---
title: "Colgate vs Crest: Which is searched more?"
description: "Which is more popular in search, Colgate or Crest? Compare estimated monthly branded-search demand and Share of Search inside the Whitening 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/whitening-toothpaste-brands/compare/colgate-vs-crest-toothpaste"
publisher: "Brandwave"
---

# Colgate vs Crest: Which is searched more?

Which is more popular in search, Colgate or Crest? Compare estimated monthly branded-search demand and Share of Search inside the Whitening 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**: Whitening toothpaste brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Colgate Share of Search**: 43.6%
- **Crest Share of Search**: 3.6%

## Which is more popular in search, Colgate or Crest?

- In September 2026, Colgate had more branded searches than Crest among whitening toothpaste brands worldwide. Colgate was estimated to have 736K branded searches compared to Crest’s 60.5K, and held a 43.6% Share of Search versus Crest’s 3.6%.
- 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 estimated Share of Search among whitening toothpaste brands worldwide moved from 46.1% to 43.6%, and its estimated monthly branded searches moved from 661K to 736K.
- Across the 12 months ending September 2026, Crest’s estimated Share of Search among whitening toothpaste brands worldwide moved from 4.2% to 3.6%, and its estimated monthly branded searches held steady at 60.5K.

## How did search popularity change for whitening toothpaste brands worldwide in September 2026?

- 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.

## 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 | 46.1% | 2 | 60.5K | 4.2% | 3 |
| Nov 2025 | 579K | 42.5% | 2 | 60.5K | 4.4% | 3 |
| Dec 2025 | 588K | 41.6% | 2 | 60.5K | 4.3% | 3 |
| Jan 2026 | 651K | 39.5% | 2 | 74K | 4.5% | 3 |
| Feb 2026 | 604K | 42.3% | 2 | 60.5K | 4.2% | 3 |
| Mar 2026 | 769K | 47.3% | 2 | 74K | 4.5% | 3 |
| Apr 2026 | 712K | 44.7% | 2 | 60.5K | 3.8% | 3 |
| May 2026 | 668K | 45% | 2 | 60.5K | 4.1% | 3 |
| Jun 2026 | 651K | 44.1% | 2 | 60.5K | 4.1% | 3 |
| Jul 2026 | 684K | 43.2% | 2 | 60.5K | 3.8% | 3 |
| Aug 2026 | 766K | 45.6% | 2 | 60.5K | 3.6% | 3 |
| Sep 2026 | 736K | 43.6% | 2 | 60.5K | 3.6% | 3 |

## 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 whitening toothpaste brands worldwide](/demand/global-en/categories/whitening-toothpaste-brands): The set both shares are measured inside, 3 brands.

## 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 is more popular in search, Colgate or Crest?

In September 2026, Colgate had more branded searches than Crest among whitening toothpaste brands worldwide. Colgate was estimated to have 736K branded searches compared to Crest’s 60.5K, and held a 43.6% Share of Search versus Crest’s 3.6%.

## Cite this page

Brandwave. "Colgate vs Crest: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/whitening-toothpaste-brands/compare/colgate-vs-crest-toothpaste

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/whitening-toothpaste-brands/compare/colgate-vs-crest-toothpaste. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.