How popular isHousehold Essentials in search?
In August 2026, there were an estimated 6.6K branded searches for Household Essentials worldwide which held steady over the last 11 months. Household Essentials holds 1.6% estimated Share of Search among towel rail brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Brabantia31.9%- Umbra31.9%
- Yamazaki31.9%
- Household Essentials1.6%
- InterDesign1.6%
- Croydex1.3%
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Which towel rail brands compete with Household Essentials?
Share of Search by month for Brabantia, Umbra, Yamazaki, Household Essentials. The figures are in the table below the chart.
View monthly share of search table
| Month | Brabantia | Umbra | Yamazaki | Household Essentials | InterDesign | Croydex |
|---|---|---|---|---|---|---|
| Oct 2025 | 22% | 40.1% | 32.8% | 1.6% | 1.6% | 2% |
| Nov 2025 | 23.8% | 35.7% | 35.7% | 1.8% | 1.4% | 1.8% |
| Dec 2025 | 22% | 32.8% | 40% | 2% | 1.3% | 2% |
| Jan 2026 | 27.4% | 33.6% | 33.6% | 1.6% | 1.6% | 2% |
| Feb 2026 | 27.7% | 34% | 34% | 1.4% | 1.4% | 1.7% |
| Mar 2026 | 31.8% | 31.8% | 31.8% | 1.6% | 1.6% | 1.6% |
| Apr 2026 | 25.7% | 31.5% | 38.5% | 1.5% | 1.5% | 1.3% |
| May 2026 | 7.5% | 83.9% | 7.5% | 0.37% | 0.37% | 0.3% |
| Jun 2026 | 23.9% | 35.7% | 35.7% | 1.7% | 1.4% | 1.4% |
| Jul 2026 | 29.6% | 29.6% | 36.4% | 1.5% | 1.5% | 1.5% |
| Aug 2026 | 31.9% | 31.9% | 31.9% | 1.6% | 1.6% | 1.3% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 31.9% | 135K | +22.7% | +2.2 pointsmoved from 2nd to 1st | |
| 2, moved from 3rd to 2nd | 31.9% | 135K | +22.7% | +2.2 pointsmoved from 3rd to 2nd | |
| 3, moved from 1st to 3rd | 31.9% | 135K | 0% | -4.5 pointsmoved from 1st to 3rd | |
| 4, moved from 5th to 4th | 1.6% | 6.6K | +22.2% | +0.1 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 1.6% | 6.6K | +22.2% | +0.1 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 1.3% | 5.4K | 0% | -0.2 pointsmoved from 4th to 6th |
31.9%
Moved from 2nd to 1st. 135K estimated branded searches, +22.7% vs prior month. Share +2.2 points.
2.Umbra
31.9%
Moved from 3rd to 2nd. 135K estimated branded searches, +22.7% vs prior month. Share +2.2 points.
3.Yamazaki
31.9%
Moved from 1st to 3rd. 135K estimated branded searches, 0% vs prior month. Share -4.5 points.
1.6%
Moved from 5th to 4th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
1.6%
Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
6.Croydex
1.3%
Moved from 4th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between Household Essentials and its closest rivals
- Household Essentials vs Brabantia: compare search popularity
- Household Essentials vs Umbra: compare search popularity
- Household Essentials vs Yamazaki: compare search popularity
- Household Essentials vs InterDesign: compare search popularity
- Household Essentials vs Croydex: compare search popularity
- Compare Household Essentials with any brand
How has branded search demand for Household Essentials changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Household Essentials worldwide held steady at 6.6K.
- Across the 11 months ending August 2026, Household Essentials’ estimated Share of Search among towel rail brands worldwide peaked at 2% in December 2025 and was lowest at 0.37% in May 2026.
- Across the 11 months ending August 2026, Household Essentials rose from 5th to 4th among towel rail brands worldwide.
How did search popularity change for towel rail brands worldwide in August 2026?
6 changes
In August 2026, Brabantia overtook Yamazaki to take the highest estimated Share of Search among towel rail brands worldwide, at 31.9%.
In August 2026, Umbra overtook Yamazaki to rank 2nd among towel rail brands worldwide, at 31.9%.
In August 2026, Yamazaki lost estimated Share of Search among towel rail brands worldwide, from 36.4% to 31.9%.
InterDesign’s estimated Share of Search among towel rail brands worldwide has gained ground for 3 months in a row, from 0.37% to 1.6% in August 2026.
In August 2026, Household Essentials rose from 5th to 4th among towel rail brands worldwide.
In August 2026, Croydex fell from 4th to 6th among towel rail brands worldwide.
Where does Household Essentials compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Towel rail brands | 4th of 6 | 1.6% | Shown above |
| Clothes airers | 4th of 6 | 1.8% | Show ranking |
How is Household Essentials measured?
Brandwave collects information about searches that people make online using Household Essentials’ 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
- household essentials
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