Gillette vs Wilkinson Sword:Which is more popular by branded search?

Name: Gillette vs Wilkinson Sword: Which is more popular by branded search?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, Gillette had more branded searches than Wilkinson Sword among razor blade brands worldwide. Gillette was estimated to have 450K branded searches compared to Wilkinson Sword’s 27.1K, and held a 67.7% Share of Search versus Wilkinson Sword’s 4.1%. These are worldwide searches for English-language branded terms.

Share of Search among razor blade brands worldwide in August 2026Which is more popular in search, Gillette or Wilkinson Sword?

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Which is more popular in search, Gillette or Wilkinson Sword?

Compare the razor blade 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.

Gillette and Wilkinson Sword among razor blade brands worldwide, by month

Month	Gillette	Dollar Shave Club	BIC	Wilkinson Sword	Schick
Oct 2025	72.5%	15.4%	8%	3.6%	0.47%
Nov 2025	70.2%	18.2%	7.7%	3.5%	0.45%
Dec 2025	73.4%	15.8%	6.6%	3.6%	0.59%
Jan 2026	70.2%	18%	7.7%	3.5%	0.56%
Feb 2026	66%	20.7%	8.9%	4%	0.52%
Mar 2026	72.4%	15.4%	8%	3.6%	0.58%
Apr 2026	72.5%	15.3%	8%	3.6%	0.58%
May 2026	71.9%	15.2%	7.9%	4.3%	0.7%
Jun 2026	72.8%	15.5%	6.6%	4.4%	0.71%
Jul 2026	72.4%	16%	6.5%	4.4%	0.71%
Aug 2026	67.7%	18.5%	9.1%	4.1%	0.66%
Sep 2026	—	—	—	—	—

How has the Gillette and Wilkinson Sword comparison changed over the last 12 months?

3 findings

Gillette was ahead of Wilkinson Sword in every measured month of the 11 months ending August 2026.
Across the 11 months ending August 2026, Gillette’s estimated Share of Search among razor blade brands worldwide moved from 72.5% to 67.7%, and its estimated monthly branded searches held steady at 450K.
Across the 11 months ending August 2026, Wilkinson Sword’s estimated Share of Search among razor blade brands worldwide moved from 3.6% to 4.1%, and its estimated monthly branded searches moved from 22.2K to 27.1K.

How did search popularity change for razor blade brands worldwide in August 2026?

2 changes

In August 2026, Gillette lost estimated Share of Search among razor blade brands worldwide, from 72.4% to 67.7%.
Estimated monthly branded searches for Wilkinson Sword worldwide rose 22.1% over 11 measured months, from 22.2K to 27.1K in August 2026.

How each brand is measured

Brandwave collects information about searches that people make online using Gillette’s and Wilkinson Sword’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.