--- title: "Aesop vs Ashley & Co: Which is searched more in New Zealand?" description: "Is Aesop or Ashley & Co more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Candle and home fragrance brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/aesop-vs-ashley-and-co" publisher: "Brandwave" --- # Aesop vs Ashley & Co: Which is searched more in New Zealand? Is Aesop or Ashley & Co more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Candle and home fragrance brands set in New Zealand. 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. ## Key facts - **Compared**: Aesop and Ashley & Co - **Competitive set**: Candle and home fragrance brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Aesop Share of Search**: 23.9% - **Ashley & Co Share of Search**: 6.6% ## Is Aesop or Ashley & Co more popular in search? - In September 2026, Aesop had more branded searches than Ashley & Co among candle and home fragrance brands in New Zealand. Aesop had about 8,680 branded searches, while Ashley & Co had 2,400. Aesop made up 23.9% of all candle and home fragrance brand searches we track, and Ashley & Co accounted for 6.6%. - Aesop was ahead of Ashley & Co in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aesop’s share of searches among candle and home fragrance brands in New Zealand moved from 23.2% to 23.9%, and its estimated monthly branded searches moved from 8.4K to 8.7K. - Across the 12 months ending September 2026, Ashley & Co’s share of searches among candle and home fragrance brands in New Zealand moved from 8% to 6.6%, and its estimated monthly branded searches moved from 2.9K to 2.4K. ## Top candle and home fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Ashley & Co was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Aesop was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Ashley & Co was listed before Aesop in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Ecoya | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Ashley & Co | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | The Aromatherapy Co. | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | LucyKing | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Glasshouse Fragrances | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Diptyque | 6th | 0 of 3 | 1 of 1 | 1 of 4 | | Living Light | 7th | 2 of 3 | 0 of 1 | 2 of 4 | | Jo Malone | 8th | 1 of 3 | 1 of 1 | 2 of 4 | | Aesop | 9th | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about candle and home fragrance brands - Asked ChatGPT "Which candle or home fragrance brand should I buy in New Zealand?": 1. Ecoya, 2. Ashley & Co, 3. Glasshouse Fragrances, 4. The Aromatherapy Co., 5. Living Light - Asked ChatGPT "What are the best candle and home fragrance brands in New Zealand?": 1. Ecoya, 2. Ashley & Co, 3. Living Light, 4. LucyKing, 5. Glasshouse Fragrances, 6. Aesop, 7. Jo Malone - Asked ChatGPT "What's the best candle or home fragrance brand in New Zealand for a relaxing home scent?": 1. The Aromatherapy Co., 2. LucyKing - Searched Google, AI Overview "scented candle nz": 1. Diptyque, 2. Jo Malone Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand candle and home fragrance brands in September 2026? - In September 2026, Ashley & Co lost share of searches among candle and home fragrance brands in New Zealand, from 9.7% to 6.6%. ## Month by month | Month | Aesop estimated searches | Aesop Share of Search | Aesop rank | Ashley & Co estimated searches | Ashley & Co Share of Search | Ashley & Co rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 8.4K | 23.2% | 2 | 2.9K | 8% | 6 | | Nov 2025 | 21.1K | 29.1% | 2 | 4.4K | 6.1% | 6 | | Dec 2025 | 13K | 20% | 2 | 3.6K | 5.6% | 6 | | Jan 2026 | 7.2K | 23.1% | 2 | 2.4K | 7.7% | 6 | | Feb 2026 | 7K | 26% | 1 | 2.4K | 8.9% | 5 | | Mar 2026 | 8.3K | 27.4% | 1 | 2.4K | 8% | 5 | | Apr 2026 | 7K | 22.8% | 2 | 2.4K | 7.8% | 6 | | May 2026 | 8.6K | 24.4% | 2 | 2.9K | 8.3% | 6 | | Jun 2026 | 8.6K | 25.7% | 1 | 2.4K | 7.1% | 6 | | Jul 2026 | 8.7K | 19.8% | 2 | 2.4K | 5.5% | 6 | | Aug 2026 | 8.8K | 23.7% | 2 | 3.6K | 9.7% | 5 | | Sep 2026 | 8.7K | 23.9% | 2 | 2.4K | 6.6% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Aesop’s and Ashley & Co’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. - **Aesop**: Measured on the search terms “aesop”, “aesop animal”, “aesop aromatique”, “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” and “aesop tacit”, summed into one figure. - **Ashley & Co**: Measured on the search term “ashley and co”. - [Aesop profile](/demand/nz/brands/aesop) - [Ashley & Co profile](/demand/nz/brands/ashley-and-co) - [All candle and home fragrance brands in New Zealand](/demand/nz/categories/nz-home-fragrance-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Aesop or Ashley & Co more popular in search? In September 2026, Aesop had more branded searches than Ashley & Co among candle and home fragrance brands in New Zealand. Aesop had about 8,680 branded searches, while Ashley & Co had 2,400. Aesop made up 23.9% of all candle and home fragrance brand searches we track, and Ashley & Co accounted for 6.6%. ## Cite this page Brandwave. "Aesop vs Ashley & Co: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/aesop-vs-ashley-and-co This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/aesop-vs-ashley-and-co. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.