Emma Sleep vs Parachute:Which is more popular by branded search?
In August 2026, Parachute had more branded searches than Emma Sleep among duvet brands worldwide. Parachute was estimated to have 66.1K branded searches compared to Emma Sleep’s 60.5K, and held a 14.9% Share of Search versus Emma Sleep’s 13.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Emma Sleep or Parachute?
Compare the duvet brands shoppers choose between. 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 Parachute, Emma Sleep. The figures are in the table below the chart.
View monthly share of search table
| Month | Brooklinen | Simba | Silentnight | Parachute | Emma Sleep | Slumberdown |
|---|---|---|---|---|---|---|
| Oct 2025 | 32.8% | 16.9% | 27.8% | 9.4% | 12.5% | 0.5% |
| Nov 2025 | 30.3% | 12.9% | 39.7% | 7% | 9.8% | 0.31% |
| Dec 2025 | 14.5% | 4.9% | 73.2% | 3.5% | 3.6% | 0.18% |
| Jan 2026 | 24.2% | 14.9% | 24.4% | 25.2% | 11% | 0.43% |
| Feb 2026 | 32.4% | 16.3% | 22% | 16.8% | 12% | 0.39% |
| Mar 2026 | 37.2% | 18.6% | 20.9% | 11.5% | 11.4% | 0.44% |
| Apr 2026 | 39.9% | 17% | 18.8% | 11.3% | 12.6% | 0.41% |
| May 2026 | 41.4% | 14.2% | 19.5% | 13.8% | 10.7% | 0.35% |
| Jun 2026 | 43.9% | 14.9% | 16.4% | 11.1% | 13.4% | 0.35% |
| Jul 2026 | 39.5% | 15.9% | 18.1% | 14% | 12.1% | 0.32% |
| Aug 2026 | 36.6% | 17.8% | 16.6% | 14.9% | 13.6% | 0.43% |
| Sep 2026 | — | — | — | — | — | — |
How has the Emma Sleep and Parachute comparison changed over the last 12 months?
3 findings
- The lead changed hands 5 times in the 11 months ending August 2026: Parachute took it in January 2026, Emma Sleep took it in April 2026, Parachute took it in May 2026, Emma Sleep took it in June 2026, Parachute took it in July 2026.
- Across the 11 months ending August 2026, Emma Sleep’s estimated Share of Search among duvet brands worldwide moved from 12.5% to 13.6%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 11 months ending August 2026, Parachute’s estimated Share of Search among duvet brands worldwide moved from 9.4% to 14.9%, and its estimated monthly branded searches moved from 45.8K to 66.1K.
How did search popularity change for duvet brands worldwide in August 2026?
2 changes
In August 2026, Emma Sleep gained estimated Share of Search among duvet brands worldwide, from 12.1% to 13.6%.
In August 2026, Parachute gained estimated Share of Search among duvet brands worldwide, from 14% to 14.9%.
How each brand is measured
Brandwave collects information about searches that people make online using Emma Sleep’s and Parachute’s 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.
Emma Sleep
1 branded search term
- emma sleep
Parachute
6 branded search terms
- parachute bedding
- parachute home
- parachute linen
- parachute percale
- parachute sheets
- parachutehome com
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Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.