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ItalianoWhich oral care products brands
AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini and Google AI Mode
- Brands
- 49
- Questions
- 800
- Answers
- 2,400
- AI engines
- 3
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of questions where ChatGPT names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11 | Colgate | 41.1% | 15.0% | 37.7–44.5 | ChatGPT1Gemini1Google AI Mode1 |
| 22 | Oral-B | 34.0% | 12.7% | 30.7–37.3 | ChatGPT2Gemini2Google AI Mode2 |
| 33–6 | Philips Sonicare | 17.5% | 7.6% | 14.9–20.1 | ChatGPT3Gemini5Google AI Mode3 |
| 43–7 | Sensodyne | 15.1% | 5.3% | 12.6–17.6 | ChatGPT4Gemini7Google AI Mode5 |
| 53–9 | Coles | 14.5% | 4.9% | 12.1–16.9 | ChatGPT5Gemini4Google AI Mode8 |
| 63–9 | Piksters | 14.4% | 7.4% | 11.9–16.8 | ChatGPT6Gemini6Google AI Mode7 |
| 74–12 | Listerine | 11.1% | 3.8% | 8.9–13.3 | ChatGPT7Gemini10Google AI Mode10 |
| 85–12 | Polident | 10.4% | 8.8% | 8.3–12.5 | ChatGPT8Gemini8Google AI Mode9 |
| 95–12 | White Glo | 10.1% | 3.3% | 8.0–12.2 | ChatGPT9Gemini12Google AI Mode6 |
| 107–13 | Woolworths | 9.6% | 3.0% | 7.6–11.7 | ChatGPT10Gemini3Google AI Mode4 |
| 117–16 | Hismile | 7.6% | 2.1% | 6.0–9.7 | ChatGPT11Gemini13Google AI Mode11 |
| 127–16 | Biotene | 7.2% | 2.8% | 5.7–9.3 | ChatGPT12Gemini14Google AI Mode15 |
| 1310–20 | Grants | 5.9% | 2.4% | 4.4–7.7 | ChatGPT13Gemini9Google AI Mode12 |
| 1411–20 | Savacol | 5.6% | 1.7% | 4.2–7.4 | ChatGPT14Gemini18Google AI Mode20 |
| 1511–20 | Hismile PAP+ | 5.5% | 1.5% | 4.1–7.3 | ChatGPT15Gemini16Google AI Mode13 |
| 1611–20 | Oral7 | 5.3% | 2.1% | 3.9–7.0 | ChatGPT16Gemini15Google AI Mode14 |
| 1713–20 | Oclean | 4.0% | 1.5% | 2.8–5.6 | ChatGPT17 |
| 1813–20 | Waterpik | 4.0% | 1.8% | 2.8–5.6 | ChatGPT18Gemini20 |
| 1913–20 | MooGoo | 3.8% | 1.5% | 2.6–5.3 | ChatGPT19Gemini17 |
| 2013–20 | SmilePro | 3.5% | 1.1% | 2.4–5.0 | ChatGPT20Google AI Mode19 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 9 of 11 brands rank in the top 10 of all 3 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Colgate | 1 | 1 | 1 | n/a | ChatGPTGeminiGoogle AI Mode |
| Oral-B | 2 | 2 | 2 | n/a | ChatGPTGeminiGoogle AI Mode |
| Philips Sonicare | 3 | 5 | 3 | n/a | ChatGPTGeminiGoogle AI Mode |
| Sensodyne | 4 | 7 | 5 | n/a | ChatGPTGeminiGoogle AI Mode |
| Woolworths | 10 | 3 | 4 | n/a | ChatGPTGeminiGoogle AI Mode |
| Coles | 5 | 4 | 8 | n/a | ChatGPTGeminiGoogle AI Mode |
| Piksters | 6 | 6 | 7 | n/a | ChatGPTGeminiGoogle AI Mode |
| Polident | 8 | 8 | 9 | n/a | ChatGPTGeminiGoogle AI Mode |
| Listerine | 7 | 10 | 10 | n/a | ChatGPTGeminiGoogle AI Mode |
| White Glo | 9 | – | 6 | n/a | ChatGPTGoogle AI Mode |
| Grants | – | 9 | – | n/a | Gemini |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10 · n/a — the engine gave too few answers here to publish a ranking.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, oral care products, Australia.
03 · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| google.com | 0.3% | – | 47.7% | n/a |
| chemistwarehouse.com.au | 9.5% | 5.4% | 11.0% | n/a |
| toothpasteology.com.au | 0.5% | 4.7% | 0.4% | n/a |
| teeth.org.au | 4.1% | 0.9% | 0.2% | n/a |
| thehouseofmouth.com.au | 0.4% | 4.1% | 1.1% | n/a |
| healthdirect.gov.au | 3.7% | 0.1% | 0.1% | n/a |
| philips.com.au | 3.7% | 0.4% | 0.3% | n/a |
| reddit.com | 3.2% | 0.2% | 0.7% | n/a |
| coles.com.au | 3.0% | 0.6% | 0.1% | n/a |
| electricteeth.com | 1.0% | 3.0% | 0.6% | n/a |
| nestpath.com.au | <0.1% | 3.0% | 0.2% | n/a |
| ada.org.au | 2.9% | 1× | 0.1% | n/a |
04 · The questions we asked
800 buyer questions, each
asked once per engine
General requests and requests with a specific use case, audience, selection criterion or problem.
| Question type | Questions |
|---|---|
| General questions | 112 |
| Use case | 280 |
| Audience | 167 |
| Selection criteria | 155 |
| Problem to solve | 86 |
By question type
Examples · General questions
“what are the best oral care brands in Australia?”
“what are the best sensitive toothpastes in Australia?”
Examples · Use case
“what should I buy if I need fluoride toothpastes for preventing cavities in Australia?”
“which sonic toothbrushes work best for cleaning around braces and orthodontic wires in Australia?”
Examples · Audience
“which dental flosses suit people with sensitive gums best in Australia?”
“which oral care brands are most popular with older adults managing dry mouth and receding gingival margins in Australia?”
Examples · Selection criteria
“how do oral care brands compare on stain removal without triggering tooth sensitivity in Australia?”
“which oral care brands should I choose if local ethical production and cruelty-free accreditation matter most in Australia?”
Examples · Problem to solve
“Toothpaste tablets are too gritty and will not dissolve. Which oral care brands should I look at in Australia?”
“Toothpaste made the inside of my mouth peel, so I have stopped using it and am seeking dental advice. Which oral care brands offer gentle non-whitening daily-care options to consider after that advice in Australia?”
Source: Findrix research. 800 buyer questions by question type, oral care products, Australia.
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Frequently asked questions
What does this Oral Care Products AI Search report measure?
Which oral care products brands ChatGPT, Gemini and Google AI Mode name when buyers in Australia ask them for advice. We asked 800 buyer questions, each once to each engine, and counted how often every brand appears and which websites the engines cite. Measured Oct 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Oral Care Products brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 9 of 11 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question once to each engine and report a 95% range instead of a single answer.