Colgate vs Philips:Which is more popular by branded search?
In August 2026, Philips had more branded searches than Colgate among toothbrush head brands worldwide. Philips was estimated to have 1.1M branded searches compared to Colgate’s 450K, and held a 41.1% Share of Search versus Colgate’s 16.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Colgate or Philips?
Compare the replacement toothbrush head 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 Philips, Colgate. The figures are in the table below the chart.
View monthly share of search table
| Month | Philips | Oral-B | Colgate | Burwood | Brushmo |
|---|---|---|---|---|---|
| Oct 2025 | 40.4% | 31.5% | 16.8% | 11.3% | 0.01% |
| Nov 2025 | 40.9% | 37.7% | 11.8% | 9.6% | 0.01% |
| Dec 2025 | 44.5% | 33.9% | 11.8% | 9.7% | 0.02% |
| Jan 2026 | 41.7% | 32.8% | 14% | 11.5% | 0.02% |
| Feb 2026 | 41.5% | 30% | 15.7% | 12.8% | 0.01% |
| Mar 2026 | 38.6% | 28.4% | 18.1% | 14.8% | 0.02% |
| Apr 2026 | 39.7% | 29.1% | 15.6% | 15.6% | 0.02% |
| May 2026 | 39% | 29.5% | 15.8% | 15.8% | 0.02% |
| Jun 2026 | 38.7% | 30% | 15.6% | 15.6% | 0.02% |
| Jul 2026 | 42.3% | 28.2% | 14.7% | 14.7% | 0.02% |
| Aug 2026 | 41.1% | 28.4% | 16.8% | 13.7% | 0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Colgate and Philips comparison changed over the last 12 months?
3 findings
- Philips was ahead of Colgate 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 toothbrush head brands worldwide held steady at 16.8%, and its estimated monthly branded searches held steady at 450K.
- Across the 11 months ending August 2026, Philips’ estimated Share of Search among toothbrush head brands worldwide moved from 40.4% to 41.1%, and its estimated monthly branded searches held steady at 1.1M.
How did search popularity change for toothbrush head brands worldwide in August 2026?
2 changes
In August 2026, Colgate overtook Burwood to rank 3rd among toothbrush head brands worldwide, at 16.8%.
In August 2026, Philips lost estimated Share of Search among toothbrush head brands worldwide, from 42.3% to 41.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Colgate’s and Philips’ 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.