Brandwave

How popular isVitality?

In September 2026, people searched for Vitality by name about 8,070 times in the United Kingdom, a 15.5% increase from the previous year. These searches made up 2.7% of all United Kingdom dental plan provider searches, placing Vitality fourth out of seven providers. When we asked both ChatGPT and Google AI Overviews about dental plan providers, Vitality appeared in one of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Vitality is the fourth most searched of 7 competitors and the sixth 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, Vitality was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Vitality is the sixth 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 Vitality?

Vitality 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 Vitality and its closest rivals

Every comparison with Vitality

17 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vitality in the United Kingdom rose from 7K to 8.1K.
  • Across the 12 months ending September 2026, Vitality rose from 6th to 4th among dental plan providers in the United Kingdom.

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 Vitality’s branded searches counted?

3 search terms

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

  • vitality dental
  • vitality income protection
  • vitality life insurance

Do you work for Vitality? 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 Vitality compete?

Vitality is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Life insurance brands6th of 81.1%Show ranking
Private health insurance providers6th of 82.8%Show ranking
Dental plan providers4th of 72.7%Shown above
Income protection providers3rd of 616.6%Show ranking
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