Brandwave

How popular isKmart?

In September 2026, people searched for Kmart by name about 4.2 million times in Australia, a 32.6% decrease from the previous year. These searches made up 0.91% of all Australia sleepwear brand searches, placing Kmart fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about sleepwear brands, Kmart appeared in three of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Kmart is the fifth most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Peter AlexanderShare of searches 93.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. PapinelleShare of searches 2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. PiyamaShare of searches 1.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  4. HomebodiiShare of searches 0.91%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. KmartShare of searches 0.91%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top sleepwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kmart was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Kmart is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Peter Alexander1st
  2. Papinelle2nd
  3. Sussan3rd
  4. Kmart4th
  5. Piyama5th
  6. Boody6th
  7. Gingerlilly7th
  8. Bonds8th
  9. Homebodii–
  10. Sant and Abel–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Peter Alexander5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Papinelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Piyama4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sussan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gingerlilly2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boody2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Homebodii0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sant and Abel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sleepwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which sleepwear brands compete with Kmart?

Kmart against sleepwear brands in Australia, by month

Share of searches by month for Peter Alexander, Papinelle, Kmart. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter AlexanderPapinellePiyamaHomebodiiKmartSussanBondsGingerlillyBoodySant and Abel
Oct 202593.2%1.4%1.7%1.1%1.1%0.75%0.5%0.15%0.1%0.04%
Nov 202594.6%1.4%1.4%0.76%0.62%0.62%0.41%0.1%0.07%0.07%
Dec 202595.7%1.2%0.95%0.52%0.52%0.63%0.28%0.08%0.06%0.07%
Jan 202694.5%1.7%1.1%0.93%0.62%0.62%0.27%0.1%0.07%0.04%
Feb 202691.7%2.5%1.6%1.3%1.1%0.88%0.58%0.15%0.1%0.05%
Mar 202694.3%1.4%0.93%0.75%1.1%0.62%0.62%0.12%0.08%0.05%
Apr 202692.6%2%1.1%0.91%1.4%1.1%0.6%0.15%0.12%0.04%
May 202693.3%2.1%0.92%0.75%1.1%1.1%0.49%0.12%0.1%0.04%
Jun 202695.5%1.4%0.62%0.51%0.77%0.62%0.41%0.08%0.07%0.05%
Jul 202692.7%2%1.1%0.91%1.4%1.1%0.48%0.12%0.12%0.07%
Aug 202692.3%2%1.4%1.1%1.4%1.1%0.48%0.1%0.1%0.1%
Sep 202693.1%2%1.4%0.91%0.91%0.91%0.5%0.1%0.08%0.05%

  1. 1.Peter Alexander

    93.1%

    Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +0.8 points.

  2. 2.Papinelle

    2%

    Held 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

  3. 3.Piyama

    1.4%

    Moved from 4th to 3rd. 6.6K estimated branded searches, +22.2% vs prior month. Share 0 points.

  4. 4.Homebodii

    0.91%

    Moved from 5th to 4th. 4.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Kmart

    0.91%

    Moved from 3rd to 5th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  6. 6.Sussan

    0.91%

    Held 6th. 4.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Bonds

    0.5%

    Held 7th. 2.4K estimated branded searches, +26.3% vs prior month. Share 0 points.

  8. 8.Gingerlilly

    0.1%

    Moved from 9th to 8th. 480 estimated branded searches, +23.1% vs prior month. Share 0 points.

  9. 9.Boody

    0.08%

    Moved from 8th to 9th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Sant and Abel

    0.05%

    Held 10th. 260 estimated branded searches, -33.3% vs prior month. Share 0 points.

Kmart sells other things too, so only its searches that name this product count here, like “kmart pyjamas”.

Compare popularity between Kmart and its closest rivals

Every comparison with Kmart

35 comparisons

How has branded search demand for Kmart changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kmart in Australia fell from 6.2M to 4.2M.
  • Across the 12 months ending September 2026, Kmart’s share of searches among sleepwear brands in Australia held steady, from 1.1% to 0.91%.

How did search popularity change for Australia sleepwear brands in September 2026?

6 changes

  1. In September 2026, Peter Alexander gained share of searches among sleepwear brands in Australia, from 92.3% to 93.1%.

  2. Piyama’s share of searches among sleepwear brands in Australia has gained ground for 3 months in a row, from 0.62% to 1.4% in September 2026.

  3. In September 2026, Gingerlilly rose from 9th to 8th among sleepwear brands in Australia.

  4. In September 2026, Homebodii rose from 5th to 4th among sleepwear brands in Australia.

  5. In September 2026, Kmart fell from 3rd to 5th among sleepwear brands in Australia.

  6. In September 2026, Boody fell from 8th to 9th among sleepwear brands in Australia.

How are Kmart’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Kmart’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • kmart
  • kmart air fryer
  • kmart blender
  • kmart homewares
  • kmart pyjamas

Do you work for Kmart? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Kmart compete?

Kmart is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Department stores1st of 639.6%Show ranking
Homewares retailers6th of 91.1%Show ranking
Sleepwear brands5th of 100.91%Shown above
Air fryer brands2nd of 1028.4%Show ranking
Blender brands3rd of 920.7%Show ranking
Creator with pink hair and a pink jacket

Is Kmart your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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