Brandwave

How popular isGucci?

In September 2026, people searched for Gucci by name about 20,500 times in New Zealand, a 9.3% decrease from the previous year. These searches made up 14.6% of all New Zealand fragrance brand searches, placing Gucci fourth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Gucci did not appear in any of the answers.

Search and AI answers in September 2026

Gucci is the fourth most searched of 12 competitors and not listed in any AI answer.

  1. Yves Saint LaurentShare of searches 20.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. Dior BeautyShare of searches 19%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. VersaceShare of searches 15.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. GucciShare of searches 14.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ChanelShare of searches 12.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

+7 more

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gucci did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dior Beauty1st
  2. Chanel2nd
  3. Tom Ford3rd
  4. Maison Francis Kurkdjian4th
  5. Yves Saint Laurent5th
  6. Versace6th
  7. Jo Malone7th
  8. Rabanne8th
  9. Le Labo9th
  10. Gucci–
  11. +2 more

Mentioned by AI

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

  • Dior Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chanel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tom Ford3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jo Malone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yves Saint Laurent2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Versace2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Labo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maison Francis Kurkdjian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rabanne1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gucci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about fragrance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which fragrance brands compete with Gucci?

Gucci against fragrance brands in New Zealand, by month

Share of searches by month for Yves Saint Laurent, Dior Beauty, Versace, Gucci, Chanel, Tom Ford, Jo Malone, Rabanne, Carolina Herrera. The figures are in the table below the chart.

View monthly share of searches table
MonthYves Saint LaurentDior BeautyVersaceGucciChanelTom FordJo MaloneRabanneCarolina HerreraLe LaboMaison Francis KurkdjianViktor&Rolf
Oct 202517.7%16.7%18.4%17.4%11.4%8%4%2.7%1.5%1.1%0.72%0.34%
Nov 202518.7%17.3%18.5%16.7%11.7%6.1%4.6%2.6%1.8%1.1%0.51%0.37%
Dec 202519.5%16.9%17.1%15.2%13.4%5.7%5.2%3.4%1.7%0.98%0.61%0.37%
Jan 202619.3%17.5%16.9%16.6%13.6%6.1%3.5%2.6%1.7%1.1%0.63%0.37%
Feb 202618.2%17.3%16.3%17.3%14.6%5.9%3.7%3.1%1.5%0.99%0.72%0.29%
Mar 202618.2%18%15.9%16.3%14.1%6.2%4.3%2.7%2%1.2%0.67%0.4%
Apr 202618.2%18.2%16.5%17.2%12.8%6%4.1%2.8%2%1.2%0.65%0.27%
May 202616.2%18.6%16.8%16.1%16.8%5.4%3.7%2.4%1.8%1.2%0.55%0.35%
Jun 202617%16.4%13.9%14.4%23.4%5.7%3.1%2.8%1.5%1%0.58%0.26%
Jul 202619.4%18.2%14.8%15.8%14.6%6.4%4%2.9%1.7%1.1%0.51%0.39%
Aug 202618.9%21%15.7%14.1%13.9%6%3.5%3%1.7%1.2%0.53%0.36%
Sep 202620.1%19%15.8%14.6%12.1%6.4%4.4%3.1%2%1.4%0.75%0.29%

  1. 1.Yves Saint Laurent

    20.1%

    Moved from 2nd to 1st. 26.7K estimated branded searches, +3.9% vs prior month. Share +1.2 points.

  2. 2.Dior Beauty

    19%

    Moved from 1st to 2nd. 25.2K estimated branded searches, -11.7% vs prior month. Share -2 points.

  3. 3.Versace

    15.8%

    Held 3rd. 20.9K estimated branded searches, -2.2% vs prior month. Share 0 points.

  4. 4.Gucci

    14.6%

    Held 4th. 19.4K estimated branded searches, +0.94% vs prior month. Share +0.5 points.

  5. 5.Chanel

    12.1%

    Held 5th. 16K estimated branded searches, -15.2% vs prior month. Share -1.8 points.

  6. 6.Tom Ford

    6.4%

    Held 6th. 8.5K estimated branded searches, +3.3% vs prior month. Share +0.4 points.

  7. 7.Jo Malone

    4.4%

    Held 7th. 5.8K estimated branded searches, +21.4% vs prior month. Share +0.9 points.

  8. 8.Rabanne

    3.1%

    Held 8th. 4.1K estimated branded searches, +0.49% vs prior month. Share +0.1 points.

  9. 9.Carolina Herrera

    2%

    Held 9th. 2.7K estimated branded searches, +15.9% vs prior month. Share +0.3 points.

  10. 10.Le Labo

    1.4%

    Held 10th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.3 points.

  11. 11.Maison Francis Kurkdjian

    0.75%

    Held 11th. 1K estimated branded searches, +38.9% vs prior month. Share +0.2 points.

  12. 12.Viktor&Rolf

    0.29%

    Held 12th. 390 estimated branded searches, -20.4% vs prior month. Share -0.1 points.

Compare popularity between Gucci and its closest rivals

Every comparison with Gucci

26 comparisons

How has branded search demand for Gucci changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gucci in New Zealand fell from 22.6K to 20.5K.
  • Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in New Zealand decreased from 17.4% to 14.6%.
  • Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in New Zealand peaked at 17.4% in October 2025 and was lowest at 14.1% in August 2026.
  • Across the 12 months ending September 2026, Gucci fell from 3rd to 4th among fragrance brands in New Zealand.

How did search popularity change for New Zealand fragrance brands in September 2026?

6 changes

  1. In September 2026, Yves Saint Laurent overtook Dior Beauty to become the leader among fragrance brands in New Zealand, with 20.1% of the searches.

  2. In September 2026, Jo Malone gained share of searches among fragrance brands in New Zealand, from 3.5% to 4.4%.

  3. In September 2026, Dior Beauty lost share of searches among fragrance brands in New Zealand, from 21% to 19%.

  4. In September 2026, Chanel lost share of searches among fragrance brands in New Zealand, from 13.9% to 12.1%.

  5. Versace’s share of searches among fragrance brands in New Zealand has gained ground for 3 months in a row, from 13.9% to 15.8% in September 2026.

  6. Estimated monthly branded searches for Le Labo in New Zealand rose 46.2% over 12 measured months, from 1.3K to 1.9K in September 2026.

How are Gucci’s branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Gucci’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.

  • gucci
  • gucci bag
  • gucci bloom
  • gucci bloom parfum
  • gucci cologne
  • gucci flora
  • gucci fragrance
  • gucci frame
  • gucci guilty
  • gucci handbags
  • gucci m
  • gucci perfume
  • gucci rush
  • gucci shoes
  • gucci sunglasses
  • gucci waist bag
  • gucci wallets
  • house of gucci

How the Brand Demand Index is measured

Who owns Gucci?

Gucci is owned by Kering. Brandwave also tracks Yves Saint Laurent, Bottega Veneta and Saint Laurent, owned by the same company, in New Zealand.

Do you work for Gucci? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Gucci compete?

Gucci is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands4th of 1214.6%Shown above
Handbag brands3rd of 1014.4%Show ranking
Luxury fashion houses3rd of 915.1%Show ranking
Creator with pink hair and a pink jacket

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