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 56.3% estimated Share of Search among paper towel brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Kirkland Signature56.3%
  2. Bounty31%
  3. Brawny9.3%
  4. Scott3.4%
  5. Plenty0.13%
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Which paper towel brands compete with Kirkland Signature?

Kirkland Signature against paper towel brands worldwide, by month

Share of Search by month for Kirkland Signature, Bounty, Brawny, Scott. The figures are in the table below the chart.

View monthly share of search table
MonthKirkland SignatureBountyBrawnyScottPlenty
Oct 202542%34.4%18.8%4.6%0.18%
Nov 202558.7%26.4%11.8%2.9%0.14%
Dec 202558.7%26.4%11.9%2.9%0.11%
Jan 202645.2%37%13.6%4%0.16%
Feb 202649.8%33.3%12.2%4.4%0.18%
Mar 202663.2%23.2%10.4%3.1%0.12%
Apr 202644.8%36.7%13.4%4.9%0.24%
May 202645.2%37%13.5%4%0.16%
Jun 202642.8%42.8%10.5%3.8%0.15%
Jul 202637%45.2%13.5%4%0.24%
Aug 202656.3%31%9.3%3.4%0.13%
Sep 2026—————

  1. 1.Kirkland Signature

    56.3%

    Moved from 2nd to 1st. 110K estimated branded searches, +122.2% vs prior month. Share +19.3 points.

  2. 2.Bounty

    31%

    Moved from 1st to 2nd. 60.5K estimated branded searches, 0% vs prior month. Share -14.3 points.

  3. 3.Brawny

    9.3%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share -4.3 points.

  4. 4.Scott

    3.4%

    Held 4th. 6.6K estimated branded searches, +22.2% vs prior month. Share -0.7 points.

  5. 5.Plenty

    0.13%

    Held 5th. 260 estimated branded searches, -18.8% vs prior month. Share -0.1 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 paper towel brands worldwide increased from 42% to 56.3%.
  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among paper towel brands worldwide peaked at 63.2% in March 2026 and was lowest at 37% in July 2026.

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

  1. In August 2026, Kirkland Signature overtook Bounty to take the highest estimated Share of Search among paper towel brands worldwide, at 56.3%.

  2. In August 2026, Bounty lost estimated Share of Search among paper towel brands worldwide, from 45.2% to 31%.

  3. In August 2026, Brawny lost estimated Share of Search among paper towel brands worldwide, from 13.5% to 9.3%.

  4. In August 2026, Scott lost estimated Share of Search among paper towel brands worldwide, from 4% to 3.4%.

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%Show ranking
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%Shown above
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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