Brandwave

Crumpets:Which brands are most popular in search?

In August 2026, Sainsbury's was the most searched among crumpets worldwide, with an estimated 9.1M branded searches and 80.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sainsbury's80.3%
  2. Waitrose10.7%
  3. Genius8.8%
  4. Warburtons0.11%
  5. Hovis0.05%
  6. Kingsmill0.03%

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Share of SearchLeaderboard

Compare the crumpets shoppers choose between. 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.

Share of Search among crumpets worldwide, by month

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

View monthly share of search table
MonthSainsbury'sWaitroseGeniusWarburtonsHovisKingsmill
Oct 202576.9%12.6%10.3%0.1%0.06%0.02%
Nov 202574.9%15%10%0.1%0.04%0.02%
Dec 202577.3%15.6%7%0.07%0.04%0.02%
Jan 202676.9%12.6%10.3%0.12%0.06%0.02%
Feb 202674.8%15%10%0.15%0.05%0.02%
Mar 202676.9%12.6%10.3%0.12%0.06%0.02%
Apr 202678.8%10.5%10.5%0.1%0.05%0.02%
May 202678.8%10.5%10.5%0.1%0.05%0.02%
Jun 202680.3%10.7%8.8%0.11%0.05%0.03%
Jul 202680.3%10.7%8.8%0.09%0.05%0.02%
Aug 202680.3%10.7%8.8%0.11%0.05%0.03%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Sainsbury's

    80.3%

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

  2. 2.Waitrose

    10.7%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Genius

    8.8%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Warburtons

    0.11%

    Held 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  5. 5.Hovis

    0.05%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Kingsmill

    0.03%

    Held 6th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among crumpets worldwide?

In August 2026, Sainsbury's was the most searched among crumpets worldwide, with an estimated 9.1M branded searches and 80.3% estimated Share of Search within this set. Waitrose is in 2nd place, 69.6 percentage points behind at 10.7% Share of Search.

Global crumpets, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Sainsbury's76.9% → 80.3%80.3%Jul 202674.8%Feb 20261st
Waitrose12.6% → 10.7%15.6%Dec 202510.5%Apr 20262nd
Genius10.3% → 8.8%10.5%Apr 20267%Dec 20253rd
Warburtons0.1% → 0.11%0.15%Feb 20260.07%Dec 20254th
Hovis0.06% → 0.05%0.06%Oct 20250.04%Dec 20255th
Kingsmill0.02% → 0.03%0.03%Jun 20260.02%Dec 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Sainsbury's’ estimated Share of Search among crumpets worldwide increased from 76.9% to 80.3%.
  • Across the 11 months ending August 2026, Waitrose’s estimated Share of Search among crumpets worldwide decreased from 12.6% to 10.7%.
  • Across the 11 months ending August 2026, Genius’ estimated Share of Search among crumpets worldwide decreased from 10.3% to 8.8%.
  • Across the 11 months ending August 2026, Sainsbury's’ estimated Share of Search among crumpets worldwide peaked at 80.3% in July 2026 and was lowest at 74.8% in February 2026.
  • Across the 11 months ending August 2026, Waitrose’s estimated Share of Search among crumpets worldwide peaked at 15.6% in December 2025 and was lowest at 10.5% in April 2026.
  • Across the 11 months ending August 2026, Genius’ estimated Share of Search among crumpets worldwide peaked at 10.5% in April 2026 and was lowest at 7% in December 2025.
  • Across the 11 months ending August 2026, Warburtons, Hovis and Kingsmill held steady: their estimated Share of Search among crumpets worldwide each moved less than 0.5 percentage points.

How did search popularity change for crumpets worldwide in August 2026?

  1. Estimated monthly branded searches for Waitrose worldwide fell 18.7% over 11 measured months, from 1.5M to 1.2M in August 2026.

  2. Estimated monthly branded searches for Hovis worldwide fell 18.2% over 11 measured months, from 6.6K to 5.4K in August 2026.

  3. Estimated monthly branded searches for Genius worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

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