How popular isTom’s of Maine?
In September 2026, people searched for Tom’s of Maine by name about 18,100 times in the United States, a 22.3% increase from the previous year. These searches made up 3.8% of all United States oral care brand searches, placing Tom’s of Maine 12th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about oral care brands, Tom’s of Maine appeared in one of the five answers and was the eighth most recommended of the 15.
Tom’s of Maine is the 12th most searched of 15 competitors and the eighth most recommended in AI answers.
BokaShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
MarvisShare of searches 15.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
SensodyneShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
CrestShare of searches 8.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Tom’s of MaineShare of searches 3.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
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Top oral care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tom’s of Maine was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tom’s of Maine is the eighth most recommended of the 15.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sensodyne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Crest4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Colgate4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Boka2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Oral-B1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Philips Sonicare1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tom’s of Maine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Davids1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Marvis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cocofloss0 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 toothpaste should I use?”
Asked ChatGPT
“What are the best toothpaste brands?”
Asked ChatGPT
“What is the best electric toothbrush?”
Searched Google, AI Overview
“toothpaste”
Searched Google, AI Overview
“best toothpaste”
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Which oral care brands compete with Tom’s of Maine?
Share of searches by month for Boka, Marvis, Sensodyne, Crest, Colgate, Oral-B, Philips Sonicare, Cocofloss, Hello, Quip, Arm & Hammer, Tom’s of Maine, Davids. The figures are in the table below the chart.
View monthly share of searches table
| Month | Boka | Marvis | Sensodyne | Crest | Colgate | Oral-B | Philips Sonicare | Cocofloss | Hello | Quip | Arm & Hammer | Tom’s of Maine | Davids | Burst | Bite |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 11.5% | 14% | 9.4% | 9.4% | 9.4% | 7.7% | 7.7% | 7.7% | 6.3% | 5.1% | 3.4% | 3.4% | 2.8% | 1.5% | 0.83% |
| Nov 2025 | 9.1% | 13.6% | 9.1% | 9.1% | 7.5% | 9.1% | 9.1% | 9.1% | 6.1% | 6.1% | 3.3% | 3.3% | 2.7% | 1.8% | 0.81% |
| Dec 2025 | 10.4% | 15.5% | 8.5% | 8.5% | 8.5% | 8.5% | 8.5% | 6.9% | 6.9% | 5.7% | 3.1% | 3.8% | 2.5% | 1.7% | 0.92% |
| Jan 2026 | 14.8% | 14.8% | 8.1% | 9.9% | 8.1% | 6.6% | 6.6% | 6.6% | 6.6% | 4.4% | 3% | 5.4% | 2.4% | 1.3% | 1.1% |
| Feb 2026 | 16.3% | 13.3% | 8.9% | 8.9% | 8.9% | 6% | 6% | 6% | 7.3% | 4.9% | 3.3% | 6% | 2.7% | 1.2% | 0.64% |
| Mar 2026 | 15.3% | 10.3% | 8.4% | 8.4% | 10.3% | 6.9% | 6.9% | 10.3% | 6.9% | 4.6% | 3.1% | 3.8% | 3.1% | 1.1% | 0.91% |
| Apr 2026 | 16.5% | 11.1% | 9.1% | 9.1% | 9.1% | 6.1% | 6.1% | 6.1% | 7.4% | 4% | 4% | 6.1% | 3.3% | 1.2% | 0.98% |
| May 2026 | 17.1% | 11.4% | 9.3% | 9.3% | 9.3% | 6.2% | 6.2% | 6.2% | 7.6% | 4.2% | 3.4% | 4.2% | 3.4% | 1% | 1% |
| Jun 2026 | 17.3% | 11.6% | 9.5% | 7.7% | 9.5% | 6.3% | 7.7% | 6.3% | 6.3% | 4.2% | 3.5% | 5.2% | 2.8% | 1.3% | 0.84% |
| Jul 2026 | 23.2% | 10.4% | 8.5% | 7% | 8.5% | 5.7% | 7% | 7% | 7% | 3.8% | 3.1% | 3.8% | 3.1% | 1.1% | 0.61% |
| Aug 2026 | 16% | 13.1% | 8.7% | 8.7% | 8.7% | 7.1% | 7.1% | 5.9% | 7.1% | 4.8% | 3.2% | 3.9% | 3.2% | 1.2% | 1.2% |
| Sep 2026 | 15.6% | 15.6% | 10.4% | 8.5% | 7% | 7% | 7% | 5.7% | 5.7% | 4.7% | 3.8% | 3.8% | 3.1% | 1.1% | 0.76% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 15.6% | 74K | 0% | -0.4 points | |
| 2, held 2nd | 15.6% | 74K | +22.3% | +2.6 points | |
| 3, moved from 5th to 3rd | 10.4% | 49.5K | +22.2% | +1.7 pointsmoved from 5th to 3rd | |
| 4, held 4th | 8.5% | 40.5K | 0% | -0.2 points | |
| 5, moved from 3rd to 5th | 7% | 33.1K | -18.3% | -1.8 pointsmoved from 3rd to 5th | |
| 6, moved from 7th to 6th | 7% | 33.1K | 0% | -0.2 pointsmoved from 7th to 6th | |
| 7, moved from 8th to 7th | 7% | 33.1K | 0% | -0.2 pointsmoved from 8th to 7th | |
| 8, moved from 9th to 8th | 5.7% | 27.1K | 0% | -0.1 pointsmoved from 9th to 8th | |
| 9, moved from 6th to 9th | 5.7% | 27.1K | -18.1% | -1.4 pointsmoved from 6th to 9th | |
| 10, held 10th | 4.7% | 22.2K | 0% | -0.1 points | |
| 11, moved from 12th to 11th | 3.8% | 18.1K | +22.3% | +0.6 pointsmoved from 12th to 11th | |
| 12, moved from 11th to 12th | 3.8% | 18.1K | 0% | -0.1 pointsmoved from 11th to 12th | |
| 13, held 13th | 3.1% | 14.8K | 0% | -0.1 points | |
| 14, moved from 15th to 14th | 1.1% | 5.4K | 0% | 0 pointsmoved from 15th to 14th | |
| 15, moved from 14th to 15th | 0.76% | 3.6K | -33.3% | -0.4 pointsmoved from 14th to 15th |
1.
Boka15.6%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share -0.4 points.
2.
Marvis15.6%
Held 2nd. 74K estimated branded searches, +22.3% vs prior month. Share +2.6 points.
10.4%
Moved from 5th to 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.7 points.
4.
Crest8.5%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.
Colgate7%
Moved from 3rd to 5th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.8 points.
6.
Oral-B7%
Moved from 7th to 6th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
7%
Moved from 8th to 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.7%
Moved from 9th to 8th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
9.
Hello5.7%
Moved from 6th to 9th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.4 points.
10.
Quip4.7%
Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
11.
Arm & Hammer3.8%
Moved from 12th to 11th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.
3.8%
Moved from 11th to 12th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
13.
Davids3.1%
Held 13th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
14.
Burst1.1%
Moved from 15th to 14th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
15.
Bite0.76%
Moved from 14th to 15th. 3.6K estimated branded searches, -33.3% vs prior month. Share -0.4 points.
Compare popularity between Tom’s of Maine and its closest rivals
Every comparison with Tom’s of Maine
14 comparisons
- Arm & Hammer vs Tom’s of Maine
- Boka vs Tom’s of Maine
- Cocofloss vs Tom’s of Maine
- Colgate vs Tom’s of Maine
- Crest vs Tom’s of Maine
- Hello vs Tom’s of Maine
- Marvis vs Tom’s of Maine
- Oral-B vs Tom’s of Maine
- Philips Sonicare vs Tom’s of Maine
- Quip vs Tom’s of Maine
- Sensodyne vs Tom’s of Maine
- Davids vs Tom’s of Maine
- Burst vs Tom’s of Maine
- Bite vs Tom’s of Maine
How has branded search demand for Tom’s of Maine changed in the United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tom’s of Maine in the United States rose from 14.8K to 18.1K.
- Across the 12 months ending September 2026, Tom’s of Maine’s share of searches among oral care brands in the United States peaked at 6.1% in April 2026 and was lowest at 3.3% in November 2025.
How did search popularity change for United States oral care brands in September 2026?
6 changes
In September 2026, Sensodyne overtook Colgate and Crest to rank 3rd among oral care brands in the United States, with 10.4% of the searches.
In September 2026, Arm & Hammer overtook Tom’s of Maine to rank 11th among oral care brands in the United States, with 3.8% of the searches.
In September 2026, Marvis gained share of searches among oral care brands in the United States, from 13.1% to 15.6%.
In September 2026, Colgate lost share of searches among oral care brands in the United States, from 8.7% to 7%.
In September 2026, Hello lost share of searches among oral care brands in the United States, from 7.1% to 5.7%.
In September 2026, Burst rose from 15th to 14th among oral care brands in the United States.
How are Tom’s of Maine’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Tom’s of Maine’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- toms toothpaste
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