Brandwave

Farrow & Ball vs Sanderson:Which is more popular?

In September 2026, Farrow & Ball had more branded searches than Sanderson among wallpaper worldwide. Farrow & Ball had about 311,000 branded searches, while Sanderson had 74,000. Farrow & Ball made up 59.5% of all wallpaper searches we track, and Sanderson accounted for 14.2%. When we asked ChatGPT and Google AI Overviews about wallpaper, neither Farrow & Ball nor Sanderson appeared in any of the five answers.

Among wallpaper worldwide in September 2026

Who do people search for more?

Farrow & Ball, about 4 searches for every 1 for Sanderson

Farrow & Ball 311K searchesSanderson 74K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Farrow & Ball in 0 of 5Sanderson in 0 of 5

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Top wallpaper in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Farrow & Ball nor Sanderson showed up in any of the five answers.

Mentioned by AI

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

  • Spoonflower3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Graham & Brown1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cole & Son1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farrow & Ball0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sanderson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arthouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superfresco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wallpaper

5 answers

  • Asked ChatGPT

    “Which wallpaper should I buy?”

    1. Asked ChatGPT

      “What are the best wallpaper brands?”

      1. 1Cole & Son
      2. 2Graham & Brown
      3. 3Spoonflower

    2. Asked ChatGPT

      “What's the best wallpaper for bedrooms?”

      1. Searched Google, AI Overview

        “wallpaper”

        1. 1Spoonflower

      2. Searched Google, AI Overview

        “peel and stick wallpaper”

        1. 1Spoonflower

      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 Farrow & Ball or Sanderson more popular in search?

      This chart shows how often people search Google for Farrow & Ball and Sanderson by name. Each line represents a brand's share of searches for all seven wallpaper we track, month by month, from English-language searches worldwide.

      Farrow & Ball and Sanderson among wallpaper worldwide, by month

      Share of searches by month for Farrow & Ball, Sanderson. The figures are in the table below the chart.

      View monthly share of searches table
      MonthFarrow & BallSpoonflowerSandersonGraham & BrownCole & SonArthouseSuperfresco
      Oct 202566.3%19%8.6%3.3%1.7%0.5%0.62%
      Nov 202562%21.8%8%5.3%1.9%0.47%0.57%
      Dec 202556.1%24.1%13.2%3.6%1.8%0.43%0.77%
      Jan 202662.2%22.1%9.9%3.3%1.6%0.47%0.47%
      Feb 202662.2%21.8%9.8%3.1%1.9%0.58%0.58%
      Mar 202659.2%25.5%9.4%3%1.8%0.45%0.68%
      Apr 202659.7%25.7%9.4%2.6%1.5%0.46%0.55%
      May 202657.9%24.9%11.2%3.1%1.8%0.54%0.66%
      Jun 202659.2%25.5%9.4%3.1%1.8%0.44%0.56%
      Jul 202658.3%25.1%11.3%2.5%1.8%0.43%0.66%
      Aug 202662.7%22.2%10%2.7%1.3%0.48%0.58%
      Sep 202659.5%21.1%14.2%2.6%1.5%0.56%0.56%

      How has the Farrow & Ball and Sanderson comparison changed over the last 12 months?

      3 findings
      • Farrow & Ball was ahead of Sanderson in every measured month of the 12 months ending September 2026.
      • Across the 12 months ending September 2026, Farrow & Ball’s share of searches among wallpaper worldwide moved from 66.3% to 59.5%, and its estimated monthly branded searches moved from 383K to 311K.
      • Across the 12 months ending September 2026, Sanderson’s share of searches among wallpaper worldwide moved from 8.6% to 14.2%, and its estimated monthly branded searches moved from 49.5K to 74K.

      How did search popularity change for wallpaper worldwide in September 2026?

      2 changes

      1. In September 2026, Sanderson gained share of searches among wallpaper worldwide, from 10% to 14.2%.

      2. In September 2026, Farrow & Ball lost share of searches among wallpaper worldwide, from 62.7% to 59.5%.

      How are branded searches counted?

      3 search terms

      Brandwave collects information about searches that people make online using Farrow & Ball’s and Sanderson’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.

      Farrow & Ball

      2 branded search terms

      • farrow and ball
      • farrow ball

      Sanderson

      1 branded search term

      • sanderson

      How the Brand Demand Index is measured

      Other head-to-heads among wallpaper

      Creator with pink hair and a pink jacket

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