Brandwave

How popular isPura?

In September 2026, people searched for Pura by name about 70,400 times worldwide, an 18.5% increase from the previous year. These searches made up 1.1% of all global air freshener brand searches, placing Pura fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about air freshener brands, Pura appeared in three of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Pura is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Yankee CandleShare of searches 58.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  2. FebrezeShare of searches 21.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. Air WickShare of searches 17.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. PuraShare of searches 1.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  5. GladeShare of searches 0.87%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd

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Top air freshener brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Pura was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Pura is the fourth most recommended of the six.

Most recommended by AI

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

  1. Febreze1st
  2. Air Wick2nd
  3. Glade3rd
  4. Pura4th
  5. Yankee Candle5th
  6. Renuzit–

Mentioned by AI

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

  • Febreze4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Air Wick3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Pura3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Glade3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Yankee Candle1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Renuzit0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about air freshener brands

4 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 20, 2026.

Which air freshener brands compete with Pura?

Pura against air freshener brands worldwide, by month

Share of searches by month for Yankee Candle, Febreze, Air Wick, Pura. The figures are in the table below the chart.

View monthly share of searches table
MonthYankee CandleFebrezeAir WickPuraGladeRenuzit
Oct 202568.1%16.6%13.6%0.82%0.67%0.2%
Nov 202575.7%12.5%10.2%0.92%0.5%0.15%
Dec 202582.2%9%7.4%0.81%0.36%0.13%
Jan 202660.5%22.1%14.8%1.3%0.89%0.32%
Feb 202653.7%24.1%19.7%1.2%0.96%0.35%
Mar 202653.6%24%19.7%1.2%1.2%0.35%
Apr 202648.6%26.6%21.8%1.3%1.3%0.39%
May 202650.6%27.7%18.5%1.7%1.1%0.4%
Jun 202650.8%27.8%18.5%1.4%1.1%0.4%
Jul 202650.5%27.7%18.4%1.7%1.4%0.4%
Aug 202655.8%24.9%16.7%1.2%1%0.3%
Sep 202658.7%21.5%17.6%1.1%0.87%0.26%

  1. 1.Yankee Candle

    58.7%

    Held 1st. 550K estimated branded searches, +22.2% vs prior month. Share +2.9 points.

  2. 2.Febreze

    21.5%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share -3.5 points.

  3. 3.Air Wick

    17.6%

    Held 3rd. 165K estimated branded searches, +22.2% vs prior month. Share +0.9 points.

  4. 4.Pura

    1.1%

    Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Glade

    0.87%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Renuzit

    0.26%

    Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Pura and its closest rivals

Every comparison with Pura

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pura worldwide rose from 59.4K to 70.4K.
  • Across the 12 months ending September 2026, Pura’s share of searches among air freshener brands worldwide held steady, from 0.82% to 1.1%.

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

3 changes

  1. In September 2026, Yankee Candle gained share of searches among air freshener brands worldwide, from 55.8% to 58.7%.

  2. In September 2026, Air Wick gained share of searches among air freshener brands worldwide, from 16.7% to 17.6%.

  3. In September 2026, Febreze lost share of searches among air freshener brands worldwide, from 24.9% to 21.5%.

How are Pura’s branded searches counted?

2 search terms

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

  • pura diffuser
  • pura scents

Do you work for Pura? 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 Pura compete?

Pura is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Diffuser brands4th of 80.78%Show ranking
Air freshener brands4th of 61.1%Shown above
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Is Pura your brand?

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