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Latest three-month 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 model brings the brand up in recommendation answers.
| model | 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 models' 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. Recent quotes are deduplicated and mixed across models.
“Colgate, or Crest value lines”
“Contains the highest concentration of hydrogen peroxide available over-the-counter. This allows the formula to pass through your enamel to break down deep, intrinsic stains.”
“Lowest-cost sensible swap: Colgate Total or Crest Pro-Health”
“Tubes are often larger, bringing the price down to around $4.00 to $5.00 at major retailers”
“Contains hydrogen peroxide, one of the few whitening ingredients with actual bleaching power (not just polishing).”
“Not necessarily worth paying extra for”
“name brands like Crest or Colgate but cost significantly less”
“**Multipacks of basic Crest or Colgate** — if store brand is unavailable, unit pricing on multipacks is often lower than buying a single tube”
“Colgate's basic lines (like Colgate Cavity Protection) are typically similarly priced to Crest's basic lines”
“The feature that matters most is fluoride toothpaste, ideally with the ADA Seal—not whether it is Colgate specifically”
“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”
“the 5% version is prone to temporarily bleaching gums white and causing sharp tooth sensitivity”
“the National Advertising Review Board recommended that Colgate discontinue "stronger" and "faster" relief claims for its Sensitive Pro-Relief toothpaste after a rival challenged the evidence”
Which competitors models 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 models 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.