Kmart vs Papinelle:Which is more popular?
In September 2026, Papinelle had more branded searches than Kmart among sleepwear brands in Australia. Papinelle had about 9,900 branded searches, while Kmart had 4,400. Papinelle made up 2% of all sleepwear brand searches we track, and Kmart accounted for 0.91%. When we asked ChatGPT and Google AI Overviews about sleepwear brands, Papinelle appeared in four of the five answers and Kmart in three. Papinelle was mentioned before Kmart in three out of five answers.
Who do people search for more?
Papinelle, about 2 searches for every 1 for Kmart
Who does AI mention more?
Papinelle, mentioned in 4 of 5 answers, Kmart in 3
Who does AI recommend more?
Papinelle, named ahead of Kmart in 3 of 5 answers
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Top sleepwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Papinelle was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Papinelle was listed before Kmart in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Peter Alexander1st- Papinelle2nd
Sussan3rd
Kmart4th
Piyama5th
Boody6th
Gingerlilly7th
Bonds8th
Homebodii–
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
Asked ChatGPT
“What are the best pyjama brands in Australia?”
Asked ChatGPT
“Where can I buy good quality women's pyjamas in Australia?”
Asked ChatGPT
“What are the most comfortable cotton pyjamas?”
Searched Google, AI Overview
“pyjamas”
Searched Google, AI Overview
“womens pyjamas”
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.
Is Kmart or Papinelle more popular in search?
This chart shows how often people search Google for Kmart and Papinelle by name. Each line represents a brand's share of searches for all ten sleepwear brands we track, month by month, from searches in Australia.
Share of searches by month for Papinelle, Kmart. The figures are in the table below the chart.
View monthly share of searches table
| Month | Peter Alexander | Papinelle | Piyama | Homebodii | Kmart | Sussan | Bonds | Gingerlilly | Boody | Sant and Abel |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 93.2% | 1.4% | 1.7% | 1.1% | 1.1% | 0.75% | 0.5% | 0.15% | 0.1% | 0.04% |
| Nov 2025 | 94.6% | 1.4% | 1.4% | 0.76% | 0.62% | 0.62% | 0.41% | 0.1% | 0.07% | 0.07% |
| Dec 2025 | 95.7% | 1.2% | 0.95% | 0.52% | 0.52% | 0.63% | 0.28% | 0.08% | 0.06% | 0.07% |
| Jan 2026 | 94.5% | 1.7% | 1.1% | 0.93% | 0.62% | 0.62% | 0.27% | 0.1% | 0.07% | 0.04% |
| Feb 2026 | 91.7% | 2.5% | 1.6% | 1.3% | 1.1% | 0.88% | 0.58% | 0.15% | 0.1% | 0.05% |
| Mar 2026 | 94.3% | 1.4% | 0.93% | 0.75% | 1.1% | 0.62% | 0.62% | 0.12% | 0.08% | 0.05% |
| Apr 2026 | 92.6% | 2% | 1.1% | 0.91% | 1.4% | 1.1% | 0.6% | 0.15% | 0.12% | 0.04% |
| May 2026 | 93.3% | 2.1% | 0.92% | 0.75% | 1.1% | 1.1% | 0.49% | 0.12% | 0.1% | 0.04% |
| Jun 2026 | 95.5% | 1.4% | 0.62% | 0.51% | 0.77% | 0.62% | 0.41% | 0.08% | 0.07% | 0.05% |
| Jul 2026 | 92.7% | 2% | 1.1% | 0.91% | 1.4% | 1.1% | 0.48% | 0.12% | 0.12% | 0.07% |
| Aug 2026 | 92.3% | 2% | 1.4% | 1.1% | 1.4% | 1.1% | 0.48% | 0.1% | 0.1% | 0.1% |
| Sep 2026 | 93.1% | 2% | 1.4% | 0.91% | 0.91% | 0.91% | 0.5% | 0.1% | 0.08% | 0.05% |
Kmart sells other things too, so only its searches that name this product count here, like “kmart pyjamas”.
How has the Kmart and Papinelle comparison changed over the last 12 months?
3 findings
- Papinelle was ahead of Kmart in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kmart’s share of searches among sleepwear brands in Australia moved from 1.1% to 0.91%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Papinelle’s share of searches among sleepwear brands in Australia moved from 1.4% to 2%, and its estimated monthly branded searches moved from 6.6K to 9.9K.
How did search popularity change for Australia sleepwear brands in September 2026?
2 changes
In September 2026, Kmart fell from 3rd to 5th among sleepwear brands in Australia.
Estimated monthly branded searches for Papinelle in Australia rose 50% over 12 measured months, from 6.6K to 9.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kmart’s and Papinelle’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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