--- title: "Burberry vs Tom Ford: Which is searched more in the United Kingdom?" description: "Is Burberry or Tom Ford more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/burberry-vs-tom-ford" publisher: "Brandwave" --- # Burberry vs Tom Ford: Which is searched more in the United Kingdom? Is Burberry or Tom Ford more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Burberry and Tom Ford - **Competitive set**: Fragrance brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Burberry Share of Search**: 3.6% - **Tom Ford Share of Search**: 6.5% ## Is Burberry or Tom Ford more popular in search? - In September 2026, Tom Ford had more branded searches than Burberry among fragrance brands in the United Kingdom. Tom Ford had about 33,100 branded searches, while Burberry had 18,100. Tom Ford made up 6.5% of all fragrance brand searches we track, and Burberry accounted for 3.6%. - Tom Ford was ahead of Burberry 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, Tom Ford’s share of searches among fragrance brands in the United Kingdom moved from 8% to 6.5%, and its estimated monthly branded searches moved from 49.5K to 33.1K. ## Top fragrance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Burberry and Tom Ford were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Burberry and Tom Ford were each listed first in one of the two answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Yves Saint Laurent | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Lancôme | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Chanel | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Dior Beauty | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Burberry | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Maison Francis Kurkdjian | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Tom Ford | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Jo Malone | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Versace | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | KAYALI | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Le Labo | 11th | 1 of 3 | 0 of 2 | 1 of 5 | | Prada | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Marc Jacobs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Creed | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Gucci | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fragrance brands - Asked ChatGPT "Which perfume should I buy in the UK?": 1. Yves Saint Laurent, 2. Burberry, 3. Versace - Asked ChatGPT "What are the best perfume brands?": 1. Dior Beauty, 2. Chanel, 3. Yves Saint Laurent, 4. Lancôme, 5. Maison Francis Kurkdjian, 6. Tom Ford, 7. Jo Malone, 8. KAYALI, 9. Le Labo - Asked ChatGPT "What is the best perfume for women?": 1. Yves Saint Laurent, 2. Lancôme, 3. Chanel - Searched Google, AI Overview "perfume": 1. Yves Saint Laurent - Searched Google, AI Overview "perfume for women": named none of the brands we track Not named in any answer: Prada, Marc Jacobs, Creed and Gucci. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026. ## How did search popularity change for United Kingdom fragrance brands in September 2026? - In September 2026, Chanel overtook Tom Ford to rank 5th among fragrance brands in the United Kingdom, with 6.5% of the searches. - In September 2026, Dior Beauty overtook Tom Ford to rank 6th among fragrance brands in the United Kingdom, with 6.5% of the searches. - 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. - Estimated monthly branded searches for Tom Ford in the United Kingdom fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026. ## Month by month | Month | Burberry estimated searches | Burberry Share of Search | Burberry rank | Tom Ford estimated searches | Tom Ford Share of Search | Tom Ford rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 2.9% | 15 | 49.5K | 8% | 5 | | Nov 2025 | 27.1K | 2.7% | 14 | 74K | 7.4% | 4 | | Dec 2025 | 33.1K | 2.8% | 14 | 74K | 6.3% | 6 | | Jan 2026 | 14.8K | 3.1% | 14 | 33.1K | 7% | 7 | | Feb 2026 | 12.1K | 3% | 15 | 33.1K | 8.2% | 3 | | Mar 2026 | 12.1K | 2.5% | 15 | 33.1K | 6.8% | 5 | | Apr 2026 | 12.1K | 3% | 14 | 27.1K | 6.6% | 6 | | May 2026 | 12.1K | 2.8% | 15 | 27.1K | 6.4% | 7 | | Jun 2026 | 12.1K | 3% | 14 | 27.1K | 6.7% | 6 | | Jul 2026 | 12.1K | 3% | 14 | 27.1K | 6.8% | 6 | | Aug 2026 | 14.8K | 3.1% | 14 | 33.1K | 7% | 5 | | Sep 2026 | 18.1K | 3.6% | 13 | 33.1K | 6.5% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Burberry’s and Tom Ford’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. - **Burberry**: Measured on the search term “burberry perfume”. - **Tom Ford**: Measured on the search term “tom ford perfume”. - [Burberry profile](/demand/uk/brands/burberry) - [Tom Ford profile](/demand/uk/brands/tom-ford) - [All fragrance brands in the United Kingdom](/demand/uk/categories/uk-fragrance-brands): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Burberry or Tom Ford more popular in search? In September 2026, Tom Ford had more branded searches than Burberry among fragrance brands in the United Kingdom. Tom Ford had about 33,100 branded searches, while Burberry had 18,100. Tom Ford made up 6.5% of all fragrance brand searches we track, and Burberry accounted for 3.6%. ## Cite this page Brandwave. "Burberry vs Tom Ford: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/burberry-vs-tom-ford This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/burberry-vs-tom-ford. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.