Brandwave

Bounty vs Kirkland Signature:Which is more popular?

In September 2026, Kirkland Signature had more branded searches than Bounty among paper towel brands worldwide. Kirkland Signature had about 135,000 branded searches, while Bounty had 40,500. Kirkland Signature made up 59.5% of all paper towel brand searches we track, and Bounty accounted for 17.9%. When we asked ChatGPT and Google AI Overviews about paper towel brands, Bounty appeared in all five answers and Kirkland Signature in four. Bounty was mentioned before Kirkland Signature in every answer.

Among paper towel brands worldwide in September 2026

Who do people search for more?

Kirkland Signature, about 3 searches for every 1 for Bounty

Kirkland Signature 135K searchesBounty 40.5K searches

Who does AI mention more?

Bounty, mentioned in every answer we collected

Bounty in 5 of 5Kirkland Signature in 4 of 5

Who does AI recommend more?

Bounty, named ahead of Kirkland Signature in every answer

Bounty first in 5Kirkland Signature never first

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Top paper towel brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bounty appeared in all five answers. Kirkland Signature was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bounty was listed before Kirkland Signature in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bounty1st
  2. Brawny2nd
  3. Viva3rd
  4. Kirkland Signature4th
  5. Scott5th
  6. Plenty–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bounty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kirkland Signature4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brawny4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Viva4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Scott2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Plenty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about paper towel brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Bounty or Kirkland Signature more popular in search?

This chart shows how often people search Google for Bounty and Kirkland Signature by name. Each line represents a brand's share of searches for all six paper towel brands we track, month by month, from English-language searches worldwide.

Bounty and Kirkland Signature among paper towel brands worldwide, by month

Share of searches by month for Kirkland Signature, Bounty. The figures are in the table below the chart.

View monthly share of searches table
MonthKirkland SignatureBountyBrawnyVivaScottPlenty
Oct 202537.3%30.5%16.7%11.2%4.1%0.16%
Nov 202554.4%24.5%11%7.3%2.7%0.13%
Dec 202554.4%24.5%11%7.3%2.7%0.1%
Jan 202640.7%33.3%12.2%10%3.6%0.14%
Feb 202645.3%30.3%11.1%9.1%4%0.16%
Mar 202659.1%21.7%9.7%6.5%2.9%0.11%
Apr 202640.4%33%12.1%9.9%4.4%0.21%
May 202640.7%33.3%12.2%10%3.6%0.14%
Jun 202638.7%38.7%9.5%9.5%3.5%0.13%
Jul 202632.6%39.8%11.9%11.9%3.6%0.21%
Aug 202650.5%27.8%8.3%10.2%3%0.12%
Sep 202659.5%17.9%9.8%9.8%2.9%0.11%

How has the Bounty and Kirkland Signature comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Bounty took it in July 2026, Kirkland Signature took it in August 2026.
  • Across the 12 months ending September 2026, Bounty’s share of searches among paper towel brands worldwide moved from 30.5% to 17.9%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
  • Across the 12 months ending September 2026, Kirkland Signature’s share of searches among paper towel brands worldwide moved from 37.3% to 59.5%, and its estimated monthly branded searches moved from 60.5K to 135K.

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

2 changes

  1. In September 2026, Kirkland Signature gained share of searches among paper towel brands worldwide, from 50.5% to 59.5%.

  2. In September 2026, Bounty lost share of searches among paper towel brands worldwide, from 27.8% to 17.9%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bounty’s and Kirkland Signature’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.

Bounty

1 branded search term

  • bounty paper towels

Kirkland Signature

1 branded search term

  • kirkland signature

How the Brand Demand Index is measured

Other head-to-heads among paper towel brands

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