--- title: "Colgate vs Crest: Which is searched more?" description: "Is Colgate or Crest more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toothpaste brands set worldwide. 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/compare/colgate-vs-crest-toothpaste" publisher: "Brandwave" --- # Colgate vs Crest: Which is searched more? Is Colgate or Crest more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toothpaste brands set worldwide. 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 - **Compared**: Colgate and Crest - **Competitive set**: Toothpaste brands - **Market**: Global - **Month measured**: Sep 2026 - **Colgate Share of Search**: 28.6% - **Crest Share of Search**: 2.3% ## Is Colgate or Crest more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Colgate | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Crest | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Sensodyne | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Arm and Hammer | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Parodontax | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Oral-B | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about toothpaste brands - Asked ChatGPT "Which toothpaste brand should I buy?": 1. Colgate, 2. Sensodyne, 3. Crest - Asked ChatGPT "What are the best toothpaste brands?": 1. Crest, 2. Colgate, 3. Sensodyne, 4. Arm and Hammer, 5. Parodontax - Asked ChatGPT "What's the best toothpaste brand for daily brushing?": 1. Colgate, 2. Crest, 3. Sensodyne - Searched Google, AI Overview "toothpaste brands": 1. Crest, 2. Colgate, 3. Sensodyne, 4. Arm and Hammer, 5. Parodontax - Searched Google, AI Overview "best toothpaste": 1. Colgate, 2. Sensodyne, 3. Parodontax Not named in any answer: Oral-B. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for toothpaste brands worldwide in September 2026? - In September 2026, Colgate lost share of searches among toothpaste brands worldwide, from 29.8% to 28.6%. ## Month by month | Month | Colgate estimated searches | Colgate Share of Search | Colgate rank | Crest estimated searches | Crest Share of Search | Crest rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 661K | 27.5% | 3 | 60.5K | 2.5% | 5 | | Nov 2025 | 579K | 22.1% | 3 | 60.5K | 2.3% | 5 | | Dec 2025 | 588K | 22.7% | 3 | 60.5K | 2.3% | 5 | | Jan 2026 | 651K | 24.5% | 3 | 74K | 2.8% | 5 | | Feb 2026 | 604K | 26.7% | 3 | 60.5K | 2.7% | 5 | | Mar 2026 | 769K | 30.7% | 2 | 74K | 3% | 5 | | Apr 2026 | 712K | 29.4% | 2 | 60.5K | 2.5% | 5 | | May 2026 | 668K | 28.9% | 2 | 60.5K | 2.6% | 5 | | Jun 2026 | 651K | 28.2% | 2 | 60.5K | 2.6% | 5 | | Jul 2026 | 684K | 28.3% | 2 | 60.5K | 2.5% | 5 | | Aug 2026 | 766K | 29.8% | 2 | 60.5K | 2.4% | 5 | | Sep 2026 | 736K | 28.6% | 2 | 60.5K | 2.3% | 5 | ## How each brand is measured 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. - **Colgate**: Measured on the search terms “colgate”, “colgate toothpaste”, “colgate total” and “colgate wisp”, summed into one figure. - **Crest**: Measured on the search term “crest toothpaste”. - [Colgate profile](/demand/global-en/brands/colgate) - [Crest profile](/demand/global-en/brands/crest-toothpaste) - [All toothpaste brands worldwide](/demand/global-en/categories/toothpaste-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Colgate or Crest more popular in search? 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%. ## Cite this page Brandwave. "Colgate vs Crest: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/toothpaste-brands/compare/colgate-vs-crest-toothpaste This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/toothpaste-brands/compare/colgate-vs-crest-toothpaste. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.