Which oral care brands do AI assistants recommend in Canada? Q4 2026
In Canada, AI assistants most often recommend Oral-B, Colgate and Crest for oral care. Oral-B is named by 5 of 5 assistants.
What the data says
Oral-B (Procter & Gamble) is the oral care brand AI assistants recommend most in Canada, taking 20% of all recommendation points across 5 assistants. Colgate follows with 14.6% and Crest is third with 11.4%.
Oral-B's lead over Colgate is 5.4 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Oral-B first.
The top five brands hold 61% of recommendations out of 34 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Oral-B | Procter & Gamble | 20% | 125 | 130 | 95 | 125 | 125 |
| 2 | Colgate | Colgate-Palmolive | 14.6% | 80 | 110 | 60 | 105 | 82 |
| 3 | Crest | Procter & Gamble | 11.4% | 50 | 92 | 50 | 50 | 100 |
| 4 | Waterpik | Church & Dwight | 8.2% | 55 | 47 | 35 | 55 | 55 |
| 5 | Philips | Philips | 7% | 50 | – | 60 | 50 | 50 |
| 6 | Listerine | Kenvue | 6.7% | 35 | 60 | 35 | 35 | 35 |
| 7 | Sensodyne | Haleon | 3.7% | 20 | 20 | 20 | 32 | 20 |
| 8 | Reach | Kenvue | 3.7% | 32 | 20 | 40 | – | 20 |
| 9 | GUM | Sunstar | 3.1% | 28 | – | 24 | 40 | – |
| 10 | Glide | Procter & Gamble | 2.5% | 25 | – | 25 | – | 25 |
| 11 | Quip | Quip | 1.7% | 12 | 8 | 8 | 12 | 12 |
| 12 | Burst | Burst Oral Care | 1.6% | 8 | – | 32 | – | 8 |
| 13 | ACT | Sanofi | 1.6% | 12 | 8 | 20 | – | 8 |
| 14 | Sonicare | Philips | 1.5% | – | 45 | – | – | – |
| 15 | Panasonic | Meta / Ray-Ban | 1.5% | 12 | 20 | – | 12 | – |
| 16 | Tom's of Maine | Colgate-Palmolive | 1.3% | 8 | 8 | 8 | 8 | 8 |
| 17 | Arm & Hammer | Arm & Hammer | 1.2% | 12 | – | 12 | – | 12 |
| 18 | Scope | Procter & Gamble | 1.2% | – | 12 | – | 12 | 12 |
| 19 | H2ofloss | H2ofloss | 1.2% | 8 | 8 | 20 | – | – |
| 20 | TheraBreath | Church & Dwight | 0.9% | 8 | – | 12 | 8 | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Canada?
- ChatGPT recommends Oral-B most often for oral care in Canada. Across all assistants, Oral-B leads with 20% of recommendations.
- Which oral care brand is improving fastest in Canada?
- Listerine has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 6.7% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Oral Care: AI rankings by country
Covers: Dental Floss, Electric Toothbrushes, Manual Toothbrushes, Mouthwash, Toothpaste, Water Flossers.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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