Brandwave

How popular isParachute?

In September 2026, people searched for Parachute by name about 18,100 times in the United States, a 22.3% increase from the previous year. These searches made up 4.6% of all United States bedding brand searches, placing Parachute fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about bedding brands, Parachute appeared in one of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Parachute is the fifth most searched of 7 competitors and the fifth most recommended in AI answers.

  1. BrooklinenShare of searches 34.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Cozy EarthShare of searches 28%Mentioned in 1 of 5 AI answersPlace in AI recommendations 2nd
  3. Boll & BranchShare of searches 23%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. QuinceShare of searches 5.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. ParachuteShare of searches 4.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+2 more

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Parachute was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Parachute is the fifth most recommended of the seven.

Most recommended by AI

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

  1. Brooklinen1st
  2. Cozy Earth2nd
  3. Boll & Branch2nd
  4. Quince4th
  5. Parachute5th
  6. Bedsure–
  7. Ettitude–

Mentioned by AI

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

  • Brooklinen4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boll & Branch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cozy Earth1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Parachute1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bedsure0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ettitude0 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 States on October 26, 2026.

Which bedding brands compete with Parachute?

Parachute against bedding brands in the United States, by month

Share of searches by month for Brooklinen, Cozy Earth, Boll & Branch, Quince, Parachute, Bedsure. The figures are in the table below the chart.

View monthly share of searches table
MonthBrooklinenCozy EarthBoll & BranchQuinceParachuteBedsureEttitude
Oct 202526.7%40%22%3.6%3.6%3.6%0.58%
Nov 202525.1%45.9%20.6%2.8%2.8%2.3%0.55%
Dec 202524.6%44.9%20.1%2.7%2.2%4.9%0.54%
Jan 202630.6%37.4%20.5%4.1%2.7%4.1%0.66%
Feb 202630.5%37.5%20.5%4.1%3.4%3.4%0.67%
Mar 202630.7%30.7%25.3%5.1%3.4%4.1%0.67%
Apr 202633.3%33.3%22.3%4.5%3%3%0.59%
May 202632.3%32.3%21.7%5.3%4.3%3.5%0.57%
Jun 202630.7%30.7%25.3%5.1%3.4%4.1%0.81%
Jul 202629.6%24.4%29.6%6%6%4%0.51%
Aug 202632.7%26.7%21.9%6.6%8%3.6%0.46%
Sep 202634.4%28%23%5.6%4.6%3.8%0.61%

  1. 1.Brooklinen

    34.4%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Cozy Earth

    28%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share +1.3 points.

  3. 3.Boll & Branch

    23%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.Quince

    5.6%

    Moved from 5th to 4th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.9 points.

  5. 5.Parachute

    4.6%

    Moved from 4th to 5th. 18.1K estimated branded searches, -45.3% vs prior month. Share -3.4 points.

  6. 6.Bedsure

    3.8%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Ettitude

    0.61%

    Held 7th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.

Compare popularity between Parachute and its closest rivals

Every comparison with Parachute

6 comparisons

How has branded search demand for Parachute changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Parachute in the United States rose from 14.8K to 18.1K.
  • Across the 12 months ending September 2026, Parachute’s share of searches among bedding brands in the United States increased from 3.6% to 4.6%.
  • Across the 12 months ending September 2026, Parachute’s share of searches among bedding brands in the United States peaked at 8% in August 2026 and was lowest at 2.2% in December 2025.

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

5 changes

  1. In September 2026, Brooklinen gained share of searches among bedding brands in the United States, from 32.7% to 34.4%.

  2. In September 2026, Cozy Earth gained share of searches among bedding brands in the United States, from 26.7% to 28%.

  3. In September 2026, Boll & Branch gained share of searches among bedding brands in the United States, from 21.9% to 23%.

  4. In September 2026, Parachute lost share of searches among bedding brands in the United States, from 8% to 4.6%.

  5. In September 2026, Quince lost share of searches among bedding brands in the United States, from 6.6% to 5.6%.

How are Parachute’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Parachute’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • parachute bedding

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How the Brand Demand Index is measured

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