---
title: "Bread brands: Which brands are most popular in search?"
description: "Compare the bread brands shoppers choose between. Share of Search among Sara Lee, Bimbo, Warburtons, Hovis, Kingsmill and Tip Top, the bread brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/bread-brands"
publisher: "Brandwave"
---

# Bread brands: Which brands are most popular in search?

Compare the bread brands shoppers choose between. Share of Search among Sara Lee, Bimbo, Warburtons, Hovis, Kingsmill and Tip Top, the bread brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Bread brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Sara Lee, 48.4%

## Which brand is most popular in search among bread brands worldwide?

- In August 2026, Sara Lee was the most searched among bread brands worldwide, with an estimated 40.5K branded searches and 48.4% estimated Share of Search within this set.
- Bimbo is in 2nd place, 21.9 percentage points behind at 26.5% Share of Search.
- Across the 11 months ending August 2026, Sara Lee’s estimated Share of Search among bread brands worldwide decreased from 55% to 48.4%.
- Across the 11 months ending August 2026, Bimbo’s estimated Share of Search among bread brands worldwide increased from 20.1% to 26.5%.
- Across the 11 months ending August 2026, Warburtons’ estimated Share of Search among bread brands worldwide increased from 13.4% to 14.5%.
- Across the 11 months ending August 2026, Hovis’ estimated Share of Search among bread brands worldwide decreased from 7.3% to 6.5%.
- Across the 11 months ending August 2026, Sara Lee’s estimated Share of Search among bread brands worldwide peaked at 60.9% in November 2025 and was lowest at 40.1% in July 2026.
- Across the 11 months ending August 2026, Bimbo’s estimated Share of Search among bread brands worldwide peaked at 32.8% in July 2026 and was lowest at 18.2% in November 2025.
- Across the 11 months ending August 2026, Warburtons’ estimated Share of Search among bread brands worldwide peaked at 18.5% in March 2026 and was lowest at 12.2% in November 2025.
- Across the 11 months ending August 2026, Hovis’ estimated Share of Search among bread brands worldwide peaked at 8.3% in March 2026 and was lowest at 5.4% in November 2025.
- Across the 11 months ending August 2026, Kingsmill’s estimated Share of Search among bread brands worldwide peaked at 4% in June 2026 and was lowest at 2.4% in November 2025.
- Across the 11 months ending August 2026, Kingsmill and Tip Top held steady: their estimated Share of Search among bread brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Sara Lee vs Bimbo: compare search popularity](/demand/global-en/compare/bimbo-vs-sara-lee): 48.4% against 26.5% Share of Search.
- [Sara Lee vs Warburtons: compare search popularity](/demand/global-en/compare/sara-lee-vs-warburtons): 48.4% against 14.5% Share of Search.
- [Sara Lee vs Hovis: compare search popularity](/demand/global-en/compare/hovis-vs-sara-lee): 48.4% against 6.5% Share of Search.
- [Sara Lee vs Kingsmill: compare search popularity](/demand/global-en/compare/kingsmill-vs-sara-lee): 48.4% against 3.5% Share of Search.
- [Bimbo vs Warburtons: compare search popularity](/demand/global-en/compare/bimbo-vs-warburtons): 26.5% against 14.5% Share of Search.
- [Bimbo vs Hovis: compare search popularity](/demand/global-en/compare/bimbo-vs-hovis): 26.5% against 6.5% Share of Search.
- [Bimbo vs Kingsmill: compare search popularity](/demand/global-en/compare/bimbo-vs-kingsmill): 26.5% against 3.5% Share of Search.
- [Warburtons vs Hovis: compare search popularity](/demand/global-en/compare/hovis-vs-warburtons): 14.5% against 6.5% Share of Search.
- [Warburtons vs Kingsmill: compare search popularity](/demand/global-en/compare/kingsmill-vs-warburtons): 14.5% against 3.5% Share of Search.
- [Hovis vs Kingsmill: compare search popularity](/demand/global-en/compare/hovis-vs-kingsmill): 6.5% against 3.5% Share of Search.

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

- In August 2026, Sara Lee gained estimated Share of Search among bread brands worldwide, from 40.1% to 48.4%.
- In August 2026, Bimbo lost estimated Share of Search among bread brands worldwide, from 32.8% to 26.5%.
- In August 2026, Hovis lost estimated Share of Search among bread brands worldwide, from 8% to 6.5%.
- Estimated monthly branded searches for Tip Top worldwide fell 33% over 11 measured months, from 880 to 590 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Sara Lee | 48.4% | 40.5K | +49.4% | Sara Lee |
| 2 | Bimbo | 26.5% | 22.2K | 0.0% | Bimbo |
| 3 | Warburtons | 14.5% | 12.1K | +22.2% | Warburtons |
| 4 | Hovis | 6.5% | 5.4K | 0.0% | Hovis |
| 5 | Kingsmill | 3.5% | 2.9K | +20.8% | Kingsmill |
| 6 | Tip Top | 0.7% | 590 | 0.0% | Tip Top |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sara Lee | 49.5K | 55% | 1 |
| Oct 2025 | Bimbo | 18.1K | 20.1% | 2 |
| Oct 2025 | Warburtons | 12.1K | 13.4% | 3 |
| Oct 2025 | Hovis | 6.6K | 7.3% | 4 |
| Oct 2025 | Kingsmill | 2.9K | 3.2% | 5 |
| Oct 2025 | Tip Top | 880 | 0.98% | 6 |
| Nov 2025 | Sara Lee | 60.5K | 60.9% | 1 |
| Nov 2025 | Bimbo | 18.1K | 18.2% | 2 |
| Nov 2025 | Warburtons | 12.1K | 12.2% | 3 |
| Nov 2025 | Hovis | 5.4K | 5.4% | 4 |
| Nov 2025 | Kingsmill | 2.4K | 2.4% | 5 |
| Nov 2025 | Tip Top | 880 | 0.89% | 6 |
| Dec 2025 | Sara Lee | 40.5K | 52.5% | 1 |
| Dec 2025 | Bimbo | 18.1K | 23.5% | 2 |
| Dec 2025 | Warburtons | 9.9K | 12.8% | 3 |
| Dec 2025 | Hovis | 5.4K | 7% | 4 |
| Dec 2025 | Kingsmill | 2.4K | 3.1% | 5 |
| Dec 2025 | Tip Top | 880 | 1.1% | 6 |
| Jan 2026 | Sara Lee | 40.5K | 48.3% | 1 |
| Jan 2026 | Bimbo | 18.1K | 21.6% | 2 |
| Jan 2026 | Warburtons | 14.8K | 17.7% | 3 |
| Jan 2026 | Hovis | 6.6K | 7.9% | 4 |
| Jan 2026 | Kingsmill | 2.9K | 3.5% | 5 |
| Jan 2026 | Tip Top | 880 | 1.1% | 6 |
| Feb 2026 | Sara Lee | 40.5K | 49.4% | 1 |
| Feb 2026 | Bimbo | 18.1K | 22.1% | 2 |
| Feb 2026 | Warburtons | 14.8K | 18.1% | 3 |
| Feb 2026 | Hovis | 5.4K | 6.6% | 4 |
| Feb 2026 | Kingsmill | 2.4K | 2.9% | 5 |
| Feb 2026 | Tip Top | 720 | 0.88% | 6 |
| Mar 2026 | Sara Lee | 33.1K | 41.4% | 1 |
| Mar 2026 | Bimbo | 22.2K | 27.8% | 2 |
| Mar 2026 | Warburtons | 14.8K | 18.5% | 3 |
| Mar 2026 | Hovis | 6.6K | 8.3% | 4 |
| Mar 2026 | Kingsmill | 2.4K | 3% | 5 |
| Mar 2026 | Tip Top | 880 | 1.1% | 6 |
| Apr 2026 | Sara Lee | 40.5K | 48.3% | 1 |
| Apr 2026 | Bimbo | 22.2K | 26.5% | 2 |
| Apr 2026 | Warburtons | 12.1K | 14.4% | 3 |
| Apr 2026 | Hovis | 5.4K | 6.4% | 4 |
| Apr 2026 | Kingsmill | 2.9K | 3.5% | 5 |
| Apr 2026 | Tip Top | 720 | 0.86% | 6 |
| May 2026 | Sara Lee | 33.1K | 43.4% | 1 |
| May 2026 | Bimbo | 22.2K | 29.1% | 2 |
| May 2026 | Warburtons | 12.1K | 15.9% | 3 |
| May 2026 | Hovis | 5.4K | 7.1% | 4 |
| May 2026 | Kingsmill | 2.9K | 3.8% | 5 |
| May 2026 | Tip Top | 590 | 0.77% | 6 |
| Jun 2026 | Sara Lee | 33.1K | 45.8% | 1 |
| Jun 2026 | Bimbo | 18.1K | 25% | 2 |
| Jun 2026 | Warburtons | 12.1K | 16.7% | 3 |
| Jun 2026 | Hovis | 5.4K | 7.5% | 4 |
| Jun 2026 | Kingsmill | 2.9K | 4% | 5 |
| Jun 2026 | Tip Top | 720 | 1% | 6 |
| Jul 2026 | Sara Lee | 27.1K | 40.1% | 1 |
| Jul 2026 | Bimbo | 22.2K | 32.8% | 2 |
| Jul 2026 | Warburtons | 9.9K | 14.6% | 3 |
| Jul 2026 | Hovis | 5.4K | 8% | 4 |
| Jul 2026 | Kingsmill | 2.4K | 3.6% | 5 |
| Jul 2026 | Tip Top | 590 | 0.87% | 6 |
| Aug 2026 | Sara Lee | 40.5K | 48.4% | 1 |
| Aug 2026 | Bimbo | 22.2K | 26.5% | 2 |
| Aug 2026 | Warburtons | 12.1K | 14.5% | 3 |
| Aug 2026 | Hovis | 5.4K | 6.5% | 4 |
| Aug 2026 | Kingsmill | 2.9K | 3.5% | 5 |
| Aug 2026 | Tip Top | 590 | 0.7% | 6 |
| Sep 2026 | Bimbo | — | — | — |
| Sep 2026 | Hovis | — | — | — |
| Sep 2026 | Kingsmill | — | — | — |
| Sep 2026 | Sara Lee | — | — | — |
| Sep 2026 | Tip Top | — | — | — |
| Sep 2026 | Warburtons | — | — | — |

## What is being compared

- **Bimbo**: Measured on the search term “bimbo bread”.
- **Hovis**: Measured on the search term “hovis bread”.
- **Kingsmill**: Measured on the search term “kingsmill bread”.
- **Sara Lee**: Measured on the search term “sara lee”.
- **Tip Top**: Measured on the search term “tip top nz”.
- **Warburtons**: Measured on the search term “warburtons bread”.

- [Bimbo](/demand/global-en/brands/bimbo)
- [Hovis](/demand/global-en/brands/hovis)
- [Kingsmill](/demand/global-en/brands/kingsmill)
- [Sara Lee](/demand/global-en/brands/sara-lee)
- [Tip Top](/demand/global-en/brands/tip-top)
- [Warburtons](/demand/global-en/brands/warburtons)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among bread brands worldwide?

In August 2026, Sara Lee was the most searched among bread brands worldwide, with an estimated 40.5K branded searches and 48.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Bread brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/bread-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/bread-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.