Brandwave

How popular isCrest in search?

In September 2026, there were an estimated 60.5K branded searches for Crest worldwide which held steady over the last 12 months. Crest holds 2.5% estimated Share of Search among toothpaste brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Sensodyne37.1%
  2. Colgate30.6%
  3. Oral-B27.8%
  4. Crest2.5%
  5. Arm and Hammer1.9%
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Where does Crest compete?

Crest 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
Toothpaste brands4th of 52.5%Shown below
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

Which toothpaste brands compete with Crest?

Crest against toothpaste brands worldwide, by month

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

View monthly share of search table
MonthSensodyneColgateOral-BCrestArm and Hammer
Oct 202532%29.6%33.7%2.7%2.1%
Nov 202529.6%23.7%42.6%2.5%1.5%
Dec 202532.3%24.8%38.8%2.6%1.6%
Jan 202637.8%26.7%30.8%3%1.6%
Feb 202636.8%29%29.5%2.9%1.8%
Mar 202634.3%33.6%26.8%3.2%2%
Apr 202636.4%31.6%27.3%2.7%2%
May 202635.2%31.2%28.7%2.8%2.1%
Jun 202635.8%30.5%28.7%2.8%2.2%
Jul 202637.4%30.5%27.4%2.7%2%
Aug 202635.6%32%27.9%2.5%1.9%
Sep 202637.1%30.6%27.8%2.5%1.9%

  1. 1.Sensodyne

    37.1%

    Held 1st. 891K estimated branded searches, +4.4% vs prior month. Share +1.4 points.

  2. 2.Colgate

    30.6%

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

  3. 3.Oral-B

    27.8%

    Held 3rd. 669K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Crest

    2.5%

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

  5. 5.Arm and Hammer

    1.9%

    Held 5th. 45.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Crest and its closest rivals

Every comparison with Crest

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

  • 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 estimated Share of Search among toothpaste brands worldwide held steady, from 2.7% to 2.5%.

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

  1. In September 2026, Sensodyne gained estimated Share of Search among toothpaste brands worldwide, from 35.6% to 37.1%.

  2. In September 2026, Colgate lost estimated Share of Search among toothpaste brands worldwide, from 32% to 30.6%.

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

How is Crest measured?

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.

1 branded search term

  • 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

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