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 43.6% estimated Share of Search among whitening toothpaste brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which whitening toothpaste brands compete with Colgate?
Share of Search by month for Sensodyne, Colgate, Crest. The figures are in the table below the chart.
View monthly share of search table
| Month | Sensodyne | Colgate | Crest |
|---|---|---|---|
| Oct 2025 | 49.7% | 46.1% | 4.2% |
| Nov 2025 | 53.1% | 42.5% | 4.4% |
| Dec 2025 | 54.1% | 41.6% | 4.3% |
| Jan 2026 | 56% | 39.5% | 4.5% |
| Feb 2026 | 53.5% | 42.3% | 4.2% |
| Mar 2026 | 48.2% | 47.3% | 4.5% |
| Apr 2026 | 51.5% | 44.7% | 3.8% |
| May 2026 | 50.9% | 45% | 4.1% |
| Jun 2026 | 51.8% | 44.1% | 4.1% |
| Jul 2026 | 53% | 43.2% | 3.8% |
| Aug 2026 | 50.8% | 45.6% | 3.6% |
| Sep 2026 | 52.8% | 43.6% | 3.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.8% | 891K | +4.4% | +2 points | |
| 2, held 2nd | 43.6% | 736K | -3.9% | -2 points | |
| 3, held 3rd | 3.6% | 60.5K | 0% | 0 points |
Compare search popularity between Colgate and its closest rivals
Every comparison with Colgate
16 comparisons
- Colgate vs Oral-B
- Colgate vs Philips
- Colgate vs Sensodyne
- Colgate vs Philips Sonicare
- Colgate vs Listerine
- Colgate vs Waterpik
- Burwood vs Colgate
- Colgate vs TheraBreath
- Colgate vs Hismile
- Colgate vs Corsodyl
- Colgate vs Crest
- Arm and Hammer vs Colgate
- Colgate vs Macleans
- Colgate vs Smile Direct Club
- Colgate vs Snow
- Brushmo vs Colgate
How has branded search demand for Colgate changed worldwide over the last 12 months?
3 findings
- 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 whitening toothpaste brands worldwide decreased from 46.1% to 43.6%.
- Across the 12 months ending September 2026, Colgate’s estimated Share of Search among whitening toothpaste brands worldwide peaked at 47.3% in March 2026 and was lowest at 39.5% in January 2026.
How did search popularity change for whitening toothpaste brands worldwide in September 2026?
3 changes
In September 2026, Sensodyne gained estimated Share of Search among whitening toothpaste brands worldwide, from 50.8% to 52.8%.
In September 2026, Colgate lost estimated Share of Search among whitening toothpaste brands worldwide, from 45.6% to 43.6%.
Crest’s estimated Share of Search among whitening toothpaste brands worldwide has lost ground for 3 months in a row, from 4.1% to 3.6% in September 2026.
Where does Colgate compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Oral care brands | 3rd of 8 | 19% | Show ranking |
| Toothbrush head brands | 3rd of 5 | 26% | Show ranking |
| Toothpaste brands | 3rd of 5 | 29.5% | Show ranking |
| Mouthwash brands | 2nd of 5 | 32.6% | Show ranking |
| Tooth whitening products | 2nd of 6 | 42.7% | Show ranking |
| Teeth whitening strip brands | 2nd of 5 | 43.2% | Show ranking |
| Whitening toothpaste brands | 2nd of 3 | 43.6% | 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 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
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Is Colgate your brand?
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