Brandwave

Crest vs Macleans:Which is more popular?

In September 2026, Crest had more branded searches than Macleans among oral care brands worldwide. Crest had about 60,500 branded searches, while Macleans had 40,500. Crest made up 1.6% of all oral care brand searches we track, and Macleans accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about oral care brands, Crest appeared in all five answers and Macleans in none.

Among oral care brands worldwide in September 2026

Who do people search for more?

Crest, about 49% more searches than Macleans

Crest 60.5K searchesMacleans 40.5K searches

Who does AI mention more?

Crest, mentioned in every answer we collected

Crest in 5 of 5Macleans in 0 of 5

Who does AI recommend more?

Crest, the only one of the two named

Crest first in 5Macleans never named

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Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Crest appeared in all five answers. Macleans did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Colgate1st
  2. Crest2nd
  3. Sensodyne3rd
  4. TheraBreath4th
  5. Listerine5th
  6. Oral-B6th
  7. Philips Sonicare7th
  8. Waterpik8th
  9. Corsodyl–
  10. Macleans–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Colgate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crest5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sensodyne4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TheraBreath3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oral-B2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Listerine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips Sonicare1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Waterpik1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Corsodyl0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macleans0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about oral care brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Crest or Macleans more popular in search?

This chart shows how often people search Google for Crest and Macleans by name. Each line represents a brand's share of searches for all ten oral care brands we track, month by month, from English-language searches worldwide.

Crest and Macleans among oral care brands worldwide, by month

Share of searches by month for Crest, Macleans. The figures are in the table below the chart.

View monthly share of searches table
MonthSensodyneColgateOral-BListerinePhilips SonicareWaterpikTheraBreathCorsodylCrestMacleans
Oct 202520.1%18.6%21.2%12.3%6.9%10.4%4.5%3%1.7%1.1%
Nov 202518.9%15.1%27.2%10%9.6%9.6%4.2%2.8%1.6%1.1%
Dec 202520.3%15.6%24.4%10.2%9.8%9.8%4.5%2.8%1.6%1.1%
Jan 202624.5%17.3%20%12.1%6.6%8%5.6%2.9%2%1.1%
Feb 202622.9%18.1%18.4%13.4%6%9%5.9%3.2%1.8%1.2%
Mar 202621.8%21.4%17.1%12.6%6.9%8.4%5.4%3.2%2.1%1.1%
Apr 202623.3%20.3%17.5%12.7%5.7%8.6%6%3%1.7%1.2%
May 202622.5%19.9%18.3%13.1%6%9%5.1%3.2%1.8%0.99%
Jun 202623.4%19.9%18.8%11.7%6.1%9.2%5.2%2.9%1.8%1%
Jul 202624.1%19.6%17.6%12.8%5.8%8.6%5.6%3.1%1.7%0.95%
Aug 202623.1%20.7%18.1%12.5%6.7%8.1%5.7%2.5%1.6%0.9%
Sep 202623.7%19.6%17.8%11.9%8%8%5.6%2.8%1.6%1.1%

How has the Crest and Macleans comparison changed over the last 12 months?

3 findings
  • Crest was ahead of Macleans in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Crest’s share of searches among oral care brands worldwide moved from 1.7% to 1.6%, and its estimated monthly branded searches held steady at 60.5K.
  • Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands worldwide held steady at 1.1%, and its estimated monthly branded searches held steady at 40.5K.

How did search popularity change for oral care brands worldwide in September 2026?

0 changes

Neither Crest nor Macleans moved beyond provider rounding among oral care brands in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Crest’s and Macleans’ 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.

Crest

1 branded search term

  • crest toothpaste

Macleans

1 branded search term

  • macleans

How the Brand Demand Index is measured

Other head-to-heads among oral care brands

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