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 1.2% estimated Share of Search among napkin brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sainsbury's97.9%
  2. Kirkland Signature1.2%
  3. Georgia-Pacific0.53%
  4. Marcal0.35%
  5. Vanity Fair0.03%
  6. Plenty<0.01%
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Which napkin brands compete with Kirkland Signature?

Kirkland Signature against napkin brands worldwide, by month

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

View monthly share of search table
MonthSainsbury'sKirkland SignatureGeorgia-PacificMarcalVanity FairPlenty
Oct 202598.5%0.65%0.65%0.13%0.03%<0.01%
Nov 202598.1%1.2%0.53%0.11%0.03%<0.01%
Dec 202598.5%0.98%0.44%0.09%0.02%<0.01%
Jan 202698.4%0.8%0.65%0.11%0.02%<0.01%
Feb 202698.2%0.97%0.65%0.13%0.04%<0.01%
Mar 202697.9%1.4%0.53%0.11%0.03%<0.01%
Apr 202698.7%0.65%0.53%0.11%0.02%<0.01%
May 202698.7%0.65%0.53%0.11%0.03%<0.01%
Jun 202698.7%0.65%0.53%0.11%0.03%<0.01%
Jul 202698.8%0.54%0.54%0.11%0.03%<0.01%
Aug 202697.9%1.2%0.53%0.35%0.03%<0.01%
Sep 2026——————

  1. 1.Sainsbury's

    97.9%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share -0.9 points.

  2. 2.Kirkland Signature

    1.2%

    Moved from 3rd to 2nd. 110K estimated branded searches, +122.2% vs prior month. Share +0.6 points.

  3. 3.Georgia-Pacific

    0.53%

    Moved from 2nd to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Marcal

    0.35%

    Held 4th. 33.1K estimated branded searches, +234.3% vs prior month. Share +0.2 points.

  5. 5.Vanity Fair

    0.03%

    Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share 0 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

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 0.65% to 1.2%.
  • Across the 11 months ending August 2026, Kirkland Signature rose from 3rd to 2nd 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 2nd among napkin brands worldwide, at 1.2%.

  2. In August 2026, Sainsbury's lost estimated Share of Search among napkin brands worldwide, from 98.8% to 97.9%.

  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.

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
Baking paper brands2nd of 61.2%Show ranking
Napkin brands2nd of 61.2%Shown above
Bin liner brands2nd of 612.3%Show ranking
Food wrap brands3rd of 619.6%Show ranking
Tissue brands2nd of 536.9%Show ranking
Aluminium foil brands1st of 645.5%Show ranking
Paper towel brands1st of 556.3%Show ranking
Toilet paper brands1st of 563.1%Show ranking
Nuts1st of 669.6%Show ranking

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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