Which oral care brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, 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 United Kingdom, taking 23.8% of all recommendation points across 5 assistants. Colgate follows with 18% and Waterpik is third with 7.2%.
Oral-B's lead over Colgate is 5.8 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 62% of recommendations out of 39 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 | 23.8% | 157 | 150 | 105 | 162 | 141 |
| 2 | Colgate | Colgate-Palmolive | 18% | 120 | 125 | 80 | 105 | 110 |
| 3 | Waterpik | Church & Dwight | 7.2% | 43 | 47 | 35 | 35 | 55 |
| 4 | Listerine | Kenvue | 6.7% | 35 | 60 | 35 | 35 | 35 |
| 5 | Philips | Philips | 6.5% | 50 | – | 50 | 45 | 50 |
| 6 | Sensodyne | Haleon | 5.1% | 25 | 25 | 25 | 33 | 45 |
| 7 | Corsodyl | Haleon | 4.1% | 33 | – | 25 | 33 | 32 |
| 8 | TePe | TePe Oral Hygiene Products | 3.6% | 37 | – | 32 | 8 | 32 |
| 9 | Crest | Procter & Gamble | 3.1% | – | 52 | 20 | – | 20 |
| 10 | Wisdom | Wisdom Toothbrushes | 2.8% | 32 | – | 20 | 32 | – |
| 11 | Aquafresh | Haleon | 2.5% | 12 | 20 | – | 32 | 12 |
| 12 | Sonicare | Philips | 1.9% | – | 57 | – | – | – |
| 13 | Spotlight Oral Care | Spotlight Oral Care | 1.6% | 20 | – | – | 28 | – |
| 14 | Panasonic | Meta / Ray-Ban | 1.3% | 12 | 28 | – | – | – |
| 15 | Burst | Burst Oral Care | 1.1% | – | – | 32 | – | – |
| 16 | Reach | Kenvue | 0.9% | – | 20 | – | – | 8 |
| 17 | GUM | Sunstar | 0.9% | 8 | – | 20 | – | – |
| 18 | H2ofloss | H2ofloss | 0.9% | – | 8 | 20 | – | – |
| 19 | Glide | Procter & Gamble | 0.8% | – | – | 25 | – | – |
| 20 | Curaprox | Curaden | 0.8% | – | – | – | – | 24 |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Oral-B most often for oral care in United Kingdom. Across all assistants, Oral-B leads with 23.8% of recommendations.
- Which oral care brand is improving fastest in United Kingdom?
- 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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