Kirkland Signature vs Sainsbury's:Which is more popular by branded search?
In August 2026, Sainsbury's had more branded searches than Kirkland Signature among napkin brands worldwide. Sainsbury's was estimated to have 9.1M branded searches compared to Kirkland Signature’s 110K, and held a 97.9% Share of Search versus Kirkland Signature’s 1.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kirkland Signature or Sainsbury's?
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 by month for Sainsbury's, Kirkland Signature. The figures are in the table below the chart.
View monthly share of search table
| Month | Sainsbury's | Kirkland Signature | Georgia-Pacific | Marcal | Vanity Fair | Plenty |
|---|---|---|---|---|---|---|
| Oct 2025 | 98.5% | 0.65% | 0.65% | 0.13% | 0.03% | <0.01% |
| Nov 2025 | 98.1% | 1.2% | 0.53% | 0.11% | 0.03% | <0.01% |
| Dec 2025 | 98.5% | 0.98% | 0.44% | 0.09% | 0.02% | <0.01% |
| Jan 2026 | 98.4% | 0.8% | 0.65% | 0.11% | 0.02% | <0.01% |
| Feb 2026 | 98.2% | 0.97% | 0.65% | 0.13% | 0.04% | <0.01% |
| Mar 2026 | 97.9% | 1.4% | 0.53% | 0.11% | 0.03% | <0.01% |
| Apr 2026 | 98.7% | 0.65% | 0.53% | 0.11% | 0.02% | <0.01% |
| May 2026 | 98.7% | 0.65% | 0.53% | 0.11% | 0.03% | <0.01% |
| Jun 2026 | 98.7% | 0.65% | 0.53% | 0.11% | 0.03% | <0.01% |
| Jul 2026 | 98.8% | 0.54% | 0.54% | 0.11% | 0.03% | <0.01% |
| Aug 2026 | 97.9% | 1.2% | 0.53% | 0.35% | 0.03% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the Kirkland Signature and Sainsbury's comparison changed over the last 12 months?
3 findings
- Sainsbury's was ahead of Kirkland Signature in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among napkin brands worldwide moved from 0.65% to 1.2%, and its estimated monthly branded searches moved from 60.5K to 110K.
- Across the 11 months ending August 2026, Sainsbury's’ estimated Share of Search among napkin brands worldwide moved from 98.5% to 97.9%, and its estimated monthly branded searches held steady at 9.1M.
How did search popularity change for napkin brands worldwide in August 2026?
2 changes
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%.
How each brand is measured
Brandwave collects information about searches that people make online using Kirkland Signature’s and Sainsbury's’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Kirkland Signature
1 branded search term
- kirkland signature
Sainsbury's
1 branded search term
- sainsburys
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