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 3.6% estimated Share of Search among whitening toothpaste brands worldwide and is ranked 3rd 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 Crest?
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 Crest and its closest rivals
Every comparison with Crest
7 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 estimated Share of Search among whitening toothpaste brands worldwide decreased from 4.2% to 3.6%.
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 Crest compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Toothpaste brands | 4th of 5 | 2.4% | Show ranking |
| Tooth whitening products | 4th of 6 | 3.5% | Show ranking |
| Teeth whitening strip brands | 4th of 5 | 3.6% | Show ranking |
| Whitening toothpaste brands | 3rd of 3 | 3.6% | Shown above |
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
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Is Crest your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.