Brandwave

How popular isCrest?

In September 2026, people searched for Crest by name about 60,500 times worldwide, about the same as the previous year. These searches made up 1.6% of all global oral care brand searches, placing Crest ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about oral care brands, Crest appeared in all answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Crest is the ninth most searched of 10 competitors and the second most recommended in AI answers.

  1. SensodyneShare of searches 23.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. ColgateShare of searches 19.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Oral-BShare of searches 17.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. ListerineShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. CrestShare of searches 1.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Crest appeared in all five answers. Crest is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Colgate1st
  2. Crest2nd
  3. Sensodyne3rd
  4. TheraBreath4th
  5. Listerine5th
  6. Oral-B6th
  7. Philips Sonicare7th
  8. Waterpik8th
  9. Corsodyl–
  10. Macleans–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Colgate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crest5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sensodyne4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TheraBreath3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oral-B2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Listerine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips Sonicare1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Waterpik1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Corsodyl0 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

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 the United States on October 21, 2026.

Which oral care brands compete with Crest?

Crest against oral care brands worldwide, by month

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

View monthly share of searches table
MonthSensodyneColgateOral-BListerinePhilips SonicareWaterpikTheraBreathCorsodylCrestMacleans
Oct 202520.1%18.6%21.2%12.3%6.9%10.4%4.5%3%1.7%1.1%
Nov 202518.9%15.1%27.2%10%9.6%9.6%4.2%2.8%1.6%1.1%
Dec 202520.3%15.6%24.4%10.2%9.8%9.8%4.5%2.8%1.6%1.1%
Jan 202624.5%17.3%20%12.1%6.6%8%5.6%2.9%2%1.1%
Feb 202622.9%18.1%18.4%13.4%6%9%5.9%3.2%1.8%1.2%
Mar 202621.8%21.4%17.1%12.6%6.9%8.4%5.4%3.2%2.1%1.1%
Apr 202623.3%20.3%17.5%12.7%5.7%8.6%6%3%1.7%1.2%
May 202622.5%19.9%18.3%13.1%6%9%5.1%3.2%1.8%0.99%
Jun 202623.4%19.9%18.8%11.7%6.1%9.2%5.2%2.9%1.8%1%
Jul 202624.1%19.6%17.6%12.8%5.8%8.6%5.6%3.1%1.7%0.95%
Aug 202623.1%20.7%18.1%12.5%6.7%8.1%5.7%2.5%1.6%0.9%
Sep 202623.7%19.6%17.8%11.9%8%8%5.6%2.8%1.6%1.1%

  1. 1.Sensodyne

    23.7%

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

  2. 2.Colgate

    19.6%

    Held 2nd. 736K estimated branded searches, -3.9% vs prior month. Share -1.2 points.

  3. 3.Oral-B

    17.8%

    Held 3rd. 669K estimated branded searches, 0% vs prior month. Share -0.3 points.

  4. 4.Listerine

    11.9%

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

  5. 5.Philips Sonicare

    8%

    Moved from 6th to 5th. 301K estimated branded searches, +22.4% vs prior month. Share +1.3 points.

  6. 6.Waterpik

    8%

    Moved from 5th to 6th. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.TheraBreath

    5.6%

    Held 7th. 209K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Corsodyl

    2.8%

    Held 8th. 107K estimated branded searches, +14.4% vs prior month. Share +0.3 points.

  9. 9.Crest

    1.6%

    Held 9th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Macleans

    1.1%

    Held 10th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

Compare popularity between Crest and its closest rivals

Every comparison with Crest

14 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Crest worldwide held steady at 60.5K.
  • Across the 12 months ending September 2026, Crest’s share of searches among oral care brands worldwide held steady, from 1.7% to 1.6%.

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

6 changes

  1. In September 2026, Philips Sonicare overtook Waterpik to rank 5th among oral care brands worldwide, with 8% of the searches.

  2. In September 2026, Sensodyne gained share of searches among oral care brands worldwide, from 23.1% to 23.7%.

  3. In September 2026, Colgate lost share of searches among oral care brands worldwide, from 20.7% to 19.6%.

  4. In September 2026, Listerine lost share of searches among oral care brands worldwide, from 12.5% to 11.9%.

  5. Waterpik’s share of searches among oral care brands worldwide has lost ground for 3 months in a row, from 9.2% to 8% in September 2026.

  6. Estimated monthly branded searches for TheraBreath worldwide rose 31% over 12 measured months, from 160K to 209K in September 2026.

How are Crest’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Crest’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.

  • crest toothpaste

Do you work for Crest? 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

Where does Crest compete?

Crest is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Oral care brands9th of 101.6%Shown above
Toothpaste brands5th of 62.3%Show ranking
Whitening toothpaste brands3rd of 33.6%Show ranking
Tooth whitening products4th of 63.7%Show ranking
Teeth whitening strip brands4th of 53.8%Show ranking
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Is Crest your brand?

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