Brandwave

How popular isSoak&Sleep?

In September 2026, people searched for Soak&Sleep by name about 22,200 times in the United Kingdom, a 22.7% increase from the previous year. These searches made up 10.1% of all United Kingdom bedding brand searches, placing Soak&Sleep fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about bedding brands, Soak&Sleep appeared in two of the five answers and was the sixth most recommended of the ten.

Search and AI answers in September 2026

Soak&Sleep is the fifth most searched of 10 competitors and the sixth most recommended in AI answers.

  1. DUSKShare of searches 27.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  2. DunelmShare of searches 18.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. NextShare of searches 18.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Piglet in BedShare of searches 15%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. Soak&SleepShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Soak&Sleep was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Soak&Sleep is the sixth most recommended of the ten.

Most recommended by AI

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

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

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

  • Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soak&Sleep2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding 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 27, 2026.

Which bedding brands compete with Soak&Sleep?

Soak&Sleep against bedding brands in the United Kingdom, by month

Share of searches by month for DUSK, Dunelm, Next, Piglet in Bed, Soak&Sleep, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

  1. 1.DUSK

    27.5%

    Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -2.8 points.

  2. 2.Dunelm

    18.4%

    Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share -1.9 points.

  3. 3.Next

    18.4%

    Moved from 4th to 3rd. 40.5K estimated branded searches, +49.4% vs prior month. Share +4.8 points.

  4. 4.Piglet in Bed

    15%

    Moved from 3rd to 4th. 33.1K estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.Soak&Sleep

    10.1%

    Held 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +1 points.

  6. 6.John Lewis

    6.7%

    Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  7. 7.Bedfolk

    1.6%

    Held 7th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Silentnight

    1.1%

    Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.The White Company

    0.73%

    Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Simba

    0.45%

    Held 10th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Dunelm, John Lewis and 2 other brands sell other things too, so only their searches that name this product count here, like “dunelm bedding”.

Compare popularity between Soak&Sleep and its closest rivals

Every comparison with Soak&Sleep

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Soak&Sleep in the United Kingdom rose from 18.1K to 22.2K.
  • Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom increased from 9.2% to 10.1%.
  • Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom peaked at 10.1% in September 2026 and was lowest at 8.2% in March 2026.

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

6 changes

  1. In September 2026, Next overtook Piglet in Bed to rank 3rd among bedding brands in the United Kingdom, with 18.4% of the searches.

  2. In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.

  3. In September 2026, John Lewis gained share of searches among bedding brands in the United Kingdom, from 6.1% to 6.7%.

  4. In September 2026, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%.

  5. In September 2026, Dunelm lost share of searches among bedding brands in the United Kingdom, from 20.3% to 18.4%.

  6. In September 2026, Piglet in Bed lost share of searches among bedding brands in the United Kingdom, from 16.6% to 15%.

How are Soak&Sleep’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Soak&Sleep’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.

  • soak and sleep

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How the Brand Demand Index is measured

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