Arm and Hammer vs Crest:Which is more popular by branded search?
In August 2026, Crest had more branded searches than Arm and Hammer among toothpaste brands worldwide. Crest was estimated to have 60.5K branded searches compared to Arm and Hammer’s 40.5K, and held a 3.6% Share of Search versus Arm and Hammer’s 2.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Arm and Hammer or Crest?
Compare the 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 Crest, Arm and Hammer. The figures are in the table below the chart.
View monthly share of search table
| Month | Oral-B | Colgate | Sensodyne | Crest | Arm and Hammer |
|---|---|---|---|---|---|
| Oct 2025 | 47.8% | 25.6% | 20.9% | 3.4% | 2.3% |
| Nov 2025 | 58.7% | 18.3% | 18.3% | 3% | 1.6% |
| Dec 2025 | 56% | 19.5% | 19.5% | 3.2% | 1.8% |
| Jan 2026 | 48.2% | 20.6% | 25.2% | 4.1% | 1.9% |
| Feb 2026 | 45.9% | 24% | 24% | 3.9% | 2.2% |
| Mar 2026 | 43.1% | 27.5% | 22.5% | 4.5% | 2.5% |
| Apr 2026 | 45.1% | 24.1% | 24.1% | 4% | 2.7% |
| May 2026 | 45.1% | 24.1% | 24.1% | 4% | 2.7% |
| Jun 2026 | 45.7% | 23.9% | 23.9% | 3.9% | 2.6% |
| Jul 2026 | 45.7% | 23.9% | 23.9% | 3.9% | 2.6% |
| Aug 2026 | 45.3% | 26.8% | 21.9% | 3.6% | 2.4% |
| Sep 2026 | — | — | — | — | — |
How has the Arm and Hammer and Crest comparison changed over the last 12 months?
3 findings
- Crest was ahead of Arm and Hammer in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Arm and Hammer’s estimated Share of Search among toothpaste brands worldwide moved from 2.3% to 2.4%, and its estimated monthly branded searches held steady at 40.5K.
- Across the 11 months ending August 2026, Crest’s estimated Share of Search among toothpaste brands worldwide moved from 3.4% to 3.6%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for toothpaste brands worldwide in August 2026?
0 changes
Neither Arm and Hammer nor Crest moved beyond provider rounding among toothpaste brands in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Arm and Hammer’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.
Arm and Hammer
1 branded search term
- arm and hammer
Crest
1 branded search term
- crest toothpaste
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.