Oral care brands in the United States:Which are most popular?

Name: Oral care brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

Boka and Marvis tie for the highest share of searches among oral care brands in the United States, at 15.6% each in September 2026. When we checked with ChatGPT and Google AI Overviews, Sensodyne, Crest and Colgate were mentioned most often, in four of the five answers. Colgate was recommended most often, coming first in three out of four responses that gave a list.

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Top oral care brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Sensodyne, Crest and Colgate were mentioned most often, in four of the five answers. Colgate was recommended most often, coming first in three out of four answers that gave a list. Crest was second, and Sensodyne was third. Marvis, which ranked second in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Sensodyne	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Crest	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Colgate	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Boka	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Oral-B	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Philips Sonicare	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Tom’s of Maine	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Davids	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Marvis	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Cocofloss	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Hello	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Quip	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Arm & Hammer	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Burst	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Bite	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Hello0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Quip0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Arm & Hammer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Burst0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bite0 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?”
1. 1Colgate
2. 2Sensodyne
3. 3Crest
Asked ChatGPT
“What are the best toothpaste brands?”
1. 1Colgate
2. 2Sensodyne
3. 3Crest
4. 4Tom’s of Maine
Asked ChatGPT
“What is the best electric toothbrush?”
1. 1Philips Sonicare
2. 2Oral-B
Searched Google, AI Overview
“toothpaste”
1. 1Colgate
2. 2Crest
3. 3Sensodyne
4. 4Davids
5. 5Boka
Searched Google, AI Overview
“best toothpaste”
1. 1Colgate
2. 2Crest
3. 3Sensodyne
4. 4Boka

Not named in any answer:

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 do people search for most?

This chart shows how often people search Google for each oral care brand by name. Each line represents a brand's share of searches for all 15 oral care brands we track, month by month, from searches in United States.

Share of searches among oral care brands in the United States, by month

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	Boka	15.6%	74K	0%	-0.4 points
2, held 2nd	Marvis	15.6%	74K	+22.3%	+2.6 points
3, moved from 5th to 3rd	Sensodyne	10.4%	49.5K	+22.2%	+1.7 pointsmoved from 5th to 3rd
4, held 4th	Crest	8.5%	40.5K	0%	-0.2 points
5, moved from 3rd to 5th	Colgate	7%	33.1K	-18.3%	-1.8 pointsmoved from 3rd to 5th
6, moved from 7th to 6th	Oral-B Procter & Gamble	7%	33.1K	0%	-0.2 pointsmoved from 7th to 6th
7, moved from 8th to 7th	Philips Sonicare Philips	7%	33.1K	0%	-0.2 pointsmoved from 8th to 7th
8, moved from 9th to 8th	Cocofloss	5.7%	27.1K	0%	-0.1 pointsmoved from 9th to 8th
9, moved from 6th to 9th	Hello	5.7%	27.1K	-18.1%	-1.4 pointsmoved from 6th to 9th
10, held 10th	Quip	4.7%	22.2K	0%	-0.1 points
11, moved from 12th to 11th	Arm & Hammer	3.8%	18.1K	+22.3%	+0.6 pointsmoved from 12th to 11th
12, moved from 11th to 12th	Tom’s of Maine	3.8%	18.1K	0%	-0.1 pointsmoved from 11th to 12th
13, held 13th	Davids	3.1%	14.8K	0%	-0.1 points
14, moved from 15th to 14th	Burst	1.1%	5.4K	0%	0 pointsmoved from 15th to 14th
15, moved from 14th to 15th	Bite	0.76%	3.6K	-33.3%	-0.4 pointsmoved from 14th to 15th

1.Boka
15.6%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share -0.4 points.
2.Marvis
15.6%
Held 2nd. 74K estimated branded searches, +22.3% vs prior month. Share +2.6 points.
3.Sensodyne
10.4%
Moved from 5th to 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.7 points.
4.Crest
8.5%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.Colgate
7%
Moved from 3rd to 5th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.8 points.
6.Oral-B
7%
Moved from 7th to 6th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
7.Philips Sonicare
7%
Moved from 8th to 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
8.Cocofloss
5.7%
Moved from 9th to 8th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
9.Hello
5.7%
Moved from 6th to 9th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.4 points.
10.Quip
4.7%
Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
11.Arm & Hammer
3.8%
Moved from 12th to 11th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.
12.Tom’s of Maine
3.8%
Moved from 11th to 12th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
13.Davids
3.1%
Held 13th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
14.Burst
1.1%
Moved from 15th to 14th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
15.Bite
0.76%
Moved from 14th to 15th. 3.6K estimated branded searches, -33.3% vs prior month. Share -0.4 points.

Which brand is most popular in search among oral care brands in the United States?

15 brands

Boka and Marvis tie for the highest share of searches among oral care brands in the United States, at 15.6% each in September 2026.

United States oral care brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Boka	11.5% → 15.6%	23.2%Jul 2026	9.1%Nov 2025	2nd → 1st
Marvis	14% → 15.6%	15.6%Sep 2026	10.3%Mar 2026	1st → 2nd
Sensodyne	9.4% → 10.4%	10.4%Sep 2026	8.1%Jan 2026	5th → 3rd
Crest	9.4% → 8.5%	9.9%Jan 2026	7%Jul 2026	4th
Colgate	9.4% → 7%	10.3%Mar 2026	7%Sep 2026	3rd → 5th
Oral-B	7.7% → 7%	9.1%Nov 2025	5.7%Jul 2026	7th → 6th
Philips Sonicare	7.7% → 7%	9.1%Nov 2025	6%Feb 2026	8th → 7th
Cocofloss	7.7% → 5.7%	10.3%Mar 2026	5.7%Sep 2026	6th → 8th
Hello	6.3% → 5.7%	7.6%May 2026	5.7%Sep 2026	9th
Quip	5.1% → 4.7%	6.1%Nov 2025	3.8%Jul 2026	10th
Arm & Hammer	3.4% → 3.8%	4%Apr 2026	3%Jan 2026	11th
Tom’s of Maine	3.4% → 3.8%	6.1%Apr 2026	3.3%Nov 2025	12th
Davids	2.8% → 3.1%	3.4%May 2026	2.4%Jan 2026	13th
Burst	1.5% → 1.1%	1.8%Nov 2025	1%May 2026	14th
Bite	0.83% → 0.76%	1.2%Aug 2026	0.61%Jul 2026	15th

Each finding as a sentence

Across the 12 months ending September 2026, Boka’s share of searches among oral care brands in the United States increased from 11.5% to 15.6%.
Across the 12 months ending September 2026, Marvis’ share of searches among oral care brands in the United States increased from 14% to 15.6%.
Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in the United States increased from 9.4% to 10.4%.
Across the 12 months ending September 2026, Crest’s share of searches among oral care brands in the United States decreased from 9.4% to 8.5%.
Across the 12 months ending September 2026, Colgate’s share of searches among oral care brands in the United States decreased from 9.4% to 7%.
Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in the United States decreased from 7.7% to 7%.
Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in the United States decreased from 7.7% to 7%.
Across the 12 months ending September 2026, Cocofloss’ share of searches among oral care brands in the United States decreased from 7.7% to 5.7%.
Across the 12 months ending September 2026, Hello’s share of searches among oral care brands in the United States decreased from 6.3% to 5.7%.
Across the 12 months ending September 2026, Boka’s share of searches among oral care brands in the United States peaked at 23.2% in July 2026 and was lowest at 9.1% in November 2025.
Across the 12 months ending September 2026, Marvis’ share of searches among oral care brands in the United States peaked at 15.6% in September 2026 and was lowest at 10.3% in March 2026.
Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in the United States peaked at 10.4% in September 2026 and was lowest at 8.1% in January 2026.
Across the 12 months ending September 2026, Crest’s share of searches among oral care brands in the United States peaked at 9.9% in January 2026 and was lowest at 7% in July 2026.
Across the 12 months ending September 2026, Colgate’s share of searches among oral care brands in the United States peaked at 10.3% in March 2026 and was lowest at 7% in September 2026.
Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in the United States peaked at 9.1% in November 2025 and was lowest at 5.7% in July 2026.
Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in the United States peaked at 9.1% in November 2025 and was lowest at 6% in February 2026.
Across the 12 months ending September 2026, Cocofloss’ share of searches among oral care brands in the United States peaked at 10.3% in March 2026 and was lowest at 5.7% in September 2026.
Across the 12 months ending September 2026, Hello’s share of searches among oral care brands in the United States peaked at 7.6% in May 2026 and was lowest at 5.7% in September 2026.
Across the 12 months ending September 2026, Quip’s share of searches among oral care brands in the United States peaked at 6.1% in November 2025 and was lowest at 3.8% in July 2026.
Across the 12 months ending September 2026, Arm & Hammer’s share of searches among oral care brands in the United States peaked at 4% in April 2026 and was lowest at 3% in January 2026.
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.
Across the 12 months ending September 2026, Boka rose from 2nd to 1st among oral care brands in the United States.
Across the 12 months ending September 2026, Marvis fell from 1st to 2nd among oral care brands in the United States.
Across the 12 months ending September 2026, Sensodyne rose from 5th to 3rd among oral care brands in the United States.
Across the 12 months ending September 2026, Colgate fell from 3rd to 5th among oral care brands in the United States.
Across the 12 months ending September 2026, Oral-B rose from 7th to 6th among oral care brands in the United States.
Across the 12 months ending September 2026, Philips Sonicare rose from 8th to 7th among oral care brands in the United States.
Across the 12 months ending September 2026, Cocofloss fell from 6th to 8th among oral care brands in the United States.
Across the 12 months ending September 2026, Quip, Arm & Hammer, Tom’s of Maine, Davids, Burst and Bite held steady: their share of searches among oral care brands in the United States each moved less than 0.5 percentage points.

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

8 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.
In September 2026, Cocofloss rose from 9th to 8th among oral care brands in the United States.
In September 2026, Oral-B rose from 7th to 6th among oral care brands in the United States.

How are branded searches counted for oral care brands?

15 search terms

Each brand's share of searches among oral care brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.