--- title: "Whitening toothpaste brands: Which are searched most?" description: "Compare the whitening toothpaste brands people buy. Share of Search among Sensodyne, Colgate and Crest, the whitening 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/whitening-toothpaste-brands" publisher: "Brandwave" --- # Whitening toothpaste brands: Which are searched most? Compare the whitening toothpaste brands people buy. Share of Search among Sensodyne, Colgate and Crest, the whitening 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**: Whitening toothpaste brands - **Market**: Global - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Sensodyne, 52.8% ## Which brand is most popular in search among whitening toothpaste brands worldwide? - 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. - 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. ## Compare search popularity between leading brands - [Sensodyne vs Colgate: compare search popularity](/demand/global-en/compare/colgate-vs-sensodyne): 52.8% against 43.6% Share of Search. - [Sensodyne vs Crest: compare search popularity](/demand/global-en/compare/crest-toothpaste-vs-sensodyne): 52.8% against 3.6% Share of Search. - [Colgate vs Crest: compare search popularity](/demand/global-en/compare/colgate-vs-crest-toothpaste): 43.6% against 3.6% Share of Search. ## How did search popularity change for whitening toothpaste brands worldwide in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Sensodyne | 52.8% | 891K | +4.4% | Sensodyne | | 2 | Colgate | 43.6% | 736K | -3.9% | Colgate | | 3 | Crest | 3.6% | 60.5K | 0.0% | Crest | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sensodyne | 713K | 49.7% | 1 | | Oct 2025 | Colgate | 661K | 46.1% | 2 | | Oct 2025 | Crest | 60.5K | 4.2% | 3 | | Nov 2025 | Sensodyne | 724K | 53.1% | 1 | | Nov 2025 | Colgate | 579K | 42.5% | 2 | | Nov 2025 | Crest | 60.5K | 4.4% | 3 | | Dec 2025 | Sensodyne | 765K | 54.1% | 1 | | Dec 2025 | Colgate | 588K | 41.6% | 2 | | Dec 2025 | Crest | 60.5K | 4.3% | 3 | | Jan 2026 | Sensodyne | 922K | 56% | 1 | | Jan 2026 | Colgate | 651K | 39.5% | 2 | | Jan 2026 | Crest | 74K | 4.5% | 3 | | Feb 2026 | Sensodyne | 765K | 53.5% | 1 | | Feb 2026 | Colgate | 604K | 42.3% | 2 | | Feb 2026 | Crest | 60.5K | 4.2% | 3 | | Mar 2026 | Sensodyne | 785K | 48.2% | 1 | | Mar 2026 | Colgate | 769K | 47.3% | 2 | | Mar 2026 | Crest | 74K | 4.5% | 3 | | Apr 2026 | Sensodyne | 820K | 51.5% | 1 | | Apr 2026 | Colgate | 712K | 44.7% | 2 | | Apr 2026 | Crest | 60.5K | 3.8% | 3 | | May 2026 | Sensodyne | 754K | 50.9% | 1 | | May 2026 | Colgate | 668K | 45% | 2 | | May 2026 | Crest | 60.5K | 4.1% | 3 | | Jun 2026 | Sensodyne | 765K | 51.8% | 1 | | Jun 2026 | Colgate | 651K | 44.1% | 2 | | Jun 2026 | Crest | 60.5K | 4.1% | 3 | | Jul 2026 | Sensodyne | 840K | 53% | 1 | | Jul 2026 | Colgate | 684K | 43.2% | 2 | | Jul 2026 | Crest | 60.5K | 3.8% | 3 | | Aug 2026 | Sensodyne | 854K | 50.8% | 1 | | Aug 2026 | Colgate | 766K | 45.6% | 2 | | Aug 2026 | Crest | 60.5K | 3.6% | 3 | | Sep 2026 | Sensodyne | 891K | 52.8% | 1 | | Sep 2026 | Colgate | 736K | 43.6% | 2 | | Sep 2026 | Crest | 60.5K | 3.6% | 3 | ## What is being compared - **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”. - **Sensodyne**: Measured on the search terms “sensodyne”, “sensodyne enamel”, “sensodyne rapid relief” and “sensodyne toothpaste”, summed into one figure. - [Colgate](/demand/global-en/brands/colgate) - [Crest](/demand/global-en/brands/crest-toothpaste) - [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 whitening toothpaste brands worldwide? 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. ## Cite this page Brandwave. "Whitening toothpaste brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/whitening-toothpaste-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/whitening-toothpaste-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.