---
title: "Napkin brands: Which brands are most popular in search?"
description: "Compare the napkin brands people buy. Share of Search among Sainsbury's, Kirkland Signature, Georgia-Pacific, Marcal, Vanity Fair and Plenty, the napkin 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/napkin-brands"
publisher: "Brandwave"
---

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

Compare the napkin brands people buy. Share of Search among Sainsbury's, Kirkland Signature, Georgia-Pacific, Marcal, Vanity Fair and Plenty, the napkin 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**: Napkin brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Sainsbury's, 97.9%

## 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.
- 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?

- In August 2026, Kirkland Signature overtook Georgia-Pacific to rank 2nd among napkin brands worldwide, at 1.2%.
- In August 2026, Sainsbury's lost estimated Share of Search among napkin brands worldwide, from 98.8% to 97.9%.
- Estimated monthly branded searches for Marcal worldwide rose 173.6% over 11 measured months, from 12.1K to 33.1K in August 2026.
- Estimated monthly branded searches for Georgia-Pacific worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Sainsbury's | 97.9% | 9.1M | 0.0% | Sainsbury's |
| 2 | Kirkland Signature | 1.2% | 110K | +122.2% | Kirkland Signature |
| 3 | Georgia-Pacific | 0.53% | 49.5K | 0.0% | Georgia-Pacific |
| 4 | Marcal | 0.35% | 33.1K | +234.3% | Marcal |
| 5 | Vanity Fair | 0.03% | 2.4K | 0.0% | Vanity Fair |
| 6 | Plenty | <0.01% | 260 | -18.8% | Plenty |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sainsbury's | 9.1M | 98.5% | 1 |
| Oct 2025 | Georgia-Pacific | 60.5K | 0.65% | 2 |
| Oct 2025 | Kirkland Signature | 60.5K | 0.65% | 3 |
| Oct 2025 | Marcal | 12.1K | 0.13% | 4 |
| Oct 2025 | Vanity Fair | 2.4K | 0.03% | 5 |
| Oct 2025 | Plenty | 260 | <0.01% | 6 |
| Nov 2025 | Sainsbury's | 9.1M | 98.1% | 1 |
| Nov 2025 | Kirkland Signature | 110K | 1.2% | 2 |
| Nov 2025 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| Nov 2025 | Marcal | 9.9K | 0.11% | 4 |
| Nov 2025 | Vanity Fair | 2.9K | 0.03% | 5 |
| Nov 2025 | Plenty | 260 | <0.01% | 6 |
| Dec 2025 | Sainsbury's | 11.1M | 98.5% | 1 |
| Dec 2025 | Kirkland Signature | 110K | 0.98% | 2 |
| Dec 2025 | Georgia-Pacific | 49.5K | 0.44% | 3 |
| Dec 2025 | Marcal | 9.9K | 0.09% | 4 |
| Dec 2025 | Vanity Fair | 2.4K | 0.02% | 5 |
| Dec 2025 | Plenty | 210 | <0.01% | 6 |
| Jan 2026 | Sainsbury's | 9.1M | 98.4% | 1 |
| Jan 2026 | Kirkland Signature | 74K | 0.8% | 2 |
| Jan 2026 | Georgia-Pacific | 60.5K | 0.65% | 3 |
| Jan 2026 | Marcal | 9.9K | 0.11% | 4 |
| Jan 2026 | Vanity Fair | 1.9K | 0.02% | 5 |
| Jan 2026 | Plenty | 260 | <0.01% | 6 |
| Feb 2026 | Sainsbury's | 7.5M | 98.2% | 1 |
| Feb 2026 | Kirkland Signature | 74K | 0.97% | 2 |
| Feb 2026 | Georgia-Pacific | 49.5K | 0.65% | 3 |
| Feb 2026 | Marcal | 9.9K | 0.13% | 4 |
| Feb 2026 | Vanity Fair | 2.9K | 0.04% | 5 |
| Feb 2026 | Plenty | 260 | <0.01% | 6 |
| Mar 2026 | Sainsbury's | 9.1M | 97.9% | 1 |
| Mar 2026 | Kirkland Signature | 135K | 1.4% | 2 |
| Mar 2026 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| Mar 2026 | Marcal | 9.9K | 0.11% | 4 |
| Mar 2026 | Vanity Fair | 2.9K | 0.03% | 5 |
| Mar 2026 | Plenty | 260 | <0.01% | 6 |
| Apr 2026 | Sainsbury's | 9.1M | 98.7% | 1 |
| Apr 2026 | Kirkland Signature | 60.5K | 0.65% | 2 |
| Apr 2026 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| Apr 2026 | Marcal | 9.9K | 0.11% | 4 |
| Apr 2026 | Vanity Fair | 1.9K | 0.02% | 5 |
| Apr 2026 | Plenty | 320 | <0.01% | 6 |
| May 2026 | Sainsbury's | 9.1M | 98.7% | 1 |
| May 2026 | Kirkland Signature | 60.5K | 0.65% | 2 |
| May 2026 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| May 2026 | Marcal | 9.9K | 0.11% | 4 |
| May 2026 | Vanity Fair | 2.9K | 0.03% | 5 |
| May 2026 | Plenty | 210 | <0.01% | 6 |
| Jun 2026 | Sainsbury's | 9.1M | 98.7% | 1 |
| Jun 2026 | Kirkland Signature | 60.5K | 0.65% | 2 |
| Jun 2026 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| Jun 2026 | Marcal | 9.9K | 0.11% | 4 |
| Jun 2026 | Vanity Fair | 2.9K | 0.03% | 5 |
| Jun 2026 | Plenty | 210 | <0.01% | 6 |
| Jul 2026 | Sainsbury's | 9.1M | 98.8% | 1 |
| Jul 2026 | Georgia-Pacific | 49.5K | 0.54% | 2 |
| Jul 2026 | Kirkland Signature | 49.5K | 0.54% | 3 |
| Jul 2026 | Marcal | 9.9K | 0.11% | 4 |
| Jul 2026 | Vanity Fair | 2.4K | 0.03% | 5 |
| Jul 2026 | Plenty | 320 | <0.01% | 6 |
| Aug 2026 | Sainsbury's | 9.1M | 97.9% | 1 |
| Aug 2026 | Kirkland Signature | 110K | 1.2% | 2 |
| Aug 2026 | Georgia-Pacific | 49.5K | 0.53% | 3 |
| Aug 2026 | Marcal | 33.1K | 0.35% | 4 |
| Aug 2026 | Vanity Fair | 2.4K | 0.03% | 5 |
| Aug 2026 | Plenty | 260 | <0.01% | 6 |
| Sep 2026 | Georgia-Pacific | — | — | — |
| Sep 2026 | Kirkland Signature | — | — | — |
| Sep 2026 | Marcal | — | — | — |
| Sep 2026 | Plenty | — | — | — |
| Sep 2026 | Sainsbury's | — | — | — |
| Sep 2026 | Vanity Fair | — | — | — |

## What is being compared

- **Georgia-Pacific**: Measured on the search term “georgia pacific”.
- **Kirkland Signature**: Measured on the search term “kirkland signature”.
- **Marcal**: Measured on the search term “marcal”.
- **Plenty**: Measured on the search term “plenty kitchen towels”.
- **Sainsbury's**: Measured on the search term “sainsburys”.
- **Vanity Fair**: Measured on the search term “vanity fair napkins”.

- [Georgia-Pacific](/demand/global-en/brands/georgia-pacific)
- [Kirkland Signature](/demand/global-en/brands/kirkland-signature)
- [Marcal](/demand/global-en/brands/marcal)
- [Plenty](/demand/global-en/brands/plenty-towels)
- [Sainsbury's](/demand/global-en/brands/sainsbury-s)
- [Vanity Fair](/demand/global-en/brands/vanity-fair)

## 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 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. These are worldwide searches for English-language branded terms.

## Cite this page

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

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