Brandwave

How popular isToto in search?

In September 2026, there were an estimated 121K branded searches for Toto worldwide which is down 18.3% over the last 12 months. Toto holds 0.01% estimated Share of Search among hand dryer brands worldwide and is ranked 3rd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Dyson69.1%
  2. Mitsubishi30.9%
  3. Toto0.01%
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Which hand dryer brands compete with Toto?

Toto against hand dryer brands worldwide, by month

Share of Search by month for Dyson, Mitsubishi, Toto. The figures are in the table below the chart.

View monthly share of search table
MonthDysonMitsubishiToto
Oct 202564.6%35.4%0.01%
Nov 202573.2%26.8%<0.01%
Dec 202573.2%26.8%0.02%
Jan 202664.6%35.4%0.02%
Feb 202659.9%40.1%0.02%
Mar 202659.9%40.1%0.01%
Apr 202659.9%40.1%0.01%
May 202659.9%40.1%0.01%
Jun 202664.6%35.4%0.02%
Jul 202659.9%40.1%0.02%
Aug 202659.9%40.1%0.02%
Sep 202669.1%30.9%0.01%

  1. 1.Dyson

    69.1%

    Held 1st. 5M estimated branded searches, +22.2% vs prior month. Share +9.2 points.

  2. 2.Mitsubishi

    30.9%

    Held 2nd. 2.2M estimated branded searches, -18.2% vs prior month. Share -9.2 points.

  3. 3.Toto

    0.01%

    Held 3rd. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Compare search popularity between Toto and its closest rivals

Every comparison with Toto

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Toto worldwide fell from 149K to 121K.
  • Across the 12 months ending September 2026, Toto’s estimated Share of Search among hand dryer brands worldwide held steady at 0.01%.

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

  1. In September 2026, Dyson gained estimated Share of Search among hand dryer brands worldwide, from 59.9% to 69.1%.

  2. In September 2026, Mitsubishi lost estimated Share of Search among hand dryer brands worldwide, from 40.1% to 30.9%.

Where does Toto compete?

Toto is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hand dryer brands3rd of 30.01%Shown above
Toilet brands2nd of 520.4%Show ranking
Toilet seat brands2nd of 622.7%Show ranking

How is Toto measured?

Brandwave collects information about searches that people make online using Toto’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

  • toto hand dryer
  • toto seat
  • toto toilet
  • toto toilet seat

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How the Brand Demand Index is measured

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