---
title: "Brush heads brands in New Zealand: Which are most popular?"
description: "Compare the brush heads brands people buy. Share of Search among Philips Sonicare, Oral-B and Waterpik, the brush heads brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-brush-heads-brands"
publisher: "Brandwave"
---

# Brush heads brands in New Zealand: Which are most popular?

Compare the brush heads brands people buy. Share of Search among Philips Sonicare, Oral-B and Waterpik, the brush heads brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Brush heads brands
- **Market**: New Zealand
- **Brands compared**: 3
- **Month measured**: Oct 2026
- **Highest Share of Search**: Philips Sonicare, 43.2%

## Which brand is most popular in search among brush heads brands in New Zealand?

- In October 2026, Philips Sonicare was the most searched among brush heads brands in New Zealand, with an estimated 2.8K branded searches, 43.2% of all searches for the three tracked by the Brandwave Brand Demand Index.
- Oral-B is in 2nd place, 11.6 percentage points behind at 31.6%.
- Across the 12 months ending October 2026, Philips Sonicare’s share of searches among brush heads brands in New Zealand increased from 29.9% to 43.2%.
- Across the 12 months ending October 2026, Oral-B’s share of searches among brush heads brands in New Zealand decreased from 33.4% to 31.6%.
- Across the 12 months ending October 2026, Waterpik’s share of searches among brush heads brands in New Zealand decreased from 36.7% to 25.2%.
- Across the 12 months ending October 2026, Philips Sonicare’s share of searches among brush heads brands in New Zealand peaked at 46.9% in July 2026 and was lowest at 26.4% in December 2025.
- Across the 12 months ending October 2026, Oral-B’s share of searches among brush heads brands in New Zealand peaked at 36.5% in March 2026 and was lowest at 30.8% in December 2025.
- Across the 12 months ending October 2026, Waterpik’s share of searches among brush heads brands in New Zealand peaked at 42.8% in December 2025 and was lowest at 20.4% in July 2026.
- Across the 12 months ending October 2026, Philips Sonicare rose from 3rd to 1st among brush heads brands in New Zealand.
- Across the 12 months ending October 2026, Waterpik fell from 1st to 3rd among brush heads brands in New Zealand.

## Top brush heads brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Philips Sonicare and Oral-B appeared every time. Oral-B was recommended most often, coming first in three out of five answers. Philips Sonicare was second. Waterpik, which ranked third in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Oral-B | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Philips Sonicare | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Waterpik | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about brush heads brands

- Asked ChatGPT "Which toothbrush head brand should I buy in New Zealand?": 1. Oral-B, 2. Philips Sonicare
- Asked ChatGPT "What are the best toothbrush head brands in New Zealand?": 1. Oral-B, 2. Philips Sonicare
- Asked ChatGPT "What's the best toothbrush head brand in New Zealand for an electric toothbrush?": 1. Philips Sonicare, 2. Oral-B
- Searched Google, AI Overview "best toothbrush heads": 1. Philips Sonicare, 2. Oral-B
- Searched Google, AI Overview "replacement toothbrush heads": 1. Oral-B, 2. Philips Sonicare

Not named in any answer: Waterpik.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [Philips Sonicare vs Oral-B: compare search popularity](/demand/nz/compare/oral-b-vs-philips-sonicare): 43.2% against 31.6% Share of Search.
- [Philips Sonicare vs Waterpik: compare search popularity](/demand/nz/compare/philips-sonicare-vs-waterpik): 43.2% against 25.2% Share of Search.
- [Oral-B vs Waterpik: compare search popularity](/demand/nz/compare/oral-b-vs-waterpik): 31.6% against 25.2% Share of Search.

## How did search popularity change for New Zealand brush heads brands in October 2026?

- In October 2026, Philips Sonicare gained share of searches among brush heads brands in New Zealand, from 40.6% to 43.2%.
- In October 2026, Waterpik gained share of searches among brush heads brands in New Zealand, from 24.2% to 25.2%.
- In October 2026, Oral-B lost share of searches among brush heads brands in New Zealand, from 35.2% to 31.6%.

## Which brush heads brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Philips Sonicare | 43.2% | 2.8K | +26.1% | Philips |
| 2 | Oral-B | 31.6% | 2K | +6.3% | Procter & Gamble |
| 3 | Waterpik | 25.2% | 1.6K | +23.1% | Waterpik |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Waterpik | 1.9K | 36.7% | 1 |
| Nov 2025 | Oral-B | 1.7K | 33.4% | 2 |
| Nov 2025 | Philips Sonicare | 1.6K | 29.9% | 3 |
| Dec 2025 | Waterpik | 2.4K | 42.8% | 1 |
| Dec 2025 | Oral-B | 1.7K | 30.8% | 2 |
| Dec 2025 | Philips Sonicare | 1.5K | 26.4% | 3 |
| Jan 2026 | Oral-B | 1.6K | 36.5% | 1 |
| Jan 2026 | Philips Sonicare | 1.5K | 33.7% | 2 |
| Jan 2026 | Waterpik | 1.3K | 29.8% | 3 |
| Feb 2026 | Oral-B | 1.3K | 34.3% | 1 |
| Feb 2026 | Waterpik | 1.3K | 33.8% | 2 |
| Feb 2026 | Philips Sonicare | 1.2K | 31.9% | 3 |
| Mar 2026 | Oral-B | 1.6K | 36.5% | 1 |
| Mar 2026 | Philips Sonicare | 1.5K | 33.8% | 2 |
| Mar 2026 | Waterpik | 1.3K | 29.7% | 3 |
| Apr 2026 | Philips Sonicare | 1.5K | 35.2% | 1 |
| Apr 2026 | Oral-B | 1.5K | 34.5% | 2 |
| Apr 2026 | Waterpik | 1.3K | 30.3% | 3 |
| May 2026 | Philips Sonicare | 1.7K | 36.5% | 1 |
| May 2026 | Oral-B | 1.7K | 36.3% | 2 |
| May 2026 | Waterpik | 1.3K | 27.3% | 3 |
| Jun 2026 | Philips Sonicare | 1.8K | 38.2% | 1 |
| Jun 2026 | Oral-B | 1.6K | 34.1% | 2 |
| Jun 2026 | Waterpik | 1.3K | 27.7% | 3 |
| Jul 2026 | Philips Sonicare | 2.3K | 46.9% | 1 |
| Jul 2026 | Oral-B | 1.6K | 32.7% | 2 |
| Jul 2026 | Waterpik | 1K | 20.4% | 3 |
| Aug 2026 | Philips Sonicare | 2.5K | 44.9% | 1 |
| Aug 2026 | Oral-B | 1.7K | 31.5% | 2 |
| Aug 2026 | Waterpik | 1.3K | 23.6% | 3 |
| Sep 2026 | Philips Sonicare | 2.2K | 40.6% | 1 |
| Sep 2026 | Oral-B | 1.9K | 35.2% | 2 |
| Sep 2026 | Waterpik | 1.3K | 24.2% | 3 |
| Oct 2026 | Philips Sonicare | 2.8K | 43.2% | 1 |
| Oct 2026 | Oral-B | 2K | 31.6% | 2 |
| Oct 2026 | Waterpik | 1.6K | 25.2% | 3 |

## How are branded searches counted for brush heads brands?

- **Oral-B**: Measured on the search terms “brush oral b”, “oral b”, “oral b ii” and “oralb”, summed into one figure.
- **Philips Sonicare**: Measured on the search terms “4300 sonicare”, “philip sonicare 4100”, “philips sonicare”, “philips sonicare 2100”, “philips sonicare heads”, “philipssonicare”, “sonicare”, “sonicare 4100” and “sonicare tooth”, summed into one figure.
- **Waterpik**: Measured on the search term “waterpik”.

- [Oral-B](/demand/nz/brands/oral-b)
- [Philips Sonicare](/demand/nz/brands/philips-sonicare)
- [Waterpik](/demand/nz/brands/waterpik)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among brush heads brands in New Zealand?

In October 2026, Philips Sonicare was the most searched among brush heads brands in New Zealand, with an estimated 2.8K branded searches, 43.2% of all searches for the three tracked by the Brandwave Brand Demand Index.

## Cite this page

Brandwave. "Brush heads brands in New Zealand: Which are most popular?". https://gobrandwave.com/demand/nz/categories/nz-brush-heads-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-brush-heads-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.