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 63% estimated Share of Search among toilet paper 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 Signature63%
  2. Charmin15.5%
  3. Cottonelle15.5%
  4. Andrex5.7%
  5. LC Scott0.27%
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Which toilet paper brands compete with Kirkland Signature?

Kirkland Signature against toilet paper brands worldwide, by month

Share of Search by month for Kirkland Signature, Charmin, Cottonelle, Andrex. The figures are in the table below the chart.

View monthly share of search table
MonthKirkland SignatureCharminCottonelleAndrexLC Scott
Oct 202548.6%26.6%17.8%6.5%0.43%
Nov 202565.6%16.2%13.2%4.8%0.23%
Dec 202565.6%16.2%13.2%4.8%0.1%
Jan 202654.2%19.9%19.9%5.9%0.09%
Feb 202657.9%17.4%17.4%6.3%0.94%
Mar 202669.7%14%11.5%4.2%0.62%
Apr 202651.8%23.2%19%5.7%0.33%
May 202649%22%22%6.6%0.52%
Jun 202651.8%19%23.2%5.6%0.4%
Jul 202648.4%21.7%21.7%7.9%0.27%
Aug 202663%15.5%15.5%5.7%0.27%
Sep 2026—————

  1. 1.Kirkland Signature

    63%

    Held 1st. 110K estimated branded searches, +122.2% vs prior month. Share +14.6 points.

  2. 2.Charmin

    15.5%

    Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -6.2 points.

  3. 3.Cottonelle

    15.5%

    Held 3rd. 27.1K estimated branded searches, +22.1% vs prior month. Share -6.2 points.

  4. 4.Andrex

    5.7%

    Held 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share -2.2 points.

  5. 5.LC Scott

    0.27%

    Held 5th. 470 estimated branded searches, +67.9% 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 toilet paper brands worldwide increased from 48.6% to 63%.
  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among toilet paper brands worldwide peaked at 69.7% in March 2026 and was lowest at 48.4% in July 2026.

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

  1. In August 2026, Kirkland Signature gained estimated Share of Search among toilet paper brands worldwide, from 48.4% to 63%.

  2. In August 2026, Charmin lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%.

  3. In August 2026, Cottonelle lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%.

  4. In August 2026, Andrex lost estimated Share of Search among toilet paper brands worldwide, from 7.9% to 5.7%.

  5. Estimated monthly branded searches for LC Scott worldwide fell 11.3% over 11 measured months, from 530 to 470 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
Napkin brands3rd of 61.1%Show ranking
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%Shown above

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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