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 19% estimated Share of Search among oral care brands worldwide and is ranked 3rd of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Sensodyne23%
  2. Oral-B19.6%
  3. Colgate19%
  4. Philips Sonicare13.2%
  5. Listerine11.5%
  6. Waterpik9.7%
  7. Corsodyl2.8%
  8. Macleans1%
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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 brands3rd of 819%Shown below
Toothbrush head brands3rd of 526%Show ranking
Toothpaste brands3rd of 529.5%Show ranking
Mouthwash brands2nd of 532.6%Show ranking
Tooth whitening products2nd of 642.7%Show ranking
Teeth whitening strip brands2nd of 543.2%Show ranking
Whitening toothpaste brands2nd of 343.6%Show ranking

Which oral care brands compete with Colgate?

Colgate against oral care brands worldwide, by month

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

View monthly share of search table
MonthSensodyneOral-BColgatePhilips SonicareListerineWaterpikCorsodylMacleans
Oct 202519.3%22.7%17.9%12.4%11.8%11.9%2.9%1.1%
Nov 202517.7%28.7%14.1%15.3%9.3%11.2%2.6%0.99%
Dec 202518.8%25.8%14.4%15.6%9.4%12.3%2.6%0.99%
Jan 202623.5%22%16.6%12.5%11.6%10%2.7%1%
Feb 202622.2%20.4%17.5%11.3%12.9%11.3%3.1%1.2%
Mar 202621.2%19%20.8%12.1%12.2%10.6%3.1%1.1%
Apr 202622.7%19.1%19.7%11.1%12.4%10.9%3%1.1%
May 202621.9%20%19.4%10.9%12.7%10.9%3.1%0.96%
Jun 202622.5%20.7%19.1%11.3%11.2%11.5%2.7%0.97%
Jul 202623.3%19.5%19%11.1%12.4%10.9%3%0.92%
Aug 202622.4%20%20.1%11.7%12.2%10.3%2.5%0.87%
Sep 202623%19.6%19%13.2%11.5%9.7%2.8%1%

  1. 1.Sensodyne

    23%

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

  2. 2.Oral-B

    19.6%

    Moved from 3rd to 2nd. 760K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Colgate

    19%

    Moved from 2nd to 3rd. 736K estimated branded searches, -3.9% vs prior month. Share -1.1 points.

  4. 4.Philips Sonicare

    13.2%

    Moved from 5th to 4th. 513K estimated branded searches, +14.8% vs prior month. Share +1.5 points.

  5. 5.Listerine

    11.5%

    Moved from 4th to 5th. 447K estimated branded searches, -3.6% vs prior month. Share -0.6 points.

  6. 6.Waterpik

    9.7%

    Held 6th. 375K estimated branded searches, -4.2% vs prior month. Share -0.6 points.

  7. 7.Corsodyl

    2.8%

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

  8. 8.Macleans

    1%

    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 17.9% to 19%.
  • Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide peaked at 20.8% in March 2026 and was lowest at 14.1% in November 2025.

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

  1. In September 2026, Philips Sonicare overtook Listerine to rank 4th among oral care brands worldwide, with 13.2% estimated Share of Search.

  2. In September 2026, Sensodyne gained estimated Share of Search among oral care brands worldwide, from 22.4% to 23%.

  3. In September 2026, Colgate lost estimated Share of Search among oral care brands worldwide, from 20.1% to 19%.

  4. In September 2026, Listerine lost estimated Share of Search among oral care brands worldwide, from 12.2% to 11.5%.

  5. In September 2026, Waterpik lost estimated Share of Search among oral care brands worldwide, from 10.3% to 9.7%.

  6. In September 2026, Oral-B rose from 3rd to 2nd among oral care brands worldwide.

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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