Whitening toothpaste brands:Which are searched most?
In September 2026, Sensodyne was the most searched among whitening toothpaste brands worldwide, with an estimated 891K branded searches and 52.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
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Share of SearchLeaderboard
Compare the whitening 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 Sensodyne, Colgate, Crest. The figures are in the table below the chart.
View monthly share of search table
| Month | Sensodyne | Colgate | Crest |
|---|---|---|---|
| Oct 2025 | 49.7% | 46.1% | 4.2% |
| Nov 2025 | 53.1% | 42.5% | 4.4% |
| Dec 2025 | 54.1% | 41.6% | 4.3% |
| Jan 2026 | 56% | 39.5% | 4.5% |
| Feb 2026 | 53.5% | 42.3% | 4.2% |
| Mar 2026 | 48.2% | 47.3% | 4.5% |
| Apr 2026 | 51.5% | 44.7% | 3.8% |
| May 2026 | 50.9% | 45% | 4.1% |
| Jun 2026 | 51.8% | 44.1% | 4.1% |
| Jul 2026 | 53% | 43.2% | 3.8% |
| Aug 2026 | 50.8% | 45.6% | 3.6% |
| Sep 2026 | 52.8% | 43.6% | 3.6% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.8% | 891K | +4.4% | +2 points | |
| 2, held 2nd | 43.6% | 736K | -3.9% | -2 points | |
| 3, held 3rd | 3.6% | 60.5K | 0% | 0 points |
Compare search popularity between leading brands
Which brand is most popular in search among whitening toothpaste brands worldwide?
3 brands
In September 2026, Sensodyne was the most searched among whitening toothpaste brands worldwide, with an estimated 891K branded searches and 52.8% estimated Share of Search within this set. Colgate is in 2nd place, 9.2 percentage points behind at 43.6% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
 Sensodyne | 49.7% → 52.8% | 56%Jan 2026 | 48.2%Mar 2026 | 1st |
 Colgate | 46.1% → 43.6% | 47.3%Mar 2026 | 39.5%Jan 2026 | 2nd |
 Crest | 4.2% → 3.6% | 4.5%Mar 2026 | 3.6%Sep 2026 | 3rd |
Each finding as a sentence
- Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among whitening toothpaste brands worldwide increased from 49.7% to 52.8%.
- Across the 12 months ending September 2026, Colgate’s estimated Share of Search among whitening toothpaste brands worldwide decreased from 46.1% to 43.6%.
- Across the 12 months ending September 2026, Crest’s estimated Share of Search among whitening toothpaste brands worldwide decreased from 4.2% to 3.6%.
- Across the 12 months ending September 2026, Sensodyne’s estimated Share of Search among whitening toothpaste brands worldwide peaked at 56% in January 2026 and was lowest at 48.2% in March 2026.
- Across the 12 months ending September 2026, Colgate’s estimated Share of Search among whitening toothpaste brands worldwide peaked at 47.3% in March 2026 and was lowest at 39.5% in January 2026.
How did search popularity change for whitening toothpaste brands worldwide in September 2026?
3 changes
In September 2026, Sensodyne gained estimated Share of Search among whitening toothpaste brands worldwide, from 50.8% to 52.8%.
In September 2026, Colgate lost estimated Share of Search among whitening toothpaste brands worldwide, from 45.6% to 43.6%.
Crest’s estimated Share of Search among whitening toothpaste brands worldwide has lost ground for 3 months in a row, from 4.1% to 3.6% in September 2026.
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