Brandwave

How popular isBupa?

In September 2026, people searched for Bupa by name about 114,000 times in the United Kingdom, about the same as the previous year. These searches made up 11.2% of all United Kingdom dental plan provider searches, placing Bupa second out of seven providers. When we asked both ChatGPT and Google AI Overviews about dental plan providers, Bupa appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Bupa is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. DenplanShare of searches 68.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. BupaShare of searches 11.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. DentalplanShare of searches 11.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. VitalityShare of searches 2.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. AXAShare of searches 2.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

+2 more

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Top dental plan providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bupa was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bupa is the second most recommended of the seven.

Most recommended by AI

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

  1. Simplyhealth1st
  2. Bupa2nd
  3. Denplan3rd
  4. AXA4th
  5. Practice Plan5th
  6. Vitality6th
  7. Dentalplan–

Mentioned by AI

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

  • Denplan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bupa4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AXA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simplyhealth4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vitality1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Practice Plan1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dentalplan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dental plan providers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which dental plan providers compete with Bupa?

Bupa against dental plan providers in the United Kingdom, by month

Share of searches by month for Denplan, Bupa, Dentalplan, Vitality, AXA, Simplyhealth. The figures are in the table below the chart.

View monthly share of searches table
MonthDenplanBupaDentalplanVitalityAXASimplyhealthPractice Plan
Oct 202567.2%13.4%10.9%2.5%3.2%2.5%0.35%
Nov 202569.6%11.3%11.3%2.6%2.6%2.3%0.36%
Dec 202569.3%11.2%11.2%2.7%2.7%2.2%0.44%
Jan 202665.4%13%13%2.4%3.1%2.4%0.51%
Feb 202669.1%11.2%11.2%2.2%3.3%2.2%0.66%
Mar 202667.1%13.4%10.9%2.5%3.2%2.2%0.79%
Apr 202669.8%11.3%11.3%2.3%2.6%1.9%0.82%
May 202667.4%13.4%10.9%2.7%2.7%1.8%1.2%
Jun 202668.8%11.2%11.2%2.7%2.7%2.2%1.2%
Jul 202671.1%11.5%9.3%2.3%2.3%1.9%1.5%
Aug 202670.4%11.4%9.2%2.8%2.8%1.9%1.5%
Sep 202668.9%11.2%11.2%2.7%2.2%2.2%1.5%

  1. 1.Denplan

    68.9%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share -1.5 points.

  2. 2.Bupa

    11.2%

    Held 2nd. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Dentalplan

    11.2%

    Held 3rd. 3.6K estimated branded searches, +24.1% vs prior month. Share +2 points.

  4. 4.Vitality

    2.7%

    Moved from 5th to 4th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.AXA

    2.2%

    Moved from 4th to 5th. 720 estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  6. 6.Simplyhealth

    2.2%

    Held 6th. 720 estimated branded searches, +22% vs prior month. Share +0.4 points.

  7. 7.Practice Plan

    1.5%

    Held 7th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

Bupa sells other things too, so only its searches that name this product count here, like “bupa dental insurance”.

Compare popularity between Bupa and its closest rivals

Every comparison with Bupa

11 comparisons

How has branded search demand for Bupa changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bupa in the United Kingdom held steady, from 115K to 114K.
  • Across the 12 months ending September 2026, Bupa’s share of searches among dental plan providers in the United Kingdom decreased from 13.4% to 11.2%.
  • Across the 12 months ending September 2026, Bupa’s share of searches among dental plan providers in the United Kingdom peaked at 13.4% in October 2025 and was lowest at 11.2% in June 2026.

How did search popularity change for United Kingdom dental plan providers in September 2026?

6 changes

  1. In September 2026, Dentalplan gained share of searches among dental plan providers in the United Kingdom, from 9.2% to 11.2%.

  2. In September 2026, Denplan lost share of searches among dental plan providers in the United Kingdom, from 70.4% to 68.9%.

  3. In September 2026, AXA lost share of searches among dental plan providers in the United Kingdom, from 2.8% to 2.2%.

  4. In September 2026, Vitality rose from 5th to 4th among dental plan providers in the United Kingdom.

  5. Estimated monthly branded searches for Practice Plan in the United Kingdom rose 242.9% over 12 measured months, from 140 to 480 in September 2026.

  6. Estimated monthly branded searches for Bupa in the United Kingdom fell 33.3% over 12 measured months, from 5.4K to 3.6K in September 2026.

How are Bupa’s branded searches counted?

2 search terms

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

  • bupa
  • bupa dental insurance

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

How the Brand Demand Index is measured

Where does Bupa compete?

Bupa is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Private health insurance providers1st of 846%Show ranking
Dental plan providers2nd of 711.2%Shown above
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Is Bupa your brand?

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