How popular isThe White Company?
In September 2026, people searched for The White Company by name about 250,000 times in the United Kingdom, an 18.3% decrease from the previous year. These searches made up 1.8% of all United Kingdom candle brand searches, placing The White Company sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about candle brands, The White Company appeared in one of the five answers and was the fourth most recommended of the six.
The White Company is the sixth most searched of 6 competitors and the fourth 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
The White CompanyShare of searches 1.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
Follow The White Company and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top candle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The White Company was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The White Company is the fourth 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 The White Company?
Share of searches by month for Yankee Candle, Jo Malone, Diptyque, Neom, Wax Lyrical, The White Company. 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.
The White Company and Jo Malone sell other things too, so only their searches that name this product count here, like “the white company candle”.
Compare popularity between The White Company and its closest rivals
Every comparison with The White Company
19 comparisons
- Dunelm vs The White Company
- IKEA vs The White Company
- Oliver Bonas vs The White Company
- The Range vs The White Company
- Next vs The White Company
- Habitat vs The White Company
- H&M Home vs The White Company
- John Lewis vs The White Company
- Diptyque vs The White Company
- Jo Malone vs The White Company
- Neom vs The White Company
- The White Company vs Wax Lyrical
- The White Company vs Yankee Candle
- Bedfolk vs The White Company
- DUSK vs The White Company
- Piglet in Bed vs The White Company
- Silentnight vs The White Company
- Soak&Sleep vs The White Company
- Simba vs The White Company
How has branded search demand for The White Company changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for The White Company in the United Kingdom fell from 306K to 250K.
- Across the 12 months ending September 2026, The White Company’s share of searches among candle brands in the United Kingdom held steady, from 2% to 1.8%.
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 The White Company’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using The White Company’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.
- the white company
- the white company bedding
- the white company candle
Do you work for The White Company? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does The White Company compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Homeware retailers | 5th of 9 | 2.4% | Show ranking |
| Bedding brands | 9th of 10 | 0.73% | Show ranking |
| Candle brands | 6th of 6 | 1.8% | Shown above |
Is The White Company 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.