Brandwave

Arm & Hammer vs Tom’s of Maine:Which is more popular?

In September 2026, Arm & Hammer and Tom’s of Maine were level in searches among oral care brands in the United States, with an estimated 18.1K branded searches each, at 3.8% of the total each. When we asked ChatGPT and Google AI Overviews about oral care brands, Tom’s of Maine appeared in one of the five answers and Arm & Hammer in none.

Among oral care brands in the United States in September 2026

Who do people search for more?

Arm & Hammer and Tom’s of Maine are searched for about as often as each other.

Arm & Hammer 18.1K searchesTom’s of Maine 18.1K searches

Who does AI mention more?

Tom’s of Maine, mentioned in 1 of 5 answers, Arm & Hammer in 0

Tom’s of Maine in 1 of 5Arm & Hammer in 0 of 5

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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. Arm & Hammer 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. Philips Sonicare4th
  5. Oral-B5th
  6. Boka6th
  7. Davids7th
  8. Tom’s of Maine8th
  9. Marvis–
  10. +3 more
  11. Arm & Hammer–
  12. +2 more

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
  • Arm & Hammer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

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 United States on October 26, 2026.

Is Arm & Hammer or Tom’s of Maine more popular in search?

This chart shows how often people search Google for Arm & Hammer and Tom’s of Maine 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.

Arm & Hammer and Tom’s of Maine among oral care brands in the United States, by month

Share of searches by month for Arm & Hammer, Tom’s of Maine. The figures are in the table below the chart.

View monthly share of searches table
MonthBokaMarvisSensodyneCrestColgateOral-BPhilips SonicareCocoflossHelloQuipArm & HammerTom’s of MaineDavidsBurstBite
Oct 202511.5%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 20259.1%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 202510.4%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 202614.8%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 202616.3%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 202615.3%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 202616.5%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 202617.1%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 202617.3%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 202623.2%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 202616%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 202615.6%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%

How has the Arm & Hammer and Tom’s of Maine comparison changed over the last 12 months?

3 findings

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for Tom’s of Maine in the United States rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Arm & Hammer’s and Tom’s of Maine’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.

Arm & Hammer

1 branded search term

  • arm and hammer toothpaste

Tom’s of Maine

1 branded search term

  • toms toothpaste

How the Brand Demand Index is measured

Other head-to-heads among oral care brands

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