Crest vs Philips Sonicare:Which is more popular?
In September 2026, Philips Sonicare had more branded searches than Crest among oral care brands worldwide. Philips Sonicare had about 301,000 branded searches, while Crest had 60,500. Philips Sonicare made up 8% of all oral care brand searches we track, and Crest accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about oral care brands, Crest appeared in all five answers and Philips Sonicare in one. Crest was mentioned before Philips Sonicare in every answer.
Who do people search for more?
Philips Sonicare, about 5 searches for every 1 for Crest
Who does AI mention more?
Crest, mentioned in every answer we collected
Who does AI recommend more?
Crest, named ahead of Philips Sonicare in every answer
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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. Philips Sonicare was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Crest was listed before Philips Sonicare in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Colgate1st- Crest2nd
Sensodyne3rd
TheraBreath4th
Listerine5th
Oral-B6th- Philips Sonicare7th
Waterpik8th
Corsodyl–
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
Asked ChatGPT
“Which oral care brand should I buy?”
Asked ChatGPT
“What are the best oral care brands?”
Asked ChatGPT
“What's the best oral care brand for daily mouth care?”
Searched Google, AI Overview
“toothpaste brands”
Searched Google, AI Overview
“mouthwash brands”
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 Philips Sonicare more popular in search?
This chart shows how often people search Google for Crest and Philips Sonicare 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.
Share of searches by month for Philips Sonicare, Crest. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sensodyne | Colgate | Oral-B | Listerine | Philips Sonicare | Waterpik | TheraBreath | Corsodyl | Crest | Macleans |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.1% | 18.6% | 21.2% | 12.3% | 6.9% | 10.4% | 4.5% | 3% | 1.7% | 1.1% |
| Nov 2025 | 18.9% | 15.1% | 27.2% | 10% | 9.6% | 9.6% | 4.2% | 2.8% | 1.6% | 1.1% |
| Dec 2025 | 20.3% | 15.6% | 24.4% | 10.2% | 9.8% | 9.8% | 4.5% | 2.8% | 1.6% | 1.1% |
| Jan 2026 | 24.5% | 17.3% | 20% | 12.1% | 6.6% | 8% | 5.6% | 2.9% | 2% | 1.1% |
| Feb 2026 | 22.9% | 18.1% | 18.4% | 13.4% | 6% | 9% | 5.9% | 3.2% | 1.8% | 1.2% |
| Mar 2026 | 21.8% | 21.4% | 17.1% | 12.6% | 6.9% | 8.4% | 5.4% | 3.2% | 2.1% | 1.1% |
| Apr 2026 | 23.3% | 20.3% | 17.5% | 12.7% | 5.7% | 8.6% | 6% | 3% | 1.7% | 1.2% |
| May 2026 | 22.5% | 19.9% | 18.3% | 13.1% | 6% | 9% | 5.1% | 3.2% | 1.8% | 0.99% |
| Jun 2026 | 23.4% | 19.9% | 18.8% | 11.7% | 6.1% | 9.2% | 5.2% | 2.9% | 1.8% | 1% |
| Jul 2026 | 24.1% | 19.6% | 17.6% | 12.8% | 5.8% | 8.6% | 5.6% | 3.1% | 1.7% | 0.95% |
| Aug 2026 | 23.1% | 20.7% | 18.1% | 12.5% | 6.7% | 8.1% | 5.7% | 2.5% | 1.6% | 0.9% |
| Sep 2026 | 23.7% | 19.6% | 17.8% | 11.9% | 8% | 8% | 5.6% | 2.8% | 1.6% | 1.1% |
How has the Crest and Philips Sonicare comparison changed over the last 12 months?
3 findings
- Philips Sonicare was ahead of Crest 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, Philips Sonicare’s share of searches among oral care brands worldwide moved from 6.9% to 8%, and its estimated monthly branded searches moved from 246K to 301K.
How did search popularity change for oral care brands worldwide in September 2026?
1 change
In September 2026, Philips Sonicare overtook Waterpik to rank 5th among oral care brands worldwide, with 8% of the searches.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Crest’s and Philips Sonicare’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.
Crest
1 branded search term
- crest toothpaste
Philips Sonicare
1 branded search term
- philips sonicare
Other head-to-heads among oral care brands
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