American Standard vs Toto:Which is more popular?

Name: American Standard vs Toto: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Toto had more branded searches than American Standard among toilet brands worldwide. Toto had about 120,000 branded searches, while American Standard had 74,000. Toto made up 18.5% 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 Toto each appeared in four of the five answers. Toto was mentioned before American Standard in every answer.

Among toilet brands worldwide in September 2026

Who do people search for more?

Toto, about 63% more searches than American Standard

Toto 120K searchesAmerican Standard 74K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

American Standard in 4 of 5Toto in 4 of 5

Who does AI recommend more?

Toto, named ahead of American Standard in every answer

Toto first in 4American Standard never first

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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 Toto were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Toto was listed before American Standard in every answer.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Kohler	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Toto	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
American Standard	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Duravit	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Caroma	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Methven	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which toilet brand should I buy?”
1. 1Toto
2. 2American Standard
3. 3Kohler
Asked ChatGPT
“What are the best toilet brands?”
1. 1Toto
2. 2Kohler
3. 3American Standard
4. 4Duravit
Asked ChatGPT
“What's the best toilet brand for bathroom renovation?”
1. 1Toto
2. 2Kohler
3. 3American Standard
Searched Google, AI Overview
“toilet brands”
1. 1Toto
2. 2Kohler
3. 3American Standard
4. 4Duravit
Searched Google, AI Overview
“one piece toilet”

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 Toto more popular in search?

This chart shows how often people search Google for American Standard and Toto 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 Toto among toilet brands worldwide, by month

Month	Kohler	Toto	American Standard	Duravit	Caroma	Methven
Oct 2025	51.1%	20.5%	12.6%	12.6%	3.1%	0.1%
Nov 2025	53.6%	21.5%	10.8%	10.8%	3.2%	0.09%
Dec 2025	48.9%	24%	12%	12%	2.9%	0.08%
Jan 2026	49.1%	23.7%	12.1%	12.1%	3%	0.1%
Feb 2026	48.8%	23.6%	12%	12%	3.6%	0.1%
Mar 2026	53.8%	21.3%	10.8%	10.8%	3.2%	0.11%
Apr 2026	53.8%	21.3%	10.8%	10.8%	3.2%	0.11%
May 2026	48.4%	23.4%	11.9%	11.9%	4.4%	0.12%
Jun 2026	48.8%	23.6%	12%	12%	3.6%	0.12%
Jul 2026	49.8%	24.1%	12.3%	10%	3.7%	0.12%
Aug 2026	53.2%	21.4%	10.7%	10.7%	3.9%	0.1%
Sep 2026	56.6%	18.5%	11.4%	9.3%	4.2%	0.09%

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

3 findings

Toto 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, Toto’s share of searches among toilet brands worldwide moved from 20.5% to 18.5%, and its estimated monthly branded searches moved from 148K to 120K.

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

2 changes

In September 2026, American Standard gained share of searches among toilet brands worldwide, from 10.7% to 11.4%.
In September 2026, Toto lost share of searches among toilet brands worldwide, from 21.4% to 18.5%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using American Standard’s and Toto’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.