Brandwave

How popular isGucci?

In September 2026, people searched for Gucci by name about 18,100 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 3.6% of all United Kingdom fragrance brand searches, placing Gucci 14th out of 15 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 14th most searched of 15 competitors and not listed in any AI answer.

  1. Jo MaloneShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  2. Le LaboShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  3. PradaShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Yves Saint LaurentShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. GucciShare of searches 3.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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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. Yves Saint Laurent1st
  2. Lancôme2nd
  3. Chanel3rd
  4. Dior Beauty4th
  5. Burberry5th
  6. Maison Francis Kurkdjian6th
  7. Tom Ford7th
  8. +5 more
  9. Marc Jacobs–
  10. Creed–
  11. Gucci–

Mentioned by AI

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

  • Yves Saint Laurent4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chanel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lancôme2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Labo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tom Ford1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KAYALI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Versace1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gucci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 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 United Kingdom on October 26, 2026.

Which fragrance brands compete with Gucci?

Gucci against fragrance brands in the United Kingdom, by month

Share of searches by month for Jo Malone, Le Labo, Prada, Yves Saint Laurent, Chanel, Dior Beauty, Tom Ford, KAYALI, Marc Jacobs, Versace, Creed, Lancôme, Burberry, Gucci, Maison Francis Kurkdjian. The figures are in the table below the chart.

View monthly share of searches table
MonthJo MaloneLe LaboPradaYves Saint LaurentChanelDior BeautyTom FordKAYALIMarc JacobsVersaceCreedLancômeBurberryGucciMaison Francis Kurkdjian
Oct 202521.9%8%8%9.8%6.6%5.4%8%4.4%5.4%4.4%3.6%4.4%2.9%3.6%3.6%
Nov 202524.6%6.1%9.1%7.4%6.1%5%7.4%7.4%6.1%5%3.3%4.1%2.7%3.3%2.7%
Dec 202525.5%5.1%9.3%7.7%6.3%5.1%6.3%5.1%6.3%5.1%4.2%4.2%2.8%4.2%2.8%
Jan 202619.2%8.6%7%8.6%5.7%7%7%7%4.7%5.7%4.7%3.8%3.1%3.1%4.7%
Feb 202618.3%10%6.7%8.2%5.5%6.7%8.2%5.5%5.5%5.5%4.5%4.5%3%3.7%4.5%
Mar 202622.5%8.3%6.8%6.8%5.6%5.6%6.8%6.8%5.6%5.6%4.5%4.5%2.5%3.7%4.5%
Apr 202622.1%9.9%6.6%8.1%5.4%5.4%6.6%6.6%4.4%5.4%4.4%4.4%3%3%4.4%
May 202621.2%9.5%7.8%7.8%5.2%6.4%6.4%6.4%5.2%5.2%4.2%4.2%2.8%3.5%4.2%
Jun 202622.4%8.2%8.2%8.2%5.5%5.5%6.7%6.7%5.5%5.5%4.5%3.7%3%3%3.7%
Jul 202618.6%10.2%8.3%8.3%5.6%5.6%6.8%6.8%5.6%5.6%4.5%4.5%3%3%3.7%
Aug 202623.2%8.5%8.5%8.5%5.7%5.7%7%5.7%4.7%4.7%3.8%3.8%3.1%3.1%3.8%
Sep 202617.8%9.7%9.7%8%6.5%6.5%6.5%5.3%5.3%5.3%4.4%4.4%3.6%3.6%3.6%

  1. 1.Jo Malone

    17.8%

    Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -5.4 points.

  2. 2.Le Labo

    9.7%

    Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.2 points.

  3. 3.Prada

    9.7%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.2 points.

  4. 4.Yves Saint Laurent

    8%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.Chanel

    6.5%

    Moved from 6th to 5th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.8 points.

  6. 6.Dior Beauty

    6.5%

    Moved from 7th to 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.8 points.

  7. 7.Tom Ford

    6.5%

    Moved from 5th to 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.5 points.

  8. 8.KAYALI

    5.3%

    Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  9. 9.Marc Jacobs

    5.3%

    Held 9th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.6 points.

  10. 10.Versace

    5.3%

    Held 10th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.6 points.

  11. 11.Creed

    4.4%

    Held 11th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.5 points.

  12. 12.Lancôme

    4.4%

    Held 12th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.5 points.

  13. 13.Burberry

    3.6%

    Moved from 14th to 13th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.

  14. 14.Gucci

    3.6%

    Moved from 15th to 14th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.

  15. 15.Maison Francis Kurkdjian

    3.6%

    Moved from 13th to 15th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare popularity between Gucci and its closest rivals

Every comparison with Gucci

14 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gucci in the United Kingdom fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in the United Kingdom peaked at 4.2% in December 2025 and was lowest at 3% in April 2026.
  • Across the 12 months ending September 2026, Gucci fell from 13th to 14th among fragrance brands in the United Kingdom.

How did search popularity change for United Kingdom fragrance brands in September 2026?

6 changes

  1. In September 2026, Chanel overtook Tom Ford to rank 5th among fragrance brands in the United Kingdom, with 6.5% of the searches.

  2. In September 2026, Dior Beauty overtook Tom Ford to rank 6th among fragrance brands in the United Kingdom, with 6.5% of the searches.

  3. In September 2026, Le Labo gained share of searches among fragrance brands in the United Kingdom, from 8.5% to 9.7%.

  4. In September 2026, Prada gained share of searches among fragrance brands in the United Kingdom, from 8.5% to 9.7%.

  5. In September 2026, Marc Jacobs gained share of searches among fragrance brands in the United Kingdom, from 4.7% to 5.3%.

  6. In September 2026, Versace gained share of searches among fragrance brands in the United Kingdom, from 4.7% to 5.3%.

How are Gucci’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Gucci’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • gucci perfume

How the Brand Demand Index is measured

Who owns Gucci?

Gucci is owned by Kering. Brandwave also tracks Yves Saint Laurent, owned by the same company, in the United Kingdom.

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

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