How popular isGillette in search?

Q: Who owns Gillette?

Gillette is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Fairy, Head & Shoulders, Old Spice, Oral-B, Pampers, Pantene and Tide, owned by the same company, worldwide.

In September 2026, there were an estimated 766K branded searches for Gillette worldwide which held steady over the last 12 months. Gillette holds 22.8% estimated Share of Search among shaver and razor brands worldwide and is ranked 3rd of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which shaver and razor brands compete with Gillette?

Gillette against shaver and razor brands worldwide, by month

Month	Philips	Panasonic	Gillette	Wahl	Braun	Schick	Remington
Oct 2025	36%	31%	21.9%	3.9%	3.4%	2.5%	1.3%
Nov 2025	38.8%	28.1%	21.3%	4%	4.1%	2.3%	1.4%
Dec 2025	39.9%	26.8%	21.3%	4.2%	4%	2.1%	1.7%
Jan 2026	36.4%	30%	21.5%	4.2%	3.9%	2.6%	1.4%
Feb 2026	33.7%	35.8%	19.3%	4%	3.4%	2.6%	1.2%
Mar 2026	32.9%	33.2%	22.7%	3.8%	3.2%	2.8%	1.3%
Apr 2026	30.6%	37.6%	22%	3.4%	2.8%	2.3%	1.2%
May 2026	30.8%	37.2%	21.9%	3.5%	2.7%	2.7%	1.1%
Jun 2026	32.1%	33%	23.1%	3.8%	2.7%	4.3%	1.1%
Jul 2026	35.5%	30.8%	23.6%	3.5%	3%	2.5%	1.1%
Aug 2026	36.5%	29.7%	23.4%	3.6%	3%	2.5%	1.3%
Sep 2026	36%	30.3%	22.8%	3.8%	3.3%	2.5%	1.3%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Philips	36%	1.2M	-5.8%	-0.5 points
2, held 2nd	Panasonic	30.3%	1M	-2.6%	+0.6 points
3, held 3rd	Gillette Procter & Gamble	22.8%	766K	-6.8%	-0.6 points
4, held 4th	Wahl	3.8%	127K	+<0.01%	+0.2 points
5, held 5th	Braun Procter & Gamble	3.3%	112K	+7.5%	+0.4 points
6, held 6th	Schick	2.5%	83.4K	-5.4%	0 points
7, held 7th	Remington	1.3%	44.9K	-1.3%	0 points

1.Philips
36%
Held 1st. 1.2M estimated branded searches, -5.8% vs prior month. Share -0.5 points.
2.Panasonic
30.3%
Held 2nd. 1M estimated branded searches, -2.6% vs prior month. Share +0.6 points.
3.Gillette
22.8%
Held 3rd. 766K estimated branded searches, -6.8% vs prior month. Share -0.6 points.
4.Wahl
3.8%
Held 4th. 127K estimated branded searches, +<0.01% vs prior month. Share +0.2 points.
5.Braun
3.3%
Held 5th. 112K estimated branded searches, +7.5% vs prior month. Share +0.4 points.
6.Schick
2.5%
Held 6th. 83.4K estimated branded searches, -5.4% vs prior month. Share 0 points.
7.Remington
1.3%
Held 7th. 44.9K estimated branded searches, -1.3% vs prior month. Share 0 points.

Compare search popularity between Gillette and its closest rivals

Every comparison with Gillette

15 comparisons

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

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Gillette worldwide held steady, from 786K to 766K.
Across the 12 months ending September 2026, Gillette’s estimated Share of Search among shaver and razor brands worldwide increased from 21.9% to 22.8%.
Across the 12 months ending September 2026, Gillette’s estimated Share of Search among shaver and razor brands worldwide peaked at 23.6% in July 2026 and was lowest at 19.3% in February 2026.

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

5 changes

In September 2026, Panasonic gained estimated Share of Search among shaver and razor brands worldwide, from 29.7% to 30.3%.
In September 2026, Gillette lost estimated Share of Search among shaver and razor brands worldwide, from 23.4% to 22.8%.
In September 2026, Philips lost estimated Share of Search among shaver and razor brands worldwide, from 36.5% to 36%.
Braun’s estimated Share of Search among shaver and razor brands worldwide has gained ground for 3 months in a row, from 2.7% to 3.3% in September 2026.
Schick’s estimated Share of Search among shaver and razor brands worldwide has lost ground for 3 months in a row, from 4.3% to 2.5% in September 2026.

Where does Gillette compete?

Gillette is ranked in four 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
Shaver and razor brands	3rd of 7	22.8%	Shown above
Body trimmer brands	2nd of 5	32%	Show ranking
Shaving cream	2nd of 6	38%	Show ranking
Razor blade brands	1st of 5	52.1%	Show ranking

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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms