--- title: "Oral care brands: Which are searched most?" description: "Compare the toothpaste and electric toothbrush brands people buy. Share of Search among Sensodyne, Colgate, Oral-B, Listerine, Philips Sonicare, Waterpik, Corsodyl and Macleans, the oral care brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/oral-care-brands" publisher: "Brandwave" --- # Oral care brands: Which are searched most? Compare the toothpaste and electric toothbrush brands people buy. Share of Search among Sensodyne, Colgate, Oral-B, Listerine, Philips Sonicare, Waterpik, Corsodyl and Macleans, the oral care brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Oral care brands - **Market**: Global - **Brands compared**: 8 - **Month measured**: Sep 2026 - **Highest Share of Search**: Sensodyne, 25.5% ## 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 25.5% estimated Share of Search within this set. - Colgate is in 2nd place, 4.4 percentage points behind at 21.1% Share of Search. - Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among oral care brands worldwide increased from 21.4% to 25.5%. - Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide increased from 19.9% to 21.1%. - Across the 12 months ending September 2026, Oral-B’s estimated Share of Search among oral care brands worldwide decreased from 22.6% to 19.2%. - Across the 12 months ending September 2026, Philips Sonicare’s estimated Share of Search among oral care brands worldwide increased from 7.4% to 8.6%. - Across the 12 months ending September 2026, Waterpik’s estimated Share of Search among oral care brands worldwide decreased from 11.1% to 8.6%. - Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among oral care brands worldwide peaked at 26.5% in January 2026 and was lowest at 20.1% in November 2025. - Across the 12 months ending September 2026, Colgate’s estimated Share of Search among oral care brands worldwide peaked at 23.2% in March 2026 and was lowest at 16% in November 2025. - Across the 12 months ending September 2026, Oral-B’s estimated Share of Search among oral care brands worldwide peaked at 28.8% in November 2025 and was lowest at 18.5% in March 2026. - Across the 12 months ending September 2026, Listerine’s estimated Share of Search among oral care brands worldwide peaked at 14.5% in February 2026 and was lowest at 10.6% in November 2025. - Across the 12 months ending September 2026, Philips Sonicare’s estimated Share of Search among oral care brands worldwide peaked at 10.4% in December 2025 and was lowest at 6.2% in April 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, Colgate rose from 3rd to 2nd among oral care brands worldwide. - Across the 12 months ending September 2026, Oral-B fell from 1st to 3rd among oral care brands worldwide. - Across the 12 months ending September 2026, Philips Sonicare 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, Listerine, Corsodyl and Macleans held steady: their estimated Share of Search among oral care brands worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Sensodyne vs Colgate: compare search popularity](/demand/global-en/compare/colgate-vs-sensodyne): 25.5% against 21.1% Share of Search. - [Sensodyne vs Oral-B: compare search popularity](/demand/global-en/compare/oral-b-vs-sensodyne): 25.5% against 19.2% Share of Search. - [Sensodyne vs Listerine: compare search popularity](/demand/global-en/compare/listerine-vs-sensodyne): 25.5% against 12.8% Share of Search. - [Sensodyne vs Philips Sonicare: compare search popularity](/demand/global-en/compare/philips-sonicare-vs-sensodyne): 25.5% against 8.6% Share of Search. - [Colgate vs Oral-B: compare search popularity](/demand/global-en/compare/colgate-vs-oral-b): 21.1% against 19.2% Share of Search. - [Colgate vs Listerine: compare search popularity](/demand/global-en/compare/colgate-vs-listerine): 21.1% against 12.8% Share of Search. - [Colgate vs Philips Sonicare: compare search popularity](/demand/global-en/compare/colgate-vs-philips-sonicare): 21.1% against 8.6% Share of Search. - [Oral-B vs Listerine: compare search popularity](/demand/global-en/compare/listerine-vs-oral-b): 19.2% against 12.8% Share of Search. - [Oral-B vs Philips Sonicare: compare search popularity](/demand/global-en/compare/oral-b-vs-philips-sonicare): 19.2% against 8.6% Share of Search. - [Listerine vs Philips Sonicare: compare search popularity](/demand/global-en/compare/listerine-vs-philips-sonicare): 12.8% against 8.6% Share of Search. ## How did search popularity change for oral care brands worldwide in September 2026? - In September 2026, Philips Sonicare overtook Waterpik to rank 5th among oral care brands worldwide, with 8.6% estimated Share of Search. - In September 2026, Sensodyne gained estimated Share of Search among oral care brands worldwide, from 24.9% to 25.5%. - In September 2026, Colgate lost estimated Share of Search among oral care brands worldwide, from 22.4% to 21.1%. - In September 2026, Listerine lost estimated Share of Search among oral care brands worldwide, from 13.5% to 12.8%. - Waterpik’s estimated Share of Search among oral care brands worldwide has lost ground for 3 months in a row, from 9.9% to 8.6% in September 2026. - Estimated monthly branded searches for Oral-B worldwide fell 10.9% over 12 measured months, from 751K to 669K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Sensodyne | 25.5% | 891K | +4.4% | Sensodyne | | 2 | Colgate | 21.1% | 736K | -3.9% | Colgate | | 3 | Oral-B | 19.2% | 669K | 0.0% | Procter & Gamble | | 4 | Listerine | 12.8% | 447K | -3.6% | Listerine | | 5 | Philips Sonicare | 8.6% | 301K | +22.4% | Philips | | 6 | Waterpik | 8.6% | 301K | 0.0% | Waterpik | | 7 | Corsodyl | 3.1% | 107K | +14.4% | Corsodyl | | 8 | Macleans | 1.2% | 40.5K | +22.4% | Macleans | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Oral-B | 751K | 22.6% | 1 | | Oct 2025 | Sensodyne | 713K | 21.4% | 2 | | Oct 2025 | Colgate | 661K | 19.9% | 3 | | Oct 2025 | Listerine | 438K | 13.2% | 4 | | Oct 2025 | Waterpik | 368K | 11.1% | 5 | | Oct 2025 | Philips Sonicare | 246K | 7.4% | 6 | | Oct 2025 | Corsodyl | 107K | 3.2% | 7 | | Oct 2025 | Macleans | 40.5K | 1.2% | 8 | | Nov 2025 | Oral-B | 1M | 28.8% | 1 | | Nov 2025 | Sensodyne | 724K | 20.1% | 2 | | Nov 2025 | Colgate | 579K | 16% | 3 | | Nov 2025 | Listerine | 383K | 10.6% | 4 | | Nov 2025 | Philips Sonicare | 368K | 10.2% | 5 | | Nov 2025 | Waterpik | 368K | 10.2% | 6 | | Nov 2025 | Corsodyl | 107K | 3% | 7 | | Nov 2025 | Macleans | 40.5K | 1.1% | 8 | | Dec 2025 | Oral-B | 918K | 26% | 1 | | Dec 2025 | Sensodyne | 765K | 21.6% | 2 | | Dec 2025 | Colgate | 588K | 16.6% | 3 | | Dec 2025 | Listerine | 383K | 10.8% | 4 | | Dec 2025 | Philips Sonicare | 368K | 10.4% | 5 | | Dec 2025 | Waterpik | 368K | 10.4% | 6 | | Dec 2025 | Corsodyl | 107K | 3% | 7 | | Dec 2025 | Macleans | 40.5K | 1.1% | 8 | | Jan 2026 | Sensodyne | 922K | 26.5% | 1 | | Jan 2026 | Oral-B | 751K | 21.6% | 2 | | Jan 2026 | Colgate | 651K | 18.7% | 3 | | Jan 2026 | Listerine | 454K | 13.1% | 4 | | Jan 2026 | Waterpik | 301K | 8.7% | 5 | | Jan 2026 | Philips Sonicare | 246K | 7.1% | 6 | | Jan 2026 | Corsodyl | 107K | 3.1% | 7 | | Jan 2026 | Macleans | 40.5K | 1.2% | 8 | | Feb 2026 | Sensodyne | 765K | 24.8% | 1 | | Feb 2026 | Oral-B | 614K | 19.9% | 2 | | Feb 2026 | Colgate | 604K | 19.6% | 3 | | Feb 2026 | Listerine | 447K | 14.5% | 4 | | Feb 2026 | Waterpik | 301K | 9.8% | 5 | | Feb 2026 | Philips Sonicare | 201K | 6.5% | 6 | | Feb 2026 | Corsodyl | 107K | 3.5% | 7 | | Feb 2026 | Macleans | 40.5K | 1.3% | 8 | | Mar 2026 | Sensodyne | 785K | 23.6% | 1 | | Mar 2026 | Colgate | 769K | 23.2% | 2 | | Mar 2026 | Oral-B | 614K | 18.5% | 3 | | Mar 2026 | Listerine | 452K | 13.6% | 4 | | Mar 2026 | Waterpik | 301K | 9.1% | 5 | | Mar 2026 | Philips Sonicare | 246K | 7.4% | 6 | | Mar 2026 | Corsodyl | 115K | 3.4% | 7 | | Mar 2026 | Macleans | 40.5K | 1.2% | 8 | | Apr 2026 | Sensodyne | 820K | 25.3% | 1 | | Apr 2026 | Colgate | 712K | 22% | 2 | | Apr 2026 | Oral-B | 614K | 18.9% | 3 | | Apr 2026 | Listerine | 447K | 13.8% | 4 | | Apr 2026 | Waterpik | 301K | 9.3% | 5 | | Apr 2026 | Philips Sonicare | 201K | 6.2% | 6 | | Apr 2026 | Corsodyl | 107K | 3.3% | 7 | | Apr 2026 | Macleans | 40.5K | 1.2% | 8 | | May 2026 | Sensodyne | 754K | 24.2% | 1 | | May 2026 | Colgate | 668K | 21.4% | 2 | | May 2026 | Oral-B | 614K | 19.7% | 3 | | May 2026 | Listerine | 438K | 14% | 4 | | May 2026 | Waterpik | 301K | 9.7% | 5 | | May 2026 | Philips Sonicare | 201K | 6.5% | 6 | | May 2026 | Corsodyl | 107K | 3.4% | 7 | | May 2026 | Macleans | 33.1K | 1.1% | 8 | | Jun 2026 | Sensodyne | 765K | 25.2% | 1 | | Jun 2026 | Colgate | 651K | 21.4% | 2 | | Jun 2026 | Oral-B | 614K | 20.2% | 3 | | Jun 2026 | Listerine | 383K | 12.6% | 4 | | Jun 2026 | Waterpik | 301K | 9.9% | 5 | | Jun 2026 | Philips Sonicare | 201K | 6.6% | 6 | | Jun 2026 | Corsodyl | 93.6K | 3.1% | 7 | | Jun 2026 | Macleans | 33.1K | 1.1% | 8 | | Jul 2026 | Sensodyne | 840K | 26% | 1 | | Jul 2026 | Colgate | 684K | 21.2% | 2 | | Jul 2026 | Oral-B | 614K | 19% | 3 | | Jul 2026 | Listerine | 447K | 13.8% | 4 | | Jul 2026 | Waterpik | 301K | 9.3% | 5 | | Jul 2026 | Philips Sonicare | 201K | 6.2% | 6 | | Jul 2026 | Corsodyl | 107K | 3.3% | 7 | | Jul 2026 | Macleans | 33.1K | 1% | 8 | | Aug 2026 | Sensodyne | 854K | 24.9% | 1 | | Aug 2026 | Colgate | 766K | 22.4% | 2 | | Aug 2026 | Oral-B | 669K | 19.5% | 3 | | Aug 2026 | Listerine | 463K | 13.5% | 4 | | Aug 2026 | Waterpik | 301K | 8.8% | 5 | | Aug 2026 | Philips Sonicare | 246K | 7.2% | 6 | | Aug 2026 | Corsodyl | 93.6K | 2.7% | 7 | | Aug 2026 | Macleans | 33.1K | 0.97% | 8 | | Sep 2026 | Sensodyne | 891K | 25.5% | 1 | | Sep 2026 | Colgate | 736K | 21.1% | 2 | | Sep 2026 | Oral-B | 669K | 19.2% | 3 | | Sep 2026 | Listerine | 447K | 12.8% | 4 | | Sep 2026 | Philips Sonicare | 301K | 8.6% | 5 | | Sep 2026 | Waterpik | 301K | 8.6% | 6 | | Sep 2026 | Corsodyl | 107K | 3.1% | 7 | | Sep 2026 | Macleans | 40.5K | 1.2% | 8 | ## What is being compared - **Colgate**: Measured on the search terms “colgate”, “colgate toothpaste”, “colgate total” and “colgate wisp”, summed into one figure. - **Corsodyl**: Measured on the search terms “corsodyl” and “corsodyl mouthwash”, summed into one figure. - **Listerine**: Measured on the search terms “listerine”, “listerine mint cool”, “listerine mouthwash” and “listerine total care”, summed into one figure. - **Macleans**: Measured on the search term “macleans”. - **Oral-B**: Measured on the search terms “oral b electric toothbrush” and “oral-b”, summed into one figure. - **Philips Sonicare**: Measured on the search term “philips sonicare”. - **Sensodyne**: Measured on the search terms “sensodyne”, “sensodyne enamel”, “sensodyne rapid relief” and “sensodyne toothpaste”, summed into one figure. - **Waterpik**: Measured on the search term “waterpik”. - [Colgate](/demand/global-en/brands/colgate) - [Corsodyl](/demand/global-en/brands/corsodyl) - [Listerine](/demand/global-en/brands/listerine) - [Macleans](/demand/global-en/brands/macleans) - [Oral-B](/demand/global-en/brands/oral-b) - [Philips Sonicare](/demand/global-en/brands/philips-sonicare) - [Sensodyne](/demand/global-en/brands/sensodyne) - [Waterpik](/demand/global-en/brands/waterpik) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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 25.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Oral care brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/oral-care-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/oral-care-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.