Colgate vs Crest:Which is more popular by branded search?
In August 2026, Colgate had more branded searches than Crest among toothpaste brands worldwide. Colgate was estimated to have 450K branded searches compared to Crest’s 60.5K, and held a 26.8% Share of Search versus Crest’s 3.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Colgate 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 Colgate, Crest. 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 Colgate and Crest comparison changed over the last 12 months?
3 findings
- Colgate was ahead of Crest in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Colgate’s estimated Share of Search among toothpaste brands worldwide moved from 25.6% to 26.8%, and its estimated monthly branded searches held steady at 450K.
- 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?
1 change
In August 2026, Colgate gained estimated Share of Search among toothpaste brands worldwide, from 23.9% to 26.8%.
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.
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.