Brandwave

American Standard vs Kohler:Which is more popular?

In September 2026, Kohler had more branded searches than American Standard among toilet brands worldwide. Kohler had about 368,000 branded searches, while American Standard had 74,000. Kohler made up 56.6% of all toilet brand searches we track, and American Standard accounted for 11.4%. When we asked ChatGPT and Google AI Overviews about toilet brands, American Standard and Kohler each appeared in four of the five answers. Kohler was mentioned before American Standard in three out of four answers.

Among toilet brands worldwide in September 2026

Who do people search for more?

Kohler, about 5 searches for every 1 for American Standard

Kohler 368K searchesAmerican Standard 74K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

American Standard in 4 of 5Kohler in 4 of 5

Who does AI recommend more?

Kohler, named ahead of American Standard in 3 of 4 answers

Kohler first in 3American Standard first in 1

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Top toilet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Standard and Kohler were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Kohler was listed before American Standard in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Toto1st
  2. Kohler2nd
  3. American Standard3rd
  4. Duravit4th
  5. Caroma–
  6. Methven–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kohler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Toto4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • American Standard4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Duravit2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Caroma0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Methven0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toilet brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is American Standard or Kohler more popular in search?

This chart shows how often people search Google for American Standard and Kohler by name. Each line represents a brand's share of searches for all six toilet brands we track, month by month, from English-language searches worldwide.

American Standard and Kohler among toilet brands worldwide, by month

Share of searches by month for Kohler, American Standard. The figures are in the table below the chart.

View monthly share of searches table
MonthKohlerTotoAmerican StandardDuravitCaromaMethven
Oct 202551.1%20.5%12.6%12.6%3.1%0.1%
Nov 202553.6%21.5%10.8%10.8%3.2%0.09%
Dec 202548.9%24%12%12%2.9%0.08%
Jan 202649.1%23.7%12.1%12.1%3%0.1%
Feb 202648.8%23.6%12%12%3.6%0.1%
Mar 202653.8%21.3%10.8%10.8%3.2%0.11%
Apr 202653.8%21.3%10.8%10.8%3.2%0.11%
May 202648.4%23.4%11.9%11.9%4.4%0.12%
Jun 202648.8%23.6%12%12%3.6%0.12%
Jul 202649.8%24.1%12.3%10%3.7%0.12%
Aug 202653.2%21.4%10.7%10.7%3.9%0.1%
Sep 202656.6%18.5%11.4%9.3%4.2%0.09%

How has the American Standard and Kohler comparison changed over the last 12 months?

3 findings
  • Kohler was ahead of American Standard in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, American Standard’s share of searches among toilet brands worldwide moved from 12.6% to 11.4%, and its estimated monthly branded searches moved from 90.5K to 74K.
  • Across the 12 months ending September 2026, Kohler’s share of searches among toilet brands worldwide moved from 51.1% to 56.6%, and its estimated monthly branded searches held steady at 368K.

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

2 changes

  1. In September 2026, Kohler gained share of searches among toilet brands worldwide, from 53.2% to 56.6%.

  2. In September 2026, American Standard gained share of searches among toilet brands worldwide, from 10.7% to 11.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using American Standard’s and Kohler’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

American Standard

1 branded search term

  • american standard

Kohler

1 branded search term

  • kohler

How the Brand Demand Index is measured

Other head-to-heads among toilet brands

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