How popular isAesop?
In September 2026, people searched for Aesop by name about 8,690 times in New Zealand, about the same as the previous year. These searches made up 30.5% of all New Zealand room spray brand searches, placing Aesop first out of six brands. When we asked both ChatGPT and Google AI Overviews about room spray brands, Aesop appeared in one of the five answers and was the fourth most recommended of the six.
Aesop is the most searched of 6 competitors and the fourth most recommended in AI answers.
AesopShare of searches 30.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
EcoyaShare of searches 24%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Jo MaloneShare of searches 20.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DiptyqueShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- Ashley & CoShare of searches 8.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top room spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aesop was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Aesop is the fourth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ecoya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ashley & Co2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Aromatherapy Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Aesop1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Diptyque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about room spray brands
5 answers
Asked ChatGPT
“Which room spray brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best room spray brands in New Zealand?”
Asked ChatGPT
“What's the best room spray brand in New Zealand for freshening rooms?”
Searched Google, AI Overview
“room spray nz”
Searched Google, AI Overview
“room freshener spray”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which room spray brands compete with Aesop?
Share of searches by month for Aesop, Ecoya, Jo Malone, Diptyque, Ashley & Co, The Aromatherapy Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aesop | Ecoya | Jo Malone | Diptyque | Ashley & Co | The Aromatherapy Company |
|---|---|---|---|---|---|---|
| Oct 2025 | 31.3% | 24.4% | 17.7% | 12.4% | 10.9% | 3.3% |
| Nov 2025 | 38% | 33.6% | 11.6% | 7% | 8% | 1.8% |
| Dec 2025 | 29% | 31% | 18.7% | 9.5% | 8.2% | 3.6% |
| Jan 2026 | 30.8% | 24.1% | 17.1% | 13.7% | 10.4% | 3.8% |
| Feb 2026 | 33.1% | 20.9% | 17.5% | 13.5% | 11.5% | 3.5% |
| Mar 2026 | 34% | 22.1% | 18.9% | 12.1% | 10% | 3% |
| Apr 2026 | 29.3% | 23.2% | 19% | 15.1% | 10.3% | 3.1% |
| May 2026 | 31.4% | 24.2% | 17.4% | 12.9% | 10.8% | 3.3% |
| Jun 2026 | 34% | 25.2% | 14.7% | 13.6% | 9.6% | 2.9% |
| Jul 2026 | 24.4% | 43.1% | 13% | 10.5% | 6.8% | 2.1% |
| Aug 2026 | 30.2% | 24.2% | 16.3% | 14.4% | 12.5% | 2.5% |
| Sep 2026 | 30.5% | 24% | 20.1% | 14.3% | 8.5% | 2.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 30.5% | 8.6K | -1.2% | +0.3 points | |
| 2, held 2nd | 24% | 6.7K | -3% | -0.2 points | |
| 3, held 3rd | 20.1% | 5.7K | +21.2% | +3.9 points | |
| 4, held 4th | 14.3% | 4K | -2.7% | -0.1 points | |
| 5, held 5th | 8.5% | 2.4K | -33.3% | -4 points | |
| 6, held 6th | 2.6% | 720 | 0% | +0.1 points |
1.
Aesop30.5%
Held 1st. 8.6K estimated branded searches, -1.2% vs prior month. Share +0.3 points.
2.
Ecoya24%
Held 2nd. 6.7K estimated branded searches, -3% vs prior month. Share -0.2 points.
20.1%
Held 3rd. 5.7K estimated branded searches, +21.2% vs prior month. Share +3.9 points.
4.
Diptyque14.3%
Held 4th. 4K estimated branded searches, -2.7% vs prior month. Share -0.1 points.
8.5%
Held 5th. 2.4K estimated branded searches, -33.3% vs prior month. Share -4 points.
2.6%
Held 6th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Aesop and its closest rivals
Every comparison with Aesop
22 comparisons
- Aesop vs Lush
- Aesop vs MECCA
- Aesop vs Ecoya
- Aesop vs Jo Malone
- Aesop vs Diptyque
- Aesop vs Aveeno
- Aesop vs Redken
- Aesop vs L'Occitane
- Aesop vs Glasshouse Fragrances
- Aesop vs The Body Shop
- Aesop vs Essano
- Aesop vs Ashley & Co
- Aesop vs ecostore
- Aesop vs L'Oréal Paris Elvive
- Aesop vs The Aromatherapy Co.
- Aesop vs Ethique
- Aesop vs Dove
- Aesop vs The Aromatherapy Company
- Aesop vs Farmers
- Aesop vs LucyKing
- Aesop vs Living Light
- Aesop vs Only Good
How has branded search demand for Aesop changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Aesop in New Zealand held steady, from 8.4K to 8.7K.
- Across the 12 months ending September 2026, Aesop’s share of searches among room spray brands in New Zealand decreased from 31.3% to 30.5%.
- Across the 12 months ending September 2026, Aesop’s share of searches among room spray brands in New Zealand peaked at 38% in November 2025 and was lowest at 24.4% in July 2026.
How did search popularity change for New Zealand room spray brands in September 2026?
4 changes
In September 2026, Jo Malone gained share of searches among room spray brands in New Zealand, from 16.3% to 20.1%.
In September 2026, Ashley & Co lost share of searches among room spray brands in New Zealand, from 12.5% to 8.5%.
Estimated monthly branded searches for Diptyque in New Zealand rose 22.5% over 12 measured months, from 3.3K to 4K in September 2026.
Estimated monthly branded searches for The Aromatherapy Company in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.
How are Aesop’s branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using Aesop’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- aesop
- aesop animal
- aesop aromatique
- aesop body care
- aesop body wash
- aesop candle
- aesop deo
- aesop diffuser
- aesop gift set
- aesop hand wash
- aesop handbalm
- aesop high street
- aesop hwyl
- aesop incense
- aesop lip balm
- aesop marrakech
- aesop parfum
- aesop room spray
- aesop sale
- aesop skincare
- aesop tacit
Do you work for Aesop? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Aesop compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Bath, body and cosmetics stores | 3rd of 7 | 7.1% | Show ranking |
| Candle and home fragrance brands | 2nd of 9 | 23.9% | Show ranking |
| Room spray brands | 1st of 6 | 30.5% | Shown above |
| Hand soap brands | 1st of 8 | 31.4% | Show ranking |
| Shampoo and conditioner brands | 1st of 6 | 39.1% | Show ranking |
Is Aesop your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.