

  2. In September 2026, Sensodyne gained estimated Share of Search among oral care brands worldwide, from 24.9% to 25.5%.

  3. In September 2026, Colgate lost estimated Share of Search among oral care brands worldwide, from 22.4% to 21.1%.

  4. In September 2026, Listerine lost estimated Share of Search among oral care brands worldwide, from 13.5% to 12.8%.

  5. Waterpik’s estimated Share of Search among oral care brands worldwide has lost ground for 3 months in a row, from 9.9% to 8.6% in September 2026.

  6. Estimated monthly branded searches for Oral-B worldwide fell 10.9% over 12 measured months, from 751K to 669K in September 2026.

Where does Colgate compete?

Colgate is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Oral care brands2nd of 821.1%Shown above
Toothpaste brands2nd of 530.6%Show ranking
Mouthwash brands1st of 534%Show ranking
Toothbrush head brands2nd of 534.9%Show ranking
Whitening toothpaste brands2nd of 343.6%Show ranking
Tooth whitening products1st of 645%Show ranking
Teeth whitening strip brands1st of 545.6%Show ranking

How is Colgate measured?

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

4 branded search terms

  • colgate
  • colgate toothpaste
  • colgate total
  • colgate wisp

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

How the Brand Demand Index is measured

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