Brandwave

Napkin brands:Which brands are most popular in search?

In August 2026, Sainsbury's was the most searched among napkin brands worldwide, with an estimated 9.1M branded searches and 97.9% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the napkin brands people buy. 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 napkin brands worldwide, by month

Share of Search by month for Sainsbury's. 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among napkin brands worldwide?

In August 2026, Sainsbury's was the most searched among napkin brands worldwide, with an estimated 9.1M branded searches and 97.9% estimated Share of Search within this set. Kirkland Signature is in 2nd place, 96.7 percentage points behind at 1.2% Share of Search.

Global napkin brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Sainsbury's98.5% → 97.9%98.8%Jul 202697.9%Mar 20261st
Kirkland Signature0.65% → 1.2%1.4%Mar 20260.54%Jul 20263rd → 2nd
Georgia-Pacific0.65% → 0.53%0.65%Oct 20250.44%Dec 20252nd → 3rd
Marcal0.13% → 0.35%0.35%Aug 20260.09%Dec 20254th
Vanity Fair0.03%0.04%Feb 20260.02%Jan 20265th
Plenty<0.01%<0.01%Jul 2026<0.01%Dec 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Sainsbury's’ estimated Share of Search among napkin brands worldwide decreased from 98.5% to 97.9%.
  • 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.
  • Across the 11 months ending August 2026, Georgia-Pacific fell from 2nd to 3rd among napkin brands worldwide.
  • Across the 11 months ending August 2026, Marcal, Vanity Fair and Plenty held steady: their estimated Share of Search among napkin brands worldwide each moved less than 0.5 percentage points.

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.

How the Brand Demand Index is measured

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