Kohler vs Toto:Which is more popular?
In September 2026, Kohler had more branded searches than Toto among toilet brands worldwide. Kohler had about 368,000 branded searches, while Toto had 120,000. Kohler made up 56.6% of all toilet brand searches we track, and Toto accounted for 18.5%. When we asked ChatGPT and Google AI Overviews about toilet brands, Kohler and Toto each appeared in four of the five answers. Toto was mentioned before Kohler in every answer.
Who do people search for more?
Kohler, about 3 searches for every 1 for Toto
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Toto, named ahead of Kohler in every answer
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Top toilet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kohler 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 Kohler 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.
- 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?”
Asked ChatGPT
“What are the best toilet brands?”
Asked ChatGPT
“What's the best toilet brand for bathroom renovation?”
Searched Google, AI Overview
“toilet brands”
Searched Google, AI Overview
“one piece toilet”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kohler or Toto more popular in search?
This chart shows how often people search Google for Kohler 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.
Share of searches by month for Kohler, Toto. The figures are in the table below the chart.
View monthly share of searches table
| 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 Kohler and Toto comparison changed over the last 12 months?
3 findings
- Kohler was ahead of Toto in every measured month of the 12 months ending September 2026.
- 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.
- 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, Kohler gained share of searches among toilet brands worldwide, from 53.2% to 56.6%.
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 Kohler’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.
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