Brandwave

How popular isEmma Sleep in search?

In August 2026, there were an estimated 60.5K branded searches for Emma Sleep worldwide which held steady over the last 11 months. Emma Sleep holds 13.6% estimated Share of Search among duvet brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Brooklinen36.6%
  2. Simba17.8%
  3. Silentnight16.6%
  4. Parachute14.9%
  5. Emma Sleep13.6%
  6. Slumberdown0.43%
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Which duvet brands compete with Emma Sleep?

Emma Sleep against duvet brands worldwide, by month

Share of Search by month for Brooklinen, Simba, Silentnight, Parachute, Emma Sleep. The figures are in the table below the chart.

View monthly share of search table
MonthBrooklinenSimbaSilentnightParachuteEmma SleepSlumberdown
Oct 202532.8%16.9%27.8%9.4%12.5%0.5%
Nov 202530.3%12.9%39.7%7%9.8%0.31%
Dec 202514.5%4.9%73.2%3.5%3.6%0.18%
Jan 202624.2%14.9%24.4%25.2%11%0.43%
Feb 202632.4%16.3%22%16.8%12%0.39%
Mar 202637.2%18.6%20.9%11.5%11.4%0.44%
Apr 202639.9%17%18.8%11.3%12.6%0.41%
May 202641.4%14.2%19.5%13.8%10.7%0.35%
Jun 202643.9%14.9%16.4%11.1%13.4%0.35%
Jul 202639.5%15.9%18.1%14%12.1%0.32%
Aug 202636.6%17.8%16.6%14.9%13.6%0.43%
Sep 2026——————

  1. 1.Brooklinen

    36.6%

    Held 1st. 163K estimated branded searches, +1.1% vs prior month. Share -2.9 points.

  2. 2.Simba

    17.8%

    Moved from 3rd to 2nd. 79.4K estimated branded searches, +22.3% vs prior month. Share +2 points.

  3. 3.Silentnight

    16.6%

    Moved from 2nd to 3rd. 74K estimated branded searches, 0% vs prior month. Share -1.5 points.

  4. 4.Parachute

    14.9%

    Held 4th. 66.1K estimated branded searches, +15.3% vs prior month. Share +0.8 points.

  5. 5.Emma Sleep

    13.6%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.5 points.

  6. 6.Slumberdown

    0.43%

    Held 6th. 1.9K estimated branded searches, +46.2% vs prior month. Share +0.1 points.

Compare search popularity between Emma Sleep and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Emma Sleep worldwide held steady at 60.5K.
  • Across the 11 months ending August 2026, Emma Sleep’s estimated Share of Search among duvet brands worldwide increased from 12.5% to 13.6%.
  • Across the 11 months ending August 2026, Emma Sleep’s estimated Share of Search among duvet brands worldwide peaked at 13.6% in August 2026 and was lowest at 3.6% in December 2025.
  • Across the 11 months ending August 2026, Emma Sleep fell from 4th to 5th among duvet brands worldwide.

How did search popularity change for duvet brands worldwide in August 2026?

  1. In August 2026, Simba overtook Silentnight to rank 2nd among duvet brands worldwide, at 17.8%.

  2. In August 2026, Emma Sleep gained estimated Share of Search among duvet brands worldwide, from 12.1% to 13.6%.

  3. In August 2026, Parachute gained estimated Share of Search among duvet brands worldwide, from 14% to 14.9%.

  4. In August 2026, Brooklinen lost estimated Share of Search among duvet brands worldwide, from 39.5% to 36.6%.

  5. In August 2026, Silentnight lost estimated Share of Search among duvet brands worldwide, from 18.1% to 16.6%.

  6. Estimated monthly branded searches for Slumberdown worldwide fell 20.8% over 11 measured months, from 2.4K to 1.9K in August 2026.

Where does Emma Sleep compete?

Emma Sleep 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
Mattress topper brands6th of 68%Show ranking
Bed sheet brands4th of 69.7%Show ranking
Duvet brands5th of 613.6%Shown above
Pillow brands4th of 614.1%Show ranking

How is Emma Sleep measured?

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

1 branded search term

  • emma sleep

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How the Brand Demand Index is measured

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