Philips Sonicare vs Tom’s of Maine:Which is more popular?
In September 2026, Philips Sonicare had more branded searches than Tom’s of Maine among oral care brands in the United States. Philips Sonicare had about 33,100 branded searches, while Tom’s of Maine had 18,100. Philips Sonicare made up 7% of all oral care brand searches we track, and Tom’s of Maine accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about oral care brands, Philips Sonicare and Tom’s of Maine each appeared in one of the five answers. Philips Sonicare and Tom’s of Maine were each mentioned first in one of the two answers that named either.
Who do people search for more?
Philips Sonicare, about 83% more searches than Tom’s of Maine
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
Follow Philips Sonicare vs Tom’s of Maine and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top oral care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Philips Sonicare and Tom’s of Maine were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Philips Sonicare and Tom’s of Maine were each listed first in one of the two answers that named either.
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.
Is Philips Sonicare or Tom’s of Maine more popular in search?
This chart shows how often people search Google for Philips Sonicare 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.
Share of searches by month for Philips Sonicare, Tom’s of Maine. 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% |
How has the Philips Sonicare and Tom’s of Maine comparison changed over the last 12 months?
3 findings
- Philips Sonicare was ahead of Tom’s of Maine in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in the United States moved from 7.7% to 7%, and its estimated monthly branded searches held steady at 33.1K.
- Across the 12 months ending September 2026, Tom’s of Maine’s share of searches among oral care brands in the United States moved from 3.4% to 3.8%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
How did search popularity change for United States oral care brands in September 2026?
3 changes
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, Philips Sonicare rose from 8th to 7th among oral care brands in the United States.
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 Philips Sonicare’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.
Philips Sonicare
1 branded search term
- philips sonicare
Tom’s of Maine
1 branded search term
- toms toothpaste
Other head-to-heads among oral care brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.