Brandwave

Safe brands:Which are searched most?

In September 2026, Smart was the most searched among safe brands worldwide, with an estimated 1.8M branded searches and 58.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Smart58.8%
  2. Union39.2%
  3. Master Lock1.9%
  4. Sandleford0.06%

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Share of SearchLeaderboard

Compare the safe brands people buy. 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 among safe brands worldwide, by month

Share of Search by month for Smart, Union. The figures are in the table below the chart.

View monthly share of search table
MonthSmartUnionMaster LockSandleford
Oct 202553.9%44.2%1.8%0.07%
Nov 202553.9%44.2%1.8%0.05%
Dec 202563.3%34.6%2.1%0.06%
Jan 202663.3%34.6%2.1%0.06%
Feb 202663.3%34.6%2.1%0.06%
Mar 202658.8%39.2%1.9%0.06%
Apr 202658.8%39.2%1.9%0.05%
May 202653.9%44.2%1.8%0.05%
Jun 202671.3%26.2%2.4%0.06%
Jul 202662.9%34.5%2.5%0.07%
Aug 202658.5%39%2.4%0.06%
Sep 202658.8%39.2%1.9%0.06%

This month’s ranking, September 2026

  1. 1.Smart

    58.8%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Union

    39.2%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Master Lock

    1.9%

    Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  4. 4.Sandleford

    0.06%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among safe brands worldwide?

In September 2026, Smart was the most searched among safe brands worldwide, with an estimated 1.8M branded searches and 58.8% estimated Share of Search within this set. Union is in 2nd place, 19.6 percentage points behind at 39.2% Share of Search.

Global safe brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Smart53.9% → 58.8%71.3%Jun 202653.9%Oct 20251st
Union44.2% → 39.2%44.2%Nov 202526.2%Jun 20262nd
Master Lock1.8% → 1.9%2.5%Jul 20261.8%Oct 20253rd
Sandleford0.07% → 0.06%0.07%Oct 20250.05%Nov 20254th

Each finding as a sentence

  • Across the 12 months ending September 2026, Smart’s estimated Share of Search among safe brands worldwide increased from 53.9% to 58.8%.
  • Across the 12 months ending September 2026, Union’s estimated Share of Search among safe brands worldwide decreased from 44.2% to 39.2%.
  • Across the 12 months ending September 2026, Smart’s estimated Share of Search among safe brands worldwide peaked at 71.3% in June 2026 and was lowest at 53.9% in October 2025.
  • Across the 12 months ending September 2026, Union’s estimated Share of Search among safe brands worldwide peaked at 44.2% in November 2025 and was lowest at 26.2% in June 2026.
  • Across the 12 months ending September 2026, Master Lock and Sandleford held steady: their estimated Share of Search among safe brands worldwide each moved less than 0.5 percentage points.

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

  1. Union’s estimated Share of Search among safe brands worldwide has gained ground for 3 months in a row, from 26.2% to 39.2% in September 2026.

  2. Estimated monthly branded searches for Sandleford worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

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