Colgate vs Crest:Which is more popular?
In September 2026, Colgate had more branded searches than Crest among toothpaste brands worldwide. Colgate had about 736,000 branded searches, while Crest had 60,500. Colgate made up 28.6% of all toothpaste brand searches we track, and Crest accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about toothpaste brands, Colgate appeared in all five answers and Crest in four. Colgate was mentioned before Crest in three out of five answers.
Who do people search for more?
Colgate, about 12 searches for every 1 for Crest
Who does AI mention more?
Colgate, mentioned in every answer we collected
Who does AI recommend more?
Colgate, named ahead of Crest in 3 of 5 answers
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Top toothpaste brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Colgate appeared in all five answers. Crest was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Colgate was listed before Crest in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Colgate1st
Crest2nd
Sensodyne3rd
Arm and Hammer4th- Parodontax5th
Oral-B–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sensodyne5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Colgate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Crest4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Parodontax3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Arm and Hammer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Oral-B0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toothpaste brands
5 answers
Asked ChatGPT
“Which toothpaste brand should I buy?”
Asked ChatGPT
“What are the best toothpaste brands?”
Asked ChatGPT
“What's the best toothpaste brand for daily brushing?”
Searched Google, AI Overview
“toothpaste brands”
Searched Google, AI Overview
“best toothpaste”
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 Colgate or Crest more popular in search?
This chart shows how often people search Google for Colgate and Crest by name. Each line represents a brand's share of searches for all six toothpaste brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Colgate, Crest. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sensodyne | Colgate | Oral-B | Parodontax | Crest | Arm and Hammer |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.7% | 27.5% | 31.3% | 8.4% | 2.5% | 0.62% |
| Nov 2025 | 27.6% | 22.1% | 39.7% | 7.7% | 2.3% | 0.56% |
| Dec 2025 | 29.5% | 22.7% | 35.4% | 9.5% | 2.3% | 0.57% |
| Jan 2026 | 34.6% | 24.5% | 28.2% | 9.2% | 2.8% | 0.68% |
| Feb 2026 | 33.9% | 26.7% | 27.2% | 8.9% | 2.7% | 0.66% |
| Mar 2026 | 31.4% | 30.7% | 24.5% | 9.8% | 3% | 0.59% |
| Apr 2026 | 33.9% | 29.4% | 25.3% | 8.3% | 2.5% | 0.61% |
| May 2026 | 32.6% | 28.9% | 26.6% | 8.7% | 2.6% | 0.64% |
| Jun 2026 | 33.2% | 28.2% | 26.6% | 8.7% | 2.6% | 0.64% |
| Jul 2026 | 34.8% | 28.3% | 25.4% | 8.3% | 2.5% | 0.61% |
| Aug 2026 | 33.2% | 29.8% | 26.1% | 7.8% | 2.4% | 0.7% |
| Sep 2026 | 34.6% | 28.6% | 26% | 7.8% | 2.3% | 0.7% |
How has the Colgate and Crest comparison changed over the last 12 months?
3 findings
- Colgate was ahead of Crest in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Colgate’s share of searches among toothpaste brands worldwide moved from 27.5% to 28.6%, and its estimated monthly branded searches moved from 661K to 736K.
- Across the 12 months ending September 2026, Crest’s share of searches among toothpaste brands worldwide moved from 2.5% to 2.3%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for toothpaste brands worldwide in September 2026?
1 change
In September 2026, Colgate lost share of searches among toothpaste brands worldwide, from 29.8% to 28.6%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Colgate’s and Crest’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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