How popular isJo Malone?
In September 2026, people searched for Jo Malone by name about 118,000 times in the United Kingdom, a 30% decrease from the previous year. These searches made up 20.7% of all United Kingdom candle brand searches, placing Jo Malone second out of six brands. When we asked both ChatGPT and Google AI Overviews about candle brands, Jo Malone appeared in three of the five answers and was the most recommended of the six.
Jo Malone is the second most searched of 6 competitors and the most recommended in AI answers.
Yankee CandleShare of searches 46.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Jo MaloneShare of searches 20.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
DiptyqueShare of searches 17%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
NeomShare of searches 9.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Wax LyricalShare of searches 5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top candle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone is the most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Jo Malone1st
- Diptyque2nd
- Neom3rd
The White Company4th- Yankee Candle5th
- Wax Lyrical–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Diptyque4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jo Malone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Neom2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Yankee Candle1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The White Company1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wax Lyrical0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about candle brands
5 answers
Asked ChatGPT
“What are the best candle brands in the UK?”
Asked ChatGPT
“Which scented candle makes the best gift?”
Asked ChatGPT
“What's a luxury candle that's worth the money?”
Searched Google, AI Overview
“candles”
Searched Google, AI Overview
“luxury candles”
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 candle brands compete with Jo Malone?
Share of searches by month for Yankee Candle, Jo Malone, Diptyque, Neom, Wax Lyrical. The figures are in the table below the chart.
View monthly share of searches table
| Month | Yankee Candle | Jo Malone | Diptyque | Neom | Wax Lyrical | The White Company |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 18.5% | 15.1% | 10.1% | 3.7% | 2% |
| Nov 2025 | 52.9% | 19.5% | 13% | 10.7% | 1.7% | 2.1% |
| Dec 2025 | 49.2% | 22.2% | 12.1% | 12.1% | 2% | 2.4% |
| Jan 2026 | 44% | 19.7% | 16.2% | 13.2% | 4.8% | 2.1% |
| Feb 2026 | 45.3% | 20.3% | 16.6% | 11.1% | 4.9% | 1.7% |
| Mar 2026 | 43.2% | 23.6% | 15.8% | 10.6% | 4.7% | 2.1% |
| Apr 2026 | 40.8% | 22.3% | 18.2% | 10% | 6.7% | 2% |
| May 2026 | 42.8% | 23.4% | 15.6% | 10.5% | 5.7% | 2.1% |
| Jun 2026 | 42.1% | 23% | 18.8% | 8.4% | 5.6% | 2% |
| Jul 2026 | 42.1% | 23% | 18.8% | 8.4% | 5.6% | 2% |
| Aug 2026 | 41.6% | 22.8% | 18.6% | 8.3% | 6.8% | 2% |
| Sep 2026 | 46.2% | 20.7% | 17% | 9.2% | 5% | 1.8% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.2% | 60.5K | +49.4% | +4.6 points | |
| 2, held 2nd | 20.7% | 27.1K | +22.1% | -2.1 points | |
| 3, held 3rd | 17% | 22.2K | +22.7% | -1.6 points | |
| 4, held 4th | 9.2% | 12.1K | +49.4% | +0.9 points | |
| 5, held 5th | 5% | 6.6K | 0% | -1.7 points | |
| 6, held 6th | 1.8% | 2.4K | +26.3% | -0.1 points |
46.2%
Held 1st. 60.5K estimated branded searches, +49.4% vs prior month. Share +4.6 points.
20.7%
Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -2.1 points.
3.
Diptyque17%
Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share -1.6 points.
4.
Neom9.2%
Held 4th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.9 points.
5%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share -1.7 points.
1.8%
Held 6th. 2.4K estimated branded searches, +26.3% vs prior month. Share -0.1 points.
Jo Malone and The White Company sell other things too, so only their searches that name this product count here, like “jo malone candle”.
Compare popularity between Jo Malone and its closest rivals
Every comparison with Jo Malone
19 comparisons
- Jo Malone vs Le Labo
- Jo Malone vs Prada
- Jo Malone vs Yves Saint Laurent
- Chanel vs Jo Malone
- Dior Beauty vs Jo Malone
- Jo Malone vs Tom Ford
- Jo Malone vs KAYALI
- Jo Malone vs Marc Jacobs
- Jo Malone vs Versace
- Jo Malone vs Yankee Candle
- Creed vs Jo Malone
- Diptyque vs Jo Malone
- Jo Malone vs Lancôme
- Burberry vs Jo Malone
- Gucci vs Jo Malone
- Jo Malone vs Maison Francis Kurkdjian
- Jo Malone vs Neom
- Jo Malone vs Wax Lyrical
- Jo Malone vs The White Company
How has branded search demand for Jo Malone changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Jo Malone in the United Kingdom fell from 168K to 118K.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among candle brands in the United Kingdom increased from 18.5% to 20.7%.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among candle brands in the United Kingdom peaked at 23.6% in March 2026 and was lowest at 18.5% in October 2025.
How did search popularity change for United Kingdom candle brands in September 2026?
6 changes
In September 2026, Yankee Candle gained share of searches among candle brands in the United Kingdom, from 41.6% to 46.2%.
In September 2026, Neom gained share of searches among candle brands in the United Kingdom, from 8.3% to 9.2%.
In September 2026, Jo Malone lost share of searches among candle brands in the United Kingdom, from 22.8% to 20.7%.
In September 2026, Wax Lyrical lost share of searches among candle brands in the United Kingdom, from 6.8% to 5%.
In September 2026, Diptyque lost share of searches among candle brands in the United Kingdom, from 18.6% to 17%.
Estimated monthly branded searches for The White Company in the United Kingdom fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.
How are Jo Malone’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jo Malone’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.
- jo malone
- jo malone candle
Do you work for Jo Malone? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Jo Malone compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Fragrance brands | 1st of 15 | 17.8% | Show ranking |
| Candle brands | 2nd of 6 | 20.7% | Shown above |
Is Jo Malone 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.