Brandwave

Brawny vs Kirkland Signature:Which is more popular?

In September 2026, Kirkland Signature had more branded searches than Brawny among paper towel brands worldwide. Kirkland Signature had about 135,000 branded searches, while Brawny had 22,200. Kirkland Signature made up 59.5% of all paper towel brand searches we track, and Brawny accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about paper towel brands, Brawny and Kirkland Signature each appeared in four of the five answers. Brawny was mentioned before Kirkland Signature in three out of four answers that named either.

Among paper towel brands worldwide in September 2026

Who do people search for more?

Kirkland Signature, about 6 searches for every 1 for Brawny

Kirkland Signature 135K searchesBrawny 22.2K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Brawny in 4 of 5Kirkland Signature in 4 of 5

Who does AI recommend more?

Brawny, named ahead of Kirkland Signature in 3 of 4 answers

Brawny first in 3Kirkland Signature first in 1

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Top paper towel brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brawny and Kirkland Signature were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Brawny was listed before Kirkland Signature in three out of four answers that named either.

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 Brawny or Kirkland Signature more popular in search?

This chart shows how often people search Google for Brawny 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.

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

Share of searches by month for Kirkland Signature, Brawny. 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 Brawny and Kirkland Signature comparison changed over the last 12 months?

3 findings
  • Kirkland Signature was ahead of Brawny in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Brawny’s share of searches among paper towel brands worldwide moved from 16.7% to 9.8%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
  • 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, Brawny overtook Viva to rank 3rd among paper towel brands worldwide, with 9.8% of the searches.

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Brawny’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.

Brawny

1 branded search term

  • brawny

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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