---
title: "Paper towel brands: Which are searched most?"
description: "Compare the paper towel brands people buy. Share of Search among Kirkland Signature, Bounty, Brawny, Scott and Plenty, the paper towel 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/paper-towel-brands"
publisher: "Brandwave"
---

# Paper towel brands: Which are searched most?

Compare the paper towel brands people buy. Share of Search among Kirkland Signature, Bounty, Brawny, Scott and Plenty, the paper towel 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**: Paper towel brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kirkland Signature, 56.3%

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

- In August 2026, Kirkland Signature was the most searched among paper towel brands worldwide, with an estimated 110K branded searches and 56.3% estimated Share of Search within this set.
- Bounty is in 2nd place, 25.3 percentage points behind at 31% Share of Search.
- Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among paper towel brands worldwide increased from 42% to 56.3%.
- Across the 11 months ending August 2026, Bounty’s estimated Share of Search among paper towel brands worldwide decreased from 34.4% to 31%.
- Across the 11 months ending August 2026, Brawny’s estimated Share of Search among paper towel brands worldwide decreased from 18.8% to 9.3%.
- Across the 11 months ending August 2026, Scott’s estimated Share of Search among paper towel brands worldwide decreased from 4.6% to 3.4%.
- Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among paper towel brands worldwide peaked at 63.2% in March 2026 and was lowest at 37% in July 2026.
- Across the 11 months ending August 2026, Bounty’s estimated Share of Search among paper towel brands worldwide peaked at 45.2% in July 2026 and was lowest at 23.2% in March 2026.
- Across the 11 months ending August 2026, Scott’s estimated Share of Search among paper towel brands worldwide peaked at 4.9% in April 2026 and was lowest at 2.9% in November 2025.
- Across the 11 months ending August 2026, Plenty held steady: its estimated Share of Search among paper towel brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Kirkland Signature vs Bounty: compare search popularity](/demand/global-en/compare/bounty-vs-kirkland-signature): 56.3% against 31% Share of Search.
- [Kirkland Signature vs Brawny: compare search popularity](/demand/global-en/compare/brawny-vs-kirkland-signature): 56.3% against 9.3% Share of Search.
- [Kirkland Signature vs Scott: compare search popularity](/demand/global-en/compare/kirkland-signature-vs-scott): 56.3% against 3.4% Share of Search.
- [Bounty vs Brawny: compare search popularity](/demand/global-en/compare/bounty-vs-brawny): 31% against 9.3% Share of Search.
- [Bounty vs Scott: compare search popularity](/demand/global-en/compare/bounty-vs-scott): 31% against 3.4% Share of Search.
- [Brawny vs Scott: compare search popularity](/demand/global-en/compare/brawny-vs-scott): 9.3% against 3.4% Share of Search.

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

- In August 2026, Kirkland Signature overtook Bounty to take the highest estimated Share of Search among paper towel brands worldwide, at 56.3%.
- In August 2026, Bounty lost estimated Share of Search among paper towel brands worldwide, from 45.2% to 31%.
- In August 2026, Brawny lost estimated Share of Search among paper towel brands worldwide, from 13.5% to 9.3%.
- In August 2026, Scott lost estimated Share of Search among paper towel brands worldwide, from 4% to 3.4%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kirkland Signature | 56.3% | 110K | +122.2% | Kirkland Signature |
| 2 | Bounty | 31% | 60.5K | 0.0% | Bounty |
| 3 | Brawny | 9.3% | 18.1K | 0.0% | Brawny |
| 4 | Scott | 3.4% | 6.6K | +22.2% | Scott |
| 5 | Plenty | 0.13% | 260 | -18.8% | Plenty |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kirkland Signature | 60.5K | 42% | 1 |
| Oct 2025 | Bounty | 49.5K | 34.4% | 2 |
| Oct 2025 | Brawny | 27.1K | 18.8% | 3 |
| Oct 2025 | Scott | 6.6K | 4.6% | 4 |
| Oct 2025 | Plenty | 260 | 0.18% | 5 |
| Nov 2025 | Kirkland Signature | 110K | 58.7% | 1 |
| Nov 2025 | Bounty | 49.5K | 26.4% | 2 |
| Nov 2025 | Brawny | 22.2K | 11.8% | 3 |
| Nov 2025 | Scott | 5.4K | 2.9% | 4 |
| Nov 2025 | Plenty | 260 | 0.14% | 5 |
| Dec 2025 | Kirkland Signature | 110K | 58.7% | 1 |
| Dec 2025 | Bounty | 49.5K | 26.4% | 2 |
| Dec 2025 | Brawny | 22.2K | 11.9% | 3 |
| Dec 2025 | Scott | 5.4K | 2.9% | 4 |
| Dec 2025 | Plenty | 210 | 0.11% | 5 |
| Jan 2026 | Kirkland Signature | 74K | 45.2% | 1 |
| Jan 2026 | Bounty | 60.5K | 37% | 2 |
| Jan 2026 | Brawny | 22.2K | 13.6% | 3 |
| Jan 2026 | Scott | 6.6K | 4% | 4 |
| Jan 2026 | Plenty | 260 | 0.16% | 5 |
| Feb 2026 | Kirkland Signature | 74K | 49.8% | 1 |
| Feb 2026 | Bounty | 49.5K | 33.3% | 2 |
| Feb 2026 | Brawny | 18.1K | 12.2% | 3 |
| Feb 2026 | Scott | 6.6K | 4.4% | 4 |
| Feb 2026 | Plenty | 260 | 0.18% | 5 |
| Mar 2026 | Kirkland Signature | 135K | 63.2% | 1 |
| Mar 2026 | Bounty | 49.5K | 23.2% | 2 |
| Mar 2026 | Brawny | 22.2K | 10.4% | 3 |
| Mar 2026 | Scott | 6.6K | 3.1% | 4 |
| Mar 2026 | Plenty | 260 | 0.12% | 5 |
| Apr 2026 | Kirkland Signature | 60.5K | 44.8% | 1 |
| Apr 2026 | Bounty | 49.5K | 36.7% | 2 |
| Apr 2026 | Brawny | 18.1K | 13.4% | 3 |
| Apr 2026 | Scott | 6.6K | 4.9% | 4 |
| Apr 2026 | Plenty | 320 | 0.24% | 5 |
| May 2026 | Kirkland Signature | 60.5K | 45.2% | 1 |
| May 2026 | Bounty | 49.5K | 37% | 2 |
| May 2026 | Brawny | 18.1K | 13.5% | 3 |
| May 2026 | Scott | 5.4K | 4% | 4 |
| May 2026 | Plenty | 210 | 0.16% | 5 |
| Jun 2026 | Bounty | 60.5K | 42.8% | 1 |
| Jun 2026 | Kirkland Signature | 60.5K | 42.8% | 2 |
| Jun 2026 | Brawny | 14.8K | 10.5% | 3 |
| Jun 2026 | Scott | 5.4K | 3.8% | 4 |
| Jun 2026 | Plenty | 210 | 0.15% | 5 |
| Jul 2026 | Bounty | 60.5K | 45.2% | 1 |
| Jul 2026 | Kirkland Signature | 49.5K | 37% | 2 |
| Jul 2026 | Brawny | 18.1K | 13.5% | 3 |
| Jul 2026 | Scott | 5.4K | 4% | 4 |
| Jul 2026 | Plenty | 320 | 0.24% | 5 |
| Aug 2026 | Kirkland Signature | 110K | 56.3% | 1 |
| Aug 2026 | Bounty | 60.5K | 31% | 2 |
| Aug 2026 | Brawny | 18.1K | 9.3% | 3 |
| Aug 2026 | Scott | 6.6K | 3.4% | 4 |
| Aug 2026 | Plenty | 260 | 0.13% | 5 |
| Sep 2026 | Bounty | — | — | — |
| Sep 2026 | Brawny | — | — | — |
| Sep 2026 | Kirkland Signature | — | — | — |
| Sep 2026 | Plenty | — | — | — |
| Sep 2026 | Scott | — | — | — |

## What is being compared

- **Bounty**: Measured on the search term “bounty paper towels”.
- **Brawny**: Measured on the search term “brawny”.
- **Kirkland Signature**: Measured on the search term “kirkland signature”.
- **Plenty**: Measured on the search term “plenty kitchen towels”.
- **Scott**: Measured on the search term “scott paper towels”.

- [Bounty](/demand/global-en/brands/bounty)
- [Brawny](/demand/global-en/brands/brawny)
- [Kirkland Signature](/demand/global-en/brands/kirkland-signature)
- [Plenty](/demand/global-en/brands/plenty-towels)
- [Scott](/demand/global-en/brands/scott)

## 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 paper towel brands worldwide?

In August 2026, Kirkland Signature was the most searched among paper towel brands worldwide, with an estimated 110K branded searches and 56.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Paper towel brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/paper-towel-brands

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