How popular isPalmer's?
In September 2026, people searched for Palmer's by name about 93,400 times worldwide, about the same as the previous year. These searches made up 0.78% of all global gradual tan brand searches, placing Palmer's eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about gradual tan brands, Palmer's did not appear in any of the answers.
Palmer's is the eighth most searched of 8 competitors and not listed in any AI answer.
St.TropezShare of searches 54.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
JergensShare of searches 28.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
TanologistShare of searches 6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Bondi SandsShare of searches 4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Palmer'sShare of searches 0.78%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top gradual tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Palmer's did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bondi Sands1st
- Jergens2nd
- Tan-Luxe3rd
- St.Tropez4th
- Tanologist5th
Dove6th
Bali Body7th- Palmer's–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jergens5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bondi Sands5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tanologist3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- St.Tropez2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tan-Luxe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bali Body1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Palmer's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about gradual tan brands
5 answers
Asked ChatGPT
“Which gradual tan brand should I buy?”
Asked ChatGPT
“What are the best gradual tan brands?”
Asked ChatGPT
“What's the best gradual tan brand for slow build colour?”
Searched Google, AI Overview
“best gradual tan”
Searched Google, AI Overview
“gradual tan lotion”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which gradual tan brands compete with Palmer's?
Share of searches by month for St.Tropez, Jergens, Tanologist, Bondi Sands, Dove, Bali Body, Palmer's. The figures are in the table below the chart.
View monthly share of searches table
| Month | St.Tropez | Jergens | Tanologist | Bondi Sands | Dove | Bali Body | Tan-Luxe | Palmer's |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.8% | 33.5% | 7.7% | 4.2% | 4.2% | 1.9% | 0.83% | 1% |
| Nov 2025 | 42.3% | 38.4% | 8.5% | 3.8% | 3.8% | 1.7% | 0.92% | 0.61% |
| Dec 2025 | 51.3% | 30.5% | 8.4% | 3.1% | 3.8% | 1.7% | 0.75% | 0.5% |
| Jan 2026 | 55.6% | 26.7% | 7.5% | 2.7% | 4.1% | 2.2% | 0.66% | 0.44% |
| Feb 2026 | 46.8% | 30% | 9.4% | 2.8% | 7.7% | 1.9% | 0.83% | 0.56% |
| Mar 2026 | 48.1% | 27.8% | 11.8% | 3.5% | 5.3% | 1.3% | 1.3% | 0.85% |
| Apr 2026 | 52.3% | 22.5% | 12.9% | 3.9% | 4.7% | 1.1% | 1.4% | 1.1% |
| May 2026 | 53.6% | 18.8% | 10.8% | 3.9% | 5.9% | 1.2% | 1.8% | 3.9% |
| Jun 2026 | 63.6% | 16.7% | 7% | 3.8% | 4.7% | 1.1% | 1.7% | 1.4% |
| Jul 2026 | 68.6% | 16.3% | 5% | 3.4% | 3.4% | 1% | 1.5% | 0.82% |
| Aug 2026 | 66% | 19.2% | 4.9% | 3.2% | 3.2% | 1.4% | 1.2% | 0.79% |
| Sep 2026 | 54.2% | 28.5% | 6% | 4% | 3.3% | 2.2% | 1.2% | 0.78% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.2% | 201K | -33.2% | -11.8 points | |
| 2, held 2nd | 28.5% | 106K | +20.5% | +9.2 points | |
| 3, held 3rd | 6% | 22.2K | 0% | +1.1 points | |
| 4, held 4th | 4% | 14.8K | 0% | +0.7 points | |
| 5, held 5th | 3.3% | 12.1K | -18.2% | 0 points | |
| 6, held 6th | 2.2% | 8.1K | +22.7% | +0.7 points | |
| 7, held 7th | 1.2% | 4.4K | -18.5% | 0 points | |
| 8, held 8th | 0.78% | 2.9K | -19.4% | 0 points |
54.2%
Held 1st. 201K estimated branded searches, -33.2% vs prior month. Share -11.8 points.
2.
Jergens28.5%
Held 2nd. 106K estimated branded searches, +20.5% vs prior month. Share +9.2 points.
6%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +1.1 points.
4%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.
Dove3.3%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share 0 points.
2.2%
Held 6th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.7 points.
7.
Tan-Luxe1.2%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.
8.
Palmer's0.78%
Held 8th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.
Compare popularity between Palmer's and its closest rivals
Every comparison with Palmer's
15 comparisons
- Aveeno vs Palmer's
- Bio-Oil vs Palmer's
- CeraVe vs Palmer's
- La Roche-Posay vs Palmer's
- Naturium vs Palmer's
- Palmer's vs Sol de Janeiro
- Palmer's vs Trilogy
- Palmer's vs Vaseline
- Bali Body vs Palmer's
- Bondi Sands vs Palmer's
- Dove vs Palmer's
- Jergens vs Palmer's
- Palmer's vs St.Tropez
- Palmer's vs Tan-Luxe
- Palmer's vs Tanologist
How has branded search demand for Palmer's changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Palmer's worldwide held steady at 93.4K.
- Across the 12 months ending September 2026, Palmer's’ share of searches among gradual tan brands worldwide peaked at 3.9% in May 2026 and was lowest at 0.44% in January 2026.
- Across the 12 months ending September 2026, Palmer's fell from 7th to 8th among gradual tan brands worldwide.
How did search popularity change for gradual tan brands worldwide in September 2026?
6 changes
In September 2026, Jergens gained share of searches among gradual tan brands worldwide, from 19.2% to 28.5%.
In September 2026, Tanologist gained share of searches among gradual tan brands worldwide, from 4.9% to 6%.
In September 2026, Bondi Sands gained share of searches among gradual tan brands worldwide, from 3.2% to 4%.
In September 2026, Bali Body gained share of searches among gradual tan brands worldwide, from 1.4% to 2.2%.
In September 2026, St.Tropez lost share of searches among gradual tan brands worldwide, from 66% to 54.2%.
Palmer's’ share of searches among gradual tan brands worldwide has lost ground for 3 months in a row, from 1.4% to 0.78% in September 2026.
How are Palmer's’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Palmer'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.
- palmers cocoa butter
- palmers gradual tan
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Where does Palmer's compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Body care brands | 9th of 9 | 1.3% | Show ranking |
| Gradual tan brands | 8th of 8 | 0.78% | Shown above |
Is Palmer's your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.