Brandwave

How popular isToto in search?

In August 2026, there were an estimated 4.1M branded searches for Toto worldwide which held steady over the last 11 months. Toto holds 89.7% estimated Share of Search among toilet brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Toto89.7%
  2. Kohler8.1%
  3. American Standard1.6%
  4. Caroma0.59%
  5. Methven0.02%
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Which toilet brands compete with Toto?

Toto against toilet brands worldwide, by month

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

View monthly share of search table
MonthTotoKohlerAmerican StandardCaromaMethven
Oct 202589.5%8.1%2%0.49%0.02%
Nov 202589.8%8.1%1.6%0.49%0.01%
Dec 202591.2%6.7%1.7%0.4%0.01%
Jan 202689.5%8.1%2%0.49%0.02%
Feb 202691.1%6.7%1.6%0.49%0.01%
Mar 202691.5%6.7%1.4%0.41%0.01%
Apr 202691.5%6.7%1.4%0.41%0.01%
May 202692.5%5.6%1.4%0.5%0.01%
Jun 202692.6%5.6%1.4%0.41%0.01%
Jul 202691.1%6.7%1.6%0.49%0.02%
Aug 202689.7%8.1%1.6%0.59%0.02%
Sep 2026—————

  1. 1.Toto

    89.7%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share -1.4 points.

  2. 2.Kohler

    8.1%

    Held 2nd. 368K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  3. 3.American Standard

    1.6%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Caroma

    0.59%

    Held 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.

  5. 5.Methven

    0.02%

    Held 5th. 720 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Toto and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Toto worldwide held steady at 4.1M.
  • Across the 11 months ending August 2026, Toto’s estimated Share of Search among toilet brands worldwide peaked at 92.6% in June 2026 and was lowest at 89.5% in October 2025.

How did search popularity change for toilet brands worldwide in August 2026?

  1. In August 2026, Kohler gained estimated Share of Search among toilet brands worldwide, from 6.7% to 8.1%.

  2. In August 2026, Toto lost estimated Share of Search among toilet brands worldwide, from 91.1% to 89.7%.

  3. Estimated monthly branded searches for Caroma worldwide rose 22.1% over 11 measured months, from 22.2K to 27.1K in August 2026.

  4. Estimated monthly branded searches for American Standard worldwide fell 18.2% over 11 measured months, from 90.5K to 74K in August 2026.

Where does Toto compete?

Toto is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Toilet brands1st of 589.7%Shown above
Toilet seat brands1st of 691%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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • toto

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How the Brand Demand Index is measured

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