Brandwave

James Hardie vs Knauf Insulation:Which is more popular?

In September 2026, James Hardie had more branded searches than Knauf Insulation among plasterboard brands worldwide. James Hardie had about 49,500 branded searches, while Knauf Insulation had 35,000. James Hardie made up 13.4% of all plasterboard brand searches we track, and Knauf Insulation accounted for 9.5%. When we asked ChatGPT and Google AI Overviews about plasterboard brands, Knauf Insulation appeared in two of the five answers and James Hardie in none.

Among plasterboard brands worldwide in September 2026

Who do people search for more?

James Hardie, about 41% more searches than Knauf Insulation

James Hardie 49.5K searchesKnauf Insulation 35K searches

Who does AI mention more?

Knauf Insulation, mentioned in 2 of 5 answers, James Hardie in 0

Knauf Insulation in 2 of 5James Hardie in 0 of 5

Who does AI recommend more?

Knauf Insulation, the only one of the two named

Knauf Insulation first in 2James Hardie never named

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Top plasterboard brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Knauf Insulation was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. James Hardie did not appear in any of the five answers.

Most recommended by AI

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

  1. USG Sheetrock1st
  2. Knauf Insulation2nd
  3. CSR–
  4. James Hardie–
  5. Boral–
  6. GIB–

Mentioned by AI

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

  • USG Sheetrock3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Knauf Insulation2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CSR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • James Hardie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boral0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GIB0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about plasterboard brands

5 answers

  • Asked ChatGPT

    “Which plasterboard brand should I buy?”

    1. 1USG Sheetrock

  • Asked ChatGPT

    “What are the best plasterboard brands?”

    1. 1USG Sheetrock
    2. 2Knauf Insulation

  • Asked ChatGPT

    “What's the best plasterboard brand for wall lining projects?”

    1. 1USG Sheetrock
    2. 2Knauf Insulation

  • Searched Google, AI Overview

    “drywall sheet sizes”

    1. Searched Google, AI Overview

      “plasterboard for walls”

      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.

      Is James Hardie or Knauf Insulation more popular in search?

      This chart shows how often people search Google for James Hardie and Knauf Insulation by name. Each line represents a brand's share of searches for all six plasterboard brands we track, month by month, from English-language searches worldwide.

      James Hardie and Knauf Insulation among plasterboard brands worldwide, by month

      Share of searches by month for James Hardie, Knauf Insulation. The figures are in the table below the chart.

      View monthly share of searches table
      MonthCSRJames HardieKnauf InsulationBoralGIBUSG Sheetrock
      Oct 202567.9%13.7%9.7%7.5%0.99%0.29%
      Nov 202569%11.3%9.8%7.6%1.9%0.37%
      Dec 202572.6%8%8.4%8%2%1.1%
      Jan 202670.2%9.5%10%7.7%1%1.5%
      Feb 202665.1%13.1%11.4%8.8%1.2%0.5%
      Mar 202667.8%13.6%9.7%7.5%0.99%0.43%
      Apr 202669.5%11.4%9.9%7.6%1%0.44%
      May 202666.6%13.4%9.6%9%0.97%0.51%
      Jun 202664.7%15.9%9.3%8.7%0.95%0.42%
      Jul 202666.6%13.4%9.6%9%0.97%0.43%
      Aug 202666.6%13.4%9.6%9%0.97%0.43%
      Sep 202666.7%13.4%9.5%9%0.98%0.43%

      How has the James Hardie and Knauf Insulation comparison changed over the last 12 months?

      3 findings
      • The lead changed hands 2 times in the 12 months ending September 2026: Knauf Insulation took it in December 2025, James Hardie took it in February 2026.
      • Across the 12 months ending September 2026, James Hardie’s share of searches among plasterboard brands worldwide moved from 13.7% to 13.4%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
      • Across the 12 months ending September 2026, Knauf Insulation’s share of searches among plasterboard brands worldwide moved from 9.7% to 9.5%, and its estimated monthly branded searches moved from 42.9K to 35K.

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

      2 changes

      1. Estimated monthly branded searches for Knauf Insulation worldwide fell 18.4% over 12 measured months, from 42.9K to 35K in September 2026.

      2. Estimated monthly branded searches for James Hardie worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

      How are branded searches counted?

      3 search terms

      Brandwave collects information about searches that people make online using James Hardie’s and Knauf Insulation’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.

      James Hardie

      1 branded search term

      • james hardie

      Knauf Insulation

      2 branded search terms

      • earthwool
      • knauf insulation

      How the Brand Demand Index is measured

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