Brandwave

How popular isViva?

In September 2026, people searched for Viva by name about 22,200 times worldwide, a 22.7% increase from the previous year. These searches made up 9.8% of all global paper towel brand searches, placing Viva fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about paper towel brands, Viva appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

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

  1. Kirkland SignatureShare of searches 59.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. BountyShare of searches 17.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. BrawnyShare of searches 9.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. VivaShare of searches 9.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. ScottShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top paper towel brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Viva was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Viva is the third most recommended of the six.

Most recommended by AI

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

  1. Bounty1st
  2. Brawny2nd
  3. Viva3rd
  4. Kirkland Signature4th
  5. Scott5th
  6. Plenty–

Mentioned by AI

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

  • Bounty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kirkland Signature4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brawny4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Viva4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Scott2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Plenty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about paper 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 21, 2026.

Which paper towel brands compete with Viva?

Viva against paper towel brands worldwide, by month

Share of searches by month for Kirkland Signature, Bounty, Brawny, Viva, Scott. The figures are in the table below the chart.

View monthly share of searches table
MonthKirkland SignatureBountyBrawnyVivaScottPlenty
Oct 202537.3%30.5%16.7%11.2%4.1%0.16%
Nov 202554.4%24.5%11%7.3%2.7%0.13%
Dec 202554.4%24.5%11%7.3%2.7%0.1%
Jan 202640.7%33.3%12.2%10%3.6%0.14%
Feb 202645.3%30.3%11.1%9.1%4%0.16%
Mar 202659.1%21.7%9.7%6.5%2.9%0.11%
Apr 202640.4%33%12.1%9.9%4.4%0.21%
May 202640.7%33.3%12.2%10%3.6%0.14%
Jun 202638.7%38.7%9.5%9.5%3.5%0.13%
Jul 202632.6%39.8%11.9%11.9%3.6%0.21%
Aug 202650.5%27.8%8.3%10.2%3%0.12%
Sep 202659.5%17.9%9.8%9.8%2.9%0.11%

  1. 1.Kirkland Signature

    59.5%

    Held 1st. 135K estimated branded searches, +22.7% vs prior month. Share +9 points.

  2. 2.Bounty

    17.9%

    Held 2nd. 40.5K estimated branded searches, -33.1% vs prior month. Share -9.9 points.

  3. 3.Brawny

    9.8%

    Moved from 4th to 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.5 points.

  4. 4.Viva

    9.8%

    Moved from 3rd to 4th. 22.2K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Scott

    2.9%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Plenty

    0.11%

    Held 6th. 260 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Viva and its closest rivals

Every comparison with Viva

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Viva worldwide rose from 18.1K to 22.2K.
  • Across the 12 months ending September 2026, Viva’s share of searches among paper towel brands worldwide decreased from 11.2% to 9.8%.
  • Across the 12 months ending September 2026, Viva’s share of searches among paper towel brands worldwide peaked at 11.9% in July 2026 and was lowest at 6.5% in March 2026.

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

4 changes

  1. In September 2026, Brawny overtook Viva to rank 3rd among paper towel brands worldwide, with 9.8% of the searches.

  2. In September 2026, Kirkland Signature gained share of searches among paper towel brands worldwide, from 50.5% to 59.5%.

  3. In September 2026, Bounty lost share of searches among paper towel brands worldwide, from 27.8% to 17.9%.

  4. Estimated monthly branded searches for Viva worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

How are Viva’s branded searches counted?

1 search term

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

  • viva paper towels

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How the Brand Demand Index is measured

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