Smart vs Union:Which is searched more?
In September 2026, Smart had more branded searches than Union among safe brands worldwide. Smart was estimated to have 1.8M branded searches compared to Union’s 1.2M, and held a 58.8% Share of Search versus Union’s 39.2%. These are worldwide searches for English-language branded terms.
Follow Smart vs Union and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Smart or Union?
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 by month for Smart, Union. The figures are in the table below the chart.
View monthly share of search table
| Month | Smart | Union | Master Lock | Sandleford |
|---|---|---|---|---|
| Oct 2025 | 53.9% | 44.2% | 1.8% | 0.07% |
| Nov 2025 | 53.9% | 44.2% | 1.8% | 0.05% |
| Dec 2025 | 63.3% | 34.6% | 2.1% | 0.06% |
| Jan 2026 | 63.3% | 34.6% | 2.1% | 0.06% |
| Feb 2026 | 63.3% | 34.6% | 2.1% | 0.06% |
| Mar 2026 | 58.8% | 39.2% | 1.9% | 0.06% |
| Apr 2026 | 58.8% | 39.2% | 1.9% | 0.05% |
| May 2026 | 53.9% | 44.2% | 1.8% | 0.05% |
| Jun 2026 | 71.3% | 26.2% | 2.4% | 0.06% |
| Jul 2026 | 62.9% | 34.5% | 2.5% | 0.07% |
| Aug 2026 | 58.5% | 39% | 2.4% | 0.06% |
| Sep 2026 | 58.8% | 39.2% | 1.9% | 0.06% |
How has the Smart and Union comparison changed over the last 12 months?
3 findings
- Smart was ahead of Union in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Smart’s estimated Share of Search among safe brands worldwide moved from 53.9% to 58.8%, and its estimated monthly branded searches held steady at 1.8M.
- Across the 12 months ending September 2026, Union’s estimated Share of Search among safe brands worldwide moved from 44.2% to 39.2%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
How did search popularity change for safe brands worldwide in September 2026?
1 change
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.
How each brand is measured
Brandwave collects information about searches that people make online using Smart’s and Union’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.