Brandwave

Oral care brands:Which are searched most?

In September 2026, Sensodyne was the most searched among oral care brands worldwide, with an estimated 891K branded searches and 23% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Sensodyne23%
  2. Oral-B19.6%
  3. Colgate19%
  4. Philips Sonicare13.2%
  5. Listerine11.5%
  6. Waterpik9.7%
  7. Corsodyl2.8%
  8. Macleans1%

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Share of SearchLeaderboard

Compare the toothpaste and electric toothbrush brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among oral care brands worldwide, by month

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

View monthly share of search table
MonthSensodyneOral-BColgatePhilips SonicareListerineWaterpikCorsodylMacleans
Oct 202519.3%22.7%17.9%12.4%11.8%11.9%2.9%1.1%
Nov 202517.7%28.7%14.1%15.3%9.3%11.2%2.6%0.99%
Dec 202518.8%25.8%14.4%15.6%9.4%12.3%2.6%0.99%
Jan 202623.5%22%16.6%12.5%11.6%10%2.7%1%
Feb 202622.2%20.4%17.5%11.3%12.9%11.3%3.1%1.2%
Mar 202621.2%19%20.8%12.1%12.2%10.6%3.1%1.1%
Apr 202622.7%19.1%19.7%11.1%12.4%10.9%3%1.1%
May 202621.9%20%19.4%10.9%12.7%10.9%3.1%0.96%
Jun 202622.5%20.7%19.1%11.3%11.2%11.5%2.7%0.97%
Jul 202623.3%19.5%19%11.1%12.4%10.9%3%0.92%
Aug 202622.4%20%20.1%11.7%12.2%10.3%2.5%0.87%
Sep 202623%19.6%19%13.2%11.5%9.7%2.8%1%

This month’s ranking, September 2026

  1. 1.Sensodyne

    23%

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

  2. 2.Oral-B

    19.6%

    Moved from 3rd to 2nd. 760K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Colgate

    19%

    Moved from 2nd to 3rd. 736K estimated branded searches, -3.9% vs prior month. Share -1.1 points.

  4. 4.Philips Sonicare

    13.2%

    Moved from 5th to 4th. 513K estimated branded searches, +14.8% vs prior month. Share +1.5 points.

  5. 5.Listerine

    11.5%

    Moved from 4th to 5th. 447K estimated branded searches, -3.6% vs prior month. Share -0.6 points.

  6. 6.Waterpik

    9.7%

    Held 6th. 375K estimated branded searches, -4.2% vs prior month. Share -0.6 points.

  7. 7.Corsodyl

    2.8%

    Held 7th. 107K estimated branded searches, +14.4% vs prior month. Share +0.3 points.

  8. 8.Macleans

    1%

    Held 8th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

Compare search popularity between leading brands

Which brand is most popular in search among oral care brands worldwide?

In September 2026, Sensodyne was the most searched among oral care brands worldwide, with an estimated 891K branded searches and 23% estimated Share of Search within this set. Oral-B is in 2nd place, 3.4 percentage points behind at 19.6% Share of Search.

Global oral care brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Sensodyne19.3% → 23%23.5%Jan 202617.7%Nov 20252nd → 1st
Oral-B22.7% → 19.6%28.7%Nov 202519%Mar 20261st → 2nd
Colgate17.9% → 19%20.8%Mar 202614.1%Nov 20253rd
Philips Sonicare12.4% → 13.2%15.6%Dec 202510.9%May 20264th
Listerine11.8% → 11.5%12.9%Feb 20269.3%Nov 20256th → 5th
Waterpik11.9% → 9.7%12.3%Dec 20259.7%Sep 20265th → 6th
Corsodyl2.9% → 2.8%3.1%May 20262.5%Aug 20267th
Macleans1.1% → 1%1.2%Feb 20260.87%Aug 20268th

Each finding as a sentence

  • Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among oral care brands worldwide increased from 19.3% to 23%.
  • Across the 12 months ending September 2026, Oral-B’s estimated Share of Search among oral care brands worldwide decreased from 22.7% to 19.6%.
  • Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide increased from 17.9% to 19%.
  • Across the 12 months ending September 2026, Philips Sonicare’s estimated Share of Search among oral care brands worldwide increased from 12.4% to 13.2%.
  • Across the 12 months ending September 2026, Waterpik’s estimated Share of Search among oral care brands worldwide decreased from 11.9% to 9.7%.
  • Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among oral care brands worldwide peaked at 23.5% in January 2026 and was lowest at 17.7% in November 2025.
  • Across the 12 months ending September 2026, Oral-B’s estimated Share of Search among oral care brands worldwide peaked at 28.7% in November 2025 and was lowest at 19% in March 2026.
  • Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide peaked at 20.8% in March 2026 and was lowest at 14.1% in November 2025.
  • Across the 12 months ending September 2026, Philips Sonicare’s estimated Share of Search among oral care brands worldwide peaked at 15.6% in December 2025 and was lowest at 10.9% in May 2026.
  • Across the 12 months ending September 2026, Listerine’s estimated Share of Search among oral care brands worldwide peaked at 12.9% in February 2026 and was lowest at 9.3% in November 2025.
  • Across the 12 months ending September 2026, Waterpik’s estimated Share of Search among oral care brands worldwide peaked at 12.3% in December 2025 and was lowest at 9.7% in September 2026.
  • Across the 12 months ending September 2026, Sensodyne rose from 2nd to 1st among oral care brands worldwide.
  • Across the 12 months ending September 2026, Oral-B fell from 1st to 2nd among oral care brands worldwide.
  • Across the 12 months ending September 2026, Listerine rose from 6th to 5th among oral care brands worldwide.
  • Across the 12 months ending September 2026, Waterpik fell from 5th to 6th among oral care brands worldwide.
  • Across the 12 months ending September 2026, Corsodyl and Macleans held steady: their estimated Share of Search among oral care brands worldwide each moved less than 0.5 percentage points.

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

  1. In September 2026, Philips Sonicare overtook Listerine to rank 4th among oral care brands worldwide, with 13.2% estimated Share of Search.

  2. In September 2026, Sensodyne gained estimated Share of Search among oral care brands worldwide, from 22.4% to 23%.

  3. In September 2026, Colgate lost estimated Share of Search among oral care brands worldwide, from 20.1% to 19%.

  4. In September 2026, Listerine lost estimated Share of Search among oral care brands worldwide, from 12.2% to 11.5%.

  5. In September 2026, Waterpik lost estimated Share of Search among oral care brands worldwide, from 10.3% to 9.7%.

  6. In September 2026, Oral-B rose from 3rd to 2nd among oral care brands worldwide.

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