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Latest four-week snapshot through 2026-07-23 · 3 waves. Use the controls above to change the window.
Toothpaste · 3 waves · n=360 answers, pooled
How often each assistant brings the brand up in recommendation answers.
| assistant | share of voice | answers |
|---|---|---|
| ChatGPT | 74% | 89 of 120 |
| Claude | 91% | 109 of 120 |
| Gemini | 93% | 111 of 120 |
Wave-by-wave share of recommendation answers that named this brand.
| wave | share of voice | answers | change |
|---|---|---|---|
| 2026-07-21 | 88% | 106 of 120 | |
| 2026-07-22 | 85% | 102 of 120 | -3 points |
| 2026-07-23 | 84% | 101 of 120 | -1 points |
Recurring descriptions in the assistants' own words, grouped by theme.
“* **Better Value:** Colgate is significantly more budget-friendly.”
“**Superior Clinical Backing:** Many of Colgate’s toothpastes—such as Colgate Total—carry the dental industry's gold standard, the **American Dental Association (ADA) Seal of Acceptance**.”
“Standard **Colgate Cavity Protection** or **Colgate Baking Soda & Peroxide** toothpaste is clinical-grade, ADA-approved, and contains the same cavity-fighting fluoride as Crest.”
“It is formulated as a basic gel with sodium fluoride for cavity protection.”
“Colgate’s premium lines, such as *Optic White Pro Series*, contain up to **5% hydrogen peroxide**—the highest level of active chemical bleach in any over-the-counter toothpaste.”
“If you like the feel and specialized benefits of premium toothpaste (like whitening or sensitivity relief) but want to pay half the price, store brands are your best bet.”
“**Stannous Fluoride:** Acts like a shield, physically plugging the tiny holes (tubules) in your enamel so temperature changes can't reach the nerves.”
“If you are looking to cut down on your household budget, switching from name-brand Colgate (especially premium lines like Colgate Total or Optic White, which can cost $5 to $8+ per tube) to a cheaper alternative is a great way to save money.”
“* **Colgate (Basic Cavity Protection):** While Colgate has premium lines that compete with Crest's prices, their entry-level "Cavity Protection" line is incredibly cheap and highly effective.”
“While Colgate's premium lines are priced similarly to Crest's, their basic formulas are highly effective, budget-friendly staples.”
1,141 exact quoted mentions in this snapshot, grouped by coded tone.
“Common Brands/Products”
“For most people, a basic ADA-accepted fluoride toothpaste (Crest, Colgate, or store brand equivalents) works fine.”
“Look for toothpaste with potassium nitrate or stannous fluoride (e.g., Sensodyne, Colgate Sensitive)”
“contains arginine and calcium carbonate for tubule-blocking”
“Most major brands (Crest, Colgate, Sensodyne, etc.) include this.”
“name brands like Crest or Colgate but cost significantly less”
“name brands like Crest or Colgate but often contain the same active ingredient (sodium fluoride or sodium monofluorophosphate) at the same concentration”
“name brands like Crest or Colgate, just without the marketing costs”
“Crest 3D White or Colgate Total Whitening contain peroxide-based ingredients (like hydrogen peroxide) that can tackle deeper stains but may cause sensitivity in some people.”
“If you have highly sensitive teeth, you may need to spend a little extra on a sensitive-specific paste like Sensodyne or Colgate Sensitive, but for most people, basic cavity protection is completely sufficient.”
“P&G alleged Colgate breached Australian Consumer Law by making false claims about the whitening ability of its Optic White Renewal toothpaste”
“faced a lawsuit over "recyclable tube" claims, where plaintiffs claimed that if they had known their municipal recycling programs do not accept and recycle the tubes, they would not have purchased the product”
“the UK's Advertising Standards Authority (ASA) famously banned a Colgate ad making this exact claim because it misleadingly implied most dentists preferred Colgate over other brands”
“Colgate faced a class action alleging Colgate misleads consumers when it calls its toothpaste tubes recyclable”
“A judge found problems because this misleading information is present on the packaging of several varieties of Colgate toothpaste... the toothpaste tubes will invariably end up in incinerators or landfills”
Which competitors assistants suggest when shoppers ask for something cheaper.
84 of 556 mentions appear alongside an identifiable web citation. Citation does not establish causation.
| cited source | mentions |
|---|---|
| nbcnews.com | 8 |
| greentreedentalgroup.com | 7 |
| asinsight.com | 7 |
| walmart.com | 6 |
| danforthdentistry.com | 5 |
| target.com | 5 |
| goodhousekeeping.com | 5 |
| clinicaromero.com | 5 |
| dentalreviewed.com | 4 |
| reddit.com | 4 |
| metromarket.net | 3 |
| endicottdental.com | 3 |
Stores and sites assistants name as places to buy this brand.
| retailer | mentions |
|---|---|
| Colgate (direct) | 9 |
| Target | 6 |
| Walmart | 5 |
| Amazon | 4 |
| Walgreens | 3 |
| Woot | 2 |
| shop | 2 |
| CVS | 2 |
| Food 4 Less | 1 |
| Meijer | 1 |
| colgateprofessional | 1 |
| dollar stores | 1 |
Method: fixed shopper questions asked repeatedly to Claude, OpenAI GPT and Gemini with web search on. Shares are the percentage of recommendation answers mentioning the brand. Quotes are AI outputs; full transcripts are kept as receipts.