Toothpaste brands:Which brands are most popular in search?
In August 2026, Oral-B was the most searched among toothpaste brands worldwide, with an estimated 760K branded searches and 45.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Oral-B45.3%
Colgate26.8%
Sensodyne21.9%
Crest3.6%
Arm and Hammer2.4%
Follow toothpaste brands and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Share of SearchLeaderboard
Compare the toothpaste 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 by month for Oral-B, Colgate, Sensodyne, Crest, Arm and Hammer. The figures are in the table below the chart.
View monthly share of search table
| Month | Oral-B | Colgate | Sensodyne | Crest | Arm and Hammer |
|---|---|---|---|---|---|
| Oct 2025 | 47.8% | 25.6% | 20.9% | 3.4% | 2.3% |
| Nov 2025 | 58.7% | 18.3% | 18.3% | 3% | 1.6% |
| Dec 2025 | 56% | 19.5% | 19.5% | 3.2% | 1.8% |
| Jan 2026 | 48.2% | 20.6% | 25.2% | 4.1% | 1.9% |
| Feb 2026 | 45.9% | 24% | 24% | 3.9% | 2.2% |
| Mar 2026 | 43.1% | 27.5% | 22.5% | 4.5% | 2.5% |
| Apr 2026 | 45.1% | 24.1% | 24.1% | 4% | 2.7% |
| May 2026 | 45.1% | 24.1% | 24.1% | 4% | 2.7% |
| Jun 2026 | 45.7% | 23.9% | 23.9% | 3.9% | 2.6% |
| Jul 2026 | 45.7% | 23.9% | 23.9% | 3.9% | 2.6% |
| Aug 2026 | 45.3% | 26.8% | 21.9% | 3.6% | 2.4% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.3% | 760K | +7.8% | -0.5 points | |
| 2, held 2nd | 26.8% | 450K | +22.3% | +2.9 points | |
| 3, held 3rd | 21.9% | 368K | 0% | -1.9 points | |
| 4, held 4th | 3.6% | 60.5K | 0% | -0.3 points | |
| 5, held 5th | 2.4% | 40.5K | 0% | -0.2 points |
1.
Oral-B45.3%
Held 1st. 760K estimated branded searches, +7.8% vs prior month. Share -0.5 points.
2.
Colgate26.8%
Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +2.9 points.
21.9%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -1.9 points.
4.
Crest3.6%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
2.4%
Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between leading brands
- Oral-B vs Colgate: compare search popularity
- Oral-B vs Sensodyne: compare search popularity
- Oral-B vs Crest: compare search popularity
- Oral-B vs Arm and Hammer: compare search popularity
- Colgate vs Sensodyne: compare search popularity
- Colgate vs Crest: compare search popularity
- Colgate vs Arm and Hammer: compare search popularity
- Sensodyne vs Crest: compare search popularity
- Sensodyne vs Arm and Hammer: compare search popularity
- Crest vs Arm and Hammer: compare search popularity
- Compare any of these brands
Which brand is most popular in search among toothpaste brands worldwide?
5 brands
In August 2026, Oral-B was the most searched among toothpaste brands worldwide, with an estimated 760K branded searches and 45.3% estimated Share of Search within this set. Colgate is in 2nd place, 18.5 percentage points behind at 26.8% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Oral-B | 47.8% → 45.3% | 58.7%Nov 2025 | 43.1%Mar 2026 | 1st |
| Colgate | 25.6% → 26.8% | 27.5%Mar 2026 | 18.3%Nov 2025 | 2nd |
| Sensodyne | 20.9% → 21.9% | 25.2%Jan 2026 | 18.3%Nov 2025 | 3rd |
| Crest | 3.4% → 3.6% | 4.5%Mar 2026 | 3%Nov 2025 | 4th |
| Arm and Hammer | 2.3% → 2.4% | 2.7%Apr 2026 | 1.6%Nov 2025 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Oral-B’s estimated Share of Search among toothpaste brands worldwide decreased from 47.8% to 45.3%.
- Across the 11 months ending August 2026, Colgate’s estimated Share of Search among toothpaste brands worldwide increased from 25.6% to 26.8%.
- Across the 11 months ending August 2026, Sensodyne’s estimated Share of Search among toothpaste brands worldwide increased from 20.9% to 21.9%.
- Across the 11 months ending August 2026, Oral-B’s estimated Share of Search among toothpaste brands worldwide peaked at 58.7% in November 2025 and was lowest at 43.1% in March 2026.
- Across the 11 months ending August 2026, Colgate’s estimated Share of Search among toothpaste brands worldwide peaked at 27.5% in March 2026 and was lowest at 18.3% in November 2025.
- Across the 11 months ending August 2026, Sensodyne’s estimated Share of Search among toothpaste brands worldwide peaked at 25.2% in January 2026 and was lowest at 18.3% in November 2025.
- Across the 11 months ending August 2026, Crest’s estimated Share of Search among toothpaste brands worldwide peaked at 4.5% in March 2026 and was lowest at 3% in November 2025.
- Across the 11 months ending August 2026, Arm and Hammer’s estimated Share of Search among toothpaste brands worldwide peaked at 2.7% in April 2026 and was lowest at 1.6% in November 2025.
- Across the 11 months ending August 2026, Crest and Arm and Hammer held steady: their estimated Share of Search among toothpaste brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for toothpaste brands worldwide in August 2026?
2 changes
In August 2026, Colgate gained estimated Share of Search among toothpaste brands worldwide, from 23.9% to 26.8%.
In August 2026, Sensodyne lost estimated Share of Search among toothpaste brands worldwide, from 23.9% to 21.9%.
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.