Brandwave

How popular isColgate in search?

In August 2026, there were an estimated 450K branded searches for Colgate worldwide which held steady over the last 11 months. Colgate holds 32% estimated Share of Search among tooth whitening products worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Oral-B54%
  2. Colgate32%
  3. Hismile7.8%
  4. Crest4.3%
  5. Smile Direct Club1.6%
  6. Snow0.38%
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Which tooth whitening products compete with Colgate?

Colgate against tooth whitening products worldwide, by month

Share of Search by month for Oral-B, Colgate, Hismile, Crest. The figures are in the table below the chart.

View monthly share of search table
MonthOral-BColgateHismileCrestSmile Direct ClubSnow
Oct 202555.1%29.4%8.8%4%2.2%0.53%
Nov 202562.2%19.4%13%3.2%1.7%0.43%
Dec 202562.3%21.8%9.8%3.6%2%0.59%
Jan 202656.7%24.2%10.9%4.9%2.7%0.65%
Feb 202653.8%28.1%10.3%4.6%2.5%0.62%
Mar 202648.9%31.2%11.4%5.1%2.8%0.46%
Apr 202653.5%28.6%10.5%4.7%2.1%0.51%
May 202654.7%29.2%8.7%4.8%2.2%0.43%
Jun 202655.5%29%8.7%4.8%1.7%0.35%
Jul 202654%28.2%10.3%4.6%2.5%0.34%
Aug 202654%32%7.8%4.3%1.6%0.38%
Sep 2026——————

  1. 1.Oral-B

    54%

    Held 1st. 760K estimated branded searches, +7.8% vs prior month. Share 0 points.

  2. 2.Colgate

    32%

    Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +3.8 points.

  3. 3.Hismile

    7.8%

    Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -2.5 points.

  4. 4.Crest

    4.3%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Smile Direct Club

    1.6%

    Held 5th. 22.2K estimated branded searches, -32.9% vs prior month. Share -1 points.

  6. 6.Snow

    0.38%

    Held 6th. 5.4K estimated branded searches, +22.7% vs prior month. Share 0 points.

Compare search popularity between Colgate and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Colgate worldwide held steady at 450K.
  • Across the 11 months ending August 2026, Colgate’s estimated Share of Search among tooth whitening products worldwide increased from 29.4% to 32%.
  • Across the 11 months ending August 2026, Colgate’s estimated Share of Search among tooth whitening products worldwide peaked at 32% in August 2026 and was lowest at 19.4% in November 2025.

How did search popularity change for tooth whitening products worldwide in August 2026?

  1. In August 2026, Colgate gained estimated Share of Search among tooth whitening products worldwide, from 28.2% to 32%.

  2. In August 2026, Hismile lost estimated Share of Search among tooth whitening products worldwide, from 10.3% to 7.8%.

  3. In August 2026, Smile Direct Club lost estimated Share of Search among tooth whitening products worldwide, from 2.5% to 1.6%.

  4. Crest’s estimated Share of Search among tooth whitening products worldwide has lost ground for 3 months in a row, from 4.8% to 4.3% in August 2026.

  5. Estimated monthly branded searches for Snow worldwide fell 33.3% over 11 measured months, from 8.1K to 5.4K in August 2026.

Where does Colgate compete?

Colgate is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toothbrush head brands3rd of 516.8%Show ranking
Mouthwash brands2nd of 526.4%Show ranking
Toothpaste brands2nd of 526.8%Show ranking
Tooth whitening products2nd of 632%Shown above

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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • colgate

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How the Brand Demand Index is measured

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