Which oral care brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Oral-B, Colgate and Waterpik 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 Sweden, taking 19.4% of all recommendation points across 5 assistants. Colgate follows with 12.7% and Waterpik is third with 7.2%.
Oral-B's lead over Colgate is 6.7 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, Gemini and Grok put Oral-B first, while DeepSeek favours TePe.
The top five brands hold 53% 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 | 19.4% | 124 | 154 | 75 | 102 | 127 |
| 2 | Colgate | Colgate-Palmolive | 12.7% | 55 | 125 | 73 | 36 | 92 |
| 3 | Waterpik | Church & Dwight | 7.2% | 43 | 47 | 35 | 35 | 55 |
| 4 | Philips | Philips | 7% | 50 | – | 60 | 50 | 50 |
| 5 | Listerine | Kenvue | 6.7% | 35 | 60 | 35 | 35 | 35 |
| 6 | Elmex | Colgate-Palmolive | 5.9% | – | – | 77 | 92 | 8 |
| 7 | TePe | TePe Oral Hygiene Products | 5.6% | 45 | – | 90 | – | 32 |
| 8 | Jordan | Orkla | 5.4% | 70 | – | – | – | 92 |
| 9 | Sensodyne | Haleon | 5.3% | 20 | 25 | 43 | 25 | 45 |
| 10 | Curaprox | Curaden | 4.7% | 8 | – | 20 | 80 | 32 |
| 11 | Panasonic | Meta / Ray-Ban | 2% | 12 | 28 | – | 20 | – |
| 12 | Trisa | Trisa AG | 1.9% | – | – | – | 57 | – |
| 13 | Sonicare | Philips | 1.9% | – | 57 | – | – | – |
| 14 | Crest | Procter & Gamble | 1.6% | – | 48 | – | – | – |
| 15 | Braun | Procter & Gamble | 1.5% | 20 | – | – | – | 24 |
| 16 | Meridol | Colgate-Palmolive | 1.3% | – | – | – | 32 | 8 |
| 17 | Pepsodent | Unilever | 1.2% | 25 | – | 12 | – | – |
| 18 | H2ofloss | H2ofloss | 0.9% | – | 8 | 20 | – | – |
| 19 | SB12 | Karo Healthcare | 0.8% | 25 | – | – | – | – |
| 20 | Burst | Burst Oral Care | 0.8% | – | – | 24 | – | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends Oral-B most often for oral care in Sweden. Across all assistants, Oral-B leads with 19.4% of recommendations.
- Which oral care brand is improving fastest in Sweden?
- 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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