Brandwave

How popular isParachute?

In September 2026, people searched for Parachute by name about 55,800 times worldwide, a 19.1% increase from the previous year. These searches made up 0.21% of all global towel brand searches, placing Parachute tenth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about towel brands, Parachute appeared in two of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Parachute is the tenth most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Ralph LaurenShare of searches 38.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. DunelmShare of searches 31.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Pottery BarnShare of searches 20.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. SheridanShare of searches 4.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ParachuteShare of searches 0.21%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+6 more

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Top towel brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Parachute was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Parachute is the fifth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Frontgate1st
  2. Brooklinen2nd
  3. Pottery Barn3rd
  4. Onsen4th
  5. Parachute5th
  6. Ralph Lauren–
  7. Dunelm–
  8. Sheridan–
  9. Christy–
  10. Sanderson–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Pottery Barn5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Frontgate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Onsen4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooklinen3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Parachute2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ralph Lauren0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dunelm0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sheridan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Christy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sanderson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about towel brands

5 answers

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 19, 2026.

Which towel brands compete with Parachute?

Parachute against towel brands worldwide, by month

Share of searches by month for Ralph Lauren, Dunelm, Pottery Barn, Sheridan, Parachute. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenDunelmPottery BarnSheridanBrooklinenFrontgateChristySandersonBedeckParachuteOnsen
Oct 202540.5%33.2%18.2%3.8%1.1%1.1%1.3%0.4%0.22%0.18%0.01%
Nov 202539.2%26.2%21.4%3.4%1.6%1.3%6.4%0.26%0.14%0.17%0.01%
Dec 202543%28.7%19.3%4.1%1.2%0.95%2.1%0.35%0.16%0.16%<0.01%
Jan 202638.4%31.4%21%4.4%1%1%1.9%0.46%0.21%0.14%<0.01%
Feb 202634%34%22.7%4.4%1.1%1.1%1.7%0.5%0.23%0.15%0.01%
Mar 202633.8%33.8%22.6%4.7%1.4%1.4%1.4%0.5%0.27%0.18%0.01%
Apr 202634.6%34.6%18.9%4.8%1.4%1.7%3.1%0.51%0.28%0.19%0.01%
May 202635%35%19.1%4.6%1.7%1.7%1.7%0.52%0.35%0.28%0.01%
Jun 202635.7%35.7%19.5%4.4%1.4%1.2%1.2%0.43%0.43%0.19%0.01%
Jul 202636.1%29.5%24.2%4.4%1.5%1.2%1.8%0.53%0.53%0.24%<0.01%
Aug 202636.1%36.1%19.8%3.6%1.2%1.2%0.97%0.44%0.44%0.2%0.01%
Sep 202638.2%31.3%20.9%4.4%1.5%1.3%1%0.69%0.46%0.21%0.01%

  1. 1.Ralph Lauren

    38.2%

    Moved from 2nd to 1st. 4.1M estimated branded searches, 0% vs prior month. Share +2.1 points.

  2. 2.Dunelm

    31.3%

    Moved from 1st to 2nd. 3.4M estimated branded searches, -18.1% vs prior month. Share -4.8 points.

  3. 3.Pottery Barn

    20.9%

    Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Sheridan

    4.4%

    Held 4th. 466K estimated branded searches, +13.4% vs prior month. Share +0.7 points.

  5. 5.Brooklinen

    1.5%

    Held 5th. 165K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.Frontgate

    1.3%

    Held 6th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Christy

    1%

    Held 7th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Sanderson

    0.69%

    Moved from 9th to 8th. 74K estimated branded searches, +49.5% vs prior month. Share +0.3 points.

  9. 9.Bedeck

    0.46%

    Moved from 8th to 9th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Parachute

    0.21%

    Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Onsen

    0.01%

    Held 11th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Parachute and its closest rivals

Every comparison with Parachute

22 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Parachute worldwide rose from 46.9K to 55.8K.
  • Across the 12 months ending September 2026, Parachute’s share of searches among towel brands worldwide held steady, from 0.18% to 0.21%.

How did search popularity change for towel brands worldwide in September 2026?

6 changes

  1. In September 2026, Ralph Lauren overtook Dunelm to become the leader among towel brands worldwide, with 38.2% of the searches.

  2. In September 2026, Pottery Barn gained share of searches among towel brands worldwide, from 19.8% to 20.9%.

  3. In September 2026, Sheridan gained share of searches among towel brands worldwide, from 3.6% to 4.4%.

  4. In September 2026, Dunelm lost share of searches among towel brands worldwide, from 36.1% to 31.3%.

  5. In September 2026, Sanderson rose from 9th to 8th among towel brands worldwide.

  6. In September 2026, Bedeck fell from 8th to 9th among towel brands worldwide.

How are Parachute’s branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Parachute’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.

  • parachute bed sheet
  • parachute bedding
  • parachute duvet
  • parachute home
  • parachute linen
  • parachute percale
  • parachute sheets

Do you work for Parachute? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Parachute compete?

Parachute is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Towel brands10th of 110.21%Shown above
Bed sheet brands7th of 81.5%Show ranking
Duvet brands9th of 90.08%Show ranking
Duvet cover brands5th of 52.2%Show ranking
Premium bedding brands5th of 78.5%Show ranking
Creator with pink hair and a pink jacket

Is Parachute your brand?

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