Brandwave

Colgate vs Philips Sonicare:Which is more popular?

In September 2026, Colgate and Philips Sonicare were level in searches among oral care brands in the United States, with an estimated 33.1K branded searches each, at 7% of the total each. When we asked ChatGPT and Google AI Overviews about oral care brands, Colgate appeared in four of the five answers and Philips Sonicare in one. Colgate was mentioned before Philips Sonicare in three out of four answers.

Among oral care brands in the United States in September 2026

Who do people search for more?

Colgate and Philips Sonicare are searched for about as often as each other.

Colgate 33.1K searchesPhilips Sonicare 33.1K searches

Who does AI mention more?

Colgate, mentioned in 4 of 5 answers, Philips Sonicare in 1

Colgate in 4 of 5Philips Sonicare in 1 of 5

Who does AI recommend more?

Colgate, named ahead of Philips Sonicare in 3 of 4 answers

Colgate first in 3Philips Sonicare first in 1

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Top oral care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Colgate was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. 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. Colgate was listed before Philips Sonicare in three out of four 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. Cocofloss–
  11. +5 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
  • Cocofloss0 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 Colgate or Philips Sonicare more popular in search?

This chart shows how often people search Google for Colgate and Philips Sonicare 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.

Colgate and Philips Sonicare among oral care brands in the United States, by month

Share of searches by month for Colgate, Philips Sonicare. 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 Colgate and Philips Sonicare comparison changed over the last 12 months?

3 findings

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

3 changes

  1. 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.

  2. In September 2026, Colgate lost share of searches among oral care brands in the United States, from 8.7% to 7%.

  3. In September 2026, Philips Sonicare rose from 8th to 7th among oral care brands in the United States.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Colgate’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.

Colgate

1 branded search term

  • colgate toothpaste

Philips Sonicare

1 branded search term

  • philips sonicare

How the Brand Demand Index is measured

Other head-to-heads among oral care brands

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