Brandwave

How popular isBIC in search?

In September 2026, there were an estimated 503K branded searches for BIC worldwide which is up 5.1% over the last 12 months. BIC holds 31.5% estimated Share of Search among razor blade brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Gillette54.6%
  2. BIC31.5%
  3. Dollar Shave Club6.4%
  4. Schick5.9%
  5. Wilkinson Sword1.6%
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Where does BIC compete?

BIC is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Razor blade brands2nd of 531.5%Shown below
Pen and stationery brands1st of 650.5%Show ranking
Pen brands1st of 551%Show ranking
Stationery1st of 551.1%Show ranking

Which razor blade brands compete with BIC?

BIC against razor blade brands worldwide, by month

Share of Search by month for Gillette, BIC, Dollar Shave Club, Schick. The figures are in the table below the chart.

View monthly share of search table
MonthGilletteBICDollar Shave ClubSchickWilkinson Sword
Oct 202555.5%30.3%6.4%6.3%1.6%
Nov 202555.7%29.3%7.5%6%1.5%
Dec 202556.8%30.1%6.2%5.5%1.5%
Jan 202653.1%31.1%7.7%6.5%1.6%
Feb 202652.6%29.4%8.9%7.2%1.8%
Mar 202654.7%30.6%6.5%6.7%1.6%
Apr 202655.5%30.5%6.4%5.9%1.6%
May 202657.2%27%6.8%7%2%
Jun 202655.1%26%6.5%10.4%2%
Jul 202658.6%26.4%6.6%6.3%2%
Aug 202655.2%29.7%7.4%5.9%1.8%
Sep 202654.6%31.5%6.4%5.9%1.6%

  1. 1.Gillette

    54.6%

    Held 1st. 766K estimated branded searches, -6.8% vs prior month. Share -0.6 points.

  2. 2.BIC

    31.5%

    Held 2nd. 442K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Dollar Shave Club

    6.4%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.9 points.

  4. 4.Schick

    5.9%

    Held 4th. 83.4K estimated branded searches, -5.4% vs prior month. Share 0 points.

  5. 5.Wilkinson Sword

    1.6%

    Held 5th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

Compare search popularity between BIC and its closest rivals

Every comparison with BIC

How has branded search demand for BIC changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for BIC worldwide rose from 478K to 503K.
  • Across the 12 months ending September 2026, BIC’s estimated Share of Search among razor blade brands worldwide increased from 30.3% to 31.5%.
  • Across the 12 months ending September 2026, BIC’s estimated Share of Search among razor blade brands worldwide peaked at 31.5% in September 2026 and was lowest at 26% in June 2026.

How did search popularity change for razor blade brands worldwide in September 2026?

  1. In September 2026, BIC gained estimated Share of Search among razor blade brands worldwide, from 29.7% to 31.5%.

  2. In September 2026, Dollar Shave Club lost estimated Share of Search among razor blade brands worldwide, from 7.4% to 6.4%.

  3. In September 2026, Gillette lost estimated Share of Search among razor blade brands worldwide, from 55.2% to 54.6%.

How is BIC measured?

Brandwave collects information about searches that people make online using BIC’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.

3 branded search terms

  • bic
  • bic lighter
  • bic pen

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How the Brand Demand Index is measured

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