Dormeo vs Emma Sleep:Which is more popular?
In September 2026, Emma Sleep had more branded searches than Dormeo among mattress brands in the United Kingdom. Emma Sleep had about 100,000 branded searches, while Dormeo had 8,100. Emma Sleep made up 42.7% of all mattress brand searches we track, and Dormeo accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about mattress brands, Emma Sleep appeared in two of the four answers and Dormeo in none.
Who do people search for more?
Emma Sleep, about 12 searches for every 1 for Dormeo
Who does AI mention more?
Emma Sleep, mentioned in 2 of 4 answers, Dormeo in 0
Who does AI recommend more?
Emma Sleep, the only one of the two named
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Top mattress brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Emma Sleep was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Dormeo did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Simba1st- Emma Sleep2nd
Tempur3rd
Silentnight4th
Hypnos4th
Otty–
Dormeo–
Eve Sleep–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Simba3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Emma Sleep2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Silentnight2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Hypnos2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Tempur2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Otty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Dormeo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Eve Sleep0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about mattress brands
4 answers
Asked ChatGPT
“Which mattress brand should I buy in the UK?”
Asked ChatGPT
“What are the best mattress brands in the UK?”
Asked ChatGPT
“What's the best mattress in a box in the UK?”
Searched Google, AI Overview
“mattress”
Searched Google, AI Overview
“best mattress uk”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Dormeo or Emma Sleep more popular in search?
This chart shows how often people search Google for Dormeo and Emma Sleep by name. Each line represents a brand's share of searches for all eight mattress brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Emma Sleep, Dormeo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Emma Sleep | Simba | Silentnight | Hypnos | Otty | Tempur | Dormeo | Eve Sleep |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 31% | 8.5% | 7.1% | 3.8% | 4.7% | 3.8% | 3.2% |
| Nov 2025 | 41% | 27.5% | 13.8% | 5.1% | 2.9% | 4.1% | 2.8% | 2.8% |
| Dec 2025 | 31.2% | 21.2% | 29.1% | 5.5% | 2.7% | 3.9% | 3.9% | 2.5% |
| Jan 2026 | 41.4% | 28.8% | 7.8% | 6.5% | 3.5% | 4.2% | 4.2% | 3.5% |
| Feb 2026 | 45.2% | 25.6% | 6.9% | 7% | 3.8% | 4.6% | 3.8% | 3.1% |
| Mar 2026 | 41.9% | 28.5% | 6.4% | 6.8% | 4.3% | 4.3% | 4.3% | 3.5% |
| Apr 2026 | 43.5% | 29.5% | 5.4% | 6.7% | 3.8% | 4.4% | 3.6% | 3% |
| May 2026 | 39.1% | 31.5% | 5.9% | 7.3% | 4.1% | 4.8% | 3.9% | 3.4% |
| Jun 2026 | 43.5% | 28.6% | 6.5% | 6.6% | 3.8% | 4.4% | 3.6% | 3.1% |
| Jul 2026 | 41.8% | 27.5% | 9.4% | 6.6% | 3.6% | 4.2% | 3.4% | 3.5% |
| Aug 2026 | 39.6% | 31.4% | 7.3% | 7.1% | 4% | 4% | 3.2% | 3.4% |
| Sep 2026 | 42.7% | 27.3% | 7.7% | 7.5% | 4.3% | 4.2% | 3.4% | 2.9% |
How has the Dormeo and Emma Sleep comparison changed over the last 12 months?
3 findings
- Emma Sleep was ahead of Dormeo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dormeo’s share of searches among mattress brands in the United Kingdom moved from 3.8% to 3.4%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
- Across the 12 months ending September 2026, Emma Sleep’s share of searches among mattress brands in the United Kingdom moved from 37.9% to 42.7%, and its estimated monthly branded searches moved from 98.6K to 100K.
How did search popularity change for United Kingdom mattress brands in September 2026?
2 changes
In September 2026, Emma Sleep gained share of searches among mattress brands in the United Kingdom, from 39.6% to 42.7%.
In September 2026, Dormeo rose from 8th to 7th among mattress brands in the United Kingdom.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Dormeo’s and Emma Sleep’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.
Dormeo
1 branded search term
- dormeo
Emma Sleep
2 branded search terms
- emma mattress
- emma sleep
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