How popular isMaui in search?
In September 2026, there were an estimated 550K branded searches for Maui worldwide which held steady over the last 12 months. Maui holds 59.2% estimated Share of Search among tanning lotion brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which tanning lotion brands compete with Maui?
Share of Search by month for Maui, St.Tropez, Jergens, Sun Bum. The figures are in the table below the chart.
View monthly share of search table
| Month | Maui | St.Tropez | Jergens | Sun Bum |
|---|---|---|---|---|
| Oct 2025 | 65.1% | 16% | 11.4% | 7.5% |
| Nov 2025 | 66.4% | 13.3% | 12.1% | 8.3% |
| Dec 2025 | 61.7% | 18.5% | 11% | 8.7% |
| Jan 2026 | 58.7% | 21.5% | 10.3% | 9.5% |
| Feb 2026 | 64.8% | 15.9% | 10.2% | 9.1% |
| Mar 2026 | 62.9% | 15.4% | 8.9% | 12.7% |
| Apr 2026 | 56.5% | 20.6% | 8.9% | 14% |
| May 2026 | 52.2% | 23.3% | 8.2% | 16.3% |
| Jun 2026 | 48.6% | 26.6% | 7% | 17.9% |
| Jul 2026 | 52% | 28.4% | 6.8% | 12.8% |
| Aug 2026 | 53.2% | 29.1% | 8.5% | 9.2% |
| Sep 2026 | 59.2% | 21.6% | 11.4% | 7.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59.2% | 550K | 0% | +6 points | |
| 2, held 2nd | 21.6% | 201K | -33.2% | -7.5 points | |
| 3, moved from 4th to 3rd | 11.4% | 106K | +20.5% | +2.9 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 7.8% | 72.6K | -23.5% | -1.4 pointsmoved from 3rd to 4th |
1.
Maui59.2%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share +6 points.
21.6%
Held 2nd. 201K estimated branded searches, -33.2% vs prior month. Share -7.5 points.
3.
Jergens11.4%
Moved from 4th to 3rd. 106K estimated branded searches, +20.5% vs prior month. Share +2.9 points.
4.
Sun Bum7.8%
Moved from 3rd to 4th. 72.6K estimated branded searches, -23.5% vs prior month. Share -1.4 points.
Compare search popularity between Maui and its closest rivals
Every comparison with Maui
5 comparisons
How has branded search demand for Maui changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Maui worldwide held steady at 550K.
- Across the 12 months ending September 2026, Maui’s estimated Share of Search among tanning lotion brands worldwide decreased from 65.1% to 59.2%.
- Across the 12 months ending September 2026, Maui’s estimated Share of Search among tanning lotion brands worldwide peaked at 66.4% in November 2025 and was lowest at 48.6% in June 2026.
How did search popularity change for tanning lotion brands worldwide in September 2026?
4 changes
In September 2026, Jergens overtook Sun Bum to rank 3rd among tanning lotion brands worldwide, with 11.4% estimated Share of Search.
In September 2026, Maui gained estimated Share of Search among tanning lotion brands worldwide, from 53.2% to 59.2%.
In September 2026, St.Tropez lost estimated Share of Search among tanning lotion brands worldwide, from 29.1% to 21.6%.
In September 2026, Sun Bum lost estimated Share of Search among tanning lotion brands worldwide, from 9.2% to 7.8%.
Where does Maui compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Tanning lotion brands | 1st of 4 | 59.2% | Shown above |
| Campervan rentals | 1st of 3 | 68.7% | Show ranking |
How is Maui measured?
Brandwave collects information about searches that people make online using Maui’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
- maui
Who owns Maui?
Maui is owned by 
Tourism Holdings. Brandwave does not track any other brands owned by Tourism Holdings.
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Is Maui your brand?
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