Colgate vs Sensodyne:Which is more popular?
In September 2026, Sensodyne had more branded searches than Colgate among toothpaste brands worldwide. Sensodyne had about 891,000 branded searches, while Colgate had 736,000. Sensodyne made up 34.6% of all toothpaste brand searches we track, and Colgate accounted for 28.6%. When we asked ChatGPT and Google AI Overviews about toothpaste brands, both Colgate and Sensodyne appeared in all five answers. Colgate was mentioned before Sensodyne in every answer.
Who do people search for more?
Sensodyne, about 21% more searches than Colgate
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Colgate, named ahead of Sensodyne in every answer
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Top toothpaste brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Colgate and Sensodyne showed up in all five answers. Colgate was listed before Sensodyne in every answer.
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 Sensodyne more popular in search?
This chart shows how often people search Google for Colgate and Sensodyne 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 Sensodyne, Colgate. 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 Sensodyne comparison changed over the last 12 months?
3 findings
- Sensodyne was ahead of Colgate 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, Sensodyne’s share of searches among toothpaste brands worldwide moved from 29.7% to 34.6%, and its estimated monthly branded searches moved from 713K to 891K.
How did search popularity change for toothpaste brands worldwide in September 2026?
2 changes
In September 2026, Sensodyne gained share of searches among toothpaste brands worldwide, from 33.2% to 34.6%.
In September 2026, Colgate lost share of searches among toothpaste brands worldwide, from 29.8% to 28.6%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Colgate’s and Sensodyne’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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