Brabantia vs Household Essentials:Which is more popular by branded search?
In August 2026, Brabantia had more branded searches than Household Essentials among clothes airers worldwide. Brabantia was estimated to have 135K branded searches compared to Household Essentials’ 6.6K, and held a 36.1% Share of Search versus Household Essentials’ 1.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Brabantia or Household Essentials?
Compare the clothes airers people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Brabantia, Household Essentials. The figures are in the table below the chart.
View monthly share of search table
| Month | Vileda | Brabantia | Leifheit | Household Essentials | Lakeland | Minky |
|---|---|---|---|---|---|---|
| Oct 2025 | 54.5% | 24.5% | 16.4% | 1.8% | 2.7% | 0.04% |
| Nov 2025 | 49.3% | 27% | 18.1% | 2% | 3.6% | 0.03% |
| Dec 2025 | 54% | 24.3% | 16.3% | 2.2% | 3.3% | 0.02% |
| Jan 2026 | 49.8% | 27.2% | 18.3% | 1.6% | 3% | 0.03% |
| Feb 2026 | 51.9% | 28.4% | 15.6% | 1.4% | 2.6% | 0.07% |
| Mar 2026 | 45.7% | 30.7% | 20.6% | 1.5% | 1.5% | 0.03% |
| Apr 2026 | 45.5% | 30.4% | 20.4% | 1.8% | 1.8% | 0.03% |
| May 2026 | 44.3% | 36.2% | 16.2% | 1.8% | 1.4% | 0.02% |
| Jun 2026 | 50.3% | 27.6% | 18.4% | 2% | 1.6% | 0.03% |
| Jul 2026 | 47.6% | 31.8% | 17.5% | 1.6% | 1.6% | 0.03% |
| Aug 2026 | 44.1% | 36.1% | 16.2% | 1.8% | 1.8% | 0.03% |
| Sep 2026 | — | — | — | — | — | — |
How has the Brabantia and Household Essentials comparison changed over the last 12 months?
3 findings
- Brabantia was ahead of Household Essentials in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Brabantia’s estimated Share of Search among clothes airers worldwide moved from 24.5% to 36.1%, and its estimated monthly branded searches moved from 90.5K to 135K.
- Across the 11 months ending August 2026, Household Essentials’ estimated Share of Search among clothes airers worldwide held steady at 1.8%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for clothes airers worldwide in August 2026?
1 change
In August 2026, Brabantia gained estimated Share of Search among clothes airers worldwide, from 31.8% to 36.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Brabantia’s and Household Essentials’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Brabantia
1 branded search term
- brabantia
Household Essentials
1 branded search term
- household essentials
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.