Brandwave

How popular isKingsmill in search?

In August 2026, there were an estimated 2.9K branded searches for Kingsmill worldwide which held steady over the last 11 months. Kingsmill holds 0.03% estimated Share of Search among crumpets worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sainsbury's80.3%
  2. Waitrose10.7%
  3. Genius8.8%
  4. Warburtons0.11%
  5. Hovis0.05%
  6. Kingsmill0.03%
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Where does Kingsmill compete?

Kingsmill is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Crumpets6th of 60.03%Shown below
Bread brands5th of 63.5%Show ranking

Which crumpets compete with Kingsmill?

Kingsmill against crumpets worldwide, by month

Share of Search by month for Sainsbury's, Waitrose, Genius, Kingsmill. The figures are in the table below the chart.

View monthly share of search table
MonthSainsbury'sWaitroseGeniusWarburtonsHovisKingsmill
Oct 202576.9%12.6%10.3%0.1%0.06%0.02%
Nov 202574.9%15%10%0.1%0.04%0.02%
Dec 202577.3%15.6%7%0.07%0.04%0.02%
Jan 202676.9%12.6%10.3%0.12%0.06%0.02%
Feb 202674.8%15%10%0.15%0.05%0.02%
Mar 202676.9%12.6%10.3%0.12%0.06%0.02%
Apr 202678.8%10.5%10.5%0.1%0.05%0.02%
May 202678.8%10.5%10.5%0.1%0.05%0.02%
Jun 202680.3%10.7%8.8%0.11%0.05%0.03%
Jul 202680.3%10.7%8.8%0.09%0.05%0.02%
Aug 202680.3%10.7%8.8%0.11%0.05%0.03%
Sep 2026——————

  1. 1.Sainsbury's

    80.3%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Waitrose

    10.7%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Genius

    8.8%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Warburtons

    0.11%

    Held 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  5. 5.Hovis

    0.05%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Kingsmill

    0.03%

    Held 6th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

Compare search popularity between Kingsmill and its closest rivals

How has branded search demand for Kingsmill changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Kingsmill worldwide held steady at 2.9K.
  • Across the 11 months ending August 2026, Kingsmill’s estimated Share of Search among crumpets worldwide held steady, from 0.02% to 0.03%.

How did search popularity change for crumpets worldwide in August 2026?

  1. Estimated monthly branded searches for Waitrose worldwide fell 18.7% over 11 measured months, from 1.5M to 1.2M in August 2026.

  2. Estimated monthly branded searches for Hovis worldwide fell 18.2% over 11 measured months, from 6.6K to 5.4K in August 2026.

  3. Estimated monthly branded searches for Genius worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

How is Kingsmill measured?

Brandwave collects information about searches that people make online using Kingsmill’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.

1 branded search term

  • kingsmill bread

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How the Brand Demand Index is measured

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