---
title: "Toothpaste brands: Which brands are most popular in search?"
description: "Compare the toothpaste brands people buy. Share of Search among Oral-B, Colgate, Sensodyne, Crest and Arm and Hammer, the toothpaste 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/toothpaste-brands"
publisher: "Brandwave"
---

# Toothpaste brands: Which brands are most popular in search?

Compare the toothpaste brands people buy. Share of Search among Oral-B, Colgate, Sensodyne, Crest and Arm and Hammer, the toothpaste 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**: Toothpaste brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Oral-B, 45.3%

## Which brand is most popular in search among toothpaste brands worldwide?

- 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.
- 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.

## Compare search popularity between leading brands

- [Oral-B vs Colgate: compare search popularity](/demand/global-en/compare/colgate-vs-oral-b): 45.3% against 26.8% Share of Search.
- [Oral-B vs Sensodyne: compare search popularity](/demand/global-en/compare/oral-b-vs-sensodyne): 45.3% against 21.9% Share of Search.
- [Oral-B vs Crest: compare search popularity](/demand/global-en/compare/crest-toothpaste-vs-oral-b): 45.3% against 3.6% Share of Search.
- [Oral-B vs Arm and Hammer: compare search popularity](/demand/global-en/compare/arm-and-hammer-vs-oral-b): 45.3% against 2.4% Share of Search.
- [Colgate vs Sensodyne: compare search popularity](/demand/global-en/compare/colgate-vs-sensodyne): 26.8% against 21.9% Share of Search.
- [Colgate vs Crest: compare search popularity](/demand/global-en/compare/colgate-vs-crest-toothpaste): 26.8% against 3.6% Share of Search.
- [Colgate vs Arm and Hammer: compare search popularity](/demand/global-en/compare/arm-and-hammer-vs-colgate): 26.8% against 2.4% Share of Search.
- [Sensodyne vs Crest: compare search popularity](/demand/global-en/compare/crest-toothpaste-vs-sensodyne): 21.9% against 3.6% Share of Search.
- [Sensodyne vs Arm and Hammer: compare search popularity](/demand/global-en/compare/arm-and-hammer-vs-sensodyne): 21.9% against 2.4% Share of Search.
- [Crest vs Arm and Hammer: compare search popularity](/demand/global-en/compare/arm-and-hammer-vs-crest-toothpaste): 3.6% against 2.4% Share of Search.

## How did search popularity change for toothpaste brands worldwide in August 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Oral-B | 45.3% | 760K | +7.8% | Procter & Gamble |
| 2 | Colgate | 26.8% | 450K | +22.3% | Colgate |
| 3 | Sensodyne | 21.9% | 368K | 0.0% | Sensodyne |
| 4 | Crest | 3.6% | 60.5K | 0.0% | Crest |
| 5 | Arm and Hammer | 2.4% | 40.5K | 0.0% | Arm and Hammer |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Oral-B | 842K | 47.8% | 1 |
| Oct 2025 | Colgate | 450K | 25.6% | 2 |
| Oct 2025 | Sensodyne | 368K | 20.9% | 3 |
| Oct 2025 | Crest | 60.5K | 3.4% | 4 |
| Oct 2025 | Arm and Hammer | 40.5K | 2.3% | 5 |
| Nov 2025 | Oral-B | 1.2M | 58.7% | 1 |
| Nov 2025 | Colgate | 368K | 18.3% | 2 |
| Nov 2025 | Sensodyne | 368K | 18.3% | 3 |
| Nov 2025 | Crest | 60.5K | 3% | 4 |
| Nov 2025 | Arm and Hammer | 33.1K | 1.6% | 5 |
| Dec 2025 | Oral-B | 1.1M | 56% | 1 |
| Dec 2025 | Colgate | 368K | 19.5% | 2 |
| Dec 2025 | Sensodyne | 368K | 19.5% | 3 |
| Dec 2025 | Crest | 60.5K | 3.2% | 4 |
| Dec 2025 | Arm and Hammer | 33.1K | 1.8% | 5 |
| Jan 2026 | Oral-B | 862K | 48.2% | 1 |
| Jan 2026 | Sensodyne | 450K | 25.2% | 2 |
| Jan 2026 | Colgate | 368K | 20.6% | 3 |
| Jan 2026 | Crest | 74K | 4.1% | 4 |
| Jan 2026 | Arm and Hammer | 33.1K | 1.9% | 5 |
| Feb 2026 | Oral-B | 705K | 45.9% | 1 |
| Feb 2026 | Colgate | 368K | 24% | 2 |
| Feb 2026 | Sensodyne | 368K | 24% | 3 |
| Feb 2026 | Crest | 60.5K | 3.9% | 4 |
| Feb 2026 | Arm and Hammer | 33.1K | 2.2% | 5 |
| Mar 2026 | Oral-B | 705K | 43.1% | 1 |
| Mar 2026 | Colgate | 450K | 27.5% | 2 |
| Mar 2026 | Sensodyne | 368K | 22.5% | 3 |
| Mar 2026 | Crest | 74K | 4.5% | 4 |
| Mar 2026 | Arm and Hammer | 40.5K | 2.5% | 5 |
| Apr 2026 | Oral-B | 688K | 45.1% | 1 |
| Apr 2026 | Colgate | 368K | 24.1% | 2 |
| Apr 2026 | Sensodyne | 368K | 24.1% | 3 |
| Apr 2026 | Crest | 60.5K | 4% | 4 |
| Apr 2026 | Arm and Hammer | 40.5K | 2.7% | 5 |
| May 2026 | Oral-B | 688K | 45.1% | 1 |
| May 2026 | Colgate | 368K | 24.1% | 2 |
| May 2026 | Sensodyne | 368K | 24.1% | 3 |
| May 2026 | Crest | 60.5K | 4% | 4 |
| May 2026 | Arm and Hammer | 40.5K | 2.7% | 5 |
| Jun 2026 | Oral-B | 705K | 45.7% | 1 |
| Jun 2026 | Colgate | 368K | 23.9% | 2 |
| Jun 2026 | Sensodyne | 368K | 23.9% | 3 |
| Jun 2026 | Crest | 60.5K | 3.9% | 4 |
| Jun 2026 | Arm and Hammer | 40.5K | 2.6% | 5 |
| Jul 2026 | Oral-B | 705K | 45.7% | 1 |
| Jul 2026 | Colgate | 368K | 23.9% | 2 |
| Jul 2026 | Sensodyne | 368K | 23.9% | 3 |
| Jul 2026 | Crest | 60.5K | 3.9% | 4 |
| Jul 2026 | Arm and Hammer | 40.5K | 2.6% | 5 |
| Aug 2026 | Oral-B | 760K | 45.3% | 1 |
| Aug 2026 | Colgate | 450K | 26.8% | 2 |
| Aug 2026 | Sensodyne | 368K | 21.9% | 3 |
| Aug 2026 | Crest | 60.5K | 3.6% | 4 |
| Aug 2026 | Arm and Hammer | 40.5K | 2.4% | 5 |
| Sep 2026 | Arm and Hammer | — | — | — |
| Sep 2026 | Colgate | — | — | — |
| Sep 2026 | Crest | — | — | — |
| Sep 2026 | Oral-B | — | — | — |
| Sep 2026 | Sensodyne | — | — | — |

## What is being compared

- **Arm and Hammer**: Measured on the search term “arm and hammer”.
- **Colgate**: Measured on the search term “colgate”.
- **Crest**: Measured on the search term “crest toothpaste”.
- **Oral-B**: Measured on the search terms “oral b”, “oral b electric toothbrush”, “oral b toothbrush”, “oral-b”, “oralb” and “oralb com”, summed into one figure.
- **Sensodyne**: Measured on the search term “sensodyne”.

- [Arm and Hammer](/demand/global-en/brands/arm-and-hammer)
- [Colgate](/demand/global-en/brands/colgate)
- [Crest](/demand/global-en/brands/crest-toothpaste)
- [Oral-B](/demand/global-en/brands/oral-b)
- [Sensodyne](/demand/global-en/brands/sensodyne)

## 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 toothpaste brands worldwide?

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.

## Cite this page

Brandwave. "Toothpaste brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/toothpaste-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/toothpaste-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.