Burberry vs Gucci:Which is more popular?
In September 2026, Burberry and Gucci were level in searches among fragrance brands in the United Kingdom, with an estimated 18.1K branded searches each, at 3.6% of the total each. When we asked ChatGPT and Google AI Overviews about fragrance brands, Burberry appeared in one of the five answers and Gucci in none.
Who do people search for more?
Burberry and Gucci are searched for about as often as each other.
Who does AI mention more?
Burberry, mentioned in 1 of 5 answers, Gucci in 0
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Burberry was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the 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.
Yves Saint Laurent1st
Lancôme2nd
Chanel3rd
Dior Beauty4th- Burberry5th
Maison Francis Kurkdjian6th
Tom Ford7th
Jo Malone8th
Versace8th- +5 more
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
See every answer about fragrance brands
5 answers
Asked ChatGPT
“Which perfume should I buy in the UK?”
Asked ChatGPT
“What are the best perfume brands?”
Asked ChatGPT
“What is the best perfume for women?”
Searched Google, AI Overview
“perfume”
Searched Google, AI Overview
“perfume for women”
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.
Is Burberry or Gucci more popular in search?
This chart shows how often people search Google for Burberry and Gucci by name. Each line represents a brand's share of searches for all 15 fragrance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Burberry, Gucci. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jo Malone | Le Labo | Prada | Yves Saint Laurent | Chanel | Dior Beauty | Tom Ford | KAYALI | Marc Jacobs | Versace | Creed | Lancôme | Burberry | Gucci | Maison Francis Kurkdjian |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.9% | 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 2025 | 24.6% | 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 2025 | 25.5% | 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 2026 | 19.2% | 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 2026 | 18.3% | 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 2026 | 22.5% | 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 2026 | 22.1% | 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 2026 | 21.2% | 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 2026 | 22.4% | 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 2026 | 18.6% | 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 2026 | 23.2% | 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 2026 | 17.8% | 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% |
How has the Burberry and Gucci comparison changed over the last 12 months?
3 findings
- Burberry was ahead of Gucci in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in the United Kingdom moved from 2.9% to 3.6%, and its estimated monthly branded searches held steady at 18.1K.
- Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in the United Kingdom held steady at 3.6%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for United Kingdom fragrance brands in September 2026?
2 changes
Burberry’s share of searches among fragrance brands in the United Kingdom has gained ground for 3 months in a row, from 3% to 3.6% in September 2026.
Gucci’s share of searches among fragrance brands in the United Kingdom has gained ground for 3 months in a row, from 3% to 3.6% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Burberry’s and Gucci’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among fragrance brands
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