ARA Oral Care · Q2 2026 · Full Shelf Diagnostic

Two-thirds of this shelf belongs to the brands that were already winning.

Why these three lead the shelf
1. Crestchosen 23× / 11.2% / 4/4 models

Comes back from every model when the question carries no qualifier: just best toothpaste. It owns the general answer.

2. Colgatechosen 22× / 10.7% / 4/4 models

Present on more questions than Crest and winning fewer of them outright. Total category coverage without owning a single specific claim.

3. Sensodynechosen 18× / 8.7% / 4/4 models

Owns sensitivity, a question a shopper asks in exactly those words. The narrowest position of the three and the hardest to take.

About the AI Shelf
The AI Shelf is the short list of names an AI assistant gives when someone asks what to buy. ChatGPT, Claude, Gemini and Perplexity answer the questions a real buyer asks, and every brand they name lands on the shelf. Your customer sees it before they see yours, and nobody can pay for position on it.
Each time a model chooses a brand over every other brand it could have named, that counts once. 206 choices were made here. Slice size is share of all of them.
11.2%largest holding — Crest
63.1%held by the 11 audited brands
46brands named in total
The takeaway
Thirty years of being the default answer is the strongest asset in this category. The top three are the same three a shopper would have recited from memory before any of these models existed.
ARA Crest — 23 placements (11.2%) · 4/4 models (Cl, GPT, Gm, Px) · 6 of 8 queries · best rank #1Colgate — 22 placements (10.7%) · 4/4 models (Cl, GPT, Gm, Px) · 7 of 8 queries · best rank #1Sensodyne — 18 placements (8.7%) · 4/4 models (Cl, GPT, Gm, Px) · 5 of 8 queries · best rank #1Tom's of Maine — 14 placements (6.8%) · 4/4 models (Cl, GPT, Gm, Px) · 6 of 8 queries · best rank #1Oral-B — 13 placements (6.3%) · 4/4 models (Cl, GPT, Gm, Px) · 5 of 8 queries · best rank #1Listerine — 11 placements (5.3%) · 4/4 models (Cl, GPT, Gm, Px) · 3 of 8 queries · best rank #1Arm & Hammer — 10 placements (4.9%) · 4/4 models (Cl, GPT, Gm, Px) · 3 of 8 queries · best rank #3Parodontax — 9 placements (4.4%) · 3/4 models (GPT, Gm, Px) · 5 of 8 queries · best rank #1ACT — 8 placements (3.9%) · 4/4 models (Cl, GPT, Gm, Px) · 4 of 8 queries · best rank #3Philips Sonicare — 8 placements (3.9%) · 4/4 models (Cl, GPT, Gm, Px) · 3 of 8 queries · best rank #1Hello — 7 placements (3.4%) · 3/4 models (GPT, Gm, Px) · 5 of 8 queries · best rank #2Biotene — 4 placements (1.9%) · 3/4 models (Cl, GPT, Gm) · 2 of 8 queries · best rank #6TheraBreath — 4 placements (1.9%) · 4/4 models (Cl, GPT, Gm, Px) · 1 of 8 queries · best rank #2Waterpik — 4 placements (1.9%) · 3/4 models (Cl, Gm, Px) · 3 of 8 queries · best rank #3Bite — 3 placements (1.5%) · 3/4 models (GPT, Gm, Px) · 1 of 8 queries · best rank #1Davids — 3 placements (1.5%) · 3/4 models (GPT, Gm, Px) · 1 of 8 queries · best rank #1Dr. Bronner's — 3 placements (1.5%) · 3/4 models (Cl, Gm, Px) · 1 of 8 queries · best rank #2Foreo — 3 placements (1.5%) · 3/4 models (Cl, GPT, Gm) · 1 of 8 queries · best rank #4Georganics — 3 placements (1.5%) · 3/4 models (GPT, Gm, Px) · 1 of 8 queries · best rank #3Quip — 3 placements (1.5%) · 3/4 models (Cl, GPT, Gm) · 1 of 8 queries · best rank #3Radius — 3 placements (1.5%) · 3/4 models (GPT, Gm, Px) · 1 of 8 queries · best rank #4Burst — 2 placements (1.0%) · 2/4 models (Cl, Gm) · 1 of 8 queries · best rank #5CariFree — 2 placements (1.0%) · 1/4 models (Px) · 2 of 8 queries · best rank #6Cocofloss — 2 placements (1.0%) · 1/4 models (GPT) · 2 of 8 queries · best rank #6Humble Co. — 2 placements (1.0%) · 2/4 models (Cl, GPT) · 1 of 8 queries · best rank #5Opalescence — 2 placements (1.0%) · 2/4 models (Cl, Px) · 1 of 8 queries · best rank #5Pronamel — 2 placements (1.0%) · 2/4 models (Gm, Px) · 2 of 8 queries · best rank #5AquaSonic — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #6Brio — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #7Brush with Bamboo — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #6Burt's Bees — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #4CloSYS — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #6Corsodyl — 1 placement (0.5%) · 1/4 models (Gm) · 1 of 8 queries · best rank #4Desert Essence — 1 placement (0.5%) · 1/4 models (Gm) · 1 of 8 queries · best rank #7Fluoridex — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #4Himalaya Botanique — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #5Huppy — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #7Jason Natural — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #3Laifen — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #3Ordo — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #5Plackers — 1 placement (0.5%) · 1/4 models (Cl) · 1 of 8 queries · best rank #7Plus White — 1 placement (0.5%) · 1/4 models (Gm) · 1 of 8 queries · best rank #6Prevident 5000 — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #5Rembrandt — 1 placement (0.5%) · 1/4 models (Gm) · 1 of 8 queries · best rank #7SURI — 1 placement (0.5%) · 1/4 models (Px) · 1 of 8 queries · best rank #1Marvis — never named by any model, on any of the 8 queries6 named twice6% of the shelf18 named once9% of the shelfCrest · 23Colgate · 22Sensodyne · 18Tom's of Maine · 14Oral-B · 13Listerine · 11Waterpik · 4TheraBreath · 4Biotene · 4Hello · 7Philips Sonicare · 8ACT · 8Parodontax · 9Arm & Hammer · 1046BRANDS · CHOSEN 206 TIMEScohort holds 63.1%
In the current ARA IndexNot currently in the ARA Index — shaded by rank, darkest = chosen least often
All 46 brands — the annotated ranking
#NameChosenShareModelsBestΔ
1Crest2311.2%4/4#1—
2Colgate2210.7%4/4#1—
3Sensodyne188.7%4/4#1—
4Tom's of Maine146.8%4/4#1—
5Oral-B136.3%4/4#1—
6Listerine115.3%4/4#1—
7Arm & Hammer104.9%4/4#3—
8Parodontax94.4%3/4#1—
9ACT83.9%4/4#3—
10Philips Sonicare83.9%4/4#1—
11Hello73.4%3/4#2—
12Biotene41.9%3/4#6—
13TheraBreath41.9%4/4#2—
14Waterpik41.9%3/4#3—
15Bite31.5%3/4#1—
16Davids31.5%3/4#1—
17Dr. Bronner's31.5%3/4#2—
18Foreo31.5%3/4#4—
19Georganics31.5%3/4#3—
20Quip31.5%3/4#3—
21Radius31.5%3/4#4—
22Burst21.0%2/4#5—
23CariFree21.0%1/4#6—
24Cocofloss21.0%1/4#6—
25Humble Co.21.0%2/4#5—
26Opalescence21.0%2/4#5—
27Pronamel21.0%2/4#5—
28AquaSonic10.5%1/4#6—
29Brio10.5%1/4#7—
30Brush with Bamboo10.5%1/4#6—
31Burt's Bees10.5%1/4#4—
32CloSYS10.5%1/4#6—
33Corsodyl10.5%1/4#4—
34Desert Essence10.5%1/4#7—
35Fluoridex10.5%1/4#4—
36Himalaya Botanique10.5%1/4#5—
37Huppy10.5%1/4#7—
38Jason Natural10.5%1/4#3—
39Laifen10.5%1/4#3—
40Ordo10.5%1/4#5—
41Plackers10.5%1/4#7—
42Plus White10.5%1/4#6—
43Prevident 500010.5%1/4#5—
44Rembrandt10.5%1/4#7—
45SURI10.5%1/4#1—
46Marvis00.0%0/4——
ARA · ALGORITHM READINESS ANALYSIS · ARACO.AI — 4 models × 8 shopper questions, top answers per cell. MEASURING AI TRUST IN BRANDS.
Naming variants merged before counting: Biotene · Davids · Humble Co. · Listerine · Radius. Query counts for merged brands are upper bounds.