Brandwave

How popular isKirkland Signature in search?

In August 2026, there were an estimated 110K branded searches for Kirkland Signature worldwide which is up 81.8% over the last 11 months. Kirkland Signature holds 1.1% estimated Share of Search among napkin brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sainsbury's93.4%
  2. Vanity Fair4.6%
  3. Kirkland Signature1.1%
  4. Georgia-Pacific0.51%
  5. Marcal0.34%
  6. Plenty<0.01%
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Where does Kirkland Signature compete?

Kirkland Signature is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Napkin brands3rd of 61.1%Shown below
Baking paper brands2nd of 61.2%Show ranking
Bin liner brands2nd of 612.3%Show ranking
Food wrap brands3rd of 619.6%Show ranking
Nuts2nd of 620.9%Show ranking
Tissue brands2nd of 536.9%Show ranking
Aluminium foil brands1st of 645.1%Show ranking
Paper towel brands1st of 556.3%Show ranking
Toilet paper brands1st of 563%Show ranking

Which napkin brands compete with Kirkland Signature?

Kirkland Signature against napkin brands worldwide, by month

Share of Search by month for Sainsbury's, Vanity Fair, Kirkland Signature. The figures are in the table below the chart.

View monthly share of search table
MonthSainsbury'sVanity FairKirkland SignatureGeorgia-PacificMarcalPlenty
Oct 202593%5.6%0.62%0.62%0.12%<0.01%
Nov 202592.7%5.6%1.1%0.5%0.1%<0.01%
Dec 202588.9%9.8%0.88%0.4%0.08%<0.01%
Jan 202692.9%5.6%0.75%0.62%0.1%<0.01%
Feb 202691.6%6.8%0.91%0.61%0.12%<0.01%
Mar 202691.3%6.8%1.3%0.49%0.1%<0.01%
Apr 202693.2%5.6%0.62%0.5%0.1%<0.01%
May 202693.1%5.6%0.62%0.5%0.1%<0.01%
Jun 202693.1%5.6%0.62%0.5%0.1%<0.01%
Jul 202694.2%4.7%0.51%0.51%0.1%<0.01%
Aug 202693.4%4.6%1.1%0.51%0.34%<0.01%
Sep 2026——————

  1. 1.Sainsbury's

    93.4%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share -0.8 points.

  2. 2.Vanity Fair

    4.6%

    Held 2nd. 452K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Kirkland Signature

    1.1%

    Moved from 4th to 3rd. 110K estimated branded searches, +122.2% vs prior month. Share +0.6 points.

  4. 4.Georgia-Pacific

    0.51%

    Moved from 3rd to 4th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Marcal

    0.34%

    Held 5th. 33.1K estimated branded searches, +234.3% vs prior month. Share +0.2 points.

  6. 6.Plenty

    <0.01%

    Held 6th. 260 estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare search popularity between Kirkland Signature and its closest rivals

Every comparison with Kirkland Signature

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Kirkland Signature worldwide rose from 60.5K to 110K.
  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among napkin brands worldwide increased from 0.62% to 1.1%.
  • Across the 11 months ending August 2026, Kirkland Signature rose from 4th to 3rd among napkin brands worldwide.

How did search popularity change for napkin brands worldwide in August 2026?

  1. In August 2026, Kirkland Signature overtook Georgia-Pacific to rank 3rd among napkin brands worldwide, at 1.1%.

  2. In August 2026, Sainsbury's lost estimated Share of Search among napkin brands worldwide, from 94.2% to 93.4%.

  3. Estimated monthly branded searches for Marcal worldwide rose 173.6% over 11 measured months, from 12.1K to 33.1K in August 2026.

  4. Estimated monthly branded searches for Georgia-Pacific worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

  5. Estimated monthly branded searches for Vanity Fair worldwide fell 18.1% over 11 measured months, from 552K to 452K in August 2026.

How is Kirkland Signature measured?

Brandwave collects information about searches that people make online using Kirkland Signature’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

  • kirkland signature

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How the Brand Demand Index is measured

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