Crest

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

By assistant

How often each assistant brings the brand up in recommendation answers.

Share of recommendations over time

Wave-by-wave share of recommendation answers that named this brand.

What they call it

Recurring descriptions in the assistants' own words, grouped by theme.

• ada seal ×43

  “**The ADA Seal of Acceptance:** Almost all Crest formulas carry the American Dental Association (ADA) Seal of Acceptance, which proves the product has been rigorously tested and clinically proven to be both safe and effective.”

• stannous fluoride formula ×26

  “**Formula Stability and Patents:** Crest holds patents on its stabilizers, particularly for complex active ingredients like stannous fluoride (found in *Crest Pro-Health*), which fights plaque and gingivitis.”

• budget-friendly ×25

  “While Crest is highly accessible and inexpensive, it can be too harsh on your teeth over time.”

• cavity prevention ×24

  “** Pick a Crest tube with the ADA Seal—it has independently reviewed options for cavity protection and other oral-health claims.”

• gum health ×15

  “- **Crest Pro-Health Sensitive / Gum & Sensitivity** — a good alternative if your sensitivity seems related to gum recession or you also want gingivitis protection.”

• fluoride cavity protection ×13

  “99 for 4 oz** | Fluoride-free, SLS-free, and explicitly lists 10% nHA.”

• highly affordable ×9

  “* **Close-Up:** Known for its distinct liquid-gel texture and cinnamon flavor, Close-Up is a highly affordable national brand.”

• plaque/gingivitis control ×9

  “It has ADA-accepted options with evidence for cavity prevention and, in some formulations, additional benefits such as plaque, gingivitis, sensitivity, and enamel-erosion control.”

• sensitive toothpaste ×9

  “| **Crest/Colgate/Hello fluoride versions** | Usually **$3–7** | Good middle ground if you want a mainstream toothpaste, sensitivity or whitening options, and stronger evidence-based cavity protection per dollar.”

• fights cavities ×6

  “This active ingredient not only fights cavities but also provides excellent defense against gingivitis, plaque, and tooth sensitivity all in one tube.”

In their words

994 exact quoted mentions in this snapshot, grouped by coded tone.

What they recommend

“Crest Gum Detoxify, Parodontax) target bacteria along the gumline.”

“Common Brands/Products”

“For most people, a basic ADA-accepted fluoride toothpaste (Crest, Colgate, or store brand equivalents) works fine.”

“contains stannous fluoride”

“Most major brands (Crest, Colgate, Sensodyne, etc.) include this.”

Where they hedge

“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.”

“its high abrasivity makes it very effective for quickly removing surface stains, though this high abrasivity may lead to enamel wear if not used carefully”

What they warn about

“Multiple brands, including Crest, Colgate/Tom's of Maine, and Hello, faced class actions alleging they design children's product labels with candy and fruit-juice flavors and cartoon characters that mislead kids into thinking the products a”

“Crest formulas frequently rely on stannous fluoride, which can sometimes leave a slightly metallic aftertaste or a grittier texture in your mouth”

“While Crest is highly accessible and inexpensive, it can be too harsh on your teeth over time”

“the National Advertising Division recently reviewed Crest's claim that its "REPAIR" toothpaste's "Extra strength fluoride remineralizes enamel to strengthen teeth" and found it went beyond what the FDA monograph supports”

“Crest—especially its popular whitening and Pro-Health lines—tends to use more abrasive scrubbing agents. While this is effective for quick stain removal, it can be harsh on sensitive teeth and wear down your tooth enamel over long-term use.”

The substitution map

Which competitors assistants suggest when shoppers ask for something cheaper.

Where this comes from

67 of 542 mentions appear alongside an identifiable web citation. Citation does not establish causation.

Where they send you

Stores and sites assistants name as places to buy this brand.

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.