Brandwave

Next vs Soak&Sleep:Which is more popular?

In September 2026, Next had more branded searches than Soak&Sleep among bedding brands in the United Kingdom. Next had about 40,500 branded searches, while Soak&Sleep had 22,200. Next made up 18.4% of all bedding brand searches we track, and Soak&Sleep accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about bedding brands, Next appeared in three of the five answers and Soak&Sleep in two. Next was mentioned before Soak&Sleep in three out of four answers that named either.

Among bedding brands in the United Kingdom in September 2026

Who do people search for more?

Next, about 82% more searches than Soak&Sleep

Next 40.5K searchesSoak&Sleep 22.2K searches

Who does AI mention more?

Next, mentioned in 3 of 5 answers, Soak&Sleep in 2

Next in 3 of 5Soak&Sleep in 2 of 5

Who does AI recommend more?

Next, named ahead of Soak&Sleep in 3 of 4 answers

Next first in 3Soak&Sleep first in 1

Follow Next vs Soak&Sleep 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

Track your brand against a rival →

Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Next was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Soak&Sleep was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Next was listed before Soak&Sleep in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soak&Sleep2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

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.

Is Next or Soak&Sleep more popular in search?

This chart shows how often people search Google for Next and Soak&Sleep by name. Each line represents a brand's share of searches for all ten bedding brands we track, month by month, from searches in United Kingdom.

Next and Soak&Sleep among bedding brands in the United Kingdom, by month

Share of searches by month for Next, Soak&Sleep. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

How has the Next and Soak&Sleep comparison changed over the last 12 months?

3 findings
  • Next was ahead of Soak&Sleep in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Next’s share of searches among bedding brands in the United Kingdom moved from 13.8% to 18.4%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
  • Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom moved from 9.2% to 10.1%, and its estimated monthly branded searches moved from 18.1K to 22.2K.

How did search popularity change for United Kingdom bedding brands in September 2026?

2 changes

  1. In September 2026, Next overtook Piglet in Bed to rank 3rd among bedding brands in the United Kingdom, with 18.4% of the searches.

  2. In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Next’s and Soak&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.

Next

1 branded search term

  • next bedding

Soak&Sleep

1 branded search term

  • soak and sleep

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free