How popular isGillette in search?

In August 2026, there were an estimated 450K branded searches for Gillette worldwide which held steady over the last 11 months. Gillette holds 38.9% estimated Share of Search among shaving cream worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Where does Gillette compete?

Gillette is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Shaving cream	2nd of 6	38.9%	Shown below
Razor blade brands	1st of 5	67.7%	Show ranking

Which shaving cream compete with Gillette?

Gillette against shaving cream worldwide, by month

Month	Nivea	Gillette	Harry's	Cremo	Proraso	Bulldog
Oct 2025	52%	42.5%	5.4%	0.03%	0.05%	0.04%
Nov 2025	56.9%	38.1%	4.9%	0.05%	0.06%	0.03%
Dec 2025	51.3%	42%	6.5%	0.09%	0.07%	0.03%
Jan 2026	57.4%	38.4%	4%	0.05%	0.05%	0.03%
Feb 2026	58.3%	39%	2.4%	0.09%	0.06%	0.03%
Mar 2026	53.6%	43.9%	2.3%	0.09%	0.07%	0.04%
Apr 2026	53.6%	43.9%	2.3%	0.07%	0.07%	0.03%
May 2026	53.7%	43.9%	2.2%	0.09%	0.07%	0.03%
Jun 2026	53.4%	43.7%	2.7%	0.09%	0.07%	0.03%
Jul 2026	62.7%	34.3%	2.9%	0.07%	0.04%	0.02%
Aug 2026	58.2%	38.9%	2.8%	0.08%	0.06%	0.02%
Sep 2026	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Nivea	58.2%	673K	-18.2%	-4.5 points
2, held 2nd	Gillette Procter & Gamble	38.9%	450K	0%	+4.6 points
3, held 3rd	Harry's Harry’s	2.8%	32K	-15.8%	-0.1 points
4, held 4th	Cremo	0.08%	880	0%	0 points
5, held 5th	Proraso	0.06%	720	+22%	0 points
6, held 6th	Bulldog	0.02%	260	0%	0 points

1.Nivea
58.2%
Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -4.5 points.
2.Gillette
38.9%
Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +4.6 points.
3.Harry's
2.8%
Held 3rd. 32K estimated branded searches, -15.8% vs prior month. Share -0.1 points.
4.Cremo
0.08%
Held 4th. 880 estimated branded searches, 0% vs prior month. Share 0 points.
5.Proraso
0.06%
Held 5th. 720 estimated branded searches, +22% vs prior month. Share 0 points.
6.Bulldog
0.02%
Held 6th. 260 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Gillette and its closest rivals

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

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Gillette worldwide held steady at 450K.
Across the 11 months ending August 2026, Gillette’s estimated Share of Search among shaving cream worldwide decreased from 42.5% to 38.9%.
Across the 11 months ending August 2026, Gillette’s estimated Share of Search among shaving cream worldwide peaked at 43.9% in May 2026 and was lowest at 34.3% in July 2026.

How did search popularity change for shaving cream worldwide in August 2026?

6 changes

In August 2026, Gillette gained estimated Share of Search among shaving cream worldwide, from 34.3% to 38.9%.
In August 2026, Nivea lost estimated Share of Search among shaving cream worldwide, from 62.7% to 58.2%.
Estimated monthly branded searches for Cremo worldwide rose 175% over 11 measured months, from 320 to 880 in August 2026.
Estimated monthly branded searches for Proraso worldwide rose 50% over 11 measured months, from 480 to 720 in August 2026.
Estimated monthly branded searches for Harry's worldwide fell 44.3% over 11 measured months, from 57.4K to 32K in August 2026.
Estimated monthly branded searches for Bulldog worldwide fell 33.3% over 11 measured months, from 390 to 260 in August 2026.

How is Gillette measured?

Brandwave collects information about searches that people make online using Gillette’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